North Country College Rebranding by Eric Bomyea by ericbomyea

North Country College Explore Your Potential

North Country College Is in a place like no other where: Students explore academics and life; Nature is an extension of the classroom; Liberal arts are enhanced by natural curiosity; and Subtlety in nature revitalizes great minds.

Introduction

Research

Development

Overview 04

Theme & Goals 14

The School 05

Tenets 15

The Industry 06

Moodboard 16

Trends 07

Dynamic Moodboard 17

Competitor Brief 10

Logo Development I 18

Conclusion 11

Logo Development II 19

Style Guide

Solutions

The Leaf Labyrinth 22

Website 30

Placement & Flexibility 23

Degree Tree 31

Motif & Patterns 24

Mobile Tour 32

Seasonal Colors 25

Mobile Site 33

Imagery 26

Print 34

Type & Tone 27

Commercial 35

Table of Contents

Explore. Dream. Discover.

Research Overview 04 The School 05 The Industry 06 Trends 07 Competitor Brief 10 Conclusion 11

Table of Contents

Overview The needs of today’s prospective students to be met by institutions of higher education are shifting at a rate faster than what many will be able to afford. Colleges and universities must demonstrate their value through their brand strategy in an effort to increase enrollment numbers within a target demographic. Meeting the needs of prospective students today will prepare institutions for tomorrow. Powerful trends are dominating the industry and ﬂexibility will be an asset that will set an institution apart. To demonstrate the effectiveness of brand strategy in higher education, North Country College (NCC) will be used as an example. The college’s history and current strategic plan make it an ideal candidate for a rebrand because of the value its services provide. After research and analysis of current industry trends, a rubric for assessing value has been developed.

Academic Straight A’s Accessible Accredited Achievable Affordable Approachable If an institution can offer accredited programs of study through approachable faculty and staff, in accessible locations, for an affordable price then education can be achievable. This book proves that by investing today in a ‘Straight A’ academic experience with North Country College, a student can build their better tomorrow.

The School Located in the nation’s largest wildlife preserve is the main campus of North Country College. With humble roots in Saranac Lake’s general hospital, the development of the college and community have been intertwined since 1969.

MALONE

With a vision of promoting the betterment of the individual and community, North Country developed a liberal arts, career-centered curriculum. It has expanded its academic philosophy and now serves Northern Franklin County in Malone and Southern Essex County in Ticonderoga. The three campuses make education accessible for a population within 3,600 square miles. North Country boasts 18 Associate Degrees and six, one-year certificate programs that qualify students for a majority of the top 30 occupations with the largest projected job growth. Course work at NCC is relevant to everyday life and career specific, which is the reason given by 77.6% of first-year students for attending a college or university.

SARANAC LAKE

TICONDEROGA

The Industry

The Trends

Higher Education is a monolithic industry that rarely experiences a renaissance. Institutions that do not demonstrate adaptability and flexibility will sacrifice an opportunity to build upon or repair prior rank and reputation. With the population of prospective students rising in number and diversity, North Country College, although ranked in 2010 as New York State’s Best Community College, will find it exceedingly difficult to compete against larger public and private institutions for students if they rely on their current brand strategy.

ECONOMIC

The industry is being propelled by three powerful, external trends: Economic, Technical, and Student. What was considered a good education yesterday, may not be a valuable education tomorrow. How adaptable and ﬂexible an institution is to the underlying forces will determine its future success.

TECHNICAL STUDENT While 57% of Americans say that “the higher education system in the United States fails to provide students with good value for the money,” North Country College must consider how prospective students today are measuring the value of post-secondary institutions and how the college can adapt to changing marketplace needs. North Country can differentiate its three Adirondack campuses by adapting to meet changing marketplace needs.

Economic Trend In 2011, only 22% of Americans agreed, “college costs in general are such that most people are able to afford to pay for a college education.” The yearly cost of tuition at North Country is $4,700 for residents of New York State, and $10,400 for non-residents, significantly less than the national average in-state tuition cost of $9,598. College affordability will continue to influence academic investments and is subject to the first major trend affecting higher education. “Having passed the rising costs Yearly Cost: Yearly Cost: incurred from federal budget cuts, $22,668 $13,864 increased athletic expenses, and CSR UVM poorly performing investments directly on to consumers for the past five years, the higher education field has caused students and their families to assume greater levels of debt than earlier generations had to manage.” Institutions that increase tuition must justify the value of their services if they are to pass the debt burden onto students. North Country can dominate this trend because of its affordable tuition rates, accredited services and the achievements of alumni.

