SCU should be like CSU, but different: Shoemaker

Southern Cross University’s new vice-chancellor, professor Adam Shoemaker, wants SCU to become the Charles Sturt University of the New South Wales north coast – while at the same time distinguishing itself from other regional institutions. Speaking to Campus Review shortly after taking the helm at SCU, Shoemaker said the university's story “needs to be told in many ways”. “I don't think marketing’s the only way,” Shoemaker said. “I think are lots of ways that academics tell the story at conferences, and students themselves [can tell your story], and your employers. Absolutely, we have to be clearer about the outcomes, but this is not about marketing, this is about deep awareness and clarity about the [university's] proposition.” Shoemaker also said SCU needs greater brand awareness, so it’s not confused with universities that use the same initials – like the University of the Sunshine Coast (USC). “Just think about the initials,” he continued. “Southern Cross University is SCU, and of course [University of] Sunshine Coast is USC. People get confused sometimes, even just about initials in higher education, so it's a matter of clarity of speaking and thinking, rather than just marketing.” Furthermore, Shoemaker said CSU has done “extremely well” with its multiple campuses across central-western NSW. “I'm very admiring of what's been achieved. I think we have a similar opportunity here to make that mark, to make that footprint, and to make that achievement for all of the NSW mid-north coast, the Northern Rivers, the south-east Queensland area, and of course internationally, which is the main game as well,” he said. Shoemaker takes over from professor Peter Lee, who retired earlier this year. Shoemaker’s previous academic roles include academic provost at Griffith University, deputy vice-chancellor education at Monash University, and dean of arts at the Australian National University.