Superheroes For Jacob: Ordinary People, Extraordinary Compassion

(Someone was kind enough to ask me recently what has been one of my favorite things I’ve written over the years. This story immediately came to mind, because it highlighted the way people came together with a single purpose. I first wrote it in October of 2016, in the days following a heartbreaking tragedy, and today I want to re-share it here. It captured the strength and compassion of a community united in love and support.)

I saw a lot of superheroes in Gaffney today.

They were white and black, young and old. Two were in wheelchairs.

It was obvious that some had plenty of money, while others surely didn't.

Not one of them had on a cape, spandex leggings, or a mask.

But they were collectively strong enough to lift a whole town on their backs.

Superheroes, every single one.

They were the people lined up around a long t-shirt shelf at Walmart. They flipped through red, blue, and black fabric, looking for the design and the size they wanted. A few found what they were looking for, but most eventually left empty handed.

Throughout their search, they smiled at one another. They helped each other. They were strangers who bonded for a single purpose.

To honor Jacob.

I stood there watching them while waiting my turn. At times it made me smile. At other times, it brought tears to my eyes for all the right reasons.

Little 6-year-old Jacob Hall died on Saturday, after being shot on the playground at his Townville elementary school three days before. He will be laid to rest on Wednesday, wearing a Batman costume. His family, pallbearers, and friends will be in superhero costumes, too. Because Jacob loved superheroes, his mom explained. He loved everything good in this world.

And the world was doing good things today. At least in Gaffney. And other towns, too. People who never met Jacob were looking for superhero t-shirts to honor his memory and to lift the spirits of his family.

Some were likely spending money they had previously set aside for a nice family meal, a trip to the movies, or to pay a portion of the power bill. Instead, they were buying t-shirts, or attempting to, to support the #SuperheroesForJacob initiative that is asking as many people as possible to dress in superhero attire on Wednesday.

At times like this, it is difficult to imagine what good can come from such a tragedy. But today I caught a glimpse of it. People were showing love to Jacob, his family, and the Townville community in a small yet powerful way.

Yes, each and every one of them were superheroes today. They probably didn’t realize it, but they were shouldering the mournful weight of that small little community in Anderson County – giving strength to Jacob’s loved ones with their love and compassion.

Unlike most, I was able to find a t-shirt in my size. Many of the others eventually gave up the search, vowing to drive to other stores in Shelby or Spartanburg. They left that Walmart disappointed because the shelves were already bare, but they walked away smiling, many talking to people they had just met.

Jacob would have liked that, because he loved superheroes.

And Gaffney was full of them today.

(Below is a photo of a lot of "Superheroes for Jacob" at Limestone University.)

Faith, Football, and Friendship: Remembering Steve Wilson

As another high school football season kicks off, my thoughts turn to my friend and former Gaffney High defensive coordinator, Steve Wilson. When Steve passed away unexpectedly in November 2021, I wrote the reflection below. Today, I share it again as a tribute to a man whose impact reached far beyond the football field.

It was 1991 when this tornado of a guy came blowing into Gaffney. He was a little bit wild and a whole lot of crazy.

I liked him, instantly.

Steve Wilson became one of my closest friends from the start. He arrived from Florida with new Gaffney High head football coach Joe Montgomery just a few short weeks after I became the managing editor/sports editor of the upstart Cherokee Chronicle newspaper. Our lives met at that intersection of our careers, so it just seemed like fate that we would have a friendship that would last for over three decades.

A native of Louisville, KY, Steve took me to his hometown to experience the Kentucky Derby first-hand. I remember asking him if I needed to bring a suit to wear to the races, and he laughed out loud because he knew we wouldn’t be in the grandstands with the rich and famous. We were in the infield with the party people. Steve’s people. I’m not sure we even saw a horse that day. But it was an experience of a lifetime, and to this day, I love horse racing, and my family hosts a Kentucky Derby Party each year on the first Saturday in May.

More than the Derby itself, what stands out from that trip are the people we met as we stopped by his old haunts in Louisville during the two nights before the races. Remember Norm from the “Cheers” TV show? That was Steve everywhere we went. Everyone knew him, everyone loved him, and I was welcomed as their friend simply because I was with him.

I realized right away there was much more to Steve if you simply scratched the surface a little.

He brought me into his world, so I pulled him into mine. He was a regular at The Chronicle offices each Monday and Wednesday night as we burned the midnight oil to bring those first papers to life. He volunteered with me as we produced concerts for the S.C. Peach Festival. He traveled around the country with me and the rest of the crew that put-on weekend shows and events for Hollywood’s Productions. If you didn’t know any different, you would have been sure that Steve was just another good ol’ boy from Gaffney.

And there were the Friday nights under the lights at The Reservation. Steve was the defensive coordinator for the Indians and helped lead GHS to a state title in 1992 and a Top 10 national ranking in 1993 before a heart-breaking loss in the state championship game.

It was Steve who headed up the Gaffney-Spartanburg alumni football game as part of the Peach Festival the year that Bob Prevatte Field was named at the old stadium.

Through the Peach Festival and Hollywood’s Productions is where Steve met our friend Les Gregory. Les had a personality that was the exact opposite of Steve’s, yet they couldn’t have loved each other any more than they did. After Les was diagnosed with cancer, Steve and I would visit him in the hospital and together we would give his bald head a fresh shave. We spent the entire night with Les the night before he died. He cried together when he passed away the next day. When I wasn’t sure I had the emotional stability to serve as one of Les’ pallbearers, it was Steve who stood beside me to make sure I was going to be okay.

