Agency Capabilities

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Welcome
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Alamo Community Colleges - Identity
Agency Capabilities
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Research Summary
Agency Capabilities
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Low Brand Awareness.

• The name Alamo Community Colleges is low in
  awareness among opinion leaders
• Familiarity with the Alamo Community College
  District is overshadowed by SAC
• The district itself trails behind the individual
  college identities, except Northeast Lakeview
  (expected)
• No more than 29 of students could identify any
  of the five college logos (name removed)

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Low Perceived Value.

• Compared to other higher education institutions
  in the metro area, opinion leaders are less
  likely to grade the Alamo Community Colleges as
  providing a quality education and service to the
  San Antonio community
• Many students think that the educational product
  is substandard at the 5 colleges, and merits
  consideration only as a fallback choice
• Community/Junior perceived as something of
  lesser value

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ACC Logos.
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Unaided Logo Recall Approach.
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Logo Recall HS Students
College night interviews
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Very familiar with colleges HS Students
Telephone interviews
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ACC Recall Opinion Leaders
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Opinion Leader Evaluation of Higher Education
Institutions.
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Summary.

• There is no branding that exists which unifies
  the district as one
• Using multiple logos with no commonality, drives
  a perception that the district and colleges are
  small andcreates a consumer reaction which
  causes confusion

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Objectives.

• Develop a coordinated look for the Alamo
  Community Colleges
• Communicate unity throughout the district and
  among each college
• Embrace the power of speaking with one voice

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ACC Logos.
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Television
Agency Capabilities
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ACC Logos.
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Issues.

• Historically, students dont recognize the
  college or district logos
• Historically, Bexar County taxpayers dont
  recognize the college or district logos
• Historically, government and business leaders
  dont recognize the college or district logos
• By having such a fractured brand, we are missing
  the opportunity which so many other two-year
  college districts have taken to build key
  awareness of our size, impact and overall quality

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Benefits.

• We literally cant afford to do that anymore
  students, taxpayers and community leadership need
  a clear picture
• The Alamo Colleges will be a powerful brand The
  Alamo Family of Colleges, even as the separate
  colleges keep their distinct identities
• The total is greater than the sum of its parts
• Its time . . .

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Summary.

• The new logo, name and name emphasis address the
  lack of increased public awareness since first
  measuring ACCs image in 1988
• The new name, Alamo Colleges, provides the
  opportunity to increase the publics awareness of
  the system and its five colleges
• The new name, Alamo Colleges, elevates the entire
  system

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Summary.

• The new name, Alamo Colleges, does not change the
  names of the individual colleges, thereby
  preserving their identities
• The cost to make the change in the college signs
  is approximately 100,000
• The new name, Alamo Colleges, will utilize
  enhanced management over the logo and names
  ensuring higher public recognition of the brand
  and the quality of the education provided

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Comparing Awareness of Alamo Community Colleges
FOR GROUP DISCUSSION. NOT RECOMMENDED FOR
PRESENTATION.

• Four studies have been conducted to measure
  public opinion of Alamo Community Colleges.
• Each study found that SAC is much more familiar
  than the other colleges.
• However, due to different methodologies and
  questionnaire language, there are some
  differences in the results.
• For the three most recent surveys which were
  conducted by Core Research, the client (ACCD) was
  masked, to avoid false positive recall.
• The 2005 survey represents residents OVER 35
  years old, which accounts for a higher recall of
  St. Philips and Palo Alto.
• The 2008 student survey combines Very familiar
  and Somewhat familiar to be consisted with
  simple yes/no responses in other surveys.
• 2008 telephone survey of 205 high school
  students
• 2008 web survey of 125 opinion leaders
• 2005 telephone survey of 300 residents who were
  at least 35 years old
• 1988 telephone survey of 368 students
• Introduction Hello, I work for the ACCD and
  would like to take five minutes of your time to
  ask you a few questions concerning the ACCD and
  the colleges that comprise the district
• Q1. Have you heard of the Alamo Community
  College District?
• IF YES Q2. Name the colleges you think belong
  to the ACCD.
• IF NO Q3. Are you aware of Palo Alto
  College/San Antonio College/St. Philips
  College?

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College Brand Awareness.Comparing 4 studies
(aided recall)
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