£240k for Napier's new name

ADDING the word "Edinburgh" to its name cost Napier University almost a quarter of a million pounds, it was revealed today.

University bosses paid out a total of 240,025 for the name change – including 65, 700 on replacing signs, 33,263 on launch events and 24,356 on market research.

The price tag also includes re-designing stationery, "refreshing" the university coat of arms and replacing the livery on vehicles.

The figures associated with the name change have come to light following a freedom of information request made by the Evening News.

The university introduced "Edinburgh" to its title last year and insists the high costs were worth it and the change will pay for itself in the long term.

Student union bosses argue, however, that all universities should be prioritising spending on "quality learning and teaching" in these difficult financial times.

An Edinburgh Napier spokesman said the name change was already paying dividends.

"The university name change has significantly strengthened the visibility and reputation of the university in the UK and overseas, and has delivered real value for money.

"The increase in UCAS applications to Edinburgh Napier University is currently up 79 per cent – the highest growth rate amongst modern Scottish universities.

"Attendance for our open days in 2009, following the name change, also increased substantially and there has been a significant rise in visitors to our website.

"In terms of our international profile, the name change has also led to a substantial growth in search engine traffic in India, China, Australia, and across Europe.

"We are confident that this investment is contributing towards our ambition for sustainable growth."

The word Edinburgh was added to the university's title after research found that in 2007-8, almost 60 per cent of its students were from Scotland and 37 per cent were from the Edinburgh area. The research also revealed that prospective students did not know where Napier was located, and bosses believed that promoting the fact it is in Edinburgh would provide an opportunity to "capitalise" on its location and increase its popularity.

Bosses say the name change has led to increased interest from prospective international students.

Internet search engine traffic has increased by 28 per cent in India and 20 per cent in China.

But Liam Burns, president of the National Union of Students Scotland, reminded universities about the need for prioritising limited funding.

He said: "These financial times are fairly difficult for students and student hardship has become more and more of an issue.

"We would like to see universities prioritising spending money on quality learning and teaching and making sure students have enough money to enter, progress and graduate from higher education."

Opinion poll: Is 240,000 to rebrand Napier University money well spent?

Vote now

Your Say: Do you think it was money well spent?

John Webster, 66, water industry consultant, Balerno: "It does seem an awful lot of money. The question would be if it makes any difference in the long run – you would have thought people coming to Napier know it's in Edinburgh anyway."

Margaret Macdonald, 78, retired finance assistant, Baberton Mains Place: "It's nothing but four letter words that come to mind at the moment. If somebody had told me that, I would have thought it was 1 April. The money could have been much better spent."

Kenneth Wright, 53, engineer, Drum Brae Drive: "I'm dumbstruck. It's certainly not a good use of expenditure, given the recession we have at the moment. There's a lot of other things they could have spent it on."

CALL THAT GOOD VALUE?

Signage: 65,700

New campus signs at Craiglockhart, Merchiston, Canaan Lane, Comely Bank and Craighouse.

Vehicle livery: 2,500 Replaced on all university vehicles.

Market research: 24,356 Testing reactions to new "visual identities" and perceptions of the university.

Brand development: 18,216 Design/development of the new "visual identity, brand architecture and brand guidelines" including refreshing the university coat of arms.

Brand implementation: 29,401 Redesign of stationery, brochures, banners, staff name badges and other materials.

Website redesign: 8,995 The costs of the branding element of the redesign

Video production: 30,778 Redesign of existing videos and production of a suite of new videos for recruitment and corporate use.

Public relations: 23,393 PR support for the university's name change in the UK and overseas including the visit of eight members of London-based media from India, China and Hong Kong.

Notification: 3,423 Letters to notify students, customers, suppliers, partners, etc.

Launch events: 33,263 Press conference and lunch for UK and international media.