Life University Marketing
Ready-to-Use Copy

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 marketing 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 Department before sending out official communication under the auspices of Life University. In the meantime, many elements of approved copy can be found below in our Communications Toolkit.

Life University Vision

A world centered on vitalistic thinking and action.

LIFE's Credo

We believe

that living systems are self-aware, self-developing, self-maintaining and self-healing.

We understand

that living systems function best when operating free of interference.

We recognize

that interference results in the diminished expression and quality of life.

Therefore, Life University’s programs are designed to educate students to identify and correct interference, allowing living systems to improve expression of their innate potential.

Life University Mission

The mission of Life University is to empower each student with the education, skills and values to maximize the perfection within, based upon a vitalistic philosophy.

Life University is committed to a global vision and excellence in teaching, learning and research, providing an exceptional student experience leading to a life of Integrity and Lasting Purpose.

Missions of the Three Colleges

College of Chiropractic

The Mission of the College of Chiropractic is to educate, mentor and graduate contemporary and compassionate Doctors of Chiropractic, based on a model of Vertebral Subluxation. The College establishes an environment demonstrating the expression of University core values; to embody Vitalism, nurture the standard to live an exceptional life of Integrity and be of service to the world.

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.

College of Online Education

The Mission of Life University’s College of Online Education is to provide a high-quality global online educational experience, based on a vitalistic philosophy, that maximizes each student’s innate potential to pursue their goals and assume roles in leadership and the workplace through the application of integrity and principles of Lasting Purpose.

LIFE's Promise

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 healthcare system.

Institutional Goals

Goal #1

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.

Goal #2

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.

Goal #3

Enhance the student experience through a culture of professional development and optimal personal wellness based on a vitalistic philosophy.

Strategic Initiatives

Initiative #1

Become the preeminent performance-centered vitalistic health care institution in the world.

Initiative #2

Become the unchallenged leader in providing practical applications for success in business and in life.

Initiative #3

Break into the U.S. News & World Report annual rankings.

Initiative #4

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: Lasting Purpose, Vitalism and Integrity.

Lasting Purpose

Life University’s guiding principle is Lasting PurposeTo live an inner-directed life, to give, to do, to love, to serve, out of your own abundance. Life University believes that a willingness and desire to serve your community and your fellow man are just as important as academic pursuits. This attitude stems from the recognition that each individual has been given certain gifts, and as a citizen in the world community, it is your duty to give, to do, to love, to serve, out of your own abundance.


LIFE’s educational and clinical philosophy is based on Vitalism—our recognition that the Universe itself is self-conscious, and as such, creates itself as a dynamic system wherein living organisms are self-developing, self-maintaining and self-healing.

Our Vitalistic Ethos – We acknowledge that the phenomenon of life is fundamentally original, adaptable and unpredictable. It is original in that life creates its own meaning; adaptable in that it expresses itself through overcoming entropy; and unpredictable as it transforms itself and evolves.


Life University’s value of Integrity is defined as a state of completeness or wholeness; adherence to a set of values, implying wholeness of body, mind and spirit; and in our relationships with people and the planet. Integrity provides the underpinning for the responsible exercise of our rights and responsibilities as human beings. Integrity leads to empowerment and excellence, while a lack of integrity results in mediocrity. Life University teaches students how to manage personal integrity and function as valued citizens within the academic, healthcare and larger communities.

Wellness Lifestyle

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.

Standard Boilerplate

Founded in Marietta, Georgia in 1974, Life University is a health sciences institution most known for its chiropractic program, the largest single-campus chiropractic program in the world. Life University is regionally accredited by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) to award baccalaureate, master’s and Doctor of Chiropractic degrees, and also has programmatic accreditation through the Council on Chiropractic Education (CCE), the Accreditation Council for Education in Nutrition and Dietetics (ACEND) and the Commission on Accreditation of Athletic Training Education (CAATE). 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.

