Live Blogging AMA: Rebranding Tradition with Uncommon Results

By Karlyn Morissette - Tue, Nov 17, 2009-->


Conferences, General

Speaker: Dr. John F Carney III, Chancellor, Missouri University of Science and Technology

Opening Video:

Rebranding Tradition:

  • Begin with the end in mind
  • Know who you are
  • Know whom you serve
  • Create a conversation to built ownership.

The Results:

  • Record enrollment: up 4%, the largest in 20 years
  • Out of state applications up 27% with out of state enrollment up 9%
  • Pre college summer program participation up 14% with a 24% matriculation rate
  • Corporate recruiter interest up 6%
  • Record fundraising with cash gifts up 23%
  • Alumni participation rate up 6%

Why change the name?

  • Reflect our mission
  • Differentiation
  • Broaden market share
  • Enhance our reputation

The name didn’t say anything about the nature of the university.


  • September 2005: New Chancellor arrives
  • October 2006: Name change proposed
  • April 2007: Name changed approved
  • January 2008: Name change enacted

Started with an assessment: Who are we? Who are our competitors? What is our vision? The result was a focused mission statement.

You have to know who you serve: Who’s your target audience? Campus community, alumni, corporate recruiters, prospective students, high school teachers and counselors.

Didn’t mess with the seal or the mascot. He’s not that crazy.

Name change marketing was funded entirely by private gifts.

Communications staff used flip cams to take videos of faculty and staff at the University, which ended with “I am Missouri S&T”. Made internal community buy in more. Same great faculty and staff but with a new name…proudly stating their mission every time they say the name.

National ranking took a hit when they changed the name.

Played off the idea that there was “something new at Missouri S&T”

Capitalized on a deeply held desire to distinguish themselves from the other Missouri campuses. Encouraged involvement of all parties. No opinions were excluded.

“In higher education, there is a bias toward reflection and not a bias towards action” - this is directly contradictory to what you need to do to be a successful marketer.

Share StumbleUpon It! reddit

Like this post? Be sure you've subscribed to the .eduGuru RSS feed or email to get all the latest news and articles.

AMA Higher Ed, ama symposium, branding, Marketing, missouri university of science and technology, name change

Read Related Posts on .eduGuru:

  1. Live Blogging AMA Higher Ed: From Gandhi to Google
  2. Live Blogging AMA: Reinvention
  3. Live Blogging AMA Higher Ed: The E-Expectations of College Bound Seniors

This post was written by:

Karlyn Morissette

Karlyn Morissette - who has written 45 posts on .eduGuru

Karlyn Morissette is a thought leader and innovator in higher education. With over 12 years of web experience (half spent working exclusively on higher education web marketing initiatives), she helped pioneer many of the web strategies considered best practice today.

Today as the Director of Marketing Communications at Fire Engine RED, Karlyn works with colleges around the world to execute integrated marketing campaigns as a part of student search. She also teaches courses on Internet marketing and strategy at Champlain College as adjunct faculty. She holds a Bachelor of Science in Communication from Boston University and a Master of Business Administration from Norwich University.

To quote a friend of hers: "Karlyn is a super rad ninja marketing genius who will make your target demographic submit to your every whim through sheer willpower. Oh, and she's smarter than you."  We're not sure about the smarter part, but "super rad ninja" is true enough.

Compulsory disclaimer: The views expressed in Karlyn's posts are hers and hers alone, and do not represent those of any company she's affiliated with. Yes, it's true - the girl has a mind of her own. 

One Response to “Live Blogging AMA: Rebranding Tradition with Uncommon Results”

  1. Avatar image
    Matilda LizAnne Says:

    I have found that in this day and age that the days of safe sex in any way shape or form are pretty much over.So as a man, a single man I have turned to the internet to fulfill my desires at this time in my life.Sites on the internte provide me with a great alternatertative to fulfill my needs without the risksWith so many different websites to chose from it is hard to decide which one to go to.I as a man tend to go to the ones with the models that I enjoy.


Leave a Reply

Spam protection by WP Captcha-Free