336 Requestforproposal

Request for Proposal
Communications 336
Professor Kenneth Plowman
Britt Lam
Research
______________________________________________________________
Background
External Environment
Dixie State College of Utah is a four year college currently offering a variety of bachelor
programs located in St. George, Utah. It wants visitors to feel their friendliness and a sense of
community. However, it is understood outsiders get confused sometimes with the school name
Dixie because of the negative Southern connotation. The biggest concern with the negative
connotation of Dixie is the universitys name represents faculty who work not only on a local
level, but also a national level. To summarize, the word Dixie is a positive term to the local St.
George community, but it has become a greater liability with the increase in national interactions.
While the university wants to be recognized on a more national scale, it still wants to
preserve the tight-knit feel of the Dixie campus and community. Dixie has a regional appeal to
students from western states. Students come to Dixie State because they want a warm and sunny
place to go to college that is not extremely expensive. Alumni would like to see Dixie compete
on a national level, but in order for this to happen, DSC needs to marry the past traditions with
the future of the university.
A concern with changing the Dixie name is the entire region the school represents is
called Dixie, and changing the school's name would only alienate it from the community.
However, the community is supportive of the schools transition to a university because it will
stimulate further growth in the community. Both students and faculty also feel it would be a
positive thing for outsiders to see university on the diplomas of graduates. They feel the
college needs to improve its reputation and could do that positively through a name change. Also,
for quite some time, DSC has had the reputation of being a party school, but with the quality
education provided and the transition to a credible university, many students, faculty and staff
alike feel this is a great opportunity to move toward a more notable and credible educational
image.
Industry
There are eight four-year universities in Utah, as well as many colleges, technical schools
and satellite schools. For its size, Utah has a wide variety and a large number of universities.
This is in part because the state of Utah does fairly well economically, and majors are growing
where job opportunities in Utah are growing. One article on the college-bound website discussed
this saying, Popular coursework at the larger Utah universities include business, engineering,
and social and behavioral science. Also, since farming and mining are major staples in the states
economy, there are plenty of interesting curriculum options in the fields of earth science and
agriculture at Utah universities. From 2007 to 2011, enrollment has significantly grown at
public universities in Utah. One thing that limited larger growth was the number of available
spots and programs hindering student enrollment.
As Dixie is a popular regional school, it is important to look at the other competition in
the region. When comparing Dixie State College (DSC) to its closest rival, Southern Utah
University (SUU), DSCs location is classified as a small town, while SUU is labeled as remote.
However, SUU is an accredited university that offers associates, bachelors and masters programs,
where DSC only offers associates and bachelors degrees. DSC also has an open enrollment
policy, whereas SUU does not, with its 81% of students having high school gpas of 3.0 or
higher. In terms of extracurriculars, DSC is in division two of the National Collegiate Athletic
Association (NCAA), whereas SUU is division one. However, the two schools are comparable in
price, with DSC being only slightly higher for in-state residents than SUU.
Client
Faculty at Dixie have split opinions in regards to the name change. Some think Dixie
should stay included, whereas others think it should be taken out. However, most of those
publics, including DSC itself, agree that it should be changed from a college to university to
increase credibility. Many of the faculty are also alumni and have a strong tie to DSC and the
Dixie name. Students are also supportive of the college to university change. There are currently
10,000 students and 175 professors at DSC. Currently Dixie has a low retention rate of students
(57%). In the mission statement it even talks about helping students to transfer, Students will
develop the skills and knowledge needed for the next phases in their lives, whether productive
employment...further education at a transfer or graduate institution...
Product, Service or Issue

