About the Campaign
Watch the “Become by Doing” Video
At Cal Poly Pomona, when you learn by doing, you become by doing.
Why a Campaign Now?
In 2018, Cal Poly Pomona introduced a new logo referencing our polytechnic identity that was not widely embraced by the campus community. Since then, the Department of Strategic Communications has conducted extensive research to gain a deeper understanding of CPP and what makes us unique: we are the nation’s #1 polytechnic university for diversity and economic mobility.
The world has changed a great deal since 2018 as well. Higher education is facing more challenges than ever, including a shrinking pool of high school graduates who have more options for colleges or jobs, and increasing competition from other universities. While CPP met its enrollment goals for the class that started in fall 2024, applications for fall 2025 have decreased so it will be more difficult to meet our enrollment goals this year and in future years. It’s also more difficult to attract and retain employees, and to raise funds from donors.
Cal Poly Pomona can no longer afford to be a “hidden gem” or “best kept secret.” We have a great reputation for high-quality academics, our learn-by-doing ethos and success in improving our students’ financial futures — but low awareness among prospective students and other audiences. To attract new students, talent and dollars to CPP, we are making an investment in the multi-year, “Become by Doing” college enrollment and university awareness campaign. This will bring more resources to support current students, impact society and reinvest in CPP’s campus and services for future generations.
Branding and a new logo are just a small part supporting the overall strategy. Other elements of the campaign, which will feature inclusive storytelling about what makes us unique and our purpose — to help anyone who dreams of success achieve it, include:
- A comprehensive suite of materials for prospective student outreach and recruitment
- Communicating the distinctive strengths of the academic programs in each of our nine colleges
- Career outcomes that students can expect from pursuing a range of degrees as well alumni profiles that support these outcomes
- A refreshed website geared to prospective students that makes enrollment and degree program information more visible and accessible
- On-campus and off-campus signage and advertising
- Videos that tell the story of our students and their successes
- Digital and print materials that highlight academic programs
- And more!
Community Forum
The “Become by Doing” Campaign
All Broncos were invited to join us for two virtual community forums in fall 2024 to get a behind-the-scenes look at Cal Poly Pomona’s “Become by Doing” college enrollment and university awareness campaign — and CPP’s new branding. Amon Rappaport, chief communications officer, and Karen Lindell, director of marketing and brand strategy, presented and answered questions. The link below to watch the first community forum is behind a CPP authenticated login. If you are part of our alumni network or a friend of the university and would like to see it, please email alumni@cpp.edu.
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FAQs
Cal Poly Pomona has a strong reputation among those who know us, but low awareness among prospective students and other key audiences. We can no longer afford to be a “hidden gem” given the reality we face. In an increasingly competitive and challenging higher education landscape, CPP’s long-term success depends on our ability to attract students, talent and funding.
While we met our enrollment goals for the class that started in fall 2024, total enrollment for the university has declined since its peak in 2020-21. And the number of applications for fall 2025 is lower than in 2024, meaning it will be more difficult to meet enrollment goals this year.
While people love the CPP brand and what it stands for, the logo introduced in 2018 has not been widely embraced. Designers find it difficult to use, and it doesn’t look related to, or in a “brand family” with the university seal and athletics logo. Since 2018, we have gained a deeper understanding of our university and who we are, what makes us unique and how to share that with the world. The new campaign and branding represent CPP in better, more holistic ways.
The campaign is about much more than new branding, which supports the overall strategy: to drive enrollment by communicating with prospective students and their families about the benefits of a Cal Poly Pomona education and degree, and the significant economic and career outcomes that result. By using messaging that’s already proven effective in meeting enrollment and fundraising goals, we expect the campaign to attract new students, talent and donations — and bring more financial resources to support current students, faculty and staff.
The campaign launched in spring 2025 with new branding that reflects who we are and includes inclusive storytelling about what makes us unique and our ranking as the nation’s #1 polytechnic university for diversity and economic mobility.
The campaign will roll out over a period of time, including: a comprehensive suite of materials for prospective student outreach and recruitment; communicating the distinctive strengths of the academic programs in each of our nine colleges; career outcomes that students can expect from pursuing a range of degrees as well alumni profiles that support these outcomes; a refreshed website geared to prospective students that makes enrollment and degree program information more visible and accessible; on-campus and off-campus signage and advertising; videos that tell the story of our students and their success; digital and print materials that highlight academic programs, and more — all of which feature a new logo, branding and messaging for CPP that reflects our purpose and distinction as the nation’s #1 polytechnic university for diversity and economic mobility. This enrollment and awareness campaign is significantly more comprehensive and inclusive than the changes that were made in 2018.
