A Brand Opening - Capitol College

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Capitol ChronicleSPRING 2006volume 1, number 1Editor, DesignMegan CampbellAssistant Editor, WriterAngel Brownawell1 411301 Springfield Road, Laurel, MD 20708301.369.2800, 888.522.7486www.capitol-college.edu6 9in this issueFeaturesAlumni Update, Class NoteUpdate your information or send us aclass note in the Alumni & Friends sectionof our website at www.capitol-college.edu. Or you can mail your name, class,address, phone number, email address,note and new employer/job title if relevantto the Office of Advancement andAlumni Relations, Capitol College, 11301Springfield Road, Laurel, MD 20708.Career AssistanceAlumni are welcome to use the services ofthe Career Center. Call Tony Miller, directorof career services, at 301-369-2555 tomake an appointment for career counselingor for information about hiring aco-op student. See our website for careerservices available to students and alumni.The Capitol Chronicle is published quarterlyby Capitol College for alumni, faculty, staff,students, parents and friends.It is printed on paper containing 50%recycled content including 15% postconsumer waste.1 Cover Story: Making Our MarkCapitol introduces its new brand message and logo4 Campus ChangesNew building and sites add to campus landscape5 Reaching OutCapitol-hosted programs attract high school students to engineering6 Political ArenaStudents and leaders play active role lobbying the state governmentDepartments7 In BriefKudos to Capitol, increased enrollment and more8 Faculty and Staff NotesProfessors recognized, new academic vice president named9 Class NotesWhat your classmates are doing nowon the coverCapitol College showcases its new logo. Freshman Jan Boshoff, studying electricalengineering, was one of the student volunteers at the brand launch, where he modeledclothing with the new design.
cover storydirectly from its preceding generations.The notion that we have a brand is new.”The crux of the brand – the promise– sounds so obvious to those who knowthe college. The statement is not thatshocking or surprising, even Wood saidso in his remarks. Every word in thebrand promise tells what Capitol hasalready been aspiring to do well fordecades.But Capitol offers much more, and capturingthe essence of the college to createits marketing identity was no easy task.That’s why the branding initiative wasneither created quickly nor by the mandateof one person. The challenge wasfirst tackled by a group of college facultyand staff who began meeting in 2004.Creating the BrandWith the arrival of a new president andnew strategic plan, the Marketing Committeewas determined to recommendhow best to use its limited resources toset Capitol from the pack in the competi-making our markAlexis Moore shrieked as she walkedinto the classroom filled withstacked cardboard boxes overstuffedwith red, black, white and gray t-shirtsand sweatshirts. An audience had gatheredjust outside in the entrance hallof the William G. McGowan AcademicCenter, waiting for the anticipated logolaunch to begin. Moore and several classmatesdidn’t have to wait longer. Theyvolunteered as student models for theevent, getting a sneak peak of the logo.“I love it,” Moore said excitedly, smilingas she held up a white sweatshirt withthe new black and red design. “This wasthe one I wanted.”While Moore and others who gatheredfor the event were mostly excited aboutseeing the new public face for the college,the celebration wasn’t about justthe logo or even the tagline of “Educate.Innovate. Inspire.” Capitol College onFeb. 23 announced its arrival to the worldand the start of its new brand, a studentcenteredcommitment that establishesthe unique identity for the institution.It’s a commitment that is summarized inone sentence: Capitol College promises arelevant engineering and business educationin a supportive environment forcareer success.That sentence is the Capitol College“I absolutely love it. It was myfirst choice [at the focus groups].I like the shield; it creates a strongsense of honor and pride. ”– Alexis Moore, senior, managementof information technologybrand promise – a statement thatdeclares exactly what the college representsand what it will do.“The brand promise we make to allwhom we serve, emerged from nearly ayear’s hard work by a collective group ofpeople inside and outside the college,”Wood said. “We are preserving much ofthe old, and that which is new evolvesSPRING 2006 Capitol Chronicle
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