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Q: Why
change the name?
A: That is best answered by reading the
background story for the rationale on changing our name.
Click Here:
Background
Story
Q: What do
you mean by the term "branding?"
A: Read the link called All About Branding Click Here
Q: What was the method used for choosing a new name?
A: There was
a nine month period open to name submissions from alumni, friends and supporters of the college, and our marketing
firm. The president
and his staff as well as the marketing firm processed all the
submitted names. They sorted out the names that do not work based
on criteria requested by the Board of Trustees. Most names were
rejected because they are currently being used by some other organization.
Once the rejects were filtered out, a short list was reconsidered
and then focused down to the single most appropriate name for the
college which reflected our mission and future positioning in the
marketplace.
Q: Who
picked the name?
A: In October 2004,
the president and the consultants presented the leading choices to the Board of Trustees for their final approval. The Board voted on and selected the final name.
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Q:
What is the timetable for the change?
A: Research
began in 2003 and the final name was selected in October 2004.
After a 3-4-month period of design, testing and adjustment, the
launch will occur in May 7, 2005. After that, there will be a period of time in which all communication
will contain the byline informing the public that were were formerly Western Baptist College. In time, the new name will stand alone.
Q: Will
the colors, logos and mascot name change also?
A: No. The decision was made with the feedback from alumni and friends that these traditions will remain in place.
Q:
Who is the marketing firm you are working
with?
A: Spirit
Media is our lead firm in association with McConkey Johnston of
Portland. Their websites are:
http://www.spiritmedia.com
and
http://www.mcconkey-johnston.com
Q: Will there be a return on the investment?
A: Great care has been taken to exercise good stewardship by selecting a plan that was appropriate for our economic capabilities. The marketing plan is designed to increase our territories and visibility in order to serve a greater part of the Christian community in the Northwest.
Click Here: Background Story |
Q: Will there be a lot of expense in changing the college materials?
A: Every attempt has been made to minimize the economic impact. The lengthened schedule allows for inventory reduction so that the new name can be inserted into the normal reprinting cycles for our publications.
Q: What
else will change other than the name?
A:
Our hope is to serve the continually expanding marketplace by making
ourselves more visible to the evangelical community. Our statement
of faith and our mission "to educate Christians who will make
a difference in the world for Jesus Christ" will remain the
same.
Q: I
am a WB alumnus. What college will I now be an alumnus of?
A: All
diplomas for WB students and alumni through May 2005 will be inscribed
as Western Baptist College. However, any alumni who have graduated
prior to May 2005 and who wish to have the new name on their diplomas
may have them changed to the new name.
All
past, present, and future alumni will, however, all be considered
part of the alumni association of the newly named college as of
May 7, 2005.
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