This document summarizes the process of changing the name of the University of Missouri-Rolla to Missouri University of Science and Technology (Missouri S&T). It discusses how a blog was used between 2007-2008 to facilitate discussion and provide updates on the name change process. The blog received over 500 comments during this period. Key milestones like announcing the proposed new name, approving the name change, and launching the new website were met with public feedback. The document argues blogging helped with transparency and managing reactions to change at the university.

1. Blogging for a change@andrewcareaga#hewebarJuly 22, 2011

2. Who am I and why am I here?

3. OUR UNIVERSITY: YESTERDAY …

4. … AND TODAY

5. ‘Those who cannot remember the past are condemned to repeat it.’George Santayana

6. Remember 2006?

14. In 2006 there was no…Twitter (but there was twttr)Heweb backchannel.eduGuru“Open” Facebook

15. Judge’s choice: MySpace “ We see MySpace as the new MTV, with one crucial difference: the users are the stars. With a MySpace page, anyone can be a celebrity, creating an online image that’s sometimes an alter-ego to their true personality.”Source: mashable.com/2006/12/24/top-social-networks-2006/

16. Hot for 2007: Bebo, Vox,Facebook, Facebox “… [W]e think Bebo is the most ‘exciting’ social network right now. ... [W]e’re a little less optimistic about Facebook than we were at the start of the year: now that acquisition talks with Yahoo are off the cards, they may need to go it alone.”Source: mashable.com/2006/12/24/top-social-networks-2006/

17. October 9, 2006Photo by sea turtle (www.flickr.com/photos/sea-turtle/4255450013/)

20. John F. Carney IIIMissouri S&T ChancellorName Change Instigator

21. WHY A NAME CHANGE?Differentiation

22. WHY A NAME CHANGE?DifferentiationUniversity of Missouri-Columbia (MU)University of Missouri-Kansas City (UMKC)University of Missouri-Rolla (UMR)University of Missouri-St. Louis (UMSL)

23. WHY A NAME CHANGE?MissionCubicle Cartoon #22:“Mission Statement Impossible” (www.CubicleCartoon.com)

24. WHY A NAME CHANGE?MissionU.S. technological research universitiesCalifornia Institute of Technology

25. Clarkson University

26. Colorado School of Mines

27. Florida Institute of Technology

28. Georgia Institute of Technology

29. Illinois Institute of Technology

30. Massachusetts Institute of Technology

31. Michigan Technological University

32. New Jersey Institute of Technology

33. New Mexico Institute of Mining & Technology

34. Rensselaer Polytechnic Institute

35. South Dakota School of Mines & Technology

36. Stevens Institute of Technology

37. University of Alabama in Huntsville

38. University of Missouri-Rolla (Missouri S&T)

39. Worcester Polytechnic Institute

40. WHY A NAME CHANGE?Market share: prospective students

42. WHY A NAME CHANGE?Reputation“While UMR is known in the Midwest and in specialized circles for its academic excellence, it is less well known on a national and international scale. Beyond the Midwest, prospective students often view UMR as a branch campus. …”John F. Carney III“The Case for a Name Change”chancellor.mst.edu/namechange/

43. WHY A NAME CHANGE?Reputation“… A more distinctive, mission-based name would more easily achieve national visibility for both our recruiting efforts and our research programs.”John F. Carney III“The Case for a Name Change”chancellor.mst.edu/namechange/

44. MAKING THE CASEThe communications plan

45. MAKING THE CASE“Let’s do a blog!”Me

46. “Authenticity is the core value that makes blogging such a new and different way for businesses to communicate. If authenticity is the defining feature of blogging, then credibility is its benefit.”Robert Scoble and Shel IsraelNaked Conversations

47. MAKING THE CASEThe communications plan, revised

48. WHY A BLOG?TransparencyA forum for discussionUpdates in one placeA place to ventWidespread access (Facebook was still unfamiliar to all but college students)

49. WHY A BLOG?To facilitatechange

50. ‘The central issue is never strategy, structure, culture, or systems. The core of the matter is always about changing the behavior of people.’John KotterSource: David Pohl, "Change or Die," Fast Company, May 2005(www.fastcompany.com/magazine/94/open_change-or-die.html).

