A Brand New Opportunity

How a community college is rebranding itself

PROBLEM: Atlantic Cape Community College in Atlantic City, N.J., faced a branding dilemma: how to strengthen and raise awareness of its brand image, with the ultimate goal of increasing financial support. The college was on a mission to build a strong identity, and then combine the brand with its educational mission. Most important, Atlantic Cape wanted to create a message that current and prospective alumni, as well as community members, would connect with and support.

SOLUTION: To help determine a direction for its updated brand, Atlantic Cape Community College decided to take a close look at its community to find a new brand identity that would really resonate. After extensive research via focus panels and telephone surveys, the college discovered that there was one word that kept coming to the forefront: "Opportunity."

The school's new brand positioning statement reads: "Atlantic Cape Community College plays an essential role in the development and growth of Atlantic and Cape May counties by providing education and training, based on anticipating and responding to community needs." This statement is part of an identity standards guide for the school, an online resource designed to guarantee consistent branding across the board.

This theme of opportunity is being integrated throughout the school's branding. A new tagline, "Opportunity starts here," is featured in an extensive advertising campaign. The campaign is designed to embody the phrase by featuring successful alumni in ads across radio, television, print, transit, and online channels.

Most important, Atlantic Cape has also used its new brand to bring practical changes that will empower the school's community. It has added five intercollegiate sports, for example, to strengthen their athletic department. This strategic move not only assures students that the school provides academic opportunity, it's also meant to boost student engagement.

THE LESSON: Rebranding has to be more than just a gesture, and Atlantic Cape Community College's effort is a perfect example of how listening to your audience and following through on promises is the right way to gain a loyal following.