Pima Community College
With recent challenges of negative press and low admission, Stamats and Pima partnered to reinvigorate students’ and stakeholders’ love for the community college.
When Pima Community College reached out to Stamats, the school was attempting to recover from multiple challenges. Changing admissions practices, accreditation issues, negative press, and years of unfocused marketing initiatives had damaged Pima’s identity and led to a precipitous decline in enrollment. A holistic change was needed.
Pima’s new chancellor sought an experienced partner to help the school revitalize its brand, establish a more competitive brand position, and create a more confident and forward-facing brand communication plan. The goal was a wholesale retelling of the Pima story—launching a new future by living and expressing an entirely new brand that’s focused on transparency, academic opportunity, and the success of a diverse student body. Stamats was the perfect partner.
Our work with Pima centered on brand clarification and development. We began by conducting in-depth market research with Pima leadership, administrators and staff members, students, parents of students, and community members. Results from the surveys and focus groups led to the development of:
- A new brand promise
- A revitalized brand platform
- A new brand ethos statement and elevator speech
- Refreshed logo
- Innovative brand campaign creative
- Website redesign
Pima’s new tagline, “Keep Striving” is powerful and emotive—an action-focused mantra that captures the life-changing potential of education. It provides a dimension of layered meanings that will add depth to future brand messaging and serve as a flexible foundation to express the elements of Pima’s brand pillars and brand promise statement.
The new brand identity recently launched via a multi-channel campaign that involved outdoor, television, radio, and print advertising. Pima’s redesigned website will launch in the next couple of months.
Pima’s new brand is doing exactly what it was designed to do—creating a platform to tell a new story and erase outdated perceptions. The brand campaign has been enthusiastically embraced by constituents, has elevated Pima’s sense of pride and identity, and has inspired a legion of internal and external constituents who are now living a positive brand experience.
Early enrollment figures support the success of Pima’s new brand. When comparing the immediate year before brand launch to the year in which the brand launch occurred. Both summer and fall enrollments have increased.
Lisa Brosky, Vice Chancellor, External Relations for Pima Community College, expressed her delight with the project and partnership: “I’ve had the opportunity to work with Stamats at two colleges, in Kentucky and, more recently, at Pima Community College in Tucson, Arizona. Stamats is very fortunate to have Arizona-based representation, giving this national company tremendous local insight. Stamats also is, arguably, the nation’s leading expert in educational research, using national data and local research to help institutions shape marketing decision-making. Highly collaborative, Stamats doesn’t try to shape a cookie-cutter approach to your institution. They work with you to create something meaningful and valuable to you and your institution.”
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The Challenge
When Pima Community College reached out to Stamats, the school was attempting to recover from multiple challenges. Changing admissions practices, accreditation issues, negative press, and years of unfocused marketing initiatives had damaged Pima’s identity and led to a precipitous decline in enrollment. A holistic change was needed.
Pima’s new chancellor sought an experienced partner to help the school revitalize its brand, establish a more competitive brand position, and create a more confident and forward-facing brand communication plan. The goal was a wholesale retelling of the Pima story—launching a new future by living and expressing an entirely new brand that’s focused on transparency, academic opportunity, and the success of a diverse student body. Stamats was the perfect partner.
-
The Project
Our work with Pima centered on brand clarification and development. We began by conducting in-depth market research with Pima leadership, administrators and staff members, students, parents of students, and community members. Results from the surveys and focus groups led to the development of:
- A new brand promise
- A revitalized brand platform
- A new brand ethos statement and elevator speech
- Refreshed logo
- Innovative brand campaign creative
- Website redesign
Pima’s new tagline, “Keep Striving” is powerful and emotive—an action-focused mantra that captures the life-changing potential of education. It provides a dimension of layered meanings that will add depth to future brand messaging and serve as a flexible foundation to express the elements of Pima’s brand pillars and brand promise statement.
The new brand identity recently launched via a multi-channel campaign that involved outdoor, television, radio, and print advertising. Pima’s redesigned website will launch in the next couple of months.
-
The Results
Pima’s new brand is doing exactly what it was designed to do—creating a platform to tell a new story and erase outdated perceptions. The brand campaign has been enthusiastically embraced by constituents, has elevated Pima’s sense of pride and identity, and has inspired a legion of internal and external constituents who are now living a positive brand experience.
Early enrollment figures support the success of Pima’s new brand. When comparing the immediate year before brand launch to the year in which the brand launch occurred. Both summer and fall enrollments have increased.
Lisa Brosky, Vice Chancellor, External Relations for Pima Community College, expressed her delight with the project and partnership: “I’ve had the opportunity to work with Stamats at two colleges, in Kentucky and, more recently, at Pima Community College in Tucson, Arizona. Stamats is very fortunate to have Arizona-based representation, giving this national company tremendous local insight. Stamats also is, arguably, the nation’s leading expert in educational research, using national data and local research to help institutions shape marketing decision-making. Highly collaborative, Stamats doesn’t try to shape a cookie-cutter approach to your institution. They work with you to create something meaningful and valuable to you and your institution.”
