www.redrokk.com
1 Focus Group Goals
Qualitative Goals • Discover EdCC’s obstacles/weaknesses • Learn more about the “why” • Stylistic preferences www.redrokk.com
2 Key Weaknesses
Key Weaknesses • No clear brand identity • No clear competitive advantage • Lack of pride • Poor physical presentation/landscaping • Physical location • Limited Parking • Signage & building names are confusing www.redrokk.com
3 Current College Logo
Criticism • Blocky/stifg/unwelcoming • Outdated • Not versatile • No curves or movement • Hard to read all caps • Doesn’t make a powerful statement • No sense of place • Says “Transit logo” www.redrokk.com
How to Improve • Needs to represent a clear purpose • Curves, fmuidity , and movement • More welcoming • Needs to exude pride and energy • That it’s a “ fjrst choice ” college • Strong icon that can stand on its own • Incorporate trident in logo, so all logos are unifjed/easily recognizable www.redrokk.com
4 Current Athletic Logos
Criticism • Looks too similar to the Mariners’ logo • Outdated • Looks like the letter “B” • Too busy /crowded • No connection between the Trident E and the college www.redrokk.com
How to Improve • Clean and simple • Make the trident more recognizable • Make the “E” more recognizable • Give it more exposure around campus to build pride/recognition www.redrokk.com
5 Current Mascots
Criticism • Difgerent versions of mascot • People don’t know the difgerence between Triton and a Trident • Mascot isn’t showcased across campus • Too busy /crowded • No connection between logo and college www.redrokk.com
How to Improve • Simple, fmuid lines • Only use trident (no Triton) • Needs to be powerful and prestigious • Give it more exposure around campus to build pride/recognition www.redrokk.com
6 San Diego Library Logo
Feedback • Tagline • Warm and welcoming • Curvy and fmuid • Bright colors • Simple and modern design and typeface • Sophisticated • Icon can be isolated away from the text • Elements are represented www.redrokk.com
7 Mizzou Mascot
Feedback • Very collegiate, looks established • Classic type with modern illustration • Large, easy-to-read • Iconic, easy to remember • Looks fjerce • Not gender-specifjc • Contrasting colors • Single letter with mascot over top–communicates a complete picture www.redrokk.com
8 Other Comments
Other Comments • Remove “community” from name (CM) Community Members • Don’t let athletics drive the conversation (CM) Stafg/ • Younger/new opinions are often ignored (SF) Faculty • Should focus on “diversity” over “int’l” (S) Students • Incorporate more tridents around campus (S) www.redrokk.com
9 SWOT Analysis
Strengths • Reputation for being welcoming to all cultures and backgrounds • Respected faculty, stafg, and leadership • Quality academics and curriculum • Diverse academic programs • Highly-regarded culinary arts and STEM programs • Award-winning men’s baseball and women’s soccer teams • 3rd highest number of international students in the state www.redrokk.com
Weaknesses • Unclear competitive advantage • No unifjed brand identity • Lack of school pride • Outdated campus • Minimal landscaping • Hidden location–EdCC is hard to fjnd www.redrokk.com
Opportunities • Unify/improve brand image with modern logo/mascot • Increase brand awareness with compelling and memorable logo • Better communicate college’s competitive advantage • Create a positive and memorable reputation for the college • Increase school pride • Increase school apparel/gear sales • Increase top-of-mind awareness for certain programs/degrees www.redrokk.com
Threats • Enrollment decreasing • Three nearby community colleges could/are taking potential students • Poor physical appearance could turn ofg potential students and faculty • Hidden location www.redrokk.com
10 Things to Consider
Things to Consider What is best for EdCC in the long run? Make clear who EdCC is as a college and communicate that to all All three groups mentioned they wanted a tagline to help better communicate EdCC’s advantage www.redrokk.com
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