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Result of renaming Massachusettts state "colleges" to state "universities" is more spending on marketing instead of education
WORCESTER — When supporters of changing the names of the former Worcester State College and the five other former state colleges to state universities advocated for the identity makeover, they argued that the expense would be nominal.
But it turned out there were significant costs, not only for the name change, but also, at Worcester State University, for a recent “rebranding” effort that included a logo redesign and new marketing campaign that involved dumping the school's local advertising agency and hiring a Boston agency at twice the cost.
Starting in 2010, a few months after state lawmakers approved the new name, Worcester State spent $263,610 in capital funds to switch over nearly every sign and other insignia on its campus, from dozens of small traffic signs on campus roads to the large, internally illuminated signs in front of the school, according to purchasing records.
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For Worcester State, name change costly - Worcester Telegram & Gazette - telegram.com

WORCESTER — When supporters of changing the names of the former Worcester State College and the five other former state colleges to state universities advocated for the identity makeover, they argued that the expense would be nominal.
But it turned out there were significant costs, not only for the name change, but also, at Worcester State University, for a recent “rebranding” effort that included a logo redesign and new marketing campaign that involved dumping the school's local advertising agency and hiring a Boston agency at twice the cost.
Starting in 2010, a few months after state lawmakers approved the new name, Worcester State spent $263,610 in capital funds to switch over nearly every sign and other insignia on its campus, from dozens of small traffic signs on campus roads to the large, internally illuminated signs in front of the school, according to purchasing records.
more
For Worcester State, name change costly - Worcester Telegram & Gazette - telegram.com