Best of CASE District VIII Award
 

Institution: Oregon State University

Title of entry: College rename/rebrand initiative

About this entry: In spring 2023, the College of Public Health and Human Sciences changed its name to the College of Health. The college's three full-time marketers were responsible for implementing this change on a shoestring by summer 2024. The work was complete in fall/winter 2023. This work included a comprehensive communications plan and conveying the name change and reasons behind it to faculty and staff, alumni and donors, and students. Faculty and staff received a number of communications updating them on progress, in addition to forums where they could voice their opinions, and surveys where they could vote for their preferred name. The team worked with colleagues in fundraising and alumni relations to reach their audiences in a tiered manner that included communications from their leadership. Students were emailed and directed to a web page with FAQs; a web page for faculty and staff was also created. Signage in major areas, especially near the advising office, communicated that change was coming and offered reassurance. A motion graphic was created to announce the change and was sent to all constituents and added to the college's website and YouTube channel. All communications conveyed clarity, excitement and reassurance, and the theme was "Reset." The team contacted admissions, university relations and marketing and about 25 additional units on campus to ensure the name was changed and provide context. Qualitative feedback has been overwhelmingly positive internally and externally, and we saw a clear spike in web traffic and social media engagement and followers.