And he was standing beside me again, as a groomsman, when I married the love of my life in 1997. His karaoke at the wedding reception was so unforgettable that people still ask me about it to this day.

A few months after the wedding, I took a new job in a new town. Steve helped load the little bit of furniture Dawn and I had in our small apartment, and he drove the U-Haul to Anderson. We had bought a used washer and dryer, sight unseen, from a couple who had a big fancy house. And because they weren’t home at the time, Steve drove that U-Haul right across their beautiful green grass to get closer to the laundry room. 

While Dawn and I were starting our new life in Anderson, Steve’s career took him to coaching jobs in Blacksburg and Cherryville. He was elected to Town Council in Blacksburg. And eventually, he moved back to coach in Louisville to be closer to his daughter and his parents.

A job at Limestone University brought me back to my hometown in 2013, and low and behold, just a few years later, that same tornado of a man who blew into town over 30 years ago was back, too.

We picked up right where we left off. After retiring from coaching, he often joined me and the WZZQ crew that carried Gaffney football across the airwaves on Friday nights. On Saturdays, he was right there with me many times for Limestone football games too, cheering just as passionately as if he were still on the sidelines.

His wild and crazy days were well behind him. He loved my family, and we loved him right back. Most of all, he loved the Lord. You didn’t have to ask him, because he was quick to tell you how God had changed his life. You no longer had to scratch the surface to find the good in Steve. He wore his faith on his sleeve, and he shared it without hesitation.

I talked to Steve for the last time this past Tuesday morning. We spoke on the phone about his surgery the day before, his prognoses for a full and healthy recovery, and we talked about the Gaffney Indians’ big game coming up.

Like he always did, as we were hanging up, he told me that he loved me. And I said the same to him.

I lost my friend a few hours later.

Steve Wilson was one-of-a-kind. He was a force of nature. He was as good a friend as a friend could have.

And today, I am missing him.

I will think of him every time those horses run at Churchill Downs. I’ll remember how much he loved the Indians each time I see those players come running out of that tunnel and onto the field.

I’ll never forget how much Steve loved life and cared about his friends. And I’ll spend the rest of my days trying to emulate that.

Just like he did on that trip to Louisville long ago, I know that one day Steve will be there to show me around Heaven.

Until then, my friend.

 

Leading with Fresh Eyes: Why Every Institution Deserves Its Own Approach

Taking on a new leadership role is an exciting opportunity to shape vision, build trust, and guide an institution forward. The challenge comes when leaders rely too heavily on what worked in their previous roles. Success in one place does not guarantee success in another, because every institution has its own history, culture, and people.

The traditions of a university or organization are not just ceremonial events. They represent the fabric of the community. Ignoring or dismissing them simply because they are unfamiliar can damage trust before it is built. 

At Limestone University, I was often reminded of how important these traditions can be in shaping pride and identity. 

A thoughtful leader embraces that heritage, then looks for ways to introduce new ideas gradually, in ways that strengthen rather than replace.

Too often, leaders arrive with a ready-made playbook, making changes to programs or altering long-standing practices before they fully understand their new environment. The issue is not change itself, but the assumption that the same strategy will succeed everywhere. 

Leaders who consistently fall back on what worked in their previous role may not fulfill the expectations we hoped for in their new position. A leader who does not genuinely appreciate the institution they are joining can be tempted to reshape it to resemble their former workplace, but this approach overlooks the unique character and strengths of the new community. Leadership is never one size fits all.

This principle was often highlighted by former Limestone President Dr. Walt Griffin, who led the institution for a quarter of a century. He frequently encouraged leaders to approach their work with the mindset captured in Loren Pope’s book Colleges That Change Lives. One phrase he often repeated was "find a small college and fall in love with it." The message is clear. Leaders who truly care about the institution they join take the time to understand and value its unique qualities rather than simply trying to replicate past experiences.

Those who embrace this mindset are more likely to build trust, honor tradition, and guide meaningful progress.

The most effective leaders pair confidence with humility. They listen first, adapt what they know, and respect the uniqueness of the place they now represent. Experience matters, but so does the willingness to learn.

Leadership is not about recreating the past. It is about helping a new community thrive on its own terms. By honoring tradition while carefully guiding progress, leaders can build trust, inspire momentum, and create a legacy that lasts.

Five Things I Wish Every University Leader Knew Before a Crisis Hits

When I look back on my time leading communications and marketing at Limestone University, I think first about the incredible stories we were able to share about students, faculty, and alumni. But I also think about the harder days, the ones that tested us as a campus community. 

We faced student deaths that broke hearts, misconduct from a former employee that reflected negatively on the institution, severe weather that disrupted operations, and even students getting into trouble with law enforcement. None of it was easy, but those experiences taught me a lot about what it really takes to lead during a crisis.

If I could sit down with every university president or senior leader, here are five things I would want them to know before that dreaded phone call ever comes.

1. Silence is not safety

It might feel safer to wait until you have every detail nailed down before saying anything. The truth is, silence almost always backfires. Rumors travel faster than facts, and people will fill the void if you don’t. Even a short, honest update is better than nothing.

