Taking a look at rebranding Meramec
Mike Ziegler
-Photo Editor-
St. Louis Community College has a big birthday coming up this year. As STLCC crests 50 years old, it is time to evaluate how the public sees this institution — over the hill, or just hitting its prime?
STLCC faces large obstacles ahead with their rebranding push. Each campus provides unique challenges of their own. Different experiences are had by students and faculty at each along with different operation standards. Higher education is known for its inability to move fast and STLCC is no stranger to this.
Big plans were unveiled during the December STLCC Board of Trustees meeting to address the birthday celebrations along with a presentation of an ongoing rebranding process.
Historically, STLCC branded itself campus against campus. Marketing one campus against the other when all funnel to and use funds, strategy and resources from the same pie was a self-destructive strategy. Words like “consistent” and “consolidate” were reoccurring themes during the presentation, signs that STLCC is focused on creating a “one college” awareness.
One thing that may prove to be the most challenging of all is understanding who the STLCC customer, or student, really is. STLCC is so many things to so many demographics of people, figuring out how to meet and set the expectations for all is difficult.
During the meeting a trustee asked the question of how research into how current stakeholders perceive STLCC was going to include input from students, or customers, without access to technology. While this is an important factor to consider, it shows the thought process at the top is out of touch with the modern day student.
Nearly every class taken at STLCC requires interaction with Blackboard online. The advising office has quit the procedure of printing class guidebooks every semester and only offers them online.
The question that should have been asked is how STLCC is going to catch up to other higher education institutions that are reaching students left behind by STLCC’s lack of forward-thinking marketing reach.
One way that will hopefully be changed is refreshing the http://stlcc.edu homepage along with “investigating and testing mobile applications,” as hinted as items in progress during the presentation.
Imagine one day being able to sign-up for classes or submit homework on Blackboard easily from a smart phone. Blackboard has mobile capabilities; it’s just on STLCC to take advantage of them.
Often buried under menus online and seldom highlighted in advertisements are STLCC’s program and facility distinctions. Noting things like the exceptional center for visual technology labs and the only National Association of Art and Design accredited two-year interior design program in Missouri along with the many others only found at STLCC will help bring awareness of its unique educational value.
Ads can be found all around St. Louis area bus depots as one example of the rebranding push. These along with newspaper ads were the only presented examples of STLCC’s new approach to brand visibility. Left out of the presentation, although mentioned as part of the overall plan in the opening slide, were strategies of how STLCC is going to address its scattered online image.
Part of the rebranding includes how STLCC will celebrate 50 years within the community.
The key message of the campaign is celebrating alumni success and inviting them to share their story. Defining who is STLCC alum is key and they have wisely taken the approach of inclusion versus exclusion. Including everyone who’s taken just one class, to working towards a degree and updating career skills sends the message that anyone can find a home within STLCC, no matter your academic pursuit.
Stories are king when it comes to sharing your brand and inviting alumni to share their story on a micro-site, http://stlcc.edu/50, is a sound strategy.
Everyday people sharing their exceptional, individual experiences about how STLCC has impacted their life are what will set STLCC apart from other institutions.
However, that strategy is nothing without participation from their audience. It will be difficult motivating people to share their story when they have not invested in building up their online community. It is like withdrawing from a bank account you have not deposited anything in; it simply will not go through.