Accreditation Language

In conversation, it is fine to simply say we are accredited by SACSCOC, CCE, ACEND and CAATE. 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 baccalaureate, 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.

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
(404) 443-8877

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.

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
(512) 733-9700

Elevator Speech (Short Description)

Life University (LIFE) offers a variety of revolutionary undergraduate and graduate programs rooted in innovation and purpose, along with the world’s most extensive and philosophically sound Doctor of Chiropractic program. LIFE is breaking boundaries in multiple disciplines across the health and wellness spectrum by impacting and inspiring future leaders to become life-changing revolutionaries.

Lunch Speech (Long Description)

Life University (LIFE) offers a variety of revolutionary undergraduate and graduate programs rooted in innovation and purpose, along with the world’s most extensive and philosophically sound Doctor of Chiropractic program. LIFE is breaking boundaries in multiple disciplines across the health and wellness spectrum by impacting and inspiring future leaders to become life-changing revolutionaries.

While Life University is most known for its Doctor of Chiropractic program (the largest single-campus chiropractic program in the world), the University also offers 14 undergraduate degrees and a pre-Doctor of Chiropractic pathway. Three graduate degrees are available, encompassing areas of sport health science, clinical nutrition and positive psychology. Some degree programs are also offered to distance learners through the College of Online Education.

LIFE’s 110-acre campus in Marietta, Georgia, just northwest of Atlanta, is home to more than 2,800 undergraduate, graduate and professional students who come from all 50 United States and more than 45 countries.

The University strives to empower its students to succeed both professionally and personally. At LIFE, we innovate our approach to higher education, while also remaining true to our philosophical commitment to produce informed leaders who exemplify humanistic values in their professions. To achieve this goal, LIFE recognizes and demonstrates its dedication through three official Life University Values: Lasting Purpose, Vitalism and Integrity.

History of Life University

The idea for Life University was conceived among a group of prominent chiropractors led by Dr. Sid Williams during several retreats in Ormond Beach, Florida. The discussion centered on the need for a principled and vitalistic-based chiropractic college in the Southeast.

In 1975, Life Chiropractic College opened its doors using half of what was, at the time, the Georgia Unemployment Office. Twenty-two students attended the first classes in January 1975. Since that “Day One class,” the school has grown both in enrollment and physical space, acquiring land and buildings while also constructing new facilities. Currently, Life University occupies 110 acres of property on the northwest corner of the intersection of Cobb Parkway (U.S. 41) and South Cobb Drive (U.S. 280) in Marietta, Georgia.

By 1990, under the leadership of founder/president Dr. Sid Williams, Life College had grown to become the largest chiropractic college in the world.  In 1996, Life College expanded its degree offerings to include an undergraduate school and became Life University.

In June 2002, Life University’s accreditation was questioned by the Council on Chiropractic Education (CCE) and the Southern Association of Colleges and Schools (SACS). Accreditation by the CCE was temporarily suspended before being restored by a federal court injunction. Life University was put on temporary probation by SACS, but returned to normal status soon after the accrediting restoration by CCE. During this time, Dr. Sid Williams resigned as President of Life University.

Michael Schmidt, D.C. was installed as interim President in July 2002. Dr. Schmidt diverted resources from many of the programs and initiatives secondary to academics, such as the athletic program, in order to keep the University solvent. Other cost-cutting measures included workforce reductions, and the sale of off-campus administrative and industrial buildings owned by the University. During the relative uncertainty of this period in LIFE’s history, enrollment dropped significantly.

In January 2003, Benjamin DeSpain, Ph.D. was named President. Prior to his arrival, Dr. DeSpain had developed a reputation in his previous positions in higher education for turning the most challenging situations into opportunities for growth. It was during his tenure that the University’s programmatic accreditation was restored retroactively by the federal court.

