Brand
Randolph, New Jersey
Suburb (Large)
5,838
Titus the Titan
Brand Promise:
County College of Morris, New Jersey
Brand Need
Until recently, County College of Morris was known locally as a transfer school for first-time, full-time students out of high school. It was nicknamed “Harvard on the Hill” for its hilltop campus that generations of families had attended.
This perception created a gap between the college and the local workforce community. Additionally, the college had separate processes for serving students in degree programs versus adult learners in workforce programs, a siloed setup the college wanted to end. Their similarly siloed website was so outdated and confusing that students no longer used it or simply got lost on it.
Brand Vision
Leaders at County College of Morris wanted to present a clear, unified image of the college to all learners and strengthen its connection to the community. For several years, the college has focused on internal restructuring to better coordinate its academic and workforce programs. The college combined enrollment management and marketing to serve academic and workforce programs.
A new vice president of marketing, public relations, and enrollment management was hired—someone from outside higher education with expertise in brand development. The college combined its grants office and foundation to serve students better. Officials improved collaboration across departments and services at the college.
During restructuring, the college addressed perception and communication to make the “one-college” experience possible. A website redesign would serve as their main change agent for bringing all of this work together and clarifying their brand promise.
We want everyone to see themselves reflected from the moment they are here, to feel ‘This is my school.’”
Brand Strategy
County College of Morris spent more than a year conducting focus groups and interviews with learners, institutional members, alumni, employers, veterans, and others to learn about their experience with and perceptions of the college.
The findings informed a multi-pronged branding transformation. College officials launched their “Go big!” campaign to encourage students to pursue their goals. They focused on shared identity and belonging, rebranding as “the community's college.“ They updated the college mascot, Titus the Titan, to foster school spirit and connection.
However, the website redesign became the primary focus, building a tool to deliver unified messaging and create an engaging experience for learners and the community. The college worked closely with a local vendor who understood how to design a unique website focused on the learner experience and prioritized meaningful engagement.
Website
Before
After
Clubs and Orgs Office
Before
After
Records and Registration
Before
After
MASCOT
BEFORE (LEFT)
AFTER (RIGHT)
BIGGER. BETTER. BRIGHTER!
SEE THE RESULTS
Our goal is to have the brand be consistent across every effort and event on campus.”
The college hosted a campus-wide reveal party to introduce the new website and refreshed mascot. The new mascot led the dancing, and there was mascot-related swag, branded cupcakes, and a photo wall. Attendees were encouraged to post about the event on social media. The aim was to have every campus member feel a sense of ownership, engagement, and enthusiasm.
We want to turn the volume up on the pride that you have here, whether you're a faculty, staff, student, or prospective student.”
Brand Effect
Since implementing the branding efforts and internal realignment, enrollment and graduation rates have increased in both the academic and workforce programs. Staff and faculty were trained on the brand style guide, and processes were set up to ensure brand consistency across the college. At a deeper level, the rebrand helped shift the culture as college leaders better understood how their students and community experience County College of Morris.
Before branding and research efforts, the college failed to engage adult learners on campus or prospective adult learners in the community. Their brand efforts changed this, resulting in 35 percent growth yearly in the students served through workforce programs. As an emerging Hispanic-Serving Institution (HSI), the college has taken steps to better connect to the local Hispanic and Latino community. Marketing materials are now available in English and Spanish.
Employer and community partnerships have strengthened to the point that over 150 events now occur annually that bring the community to the campus and vice versa. Students are now using the website, which is formatted to support their progression along career pathways. Collaboration within the college and with external partners is the heart of the college's rebrand.
Now we are able to reflect back on all we’ve done and all we’ve learned and say this is our brand promise.”
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