2. Relationships are your lifeline

In a crisis, your relationships matter just as much as your messages. The trust you’ve built with students, faculty, staff, alumni, and the local community will carry you through the storm. And that includes the media. Having open and honest relationships with local reporters can make all the difference. If they already know you as a straight shooter, they are more likely to give you a fair shake when the headlines are tough. At Limestone, I saw firsthand how consistent communication during normal times made it so much easier when the difficult moments arrived.

3. Your team needs clarity, not perfection

Leaders often get stuck searching for the perfect response, but that delay can leave your team spinning their wheels. What people really need is direction, even if it is not flawless. Give them a clear path, then adjust as more information comes in.

4. The effects echo far beyond the moment

Crises don’t just end when the emails stop or the cameras leave. A student tragedy can weigh on a campus for years. A headline about misconduct can resurface long after you think it has passed. Leaders have to think beyond the immediate response and prepare for how the situation will shape reputation, trust, and morale well into the future.

5. Leadership cannot be delegated in a crisis

This one is big. Too often, communications teams are left to carry the weight while the top leaders step back. And while communicators are vital, during challenging moments, people expect the message to come from the very top of the organization. In times of uncertainty, people want to hear directly from the institution’s highest leader. The best leaders don’t leave their teams holding the bag. They stand beside them, take responsibility, and model the kind of calm and steady leadership the community needs.

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 Crises are going to happen. No institution or organization is immune. What matters is how leaders respond when the pressure is on. My time at Limestone showed me that preparation, honesty, and compassion are the three things that truly matter most when everything feels uncertain.

The day will come when everything feels uncertain, when the pressure is high and every decision matters. In that moment, true leadership shows itself not in words on a page but in presence, courage, and steady action. The people you lead will look to you for clarity and calm, for confidence and direction. The question is not if that day will come, but whether you will be ready to stand at the front, guide with purpose, and shoulder the responsibility alongside your team.

How to Align Communications Strategy with Institutional Vision

In higher education, it’s easy to get caught up in campaigns, deadlines, and the constant push for visibility. But a communications strategy should always be more than tactics. At its best, it reflects the heart of an institution’s vision and helps people see how that vision comes alive every day.

When I served as Vice President for Communications & Marketing at Limestone University, a non-denominational Christian liberal arts institution, this lesson guided everything our team did. Limestone’s mission was about transformation and opportunity, especially for first-generation students who might not have had a chance at college anywhere else. Limestone was a perfect fit for those students, a place that met them where they were and gave them the opportunity to succeed. To serve that mission well, our communications had to do more than look polished, they had to be authentic and connected to that bigger purpose.

Grounding Strategy in Mission

The first step is getting crystal clear on what the institution stands for. At Limestone, we constantly came back to the same question: how does our mission guide the way we talk about ourselves? Instead of chasing prestige or exclusivity, our focus was on accessibility, community, and the life-changing power of education. That clarity shaped every campaign, press release, and post.

Storytelling with Purpose

The best way to share vision is through people. We told the stories of first-generation students who persevered, faculty who invested deeply in mentoring, and alumni who carried Limestone’s spirit into their communities. Each story was another reminder that Limestone’s environment was uniquely suited for students who needed a place that believed in them, even before they fully believed in themselves.

Consistency Across Channels

A vision can lose impact if it sounds different in different places. That’s why we worked hard to make sure the same message came through whether someone was scrolling the website, reading a news story, or stepping onto campus. That consistency built trust and gave the university a recognizable voice.

Adapting While Staying True

Of course, communication methods must evolve. During my years at Limestone, we embraced new platforms and experimented with fresh ways to tell our story. But through every change, we stayed grounded in the same promise: Limestone was a place where opportunity met transformation.

Reflection

Although Limestone eventually closed, I am proud of how our team carried the mission forward in every message we crafted. Aligning strategy with vision doesn’t guarantee an institution’s survival, but it does ensure that the story is told with honesty and heart.

For today’s communicators, the charge is clear. Stay anchored to the vision. That alignment turns communications into something greater than marketing, it becomes a reflection of the institution’s deepest values.

Tradition and Innovation in School Marketing: Finding the Sweet Spot Between Legacy and Modern Appeal

Schools and colleges often face a familiar challenge in their marketing: how to celebrate a proud history while also proving they are preparing students for the future. Striking that balance is not easy, but it can be one of the most powerful ways to build a brand that resonates. What follows are a few recommendations drawn from my own experience leading communications and marketing at Limestone University.

Limestone’s story was one worth telling. Founded in 1845 as the first women’s college in South Carolina and one of the first in the nation, it carried a legacy that few schools could match. That history spoke to resilience, vision, and a deep commitment to education at a time when opportunities for women were rare. Honoring that past gave us a foundation that made the institution instantly credible and unique.

But history alone was not enough. Over the decades, Limestone grew to become a leader in adult education and online learning, long before online platforms became mainstream. That pioneering spirit showed that innovation was not new to Limestone, it was woven into the DNA of the institution. By sharing stories of graduates who earned degrees while working full-time or raising families, we demonstrated that Limestone had always found ways to meet students where they were.

That commitment to growth continued with the expansion into graduate programs and the evolution from Limestone College to Limestone University. The name change was more than cosmetic. It signaled that Limestone was stepping into a broader role, offering advanced degrees while still honoring its historic roots. 

For our marketing team, this meant leaning into both sides of the story: respecting the institution’s place in history while highlighting the progress and transformation that kept it relevant.

