Brand Study Findings

Minneapolis College's brand study underway

In October, Minneapolis Community and Technical College (formerly know as MCTC) launched a brand study project to assess its name, logo and overall image. The project will result in a new brand strategy that strengthens MCTC's competitive position and unique brand value relative to other institutions. Successfully implemented, this strategy will help increase student enrollment and retention, strengthen partnerships with external stakeholders and enhance the institution's recognition and visibility.

Following the publishing of a Request for Proposals, nine vendors submitted proposals that were scored and four finalists were chosen. Those four vendors were interviewed and Capsule emerged as the brand partner most capable of providing expertise for this project while meeting budget constraints. The in-depth study was designed to uncover patterns and perceptions to gain an understanding of the current brand and develop strategies for how the brand can transform to serve the College more effectively.

Capsule worked with MCTC's Marketing Communications staff in November to conduct extensive research for the brand study.

"The research portion of this project is essential as it will shape the direction of decisions being made about MCTC's visual and brand identity," said Chief of Staff and Communications Officer Deanna Sheely.

Through this phase of the project, Capsule received input from more than 600 stakeholders by conducting one-on-one interviews, focus groups, brand strategy sessions, exercises and an electronic survey. Stakeholders included students, prospective students, parents of prospective students, faculty, staff, alumni, Foundation board members, industry and business partners.

"The responses from students about their perceptions of MCTC were very positive," Sheely added. "Common themes revolved around transformation, inspiration to persevere and being a part of something special."

Of the students who participated in the survey, 95 percent said they would recommend MCTC. 

With a rebrand, MCTC has the opportunity to enhance awareness about the sense of "place" it provides students and employees as they are inspired to succeed. With a continued commitment to cultivating a positive workplace environment, a feeling of being welcomed, supported, valued and hopeful will continue to be cultivated with students.