Tag: higher education

NWC’s Trapper Village West as a Recruitment Tool

DeanF1949Leave a comment
Northwest College’s Trapper Village West is one mile from the main campus.

I attended the Northwest College Board of Trustees meeting on March 9 and listened to some well-reasoned and passionate presentations on the future of the college. The College’s plan to sell Trapper Village West (TVW) housing was indeed compelling, both from the standpoint of the presenters’ comments and the Board’s lack of response—probably not the most productive forum for a good two-way back-and-forth. That said, in defense of the facility, I have a few observations to add to the fray in this local hot topic.

I think a re-orientation approach to TVW would be well worth entertaining. Rather than looking at it from the view point of what advantages a sale would bring, I think perhaps the advantages of keeping the housing would be a reasonable focus. Once upon a time, Northwest College experimented with themed-housing. The results were inconclusive. But, back in that day my son lived in a learning community called the Art House and remembers that experience as his best-spent time in college. He cited common interests and a stimulating environment as worthy supplements to his formal learning experiences in the classrooms. I don’t know why these themed houses went away, but I assume cost to the student was a factor, along with some vague and/or unnecessary qualifying criteria.

I did some looking around on the internet to see how this concept exists at other institutions and found some thought-provoking information. I know that Northwest is different from other colleges in many ways but the two commonalities our school has with the others are substantial residential housing and contemporary student interests and concerns. Perhaps we could expand our view of what types of existing subgroups on our campus might find theme houses attractive.

I know that the student athletes at Northwest would jump at the chance to live together, and that is surely a common theme. But consider some others: science majors, gender neutral, women’s studies, international students, or students from the same town or region, etc. A common interest might be enough to recruit students for this opportunity, especially if there are financial incentives included. I don’t know what price point would work but I think an empty housing unit by comparison is good enough to consider discounting the cost.

So, at a bare minimum this effort might serve to buffer the maintenance costs of Trapper Village, and on the upside, it just might lead to a new and powerful recruiting tool, especially if it were presented as another cost-saving option to potential students offered by a school that’s already known for its low attending price.

A Case Study in Higher Education Ambivalency

mdt1960Leave a comment
A small modification to NWC’s current logo.

While Northwest College wrestles with all things related to the problem of diminishing state funds and enrollment, several ideas are being tossed about the campus designed to offset these critical times of financial crisis. Almost every proposed solution has to do with cutting or merging positions by means of reorganizing or diluting in such a way that cutting and merging are facilitated.

Sadly, as we consider how to keep on doing what we’ve been doing with less, one idea that hasn’t received serious consideration (to my knowledge) is the idea of renaming/rebranding the college—a college with a name so ambiguous, so easily forgettable that it would never be missed.

The idea of “Northwest” in its name for the college came from a time when the school (or any of the other junior colleges) never looked beyond its own state’s borders—a time when the target population was mostly Wyoming based. But, as we know the times have changed, and relying on a student population that is Wyoming based is extremely short-sighted and fiscally irresponsible.

Think about it, “Northwest College.”

Is that in Washington somewhere?

No, it’s in Northwest Wyoming.

Anything else in the area that would be more unique, more recognizable in terms of association?

Well, there’s this place called Yellowstone National Park.

Is there any other institution of higher education using that moniker?

Nope.

This has innocently turned out to be a ripe textbook marketing-identity case study (or nightmare). The current school name is so timid regarding its location that when the college updated its logotype back in 2004, they added “Wyoming” underneath the school’s name. Might as well have attached the zip code too.

Even people in our own state often refer to us as “the college in Powell.” And, when they do use a name, they still get it wrong in saying “Northwest Community College.” Hell, one of my students used that old name in a short essay he wrote the other day.

Yellowstone College. It’s a slam dunk, a no-brainer, but you know, that would cost money in rebranding and whatever else associated with such a deliberate and obvious change. Nevermind that when the college moved it’s website and email address from www.northwestcollege.edu to www.nwc.edu, there was plenty of reprinting of various forms, letterheads and business cards to keep our printshop busy in the year that followed. Basically, we’ve gone through dress rehearsals like this before and barely blinked.

Saddest of all, the college used to be called Northwest Community College up until 1989. As near as I can tell, sometime before that a movement evolved (clearly “movers and shakers”) and managed to get the school renamed to Northwest College (sans “Community”). Supposedly that made things a lot better. Talk about failed rebranding testimonies.

As gutting of the institution’s public relations office continues—from nine staffers in 2010, down to six in 2018, nothing would boost enrollment numbers more than a name associated with one of the most popular travel destinations in the world. What other institution of higher learning is more entitled given the East Entrance is just over 70 miles from our campus. Instead of explaining to the whole world where and what Northwest College is, Yellowstone College would wipe away all of that unnecessary, utilitarian, and no-one-is-listening-anyway language.

Nevertheless, like all of my ideas, this one is also a bit too bold for our milquetoast institution of higher learning. So, as long as we’re keeping “Northwest College,” perhaps we can at least poke a little fun at ourselves by printing up some of those bumper stickers that ask, “Where the Hell is Northwest College?”

Postscript: Along with the gutting of the public relations office, just over a year ago the financial crisis was also the rationale stated for the sinking of the student newspaper which did as much—if not more—to promote the college.