About the Episode
About the Episode:
In this episode of Hidden Gem, Maya Demishkevich sits down with Dr. Stephanie Erdmann, CEO and Dean of Great Falls College, to discuss the college's innovative journey to strengthen its brand identity. Dr. Erdmann shares the fascinating story behind the introduction of their new mascot, Mo the River Otter. Learn how a well-executed mascot can bring a community together, enhance school spirit, and create a cohesive brand identity even for colleges without athletic programs. Tune in to gain valuable insights on strategic branding, community engagement, and creative marketing tactics.
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.
The Selection Process
- 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.
- 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.
- 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.
Marketing and Outreach Strategies
- 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.
- 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.
- 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.
Future Plans and Continuous Engagement
With the mascot, Mo the River Otter, now firmly established, Dr. Erdmann plans to keep the momentum going:
- 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.”
- 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.
Challenges and Advice for Future Mascot Launches
- Establish Clear Criteria:
- Dr. Erdmann emphasized the importance of setting specific criteria to guide the mascot selection process and manage community expectations.
- Take Your Time:
- Allow sufficient time for each phase of the process. Rushing can lead to oversight and missed opportunities for community engagement.
- Involve the Community:
- Continuous engagement with students, staff, and local residents helps build a sense of ownership and pride in the new mascot.
Key Takeaways:
- Community Involvement: Discover how involving staff, students, and community members in the mascot creation process can foster a sense of ownership and pride.
- Creative Outreach: See how unique marketing strategies, such as involving local celebrities and creating engaging social media content, can boost community awareness and excitement.
- Sustained Engagement: Explore ongoing initiatives to keep the mascot relevant and integrated into various aspects of the college’s activities and communications.
- Time and Patience: Realize the importance of taking time with the mascot development process to ensure thorough community engagement and thoughtful implementation.
Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/
About The Enrollify Podcast Network:
The Hidden Gem: Marketing Community Colleges is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Visionary Voices: The College President’s Playbook and Confessions of a Higher Ed CMO.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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