Yearly Cost: $12,274 PSU

Yearly Cost: $10,009 OCC

Yearly Cost: $4,700 NCC

Competitors CSR: College of Saint Rose - Private 4 YR UVM: University of Vermont - Public/private 4 YR PSU: Plattsburgh State University - Public 4 YR OCC: Onondaga Community College - Public 2 YR

Technical Trend

Student Trend I

“Traditional private and public universities are increasingly embracing online course delivery.” This is the area where North Country will struggle due to current technological resources. Several competitors offer certiﬁcate and degree programs completely online, while North Country only offers a few distance learning courses. To offset their technology deﬁcit, North Country will need to promote its civilized wilderness locations as a college experience augmented by in-class technologies and application based learning.

Academic interests are changing with market place needs. Instead of specializing in one area, students are seeking multiple avenues of intellectual expression and application. They want to know something about everything rather than everything about something. This adds to a graduate’s marketability since “55% of hiring decision-makers believe most students would be better served by a broad-based education that helps them choose their best career path.” To meet this need, “institutions will offer more and more cross disciplinary programs to meet the interests of students who want to obtain an education in the new specialties that continue to emerge...” North Country students are free to explore the broad, liberal arts course offerings as electives, minors and dual degrees.

Student Trend II The average student enrolled at North Country is a 26.94 year-old female who lives in either Essex or Franklin County, New York. The college’s goal is to increase the number of fully matriculated students between the ages of 17-24. The National Center for Education Statistics projects “a rise of 11 percent in enrollment of students under 25” between 2010-2020. Another key demographic will be veterans utilizing the Post-9/11 GI Bill. The Department of Veterans Affairs has already distributed beneﬁts to more than 860,000 veterans and that number is expected to double in the next ﬁve years.

Personas

Jenna, 17

Since she was four, ﬁguring skating has been Jenna’s life. She works for the Lake Placid Conference center at the ticket booth part time and has become increasingly interested in accounting and event management. In her senior year of high school, Jenna is deciding what path to take in life that will allow her to continue pursuing her athletic and professional passions.

Bradley, 25 Bradley wants to provide for his family now that he is out of active duty and wants to give his ﬁancée the wedding of her dreams. He has decided to look into college since his GI Bill will cover all public tuition costs.

Competitor Brief #1 College of Saint Rose 19 primary choice applications from local high-school seniors

#3 University of Vermont 8 primary choice applications from local high-school seniors

Onliness Statement Located in Albany, New York on a 46 acre campus, Saint Rose is the only historically religious college that has opened its doors without discrimination and has embraced the educational philosophy for personal betterment in an era of superďŹ ciality.

Onliness Statement The University of Vermont is the only quasi-private, public university serving dedicated students in the State of Vermont and surrounding regions that seek deeper truth through research in an era of immediate fact.

#2 SUNY Plattsburgh 14 primary choice applications from local high-school seniors

#4 Onondaga Community College 6 primary choice applications from local high-school seniors

Onliness Statement For those seeking a quality academic and meaningful social experience in an era of limited engagement, the State University of New York at Plattsburgh is the only public university that creates a uniďŹ ed student body in upstate New York.

Onliness Statement Onondaga Community College is the only community college that is elastic to changing economics for average citizens in Central New York who seek a higher standard of living in an era of limited skilled labor employment.

Conclusion All institutions of higher learning are being affected by powerful trends economically, technologically and demographically. This is a rare time for the industry and will be a prime era of growth for those that take advantage and adapt to the changing tides. North Country has a historically influential past, but the current public association of the college is negative. While a living five-year plan is being put into place to increase assets in the long term, there is great potential within the current facilities to generate a positive effect now. A prospective student seeks much more than an attractive price tag when considering where to invest in their academic, economic and personal betterment. Factors such as class size, programs of study and alumni success can influence a student’s decision. While North Country will find it difficult to compete against other institutions that receive greater funding and have larger endowments, the college has a wealth of advantages to showcase its valuable educational services. Making education achievable is a goal of the college. The supportive faculty and staff make learning tangible for students with a broad liberal arts curriculum offered at three

campuses located within a 3,600 square-mile radius; students can experience and grow in the comfort of their backyard. Building their future through the power of a

‘Straight A’ education.

Look deep into nature and then you will understand everything better.

