Message Relevance by Audience
We communicate daily to a variety of different and distinct groups. The message for one group may be inappropriate and/or irrelevant to another. For our marketing2 and communications efforts to be effective, it is vital that we recognize to whom we are speaking, and that the message is on-target. Whether it is a simple email or phone discussion with a prospective student, an ad to a general audience, or a designed brochure going to the Board of Trustees, for example, we must make certain we are speaking the proper language in a format that is most likely to be read and remembered.
It takes a certain skill to recognize the knowledge and interest level of any person or persons. Talking in big words with complex themes may work with an educated group of chiropractors, but likely will not resonate with a group of high school juniors who have limited knowledge of the intricacies of health, wellness and vitalism. Be sure to consult with the Marketing and Communications Department before sending out official communication under the auspices of Life University. In the meantime, here are several units of copy that have been approved for use.
Our goal is to maximize the expression of the perfection within.
That all organic systems in the universe are conscious, self-developing, self-maintaining and self-healing.
That these systems work best when they are free of interference.
That the nervous system is primary responsible for orchestrating the internal and external dialogue of the body necessary for life.
That there are three interferences to the nervous system: physical trauma, environmental toxins and emotional stress.
Therefore, our purpose is to correct these interferences, allowing the organism to express its innate potential.
Of critical importance is our Doctor of Chiropractic degree, which is focused on the relationship between the spine and the nervous system and the aberration, called vertebral subluxation, as well as its detection and correction, allowing a greater expression of the perfection within.
LIFE University Mission Statement
The mission of Life University is to empower each student with the education, skills and values needed for career success and life fulfillment based on a vitalistic philosophy. The University’s Undergraduate, Graduate and Professional programs – each one committed to excellence in teaching, learning, research and the overall student experience – offer a vision and the promise for a meaningful life, the proficiencies necessary to achieve optimum personal performance, and the wisdom to become transformational leaders in an increasingly diverse, global and dynamic world.
MIssions of the Two Colleges
College of Chiropractic
The mission of Life University’s College of Chiropractic, centered on the Vertebral Subluxation Complex, is to educate, mentor and graduate skilled and compassionate Doctors of Chiropractic to be primary care clinicians, physicians, teachers and professionals, using the University’s Eight Core Life Proficiencies as their foundation.
College of Graduate and Undergraduate Studies
The mission of the Life University College of Graduate and Undergraduate Studies is to empower students to achieve successful careers and meaningful lives, based on a vitalistic philosophy that promotes optimum performance and transformational leadership, to produce a positive impact in a dynamic world.
LIFE's Vision Statement
Our purpose is to provide students with the vision to fulfill their innate potential, the inspiration to engage in a quest for self-discovery, and the ability to apply a principled approach to their future roles as leaders in humanitarian service and as citizens in their communities.
From its founding in 1974 as a college of Chiropractic, Life University has embraced the idea that humans are spiritual beings whose lives are directed by universal laws including the natural, vitalistic, innate ability to develop, heal and adapt as long as the body is kept free of interferences. Our approach has been to graduate highly-skilled chiropractors who can correct those interferences and can educate their patients to accept personal responsibility for their own good health.
Today, that vision of Life University is sustained in its Chiropractic, Undergraduate and Graduate programs, which set the standard of excellence in contemporary healthcare education. A participatory learning environment develops Eight Core Proficiencies through contemporary, proven techniques that encourage optimal performance and lifelong intellectual growth.
With its vitalistic vision, clearly defined performance proficiencies and measurable criteria for success, a Life University education will produce leaders who exemplify humanistic values and, in a world where change is constant, provide innovative approaches to direct that change to elevate society and evolve its health care system.
Provide a performance-centered environment in which all Life University community members are inspired and empowered to apply a principled approach to their roles as transformational leaders for Lasting Purpose.
Provide diverse, mission-focused programs for students so that every graduate will have the skills, knowledge and values to be prepared for success in their chosen profession.
Enhance the student experience through a culture of professional development and optimal personal wellness based on a vitalistic philosophy.
Become the preeminent performance-centered vitalistic health care institution in the world.
Become the unchallenged leader in providing practical applications for success in business and in life.
Break into the U.S. News & World Report annual rankings.
Establish continuity in stewardship and ensure our lasting legacy in leadership, strategic planning, stability, robust constituencies and delivery on our brand promise.
Life University Values
Life University is founded on a set of values that guide our vision and the decisions we make every day from brand identity to degree programs, to building construction and café nutritional offerings. These values collectively create a culture that is unique to Life University and are:
The University was founded on the ethos, “To Give, To Do, To Love To Serve – Out of a Sense of Abundance.”
The University degree programs are carefully vetted through a philosophical filter that recognizes all living organisms as conscious, self-developing, self-adapting and self-healing.