Here are three takeaways for schools trying to strike that same balance:

1. Make history meaningful. A founding date or milestone has value, but the real impact comes from connecting that moment to the school’s ongoing story. Show how the spirit of those early years still influences decisions and direction today.

2. Connect tradition and innovation, rather than presenting them separately. If your institution broke barriers 150 years ago, make it clear how that same spirit drives your new initiatives.

3. Tell stories that bridge generations. A prospective student may not connect with a historic plaque on campus, but they will connect with a story about how the same school that once pioneered education for women now leads the way in flexible online learning.

The sweet spot comes when tradition and innovation are no longer competing messages but part of one unified story. At Limestone, that became the heart of our brand, and it helped us reach students of all ages.

Although Limestone ultimately closed its doors, the way we shared its story captured the heart of the institution. Marketing cannot solve every challenge a school may face, but it can ensure that the legacy of an institution is understood and remembered. By honoring Limestone’s past and highlighting its spirit of innovation, we preserved the narrative of a place that mattered deeply to generations of students and alumni.

The most successful schools are the ones that understand their history is not just something to preserve, it is something to propel them forward. When you show how your legacy fuels your progress, you invite people to believe in both your past and your future. That is the kind of story that inspires students, alumni, and entire communities to be part of something bigger than themselves.

Telling the Story Beyond the Classroom: Content Ideas That Resonate

If you really want to reach prospective students, you cannot just list programs and show off buildings. You have to show them what life there actually feels like. They are not just picking a school, they are choosing a community and a future. The more you can paint that picture through real stories, the more they can see themselves becoming part of it.

Your mission statement is not just something on the website. It is a promise that comes to life in the experiences of your students. Every new face on campus brings their own dreams, struggles, and hopes. Every graduate carries a story that can inspire someone else to take that same leap. Sharing those stories is one of the most powerful ways to connect with students who are still deciding where they belong.

During my time marketing Limestone University, I had the privilege of witnessing countless moments where the university’s mission became real in the lives of its students. I watched dreams take shape, barriers fall, and futures open wide. Whether it was telling the story of a first-generation graduate or highlighting an athlete who turned a scholarship into a career, these moments showed future students exactly what was possible for them.

Why Stories Work
Facts and numbers have their place, but they do not make someone feel the heartbeat of your school. Sure, it is impressive to say that most graduates have jobs within six months. But telling the story of a first-generation college student who landed a role in their dream field? That sticks. It makes a prospective student think, “If they did it, maybe I can too.”

People want to know more than what classes you offer. They want to know what life will be like there, who will be cheering them on, and how they will grow beyond what they thought possible. Stories about campus life, friendships, and personal breakthroughs show them exactly that.

Finding the Stories
You do not have to look far. Grab coffee with a student and ask about their biggest challenge this year. Watch a rehearsal, a service project, or a big game. Chat with someone about a time they almost gave up but did not. The best stories often come from everyday moments that turn into something unforgettable.

Here are a few ways to use those stories in your marketing:

1. Profiles of Purpose – Share students who connect their learning to a cause they believe in.

2. Journeys of Resilience – Highlight students who pushed through obstacles and came out stronger.

3. Moments of Impact – Capture small, life-changing moments when someone found clarity or encouragement.

4. Life After Graduation – Show alumni using their education to make a difference.

5. Behind the Scenes – Spotlight the faculty and staff who make those moments possible.

Bringing Your Mission to Life
When prospective students read a story, they should be able to spot your mission in action without you ever having to spell it out. If your mission is about leadership, show students leading projects or mentoring others. If it is about service, feature those giving back to the community. Every story that reflects your mission builds trust and helps students feel like they already know your school.

Turning Inspiration into Action
A good story does more than make someone smile. It can inspire them to take the next step. Maybe they book a campus tour, start their application, or reach out to admissions. It can even be the reason they choose your school over another.

Marketing is not just about telling people what you offer in the classroom. It is about showing who you are outside of it. When you share stories that go beyond academics, you are inviting students to imagine themselves right in the middle of those moments. That is when they start thinking, “This is where I’m meant to be.”

The Lasting Value of Small Private Schools in Education

Every student deserves a place where they feel seen, valued, and supported. For some, that place is found in a bustling public school or a sprawling state university. For others, it is discovered in the halls of a small private school, where familiar faces greet them each day and where their name is known long before it appears on a diploma. Over the course of my career, I have seen how life-changing that kind of environment can be, and it is why I believe small private schools hold a vital place in our educational system.

I also have a deep respect for public education. I grew up in the public school system through high school and I am a proud graduate of Gaffney High School, a place that has long been a source of pride for the community and that continues to make a meaningful impact on the lives of its students. Public schools play an essential role in providing access and opportunity for millions of students, and many of the educators who shaped my own life were from that system.

Large public institutions, both K-12 and higher education, have many strengths. They often offer a wide range of programs, expansive facilities, and vast networks. But they are not the right fit for every student. Some thrive in a smaller, more personalized setting, where their voices can be heard and their needs addressed without getting lost in the crowd.

During my years as Vice President for Communications and Marketing at Limestone University, I saw firsthand how transformative a small private college can be. Limestone welcomed students from every background, including those who had struggled to find their place in larger settings. On our campus, professors knew students by name, staff members could spot when someone needed encouragement, and opportunities to lead and contribute were available from the very first semester.

