10-12-2001
		Calvin makes up its mind about new image

By Beth Heinen

Associate News Editor

The new ``Minds in the Making'' banners that appeared all over campus a few weeks ago are just one example of Calvin's new image and marketing project.

This project began last year when Crane Metamarketing, an image consultant, did an extensive study of the college. Based on their suggestions and reports, Calvin has made a few distinct, deliberate changes to many of their brochures and the overall image of the college. To current students the most noticeable of the changes is the sudden appearance of the phrase ``Minds in the Making'' on websites and the banners.

``I think it represents us well,'' said Vice President for Enrollment and External Relations Tom McWhertor, of the slogan. ``If we don't fairly represent Calvin, we're just shooting ourselves in the foot.''

McWhertor said that the new slogan, which goes along with Calvin's new image, is designed for two separate audiences. The first audience includes Christians, who, for one reason or another look past Christian institutions when determining where to go to college. These students sometimes think that Christian colleges are not ``high caliber,'' that they are too restrictive, or that ``they are all just Bible colleges.''

``Our consultant thought we did a good job of communicating Calvin's distinctions,'' said McWhertor, ``but asked how well we do that for those who automatically look past Christian colleges.''

The second audience targeted by the slogan, according to McWhertor, are members of the Christian Reformed Church who think that they need to get out of the Christian community.

``We're talking the kids who think, `Because I can get into one of those brand name universities, I ought to go,' he said. ``We hope this tagline will address those students as well. It's our intention to add some nuance, a little freshness, a feeling of `oh, that's a little different,' to the college.''

``Minds in the Making'' was selected after several meetings with Crane Metamarketing and receiving feedback from a variety of focus groups on campus, like administration and faculty. Although it was never put up for a vote, McWhertor said that they received constructive feedback on the slogan, both positive and negative.

``Most criticisms wanted us to be more explicit, detailed or make it longer. They felt it was too ambiguous. `Christian Minds in the Making' was commonly suggested as an alternative.''

However, he said, ``We convey an academic emphasis here. ...We're about minds. Yes, we're Christian minds, but that doesn't have to be emphasized in just the one statement.''

Another change in Calvin's image is that admissions brochures will now be consciously dropping the word ``College'' from many of their publications. This is also on advice from the Crane consultants.

``We want our identity to be known as simply `Calvin,' said McWhertor. ``You don't think about ever saying `college' or `university' when you say `Harvard' or `Yale' and we want to accomplish something of the same thing. We have no intention of switching to a university, or to downplay the fact that we are a college. But what we want to come to mind when you think of us is `Calvin,' and two words doesn't work.''

The ``Minds in the Making'' slogan now appears on most of the promotional materials, which are being sent to prospective students. It will be focused toward this ``outside audience'' rather than ``insiders'' like alumni and current students.

``We're not changing the college or who we are,'' said McWhertor, ``we're just trying to reflect it through the eyes of a new audience with more deliberateness, rather than hope they catch it ... what we're about. We're changing how we talk about who we are.''