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Branding Manual

Provided by Student Affairs Communications & Marketing (SACM)

Summer 2012

HOMESWEETHOME

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Our Brand

It’s not just who we are.

It’s who everybody thinks we are.

It’s the promise that sets us apart from our competition.

It’s the single most powerful asset we have.

e are a holistic entity characterized as a professional environment outside of

the classroom that enhances our students’ individual passions for success. Our purpose is to act as a catalyst for student achievement, both academically and personally. Beyond the fun environment we are known to create, we have an imperative mission — creating the student experience on all levels. Our passion is facilitating learning beyond classroom walls by giving students a voice as well as opportunities to define themselves for the rest of their lives. We embody the spirit of the University of South Florida (USF) and its growing traditions. We support the personal and ethical development of the USF student body, which includes their social development as well as their health and wellness. Each day and every interaction is designed to enhance the student experience while preparing students to successfully navigate the complex world they will enter after graduation.

From their first day of college, students at USF are positively impacted by the Student Affairs. Comprising 23 diverse departments, our dedicated team of professionals works with students to turn their passions into professions. We allow students to find themselves and discover their own unique identity. Our departments provide important tools for students to build their character. Our goal is to teach students values to become good citizens, not just within their campus community, but beyond, into their professional careers and

personal lives. We unlock potential, allowing students to successfully reach their goals and create new aspirations beyond a level they ever thought possible.

We are committed to promoting diversity through an interactive community of students. By engaging students through activities and giving them responsibilities with positive affirmations of accountability and respect, students learn to work together. Through the USF Student Affairs, students are exposed to views and values of many others and, as a result, further define their own individuality. This new perspective and understanding goes far beyond the classroom to ultimately impact their lives long after graduation.

As the USF Student Affairs continues to evolve and grow, we will build and unify our departments under a singular vision—our new brand promise. While we continue to provide an outlet to express student creativity and a medium for students to pursue their interests, our departments will work as a collective unit to create a comprehensive resource for them. Our future growth together will cultivate a community built on respect and understanding to foster student passions. And, as we further our brand, helping to clarify student values, we will further our ability to guide each student to reach a potential he or she never knew existed, fulfilling aspirations, surpassing expectations and giving students skills that will last forever.

What We Stand For

Vision USF Student Affairs is a pre-eminent organization that inspires learning and transforms the lives of students for lifelong success.

Mission The USF Student Affairs provides learning opportunities and environments for students to discover, integrate and apply new knowledge that increases their capacity for personal growth, responsible citizenship and ethical leadership.

Values The USF Student Affairs values a positive, holistic, student-centered learning environment characterized by integrity, excellence, diversity, engagement, community, advocacy and wellness.

Motto “Inspiring learning, changing lives, one student at a time”

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Student Government is their voice while New Student Connections is their extended family. Our campus feels more like a home than an institution. A safe place for students to take risks, learn through success and failure, and define themselves. Whether a student lives on or off campus, we enable them to make connections with students, administration and faculty. More importantly, it’s through our services that students ultimately can find themselves and create positive change in their part of the world.

We’re more than an outlet for academic discovery. We understand it takes more than a degree to be successful, and we offer holistic personal growth alongside students’ scholastic growth. We champion personal discovery, working to develop every student into a complete person, focusing on his or her unique and individual personal needs, values and goals. Challenging our students to grow in a positive environment of respect and responsibility, we

e’re more than a part of the academic experience. We are the student

experience beyond the classroom. While students engage in academic experiences that expand their knowledge and broaden their environment, our role is to engage students with the life experiences that will help them gain a stronger self-image. The out-of-class experience becomes the learning lab to put ideas and theories acquired in the classroom to use. Accounting majors may serve as treasurers of organizations, while health majors take advantage of peer education opportunities and political science students put their critical thinking to use on committees. The opportunities for students to flex their individuality and expand skill sets are abundant. We provide students with a greater sense of belonging and a real sense of comfort within their college environment and life on campus. The Marshall Student Center is their living room. Campus Recreation is their backyard.

