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Show ADMINISTRATION & STUDENT GOVERNMENT 4 Westminster College s new brand launched at the beginning of the Spring 2017 semester, receiving mixed reviews from Alumni As an alumni, I just used to know, said Hunter Schone, dass of 2016. Alumni respond I i STELLA ZHANG STAFF REPORTER After Westminster College launched its new logo and brand redesign at the beginning of the spring semester, alumni have expressed mixed reactions and want to and see the Westminster College I to Westminster's new brand to the college. I dont think the brand is why I give money to the college in the first place, Olsen said. I give it to the program, have complete support and they need to be prepared to remain loyal to the new brand for decades to come. Otherwise, I could see Westminster becoming lost in one of the many colleges sending mail-ito high school juniors. Since many alumni are not on cam- honestly the music program, because I support that. Thats what I did when I was here. I think that was a very positive pus frequently, many were surprised aspect of my life, and I think other peoopinions. when they found Sheila Rappazzo Yorkin, Westminple should have out about the sters executive director of integrated that. It has very little to do with change. marketing communications, said WestI was exCommarket how and Office of Marketing minsters they I to munication spent last fall unveiling the themselves changing emails DONT THINK with a career brand to internal audiences including new students." advisor and I ENOUGH PEOPLE . Hunt-e- r students, the alumni board and the board realized that the of trustees and has received a variety of Schone, an CARED ABOUT feedback. alumni from the logo looks difThe logo is now publicly available to class of 2016, ferent, said Vera REBRAND THE said in an email Shi, a graduate pieople through our website and signage from the class of around campus," Yorkin said. Weve that although IT ACTUALLY UNTIL 2016. I was not he . appreciates been able to kind of gradually see peothe following colleges ples reactions, and I would say that the the CHANGE. transition of the overall reaction is positive. commitment to rebrand. It was Though Yorkin said the new logo and adaption, he still d, Drew has some conrebrand have been definitely a surprise to me. Its Olsen, Westminsters computer support cerns about the like all of a sudnew coordinator and an alumnus who gradbranding DREW OLSEN, 2010 alumnus den everything uated in 2010, said the transition could and how it repBut resents his time be smoother. changed. it changed in a Thats something they could imat Westminster. When you come from a small private good way, so I liked it. prove on, Olsen said, citing a need for After seeing the rebrand and the new more transparency in the process. They college, I think it is more difficult to see might have tried to be transparent, but I an administrationinstitution that keeps logo on Westminster Colleges Facebook dont think enough people cared until it changing, Schone said. As an alumni, I page, many alumni expressed strong opinions about the rebrand, which Joactually changed." just want to look back and see the WestHowever, Olsen said the new brand minster College I used to know. If they hanna Snow, Westminsters director of wont change his desire to donate money are going to make a rebrand, it needs to brand marketing and strategy, said was ns fid well-receive- look back 99 expected. We did expect that not everyone was going to be pleased right away because its a change and its difficult and perhaps surprising for some people, Snow said. But the overall reactions of people have even been potentially more positive than we anticipated. Though the initial reaction has been surprise, Snow said the responses become more positive once people see the new brand with the messaging behind it. At the beginning, some people may feel like that rebrandnew logo doesnt feel right for me, but after a while their opinion softens after seeing the overall direction of the brand, Yorkin said. I dont think in the long run there will be any impact to giving and to involvement, and we hope that it helps alumni to be more invested or connect with their alumni board and get engaged. Despite the mixed reactions, many are optimistic about the new changes. I think change is always a tricky thing, Shi said. And under times of change, people tend to resist at the But ultimately we all have to understand that change is always necessary as the macro environment is changing and we have to move forward with it. The new logo to me, it catches your attention very quickly. It is overall a much-needtransition and it seems to be a well researched and very be-ginn- ed in. |