It's been a rough road for the University of Colorado. And now, image is everything.
The school is planning a major image makeover campaign after being tarnished by incidents at the school this year and last.
CU has had to deal with allegations of sexual misbehavior by the football team and controversy surrounding Professor Ward Churchill.
Add to that alcohol-related deaths and a reputation as a "party school".
Because of the events, the school has lost funding by 10 percent and student applications are down.