The biggest issue concerns what the new name for Dixie State College of Utah should be
when it becomes a university. There is a significant amount of controversy within the community
and student alumni about whether or not to keep Dixie in the name. In addition, some alumni,
faculty and students have expressed their frustrations with the recent mascot name change from
the Rebels to the Red Storm. They were upset over the way it was handled, as it was changed
with no fair warning to past graduates and other people in the schools community. Whether the
school decides to keep Dixie in the name or not, it shouldnt repeat the mistake of not
communicating with the public the way it did with the mascot change. Incorporating Dixie is a
viable option as it has a positive connotation in the west in terms of the Mormon pioneers.
Promotions
In 1861 Brigham Young called the Saints to settle what is now St. George, Utah. In May
of 1897 the Woodward School was built for the Saints children to be taught in. In 1908 three
men, David Hirschi, Samuel Isom and Edward Frei, were appointed to be on the Board of
Education and be over funding to build a college. The Salt Lake government gave 20,000 dollars
when the St. George Stake agreed to raise 35,000 dollars. The school began running in
September of 1911 while it was still under construction. It was first named St. George Stake
Academy and was nicknamed Dixie Academy by those who attended the school. The name then
stuck, and the school was renamed The Dixie, until 1916 when it was renamed Dixie Normal
College. In 1923 the name was once again changed to Dixie Junior College. And in 1970 it was
renamed Dixie College. Its last change was in 2000 when it was renamed Dixie State College of
Utah, as it officially became a four-year college.
Utah Valley State College (UVSC) went through a similar change when it became Utah
Valley University in July of 2008. Another example is Ricks College located in Rexburg, Idaho,
which became Brigham Young University Idaho in 2001. Both of these schools changed names
when they achieved university status. The common trend seems to show that community colleges
usually change names as it achieved university status.
Competition
The only competition to really worry about is protests from alumni, faculty and donors
who oppose removing Dixie from the name. The key is to find a name and communicate that
effectively to appease everyone. We are competing with those against change. As DSC makes
the transition from a college to a university, Southern Utah University could also pose a threat as
it is only 45 minutes away and has been a credible university for some time now.
Resources
The state provides 85 percent of the funding to DSC, and donors provide the other 15
percent. The community also represents a resource, as their monetary support has been crucial in
the past. Students may also be seen as a resource as they pay tuition.
SWOT
Strengths:
Donors, students and alumni feel
Dixie in the name of this university
keeps the tight-knit community
relationship
Strong school spirit in the community
Traditions like painting D on the
mountain will still apply for the
student and St. George community by
keeping Dixie in the name
Communal understanding that change
to a university is positive
The school aids the economy
Weaknesses:
Lack of support around mascot change
from the Rebels to Red Storm
Negative connotations of the word
Dixie with countrys history in the
south
Does not have the best reputation
amongst other colleges and
universities in terms of educational
opportunities and standards
Considered as last resort school by
Utahans, Latter-day Saints and
Westerners
People in and out of region do not see
DSC as a credible college
Faculty have limited opportunity to
explain how Dixie differs from the

negative connotation immediately
associated with it
Opportunities:
More funding as a university rather
than a state college funded by the
government
Higher academic standards
More money coming in would allow
them to excel and be more credible
Higher academic standards would
allow faculty to do more credible
research
More degrees for students
As a university they could hopefully
get more funding for bigger buildings
and dorms
Changing to a university could attract
stronger and more expert faculty
members
Could involve students and
community with the name change and
choosing a new mascot
Threats:
By altering the name of the college as
it transitions to a university, we could
lose key donors that make up 15
percent of the funding for the college
currently
Southern Utah University is only 45
minutes away from Dixie
Taking Dixie out of the university
name would be detrimental to the
culture of the St. George community
It will take $9 million to upgrade to a
university & a few years
The feeling of Dixie spirit is
diminishing as the community grows
Public Profiles
St. George ResidentsThis public will be critical in terms of deciding whether or not the name of Dixie State College
should be changed as it moves from a college to a university.
Demographics
In a recent census, the current population of St. George was put at over 74,000 people. The
members of this public range from college students, young and old families and retirees who
have moved to this area for the more mild winters. It covers both males and females of all ages,
and the racial makeup ranges from the majority being White, with few African-Americans,
Native Americans, Asians, Hispanics, Pacific Islander and a variety of other races. According to
the census, 63.6 percent of the population were married couples living together, 34.2 percent had
children under the age of 18 living with them, 8.6 percent were females with no husband and
24.9 percent were non-families.
Psychographics
The nickname Dixie was given to the St. George area because the Mormon pioneers grew
cotton in the warm climate. As the pioneers eventually settled in other parts of Utah, it is no
surprise that St. George holds many residents that are members of the Church of Jesus Christ of
Latter-day Saints. With Dixie State College of Utah being in this city, these residents are not
only loyal and supportive of that school, but they are also loyal and devoted to their religions, as
there is a strong community of LDS living and raising families there.
Motivating Self-interests
Their motivating self interests are the traditions of their community, keeping the local economy
moving and having a safe and attractive community so people will move there.
Status of current relationship with Dixie State College
With its convenient location, many St.George residents attend Dixie State College after high
school. It has been known to have a higher acceptance rate than other predominantly LDS
colleges, so many young people attend Dixie with the hopes to one day transfer to other schools
like the University of Utah, BYU or BYU Idaho. Like any other college town, the residents of
that city have pride in their school. Schools like Dixie bring people together within the
community in terms of academics, sports and the arts.
Third Party Influentials
Influencers of these residents could be their families, friends, religious leaders, neighbors, and
community leaders, people from other parts of Utah, LDS members and other people within the
St.George community.
Current and Future Dixie State College Students Demographics

Women make up 53 percent of the students, and men make up 47 percent. The overwhelming
majority of students are Caucasian. The freshman retention rate is 58.5 percent, and the
graduation rate is 30 percent. DSC has 5,598 students, with 3,149 full-time and 2,449 part-time
students. This public is often from St. George and the surrounding towns, such as Hurricane and
Kanab, but also parts of northern Nevada, Arizona and New Mexico as well as stretching north
to mid-Utah.
Psychographics
No sorority or fraternity participation. The perception of the students is that they come to DSC
because they were not accepted to prestigious universities, they live locally and it is convenient,
they want to transfer, or that they want to party and do not take school seriously.
They want to be successful in the long run so they will either want to use DSC as a stepping
stone or they will want it to enable them to get a job or acceptance for a higher degree, some
students came for the climate and laid back lifestyle, others came because of friends, some
come because they are recruited for sports or are interested in one of the top programs, some
come because of the Mormon environment.
Positive and in transition. They might view Dixie State as the medium to help them achieve their
goals, they probably came to the school for specific reasons and want those reasons to stay to be
maintained. So if they came for small class sizes they probably dont want that changed with the
new university status.

