“Your brand is what other people say about you when you’re not in the room.”
Westminster’s brand is our reputation—what people say and feel about the college.
The college saw a need to influence those conversations for the better based on the following:
- Public Perception Study (Simpson Scarborough, 2013)
- CBE Program Study (Cicero Group, 2016)
- Why Westminster campus survey (2015 Provost’s Office)
Research found overall awareness about Westminster is low. What people do know about the college is often vague, misdirected, or incorrect. And, the behind-our-back conversations do not align with the experiences our students and alumni can attest to (or to the experiences and motivators we shared in the Why Westminster survey conducted by Provost Lisa Gentile).
A desire to improve awareness and better communicate what makes us special was the genesis of this initiative. As we asked “Why Westminster?” and endeavor to improve campus culture, the timing was right.