That culture of connection and care is not unique to higher education. Many K-12 private schools embrace the same approach. Smaller class sizes make it possible to tailor instruction to each student’s strengths and challenges. Close-knit communities foster a sense of belonging that can be especially powerful during formative years. And because students are known as individuals, they are often more willing to take risks, try new activities, and step into leadership roles.

I think of students at Limestone who began their journey uncertain of themselves and graduated with confidence, purpose, and lifelong friendships. I also think of K-12 students in private schools who are encouraged daily to pursue excellence, develop character, and see learning as more than a set of assignments. The value is not just in academic preparation, but in the development of the whole person.

Education should never be one-size-fits-all. The strength of our system lies in offering a variety of paths that meet the diverse needs of students. Small private institutions, from elementary schools to universities, provide an essential option.

For many students, these schools are more than classrooms and hallways. They are places where potential is recognized, where dreams are nurtured, and where every accomplishment is celebrated. They are communities that remind us that education is not just about preparing for the next test or the next job, but about shaping the next generation of leaders, thinkers, and compassionate citizens.

When we invest in the mission of small private schools, we invest in futures that might otherwise never be realized. And when a student walks across the stage, diploma in hand, ready to take on the world, we are reminded why these institutions matter so deeply. They change lives, one student at a time, and there is nothing small about that.

More Than Bricks: The Memories of Limestone University Etched in Stone

Beneath the overgrown grass at Limestone University’s Hines & Riggins Center lies a path paved with more than stone. 

These are bricks with names, dates, and messages of love etched into them. They came from moms and dads, husbands and wives, children, friends, and alumni who wanted their connection to Limestone to last forever. 

Each one carried a promise, a memory, a piece of someone’s heart. Each one said, “I was part of Limestone forever.”

Some bricks celebrated graduations, others honored loved ones or marked special memories made on Limestone’s campus. A few were gifts from parents to children, and others from dear friends who wanted to leave a shared mark on a place they both loved. 

Together they formed a walkway that told hundreds of stories about the people who walked these grounds.

Now Limestone is gone, and those bricks remain, some hidden under weeds, holding the memories of laughter, hard work, victories, and friendships. I don’t know what the future holds for them, but I hope those special bricks can be carefully removed and returned to the families and alumni who cherish them. The walkway could then be restored with plain bricks, making room for those memories to live on in new ways, where they belong.

They are more than stones in the ground. They are keepsakes, reminders of moments that shaped lives and built lasting bonds. They are pieces of a history that can never be replaced.

If your name, or the name of someone you love, is etched into one of those bricks, I hope someday it finds its way back to you. Limestone may be gone, but the love for it will always live in the hearts of those who called it home.

From College to University: Leading Limestone’s 2020 Rebrand in the Midst of a Pandemic

I will never forget standing in front of the Curtis Building, watching the old metal “Limestone College” letters being taken down. They had not been there since Limestone’s founding in 1845, but they had been a fixture for many decades. They were there when I attended Limestone, greeting me each time I walked onto campus. Now, as Vice President for Communications & Marketing, I was watching them come down under the direction of our team.

In that moment, I felt a mixture of heaviness, pressure, and excitement. The weight came from knowing how much history those letters represented. The pressure came from leading a rebrand that would redefine how the world saw our institution. The excitement came from the rare opportunity to help shape a brand-new identity for the school I loved.

The change from Limestone College to Limestone University was more than an update to a name. It was the result of years of growth in graduate offerings and a deliberate decision to better position Limestone in the competitive higher education market. 

For our team, it was a chance to create an identity that reflected both our heritage and our ambitions for the future.

Creating a Visual Identity

One of our first tasks was designing a new institutional logo. We wanted something that honored Limestone’s traditions while signaling a modern, forward-looking vision. We were fortunate to have an exceptionally talented Associate Vice President/Director of Creative Services on our team who took on the task of creating the new logo. His incredible design skills not only gave us a beautiful and meaningful mark, they also saved the university thousands of dollars. Because the work was done in-house, we were able to control the design from start to finish, ensuring it reflected our exact vision for the rebrand.

The process was deliberate and collaborative, and when the final design was approved, it felt like a perfect fit. Alongside the main logo, we developed a suite of sub-branded logos for academic departments, athletics, and other campus units, giving the entire university a unified visual voice.

We also created Limestone’s first-ever Visual Identity Guide from scratch. This comprehensive resource covered everything from logo usage and typography to color palettes and photography styles. It became the blueprint for ensuring that every piece of communication, no matter the department, looked and felt unmistakably Limestone.

Transforming the Campus

The rebrand was not just about digital presence or printed materials. It reshaped the physical environment of the campus. New signage appeared everywhere, starting with the Curtis Building’s front entrance and extending to nearly every building, including athletics facilities. Door decals, directional signs, and even small details were updated to reflect the university’s new status.

To bring this transformation to life for others, I am including a video that captures the process from start to finish. Seeing the old signs come down and the new ones take their place tells the story in a way that words alone cannot.

Navigating a Pandemic Rollout

Launching a new name, logo, and brand in the summer of 2020 came with extraordinary challenges. COVID-19 restrictions meant scaling back or canceling the large-scale celebrations we had planned. Photo shoots and installations had to be adapted to keep everyone safe. While the campus was quieter than we hoped, the moment was still deeply significant.