In March 2004, Guy F. Riekeman, D.C., was installed as President of Life University, a role in which he served for more than 13 years through May 2017 when he was appointed University Chancellor. Dr. Riekeman, former Chancellor of Palmer College of Chiropractic, played a key role in restoring Life University’s credibility as an institution of higher learning while serving as president. Within months of his appointment, he raised millions of dollars for capital expenditures and operating costs. Dr. Riekeman also led the University through reaffirmation of accreditation by SACS and CCE. Enrollment began growing again in 2004 and has been increasing consistently ever since. By 2008, Life University once again housed the largest single-campus chiropractic college in the world, a distinction it holds to this day.

While under the direction of Dr. Riekeman, LIFE underwent transformational innovation that set a standard of world-class excellence in physical campus, curriculum design, academic programs and national policy. Dr. Riekeman established Life U as a premier university with an international reputation for service and as a thought leader in the healthcare industry.

Changes included new construction built to Gold-level LEED standards, the “greening” of the campus and modernization of existing buildings. Life University also established chiropractic clinics in places such as China and Costa Rica, while also promoting 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 and more, and affected national testing protocols.

Additionally, LIFE is known throughout North America for its sports programs, especially its top-ranked rugby program. LIFE continues to influence policy makers via its forums and summits organized through the Octagon, a global think tank serving to advance dialogue on health care and in the community at large related to the University’s Eight Core Proficiencies.

In May 2017, Rob Scott, D.C., Ph.D., was named the fifth President of Life University. Dr. Scott came to Life University in 2005 as the Dean of the College of Chiropractic before moving to Vice Provost and executive leadership roles in Academic Affairs. He has also worked as the Dean of Chiropractic at Northwestern Health Sciences University and as the Vice President for Academic Affairs at Logan College of Chiropractic. Most recently before his appointment to President, Dr. Scott served as University Provost from October 2015 to May 2017. Dr. Scott brings more than two decades of experience in academia, Chiropractic and health care to his role as President. His ability to lead and manage LIFE’s educational programs and steer its vision forward will continue to make this not-so-little University one that continues to change the world and create thought leaders in a variety of healthcare disciplines.

