CHENEY – Eastern Washington University (EWU) is embarking on a rebranding initiative aimed at revitalizing its identity amid enrollment challenges and evolving educational landscapes. Spearheaded by President Sheri McMahan, the university is set to adopt the moniker of “the region’s polytechnic,” marking a departure from its traditional image.
David Meany, Director of Communications at EWU, explained that the decision to pursue this rebranding stemmed from a directive by the Board of Trustees to differentiate EWU in a competitive higher education market. “One of the first challenges facing new President Sheri McMahan was the enrollment challenges facing universities across the nation,” Meany stated. “In particular, EWU’s enrollment has been stagnant since just before the pandemic started.”
The concept of polytechnic, traditionally associated with institutions focused on STEM fields, is being redefined at EWU to emphasize “applied learning in high demand fields.” Meany clarified, “EWU intends to use the term to highlight ALL our programs, including both the liberal arts and STEM by building on what we already do well – provide applied learning opportunities in those fields.”
Surveys conducted among prospective students and parents played a role in shaping this rebranding strategy.
“The key findings confirmed that an emphasis on applied learning opportunities and career-readiness is the right direction for EWU,” Meany noted. “Across all demographics – including prospective students and parents – these were identified as the most important aspect of a university experience.”
The transition towards a polytechnic identity will not entail a shift in academic offerings but rather a strategic emphasis on enhancing existing applied learning initiatives across disciplines.
“We have many programs that already involve an applied learning aspect,” Meany highlighted. “For instance, cybersecurity students assist local municipalities in data security, while social work interns aid the homeless at Spokane Public Library.”
To facilitate this transformation, EWU plans to establish a dedicated office to coordinate and expand applied learning opportunities.
“We are preparing for a legislative ask that will hopefully fund a new office that can help coordinate all experiential learning opportunities for students,” Meany explained. “The goal is to cultivate more relationships and applied learning opportunities within the communities we serve.”
While the rebranding initiative aims to attract new students interested in hands-on learning, concerns have been raised about its potential impact on non-STEM programs. However, Meany assured that EWU remains committed to supporting all academic disciplines.
“Eastern will never lose its liberal arts core,” he affirmed.
“The identity of polytechnic will complement, not overshadow, our diverse academic
offerings.”
Clare is an Eastern Washington University graduate and a reporter at Free Press Publishing.
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