Stay Close, Go Far >>

1. Stay Close, Go Far >> Tired of the Same Ol’ Look?Implementing a Campus Branding CampaignAlicia MooreDean of Student & Enrollment ServicesCentral Oregon Community Collegeamoore@cocc.edu * 541.383.7244 Stay Close, Go Far >>

2. Stay Close, Go Far >> About COCC 7,900 credit/8,900 Community Education Students Two campuses: Bend and Redmond Oregon State University as Partner Institution Destination resort/vacation spot for Northwest Geographically large district Tremendous growth Good relationship with College Relations Limited, but growing, budget Stay Close, Go Far >>

3. Stay Close, Go Far >> The Way We Were • College Seal vs. Logo • Publications Audit • Setting New Expectations • Similar, but different . . . and then a little more different, and then some more and then . . . are we back where we started? Stay Close, Go Far >>

4. Stay Close, Go Far >> The Perfect Storm • Increased Recruiting Resources + Out-of-District Recruiting • Increased Marketing Budget • $3 Million Scholarship Donation • Expansion of Online and Hybrid Courses • Expansion of High School Programs • Planned Capital Bond Measure Stay Close, Go Far >>

5. Stay Close, Go Far >> Getting Started • Community Surveys: Objectives • Assess community awareness, perceptions and attitude regarding the College. Assess community readiness towards approval of a capital construction bond campaign. • Sample Questions • What does COCC stand for? • Name the closest higher education institution in your area • What are your impressions of COCC? • How well do you think COCC managed taxpayer resources? • Describe the College’s logo. • If you were to receive a College publication, what verbiage is included? Student & Community Intercepts and Community Leader and Stakeholder Interviews: Objective Identify perceptions and attitudes among current COCC credit and non-credit students with regards to their general impressions of COCC, and more specially, their thoughts on COCC’s logo and tagline. The Timeline RFP Issued: June 25, 2007 Contract Awarded: August 22, 2007 Preliminary Report Due: November 19, 2007 Final Report Due: January 11, 2008 Criteria for Selection Price 20% College/Gov’t/Non-Profit Experience 25% Knowledge of Central Oregon 15% Firm Experience with Similar Projects 40% • Community Leader Interviews • County Commissioners • City Councilors • Large Employer CEO’s/Business Owners • Long-Time, Well Known Central Oregonians • Chambers of Commerces • Stakeholders • Campus Executive Team • Admissions Staff • Foundation (Staff & Board of Trustees) • Community Education Staff • High School Counselors • OSU-Cascades • Request for Proposals • Timeline • Who Involved • Purpose and Scope • Criteria for Selection • The Agency – Their Process • Community Perception Survey • Community and Student Intercepts • Focus Groups: Community Learning • Community Leader Interviews • Campus Stakeholder Interviews Stay Close, Go Far >>

6. Stay Close, Go Far >> What We Learned • COCC kicks #$%&, but our logo . . . • Didn’t represent the opportunities available through COCC • Hard to read • Was most widely recognized by our parking sticker • Was not “t-shirt material” • Was forgettable • . . . for almost all surveyed. Ugh. • And our tag line . . . • Don’t change it • Far transcended the students for which it was intended Stay Close, Go Far >>

7. Stay Close, Go Far >> Logo Development: Considerations • Must have mass appeal • Internal Audience • External Audience • Multitude of Uses and Sizes • Must Show a Connection to the Community Stay Close, Go Far >>

8. Stay Close, Go Far >> What Say Ye? Stay Close, Go Far >>

9. What We Learned • The Process: • Executive level buy in • Build support – involve key players and keep them involved • Don’t ever let people think they get to vote! • Patience and perserverance • The Final Look: • It takes times • It’s everywhere! • Determine key pieces to be done immediately • Color and Size: Can it be easily replicated? • What elements are most critical to you: Color? Shape? Use? Stay Close, Go Far

10. “Outtakes” • It looks like: • A crushed beer can • Sun and moon, providing us with guidance • CBS logo • A martini olive • And my favorite . . . Stay Close, Go Far

11. Stay Close, Go Far