The University’s definition of wellness that acknowledges the holistic relationship of a person to the environment and overall health including Physical, Mental, Social, Intellectual, Environmental and Spiritual wellbeing.
Eight Core Proficiencies
The University is concerned with character development as well as granting degrees and has designed eight core values and the skill sets to live the values of Integrity and Citizenship, Critical Thinking, Belief Systems and Performance, Communication and Relationship Theory, Contemporary Scientific Paradigms, Leadership and Entrepreneurship, Philosophy of Health Care Policy, and Integrative Change.
Certainly, other institutions have designed values based education or definitions of wellness, but it is the combination of these four pillars that define the core of a Life University education.
Founded in Marietta, Georgia in 1974, Life University is a health sciences institution most known for its chiropractic program, the largest in the world. Life University is regionally accredited by the Southern Association of Colleges and Schools Commission of Colleges (SACSCOC) to award four-year undergraduate and graduate degrees in a variety of healthcare, science, business and general studies fields, and also has programmatic accreditation through the Council on Chiropractic Education (CCE) and the Accreditation Commission for Education in Nutrition and Dietetics (ACEND). The mission of Life University is to empower students with the education, skills and values necessary for career success and life fulfillment, based on a vitalistic philosophy.
In conversation, it is fine to simply say we are accredited by SACSCOC, CCE and ACEND. However, in official documentation, the following language MUST be adhered to for compliance purposes:
Southern Association of Colleges and Schools Commission of Colleges (SACSCOC)
Life University, Marietta, GA is accredited by the Commission of Colleges of the Southern Association of Colleges and Schools to award Associate, Bachelor’s, Master’s and Doctor of Chiropractic degrees.
Contact the Commission on Colleges at 1866 Southern Lane, Decatur, Georgia 30033-4097; (404) 679-4500 for questions about the accreditation status of Life University. www.sacscoc.org
Council on Chiropractic Education (CCE)
The Doctor of Chiropractic degree program at Life University’s College of Chiropractic is awarded programmatic accreditation by the Council on Chiropractic Education.
8049 North 85th Way
Scottsdale, AZ 85258-4321
Accreditation Council for Education in Nutrition and Dietetics (ACEND)
The Didactic Program in Dietetics (DPD) at Life University has been granted initial accreditation by the Accreditation Council for Education in Nutrition and Dietetics of the Academy of Nutrition and Dietetics.
120 South Riverside Plaza, Suite 200
Chicago, IL 60606-6995
(312) 899-0400 ext.5400
The Dietetic Internship (DI) program at Life University has been granted initial accreditation by the Accreditation Council for Education in Nutrition and Dietetics of the Academy of Nutrition and Dietetics.
120 South Riverside Plaza, Suite 200
Chicago, IL 60606-6995
(312) 899-0400 ext.5400
Commission on Accreditation of Athletic Training Education (CAATE)
The Master of Athletic Training degree program was given national accreditation with the Commission on Accreditation of Athletic Training Education (CAATE) in October 2014 (through 2019).
6836 Austin Center Blvd., Suite 250
Austin, TX 78731-3193
Elevator Speech (Short Description)
We are vitalistic visionaries relentlessly committed to disruptive social innovation. Through education, research and vital conversations, Life University is creating thought leaders who are defining the paradigm shift that is transforming the world view of vitalistic health and wellness.
Lunch Speech (Long Description)
We offer a variety of revolutionary Undergraduate and Graduate programs rooted in innovation and purpose, along with the world’s most extensive and philosophically sound Chiropractic program. Life University is breaking boundaries in multiple disciplines across the health and wellness spectrum by impacting and inspiring future leaders to become life-changing revolutionaries. We encourage our students to think freely and embrace reformative ideas, allowing the student to maximize their innate potential.
These four elements include
• Values = Eight Core Proficiencies which advance personal integrity and provide the foundation for success, social contribution and cultural change
• Philosophy = Vitalism—that all organic systems in the universe are conscious, self-developing, self-maintaining and self-healing.
• Wellness = A Portfolio of programs and services that help people optimize their personal performance
• Service = Lasting Purpose—to give, to do, to love, to serve out of a sense of abundance
We have sixteen specialized degrees in our undergraduate and graduate programs, with defined pre-professional tracks in the realm of natural and vital health including an accelerated pre-chiropractic track, graduate programs in sport health science, clinical nutrition, athletic training and positive psychology; and a doctorate program in chiropractic.
Life University is an international institution committed to advancing the vital health revolution through education, social and clinical research, and serving as a think tank for global conversations enhancing the human experience.
History of Life University
Life University was founded as a College of Chiropractic in 1974 by a group of prominent and influential chiropractors, including Dr. Sid Williams, who would become its first president. The college was founded on two main principles:
- Lasting Purpose – To Give, To Do, To Love, To Serve – Out of a Sense of Abundance
- Vitalism – The understanding and principle that all organic systems in the universe are conscious, self-developing, self-maintaining and self-healing.
