How do you announce a major change in your organization?
In 2010, Atlanta Christian College decided to relocate its campus 75 miles south, from the metro Atlanta community of East Point, to West Point, Georgia, and engaged DeMoss to communicate the move to its internal and external audiences.
Convinced that a college relocating so far from Atlanta could no longer be named “Atlanta Christian College,” we researched the college’s competitive landscape, developed a new brand identity (including a visual expression) and recommended a new name: Point University. When the board unanimously voted to adopt this new identity, we created a strategy for communicating the new brand and relocation to key audiences and the general public.
Tactics included a new visual identity, special events for students, development of a microsite for students and alumni, creation of messaging, media relations, design and implementation of an advertising campaign to introduce the new brand, and counsel on how to anticipate and respond to opponents of the changes. As a result of our work, all key audiences embraced the new brand and relocation, enrollment did not suffer because of the move, and Point University is better known than its previous brand, despite the 73-year history of “Atlanta Christian College.”