A Name Equity Study for NHMCCD The Marketing Council April 13, 2007

Overview: Select a professional research firm to help determine public perceptions of the college district name and sentiments regarding a possible name change. Survey community residents, business leaders, governmental leaders.

What we need to learn: The depth and extent of loyalty to college district name. The depth and extent of loyalty to each college name. Whether the district name is advantageous or detrimental to the public’s understanding and perception of the district. (more)

What we need to learn: Public sentiment for a name change. How public sentiment for NHMCCD compares to sentiment for other colleges in the region. Level of name “equity” among peer colleges across nation

Timeline: Edge Creative makes Jan. 2006 recommendations EC approves research March 2007 Marketing Council April 13 reviews RFP to vendors mid-April Researcher selected late May

Timeline: Research conducted June-July Mrktg Council review late July Presentation to EC late July Presentation to BOT Aug. 2 IF BOT DECIDES TO CHANGE NAME: Mktg Council announces Aug 6 name change process & “Naming Committee”

Timeline: Nominations received Aug. 31 online & at college sites Nominations reviewed Sept. 4 by Naming Committee; narrows list to 12 Nominations presented Sept. 6 to BOT Balloting begins Sept. 10

Timeline: Naming Committee narrows Oct. 1 selection to 3 or 4 BOT hears results Oct. 4 Balloting for “finalist” begins Oct. 8 Naming Committee reviews Oct. 29 results of balloting BOT hears results; Nov. 4 makes selection