Tulane University: Public service as a brand identity

Abstract

In this chapter, the author describes Tulane University’s commitment to public service, community engagement, and undergraduate civic work, and how this aspect of the university is shaping its brand identity. A tradition of public service has always tied Tulane closely to its surrounding communities and has expanded over time to include statewide, nationwide, and international service partnerships as well. The university’s civic mission became even stronger and more deeply institutionalized following the Hurricane Katrina devastation in 2005. So profound was this institutional change that Tulane’s experience now serves as a model for other universities and schools seeking to incorporate similar public service initiatives. The author explores recent university strategies in this area, particularly with regard to undergraduate involvement in community service and social change, reviews quantitative and qualitative outcomes associated with these over the past decade, and shows how Tulane’s commitment to public service is rebranding the university’s image.