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«EXCERPT: FRONT MATTER James Martin Owston, EdD Marshall University College of Education and Human Services Dissertation submitted to the Faculty of ...»

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Evaluating Board Support

Board Processes

Board Difficulties

The Board as the Change Agent

Reactions of Administration

Early Adopters

Survey Results

A Rainy Night in Georgia

Reactions of the Community

Community Support vs. “Community Sarcasm”

Community Support in West Virginia

Doing the Charleston

You can’t take the country out of Salem.

WVU’s march to Montgomery

The state of “State”

What was that name again?

Brand expansion

California here we come

Reactions of the Faculty

The Nature of Faculty Support or Rejection

Faculty Resistance

Reactions of the Alumni

The Case for “Case”

Charting Alumni Support

My Old School

Reactions of Former Employees

Reaction of Other Institutions

Marshall vs. WVU: The Backyard Brawl

A Carrier of Leprosy

Sue Me, Sue You Blues

All for One and None for All

Statistical Results

Summary

CHAPTER SIX: RECRUITMENT AND THE COLLEGE-TO-UNIVERSITY

CHANGE

“College-to-University” Rebranding and Institutional Enrollment

Institutional Size

Institutional Type

Type of Change

Enrollment as a Rationale for and Result of the “College-to-University” Change..... 410 Enrollment as a Rationale for the Change

Enrollment as an Indicator of a Successful Change

Enrollment Growth Credited to the Change

Enrollment in Relation to Other Variables

ix Reported Data

Collected Data

Revealed Data

Georgia and the Semester System

West Virginia and Community College Independence

West Virginia “College-to-University” Institutions and Enrollment

Schools with the Need to Survive

The University of Charleston

Salem-Teikyo University (now Salem International University)

West Virginia University Institute of Technology

Schools with the Need for Security

Ohio Valley University

Schools with the Need for Status

Wheeling Jesuit University

Mountain State University

Concord University

Fairmont State University

Shepherd University

West Virginia State University

Summary

CHAPTER SEVEN: REPUTATION AND THE COLLEGE-TO-UNIVERSITY

CHANGE

Prestige via Changes in Carnegie Classifications

Prestige via Increases in Graduate Programs

Prestige via Changes in Institutional Undergraduate Selectivity

Prestige via Changes in Institutional Tuition

Perceptions of Institutional Reputation

Institutional Prestige

University Culture

Correlations

Summary

CHAPTER EIGHT: REVISITING THE COLLEGE-TO-UNIVERSITY CHANGE... 492 Preparation

Continuation

Integration

Epilogue

CHAPTER NINE RETAINING AN INSTITUTIONAL BRAND

Branding and Higher Education

Trademark Infringement

Branding Fundamentals

Brand Name Duplication

Why Allegheny?

Organization and Data Collection

Fossils from the Alleghenian Age

Allegheny Theological Seminary (1825-1914)

Alleghany College (1859-1861)

x Alleghany Collegiate Institute (WV) (1888-1925)

Alleghany Collegiate Institute (NC)

An Allegheny Power: Allegheny College

Institutional History

Allegheny Gators

An Education with Innovation

Wonderfully Weird and a Wonderful Experience

A Foothold in the Allegheny Foothills: Community College of Allegheny County. 548 A College for the Community

Confusion to a Minimum

An Allegheny Front: Allegany College of Maryland

Only the Beginning

What’s Your Name; Was It One Change Or Two?

The Name Game: How about Allegany?

An Allegheny Uprising: Allegheny University of the Health Sciences

The Rise of an Empire

The Philistines Have Invaded

David v. Goliath

The Fall of a Dynasty

An Allegheny Passage: Penn State Greater Allegheny

Here in McKeesport, this Valley, this Valley of Fire

Winds of Change

Smokescreen: Stated Reasons for the Name Change

Most of the campus was in White Oak

County names are used for Penn State campus sites

Name changes occur frequently at the campus level

“The Names of Penn State Campuses are not sacred”

Sphere of influence beyond McKeesport

The name change would result in increased enrollment

The name would provide ownership to Penn State alumni

Fuel to the Fire: Stated Reasons vs. the Real Reason

Here in McKeesport, This Valley, This Valley of Ire

The Smelting Process and a Name in Flux

Branding Double Standard

An Understanding of the Issue

Forging a Compromise

Significance or lack thereof of “Greater” Allegheny

Putting out Fires: Continuing Issues

Possible campus misidentification

Current marketing concerns

West of the Alleghenies: Allegheny Wesleyan College

History and Position

Size and Tuition

Accreditation

Academics and Mission

Marketing and Student Recruitment

xi An Allegheny Plateau: Allegheny College and Brand Dominance





The Allegheny College Brand

Ownership of the “Allegheny” Brand

Are Allegheny College’s Search Engine Ranks Typical?

