For years, Baruch has been known among colleges and universities in the New York
metropolitan area as a top urban commuter school that serves an intelligent, hard-working,
highly motivated “sons and daughters-of-immigrants” student body. These are men and
women who, though they differ in culture, heritage, and tradition, all share the deep desire to
better themselves and advance in life, making them all part of the same generation,
“Generation Baruch.”

For the past two years, Baruch’s Office of Communications and Marketing has articulated this
unique positioning in internal and external communications and advertising themed “The
American Dream Still Works.” Now we are continuing the “American Dream” theme under the
banner of “Generation Baruch” as part of a long-term communications and marketing
program. Initially, it is aimed primarily at Baruch alumni, with two goals in mind: to engage
and reengage them in the life of the College, and to increase the percentage of alumni who
give. The campaign launched this Wednesday, May 25, with a large advertisement in the New
York Times which you can view from the Baruch home page
(http://www.baruch.cuny.edu/news/gen_baruch_ad.htm); other versions appeared in the Wall
Street Journal and the Daily News. An additional placement is scheduled for Crain’s New York
Business the week of June 6.