By Fredy Ramirez
The Classroom, Laboratory and Administration building and the “learn by doing” motto may no longer be a part of Cal Poly Pomona’s identity, as the university is set to embark on a year-long rebranding process.
The university is taking advantage of the opportunity to rebrand because the current CLA building will be unoccupied in a few years and will no longer be a part of the logo.
However, rebranding is more than changing the logo.
Rebranding is changing the perception of the university to those within the community and to those outside of it.
It’s a multi-layered experience that requires a unified approach, according to the Associate Vice President for Strategic Communication and Marketing Tim Lynch.
“People think of logo, but that really is only one slice of what branding is,” Lynch said. “Branding is positioning the university to tell its authentic story in a way that reaches a broad audience.”
CPP President Soraya Coley will make the final decision, but a rebranding committee will advise her.
The Academic Senate has also appointed faculty members, staff, students and administrators from within the campus to ensure equal representation.
The rebranding committee will meet once or twice a month depending on the progress of the implementation.
The plan will not be implemented until Nov. 7 at which point the rebranding process will have up to a year to finish.
The first step of the branding process is to identify how the university is currently perceived.
The next step will be to take a good look at the current logo and the motto.
Finally, there will be an integration process that will unify the campus under one umbrella.
The end goal will be for the university’s polytechnic presence to remain the same.
The plan intends to integrate everything the university is known for while also making improvements.
“Branding unifies the messaging. It doesn’t mean it’s the same across the board.” Lynch said.
The values the plan conveys are student learning and success, academic excellence, experiential learning, inclusivity, social and environmental responsibilities and community engagement.
These values are the guiding forces behind the implementation and are the goals of the plan, according to the Strategic Plan website.
The first goal of the plan is to continue to improve on the university’s “learn by doing” approach to teaching.
Making sure the infrastructure at school not only supports the approach but also enhances this approach is one way listed to meet the first goal.
“The data shows that people look at learn by doing, hands on learning and polytechnic education, and those are things we will embrace with both arms,” Lynch said.
The second goal is to improve student learning as whole.
Restructuring the curriculum and improving the digital tools and how they are used are a few ways to ensure the second goal is met.
The third goal is to make sure students are prepared to join the workforce after graduation and are able to make a positive impact.
One way listed in the plan to achieve this goal is by creating a career preparedness model.
The fourth goal is to improve the university’s revenue stream.
CPP plans to use the campus resources such as land and water to meet this goal.
The fifth and final goal is to attract the best employees possible.
Allowing for job development is a way listed in the plan to accomplish the final goal.
The committee created these strategic initiatives for the campus to focus on for the next couple of years. The campus is currently entering year one of the plan.
The logo and motto are the more visible aspects of the plan.
The implementation of the values is a process that will happen over time.
The university’s Strategic Communications Department began gathering and analyzing data back in January 2016.
The Strategic Planning Steering Committee, also comprised of members at every level on campus, analyzed that data and determined a plan.
Patterns in the data, such as the importance of the “learn by doing” approach, then began to emerge.
The committee members pushed for a more unified plan to incorporate the feedback from the community.
“Everything that came out of the strategic planning process was completed and backed up from the data we received from the campus community,” Associate Vice President of Academic Planning, Policy and Faculty Affairs Sepehr Eskandari said.
In the near future, there will be a website to keep the community up to date with the rebranding process.
The next step is for the university to select an agency to assist the strategic planning department in the rebranding process, which will happen at the beginning of November.
Tevin Voong / The Poly Post
The CLA building will not likely be included in the rebranding due to its upcoming deconstruction.
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