We’re More Than

or many successful organizations, one of their greatest assets is their brand. A brand is the emotional connection someone has with an organization—both

tangible and intangible. The USF Student Affairs brand must communicate our unique essence—our passionate story about how we provide positive, life-changing experiences for students. It must make a promise and reflect our authentic personality. Properly created, managed and presented, it should express this concept to all target audiences with confidence and accurate expectations.

The USF Student Affairs is a unique organization composed of a multitude of different departments, all sharing a common goal: Through meaningful experiences, develop USF students into professional, caring, productive citizens. It is the collective strength of these individual departments that will ultimately propel our common goal forward. We must unite all departments to speak with one powerful voice. A cohesive brand that aligns these departments will further help the USF Student Affairs serve students by creating invaluable opportunities for growth and ultimately driving new and potential students to USF, where they too can reach their full potential. It is through student affairs organizations that students will develop an identity, become empowered to make a difference and challenge themselves and others to find success beyond their personal goals. It is our job to make sure they know and understand that this valuable resource is here for them.

As the USF Student Affairs moves forward as a cohesive organization, it will better serve those students wanting to reach their own expectations, but also exceed them. A harmonious message will further the USF Student Affairs’ goals and mission, ultimately making USF as a whole a recognized leader in student services. Moving forward, the USF Student Affairs will have a credible, tangible brand that will communicate its intrinsic value and impact on the lives of all students and increase student awareness of the services the USF Student Affairs affords them.

Why Brand

help students define themselves not only as professionals within their academic tracks, but also as strong individuals.

We are not departments that work in isolation behind closed doors or in silos. We are carefully integrated into students’ lives, working side by side with them in an interactive community where students have a voice and a role in the direction of student life on campus. We provide students with opportunities to realize their passions. Students understand that they can influence change in their lives and communities. This empowers them to interact with other students, to work closely with those from different backgrounds and experiences, and through these essential relationships, encourages them to find success in their personal and academic lives.

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ncovering the true USF Student Affairs brand required us to gain critical perspectives first. We collectively took a deep look inside, and then carefully looked outward.

Through the Inside&Out™ Brand Discovery process, we’ve uncovered the distinctive values and characteristics that are unique to USF Student Affairs. Our goal was to develop a concise and cohesive brand to align and fully leverage our combined assets. Our new brand can and should do more than distinguish Student Affairs. When fully leveraged, it will elevate us.

Our phases of discovery included the examination of different viewpoints:

Gaining Perspective First

The USF Student Affairs brand touches a multitude of internal and external audiences, as illustrated below. For all of these audiences to understand what our brand is about, brand messages must be strategic and succinct. When these audiences come to understand and believe in our brand, they later communicate our brand to others and become brand ambassadors. Ultimately, we want to motivate each audience to take action — believe, participate or donate.

Knowing Who Our Brand Reaches

The CurrenT View

A communications audit was conducted and included the in-depth review and evaluation of the Student Affairs web site, along with the division’s respective departments’ sites. In addition, a thorough review of printed materials from various division departments was performed. It was concluded that

while each department offers a unique and valuable perspective, it will be with one cohesive voice that we will have the most impact on the lives of USF students.

The MarkeTplaCe View

The World Café was designed to be the next research step leading up to our Inside&Out™ Brand Discovery workshop. This phase of research was created to solicit candid

feedback and innovative ideas around the single most important aspect of the Student Affairs brand—the brand promise.

The World Café created a unique environment to solicit and create conversations about USF Student Affairs that produced significant feedback from key stakeholders. We used five different input stations to uncover how our target audiences feel we need to evolve

in order to live a brand promise that makes USF Student Affairs a leader in student services.

Usf University system

_________facUlty & staff

cUrrent stUdents

and ParentsProsPective

stUdents and Parents

commUnity at large_________

donors & alUmni

Usf

stUdent

affairs

U


What Our Students Are Saying

“ The seeds planted and cultivated here will help me make my mark on the world. A world that now will be better because you took the time to help me be the best me possible, a me I never knew I could be.”

“ I would have never had the opportunity to grow and develop into the person I am today [without the USF Student Affairs].”

“ Just as I could not stop engaging in courses that give me knowledge, I could not stop engaging in student life that gave me identity.”