Friends have a lot of influence, so do parents, especially if parents are alumni, and community
members.
Dixie State College Faculty Demographics

Between the age 30-72, majority are Caucasian, 385 full-time faculty, 51 tenured faculty, 182
research and public service staff; make up seven percent of entire college population. Faculty
population comes from St. George, Washington and Santa Clara. Most faculty have a religious
affiliation of some kind. They make between $61-90 thousand dollars per year.
Psychographics
Older faculty members are more attached to the name Dixie, newer faculty members are not.
Some faculty members were rejected to teach at other schools and joined DSCs faculty for that
reason, but have stayed because they enjoy that laid-back community atmosphere, as well as the
location are of St. George. Most faculty members like the small, intimate size of Dixie but are
anxious for it to have University status because it will increase their research opportunities.
Older faculty are worried about the negative effect a name change will have on the community
since the area surrounding the college is also known as Dixie, where many traditions started,
but now are dying as the community population increases.
Faculty want to work at a reputable school, but appreciate the smaller atmosphere. They want to
maintain the welcoming atmosphere of the community and college, provide quality education for
their students and be successful in their careers, which may include advancement or publishing).
Faculty also desire the continued success of Dixie State College, whatever the name change.
Faculty members have a presently positive relationship with DSC. They desire the success of the
school throughout the name-change process. Older faculty members are more attached to Dixie
because of the communal and historical meaning it has to them but faculty members of seven
years or fewer are generally not as sentimentally attached to the current name.
Administrators, school President, Respective Deans
Dixie State College Alumni Demographics

The majority of this public came from the surrounding towns. Now they could be dispersed
along the country. Graduates include those who are roughly 20 years old and older.This includes
donors around the country.
Psychographics
They have a very strong tie to Dixie both as the school and as the name. They want to keep the
Dixie in the name because it would maintain the tight-knit community surrounding DSC.
The Alumni recognizes how much DSC contributes to the economic environment surrounding
the school so any change would influence the community. They believe getting rid of Dixie in
the name would result in donor decrease, but adding university to the name could increase
donations from other entities. As for as keeping State in the name some alumni believe it would
make the university sound more credible and the state is unnecessary in the name. However, they
are less concerned about the word state than they are about keeping Dixie.
The alumni who have school pride want their positive experiences to be shared by current
students. They want the school to have a positive reputation and want current students to stay
and improve the community economy. It is in the best interest of the Alumni to be linked to a
university instead of a college. The alumni donors want to be involved in the change because
their money helps to fund the school.
Their status is rocky with DSC. Many alumni do not feel the school is listening to their ideas and
concerns. They were not consulted about the mascot change and they do not want the same thing
to occur with the name change.
Community members, students, faculty, and those who have also attended Dixie.
DonorsThis public provides 15 percent of Dixie States income. They are fierce supporters of the Dixie
name. If Dixie is not in the name, many will pull donations.
Demographics
Dixie State College alumni. Over the age of 30 years old. Predominantly Caucasian. Most of
them live in the Dixie area. Strong ties to Dixie.
Psychographics
Like the small, tight knit community. Great pride for the Dixie Spirit. Have a great pride for the
school. Good portion are likely members of The Church of Jesus Christ of Latter-day Saints.
Motivating Self-Interests
Seeing Dixie State College coming a University. Creating more school pride. Bring alumni back
to St. George. See more students attend the school. Have more students graduate from DSC.
Emphasizing Dixie as a regional school in the west. Keep the school with small classes.
Precarious, as some have threatened to withdraw donations based on the choice of name for the
university. However, they believe in the school and value its importance within the community.
They are actively involved in voicing their opinions about what direction the university grows.
Faculty, local city leaders, fellow alumni, School Administrators
Situation Analysis
Currently, the name Dixie in Dixie State College of Utah (DSC) has both positive and
negative connotations. The perception is that the name serves as both a communal and national
recognizer, which is positively viewed in the community, but negatively viewed in Southeastern
states of the country. DSC community members, donors, students and alumni fear taking Dixie
from the name will destroy the feeling of comradery that it is so embedded in the community.
Also, faculty members fear leaving Dixie in the name will continue to hinder their
opportunities to publish research, as a credible professor, in Eastern states because they have
limited opportunity to explain how Dixie differs from the negative connotation immediately
associated with it. Since DSC increasingly has the reputation of being a last resort school, the
community is decreasingly tight-knit and supportive of school and communal Dixie events,
especially following the change in mascot, which was done without communal consent. However,
DSC aids the economy by providing jobs and income to many in the area and the community
does understand that a change from college to university is a positive thing as it will
positively affect their credibility as an educational institution.
Some members of the community feel a name change would alienate the college from the
community since Dixie represents the entire geographical region of the school and not just the
school itself. Also, Southern Utah University is only 45 minutes from DSC campus, which could
attract an increasing number of potential DSC recruits Utah residents if the Dixie region becomes
more and more attractive to students. Because members of the community have so much pride in
the college and the Dixie community, a name change could potentially incite unfavorable
feelings from many people, much like the mascot change did, stunting the growth and reputation
of the region and school. Further, it will take nearly $9 million to upgrade to a university. Taking
Dixie out of the colleges name could potentially turn away long-time donors who are
personally and financially invested in the school and make up 15 percent of school funding. But
some faculty, school administrators and current donors mentioned that regardless of the name,
the transition to a university would likely help influence donation from other entities. Overall,
most respondents understand the positive significance changing the school's name and academic
standing will have on its national reputation, academic standards and opportunities for faculty
and students to excel.
Core Problem/Opportunity
If Dixie State College of Utah does not effectively make the transition from a college to a
university institution, especially throughout its name-change process, then the credibility of the
institution will continue to diminish, threatening its future success and longevity.
Action Planning
________________________________________________________
Goal
The goal is to help Dixie State College of Utah make the transition to a more credible institution
as a university as well as garner support from key publics for the new name West Dixie
University through effective communication.
Objectives
1 To increase support for the name West Dixie University by 50 percent by May 1, 2013,
before the official change on September 1, 2013.
2 To increase the understanding within our publics by 50 percent that Dixie is in
reference to the Mormon pioneers and not in reference to the southern states, by
September 1, 2013.
3 To increase the percentage of donations from 15 percent to 30 percent by April 30, 2014.
4 To increase the percentage of people who support keeping Dixie in the schools name
from 50 percent to 90 percent by September 1, 2013.
5 To decrease the percentage of high school seniors in the Dixie land-region who feel
Dixie State College is a last-resort college from 60 percent to 45 percent by May 30,
2014.
Key Public: St. George Residents

