University Branding Project
Explore the use of CU Colorado Springs rather than UCCSFeedback Form
As the project to explore the use of CU Colorado Springs rather than UCCS moves into the consultation phase, you are invited to provide feedback. After reviewing the research, background, presentation and report that are available below, please share your thoughts with us.
Background
In March 2025, UCCS completed an 18-month inaugural strategic enrollment planning process to guide the campus into a vibrant future. The Strategic Enrollment Plan was approved with five overarching themes that became the strategic imperatives. Part of Strategic Imperative 4: Improve Affordability & Competitive Advantage directs the campus to improve institutional branding, identity, and marketing. Under the action plan for marketing, there are six action items. Number five directs the campus to look into the University’s brand:
5. Create Cohesive University Branding:
Action: Develop and execute intentional and cohesive branding initiatives for UCCS.
- Sub-action: Manage the university’s messaging by:
- Creating unified marketing strategies that highlight UCCS’s unique strengths and institutional values.
- Collaborating with internal stakeholders to leverage campus-wide resources and expertise.
- Explore the use of CU Colorado Springs rather than UCCS.
- Creating unified marketing strategies that highlight UCCS’s unique strengths and institutional values.
Justification: A strong, cohesive brand will improve UCCS’s overall visibility and differentiation from local competitors.
Research
In May 2025, UCCS engaged Greenhouse Partners to conduct a state-wide community perception study to explore a possible name change to CU Colorado Springs.
Research Methodology: Comprehensive Mixed-Methods Approach
Research Methodology
Comprehensive Mixed-Methods Approach
Quantitative Survey:
- 2,380 initial respondents, screened to 518 qualified Colorado residents
- Students (52.3%) and Parents (47.7%) interested in college education
- Geographic representation: El Paso County (38.9%), Front Range (32.4%), Other Colorado (28.7%)
- Experimental design with random assignment to name versions
Qualitative Stakeholder Interviews:
- In-depth interviews with students, faculty, staff, alumni, and community partners
- Focus on understanding motivations, cultural factors, and implementation considerations
- Measures impact of name alone on perceptions and consideration
Research Results
Experimental Evidence Shows Immediate, Measurable Impact
When randomly shown "CU Colorado Springs" vs. "UCCS" descriptions:
- Prestige: +25% improvement (7.34 vs. 5.89)
- Academic Quality: +16% improvement (7.89 vs. 6.78)
- CU System Connection: +15% improvement (4.23 vs. 3.67)
- Appeal to Denver Metro: +16% improvement (3.72 vs. 3.21)
- Appeal to Other Colorado Regions: +25% improvement (3.89 vs. 3.12)
- Employer Recognition: +17% improvement (3.91 vs. 3.34)
- Likelihood to Consider: +13% improvement (3.78 vs. 3.34)