“ As I managed my courses and curriculum, I conquered the student experience. Just as I would not miss an important exam or

assignment, I would not miss the key opportunities to grow as a USF Bull.”

“ The priceless connections with students, administration

and faculty have seasoned my chances to become

a professional and respected leader in my future endeavors.”

“This institution has provided a unique identity to my life.”

his comprehensive discovery process must now be translated into the fundamental

components of our brand so that we can deliver beyond mere academic success for our students. The outcomes from this comprehensive process were both powerful and insightful. The Inside&Out™ Brand Discovery process uncovered the three distinctive elements of a new USF Student Affairs brand that include:

OUR BRAND ESSENCE

OUR BRAND PROMISE

OUR BRAND PERSONALITY

Ultimately, these three elements will drive the success of our new brand.

Our brand essence is our passionate story. It is the realized perception within our marketplace of who we are and the foundation of an aligned and uncompromised vision of the USF Student Affairs. It’s uniquely ours, and it allows us to build an emotional connection with our faculty, staff, students, alumni, donors and additional internal and external stakeholders.

WE ARE MANY, UNITED AS ONE Our 23 professional departments each serve a specific and important role in the lives of students. However, collectively, we give students an enriched college life and an understanding of the spirit and traditions of USF. We are a holistic entity advocating for the excellence and success of each student we serve. Students can work with the Campus Activities Board, participate in Student Government, receive treatment at Student Health Services or find help at the Counseling Center. While many of our departments encourage student engagement and activity, we also focus our efforts on vital student matters, such as health, multicultural affairs, student safety and accommodating our students with disabilities. Each department caters to a part of the students’ life, providing them with a way to grow, to heal, to interact and to reach their full potential as scholars, as professionals and as people. Together, we champion total student success and individualism and create a community built around respect and responsibility. A student’s endless growth is a reflection of the USF Student Affairs’ ability to connect the right student with the right service at the right time, creating a life-long relationship and success for that student.

Brand Essence

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WE ARE AN INTEGRAL PART OF STUDENT LEARNING, DEVELOPMENT AND SUCCESS.We embrace and understand the pulse of student life, actively engaging with students from their first day of college to discover their needs, their goals and their aspirations. Our departments are not all fun and games, but do offer a chance for students to learn about life through interaction and socialization with others. This will ultimately inspire their passion for success and learning. While much of their learning comes from the challenging curriculum, we believe it is a balanced combination of the vital lessons from both the classroom and community that help foster a true sense of development. We are here for students during difficult times, offering support and guidance, and are with them to celebrate successes along their journey. Our interaction allows us to tailor our programs, as well as grow and adapt them in real time. Just as academic courses change with updated knowledge, we change in tandem with the needs of our students. Ultimately building well-rounded character, with equal amounts of challenge and support, we create a holistic learning process that harnesses the benefits of academic and personal exploration. As a result, our students learn to embrace the good in others and identify the strengths and values within themselves. We measure our success as a department by the character of our students, the achievement of their academic goals and the positive impact we have made on their lives. When a student looks back at their college experience and remembers the moments we fostered, the successes attained and the friendships that will last over the years, we have achieved our goal.

we proMoTe sTudenT learning in a global soCieTy.USF Student Affairs exposes students to life-changing experiences by giving them various opportunities to interact with different groups of people. These opportunities range from being involved in multicultural affairs programs to being a part of outdoor adventure trips and community service actions, and every role comes with a certain level of personal responsibility and accountability. It is through our profound understanding and respect for every individual that we can collectively embrace the differences that make our student body a tremendous force. Interacting with their peers makes our students more socially aware, stronger individuals who are more open to the thoughts of others. In turn, our students bring this new thought process into the classroom, making them better and more successful students. They learn to challenge their own thoughts with the ideas of their peers. Diversity also helps unify our student community, creating stronger relationships by helping to define a student’s individual character, core strengths and values. Success to us is having students who are more conscious about the gifts of diversity in our world.