_________________________________________________________________
Public Profile
Demographics: College students, young and old families, retirees. 63.6 percent married
couples.
Psychographics: Loyal and devoted to their religions, family oriented, school and
community pride.
Self-interests: Community tradition, the local economy, a safe and attractive community
Current Relationship: mutually beneficial relationship- many local high school students
go to DSC, the students grow the local economy, residents benefit from educational and
cultural events the school provides.
Influentials: Neighbors, community leaders, families, friends, religious leaders, people
from other parts of Utah, LDS members.
Objectives they will help us accomplish: Their action will aid us in achieving all five of
our objectives.
Messages
Primary Message: Changing from a college to a university will not only give the institution a
better reputation, but it will also improve the reputation of your community.
Secondary Messages:
Thirty percent of Washington County residents have at least an associate degree,
compared to 39 percent statewide.
"The regents and our peer institutions and the community all recognize that with the
growth of the population (of southern Utah), we need more trained people," Dixie State
president Stephen Nadauld said in an interview. "This is just a normal kind of evolution."
A large software company recently decided not to move to St. George because there were
not enough residents with bachelor's degrees and not enough students in the educational
pipeline.
Dixie is withheld in the name and University has replaced College to create a higher
degree of credibility in the schools name brand.
DSC administrators are in the process of providing students with six more degrees. The
list of degrees are: art, social science composite, history, community recreation
administration, Spanish and online marketing. With these degrees DSC will only lack one
degree needed to reach university status.
Though the big city feel does not fit the St. George or Dixie community, transitioning
to a University will help broaden the student recruitment, as well as increase the level of
expertise in your fields teaching.
Student population may grow, but it is up to you to keep the tight-knit feeling of
community in your classrooms.
Primary Message: The new name Dixie State University still upholds the Dixie community
history and reputation of being a warm and inviting place to get an education.
Secondary Messages:
"I think we are becoming over-concerned about political correctness and ruining our
heritage. I don't think we have to give up one for the other," said Margaret Leigh, a St.
George resident.
We have a lot of history, said Linda Johnston. A lot of respect and honoring everyone
that came from the south and our ancestors that came, saying that this is a good place to
plant cotton in our area.
Faculty, staff, alumni, student and donor focus groups interviewed in November 2012,
suggested a name be chosen that highlights Dixie in order to maintain its community
and school traditions.
In the November focus groups, faculty and students stated they will benefit from the
credibility of being attached to a university name; one faculty presented academic
research that noted University activities, particularly knowledge-based activities such as
teaching and basic research, have been found to have substantial positive effects on a
variety of measures of regional economic progress.
WDU is not the last-resort college in Utah. It is a place where tradition and spirit
combine to create healthy and reciprocal teaching and learning environment.
The best part about attending West Dixie University are the kind people and the homelike atmosphere. A name-change does not change the atmosphere of the institution..
Attending athletic events is a good way to connect with your students and feel the Dixie
spirit.
One staff member explained the Dixie community as compassionate: Everyone in this
community goes above and beyond to help others and they are closely knit throughout
campus. The people make the place inviting and a sort of haven.
Primary Message: Your support in making the transition in Dixies name and mascot will be
invaluable to the future success of this institution.
Secondary Messages:
Administration understand the change in mascot and athletic identity from Dixie Rebels
to Red Storm happened without community and faculty approval and without explanation.
They do not want this to happen again, so they want your input and support.
The best parts about living in the West Dixie University community are the kind people
and the home-like atmosphere. A name-change does not change the atmosphere of the
institution.
spirit.
The mascot of a university brings people together to feel that schools spirit and unifies
people in that community.
The future of the Dixie community is bright and has great potential.
Strategies and Tactics