Development Theme & Goals 14 Tenets 15 Moodboard 16 Dynamic Moodboard 17 Logo Development I 18 Logo Development II 19

Table of Contents

Campaign Theme

Goals

When great minds, like Mark Twain and Albert Einstein, sought reprieve in the Adirondack Park, they were refreshed and experienced profound insight. The next generation of great minds can plant the seeds for lifelong learning with North Country Collegeâ&#x20AC;&#x2122;s three campuses in the same natural, revitalizing space.

Unite Campuses Increase Enrollment Community Engagement North Country provides the next generation of great minds the opportunity to explore their potential in the naturally enhancive Adirondack Park. Adapting to the pace of nature and experiencing seasonal cycles is an extension of the classroom. Within the classroom, a student is introduced to a broad, liberal arts education that focuses on understanding.

Campaign Tenets

Greatness

Nature

Exploration

Expanding an individualâ&#x20AC;&#x2122;s knowledge and understanding across multiple disciplines opens the path to greatness. Greatness cannot be measured on a material scale, but through a spiritual relationship and respect for thought. This is the fundamental principle of a liberal arts education.

Through studying nature a greater understand of the world results. All three campuses of North Country are gateways to the largest expanse of protected wilderness in the United States: The Adirondack Park. This natural setting offers a potential quest for greater understanding and has profound effects on humans, enhancing curiosity and revitalizing the mind.

The essential beauty within free thought and nature is exploration, the ability to choose paths of interest with no determinable end. Along the journey curiosity will divert attention, setting a new course or continuing an old. These paths are what North Country encourages students to see through the study of liberal arts in a natural setting.

Moodboard

Dynamic Moodboard The moodboard presented for North Country uses imagery to show how students can feel focused inside and outside the classroom.The colors selected are drawn from nature representing energy and peace. Students can feel that they are making a smart decision attending a rural college because many great minds before them have found the area to be revitalizing and inspiring. The dynamic moodboard tells a story about North Countryâ&#x20AC;&#x2122;s location based theme and the reprieve felt by being surrounded in nature that allows students to focus on their academics and explore their curiosity. Man originally learned from nature and was able to develop civilizations from that wisdom. Progress has been rapid and the chaos and noise of modern life can be stressful and affect concentration.

Logo Development I Since shape is the first step in the sequence of cognition, triangles were the primary focus. Pattern, position and abstraction all drove this phase, reflecting the idea of a unified school and enlightenment. Color is next and the palette developed reflects the changing of the seasons and was integrated to visually differentiate North Country year round.

Logo Development II

Growth

Concentration

Free Thought & Potential

In wilderness is the preservation of the world.

Style Guide The Leaf Labyrinth 22 Placement & Flexibility 23 Motif & Patterns 24 Seasonal Colors 25 Imagery 26 Type & Tone 27

Table of Contents

The Leaf Labyrinth A matured tree experiences little growth, while a sapling has tremendous potential. With the unfurling of its leaves, the sapling has its first opportunity to grow bigger and better than before. The labyrinth created from the three leaves is a powerful tool used for concentration, stress relief and free thought. The color variations are based on the changing of the seasons. This is reflective of North Country’s theme of nature inspiring great minds. This logo was designed with fluidity and flexibility in mind. In the following pages, several variations and applications will be shown to demonstrate adaptability.

Vertical

North Country College Explore Your Potential

Horizontal

North Country College Explore Your Potential

Placement & Flexibility

Minimum Size 0.50 IN

North Country College Explore Your Potential

North Country College ] 9 PT Explore Your Potential ] 7 PT

North Country College

Explore Your Potential

Motif & Patterns

The motif (top of page) created for North Country is inspired by the cycling of the seasons in the mountains and valleys of the Adirondack Park. Patterns may be created with geometric and organic rhythms from the Leaf Labyrinth.

Colors

Primary

Secondary

R:111 G:191 B:111 C:59 M:0 Y:76 K:0

C:40 M:1 Y:81 K:0

C:21 M:3 Y:87 K:0

C:2 M:4 Y:93 K:0

R:248 G:190 B:23 C:2 M:26 Y:99 K:0

C:3 M:5 Y:99 K:0

C:1 M:35 Y:100 K:0

C:1 M:55 Y:100 K:0

R:243 G:116 B:32 C:0 M:68 Y:100 K:0

C:0 M:60 Y:100 K:0

C:0 M:85 Y:100 K:0

C:0 M:95 Y:100 K:0

R:65 G:189 B:238 C:62 M:4 Y:0 K:0

C:38 M:3 Y:2 K:0

C:50 M:3 Y:2 K:0

C:25 M:2 Y:4 K:0

Imagery Images of natural textures and patterns, students studying nature and in nature studying and composites of great minds will enhance North Countryâ&#x20AC;&#x2122;s location based theme.