we help sTudenTs find Their plaCe in The world.While students enter college with the goal of gaining a rich learning experience, many never think about leaving college with a rich living experience. We realize that academics are integral to success, but that’s only a part of the USF college experience. We transform a student’s college education into years full of lifelong lessons. By empowering students to turn their passions into professions, we mentor students to find and define them. We encourage students to focus on their self-clarity and inherent values to help them find their future direction. We inspire students to stretch themselves, to go beyond their comfort zone and to reach potential they never thought possible, through volunteerism, community advocacy and their own personal health and wellness. The sum of these experiences helps our students identify their professional aspirations, reach their goals and discover new ones that may have only been realized through their meaningful experience and involvement with the USF Student Affairs. Residential, graduate and international experiences are integral parts of the experiences we afford our students. Because we instill a global perspective with a personal focus, students are poised to pursue greater degrees with a purpose of a greater goal. As students graduate, they are armed not only with a quality education, but a far greater understanding of their role as global citizens and their ability to make their mark on the world.


sTudenT suCCess as defined by The sTudenT and Measured by holisTiC growTh

We value the success of our students both in and out of the classroom. We understand and celebrate that the definition of success is different for every student. When measuring student success, we calculate beyond test scores and GPAs to look at the overall positive development of the student. Success for our students means the ability to seamlessly transition from college life to the next chapter of their lives. Our students will graduate armed with the proper skills to not only change their life, but the lives of others as well. Our success stems directly from our students’ success, allowing all students to reach their full potential and beyond by helping them to define goals and see the limitless potential of their own individual possibilities.

fosTering a True sense of CollaboraTiVe CiTizenship Through engageMenT

In the process of developing the whole student, we aspire to create a caring, productive citizen who values and exhibits compassion, respect and personal responsibility both on and off campus. Fostering a sense of belonging allows students to thrive within communities and truly care about their impact on those around them. When we develop productive global citizens ready to create an impact on the world, we develop individuals who accept responsibility for their actions, responsibility for their fellow humans and responsibility for their community.

Values

We promise to provide a

learning environment beyond the

classroom that empowers students

to grow holistically, explore

their passions, and enhance

their part of the world. We help

create a diverse community of

responsibility and accountability

where students develop sincere

relationships, learn new skills and

values, and develop a true sense of

self. Seeing the potential in every

student, our united departments

are catalysts--sparking profound

moments that ultimately define

personal success for students

during their college careers and

for the rest of their lives.

Make a proMise

CoMMuniCate your proMise

Live your proMise

strengthen your proMise

USF Student Affairs Brand Promise

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Brand Personality

ike people, organizations of every shape and size have unique personalities. Our brand personality is important because as our audiences understand our personality, it helps foster

the emotional tie that connects us to them and, ultimately, to prospective students. The USF Student Affairs personality is a magnet to attract others.

innoVaTiVeConstantly seeking new ideas and ways of thinking, we are welcoming and excited for what the future holds for our organization and our students. We are in tune with students’ needs and develop creative solutions to fill those needs. Because of our daily interactions with students, we are constantly aware of new trends in communication, popular culture and generational attributes. This gives us the opportunity to explore and understand the growth potential in all of our students. We strive to create new learning experiences for our staff and students. It is through this model that we are able to progressively change in sync with our audiences. Our expertise in student development, student success and student culture makes us progressive leaders and allows us to constantly serve as trailblazers in building the best student experience possible.

diVersiTy aT The Core of all prograMs and experienCes

Within the USF Student Affairs, diversity is fundamental to all that we do. We believe in looking not just at the person, but also at his or her potential. From programs to experiences, acceptance of all is an essential component to living our brand and fulfilling our mission. Our audiences are broad, and we respect each with different values and personalities of their own. Each of these groups represents a portion of the USF Student Affairs and collectively forms one of our most important values—diversity. It is the very diversity of our students themselves, their experiences and backgrounds, which informs and influences their own potential and the potential of their peers. This international mix of student culture is at the core of all our programs. Being that the USF Student Affairs is one organization made up of 23 very different and very valuable departments, we welcome with open arms the perspective of all those that we touch.

reaChing sTudenTs’ full poTenTial Through personal growTh and knowledgeThe USF Student Affairs is invested in the personal growth of all of our students. It is our genuine hope that all students have the opportunity, while attending USF, to engage in programs and experiences that will allow them to explore and grow personally in tandem with the achievement of their educational goals. We know firsthand that the USF Student Affairs offers life-changing, positive interactions that are proven to develop the whole student in health and wellness as well as their professional and academic development. As students embark on their educational journey, their personal growth will be dependent on the choices, interactions and opportunities presented to them. It is the role of the USF Student Affairs to ensure that these experiences

are positive, engaging and fulfilling to help develop students into respected leaders in

their future endeavors.

