What began 15 months ago with the start of a branding and marketing study — and journeyed through the opinions and ideas of more than 3,000 existing and prospective students, parents, faculty and staff, and community members — culminated today in a college-wide celebration, on all six campuses, as Central Piedmont Community College launched its new branding, which includes new college colors, logo, and website.
“We hope this brand transformation will excite all of those in our Central Piedmont family, energizing and propelling them forward to do the passionate work needed to help our students not just wonder, ‘what if,’ but set an academic goal and achieve or surpass it,” said Central Piedmont President Dr. Kandi Deitemeyer. “Central Piedmont calls on all its employees, students, board members, and community supporters to now be brand ambassadors, helping to tell the college’s story to the community.”
The brand study, conducted by Charlotte-based marketing and branding agency Candescence, proved what the college suspected but had never truly verified – that residents of Mecklenburg know Central Piedmont, appreciate and love it, but do not know the full depth and breadth of its programs and services. Based on the study’s results, the college concluded it needs to do a better job of telling its story throughout Charlotte-Mecklenburg.
The college’s “brand” is the emotional and psychological connection people have with Central Piedmont; its personality. The college’s logo, website, marketing materials, faculty, staff, and students – all are important parts of its brand.
What does this work by the college mean for the community? The college has determined there are three, specific “pillars” that support the Central Piedmont promiseto the community and provide the foundation of the college’s branding efforts:
- The college provides students a combination of technical and soft skills,
- The college has historic connections to the local business community, and
- The smart, common-sense of an investment at Central Piedmont. Studentsdon’t just learn “what,” they learn “how.” How to do something, be someone and make a difference.
The college’s new brand promise is bold and straightforward: “Central Piedmont delivers real-world, affordable, hands-on education that will transform you, change your life, and impact our community: Now that’s smart.”
The brand study results also emphasized the need for Central Piedmont to elevate its visual standing in the marketplace to match the caliber of education and services it provides. The “Central Piedmont green” has been replaced with a new color scheme: gold and gray. The old “green box” logo is gone and replaced with a cleaner, more collegiate and modern design. During the logo-design process, multiple students groups expressed their desire for a logo that stands well with the corporate and other institutional marks in Charlotte and conveys the seriousness in which Central Piedmont students approach their programs of study and pursue life-changing credentials.
The new Central Piedmont logo (as seen at the top of this news release) was designed by Karen McElmoyle of kmdesign of Charlotte, working with Candescence.
As the final piece of the branding/marketing process, the college has launched a totally new website to focus more on its visitors – mainly, future Central Piedmont students and their families – inviting them to easily explore and connect with the college.
The college partnered with Pittsburgh-based Barkley REI to create the new website at cpcc.edu. More than putting a new face put on the old website, Central Piedmont teams plowed through the nearly 30,000 pages of content on the old website to create a thoroughly modern, audience-focused way to present the information site visitors need to know. The look and feel, functionality and voice of the new website were created with intense input from hundreds of faculty, staff, students (prospective and current) and community members.
At a celebration event today on Central Campus that was streamed live to all campuses, the college revealed the new branding – including the new logo, college colors, initial advertising campaign concept, and redesigned website – and also had “reveal” parties for students at every campus, as well.
Central Piedmont now is working with Charlotte-based advertising and marketing agency Mythic on a new advertising campaign concept to support the new brand strategy and elevated branding materials. The campaign will begin rolling out in the Charlotte market this summer.
“Central Piedmont undertook this branding effort earnestly, with enthusiasm and the goal of building purposefully on the college’s positive reputation and 56 years of service to Mecklenburg County,” Deitemeyer explained. “The research bore out the college’s need to reach more families in individuals in Charlotte-Mecklenburg. We think this new brand will help show the community that Central Piedmont is bold, forward-thinking, ambitious and optimistic. The college can provide you a pathway to career success, further education and a better life.”
About Central Piedmont
Central Piedmont Community College is one of the largest community colleges in the Carolinas, offering nearly 300 degree, diploma and certification programs; customized corporate training; market-focused continuing education; and special interest classes. Central Piedmont is academically, financially and geographically accessible to all citizens of Mecklenburg County. The college responds to the workforce and technology needs of local employers and job seekers through innovative educational and training strategies. Established in 1963, Central Piedmont has provided more than 55 years of service to Mecklenburg County residents, business and industry. For more information, see cpcc.edu. Connect with the college on social media at cpcc.edu/social.