Facts, Stats, Distinctions & Brags

  • Life University is home to the largest single-campus chiropractic college in the world.
  • 88% of Life U’s chiropractic graduates pass all parts of the NBCE Licensing Exam within six months of graduation [Data from last four calendar years (2013-2016).
  • Life U’s William M. Harris Center for Clinical Education contains a 23-room assessment center with state-of-the art video and audio capture technology that is the largest of its kind in chiropractic education.
  • Life U has an enrollment of 2,814 students: 939 undergraduates, 1,857 graduate/professionals and 18 non-degree seeking (primarily in Dietetic Internship program). 52% of those are female and 48% are male (Fall 2020).
  • 38% of Life U’s student body are minority students, and the AJC published an article ranking Life U as the 8th most diverse university in Georgia (Fall 2016).
  • Public Health Online ranked LIFE’s nutrition program in the Top 40 in the country in 2016.
  • Life U’s Master of Science in Positive Psychology degree is one of only a handful of its kind in the United States.
  • More than 20,000 vehicles come to view our annual Lights of LIFE holiday light show, one of the largest and most affordable holiday light shows in the Southeast.
  • Life U has partnered with to integrate Compassionate Integrity Training into the Good Work Institute’s Hudson Valley curriculum.
  • Life U’s Chillon Project, a degree-granting program in Georgia’s prison system for incarcerated students and correctional officers, was launched and began classes in 2016.
  • Vital LIFE Health Center, an innovative healthcare collective in Midtown Atlanta that combines a birth center, chiropractic care, functional neurology, psychotherapy, naturopathy and more to create whole-health wellness was opened to the public in 2016.
  • Life University hosts the annual Octagon Conference to bring together global leaders in health care and policy making to have world-changing dialogues on healthcare and the human endeavor.
  • Our Center for Compassion, Integrity and Secular Ethics (CCISE) is working together with Children in Crossfire to bring compassion, mindfulness and secular ethics into schools in Derry, Northern Ireland, and from there hopefully into the general curriculum for Irish schools and beyond.
  • Life University, since 2012, has  worked in cooperation with Tsinghua University in Beijing, China. As one of the premier universities in China, the center serves as an excellent platform to promote Chiropractic to academic elites, high level government officials and industry leaders.
  • In December 2015, Life U signed an undergraduate/graduate articulation agreement with Wenzhou Medical University in Wenzhou, China. This agreement allows Wenzhou undergraduate seniors to attend Life U and obtain a B.S. in Exercise Science, and then be able to go on to an M.S. in Sport Health Science. Qualified students may enter the Doctor of Chiropractic program as well.
  • Dr. Hussein Elsangak, full-time Clinical Sciences faculty member in the College of Chiropractic at Life U, is a board member for the Alliance for Health Promotion, a Geneva-based, non-governmental organization (NGO) holding consultative status with the World Health Organization (WHO).
  • In 2008, Life University and Universidad de Costa Rica (UNA) agreed to cooperative programs and research with the School of Human Movement and Quality of Life. Since then the relationship has produced opportunities for student and faculty exchange at the Cardio-Rehabilitation Center at UNA, participation in their annual symposiums, as well as ongoing research projects.
  • Life University’s Athletic Department houses 23 intercollegiate sports teams, including 11 women’s teams, 11 men’s teams and one coed team.
  • Life U’s sports teams have won 29 combined national championships.
  • The Life U Men’s Undergraduate Varsity rugby 15s team has made it to the USA Rugby Division 1A National Championship for four consecutive seasons (2013-2016), winning it twice (’13 and ’16).
  • The Life U Women’s Undergraduate Varsity rugby 7s team won both the USA Rugby Collegiate 7s National Championship in 2016 and the Collegiate Rugby Championship in both 2016 and 2017.
  • The Life U Men’s Basketball team has won three NAIA National Championships (1997, 1999, 2000). They finished as Runner-Up in 2017.


Life University is 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 patient 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 (when referencing the college) or Center for Graduate and Undergraduate Studies (when referencing the campus building)
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

Accrediting Agencies
ACEND—Accreditation Council for Education in Nutrition and Dietetics
CCE—Council on Chiropractic Education
SACSCOC—Southern Association of Colleges and Schools Commission on Colleges
CAATE—Commission on Accreditation of Athletic Training Education

DLW—Daily LIFE Wire
LN&E—LIFE News & Events
FSN&E – Faculty/Staff News & Events
TCL – Today’s Conversations on Leadership (formerly Today’s Chiropractic Leadership & Today’s Chiropractic Lifestyle)
(formerly Today’s Chiropractic Lifestyle)
YELYour Extraordinary LIFE

ACA—American Chiropractic Association
DE—Dynamic Essentials
F4CPFoundation For Chiropractic Progress
FCAFlorida Chiropractic Association
FCSFlorida Chiropractic Society
GCA—Georgia Chiropractic Association
GCC—Georgia Council of Chiropractic
ICAInternational Chiropractors Association
WCA—World Chiropractic Alliance
WFC—World Federation of Chiropractic

Degrees and Style Guide


Associate Degrees
Computer Information Management (A.S.)
Health and Wellness (A.S.)

Bachelor’s Degrees
Biology (B.S.)
Biopsychology (B.S.)
Business Administration (B.B.A.)
Computer Information Management (B.S.)
Culinary Nutrition (B.S.)
Dietetics (B.S.)
Exercise Science (B.S.)
Health Coaching (B.S.)
Human Ecology (B.S.)
Interdisciplinary Studies (B.S.)
Nutrition (B.S.)
Psychology (B.S.)

Master’s Degrees
Sport Health Science (M.S.)
Clinical Nutrition (M.S.)
Positive Psychology (M.S.)

Doctorate Degree
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.

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