Tone of VoiceIn our communications, both externally to the marketplace and internally with our students, faculty and staff, we must continually reinforce our brand by speaking in the same tone of voice. This will allow all of our audiences, in our communities and among prospective students, to recognize us. The USF Student Affairs’ voice should have the positive tone of a trusted friend and the welcoming tone of a trusted mentor and advisor. It conveys compassion in a way that is both engaging and motivating.

posiTiVe• We encourage our students to achieve more

through positive reinforcement.• We show our students that they have the

ability to surpass any goal.• We are both our students’ coach and their

cheerleader. • We see the inherent value of every student and

know what they have to offer to the world.

welCoMing • We welcome all our students into our

community of campus life.• We bring students from diverse backgrounds

together to share and embrace their differences.• We provide students with a place of belonging

and security.• We give our students various opportunities to

share their strengths.

guiding • We provide outlets for students to express their

interests and needs.• We listen to students’ goals and help them

excel beyond them.• We give students the opportunity to learn from

others and lead others. • We show students the path to becoming good

citizens within their immediate community and beyond.

honesT • We work with our students within a

community of respect and accountability.• We give our students responsibility and allow

them to make the most of their actions.• We foster an open relationship of trust between

departments and students. • We stay connected to student

life through our trusted relationships and adapt to

student needs accordingly.

approaChableJust like your best friend or favorite professor, the USF Student Affairs is an approachable, comforting entity where ideas and people are welcomed as they are. From day one, we are here for our students and want to be viewed as a reliable mentor and a consistent resource for their development. There is an ease in the engagement process when interacting with the USF Student Affairs, and we value our accessibility, as this is what ultimately connects us to our students. Students will find our programs and services easily accessible and open to all. It is our approachable personality and willingness to become involved in their success that fuels the confidence of students, ultimately making them strong leaders and thinkers in their own communities.

CoMpassionaTe The journey of a college student is an emotional one and must be nurtured with the right proportions of care and consideration to ensure that a student reaches his or her full potential. We are not simply hand-holders, but rather facilitators offering guidance and support in one of the most challenging times in a person’s life. Since we are strongly vested in the development of students, it is our overall goal to see these students succeed and ensure that all of our students’ experiences are grounded in a kind, caring and compassionate yet realistic environment. Our students are our heart and soul. They give us their time, dedication and emotion, so it is our duty to ensure that the same respect is returned while offering both challenge and support.

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Executing Our BrandOnce a promise and a personality have been developed, it’s time to start executing our creative brand-identity tools using these five disciplines: differentiate, collaborate, innovate, validate and cultivate. The common thread among the strongest brands is consistent execution. Fully executing our brand will take discipline and alignment at all levels.In order to fully execute our brand, we must follow the important next steps:

differenTiaTeWe’ve already begun to differentiate the USF Student Affairs by identifying a voice and brand promise that speaks directly to our unique value and audiences. Now it’s time to put that work into action. We must continue that process so our brand not only sounds different, but also looks, feels and acts different from the general expectations of other student affairs organizations. This is a division-wide effort, from our name to the logo, tagline, color palette and images; it extends to every place where our prospective and current students will interact with our brand. In addition, we need to begin building brand leadership within the USF Student Affairs organization. We understand that successful implementation of our new brand begins at the top, but it must transcend to every employee across our organization. Now is the time for us to leverage the leadership qualities inherent in our brand to consistently communicate it through all levels of our organization.

CollaboraTeOur brand wasn’t created in a vacuum. We have taken the time in creating our brand to interact with all stakeholders. Going forward, we need to collaborate internally at every level and seek active involvement from our entire staff. Our staff and students provide an intimate view of the USF

Student Affairs’ uniqueness and can reinforce our new brand if everything we communicate is centered on our brand promise. To effectively communicate, we must diligently create internal alignment. Our brand will not survive externally unless we are grounded and aligned internally.

