In this episode of The Hidden Gem, Maya Demishkevich speaks with Eve Markman, Assistant Vice President for Brand Management and Operation from the Community College of Philadelphia about their ambitious rebranding journey. Eve shares insights into how the college's new branding, including the introduction of lion statues, has revitalized campus life, created a sense of pride, and driven student engagement. Learn how these changes are making an impact beyond just a new logo.

Key Takeaways:

Eve Markman / Assistant Vice President for Brand Management and Operations / Community College of Philadelphia

Eve Markman is the Assistant Vice President for Brand Management and Operations at the Community College of Philadelphia (CCP). Eve has been with CCP for just over 30 years working her way up through various roles in Marketing at the College, most of which was spent as the Executive Director of Creative Services. Eve is also on the Executive Board of the National Council for Marketing and Public Relations, an association for community college marketing and communications professionals. Eve has a bachelor’s degree in fine arts from Trinity College in CT and a professional certification in Brand Management from Cornell University. 

Podcast Transcript: "Rebranding Community College of Philadelphia" with Eve Markman

Maya (00:01):
Welcome back to The Hidden Gem Podcast! Today, I’m thrilled to have Eve Markman, my friend from NCMPR. It’s always special having friends on the show—it feels like a reunion! Welcome, Eve.

Eve (00:16):
Thank you! I’m so excited to be here and appreciate you having me on.

Maya (00:22):
Last year, the Community College of Philadelphia underwent a significant rebranding effort, which is no small task. Kudos to you and your team for the amazing job you did. Can you share what drove this effort and the goals you aimed to achieve?

Eve (00:55):
Thank you! We started considering a rebrand in late 2019 and officially got the budget in 2020. The college hadn’t rebranded in over 15 years and had undergone significant changes. Previously, we only had a wordmark with no icon, making it hard for people to connect with the brand.

As we kicked off the RFP process, the pandemic hit, but we decided to proceed remotely. Enrollment was dipping, making the rebrand even more critical to boost awareness and drive campaigns. The rebrand included everything—new logo, marketing materials, website, and, for the first time, a holistic approach to the campus environment.

We introduced an icon featuring a bold “P” for Philadelphia, with the base forming the number one, symbolizing one college, one city, one community.

Maya (03:26):
For our listeners, check out their website—it’s bright, fresh, and truly stands out. I love that you took a holistic approach, integrating campus experiences into the rebrand. I saw the lion statues you shared on LinkedIn. Why did you choose lions, and what do they represent?

Eve (05:39):
Great question! In 2019, we changed our mascot from the Colonials to the Lions after students expressed concerns about the Colonials' name.

The lion was a natural choice—it symbolizes bravery, courage, loyalty, and pride. These traits resonated with students, and our main building, the Mint, features lion-head knockers on its doors, making the connection even stronger.

When we unveiled the lion mascot, Rory, in 2019, it became the most attended student event ever. Rory is non-binary and goes by they/them pronouns, and they’ve been embraced by our entire community.

The lion statues became a centerpiece of our rebranding effort, connecting the mascot to the physical environment in a lasting way.

Maya (09:05):
It’s fascinating how symbols like mascots or statues create stronger ties to the institution. But some might see the investment in statues as trivial. How did you justify this to leadership or others who might not immediately see the value?

Eve (09:58):
Our student satisfaction surveys consistently showed that students didn’t feel they were getting the same college experience as four-year schools. Statues like ours can boost mood, engagement, and school spirit while reinforcing brand identity.

Our bronze lion is 800 pounds, 8 feet long, and 6 feet tall. We installed it flush to the ground so students can interact with it, making it a selfie station and cultural landmark. We hope it fosters traditions, like touching the mane for good luck, but we’re letting students organically create those.

Maya (13:39):
It’s like creating your own iconic campus landmark. How do you plan to sustain excitement around the rebrand and the lion statues?

Eve (13:48):
The lion was installed in June, and we started building excitement with a selfie contest. On September 19th, we’re hosting a dedication ceremony during our Black and Gold Bash, one of our biggest fall events.

The lion is centrally located near our Student Life and Athletics buildings, so it will naturally become a focal point for future events. We’re eager to see how traditions develop over time.

Maya (15:43):
I’m curious to follow up in a year to see what traditions emerge. When you think about the time and funding invested, how do you measure the success of a project like this?

Eve (16:05):
While this isn’t as measurable as some marketing initiatives, we’re tracking enrollment numbers, which have risen since the rebrand launched in April.

Engagement is our main metric—are students posting photos, tagging us, and interacting with the lion? Do they feel like they’re part of a vibrant campus community? We want to see students saying, “I feel like I belong.”

Maya (17:54):
That makes sense. Do you have advice for other institutions embarking on a similar journey?

Eve (18:12):
Think holistically. Ensure that what students see on campus aligns with your marketing materials. Even small steps, like branded decals or a mascot costume for events, can make a big impact.

Not every college needs an 800-pound lion. Start with what’s feasible, show the impact, and build from there.

Maya (21:21):
That’s great advice—start small, show the value, and expand. Eve, thank you for sharing your story and insights.

Eve (21:50):
Thank you for having me. This was a pleasure!