51. The only person who likes change is a wet baby.Attributed to Mark Twain

52. Change is inevitable – except from a vending machine.Author unknown

53. January 30, 2007

54. January 30, 2007

55. January 30, 2007Useful info

56. Discussion

57. The latest scoopnamechange.mst.edu/2007/01/welcome_to_the_conversation.html

58. Inaugural post: comment love I feel that any name recognition that we currently enjoy will be lost once the name changes to anything else. The Missouri Technological University? Does that not sound like some third rate school in the state? … As an alumni [sic], if this name change is pushed through despite all of the protests, I promise that I will be first in line in sending my children to another university that does not believe in arbitrarily changing its name versus actually attempting to perform real recruiting at high schools around the nation.First of 28 comments on the inaugural post

59. More comment love We have spent years trying to shed the “tech school” image to broaden our course offerings and become more like a “real” university. Changing the name to a tech name moves us backwards in this regard. Maybe we could just go with Missouri University of science and engineering. Then technically we coulde be abbr. with MOUSE! then we could sing the mickey mouse song with pride.

60. More comment love Don’t change the name. Improve the branding. “Rolla” is known where it counts. “Missouri School of Mines” is the only option if it must be changed. If you change the name to anything - go back to Missouri School of Mines.

61. Not book-jacket blurb material“… one of the worst ideas since eliminating the schools and the deans.” – Feb. 3, 2007 “Pitiful.” – March 23, 2007 “I’m against any name change for any reason.” – March 23, 2007

62. On the positive side… “I like the name change idea. It seems appropriate and could have some real long term international benefits. “ – Feb. 24, 2007 “I also favor a name change, getting away from being a ‘branch.’” - Feb, 27, 2011 “It would make me happy to have an alma mater with a name that sounds like a real school rather than an extension campus, so I am in favor of a name change.” – March 23, 2011

63. The first 33 days13 posts – 102 comments** Excluding spam

64. Off-topic topicsQuestioning the methodology behind our definition of a technological research universityQuestioning the methodology of the alumni surveyQuestioning the way we reported the survey resultsRecommending we invest more heavily in marketing, recruitment and/or public relations activitiesClarifications or rebuttals (including 16 by me)

65. Milestones – Phase 1Survey results – Feb. 21, 200725 commentsMedia advisory on press conference to announce proposed new name – March 22, 2007 37 comments‘Missouri S&T’ proposed as new name – March 23, 200744 commentsName change approved – April 6, 200729 comments

66. Milestones – Phase 2New directions for this blog – April 9, 200712 commentsBrand identity team formed – April 13, 2007 5 commentsLogo design concepts - July 24, 200710 commentsThe logo unveiled – Sept. 17, 200727 comments

67. Milestones – Phase 2Alumni association name change – Oct. 27, 20072 comments‘Hello’ campaign announced – Oct. 31, 20070 commentsS&T website goes live – Dec. 29, 20074 commentsIt’s official: We are Missouri S&T – Jan. 1, 20080 comments

68. From Jan. 30-Dec. 3190 posts512 comments5.69 comments/post5.3 comments/post (minus my 35)

71. Identity mattersPhoto: Tron identity disc, by davecobb, www.flickr.com/photos/davecobb/5272269501/

72. Blogging and change managementUrgency is importantSo is constant, consistent communicationCommunicate for understanding and buy-inWhen you screw up, ‘fess up and fix it – fast

73. Blogging and change managementEmpower (give voice) to your communityProduce short-term wins – and show or talk about themDon’t let upUse other forms of communicationRealize that acceptance takes timeh/t: John Kotter, Harvard change management guru

74. Produce short-term wins

77. One more history lesson…‘Hell, I saved the school!’George E. LaddDirector of MSM1897-1907

78. ‘Ladd always took great pride in transforming an institution that “was stalled” in what he called “the bog of country academyism” into … a school of mining and metallurgy that had “reached the highest standards of excellence of any school of its character in the United States.”’Larry Gragg, Curators’ Professor & Chair of History, Missouri S&T‘Hell, I Saved The School!’: George E. Ladd and the Missouri School of Mines and Metallurgy, 1897-1907

79. ‘That Missouri, or for that matter any state, can benefit from having a dedicated Technology School would seem obvious. … Even though I am a graduate of Missouri School of Mines and Metallurgy, I must concede that Missouri University of Science and Technology is a more appropriate description of what the school is and should be all about in this day and age.’Richard W. Ladd, 1951 MSM graduate and grandson of George E. LaddLetter to Missouri S&T Chancellor John F. Carney IIIJune 23, 2011

80. ‘It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.’Charles Darwin

81. Andrew Careaga@andrewcareagaabout.me/andrewcareagaThis presentation will be available online at slideshare.net/andrewcareagaThanks!