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14 February 2025 | Story Charlene Stanley | Photo Kaleidoscope Studios
Prof Hester Klopper
Prof Hester Klopper, newly appointed Vice-Chancellor and Principal of the University of the Free State.

Re-discovering Our Institutional Heart was the theme of the official opening address of the University of the Free State (UFS) presented by newly appointed UFS Vice-Chancellor and Principal, Prof Hester Klopper, as she addressed UFS staff members in the Odeion Auditorium on the Bloemfontein Campus.

Prof Klopper sketched the current global, national, and local contexts that have affected higher education in general, and the UFS in particular, giving an overview of where the institution has come from, where it currently is, and where it is going. She emphasised the need to focus on the qualities and research areas for which the university has become well known, and to stay true to the values and principles set out in its Vision 130.

“Vision 130 illuminates our way into the future – expounding how we want to establish ourselves as a top-tier university that is continually extending its influence and impact locally, regionally, and globally,” she said.

 

The institutional heart

Prof Klopper referred to the image of a heart that is reflected in the UFS marketing logo, encouraging staff to rediscover what lies at the heart of the institution, and what sets it apart.

“A university such as ours inevitably forms and moulds the lives and characters of the people associated with it; and in turn, it too is shaped and transformed by those who have graced its campuses over the decades. It too has a character. And it certainly has a heart.”

She elaborated on the metaphorical meanings locked up within the concept of a heart, touching on how it symbolised vitality, flow, and energy, interconnectedness, and a sense of belonging. She also highlighted its significance as a beacon of resilience.

“It is associated with courage and steadfastness. Over the past 120 years, the University of the Free State has prevailed despite adversity and has managed to constantly reinvent itself in order to remain relevant, without losing sight of the values in which it is anchored,” she said.

 

Priorities for tenure

One of the broad focus areas that Prof Klopper identified as a priority during her term was establishing the UFS as an innovation and entrepreneurial ecosystem. “This includes advancing transdisciplinary research, moving towards identifying two to three core research themes that address local, regional, and global challenges, and strengthening our unique offering,” she said.

Another focus area will be working towards systemic sustainability, which will include a disciplined approach towards financial management, as well as revision and optimisation of the academic model. She also indicated that internationalisation will be a core theme during her tenure, as will the establishment of the UFS as a first-choice employer and a magnet for talent. To this end, she announced the establishment of a VC Strategic Personnel Fund to grow and attract the best academic talent.

 

Innovation through connection

Prof Klopper concluded that the heartbeat of the UFS lies in innovation through connection.

For her, innovation is expressed in the university’s cutting-edge programme content, its focus on creating a culture of entrepreneurship, optimisation of the academic model, and finding new ways to diversify income streams. On the other hand, connection is reflected in heightened internationalisation, expansive collaborative networks, and a renewed focus on transdisciplinary research and real societal impact through engaged scholarship.

“My sincere wish is that each one of you will rediscover this heartbeat and that it will inspire you this year to take our great institution to even greater heights,” she said.

 

Click to view document Click here for the official opening speech.

News Archive

UFS appoints advertising agencies
2005-08-19

The University of the Free State (UFS) has awarded its marketing and communication account to a unique joint venture between two advertising agencies.

The agencies involved are the Durban-based TBWA and the Bloemfontein-based agency called C-squared (which stands for Consumer Connectedness).

According to the UFS Director of Marketing, Dr Ivan van Rooyen, the idea of a joint venture came about after a rigorous selection process during which both agencies were short-listed.

“The UFS recognised the synergies that could be developed by having an established agency working together with an emerging agency, which at the same time advances black economic empowerment in the Free State,” Dr van Rooyen said.

He said the UFS was keen to increase awareness locally and nationally about the UFS as a quality institution of higher learning in a very competitive market. The two agencies, he said, are well placed to assist the UFS in achieving this objective.
 
Mr Ben Moseme, chief executive of C-squared, said his agency looked forward to working on the UFS account with TBWA.

Mr Daryl Bennewith of TBWA in Durban says the agency is excited about the opportunity of developing the UFS brand and positioning it for the future.

“We are passionate about the role communication can play in changing perceptions and establishing the UFS as the benchmark for all higher education institutions embracing the challenges of transformation,” Mr Bennewith said.

Media release

Issued by:  Lacea Loader
   Media Representative
   Tel:  (051) 401-2584
   Cell:  083 645 2454
   E-mail:  loaderl.stg@mail.uovs.ac.za

18 August 2005
 

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