Life University Marketing
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Life University communicates daily with a variety of audiences, including prospective students, current students, alumni, faculty, staff, donors, media and community partners. Effective communication begins with understanding who you are speaking to and tailoring your message to their interests, needs and level of understanding.

Whether you are writing an email, creating a presentation, speaking with a prospective student or preparing marketing materials, use language that is clear, relevant and audience appropriate. Avoid institutional jargon whenever possible and focus on benefits, outcomes and impact.

When developing official communications on behalf of Life University, consult Marketing and Communications for guidance, review and approval as needed.

Vision

A world centered on vitalistic thinking and action.

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.

Life U’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 is guided by three foundational values that influence decision-making, academic programs, leadership development and community engagement.

Lasting Purpose

Life University’s guiding principle is Lasting Purpose: To live an inner-directed life, to give, to do, to love, to serve, out of your own abundance.

Lasting Purpose reflects our belief that meaningful lives are built through service, personal responsibility and a commitment to contributing positively to the world around us.

Vitalism

Life U’s educational and clinical philosophy is grounded in Vitalism, the recognition that living systems 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.

Integrity

Integrity is defined as a state of completeness or wholeness and adherence to a consistent set of values. At Life University, Integrity serves as the foundation for personal growth, leadership, professional responsibility and service to others.

Tagline

Rise from within

Brand Themes

When communicating about Life University, emphasize:

• Purpose-driven education
• Whole-person health and wellness
• Human performance and human potential
• Leadership through service
• Personal growth and transformation
• Student-centered learning
• Innovation grounded in values
• Lasting Purpose, Vitalism and Integrity
• Career preparation and meaningful impact

Messaging Guidelines

Do

• Focus on student outcomes and success.
• Use accessible language.
• Emphasize purpose, performance and whole-person development.
• Highlight leadership, service and personal growth.
• Tailor messages to the intended audience.
• Connect academic programs to meaningful careers and lives of impact.

Don’t

• Use outdated rankings, statistics or superlative claims.
• Overuse institutional jargon.
• Make claims that cannot be verified.
• Refer to Life University as “LIFE” in external communications.
• Lead with philosophy when audience benefits are more relevant.

Short Description

Life University (Life U) is a private university in Marietta, Georgia, offering undergraduate, graduate, online and professional degree programs grounded in whole-person health, human performance and purpose-driven education. Best known for its Doctor of Chiropractic program, Life U empowers students to lead with integrity, serve with purpose and make a positive impact in their communities and professions.

Long Description

Life University (Life U) is a private university located in Marietta, Georgia, dedicated to empowering students through education that emphasizes whole-person health, human performance and purposeful leadership. Rooted in a vitalistic philosophy, Life U offers undergraduate, graduate, online and professional degree programs designed to prepare students for meaningful careers and lives of impact.

Known internationally for its Doctor of Chiropractic program, Life U also offers a growing portfolio of programs across health sciences, business, psychology, nutrition, sport and human performance. Through innovative academic experiences, hands-on learning opportunities and a supportive campus community, students develop the knowledge, skills and values needed to lead with integrity and create positive change.

Guided by the principles of Lasting Purpose, Vitalism and Integrity, Life U challenges students to rise from within and realize their fullest potential in service to others.

Founded in 1974, Life University is a private university located in Marietta, Georgia. Life U offers undergraduate, graduate, online and professional degree programs, including its renowned Doctor of Chiropractic program. Guided by its values of Lasting Purpose, Vitalism and Integrity, the University prepares students to become leaders who serve their communities and professions with purpose. Life University is accredited by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) and maintains additional programmatic accreditations in several academic disciplines.

• Founded in 1974
• Located in Marietta, Georgia
• More than 110 acres just northwest of Atlanta
• Offers undergraduate, graduate, online and professional degree programs
• Home to one of the nation’s largest Doctor of Chiropractic programs
• Guided by the values of Lasting Purpose, Vitalism and Integrity
• Vibrant intercollegiate athletics program featuring more than 20 varsity sports
• Recognized internationally for leadership in chiropractic education

Life University’s definition of wellness acknowledges the relationship between individuals, their environment and overall quality of life. Wellness encompasses Physical, Mental, Social, Intellectual, Environmental and Spiritual well-being.

Life University offers undergraduate, graduate, online and professional degree programs across the health sciences, business, psychology, nutrition, sport and human performance, and chiropractic.

For the most current list of academic programs and degree offerings, visit https://www.life.edu/academics.

In conversation, it is acceptable to say that Life University is accredited by SACSCOC, CCE, ACEND and CAATE. Official publications and compliance-related documents should use the institutionally approved accreditation language provided by Academic Affairs and Institutional Effectiveness.

Before publishing accreditation statements in marketing materials, websites, catalogs or official publications, consult the most current accreditation language maintained by the University at life.edu/about/accreditation/.

When using an acronym in official communications, spell out the full name on first reference and include the acronym in parentheses.

Example:

“Life University’s Center for Health and Optimum Performance (C-HOP) provides clinical services to the public. C-HOP also serves as a valuable learning environment for students.”

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

Publications
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)
YEL—Your Extraordinary LIFE

Miscellaneous
ACA—American Chiropractic Association
DE—Dynamic Essentials
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

As a general rule, AP Style should be the default standard for University communications. In cases where Life University has established institutional preferences, Life University style takes precedence.

When in doubt:

• Follow AP Style.
• Use “Life U” rather than “LIFE.”
• Use audience-centered language.
• Avoid outdated statistics and claims.
• Consult Marketing and Communications for guidance on branding, messaging and editorial standards.