Strategy: To motivate St. George residents to embrace the Dixie title through school and
community events.
Tactics:
Give free Dixie state pride shirts out at a basketball game.
Have fun halftime traditions (like a give away from the bookstore or another campus
organization).
Hold a Why Dixie? event on campus explaining why pioneers settled the surrounding
land-region under this name. This will be done through the student service society on
campus.
Painting the D on the mountainside.
Letters from St. George Historical Museum to attend Dixie History parade through St.
George on July 24th (Pioneer Day).
Strategy: To motivate St. George residents to support the school and keeping Dixie in the title
through mass media outlets.
Tactics:
Televise sporting events.
Get on air radio spots to promote DSC and all of the new things it has to offer the
community.
Have commercials to promote the school and the change to a full fledge university.
TV time to explain the importance of the Dixie name to the community.
Make a video with the football team inviting the community to attend.
Monthly E-Newsletter about school events.
Strategy: To motivate St. George residents to support DSC and keeping Dixie in the title
through social media outlets.
Tactics:
Offer families and couples deals for attending DSC events on Facebook.
Offer families and couples deals for attending DSC events on Twitter.
Give St. George residents updates and keep them informed on upcoming events and
promotions on Facebook.
Give St. George residents updates and keep them informed on upcoming events and
promotions on Twitter.
Have students promote the school becoming a university on Youtube.
Have students define the Dixie name in video spots on Youtube.
Key Public: Current and Future Dixie State College Students

________________________________________________________
Public Profile
Demographics: 53 percent women and 47 percent men from St. George and surrounding
towns and western states
Psychographics: No sorority or fraternity participation, some think it is a last-resort
school
Self-interests: Successful futures, laid back lifestyle, and credible education
Current relationship: Presently positive, could be changed if name-change goes poorly
Third Party Influentials: Friends, parents, and community members
Objectives they will help us accomplish: Their action will help us achieve objectives
one, two and five
Messages
Primary Message: Dixie State has changed from a college to a University. There are currently
many prestigious majors, which lead to a job in the field of choice or can pave the way for grad
school.
Secondary Messages:
The college plans to add four-year degrees in stages: ophthalmology technician, criminal
justice, history and visual art this year; and Spanish, chemistry, geology, environmental
science and social sciences in 2012. The regents will consider two new bachelor's degrees,
mathematics and mathematics education, which would bring the college's total to 18.
The first graduate programs could be in education, health sciences, communication and
business.
list of degrees are art, social science composite, history, community recreation
administration, Spanish and online marketing. With these degrees, DSC will only lack
one degree needed to reach university status.
credibility of being attached to a university name. One faculty presented academic
Secondary Messages:
Administration understands the change in mascot and athletic identity from Dixie Rebels
The best parts about attending West Dixie University are the people and the comfortable
atmosphere. A name-change does not change the atmosphere of the institution.
spirit.
The mascot of a university brings people together to feel school spirit and helps unify
people of the community.
One staff member explained the Dixie community as the following: Everyone in this

Strategy: To motivate DSC students to embrace the Dixie title through school and community
events.
Tactics:
Give free Dixie state pride shirts out at a basketball game or other sporting event.
Have fun halftime traditions (like a give away from the bookstore or another campus
organization).
Hold a Why Dixie? event on campus explaining why pioneers settled the surrounding
land-region under this name. This will be done through the student service society on
campus.
Painting the D on the mountainside.
Execute Dixie History parade through St. George on July 24th (Pioneer Day).
Monthly E-Newsletter to inform students about school events.

