School board approves name change
By HOLLY GASKILL
In a divisive vote by the school board, Northern Wells Community Schools will proceed with branding changes across the district.
Namely, the district will move forward as Norwell Community Schools. All four schools in the district will also use the identifying colors of navy and gold but will retain their current mascots — Lancaster Central Elementary as Bobcats, Ossian Elementary as Bears, and the middle and high school as Knights.
The school board voted 3-2 in favor of the changes; Angie Topp, Chad Kline and Corey Krug approved, and Gene Donaghy and Traci Neuenschwander opposed.
These changes came as part of a “Norwell Next” marketing plan developed by Doug Stitt of Sensible Solutions. Stitt had previously created marketing materials for the dining program and was later hired to address districtwide marketing concerns.
In his assessment, Stitt identified cohesion as an issue for the district. Because of this, he proposed the schools unify under the same colors, mascot, and identifiable district name. Stitt provided mock-ups of new potential signage and marketing materials for the district during the school board’s meeting Tuesday.
“(The current branding) isn’t going to carry into the future,” Stitt said. “It’s just not. That doesn’t mean there is not very good effort and heart and soul behind some of the individual things that are going on here.”
Before the school board’s April 25 meeting, these discussions were held predominantly during public strategic planning sessions. The school board unanimously agreed to table their decision until May 22 due to intense reaction from the community.
Several of these community members spoke before the board prior to their decision.
Michelle Bowman, who also spoke at the April 25 meeting, stated the board seemed inflexible and settled on a decision already. Similarly, Cathie Peterson expressed frustration with the administrative response, which she said dismissed genuine criticism as “passive-aggressive bullying” and a “loud minority.”
“I’m afraid we’ve lost trust in this administration and board to be open and honest with the community on this issue,” Bowman said.
Melissa Neu Bolyn told the board she was open to the brand “refresh,” but felt the district had not adequately communicated about the changes. Specifically, Neu Bolyn felt there was insufficient notice to consider or learn about the proposal.
Topp affirmed the district should have handled communication differently. She said she had overlooked having Stitt give a presentation during a regular school board meeting since he had been at strategic planning meetings.
Topp expressed openness to delaying the vote again but noted that the district needed to make a move regarding new signs in the new middle school. The marketing efforts — and any sign changes — are funded through the construction project’s budget.
Robert Park, also returning to the board’s public comments, said he wanted the school to remain its current brand, which he described as being defined by technology skills, academic and athletic success, and local pride. Park brought several yearbooks from his education as a testament to this legacy — the oldest being LES “Reflections” from 1967.
Before voting, Neuenschwander said she believed the school should first canvass the community regarding the change and decide accordingly.
“I see the benefit, I do, and I’m able to look through a larger lens, but I also think if our community members were told they could participate in this process and give their input, then we do need to allow that,” Neuenschwander said.
In response, Krug advised that the administration and board have fielded significant feedback already, and as both representatives and leaders, they needed to make a decision. Krug said that by looking for every individual’s input, they would never reach a consensus.
Kline then proposed the board consider a compromise, noting his favor for adopting similar colors and the Norwell name while keeping the original mascots.
To this, Krug asked how multiple mascots would work into a unified district brand, specifically in light of the previously-mentioned goal of identifying one or two core logos. Kline responded that they could move forward with simplified logos for the district, middle school and high school, and update the bobcat and bear logos to match in style and colors.
Donaghy showed support for this but said he struggled with the new district name.
“There are a lot of good things going on, but one thing I think we need to do is bring Lancaster and Ossian together,” Donaghy said. “So that kids, when they get to sixth grade, they’re all at the same level.”
Conversations will continue about the specific implementation and timeline of these approved changes. Superintendent Mike Springer affirmed the changes would not occur immediately and that this would be an ongoing process.
holly@news-banner.com
