Strengthening College Brand Identity Through Mascots: A Case Study from Great Falls College

Maya Demishkevich has the pleasure of interviewing Dr. Stephanie Erdmann, Dean and CEO of Great Falls College on the latest release of The Hidden Gem podcast. They dove into the fascinating journey of how Great Falls College introduced a new mascot to strengthen its brand identity. They offer valuable insights into the strategic process behind adopting a mascot, especially for institutions without an athletic program.

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Identifying the Need for a Mascot

When Dr. Erdmann joined Great Falls College, she noticed a recurring issue: the college’s name was frequently mispronounced or confused. The institution had undergone several name changes since its inception in 1971, contributing to an identity crisis within the community. Dr. Erdmann’s solution was to develop a mascot, a move aimed at solidifying the college’s brand and differentiating it from other institutions, particularly a nearby private college with a similarly confusing name history.

The mascot would serve as a personable and relatable symbol, enhancing community engagement and school spirit, especially important for an institution without an athletic program.

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The Selection Process

1. Formation of a Committee and Setting Criteria:
   • Dr. Erdmann and her team formed a committee that included students, faculty, and community members.
   • They identified key characteristics for the mascot: easy recognition, pronunciation, community-centric, reflective of the college’s values, and aligned with Montana’s identity.
2. Gathering Ideas:
   • Using events and tools like QR codes and Slido, the college community submitted over 500 suggestions.
   • The committee refined these to a top 15, then further to a final three: Wolverines, Electric Elk, and River Otters.
3. Final Voting and Announcement:
   • The final three mascots were designed by a marketing agency to ensure a fair visual representation.
   • After a community vote, the River Otter emerged victorious, narrowly beating the Electric Elk.

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Marketing and Outreach Strategies

1. Engaging the Community:
   • To promote the new mascot, Great Falls College used a combination of social media, campus events, and creative marketing tactics.
   • Notable local celebrities, including NBA player Josh Hustas and bestselling author Jamie Ford, participated in promotional videos, significantly boosting community interest and engagement.
2. Innovative Use of Mascot and Logo:
   • The marketing team devised multiple ways to incorporate the River Otter into the existing college logo, allowing for versatile usage across formal and informal settings.
3. Creative Outreach Efforts:
   • River Otter-themed merchandise, including socks and shirts, became popular promotional items.
   • The mascot was featured at various community events, including baseball games and parades, further embedding it into the local culture.

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Future Plans and Continuous Engagement

With the mascot, Mo the River Otter, now firmly established, Dr. Erdmann plans to keep the momentum going:

1. New Marketing Campaigns:
   • Partnering with the marketing agency to create various depictions of Mo engaging in different academic and campus activities.
   • Launching playful campaigns with slogans like “Mo Knows” and “Mo Better.”
2. Community Integration:
   • Celebrating events like National Otter Day with campus picnics and themed activities.
   • Incorporating Mo into newsletters and employee recognition programs, ensuring the mascot remains a vibrant part of campus life.

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Challenges and Advice for Future Mascot Launches

1. Establish Clear Criteria:
   • Dr. Erdmann emphasized the importance of setting specific criteria to guide the mascot selection process and manage community expectations.
2. Take Your Time:
   • Allow sufficient time for each phase of the process. Rushing can lead to oversight and missed opportunities for community engagement.
3. Involve the Community:
   • Continuous engagement with students, staff, and local residents helps build a sense of ownership and pride in the new mascot.

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Key Takeaways:

• Solid Branding is Crucial: A clear and consistent identity helps differentiate your institution and foster community pride.
• Community Engagement: Involving the community at every step ensures the mascot resonates with everyone.
• Creativity in Marketing: Innovative and playful marketing strategies can significantly boost engagement and awareness.

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Listen + Learn More

To hear more about Great Falls College's journey and insights on higher education marketing, listen to the full episode of the The Hidden Gem with Dr. Erdmann on the Enrollify Podcast Network. Don't miss out on more episodes where we discuss innovative strategies and success stories from various institutions. Tune in and explore how you can transform your college’s brand identity today!