Sometimes you need to do something bold
Set your institution apart from all others, generate a lot of positive buzz, develop a greater awareness from a global audience, and return to you many diverse benefits.
Imagine one of your key faculty/researchers, groundbreaking scientists, rock-star physicians, or intellectual thought-leaders describing, in their own words, the breakthrough work he/she is doing at your institution. Imagine seeing and hearing them talk about the societal problem they are trying to solve and the progress made toward that end. Imagine getting an up close and personal insight into the life, the passion, and the drive of one of this nation’s (world’s) best and brightest—the kind of individual that makes your institution his/her home.