Lessons We Learned Along the Way

Looking back, several key lessons emerged during the rebrand process:

• Prepare for the unexpected. Strong plans are essential, but flexibility is just as important when conditions change quickly.

• Educate early and often. Helping faculty, staff, and students understand the “why” behind the rebrand empowered them to serve as strong brand ambassadors from day one.

• Plan for life after launch. A detailed post-launch strategy made it easier to manage lingering updates and smaller projects.

• Celebrate creatively. Even without large gatherings, there are always ways to capture and honor the hard work behind a transformation like this.

• Audit everything earlier than you think you need to. From uniforms and stationery to vehicle graphics and website headers, there are always more branded items than you realize.

• Build extra time for approvals and installations. Vendor timelines, supply chain delays, and campus scheduling can quickly push deadlines.

• Document the process in real time. Photos, videos, and quick notes from the people involved became a valuable part of the university’s history.

• Think about digital as much as physical. Updating every web page, email template, and social media profile was just as critical as replacing signs on campus.

The Limestone rebrand was one of the most challenging and rewarding projects of my career. It demanded vision, precision, and resilience, and it gave the institution a strong, unified identity that continues to hold meaning and pride well beyond its doors.

Embracing Change While Honoring Legacy

While Limestone University’s Board of Trustees voted to close the institution earlier this year, the name and brand of Limestone University will continue to hold meaning and value. The legacy built through this rebrand, the spirit it captured, and the connections it forged will live on beyond the campus itself.

Rebranding an institution is about much more than changing a logo or updating signs. It is about honoring the past while stepping boldly into the future. It takes courage to let go of something familiar and vision to imagine what comes next.

If there is one piece of advice I would give to anyone leading a transformation of this scale, it is this: embrace the opportunity to tell your story in a new way. Change invites curiosity, and curiosity opens the door for connection. Use that moment to show people who you are, what you stand for, and where you are going.

Big projects like this will test your patience, challenge your problem-solving skills, and stretch your creativity. But when you see the results come to life, when you watch a community rally around a refreshed identity that truly represents them, you realize the work is worth every late night and every difficult decision.

The day those old letters came down from the Curtis Building, I felt the weight of history and the spark of possibility at the same time. That is the balance every rebrand seeks to achieve. Hold on to that balance, and you will not only create a stronger brand, you will help preserve a legacy that continues to inspire and connect people for years to come.

To watch a video showcasing the signage change from Limestone College to Limestone University, click HERE.

Lessons in Transparency: Why It Matters More Than Ever

Transparency has never been just an option in strategic communication. It is a foundational principle. Whether in moments of celebration or in times of crisis, open and honest communication builds trust, prevents confusion, and helps protect the long-term integrity of any institution.

During my time as Vice President for Communications and Marketing at Limestone University, I faced many challenges that tested the importance of transparency. Whether responding to reported issues involving staff, managing communications during natural disasters, addressing the tragic loss of students, or guiding messaging through uncertain times, I learned that transparency is not about sharing everything. Instead, it means communicating the right information with clarity, context, and care.

1. When the Actions of One Can Affect the Whole
During my time at Limestone, we faced at least one difficult situation involving a former staff member whose alleged conduct was reported to have caused harm within the university community. Although the actions were attributed to one individual, the impact was felt throughout the entire institution.

When personnel members fall short of institutional values, whether through negligence, misconduct, or inappropriate behavior, it can significantly damage the trust that students, families, alumni, and community members place in the university. Even as details were still emerging, it was clear that transparency would be essential to maintain credibility.

Our approach, grounded in legal and communication best practices, was to address the situation carefully and responsibly. We acknowledged the seriousness of what had been reported, shared what we could, and communicated the steps the university was taking to address the issue and help prevent future incidents.

The Public Relations Society of America notes that withholding information during a crisis often invites speculation and media scrutiny. Conversely, a timely and responsible acknowledgment of facts, framed with empathy and supported by action, helps restore a sense of control and accountability.

Transparency in this case did not mean sharing everything immediately or in detail. It meant being honest within legal limits and reaffirming our commitment to the safety and well-being of all members of the university community. The institution’s integrity required it, and those affected deserved nothing less.

2. Communicating During a Natural Disaster
When a hurricane impacted our region, the importance of clear and timely communication became even more evident. In emergencies, people look to their institutions for guidance, safety updates, and reassurance.

Our team made sure information was shared regularly and consistently across email, text, social media, and our website. We explained what we knew, what we were still learning, and what actions were being taken. This approach reflected best recommended practices from emergency response agencies, which emphasize consistency, clarity, and accessibility during times of crisis.

Transparent communication in these moments does more than inform. It calms fear, encourages preparation, and reinforces confidence in leadership.

3. Addressing Tragedy With Compassion and Truth
The loss of a student is one of the most heartbreaking challenges any university community can face. At Limestone, we experienced this grief more than once. In each instance, I believed that our role as communicators was not only to inform, but also to honor those we lost and support those left behind.

We worked closely with families, the president’s office, and student affairs to ensure that our messaging was respectful, accurate, and compassionate. We avoided speculation, provided available facts, and guided our community to resources for counseling and support.

The higher education communications field consistently affirms that transparency during tragedy must be approached with great care. People deserve the truth, but they also deserve sensitivity. When done right, open communication fosters healing and strengthens community bonds.

