Montana Tech
Research and brand strategy to invigorate a bold institution.
Market Research
Brand Strategy
BACKGROUND
A Regional University
Montana Technological University (Montana Tech) is a STEM-first regional university in Butte, MT. Montana Tech is also home to Highlands College, the region’s community college and the workforce development and associate degree leader of Montana.
CHALLENGE
Integrating a New Name
Along with coordinating multiple entities, the institution had a new formal name after its re-alignment outside of the University of Montana system.
CHARGE
A New Brand for a Range of Audiences
The new chancellor wanted to capitalize on this opportunity to rebrand as something special. The brand we needed to assess and revise had to be as powerful for top graduate students across the nation as well as associate’s and certificate-seeking tradespeople, all while celebrating a new name.
DATA COLLECTION AND INTERPRETATION
Asking Those Who Know Montana Tech Best
Interviews
Surveys
Our work for Montana Tech began with extensive audience research to inform enrollment and brand identity. We surveyed current students, faculty, staff, alumni, prospective students, and parents of prospective students to get a comprehensive understanding of the lived experience of a Montana Tech education as well as the outside opinions of the University. The findings showed that Montana Tech offered a distinct college experience with exceptional return on investment. This is a place where students expect to be challenged and anticipate long nights…but also a place where they see the light at the end of the tunnel, the payoff in both personal and professional success that comes from a Montana Tech education. The research pointed to Montana Tech’s true identity in the minds of those who live and breathe the brand every day. At the same time, we discovered how outside perceptions could and should be improved to bring opinion in line with reality and grow enrollment.
OUTCOME
Montana True
Brand Foundation
Brand Campaign
We worked hand-in-hand with the Montana Tech team to establish a new Brand Foundation that informed all messaging to come. ADV then created the tagline and brand campaign to represent Montana Tech to its many audiences. The new brand, Montana True, is a far bolder, more engaging, and more impactful approach to messaging than the previous brand—all based on our research findings and analysis. Montana True speaks simultaneously to the challenge set before students when they come to Montana Tech, the success they can expect upon graduation, and the adventurous spirit of those who take full advantage of all that Montana Tech and its location have to offer.
Finally, our team developed an entire brand standards guide, marrying the existing identity with the new vibrant brand – boldly moving them forward while respecting the past.
