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Agency CapabilitiesAlamo Community Colleges - Identity

Agency CapabilitiesResearch Summary

Low Brand Awareness.

· The name “Alamo Community Colleges” is low in awareness among opinion leaders

· Familiarity with the Alamo Community College District is overshadowed by SAC

· The district itself trails behind the individual college identities, except Northeast Lakeview (expected)

· No more than 29% of students could identify any of the five college logos (name removed)

Low Perceived Value.

· Compared to other higher education institutions in the metro area, opinion leaders are less likely to grade the Alamo Community Colleges as “providing a quality education and service to the San Antonio community”

· Many students think that the educational product is substandard at the 5 colleges, and merits consideration only as a “fallback” choice

· “Community/Junior” – perceived as something of lesser value

ACC Logos.

Unaided Logo Recall – Approach.

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College night interviews

Logo Recall – HS Students

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Telephone interviews

“Very familiar” with colleges – HS Students

ACC Recall – Opinion Leaders

Opinion Leader Evaluation of Higher Education Institutions.

Summary.

· There is no branding that exists which unifies the district as one

· Using multiple logos with no commonality, drives a perception that the district and colleges are small andcreates a consumer reaction which causes confusion

Objectives.

· Develop a coordinated look for the Alamo Community Colleges

· Communicate unity throughout the district and among each college

· Embrace the power of speaking with one voice

ACC Logos.

Agency CapabilitiesTelevision

ACC Logos.

Issues.

∙ Historically, students don’t recognize the college or district logos

∙ Historically, Bexar County taxpayers don’t recognize the college or district logos

∙ Historically, government and business leaders don’t recognize the college or district logos

∙ By having such a fractured brand, we are missing the opportunity – which so many other two-year college districts have taken – to build key awareness of our size, impact and overall quality

Benefits.

∙ We literally can’t afford to do that anymore – students, taxpayers and community leadership need a clear picture

∙ The Alamo Colleges will be a powerful brand – The Alamo “Family” of Colleges, even as the separate colleges keep their distinct identities

∙ “The total is greater than the sum of its parts” ∙ It’s time . . .

Summary.

∙ The new logo, name and name emphasis address the lack of increased public awareness since first measuring ACC’s image in 1988

∙ The new name, Alamo Colleges, provides the opportunity to increase the public’s awareness of the system and its five colleges

∙ The new name, Alamo Colleges, elevates the entire system

Summary.

∙ The new name, Alamo Colleges, does not change the names of the individual colleges, thereby preserving their identities

∙ The cost to make the change in the college signs is approximately $100,000

∙ The new name, Alamo Colleges, will utilize enhanced management over the logo and names ensuring higher public recognition of the brand and the quality of the education provided

Comparing Awareness of Alamo Community Colleges – FOR GROUP DISCUSSION. NOT RECOMMENDED FOR PRESENTATION.Four studies have been conducted to measure public opinion of Alamo Community Colleges.

•Each study found that SAC is much more familiar than the other colleges. •However, due to different methodologies and questionnaire language, there are some differences in the results. •For the three most recent surveys which were conducted by Core Research, the client (ACCD) was masked, to avoid false positive recall. •The 2005 survey represents residents OVER 35 years old, which accounts for a higher recall of St. Philip’s and Palo Alto.•The 2008 student survey combines “Very familiar” and “Somewhat familiar” to be consisted with simple “yes/no” responses in other surveys.

2008 telephone survey of 205 high school students 2008 web survey of 125 opinion leaders2005 telephone survey of 300 residents who were at least 35 years old1988 telephone survey of 368 students

Introduction: “Hello, I work for the ACCD and would like to take five minutes of your time to ask you a few questions concerning the ACCD and the colleges that comprise the district…Q1. “Have you heard of the Alamo Community College District?”[IF YES] Q2. “Name the colleges you think belong to the ACCD.”[IF NO] Q3. “Are you aware of Palo Alto College/San Antonio College/St. Philip’s College?”

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College Brand Awareness.Comparing 4 studies (aided recall)