Brevard Community College (BCC) is a two-year, publicly supported post-secondary institution located in the heart of Florida’s Space Coast. An accredited institution, BCC is recognized as one of America’s leading community colleges for quality in instruction, organization and innovative, cutting-edge programs. It was one of the first community colleges in the country to offer an AA degree online. Throughout its more than 50-year history, the College has taken a careful, reasoned approach to determine its direction and educational offerings, evolving to meet the needs of its community.
Responding to data that showed heavy demand for management education, the College decided to begin offering Bachelor degrees, starting with a Bachelor of Applied Science in Organizational Management. This change in BCC’s status required that the College change its name, as it could no longer be defined as a traditional community college.
As part of its overall rebranding campaign, BCC selected Curley & Pynn to manage this initiative, starting with a research program to identify brand assets, understand audience perception and uncover both unknown obstacles and potential opportunities … the result of which, would be findings to help determine the College’s new brand (including a name, positioning statement and brand mark).