4. Communicating Through Uncertainty
One of the most challenging periods of my career involved navigating the closure of an institution that meant so much to so many. It was a deeply emotional experience that affected students, faculty, staff, alumni, and the broader community. For me and my team, the responsibility of helping others understand what was happening weighed heavily. Throughout this period, we worked relentlessly to share accurate and timely information based on what we were told and what we were given clearance to release.

In times of uncertainty, communications teams often relay difficult and urgent questions, especially from the media. Yet in many organizations, responses may be delayed, incomplete, or never provided. Despite these challenges, effective communicators remain committed to clarity, consistency, and professionalism. Even when information is limited, the way it is conveyed still has the power to shape trust and maintain calm.

Moments of significant change, regardless of the circumstances, call for a thoughtful communication approach. The best practices in our field emphasize the importance of honesty, empathy, and clarity. Even when full transparency is limited or perhaps deliberately restricted, communicating with integrity and ensuring others feel respected and informed remains essential.

5. When Communications Leaders Face Limits
In many organizations, communications leaders sometimes find their recommendations for transparency constrained or overridden by senior decision-makers. This is a common reality, as leadership must weigh a range of factors including legal risks, financial implications, and broader strategic considerations that may not be fully visible to the communications team.

At times, communicators may disagree with those decisions or feel that leadership is not being as forthcoming as they should be. This can happen when leaders choose to withhold information, whether to protect the institution, manage perceptions, or for reasons that may not be fully transparent to others. While such decisions are often made in complex situations, whenever possible, honesty and openness should remain a priority.

Communications professionals have an important role as ethical advisors. Advocating for honesty, clarity, and openness remains essential, even if the final message is shaped by others.

The Institute for Public Relations and other industry bodies emphasize that communicators should serve as trusted counselors within their organizations, consistently raising the importance of transparent practices. When control is limited, maintaining integrity and advocating for transparency behind the scenes can still have a meaningful impact.

Conclusion
Transparency is not simply a communication tactic. It is a leadership value that builds long-term credibility, even when the message is difficult to hear. Throughout my career, I have learned that clear, honest communication does not mean oversharing or ignoring nuance. It means standing in truth, providing context, and delivering information in a way that respects all audiences.

As communications leaders, we may not always control the final message, but we always have a responsibility to advocate for what is right. Stakeholders such as students, parents, alumni, media, and the broader public deserve our honesty. Even in moments when transparency is limited by others, we can still work to build trust through integrity, empathy, and clarity.

In a world full of noise, the truth still cuts through. When communicated well, that truth is one of the most powerful tools we have.

 

The Day a Champion Showed His True Strength: My John Cena Story

Not long ago, someone asked me to repost a story I had originally shared on Facebook a few years back. They told me it had stuck with them. That was reason enough for me to bring it here, to my blog, in case someone else needs to hear it too.

Because sometimes, the most meaningful stories are not the ones shouted from a stage, but the quiet ones shared in a small room full of heart.

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The other night, my wife and I were watching TV when a commercial for Hefty trash bags came on, and it featured none other than John Cena. That familiar face brought back a memory we both will never forget.

Years ago, in a previous role, I was the Director and Marketing Coordinator for a large Entertainment and Sports Center. One evening, we hosted a sold-out WWE show. I wasn’t the biggest wrestling fan, but I knew who John Cena was. At the time, he was WWE’s World Champion, though he hadn’t yet started acting.

Before the show began, WWE had arranged a private meet-and-greet for a group of children battling cancer. I was asked to help organize it and escort John to the room where the children and their families waited.

He had only one rule for me. No media. No cameras. The only photos allowed would be the ones taken by the children or their families. This moment wasn’t about headlines. It was about the kids.

I watched John walk into that room, drop to one knee, and immediately connect with every child there. He signed autographs, shared hugs, posed for pictures, and offered words of encouragement. The room was full of laughter and smiles. Parents stood back, many of them in tears. I’ll be honest, I was crying too.

One young boy, maybe six years old, proudly showed John his plastic WWE Championship belt. It was big and gold, clearly a toy, and worn with pride. John praised the belt, posed for photos, and made that little boy feel like a real champion.

Then John stood up, looked at me, and said, “Hold on, I’ll be right back.”

I asked if he needed anything. He smiled and said, “Na, I got this. Back in a minute.”

A few minutes later, he returned with the actual WWE Championship belt over his shoulder. He wanted the kids to see what the real one looked like. They were in awe, wide-eyed, silent for a moment as they took it all in. He let them hold it, touch it, admire it.

Then, just before leaving, John walked back over to that little boy with the plastic belt and handed him the real one. He told him to keep it.

There wasn’t a dry eye in the room. Not the parents. Not mine. Not John’s.

That moment didn’t make the news. There was no spotlight, no fanfare. Just one man doing the right thing because his heart told him to.

I may not be the biggest wrestling fan, but from that day forward, I’ve been a John Cena fan for life.

And yes, the next time I need trash bags, I’m buying Hefty.

Because sometimes the strongest people are the ones who stop what they’re doing, take a knee, and make a child feel like a champion.

From Logo to Legacy: What It Takes to Build a Strong Brand

When it comes to higher education, and really just about any field, people often think branding is all about a logo. But it is not. A brand is so much more. It is the personality of your institution, the way people feel when they hear your name, and what you stand for at your core. It is your story, your mission, and the promise you make every time someone interacts with you.

