Texas Border Business
McAllen, TX – South Texas College is renewing its commitment to providing the best in community college education to the South Texas region with the launch of a new brand: “Experience Exceptional.”
Based on five months of research, including community, faculty, staff, students, parents, and business, the new brand reflects the best self of the college, according to Daniel Ramirez, South Texas College Director of Public Relations and Marketing.
The research was conducted under Ramirez’ leadership and in partnership with Interact Communications, the industry leader in 2-year, technical, and community college marketing.
“It was a great time to review what STC means to our community, students, faculty, staff, and partners. It was also an opportunity to improve our visibility and awareness as a local leader in higher education,” Ramirez added.
“We conducted extensive research to better understand how students and the community view the services and opportunities the college offers,” says Interact President Cheryl Broom. “The results were clear: STC is a local leader in higher education and provides its students and the community with exceptional higher education experience. The new brand statement, ‘Experience Exceptional,’ captures the college’s promise to students and the community to provide excellence in teaching and learning.”
“South Texas College is many things to many people,” said Ramirez. “It’s a premier destination for learning, a warm and welcoming college community, a place that connects businesses with talent, and a source of unprecedented opportunities. But above all, STC represents a unique and empowering experience—a one-of-a-kind institution for a diverse and extraordinary community and ‘Experience Exceptional’ embodies all of that.”
Why it works: the branding is concise, instantly understandable, and infinitely flexible. ‘Experience’ is a versatile ‘call-to-action’ that operates on both emotional and professional levels. It invites prospects into the college experience, while also promising to help them get the practical experience they need to succeed in today’s job market. The second half, ‘Exceptional’ combines the attributes of ‘originality’ and ‘excellence’ in an elegant, versatile word that not only lays claim to college’s exceptional reputation but also makes a promise to students that they too can be exceptional if they are willing to study and work hard.
South Texas College President, Dr. Shirley A. Reed says the new brand reflects the success of students who attend the institution.
“We have been underestimated. The community at large has underestimated South Texas College and we’ve come to recognize that we truly are exceptional,” said Reed. “This (new brand) truly reflects South Texas College based on our students’ experience, our community’s experience, and the perceptions of our faculty and staff.”
South Texas College sophomore, Aileen Flores says this campaign message mirrors her own experiences with the institution as well.
“Being able to balance my life has been great,” said Flores. “The balance of my time in classes and time at home I think makes South Texas College exceptional.”
The new branding will roll out this summer as the college continues to strengthen its visibility within the region and build pride among the exceptional students, employees,
To learn more about the opportunities at South Texas College visit southtexascollege.edu