Establishing brand ambassadors within the USF Student Affairs is an important step in ensuring that our brand stays consistent. We need brand zealots who are passionate about the power and value of our new brand. Setting milestones for brand audits and soliciting ideas from across the organization is critical to our brand’s success. By the same token, engaging and educating external stakeholders and students can keep them committed to our brand. In

addition, they’ll serve as a great sounding board for our brand

and its position within the marketplace. We need to

implement and measure our brand strategy plan

as rigorously as we do our business plan.

innoVaTeCreativity and consistency give brands their power in the marketplace. The USF Student Affairs is more than our name; it’s the power behind our brand. We must build that power by supporting our brand with innovative marketing tools and services, each one focused on our scholarly goals and reinforcing the brand we’ve worked so hard to establish. The tools we develop must not talk about us; rather, they must address the needs of our audiences. Each tool should be an innovative extension of our new brand.

ValidaTeBringing our targeted audiences and key stakeholders into the creative process continues to be paramount. Testing our marketing materials before they are finalized can provide significant advantages to their overall effectiveness. Our audience must be able to readily identify our brand promise in the visual identity and tone of our marketing materials. In addition, field tests can measure distinctiveness, relevance, memory recall, extendibility and depth of meaning.

CulTiVaTeThe USF Student Affairs brand is a living, breathing entity. As such, its look and feel needs to be carefully managed over time. Designing, specifying, ordering and printing or fabricating elements of our new brand identity system are dependent on a set of intelligent standards and

guidelines. Good, solid standards save time, money and angst. Some of the world’s greatest brands still sit in a binder on a shelf in a company. Our brand development is not a project. It’s the most important journey we can all take together.

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From Awareness to Behavior Changes

Different media and communications tools are recommended for different audiences and stages along a behavior change continuum. Each tactic is strategically tied to our overall brand. When combined, they will exert a powerful, synergistic effect.

awareness Awareness is the first step to changing behavior. Prospective and current students, as well as faculty and staff, need to know the true value the USF Student Affairs brings not only to their academic careers but also to their future success as productive citizens. Awareness is the easiest and most basic step to achieve, but it can also be the most expensive.

inTeresT Compelling messages will be developed and distributed to our existing staff and students, as well as prospective students. If our audiences perceive messages to be personally relevant, they will become interested and will be primed to receive further knowledge.

knowledge Anywhere our brand interacts with our audience is an effective place to impart knowledge, whether through a brochure, web site, community presentation or other medium.

Caring The next stage involves more than the head; it involves the heart. Our audiences must find a reason to care about the USF Student Affairs’ brand. We will create powerful messages that show our potential and current students what the USF Student Affairs can do for them and why they should care. The messages will be delivered to maximize psychological impact, an important aspect for the execution of every great brand.

inVolVeMenT If our audiences are inspired to take action, no matter how small the action is, they will become personally invested in some way and move a step closer to commitment. Action leads to involvement, which is the first sign of lasting commitment.

CoMMiTMenT Our audiences have taken some kind of action, be it as simple as visiting our web site or engaging in a USF Student Affairs program, and it is important to continue communicating the value of the USF Student Affairs brand promise to them so they are compelled to remain committed for the long term.

essenCeWe help students find their place in the world. We are many, united as one. We are a part of student life and learning. We develop student unity by promoting diversity.

proMiseWe promise to provide a learning environment beyond the classroom that empowers students to grow holistically, explore their passions, and enhance their part of the world. We help create a diverse community of responsibility and accountability where students develop sincere relationships, learn new skills and values, and develop a true sense of self. Seeing the potential in every student, our united departments are catalysts--sparking profound moments that ultimately define personal success for students during their college careers and for the rest of their lives.

ValuesStudent Success

Citizenship/EngagementDiversity

Personal Growth/KnowledgeLeadership

TraiTsInnovativeApproachableCompassionate

In Summary

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Student Affairs Communications & Marketing4200 East Fowler Avenue, MSC 4107 § Tampa, Florida 33620-6300

(813) 974-5383 § www.sa.usf.edu

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