By 1990, Life Chiropractic College had grown to become the largest chiropractic college in the world. In 1996, Life College expanded its academic offerings, thus becoming Life University. Today, Life University offers 12 undergraduate degrees and three master’s degrees in addition to its world-renowned Doctor of Chiropractic degree, with more degrees being added each year.
In 2002, Life University’s chiropractic accreditation was jeopardized by the Council on Chiropractic Education (CCE), which then affected Life’s standing with the Southern Association of Colleges and Schools (SACS). In 2003, LIFE’s accreditation was retroactively restored, and therefore had never officially been lost. Over the course of the next two, years Life University emerged from a cloud of uncertainty to re-establish its credibility and standing among the accrediting agencies and the general public.
Since 2004, under the direction of current president Dr. Guy F. Riekeman, Life University has undergone transformational changes that have revitalized the physical campus and established “Life U” as a premiere university with an international reputation for excellence, and as a thought leader in the healthcare industry.
Changes include new construction built to Gold-level LEED standards, the “greening” of the campus, and modernization of existing buildings. Life University has established chiropractic clinics in places such as China and Costa Rica, while also establishing chiropractic education across the globe through international governing bodies and universities. It has developed the first master’s degree program in positive psychology with an emphasis on secular ethics.
Additionally, Life is known throughout North America for its sports programs, especially its number one ranked rugby program. Life University continues to influence policy makers via its forums and summits organized through the Octagon.
Life University is appropriately tagged as the ‘not so little’ university that is changing the world.
Life University Strategic Plan (20/20 Vision)
The Life University ‘2020 Vision’ was launched in 2005 with the collaboration of the Executive Office and the Board of Trustees. The multi-year, multi-phase plan is now in Phase IV, and is focused on the following initiatives:
Undergraduate & Graduate Programs
Align existing and new programs to create pathways for “students with a purpose” to achieve advanced degrees and to reach enrollment of 3,000 UG & 1000 Graduate.
Talking Points: Strategic programmatic expansion derived from the original LAMP document and the more current “Colorado Retreat” document will form the basis for creating a diverse program base for which to meet desired enrollment growth.
Achieve enrollment of 2000 students, with a waiting list, and growing our presence and position on being Thought Leaders of the profession.
Talking Points: Creating a new chiropractic curriculum that is engaging, more humane, integrating available learning technology and meeting the academic needs of the new graduate is central to the curriculum revision process. Of additional importance is the need to identify/establish an institutional research agenda that supports LIFE’s vitalistic perspective and DC program.
Strategic Enrollment Management
Develop, refine, and implement sustainable long-term strategies that increase enrollment based on attracting “students with a purpose”.
Talking Points: LIFE is interested in pursuing “students with a purpose” for all of its degree programs. We will utilize new and existing strategies to promote programs consistent with LIFE’s values and that have the most opportunity for growth.
Plan, create, and achieve an innovative infrastructure that is conducive to meeting enrollment growth and supporting Life’s Vision.
Talking Points: In order for the environment to support planned growth, to meet the 2020 enrollment goals, there must not only be the additional physical space to accommodate the number of increased faculty and students, but also the environment must include the necessary amenities that are an expectation of today’s colleges and universities. The following projects support the Village Culture LIFE is developing, as well as accommodating the need for increased capacity and function.
Village Culture (Destination)
Create a living/learning environment that draws and engages the Life and local communities in our vitalistic culture.
Talking Points: The student experience group continues to implement and follow through on the long list of over 150 projects designed to improve student life on our campus.
Maintain and allocate resources to achieve the objectives of Life’s strategic plan in support of Life’s Vision.
Talking Points: LIFE must maintain fiscal responsibility in spending and borrowing, as well as ensure accuracy of accounting and budgeting of tuition and other revenues in order to achieve strategic goals and remain in good standing with creditors.
Identify, cultivate, engage, and steward constituencies for the development of resources to realize Life’s Vision.
Talking Points: To bring in new sources of revenue, LIFE must continue to build relationships that engage alumni and friends, as well as expand LIFE’s footprint beyond Chiropractic. Engaging constituents will increase pride, participation and giving. These broad goals will move LIFE toward its goals.
Develop alternative streams of revenue that supports Life’s Vision and minimizes our recurrent risk of dependency on DC tuition.
Talking Points: In order to diversify revenue, LIFE must develop a for-profit clinic system on the campus and in other locations, as well as invest in emerging products and services that are consistent with LIFE values and philosophy.
Develop educational opportunities and programs to spread vitalistic principles and chiropractic globally.
