GCC cosmetology program reveals new, improved branding

By BRYAN HELLIOS

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Ironwood - GCC Cosmetology unveiled its branding strategy at a Thursday afternoon celebration held at Gogebic Community College.

Invitees gathered around students holding balloons as instructors Nicole Hocking and Laura Erickson ripped off a plastic covering to reveal the program's new name, "The Cosmetology Academy - Creative Careers."

Erickson, instructor at the academy, said the cosmetology program has never had a brand.

"It was time to give us our own identity," she said.

She compared the previous name of the program to a plain package of cotton rounds versus cotton rounds being sold in a multi colored plastic dispenser.

"Same contents, but it looks cool ... and they are selling," she said.

Erickson said they used the same concept of the cotton rounds to make the program more appealing to the new generation of students who like the "pretty packaging." she said the college looked at beauty schools across the country and noticed how their websites were "top of the line."

"Their branding and marketing and logos are all cohesive and make sense," she said.

The new name is the first step to rebrand the program to make it more relevant, she added.

Hocking, director of the cosmetology program, has been teaching at the college for 15 years and said they are constantly receiving calls from employers looking for trained cosmetologists.

"They (employers) prefer to hire our students because they are dedicated and they feel they are the best trained," she said.

Hocking explained the reason they chose to rebrand the program is to "freshen up" the name to make it more clear. She said GCC cosmetology is a name which might not be easily identified and their new name better encompasses their program.

She advised students to not base their decision on where to go to school on its name alone. She stressed the importance of researching to find out the school's state board pass rates are, the success of the students and how many students get placed in jobs.

"Some times the name really doesn't mean a lot, but it attracts a different student," she said.