Sure, a logo is important, as it is the face of your organization. But your brand is the full picture.

Your Brand Should Tell a Story

No matter what kind of organization you are part of, your brand needs to tell a clear, honest story. It should say who you are, what you believe in, and why that matters to the people you want to reach.

In 2020, our communications and marketing team led a full rebranding effort when Limestone transitioned from college to university status. We did not just swap out a logo. We took a hard look at everything: the colors we used, the fonts that showed up in emails and brochures, and how every department shared its message. We wanted to make sure the brand reflected who the institution really was, and where it wanted to go next.

That meant updating the look and making sure everything worked together smoothly. The new logo was just one part of a bigger plan to tell a stronger story.

Why a Brand System Is Key

Good branding is not random. It is about putting some guardrails in place so everything fits together nicely. Here are the basics every organization should nail down:

• Colors: Pick a few core colors to represent your brand and use them consistently. Secondary colors can add some variety, but they should never steal the spotlight.
• Typography: Choose fonts that fit your personality and stick with them. Using the same fonts everywhere helps people recognize your brand without even thinking about it.
• Logo rules: Your logo should be flexible enough to work in different places but always look right. That means clear rules on how big it can be, where it goes, and what backgrounds work best.
• Sub-brands: If you have departments or programs with their own identity, give them a way to feel unique but still connected to the main brand.

When these pieces come together, your brand feels familiar and trustworthy to everyone who encounters it.

Keeping Your Brand Strong

Making a brand is only half the battle. The other half is protecting it. That means giving people the right tools, explaining why consistency matters, and making sure everyone follows the guidelines.

At Limestone, we developed a clear and easy-to-follow guide explaining how and when to use the logo, which colors to apply, and the best fonts to maintain our visual identity. While we encouraged creativity in communications, it was important that everyone followed the guidelines closely to protect the integrity of the brand and build trust through consistency.

Why It All Matters

At the end of the day, people do not just pick a university or an organization based on facts or numbers. They pick it because it feels right. They want to feel connected, confident, and inspired. A clear, well-defined brand helps make that happen.

So yes, a logo grabs attention, but your brand makes people believe in you.

Your brand is more than what you say about yourself. It is what people remember long after the first impression. Getting that right is worth the effort.

 

Smart Strategies for Leading a Small but Mighty Marketing Team

When I served as Vice President for Communications and Marketing at Limestone University, I had the privilege of leading a small but exceptionally talented team that consistently exceeded expectations, tackled big goals with limited resources, and delivered results that rivaled much larger departments.

Those experiences continue to shape how I approach building and managing teams. At Limestone, I had the opportunity to work with six incredibly skilled professionals who brought energy, creativity, and focus to everything we did. Like many universities our size, we didn’t have sprawling departments or endless specialists. What we had was a team that was focused, adaptable, and aligned around a clear purpose.

Here’s what worked for us and what I believe can help others who are building or refining marketing teams.

1. Structure with Strategy in Mind
Our team was not organized by job titles but by what the institution needed most. We had:

• An Associate VP and Director of Creative Services who anchored our visual identity and drove collaboration across projects
• A Staff Writer who made sure our voice stayed consistent and compelling across channels
• A Graphic Designer who brought campaigns to life through digital and print
• A Departmental Assistant who kept our operations smooth and played a key role in social media content and planning
• A Website Developer and Manager who ensured our digital presence was accurate, accessible, and dynamic
• A Director of Digital Marketing and Recruitment who linked our brand to enrollment with measurable results

Each role had clear responsibilities, and everyone understood the bigger mission. That clarity made teamwork flow, especially when we were moving fast.

2. Hire for Versatility and Mindset
On a small team, people had to wear many hats without losing focus. I looked for teammates who were:

• Self-starters
• Curious about data and how it could guide better decisions
• Comfortable with change and shifting priorities
• Passionate about the mission

One of the things I valued most was how much our team made my job easier. Technical skills could be taught or refined, but mindset and team fit were much harder to develop. When people came to challenges with a positive attitude, embraced collaboration, and shared our values, it built trust and efficiency. This kind of culture not only delivered results but also made leading the team both rewarding and sustainable.

3. Build in Time for Strategy, Not Just Production
One of the biggest risks for small teams was becoming a “request shop” that only reacted to incoming tasks. We protected time to think strategically. Our weekly check-ins were more than just project updates. They provided opportunities to review campaigns, share insights, and plan ahead.

High-performing teams do more than react. They anticipate. That required space to think beyond the inbox.

4. Cross-Train for Continuity
We cross-trained intentionally. Our website manager understood email marketing basics, and our staff writer collaborated closely with design and video. This way, when someone was out or a deadline loomed, the team kept moving.

Cross-training also helped people grow professionally and kept morale strong by exposing them to different skills.

5. Celebrate the Wins, Big and Small
In a small shop, every success counted. We made it a point to reflect on what worked, share results, and recognize individual contributions. This practice kept a culture of purpose and pride alive in everything we did.

Leading with Purpose and Heart

Building and leading a great team takes time, patience, and a lot of care. No matter the size of your team, the real impact comes from investing in people, building trust, and celebrating every win along the way.

As leaders, we get to shape not just what gets done but how it gets done. When we focus on purpose and working together, we create teams that can handle anything and make a real difference. Keep believing in your team’s potential, and trust that consistent, thoughtful leadership will always move the work forward.