At USF, the M.C.P. is intended to enhance the image of the university. Its intent is to get people to know us by what USF has become. People base their opinions on perceptions. Perceptions set the tone. People gain a perception of USF by their first impression, and their first impression creates an image.
Image is everything.
Image begins with first impressions and they are multiple - based on the contact point. Images change but trail reality, and image is built through consistency. In 1996 a Community Image Survey was done in order to gain insight regarding how USF is perceived by its constituent groups. When asked what program or activity comes to mind first when one mentions USF, most people identified medicine and then football. Constituents wanted a Resource Directory.