How Was This Developed?

How did we get here? In order to create a strong and resonant brand, several groups and interviews canvasing many demographics were convened to discuss the strengths, weaknesses, opportunities, and threats of the college.

Six focus groups were convened for a minimum of 90 minutes each to collect data from the stated audience types. Each group included two exercises, a SWOT activity to assist in the examination of college strengths and weaknesses and a Q-Sort to guide future website development navigation.

Seven one hour interviews were completed with selected faculty, staff and administration at Linn-Benton Community College.

Both internal and external audiences were included. The internal audience is critically important as they live and breathe daily with the flow of the institution. They are the brand and the brand must be something they can support and live. Two internal groups including Current Students and Faculty and Staff were conducted. While the external audience segment doesn’t have to live the brand day to day, the brand must be believable and achievable to them through their limited interactions with the college. Four external groups included High School Students, Business & Industry Connections, Friends & Alumni, and Continuing Education/Community Education Students (community).

Full Reports: