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• NOV. 12 - DEC. 2, 2014 • VOL. 31, NO. 6 • FAIRFIELD, CA • www.solanotempest.net •
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SCC seeks to improve upon its currently underwhelming image Ruben Rangel Copy Editor
rrangel@solanotempest.net
Is Solano Community College one of the region’s premier places of two-year education, one that provides local students the necessary stepping stones for a lifetime of success? Or is it a dead-end school, a place of only adequate learning facing a history of deficit and accreditation issues? Because it can depend on who you ask, the answer to this question can remain unclear for many current and future students, potential employees, and potential monetary donors. College administrators and the SCC Educational Foundation (SCCEF) think it is a problem of public perception, branding, identity, and image. “We’ve been defined by whatever’s in the newspaper, what students are saying, we’ve never made the opportunity to be proactive and tell our story,” said Curt Johnston, SCCEF executive director. In August the college approved up to $75,000 for a branding and image campaign to do just that beginning with a request for pro-
affordable
posal that states “The purpose of this project is to enhance the image of the College both internally and in the overall community, and help rebuild student enrollment numbers.” For those involved in the project, the campaign will succeed by simply displaying the facts. “It’s changing the image as far as how people perceive the school but it’s not changing reality,” said Johnston. “This branding and image campaign is all about telling all the great stories of Solano ... To have pride in the institution, you have to know some of the facts.”
Identity crisis?
to Diablo Valley College for CSU transfer rates. The data comes from the National Center for Education Statistics and is based on graduation rates for the 2012-2013 year, and compared SCC with DVC and Napa Valley College. Though this may be what data points to, students’ perceptions presume otherwise. “The image of Solano right now is a very C-rated community college,” said two-year SCC student Chris Mercado. “There’s not a lot that happens here. There’s just not a lot of community.” “Hopefully it will make us a more cohesive unit because we’re kind of fragmented under different banners,” said ASSC president Casey Bess. “Honestly I feel it is needed,” said Joleena Lewis, ASSC’s student services senator. “If you poll students on campus many will tell you that Solano has a bad image.” After hiring KPS3, a Nevada marketing agency, to develop a new brand, vision, and identity for the college, a student poll was the first step of action.
value The college began the campaign with a research phase which SCC’s outreach manager Shemila Johnson said would “help us identify how our current students view us, how our respective community and partners view us and then also how the faculty and staff view ourselves.” Johnston said SCC currently boasts the highest graduation percentage out of all colleges in the region and rates only second
It’s all in the numbers
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As diverse as answers to the question of SCC’s current image may seem to be, the results of the KPS3 surveys, released Nov. 4, present striking similarities between the various groups. Among current and prospective students, faculty and staff, and school counselors, the most common phrases associated with SCC are “affordability,” “value,” and “close and convenient.” Nearly 75 percent of students surveyed said they chose SCC for its affordability and location. Students also perceive these to be SCC’s biggest strengths, a belief that is also shared with faculty and staff. The groups may agree here but differ on a larger issue - the perceived quality of education. Among the first words that come to students’ minds are “just ok” while only 8 percent think of “self-improvement/success” when the college comes to mind. One strong belief among faculty and staff, according to the survey, is “SCC is a good place to get an education that will help students transfer,” however, this does not appear in the data presented from the student survey. Perhaps faculty has gauged this key difference of opinion as
the survey shows some of their predominant beliefs of the school are “a misconception or lack of awareness of SCC offerings” among the community and that the “public views SCC as having accreditation issues and financial struggles” which could be why faculty also “supports the effort to improve the overall image of SCC to encourage recruitment.”
Building a new brand It may be true that proximity is SCC’s largest strength, it is also the college’s largest claim to market share. Johnston said that approximately 80 percent of graduating high schoolers in Solano County choose SCC over others in the region. But if the perceived quality of its education continues to remain lukewarm among current and potential students, the college may risk not only loss in student attendance but also loss in potential monetary donation. “This is an investment in our future,” Johnston said. “The branding and image campaign is going to pay dividends. A college with a great reputation creates 8SEE BRAND, PAGE 6
QUOTE OF THE WEEK “You can’t build a reputation on what you’re going to do.” - Henry Ford