About the Episode
About the Episode:
In this episode of The Hidden Gem, Maya Demishkevich speaks with Eve Markman, Assistant Vice President for Brand Management and Operation from the Community College of Philadelphia about their ambitious rebranding journey. Eve shares insights into how the college's new branding, including the introduction of lion statues, has revitalized campus life, created a sense of pride, and driven student engagement. Learn how these changes are making an impact beyond just a new logo.
Key Takeaways:
- Hear about the comprehensive rebranding process at Community College of Philadelphia, from new logos and marketing materials to creating a dynamic campus environment that reflects the college's new identity.
- Learn why the college chose the lion as its mascot and how they integrated it into the campus through statues and branding, creating a unifying symbol of pride and courage for students.
- Discover how the lion statue installation and other environmental branding efforts are designed to boost student engagement, campus spirit, and a sense of belonging.
- Find out how the college plans to sustain excitement and build traditions around the new mascot, aiming to create long-lasting, meaningful experiences for students.
- Get practical advice on thinking holistically about branding and creating impactful experiences on campus, even with a limited budget.
Episode Summary:
What prompted the rebranding effort at Community College of Philadelphia?
Eve explained that the college had not rebranded in over 15 years, during which time it had undergone significant transformations. The previous brand lacked a recognizable icon, consisting only of a word mark. The college wanted a fresh image that better reflected its identity and community. After considering a rebrand in 2019, the COVID-19 pandemic struck, but the team decided to move forward with the project remotely. The rebranding effort became even more essential as enrollment numbers began to dip, prompting the college to introduce a logo that could better represent their values and serve as a central figure in future campaigns.
How did the lion become the college's new mascot?
Eve shared that students were instrumental in advocating for a new mascot. Previously, the college had been known as the "Colonials," but students felt that the term no longer represented the college's identity. After exploring various options, the lion was chosen due to its existing presence on the college’s main building and its association with values like bravery, loyalty, and pride. The lion became a symbol of the community, and the mascot, named Rory, further emphasized inclusivity by being non-binary and using they/them pronouns.
Why did the college install lion statues on campus, and how do they contribute to student engagement?
The lion statues were installed as part of a broader initiative to create a sense of pride and school spirit. Eve emphasized that mascots and statues can play a critical role in building long-lasting traditions and campus culture. By installing these statues, the college hoped to encourage students to interact with them, take photos, and generate a sense of belonging. Eve also noted that the placement of the statues in high-traffic areas, such as near the Student Life and Athletic Center, ensures their integration into the college’s daily life. These icons act as “selfie stations” that students can proudly share on social media, further reinforcing the brand’s presence.
How does the college plan to measure the success of the rebrand?
Eve acknowledged that while data is important, the primary measure of success will be engagement. Enrollment numbers, which have already seen an increase since the rebrand, are one metric, but the college is also focused on how students interact with the brand. Key indicators of success include student engagement on social media, participation in events, and the development of traditions centered around the new mascot and statues. For the college, the ultimate goal is for students to feel more connected to the institution and take pride in their campus community.
What's the best advice for institutions looking to rebrand?
Eve offered valuable advice for any institution considering a rebranding effort: think holistically. It’s not just about updating marketing materials—it’s about creating a campus environment that aligns with the brand. Institutions should focus on integrating their brand into the physical spaces that students inhabit. This doesn’t necessarily require a massive budget; small steps like wall decals, accent walls, or mascot costumes can go a long way in fostering school spirit. Over time, these initiatives can build engagement and pave the way for larger investments.
Connect With Our Host:
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 produced 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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