Strategy: To motivate DSC students to embrace the Dixie title and support their school
through social media outlets.
Tactics:
Offer students and couples deals, for DSC, events on Facebook.
Offer students and couples deals, for DSC events, on Twitter.
Give DSC students updates and keep them informed on upcoming events and promotions
on Facebook.
Give DSC students updates and keep them informed on upcoming events and promotions
on Twitter.
Have students promote the school becoming a university on Youtube and reposted on
other social media sites.
Have students explain what the word Dixie means to them and their community
through videos on Youtube.
Key Public: Dixie State College Faculty

________________________________________________________
Public Profile
Demographics: Between age 30-72, majority Caucasian, $61-90 thousand dollars per
year.
Psychographics: Most faculty members like the small, intimate size of Dixie but are
anxious for it to have University status because it will increase their research
opportunities.
Self-interests: Want a reputable school, maintain comfortable atmosphere, and increase
research
Current relationship: Faculty members currently have a positive relationship with DSC.
Influentials: Administrators, school president, respective deans
Objectives they will help us accomplish: Their action will aid us in achieving
objectives one, two, three and four.
Messages
Primary Message: Transitioning from College to University will give you more opportunities to
excel nationwide in research and reputation.
Secondary Messages:
Dixie will remain in schools title; University has replaced College to create a higher
list of degrees are: art, social science composite, history, community recreation
administration, Spanish and online marketing. With these degrees DSC will only lack one
degree needed to reach university status.
Though the big city feel does not fit the St. George or Dixie community, transitioning
to a University will help broaden the student recruitment, as well as increase the level of
expertise in fields teaching.
Student population may grow, but it is up to you to keep the tight-knit feeling of
community in your classrooms.
Express your thoughts on the faculty website, under the Dixie Discussion tab, about
how you can continue Dixie traditions in your classrooms.
Primary Message: The new name West Dixie University still upholds the Dixie community
history and reputation of being a warm and inviting place to get an education.
Secondary Messages:
More specific to the West coast as to not be confused with any southern states.
Faculty, staff, alumni, student and donor focus groups interviewed in November 2012,
suggested a name be chosen that highlights Dixie in order to maintain its community
and school traditions.
WDU is not the last-resort college in Utah. It is a place where tradition and spirit
combine to create healthy and reciprocal teaching and learning environment.
The best parts about working at West Dixie University are the kind people and the homelike atmosphere. A name-change does not change the atmosphere of the institution.
spirit!
Secondary Messages:
Administration understands the change in mascot and athletic identity from Dixie Rebels
The best parts about working at West Dixie University are the kind people and the homelike atmosphere. A name-change does not change the atmosphere of the institution.
spirit!

Strategy: To motivate faculty to be involved in increasing the Universitys national reputation
through workplace media.
Tactics:
Send emails from respective Deans with statistical information showing the increased
publication rates of professors at Universities compared to those at Colleges, and
encourage faculty to look for opportunities for publication at large national venues.
Create new faculty website.
Use faculty website for bi-monthly posts about effective publishing outlets.
Plan to attend two National Education Association conferences in first year. Survey
faculty on desired conference locations and dates. School President, Communications
representative will attend, and provide stipends for professors who wish to attend. This
will be an opportunity for faculty to make themselves known among other higher
education faculty.
Post features stories on faculty website about faculty members successes in national
spotlight.
Letter to communications department encouraging faculty to pitch stories to news media
outlets about campus activities, events and awards.
Strategy: To motivate newer faculty to embrace the Dixie title through school and community
events.
Tactics:
Letters from St. George Historical Museum to attend Dixie History parade through St.
George on July 24th (Pioneer Day).
Special forum about the Dixie community and exhibit at the St. George Historical
Museum on Pioneer Day.
Email professors to offer extra credit to their students during a D-Week at Dixie State
University if students attend a St. George city event held during the week.
Why Dixie? event on campus explaining why pioneers settled the surrounding landregion under this name. This will be done through the student service society on campus.
Invitations to paint the D on the mountainside with students.
Encourage faculty to write at least three letters of appreciation to donors and alumni
during Homecoming week.
Strategy: To motivate faculty to embrace West Dixie University, as well as give
administration input on a new mascot, through workplace communication.
Tactics:
Create new faculty website.
Use faculty website to announce and post pictures of annual award to faculty member
exhibiting Dixie spirit.
Place feedback survey in mailbox about how much they support the new name.
Survey about mascot names and characters.
WDU magnets for classroom whiteboards in mailbox.
Apology from President for changing previous mascot without faculty consent.
Create WDU faculty Facebook.
Facebook posts about mascot name and characters, showing tally marks of most popular.
Thank you letters for participating in focus groups.
Thank you letters for responding to surveys.
Monthly faculty newsletter article on benefits of new name.
Key Public: Dixie State College Alumni