Talking Points: Global Initiatives involve building sustainable partnerships for healthcare and education around the world. These partnerships have three primary areas of focus; student-centered, education programs, and legislative leadership.
Position Life University as the thought leader in the ‘vitalistic conversation.’
Talking Points: LIFE has begun to establish itself as a thought leader in the vitalistic health care conversation. Through efforts to create avenues for dialogue, innovative products and actions in keeping chiropractic drug-free, continued opportunities exist to further solidify this role.
Facts, Stats, Distinctions & Brags
- US News & World Report ranked Life University #5 in the nation for affordable private school tuition in 2014.
- The Chronicle of Higher Education ranked Life University the sixth fastest-growing private, non-profit Master’s level institution in the nation.
- Diverse Issues in Higher Education ranked Life University a top-40 degree-producing college for minority students.
- Life University’s Functional Neurology Center is considered a thought leader in vestibular therapy and chiropractic neurology research.
- Life University is perennially among the top chiropractic researchers in the country in terms of projects underway and number of faculty and students invited to present at ACC-RAC.
- The Socrates Café is one of the most sustainable college dining facilities in the country, featuring organic and sustainable farming practices for produce and protein, use of community sponsored agriculture, low-carbon output, as well as recycling, composting and biodegradable waste practices.
- The LIFE Village Retreat is the first stick-built college dormitory to achieve gold-level certification from LEED and the US Green Building Council.
- LIFE’s top-ranked rugby program has become an annual powerhouse, with the University’s undergraduate team winning a national championship in 2013 and the men’s club team winning consecutive national championships in 2013 and 2014.
- Market Watch ranked Chiropractic as the most stable career in 2015.
Life University – Leading the Vital Health Revolution.
At Life University, we love acronyms. As part of conversation and internal messaging, it is fine to use them, but for official communication, the official name should be used first, with a notation of its acronym for future use in the same document. For example:
“Life University sees more than 60,000 patients visits annual in the Center for Health and Optimum Performance (C-HOP). C-HOP is an on-campus outpatient clinic that is open to the public…”
Programs / Departments / Buildings
ASAP—Administrator-Students Advocacy Program
C-HOP—Center for Health and Optimum Performance (Public Clinic)
CC-HOP—Campus Center for Health and Optimum Performance (Student Clinic) Funded by Foot Levelers
CCE—Center for Chiropractic Education
CETL—Center for Excellence in Teaching and Learning
CGUS—College of Graduate and Undergraduate Studies
DIA—Diagnostic Imaging and Alignment
FERPA—Family Educational Rights & Privacy Act
HIPAA—Health Insurance Portability and Accountability Act
LRC—Learning Resource Center
LSSI—LIFE Sport Science Institute
NBCE—National Board of Chiropractic Examiners
OIEPR—Office of Institutional Effectiveness, Planning and Research
OSCE—Objective Structured Clinical Examination
OSRSA—Office of Sponsored Research and Scholarly Activity
PAR (Center)—Preparation, Analysis and Record Keeping
PASS—Progressive Advisement for Student Success
PEAK—Practice Excellence Art and Knowledge
SAC—Student Advocacy Center
SAP—Satisfactory Academic Progress
SHS—Sport Health Science SLP—Serving Lasting Purpose
SSC—Student Success Center TIC—Theory, Intelligence, Creativity
ACEND—Accreditation Council Education in Nutrition and Dietetics
CCE—Council on Chiropractic Education
SACS—Southern Association of Colleges and Schools
CAATE—Commission on Accreditation of Athletic Training Education
DLW—Daily LIFE Wire
LNE—LIFE News & Events
TCL—Today’s Chiropractic Leadership
(formerly Today’s Chiropractic Lifestyle)
YEL—Your Extraordinary LIFE
ACA—American Chiropractic Association
F4CP—Foundation For Chiropractic Progress
FCA—Florida Chiropractic Association
FCS—Florida Chiropractic Society
GCA—Georgia Chiropractic Association
GCC—Georgia Council of Chiropractic
ICA—International Chiropractors Association
WCA—World Chiropractic Alliance
WFC—World Federation of Chiropractic
Degrees and Style Guide
Computer Information Management (A.S.) Coaching Psychology (A.S.)
Bachelor’s Degrees Biology (B.S.)
Business Administration (B.B.A.)
Computer Information Management (B.S.)
Exercise Science (B.S.)
General Studies (B.S.)
Health Coaching (B.S.)
Sport Health Science (M.S.)
Clinical Nutrition (M.S.)
Athletic Training (M.A.T.)
Positive Psychology (M.S.)
Doctor of Chiropractic (D.C.)
Life University Style Guide
As a rule of thumb, AP Style guidelines should be your default setting for any communications. There are some examples where Life University has its own style. Life University style supersedes AP style. Please download and print the University Style Guide for future reference.