Before we could undertake a full and effective branding process at FKCC, we first had to step back, take a long hard look at how we were perceived and who we wanted to be.
To do this necessitated numerous focus groups, facilitated by objective third-party consultants. In all cases representatives of the college participated although they remained in the role of observant listener rather than actively engaging in the dialogue. This allowed our consultants - everyone from business leaders to students, to potential friends of the college, to freely communicate. As for the representatives, by listening with an open mind they were able to learn much of which they were previously unaware.
A primary, recurring themes was the lack of awareness of opportunity at the college. Indeed, one person commented he had never been to the campus and wouldn’t have come expect for the that the president had followed up each invitation with a personal phone call.
Many people, especially students and prospective students felt the exiting primary colors (red, yellow, blue, and green) appeared to be more representative of a preschool than a college.
After hearing all this, we ran a session to define our mission, vision, values, and strategic plan. leveraging our unique island locale, we appropriately entitled the plan – Island living / Island Learning. The branding began….
Stay tuned next week for more on how we move a college from a 10 year enrollment decline to the fastest growing school in the Florida State College System. Branding was a critical component. which I will describe in more detail next week.