No. The Bronco Athletics logo is well loved, and no changes were made to it.
Universities typically have three logos: a university logo, a presidential seal and an athletics logo. The three should work together as a “logo family” since they all represent one institution. You can see from the visual below that they do.
We will use both. We’ll continue to use “learn by doing” to describe the CPP Polytechnic Experience that we offer our students. However, because the phrase is used by other schools, we’re using “Become by Doing” as the slogan for the campaign. This is unique to us and illustrates the outcomes that our students attain when they “learn by doing.”
Yes. Strategic Communications solicited feedback from a diverse group of campus stakeholders throughout the process. Campus communicators, a committee of campus-based marketing advisors, an alumni advisory board, campus leadership, students, faculty, staff and alumni have all been given multiple opportunities for feedback. This broad input helped shape our message and ensure that the strategies, branding and creative work are resonant and reflective of the excellence, distinctiveness and diversity of CPP.
A core group of marketing experts in Strategic Communications led the initiative and obtained feedback from a wide variety of campus and community stakeholders throughout the process. These include campus communicators, a committee of campus-based marketing advisors, an alumni advisory board, campus leadership, students, faculty, staff, alumni and community members.
The university contracted with 160over90, a global creative agency with deep experience in marketing and branding for higher education (including San Diego State University and UCLA) and consumer products. 160over90 is not the same agency that was used in 2018.
While we have very talented marketers and communicators on campus, a comprehensive campaign like this requires a level of expertise found in creative agencies that do this type of work every day. Using an agency also brings an objective perspective and provides context, as they have experience working with other higher ed institutions. Our staff and students are also working on this campaign, which leverages their expertise to the full extent possible and helps reduce costs.
Since the last rebranding, we have gained a deeper understanding of the CPP brand through brand strategy work. The brand identity pieces, including the logo, reflect that deeper understanding and more holistic level of knowledge. We have also been very intentional about listening to and engaging a wide array of campus and community stakeholders throughout the rebranding process.
By using messaging that’s already proven effective in meeting enrollment and fundraising goals, we expect the campaign to attract new students, talent and donations — and bring more financial resources to support current students, faculty and staff.
The university’s planned investment in this work is approximately $4.1 million over three fiscal years (FYs 2023-24, 2024-25 and 2025-26). Approximately $885,000 of that amount has been spent (as of October 2024), and the unspent balance is held in reserve. See chart below for details.
The university’s investment in the enrollment and awareness campaign is funded by a $40 million gift to Cal Poly Pomona from philanthropist MacKenzie Scott, which was given to CPP in 2021 to support strategic initiatives such as this. This campaign is not funded by any state, tuition or other donor sources. We are using the funds from the Scott gift for strategic investments that position the university for long-term success, including the enrollment and awareness campaign to attract students, talent and donations, and a future career paths initiative for current students.
On average, large universities spend 20% more per year on marketing and communications than we do. (Source: SimsponScarborough Higher Education CMO Study 2024.) Also, other CSU campuses are spending comparable or higher amounts than CPP on similar activities to increase visibility and enrollment.
The chart below outlines the investment in the campaign over the next three years.
This campaign will create greater consistency in messaging and visuals across the university to amplify the CPP brand, while also including messaging and materials to communicate the distinctive strengths of the academic programs in each of our nine colleges. Our colleges and programs will be able to better showcase their unique value and offerings — but all under the umbrella of the CPP brand.
Yes. We want to look cohesive so that students recognize our great colleges and programs as part of one university.
Yes, as long as they fit within our new branding and follow the new brand guidelines. Strategic Communications is providing communicators with tools and training to help with this process.
The campaign includes a new structure for branding all units of the campus. Using this structure, our campus logos and marks will fit together as a “family” and further strengthen recognition of the CPP brand. The new brand guidelines lay out the structure for colleges, programs, events, etc. In limited cases where the current logo is firmly established and beloved, we will consider the benefits of retaining it.
Between the two community forums, we had nearly 200 attendees and over 50 questions. You can read all the questions and answers in this PDF.