College Goes Back to SUNY Brockport
A message from Vice President for University Relations David Mihalyov regarding the College's reversion to the name SUNY Brockport
Beginning July 1, The College at Brockport will be revisiting its roots by returning to a prior use of its name: SUNY Brockport.
The institution was known as SUNY Brockport until becoming The College at Brockport in 2007. And while it made sense at the time to do so, today it makes sense to change again.
Last fall, the College undertook a market research survey of prospective undergraduate students, the parents of prospective undergraduate students, and prospective graduate students. The intention of the market analysis was to review recruiting potential undergraduate and graduate students, Brockport’s name recognition downstate, and how closely the College is identified with SUNY.
What was gleaned from the survey, which included participants from across New York State, was the strength of the SUNY brand and an overall lack of awareness of the connection between Brockport and SUNY.
The results showed that 61 percent of those surveyed weren’t sure of the relationship between The College at Brockport and SUNY, and 10 percent were sure there was no affiliation. The same survey respondents had an 81 percent positive impression of SUNY schools. Most respondents referred to the college as SUNY Brockport (45 percent) or simply Brockport (48 percent); none of them referenced us as The College at Brockport.
“In a time of heightened competition for new graduate and undergraduate students, name recognition matters,” said President Heidi Macpherson. “In an era in which the Excelsior Scholarship is getting more traction, it matters that students know we are a SUNY school. It matters when college and university fairs position our recruitment table near the small, local, private schools and not with our SUNY peers. It also matters within SUNY. Chancellor [Kristina] Johnson supports any initiative that raises the profile of our collective strength.”
In addition to the market research, last semester the College held open campus forums to discuss the possible change, and College Senate received a presentation on the issue.
SUNY Brockport will begin being used following Commencement and the College’s website, and electronic imagery will be updated soon after. Many additional visual changes will be phased in over time, as the cost of changing every sign, banner, and vehicle is more than can be covered in one year. As the date of the change gets closer, the Office of College Communications will share details about a revised logo and other details around the change.