Date of Award

1-1-2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Carolyn Cunningham

Second Advisor

Dr. Andrew Ciofalo

Abstract

Marion Technical College (MTC) is a small community college located in central Ohio. With 23 community colleges in the state of Ohio, competition for students is great. Thus, this study examined how MTC should rebrand itself, primarily through a name change, to attract students. Theories used to explore and support this rebranding strategy were social information processing (SIP) as well as of the theory of social capital. With these theories in mind, this thesis explored how high school students and community members perceive MTC and how a social media campaign could assist in creating a positive view of the college. Results for both groups who were surveyed showed that the term “technical” in the name of the College hindered the ability to attract students, but research also showed that those interviewed felt the college played an important role in the community. Research also showed that social media was a favorable platform for changing opinions, gaining social capital and rebranding MTC.

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