An Allegheny Web Site Analysis

Summary

CHAPTER TEN: RESULTS AND RECOMMENDATIONS – A CONCLUSION..... 654 Purpose of the Study

Population

Methods

Phase One: Initial Information Gathering

Phase Two: Quantitative Processes

Phase Three: Qualitative Methods

Naturalistic observation

Historical research

Interviews

Synthesis

Limitations

Research Questions and Results

Question 1: What factors precipitated the “college-to-university” change?.......... 666 Question 2: What was the administration’s justification for the university designation?

Question 3: What was the institution’s strategy for the rebranding process?........ 669 Question 4: What procedures did administration use to implement the change?.. 671 Question 5: What influence did regulatory bodies have upon the change?........... 673 Question 6: What were reactions of stakeholders to the change?

Student support

Board support

Administration support

Community support

Faculty support

Alumni support

Former employee reaction

The reaction of other institutions

Correlations

Question 7: How did senior administrators perceive the success of the change?.. 678 General observations

Enrollment

Question 8: Did the change produce any indicators of increased prestige?........... 682 Carnegie Classification

An increase in graduate programs

Undergraduate selectivity

Tuition increases

Perception of prestige

Perception of university culture

Correlations

xii Question 9: What suggestions did administrators provide upon revisiting the change

Question 10: What methods can institutions use to retain ownership of a brand?. 687 Conclusions

Implications

Recommendations

The Final Word

REFERENCES

H APPENDICES

APPENDIX A: CITI COURSE COMPLETION RECORD

APPENDIX B: MARSHALL UNIVERSITY IRB APPROVAL

APPENDIX C: U.S. HIGHER EDUCATION REBRANDING 1996-2005................. 862 APPENDIX D: REGIONAL ACCREDITING BODIES

APPENDIX E: WV COLLEGE-TO-UNIVERSITY ENROLLMENT TRENDS........ 867 APPENDIX F: ENROLLMENT WEST VIRGINIA SCHOOLS 1996-2000............... 869 APPENDIX G: ENROLLMENT WEST VIRGINIA SCHOOLS 2000-2005.............. 871 APPENDIX H: AVERAGE 4 YEAR RESIDENT TUITION RATES BY STATE..... 873

APPENDIX I: WEST VIRGINIA PUBLIC 2006 INSTITUTION GENERAL TUITION

RATES

APPENDIX J: COVER LETTER (APPALACHIAN SCHOOLS)

APPENDIX K: COVER LETTER (NON-APPALACHIAN SCHOOLS)

APPENDIX L: ANONYMOUS CONSENT FORM

APPENDIX M: SURVEY INSTRUMENT

APPENDIX N: INSTITUTIONS FOR PHASE TWO SURVEYS

APPENDIX O: PERMISSION TO MODIFY SURVEY INSTRUMENT

APPENDIX P: SURVEY WEB SITE GATEWAY

APPENDIX Q: SURVEY WEB SITE

APPENDIX R: PERMISSION TO REPRODUCE SURVEY WEB SITE

APPENDIX S: SURVEY RESULTS

APPENDIX T: INFORMED CONSENT INTERVIEW SUBJECTS

APPENDIX U: SAMPLE FIELD NOTES (TELEPHONE INTERVIEW) (ABRIDGED)

H WITH THEMATIC DESCRIPTORS

APPENDIX V: SAMPLE FIELD NOTES (LIVE INTERVIEW) WITH THEMATIC

DESCRIPTORS

APPENDIX W: SUBREGIONS OF APPALACHIA

APPENDIX Y: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 GRADUATE H PROGRAMS – 5 YEARS AFTER NAME CHANGE

APPENDIX Z: WV HIGHER EDUCATIONAL TRANSFORMATIONS.................. 953 West Virginia Governing Boards

West Virginia Public Institutions (Four-Year, Medical, and Divisional)

West Virginia Community and Technical Colleges

West Virginia Private Institutions

West Virginia Proprietary Institutions

APPENDIX AA: STATEWIDE UNIVERSITY DESIGNATION CHANGES........... 962

APPENDIX AB: THANK YOU LETTER FROM SENATOR ROBERT C. BYRD... 964

APPENDIX AC: SPSS OUTPUT – CORRELATION OF SURVEY RESPONSES... 966 xiii APPENDIX AD: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 ENTIRE POPULATION OF SCHOOLS

