Dakota College at Bottineau

On August 1, 2009, DCB officially became Dakota College at Bottineau. The idea for a name change grew out of a strategic planning process that began three years ago. Thirty ideas were developed through this exercise; eight became action initiatives, including Action Area 5: Determine if there is a consensus for a name change by engaging the college and community in a discussion. Leading reasons to consider a new name can be characterized in the following four explanations:

A name change allows us to become distinctive. There are many MSU's throughout the Midwest-Minot State University, Mayville State University, and Montana State University-Billings (also a "DCB"), to name a few. It isn't unusual for our admissions counselors to spend significant time with prospective students explaining that we are a two year school, not a four year school; and that we are located in Bottineau, not Minot. This is valuable time that should instead be spent discussing programs and opportunities that benefit the student.
A new name can reflect our unique mission and location and thereby give us an identity that is appealing and unique. We aren't sure DCB does this. The college was founded as the North Dakota School of Forestry, and that mission and focus are still strongly reflected through the schools programming efforts in wildlife, forestry, parks and recreation, environmental technology, horticulture, floral design, and etc. A knowledge and appreciation of nature has been a core value for the institution for over 100 years. We think the word Dakota, as in Dakota College at Bottineau, brings to mind outdoor life, wilderness, robust living, wide open spaces, natural diversity, and other attributes that mirror the colleges historical mission.
An interesting name will prompt prospective students to give us a second look, thus allowing us to promote our excellent programs, services, facilities, community, faculty, and staff. We think we have a great story to tell, but aren't sure it is being told as extensively as it could be. High school juniors and seniors are bombarded with promotional materials and information from colleges. Changing our name is an opportunity for us to be clear about who we are and to reflect our mission in a noticeable manner-characteristics that can make us stand out.
Our new Nature, Technology, and Beyond focus gives us a kind of organizational transformation that can be highlighted and supported by a new name. In simplest terms, our new focus is intended to create a care and concern for the environment as we go about our daily activities, and we have begun to thread this characteristic through the campus culture.

A comment, research, and dialogue activity regarding the name change occurred for nearly three years. Information and opinion was gathered from almost 700 people who completed surveys and participated in face-to-face and telephone interviews. Attitudes about transitioning from DCB to another designation were gathered primarily, but not exclusively, from the following stakeholders: faculty and staff, current students, enrolled students, alumni, area residents, and high school officials. Key findings from the research indicated the following:

For all groups, the name "Dakota College at Bottineau" called to mind Minot, MSU, or a University, none of which accurately portrays our institution.
When asked the extent to which they favored or opposed changing the name of the school, all of the groups, except the employees and current students, favored a change. The employees were evenly split between "oppose" and "favor" and the students slightly opposed a change.
Among prospective students, the name "DCB" faired very poorly (with only four mentions in 182) as a name that would raise their interest and cause them to seek more information about the institution.
Handwritten comments by prospective students revealed confusion about location, level of education (2-year or 4-year), and the affiliation with Minot State University.
Virtually all respondents indicated they would continue to support the college no matter the outcome of the name change proposal.

On January 6, a representative group of college constituencies (students, faculty, staff, high school officials, area residents, and alumni) met for a day-long name change "Summit." Their task was two-fold: (1) determine whether or not to change the name of the institution; (2) if a decision was made to change the name, determine what that name should be. The research data was explained in depth to the group of 26. The review brought into focus important items to contemplate during the decision making process. Such factors as stability over time, effects on stakeholders, cost vs. benefits, and identity distinction were examined. After a lengthy discussion, the representatives voted 20 to 6 in favor of a name change.

Next, the group took on the task of determining what the new name should be. Selection criteria dictated that the new name should be distinct and unique, short and simple, mission-flexible, and contain the name Bottineau. Over 100 names were suggested during the almost three year discussion period. From this list, and from other sources as well, a list of 20 were chosen for final consideration, and the resulting name, Dakota College at Bottineau, was chosen because it was judged to best fit the criteria.

An open, inclusive, and collegial process was used to come to a decision to change the name of DCB. Widespread coverage in print media and numerous campus/community meetings informed the public and gave them the opportunity to weigh in on the topic. The outcome of the discussion, the appropriate research, and the necessary analysis make a compelling argument that Dakota College at Bottineau is the right step at the right time. The North Dakota State Board of Higher Education agreed and we are pleased that the North Dakota Legislative Assembly convincingly approved our proposal (Senate vote/40-5; House vote/78-12). The Governor signed the bill and the new name went into effect on August 1, 2009.

An important question, asked numerous times, was what effect a name change will have on our affiliation with Minot State University. The answer is that it won't change the association whatsoever-and as a matter of fact-we intend to strengthen that relationship with even more collaborative programs.

I would like to thank all of you who contributed to the name change discussion and process in any way. Your participation was vital to reaching a consensus. We are gratified that the research showed even those opposed to a change would continue to strongly support the college. The new name will not please everyone; however, it is a good fit for us and meets the selection criteria.

DCB strives to be entrepreneurial and innovative; becoming Dakota College at Bottineau is another step in that direction.

Ken Grosz
Campus Dean