www.redrokk.com 1 Focus Group Goals Qualitative Goals Discover - - PowerPoint PPT Presentation

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Focus Group Goals

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Qualitative Goals

• Discover EdCC’s obstacles/weaknesses
• Learn more about the “why”
• Stylistic preferences

Key Weaknesses

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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

Current College Logo

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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• Outdated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”

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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

Current Athletic Logos

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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• Outdated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

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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

Current Mascots

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• 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

Criticism

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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

San Diego Library Logo

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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

Mizzou Mascot

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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

Other Comments

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Other Comments

• Remove “community” from name (CM)
• Don’t let athletics drive the conversation (CM)
• Younger/new opinions are often ignored (SF)
• Should focus on “diversity” over “int’l” (S)
• Incorporate more tridents around campus (S)

Stafg/ Faculty Students Community Members

SWOT Analysis

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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

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Weaknesses

Unclear competitive advantage No unifjed brand identity Lack of school pride Outdated campus Minimal landscaping Hidden location–EdCC is hard to fjnd

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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

• Opportunities

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Enrollment decreasing Three nearby community colleges could/are taking potential students Poor physical appearance could turn ofg potential students and faculty Hidden location

• Threats

Things to Consider

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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