Why Are We Doing This Project?
And why now?
2019 will be the College of New Caledonia’s 50th anniversary (Woohoo!), and we can’t think of a better time to explore our identity and create a foundation for college communications.
Our Current Identity
It’s been ten years since our last identity refresh, and communications have changed drastically in that time. Now we need to consider many more forms of media, and it’s come to our attention that our brand just wasn’t built to be digital friendly.
2017 Survey Results
Based on a survey conducted in December 2017 which consisted of responses from students, alumni/graduates, prospective students, employees, and members of the community surrounding CNC:
- CNC has an extremely high reputation score: 81%.
- That’s comparable to Shoppers Drug Mart (81%) or Google (85%).
- Our classroom experience satisfaction rate ranks at 94% among current students.
- Our campus experience satisfaction ranked at 82% among current students.
- Less than half of survey respondents had a positive opinion of our logo.
- Only 42% of respondents felt that our current logo is unique at all.
- Only half of respondents feel satisfied with the online experience.
- When asked what the College of New Caledonia could do to become BC’s top college,
- more advertising and awareness,
- update/fix the website,
- more/better community engagement, and
- better/more student services/resources
We see this as an opportunity to not only improve the visibility of CNC and our online experience, but as a chance to bring more awareness and a better experience to the services that we offer and the way that we engage with the outside community.
Identity Campaigns Revitalize
In a 2015 survey with a mix of 125 public and private 4-year institutions
- Three-quarters of the officers said they had participated in a brand strategy project at their institution.
- About two-thirds of the respondents provided data about the cost of their branding project. Of those, 63 percent spent more than $100,000, including 31 percent that surpassed the $200,000 price tag.
- Almost all of the colleges hired at least one outside company to carry out the market research and brand creation, and most reported a process that took between 9 and 15 months.
- 93% reported that spending time and money on branding was worth the investment.
On a more general level:
- Consistent presentation of a brand increases revenue by an average of 23%.
- Color use increases brand recognition by up to 80%.
- 45% of students find the process of deciding where to go to college somewhat or very confusing - a new identity offers CNC a way to provide clearer information.
- 64% of consumers say that shared values are the main reason that they have a trusted relationship with a brand - the identity is the way that we communicate our values.
- 65% of consumers that feel an emotional connection to a brand, say that it’s because “they care about people like me.”
- 94% of consumers say they’re likely to be loyal to a brand that offers complete transparency
- The most influential resources when researching colleges in 2015 were the College website: 77-80%