“Statistics show that Metro State is serving more historically underserved students than ever before,” Jordan said, citing a list of increases in student population groups as well as retention figures that show the College is fulfilling its mission of accessibility and affordability. “Anyone who would argue that the College has walked away from its mission would be hard-pressed to fight these statistics.”

Jordan’s presentation, “More Than Words: Strategic Name Initiative,” reviewed the rationale for a name assessment and the benefits a new name could provide, including attracting more private dollars and increasing the perceived value of the degree for students, alumni and employers. “Our students and alumni deserve the same value in their degree as others—one that will open more doors to more opportunities,” he said.

Jordan also discussed the identity campaign, “The Met,” from 1997, that sought to change the College’s nickname. He assured the approximately 100 faculty, staff, students and alumni in attendance that the Strategic Name Initiative was completely different because The Met campaign had no name assessment, no opportunity to provide feedback prior to a decision, and legislative approval was not necessary.

“Recognizing the gravity of this new initiative, the administration and Board of Trustees knew that it was important to start with a significantly thorough name assessment that would guide them in deciding whether to proceed or not. Equally important is that this process is completely inclusive; everyone is encouraged to vote and include any comments they may have,” he said.

Jordan then turned the discussion over to Stacy Lewis and Chuck Gross from Sector Brands, the firm that conducted the name assessment last spring and is assisting with ongoing research. In her presentation, “More Than Words: Next Steps,” Lewis presented the assessment’s key findings.

Regarding the current name, the assessment uncovered that there are too many negative connotations; that it does not reflect the quality academic experience; and it does not reflect the complexity, size, impact and influence the institution has on the State of Colorado.

One of the most concerning findings was that many—including 15 percent of employers who already have a relationship with the College—see Metro State as a community college. Lewis went on to explain the weight of the word “university” in the name. “Most felt that university clearly implies four-year institution and advanced degrees.”

The assessment also revealed the importance of the specific words in the current name, with “Denver” reflecting urban, diverse and the location, and “state” representing a public not private institution.


Next Steps
From February 10-28, Sector Brands will test three new names along with the current name through a survey, one-on-one interviews and focus groups with faculty, staff, students, alumni, and community and business leaders.

The four names are:
Metropolitan State College of Denver
Metropolitan State University of Denver
University of Central Colorado
Denver State University

The electronic survey will be distributed to all faculty, staff, students and alumni, and will be available at www.mscd.edu/namechange starting tomorrow. The two top name finalists will be presented to the Board of Trustees in March. If the BOT chooses a new name to go forward, a bill will have to go before the legislature and pass for it to be approved.

Voices from the Metro State community
Following the presentation, Jordan, Lewis and Gross took questions and comments from the audience, most in support of a name change.

Randy Larkins, director of assessment and academic partnerships, said “We have an image of being a commuter college. Let us build traditions unique to Metro State. I think it’s more than just the name.”

In response, Jordan said an example of the College’s efforts to build tradition can be found in the First Year Success program and next week’s Homecoming activities. “We are proud of those students and leaders trying to build up those traditions. My hope is that we can all support in those efforts."

Assistant Professor of Philosophy Adam Graves asked to what extent the research had been conducted on a national level. Lewis said the research focused within the College’s marketing geographic reach, primarily the 7-county region, but added they were able to get an idea of how the name resonates with people out of state based on conversations with faculty and staff who travel to conferences.

Jordan said often when he goes to conferences and says the name, people ask “‘Where’s that?’ and ‘How big is it?’ They don’t know or they confuse us with the college in Minneapolis.”

Director of Student Activities Brooke Dilling Gerber asked if there is a name change “how do we roll out? Student organizations don’t want to spend their money only to have things change. How quickly would that happen?”

Jordan said a new name, if chosen by the BOT, would have to be approved by the legislature and then there would be a one-year window to change everything, “so business as usual, until we get legislative approval.” He added that when the Student Government Assembly’s Runners Program surveyed students, 90 percent said they favor using the word “university” rather than “college.”