________________________________________________________
Public Profile
Demographics: Majority from surrounding towns, graduates roughly 20 years old and
older, includes donors around the country.
Psychographics: Dixie maintains the tight-knit community they are loyal to. Loyal and
devoted to their religions, family oriented, school and community pride.
Self-interests: Linked to more prestigious school, opinion in name change, share positive
experiences
Current Relationship: Not a very stable relationship, they feel the school does not care
about their opinions.
Influentials: Community members, students faculty who have also attended Dixie
Objectives they will help us accomplish: Their action will aid objectives 1-4.
Messages
Secondary Messages:
The Dixie Alumnis purpose statement does not need to change. The current statement:
"Dixie State College Alumni exists to preserve and promote the Dixie Spirit throughout
the community and the world."
Alumni mission statement: Dixie State College (DSC) Alumni Association strives to
promote the welfare, progress and development of Dixie State College. It's purpose is to
support the students, the faculty, and the administration of Dixie State College in all of
their beneficial and progressive activities and to give aid and to do all things necessary to
involve the Dixie State College alumni by keeping them informed and maintaining a
helpful and well organized association.
You have already had the Dixie experience, and will be able to contribute to mascot ideas
you find applicable to your experience at Dixie.
Primary Message: Donations from you are crucial in helping run this up and coming university,
and allows future generations, including your posterity, to attend a more prestigious school once
it is WDU.
Secondary Messages:
Some former alumni donors have stopped donating to Dixie when the mascot was
changed to the Dixie Red Storms, we want to regain alumni trust and loyalty throughout
the schools name change.
Currently 15 percent of funding comes from donations.
Whether you wish to support the college in general; student scholarships in a specific
discipline; programs such as cultural arts to DSC athletics, technology, the library or
other opportunities, you can direct your gift for any purpose at Dixie State. And, gifts at
any level are important and welcome.
The Alumni Association offers a number of scholarships to help students achieve their
educational goals.
Primary Message: The name change will allow your college to compete in national level and a
more prestigious field allowing a more accredited institution, thus increasing your school pride
and confidence.
Secondary Messages:
Dixie is withheld in the name and university has replaced college to create a higher
Quote from President Stephen Nauldad about the reason for the change:
At this point, it is useful to note that the term college typically is applicable in three
different settings. The first instance in which the term is most often used is to describe a
community college. Community colleges are two-year institutions with associate degrees, and
are found throughout the United States. Dixie State once fit nicely into this category. The second
use of the term is as a subdivision of the university such as the College of Nursing at Ohio
State University. In the third instance, the term college is used to refer to a small, liberal arts
institution, with enrollment of 2,000-3,000 students and a limited academic offering.
Three years ago, it became obvious that Dixie State would no longer fit in any of those
categories, and would be much better described as a teaching university.
As alumni, you can claim graduating from a university versus a college once the name
change is in place. This will allow you to look more credible.

Strategy: To motivate alumni to donate more through the use of mass media.
Tactics:
Sending out personalized thank you letters written by students and faculty in regards to
the alumni current donation, this could increase donations for the next year.
Monthly e-newsletter updating the alumni on what their money has specifically helped
with such as research that may have won awards, new facilities being built, etc.
Update the alumni page on the University website and inform them of opportunities to
donate and help fund the universitys growing programs
Strategy: To motivate alumni to embrace West Dixie University, as well as give
administration input on a new mascot through events and contests.
Tactics:
Send Mascot write-in cards to enter into contest
Survey for desirability of mascot change
Hold a competition, the person with the winning mascot idea will receive a prize such as
season passes to a sporting event, the top three will be voted on. First place would receive
sports pass worth $150, second will receive a pass worth $100 and third would receive a
pass worth $50. This would also increase the pride in the sports that once existed in the
early days and this would encourage involvement
Invitations to paint the D on the mountainside with students and faculty
Strategy: Keep alumni informed and participating in the school events, the transition from
college to university and the change of the mascot, through social media.
Tactics:
Update twitter and Facebook accounts about contests and events going on at Dixie.
Facebook posts about mascot name and characters, showing tally marks of most popular.
A competition on Facebook and Youtube for alumni with keeping the Dixie spirit alive,
posting pictures, updates and videos. There would be three winners, first place will
receive a $50 gift card to bookstore, second will receive $25 gift card and third will
receive $10 gift card
Create an Instagram account so alumni can see sporting events on a regular basis.
Instagram for school construction of facilities.
Key Public: Donors

