So what is the root cause of the need for change? An expected loss of revenue (budget gap) due to "declining" enrollment. What caused the declining enrollment, it wasn't because of the changes and beautification of campus. The decline in enrollment was specifically due to a desire to do two things....1) increase the graduation rate...2) make the university more prestigious by increasing the metrics of incoming freshmen. So now because of the change to being an "open enrollment" university the new president is stuck with an image problem. The University of Akron, despite what the alumni and students know, is viewed as a commuter school, a last choice school. That is not an ideal image when you want to improve the type of student you want to attract. Now I disagree with some of the decisions, lower the cost of intro credits and raising fees on 300-400 level classes. That is counter productive to goal number of increasing the graduation rate. It promotes dropping out or transferring to other schools. Quite frankly it's a car sales technique that has no place in public education. Outside of that, the re-branding concept seems great. Establish an identity that as been lacking. People with knowledge pigeon holed UA as an engineering school even though it has many strong programs. The problem with the re-branding is that people "understand" polytechnic as "tech" and you put yourself at the disadvantage of having to educate people on what a polytechnic school is. Also the lack of transparency (though necessary as to avoid other schools from stealing the idea) created fear of a name change. Growing pains are rough, I remember when Proenza first took over, the increase in fees to pay for buildings that no one would see or use for 4 years hit a lot of people the wrong way, and enrollment dropped (below 25,000 at one point). But it eventually grew again. As Akron positions itself as a school of first choice, there are going to be some growing pains, but I think we will see improvement more quickly.