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May 14, 2018
  • Oakland Community College’s new branding campaign is “Excellence Empowered.”
  • Based on six months of research (community, faculty/staff, students and business) to solidify new strategy
  • Multi-faceted goals include building pride among students, employees and alumni; recruitment efforts; strengthening relationships with business and community; and, fulfilling community need for excellent education and empowered workforce

OAKLAND COUNTY, Michigan –- For the first time in more than 20 years, OCC launches a new brand and refreshes with “Excellence Empowered.” as part of its larger strategic plan that puts students first.

Based on six months of research, including community, faculty, staff, students and business, the new brand reflects the best self of the college, according to Theodore G. Coutilish, vice chancellor for marketing and community relations.

The research was conducted under OCC’s new Chancellor Peter Provenzano’s leadership. “It was a great time to review what OCC means to our community, students and partners, focused on a new way forward. It also was a tremendous opportunity to clarify who we are as a leader in higher education and improve our visibility and awareness,” Coutilish added.

“The outcomes from this research are very exciting,” said Provenzano. “OCC’s top attributes among a diverse set of key stakeholders clearly noted we serve as a positive force in Oakland County. What sets us apart is our excellence in programming and empowered students with real world skills, specialized training and work-readiness. The research identified what we work hard for each day: a student-focused approach within a proactive culture that is community oriented, diverse, and supportive.”

Based on perceptions of OCC in the minds of the public now, it links the college to its future. “It’s not simply the impressive size and scope of our college but the excellence in faculty, staff and programs, empowered students and key relationships that are our key attributes, setting us apart from others,” said Provenzano.

Why it works: the branding is concise, instantly understandable, and completely dynamic. It draws on OCC’s considerable capital in the community while carrying a potent and audacious message of agency. OCC owns the concept of quality (Excellence) and is seen as a force (Empowers) in the community and for its students.

The new branding will roll out this summer as the college continues to strengthen its visibility within the region and build pride among students, employees and excellent alumni empowered within the community.

About OCC – With five campuses throughout Oakland County, OCC offers degrees and certificates in nearly 100 career fields and is the state’s largest transfer institution for four-year degrees in business, science and liberal arts. More than a million students have enrolled in the college since it opened in 1965. Learn more at


Media Contact: Marketing & Community Relations | 248.341.2020 |

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