________________________________________________________
Public Profile
Demographics: Dixie State College alumni, over 30 years old, predominantly Caucasian,
provide 15 percent of DSCs income
Psychographics: Like the small, tight knit community, have great pride in the Dixie
Spirit
Self-Interests: Continued success of school, bring more alumni to St. George, keep tightknit and Dixie spirit
Current Relationship: Precarious, based on name change
Influentials: Faculty, local city leaders, fellow alumni, School Administrators
Objectives they will help us accomplish: One and three
Messages
Primary Message: Transitioning to a university with the name West Dixie University will
keep Dixie essential to the culture of the area and further separate it from the negative
connotation of being the Dixie of the Western U.S.
Secondary Messages
Becoming a university will give the school more credibility, thereby increasing school
pride.
The school will be able to hire more faculty and thus still keep class size down when it
becomes a University.
The more support West Dixie University receives, the easier it will be to get students to
attend.
If the University has more funds it will be able to attract more prospective students in the
area.
The culture of the area will remain strong.
The new name will separate the university from the negative connotation it now holds.
Primary Message: Showing support for the new name of West Dixie University will help to
facilitate more donors.
Secondary Messages
Current donors showing support will attract future donors.
Donors showing they support the name change will ease the transition of the name
change.
Donating to the school will help make the transition to a university easier.
The culture of the area will remain strong with this new name.
Your help in continuing the success and education of Dixie students will foster more
opportunity for the school in the future.
The new name will separate the university from the negative connotation it now holds.

Strategy: Encourage current donors of Dixie State College to continue to donate to the new
West Dixie University to facilitate its upgrading to a University through interpersonal
communication.
Tactics:
Send out personal letters to donors requesting their input on the name change.
Invite all donors in the area to a dinner to discuss the transition to a university.
Personal thank you letters to every donor for their continued support of Dixie State
College.
Monthly e-newsletter specifically for alumni and donors.
Quarterly mailed newsletter specifically for alumni and donors.
Send out donor referral cards every two months.
Big Idea
________________________________________________________
Make the change to West Dixie University.
Dixie State College has a history of transformation. From its beginnings as St. George Stake
Academy, it has since then expanded to: Dixie Normal College, Dixie Junior College, Dixie
College, and is presently known as Dixie State College of Utah. Each reorganization has
propelled the school forward, and it is this next change to a university that will increase the
credibility and future success of this institution. Lets make the change to West Dixie University.
Account Manager Bio

________________________________________________________
BRITT LAM
PR Account Manager
Having gone on two semester long study abroad programs through BYU, and traveling to over
20 countries in her lifetime, Britts extensive background in communications and international
marketing has provided her with a solid foundation to meet the challenging opportunities of any
case. During her time at BYU, where she gained her degree in Public Relations, she got involved
through working for the Bradley Public Relations Agency and as a reporter for the campus
newspaper.
Britt was able to gain further experience through her work on various campaigns for companies
and organizations like The Green PolkaDot Box, American Mothers Inc., the Lehi Area Chamber
of Commerce and Maakoa. With her studies abroad as well as her on-campus activities and PR
internships, these experiences have increased Britts understanding of working with the media
and being able to effectively communicate with different publics, especially those of different
ethnic backgrounds.
When she first started working at the Bradley PR Agency, her enthusiasm and work ethic
compensated for her inexperience. Since then Britt has learned the values of working in a team,
dedicating time and energy to the client, developing interpersonal communication skills and
expanding her writing abilities, key components of the DAPR Agency. She has drafted press
releases, pitched to the media, created campaign collaterals, initiated a social media following,
conducted strategic research and correlated a teams vision with the clients to develop a
successful campaign.
Britt also dabbles in music and is a fantasy book nerd. She loves her sunny home in California
and clearly loves to travel the globe and indulge in new and exotic cultures. With her diverse
background and experience on multiple accounts, she is a key member of our team.
Britts previous case studies:

Txting&DrivngIt can Wait-AT&T
Lehi Area Chamber of Commerce
American Mothers Inc.
Audio Files
McDonalds Twitter
The Shops at the Riverwoods
Disneyland Hong Kong-Shark Fin Soup
The Heart Truth
The Green PolkaDot Box
Works Cited
________________________________________________________
http://colleges.usnews.rankingsandreviews.com/best-colleges/dixie-state-3671
www.dixie.edu/alumni/alumniandfriends/alumni_association.php
http://www.dixie.edu/aboutdixie/ http://www.dixie.edu/aboutdixie/mission_statement.php
Personal contact with Dixie State College of Utah administration
http://collegestats.org/college/dixie-state-college-of-utah
http://www.deseretnews.com/article/705364839/Dixie-State-College-on-track-to-become-auniversity.html?pg=all
http://dixie.edu/
http://en.wikipedia.org/wiki/Dixie_State_College_of_Utah
http://www.ksl.com/?nid=148&sid=22617052
http://www.utah.com/colleges/dixie.htm

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explain how Dixie differs from the

Current and Future Dixie State College Students Demographics

Third Party Influentials

Dixie State College Faculty Demographics

Dixie State College Alumni Demographics

Key Public: St. George Residents

Strategies and Tactics

Key Public: Current and Future Dixie State College Students

Strategies and Tactics

Monthly E-Newsletter to inform students about school events.

Key Public: Dixie State College Faculty

Strategies and Tactics

Key Public: Dixie State College Alumni

Strategies and Tactics

Key Public: Donors

Strategies and Tactics

Account Manager Bio

Britts previous case studies:

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