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To: Debra Thompson, Vice President, College Affairs From: Nandi Alexander, Director, College Relations Subject: Communication Plan for College Name and Logo Change Date: March 17, 2011 Schools key Constituencies 1. Current students/faculty: The name and the logo change effects this particular group because they make up this school on a daily basis. They are the face of the institution and it is important that they are given fair notice of the change so they can mention this to the many people they interact with outside of the institution. For example, many students and faculty wear apparel representing their school. With the name change and logo, they will need new apparel so they can represent their university. 2. Alumni: The name and logo change effects this group because when they were attending this school it was called John C. Anderson College. Now that the name and logo has changed, they need to be fully aware of it so they can promote their school in a rightful manner. In addition, when asked what school they attended they will give the correct name and also the apparel/paraphernalia will reflect their alma mater. 3. Community: The name and logo of the college effects the institution on the community is important because the college is what makes the town popular and well-known. So with the new name and logo, all the signs on the highway, stores, that serve students, faculty, and visitors, would have to reflect the change. Without the community, the college wouldnt be what it is.

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4. Media: The name and logo effects this group because the medias job is to give the public news. The media should have a story either in the news paper/tv/internet, etc. on the recent changes at the university so that the public is aware of it. If they get no notice, the general public would still refer to the institution by its previous name and associate the old logo as well. 5. Prospective Students/Parents: When high school seniors are applying for colleges, it is vital that they are aware of the name change and the logo. For example, if they are unaware of the name change and/or logo, when they go to Google and search the name of university and it does not show up, they will be discouraged because the school isnt there. However, if they are aware of the name change and the logo that represents the school, they will be know what to search on Google or what to ask others about the school with the appropriate name. 6. Public and Private Secondary Schools in the United States and abroad: Secondary students are important to the university because this where its future students come from. If there are no students then there is no point for a university. So this makes it important that if there is a name and logo change, these schools, primarily the people in the guidance department or career center, need to know when promoting this college to the students so they will know the proper name and show the proper logo for the institution when referring to it to others. Also, if they see the logo, they will immediately refer to the college.

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7. Organizations/Affiliates/Associations connected to the university: This group could include groups that affiliated with the college like study abroad programs or organizations/associations that we are associated with like the Princeton Review. A great example of this is sports. Since they are a Division III school, they were once referred to as John C. Anderson College. The association that they are a part of, like CIAA, CAA, NCAA, etc. would need to know the new name and logo of the school for their website, when referring to them at games, on paraphernalia sold to the public, etc. Its also important that this group is fully aware of the new name and logo so they can know how to address them through correspondence and to their own constituencies as well. 8. Donors: This last group is very important because people are constantly giving money to the college for scholarship funds for students or for grants to make the institution a better educational environment. This group would need to know of the name and logo change so they can know exactly where their money is going to and to whom to address their donations to. How to reach these constituencies -Social Media: The College should use social networking sites including Facebook, Twitter, and Youtube to reach out to its key constituencies because social media is becoming a very popular and easy way to get in contact with millions of people. On Facebook, the official page of the college would reflect its new name and logo. It would also include articles from the local news, pictures of the new name/logo on signs and paraphernalia. There could also be quotes from students, faculty, and/or alumni on the

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new change. Twitter would serve the same focus as facebook. We could also make videos containing the new logo and name. They could be videos made my students so that they are more entertaining or they could also be informative videos from important faculty members. - The use of other media channels like the school magazine, tv, radio, email, and newspaper would also be great ways to reach its constituencies. These forms of communication would reach everyone. Unlike social media, everyone has access to these traditional forms of media and would be informed of the name change and logo. Most people have an email address, have access to a newspaper, or watch the news on a daily basis. -Although Social Media and other forms of media are very common to use, the college still needs to make public appearances. Press conferences and special events are very important. It is different to hear a message via the internet versus hearing the message in person. It makes it a lot more personal with its audience. With these events, people could get a face-to-face look at the logo and the new name. It is important that the college make public appearances because its constituencies want to know that they are doing their job to make everyone aware of the changes. This would be open to the general public. -Image Advertising is very important. Since image is seen from the viewpoint of its constituencies, then it is important that the college keep this in mind when advertising its new name and logo. They must be cognizant that although they have a new name and logo, that they are remaining true to their mission and values so their constituencies are not disappointed.

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In the case of John C. Anderson College, they are turning 100 years old. Since they achieving such a landmark in their schools history, there needs to be some change to show progress and that they are adapting to the present times. This new change reflects their history as an institution. They started as a small college and now has grown significantly over the years. There have been many programs instituted at this school that have made it a well renowned institution for students to attend. With all these great programs, there needs to be a name and logo that coincide with this as well. This milestone needs to be celebrated and changing the name and logo is a perfect way of doing so. It is in a sense a metaphor of great things to come for the university. They are headed in the right direction. Changing their name and logo will create a platform for success and prosperity for the next 100 years. Month Jan 2014 What needs to be done - Have press conference at university - Create twitter/facebook page - Attend college fairs in the country promoting themselves with new name - Make samples of paraphernalia with new name and logo - Change all stationery, letterheads, etc. Apr-May 2014 Make videos for youtube and post them Have article in school magazine Do a high school tour across the country Release new name and logo to news networks and newspapers in the country Host banquet for alumni/donors notify affiliate/organizations During orientation week for incoming freshman, have special

Feb-Mar 2014

June 2014

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July 2014

August 2014

shirts distributed to students saying they are the first class of the new university Have new jerseys made for sports Change signs in community and on campus to reflect change Have new paraphernalia on sale in stores all over and online Kick off school year with centennial week