APPENDIX AE: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 H ENROLLMENTS FIVE YEARS PRIOR TO CHANGE

APPENDIX AF: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 H ENROLLMENTS FIVE YEARS AFTER CHANGE

APPENDIX AG: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 H INCREMENTAL ENROLLMENT FIVE YEARS PRIOR TO CHANGE

APPENDIX AH: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 INCREMENTAL ENROLLMENT CHANGES FIVE YEARS AFTER CHANGE...... 985 APPENDIX AI: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 MEAN OF H INCREMENTAL ENROLLMENTS

APPENDIX AJ: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 H ENROLLMENT PAIRED SAMPLES TEST

APPENDIX AK: RELIGIOUS AFFILIATIONS OF STUDY SCHOOLS.................. 996 H APPENDIX AL: CHI-SQUARE TEST FOR ENROLLMENT VARIABLES............. 999 H APPENDIX AM: VARIABLE CORRELATIONS FOR 103 SCHOOLS.................. 1004 H APPENDIX AN: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 CARNEGIE H CLASSIFICATION RATINGS

APPENDIX AO: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 CARNEGIE H CLASSIFICATION RATINGS PAIRED SAMPLED T-TEST

APPENDIX AP: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 POINT H VALUES OF GRADUATE PROGRAMS

APPENDIX AQ: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 DEGREE H PROGRAMS PAIRED SAMPLED T-TEST

APPENDIX AR: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 H ACCREDITING BODIES PAIRED SAMPLED T-TEST

APPENDIX AS: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 SELECTIVITY PAIRED SAMPLED T-TEST

APPENDIX AU: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 INCREMENTAL TUITION PAIRED SAMPLED T-TEST

APPENDIX AV: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 TUITION FIVE YEARS PRIOR TO CHANGE

APPENDIX AW: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 TUITION FIVE YEARS AFTER CHANGE

APPENDIX AX: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 H INCREMENTAL TUTION CHANGES FIVE YEARS PRIOR TO CHANGE.......... 1036 APPENDIX AY: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 H INCREMENTAL TUTION CHANGES FIVE YEARS AFTER CHANGE................ 1040 APPENDIX AZ: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 MEAN OF INCREMENTAL TUITION CHANGES

APPENDIX BA: COLLEGE-TO-UNIVERSITY CHANGES 1996 – 2001 INSTITUTIONS BY INDEPENDENT VARIABLES

CURRICULUM VITAE

–  –  –

Figure 2.7 Salem International University campus entrance Page 137 Figure 2.

8 West Virginia University Institute of Technology Page 145

–  –  –

Figure 2.14 West Virginia State University on WV 25 in Institute Page 166 Figure 2.

15 Shepherd’s two primary signs still have “college” Page 170

–  –  –

Figure 2.18 “Open for Business” sign: 1-81 at the VA / WV line Page 184 Figure 3.

1 Concord University’s name change announcement – 2004 Page 206

–  –  –

Figure 3.3 Vestiges of the West Virginia State College brand Page 217 Figure 3.

4 Original University of Charleston logo in blue and white Page 224

–  –  –

Figure 3.6 Salem International University’s Admin Building Page 234 Figure 3.

7 Senator Byrd and the author at CWV commencement,1995 Page 236

–  –  –

Figure 3.9 Detail of the entrance sign on MSU’s Robert C.

Byrd LRC Page 244 Figure 3.10 New unnamed health and technology facility at MSU Page 245 Figure 3.11 UC’s Robert C. Byrd Center for Pharmacy Education Page 251

–  –  –

Figure 5.1 Board Support for the “College-to-University” Change Page 310 Figure 5.

2 Administrative Support for the “College-to-University” Page 324 Figure 5.3 Community Support for the “College-to-University” Change Page 334

–  –  –

Figure 7.1 Carnegie Classifications comparison – change-year/5 years Page 469 Figure 7.

2 Selected institutional independent variable groupings Page 470 Figure 7.3 Institutional selectivity change-year and fifth-year compared Page 480 Figure 7.4 Institutional prestige as rated by administrators Page 485

–  –  –

Figure 9.11 Community College of Allegheny County, Boyce Campus Page 550 Figure 9.

12 Community College of Allegheny County – Allegheny Campus Page 551

–  –  –



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