Composites

Typography & Tone Roboto Slab This is the primary font in the logo and may also be used for all copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789!@#$%^&*()+=,.;:{}[]/\~<> abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()+=,.;:{}[]/\~<>

Merriweather Sans This is the secondary font used for the tagline and may also be used for subheadlines and body copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789!@#$%^&*()+=,.;: abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()+=,.;:

Welcoming Encouraging Professional

Don't judge each day by the harvest you reap, but by the seeds that you plant.

Solutions Website 30 Degree Tree 31 Mobile Tour 32 Mobile Site 33 Print 34 Commercial 35

Table of Contents

Website More than 50% of parents of prospective students say that “a bad experience on a college’s website may have some negative effect on their perception of the college.” It is imperative for North Country to develop an intuitive, easy to navigate and interactive website. While a website has basic interactivity, adding innovative features can engage a user for longer periods of time, increasing the likeness that the site will be memorable. Color and imagery will cycle seasonally to maintain a fresh look throughout the year. Students will connect with this because it ethically markets the campuses. This is important because “27% of ﬁrst-year students felt the admissions or recruitment materials didn’t accurately portray campus.”

North Country College

Prospective Students

Current Students

Faculty & Staff

Explore Your Admission

Backyard Campus

Degree

Saranac Lake [Main] Campus - 23 Santanoni Ave., PO Box 89, Saranac Lake, NY 12983, 518-891-2915 Toll Free:1-888-879-6222 / admissions@nccc.edu

Admissions The College's open rolling admissions policy seeks to be consistent with the purposes and philosophy of the College. F&Q Procedure Campus Visit Campus Visit

Degree Tree Switch Degree Share

North Country College Explore Your Degree

Wilderness Recreation Leadership General Knowledge

HED111

REC101

REC115

Core Courses

HED117

REC249

REC235

Free Electives

HED160

REC251

REC240

Credits Remaining 24

Reset

REC251 Wilderness Management Introduces the basic concepts of wilderness designation and management, including a study of wilderness management throughout the United States with an emphasis on the Adirondacks.

Empowering the student to make informed, smart decisions is the goal behind the Degree Tree. Through this tool, students are able to explore individual degrees and how they have choices within their selected major. The Degree Tree can be shared via the student’s social network to obtain valuable family and peer support. The colors will remain consistent between this web app and the website. North Country plans to offer new specialized degree programs and to partner with four-year universities to offer advanced degrees. This will “meet the interest of students who want an education in the new specialties that continue to emerge.” The Degree Tree app allows users to customize and share their academic plans visually to align with their speciﬁc interests.

Mobile Tour A campus tour is important during the college search, but an entire community tour is more engaging. North Country is moving academic and professional ofﬁces into the downtown area of the communities it serves, creating a “college town” experience. Students will interact and know the communities in a fun, positive way. North Country has announced massive expansions in the three communities it serves. The expansions will include student housing and classrooms in downtown areas. This ﬁts in with North Country’s “College Town” concept of increased integration with the three communities. The tour will end at the bookstore, encouraging students to purchase apparel. The interactive mobile tour will guide users throughout the campuses and into the communities.

Mobile Site In 2012, “40% of 13- to 17-year-olds owned a smartphone device” and 14% of them had accessed a college website via their devices. The mobile site will be a slimmed down version of the web site that contains pertinent information for prospective students. The design will maintain North Country’s look and feel with the cyclical color palettes.

Secondary Option

Print Apparel and athletics promote school pride and turn the wearer into walking advertisements. The patterns and designs on t-shirts, sweats and bags will stand out against the competitionâ&#x20AC;&#x2122;s sea of bland typographic swag. The business cards will empower employees as they will be able to choose the back design of their card to reďŹ&#x201A;ect their personal aesthetics.

Business Cards

North Country Apparel Back Options

Commercial To reach a wide audience, video will be used to broadcast the new brand, generate interest and deliver the new narrative via television/web. The ďŹ rst commercial introduces the new brand by building curiosity and anticipation. It showcases the ďŹ&#x201A;exibility of the new tagline and ends by introducing the new identity.

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North Country College Explore Your Potential