Top Story
February 10, 2011
Metropolitan State University of Denver
Name change initiative the subject of Metro State town hall meeting
|
|
|
President Stephen Jordan reviewed next steps for College’s name change initiative at town hall meeting on Feb. 9, 2011. |
“Commitment to mission” was the predominant theme for a Feb. 9 on-campus, town hall meeting where President Stephen Jordan discussed next steps for a Strategic Name Initiative for Metropolitan State College of Denver.
“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 to approximately 100 faculty, staff, students and alumni in attendance.
“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.
|
|
|
Stacey Lewis, Sector Brands |
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.”
Jordan added that when the Student Government Assembly’s Runners Program surveyed students, 90 percent said they favor using the word “university” rather than “college.”
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 has been distributed to all faculty, staff, students and alumni, and is available at
|
|
| Randy Larkins, Director of Assessment and Academic Partnerships |
www.mscd.edu/namechange. 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.
On behalf of students, 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.”
