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bjbjcTcT 4* > > 8 S 4 f 0f 2f 2f 2f 2f 2f 2f h Ek T 2f 2f X Gf | 0f 0f = X A uM { | 8? ( f ]f 0 f `? k k P A k A 0$ 2f 2f f k : ֱTanana Valley Campus Name & Branding Update
The Situation:
As part of a focused discussion about UAFs Tanana Valley Campus (TVC) relationship to the wider university, Chancellor Rogers and Vice-Chancellor Joseph approved consideration of renaming TVC to more clearly identify its focus on community and technical education in the greater Fairbanks area. The goal is to maximize community awareness of TVCs mission of workforce development, academic preparation, and lifelong learning and its size, scale, and complexity within UAF.
The discussion about name and branding has involved university leadership, faculty, staff, students and TVCs Community Advisory Council (CAC). TVC also contracted with Nerland Agency Worldwide Partners. As an outcome of this process, ֱand TVC expect to bring forward to the BOR a proposed new name for TVC that enhances visibility and awareness of its full range of services to students and community.
Objective:
Develop a new name and brand that clearly states who we are and what we doboth internally and externally. This effort will result in a proposed name change intended to clarify TVCs mission, make clear its relationship within ֱand the UA system, and reflect the wealth of degrees and certificates offered to potential students.
Process:
TVC leadership and Nerland Agency conducted meetings and focus groups with faculty, staff, students, and community partners on the issue of name and branding. The timeline in 2010 was as follows:
Jan- March Internal discussions as to name and placement within UAF
March Informal electronic survey to TVC staff/faculty
April 1 Initial meetings with Nerland Agency
April 8 Meeting with international branding expert Kevin Lane Keller
April 8 Focus group meeting with internal stakeholders consisting of UAF/TVC faculty and staff
April 20 Focus group meetings with external stakeholders consisting of community advisory group and TVC student/graduate/high school student focus group
May 14 Initial creative presentation with internal UAF/TVC faculty and staff focus group
May 20 Follow up meeting with Community Advisory Council & external advisory groups
May 24 Final recommendations (forwarded for consideration by the BOR June 3-4 Review by UA Board of Regents
Results:
While this process is not yet finalized, an emerging consensus appears to favor the name ֱCommunity & Technical College. The name states succinctly what is offered, the explicit relationship to UAF, and stature as a college led by a Deandesignation appropriate for a unit making up nearly 40% of UAFs headcount and 22% of its student credit hours. Formal review of this proposed name is pending with the CAC; that review is expected by May 24, 2010.
TVC already has a brand that has many positives. However, the brand also confuses. For example, many wonder if TVC classes are ֱclasses. They ask if their credits will transfer to UAF. Some may perceive that TVC is not fully UAFthat it is a preparatory school for those who cant get into baccalaureate programs or beyond. This proposed change would address such concerns.
A good brand is The Promise of an Experience. The rewards of a revitalized, clear, and strong TVC brand include:
Students are more likely to select us and pay more to attend
Students are less likely to defect; retention is improved
Students/community are more likely to recommend us as a credible resource and career pathway
A succinct name makes it easier to attract investment and philanthropic giving
Our focus on community and on technical education is emphasized
Increasing the effectiveness and efficiency of our marketing
Greater alignment across the UA system; UAA already has a community and technical college (CTC)
Legislative/policy & funding agencies are more likely to make informed decisions
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