San José Evergreen Community College District Strategic Communications Plan April Celina Shands Gradijan President/CEO Project Consultant

Transcription

1 San José Evergreen Community College District Strategic Communications Plan April 2011 Celina Shands Gradijan President/CEO Project Consultant 1

2 Strategic Communications Plan Right message Right target audience Right communication medium 2

3 Methodology: Customer Centric Model 1. Stakeholder Planning: Identify Market Segments & Desired Outcomes 2. Market Research: Voice of Customer 4. Strategic Communications Plan: Develop, Deploy, Measure 3. Message Development: Telling the Story 3

4 SJECCD: Customer-Centric Process Stakeholder Interviews: Executive Team & Board of Trustees What are the target audiences for the District s Strategic Communications Plan? To your knowledge, has any market research (surveys, polls, focus groups) been conducted with each of these target audiences in the last year? What do you believe are the immediate and critical challenges that the District is facing? What steps have been put in place to solve these key challenges? Are these steps currently being communicated to your target audiences? If so, how? What elements do you believe constitute an effective Strategic Communications Plan? Which of these elements do you believe are currently in place? Available Research & Data Educational & Facilities Master Plan 2010 survey component Bond Survey 2009 Google Analytics District Website Dec 2009 February 2010 Communications Audit Current brand strategies Website review History of media coverage CEU Equity Model Report

5 SWOT: Strengths Partial primary market research has been conducted Bond measure passed Chancellor s new vision and strategic direction Chancellor s ROI scorecard concepts Existing communication tools available website, vimeo, newsletter Good innovations and programs at campuses 5

6 SWOT: Weaknesses History of negative media coverage District challenges (accreditation/sanctions) Colleges don t have marketing depts with limited resources and lack of social media tools for recruitment Lack of communication systems internal and external Reactive versus proactive communication Website underutilized with weak messages & lack of communication platforms & social media Search engine results primarily negative Stakeholders not aligned on scope of communication plan and targets Technology infrastructure 6

7 SWOT: Opportunities Capitalize on campus innovations and programs for proactive outreach Build systems to engage brand ambassadors Proactive communications strategies Leverage foundation outreach History of the District and its contributions to the community Lineage of Olympic athletes that could be potential spokespersons Utilize website more effectively Showcase ROI scorecard Develop two-way communication mechanisms Use social media tools Design content development structures 7

8 SWOT: Threats Budget and lack of funding Loss of market share students, funders, supporters Loss of brand loyalty Employee morale Reactive news coverage Other colleges vying for students 8

9 SCP Focus Improve Reputation Build Trust Strengthen Community Relations Provide Timely Information Engage Stakeholders 9

10 Target Audiences Internal Audiences: Faculty & Staff Board of Trustees External Audiences: District Taxpayers/Voters Students Current Potential Donors Current Potential Future Employees Intersegmental Education Groups Community Groups Business & Industry News Media Vendors Funders and Regulators 10

11 #1: Faculty and Staff Market Segments Full time Classified Staff Part-time Faculty Part-time Students Admin Desired Outcomes Good Morale Work Satisfaction Low Turnover Informed Faculty & Staff 11

12 Objective Data: Faculty & Staff (SJCC) Top Five Most Important College Issues Financial Stability of the College 163 Quality of Classroom Instruction 98 Cost of Textbooks/Supplies 76 Available Time for Course Offerings 46 Campus Security - 43 (Source: June 2010 Master Plan) 12

13 Objective Data: Faculty & Staff (EVC) Top Five Most Important College Issues Financial Stability of the college 94 Quality of Classroom Instruction 53 # Students/Class 27 Technology Classroom Improvements 25 Closing Gender & Ethnicity Gaps 24 (Source: June 2010 Master Plan) 13

14 Faculty & Staff (Combined) Top Five Most Important College Issues Financial Stability of the college 257 Quality of Classroom Instruction 151 Cost of Textbooks/Supplies 97 Campus Security 58 Available Time for Course Offerings 46 (Source: June 2010 Master Plan) 14

15 Research Gaps Mystery shopping to uncover customer service and customer communication with various target audiences. Internal survey to ascertain work satisfaction, work culture and perceptions with internal audiences. 15

16 Faculty & Staff: Persuasion Info Categories Budget & Funding Status What is the financial stability of the District/colleges? How is District fundraising to build stability? Will I get laid off? What do I do if I m laid off? How is the District conducting outreach and advocacy? Accreditation Updates Implementation Steps of the Master Plan What is the District/Colleges doing to address these issues? Financial Stability of the college Quality of Classroom Instruction Cost of Textbooks/Supplies Campus Security Available Time for Course Offerings Sanctions Status 16

17 Faculty & Staff Current Communication & Outreach Methods Website District Word of Mouth Newsletter Media Campus Forum Automatic Voic Messages Vimeo Academic Senate 17

18 #2: Board of Trustees Market Segments N/A Desired Outcomes Consistent messages Informed about issues and solutions Objective Data No Gaps Acquired via 1-1 conversations, strategic planning and meetings Persuasion Info Categories N/A Current Communications Methods Website District Briefings Newsletter 18

19 #3: Current Students Market Segments (noted below) Desired Outcomes Meet Educational Needs Good Campus Experience Referrals STUDENT ETHNICITY PROFILE SAN JOSE CITY COLLEGE FALL 2009 EVERGREEN VALLEY COLLEGE- STUDENT ETHNICITY PROFILE SPRING 2009 White Non- Hispanic 16% Unknown 14% Two or More Races 1% Pacific Islander 1% Hispanic 36% African- Amer. 8% Am. Indian/ Alaskan Native 1% Asian 20% Filipino 3% White Non- Hispanic 9% Unknown 9% Pacific Islander 1% Other Non- White 1% African- American 4% Hispanic 33% Filipino 9% Asian 33% American Indian/ Alaskan Native 1% 19

20 Objective Data: Current Students (SJCC) Top Five Most Important College Issues Cost of Textbooks/Supplies 35 Financial Stability of the college 32 Quality of Classroom Instruction 26 Available Time for Course Offerings 26 Ability to Enroll in Classes I Need - 25 (Source: June 2010 Master Plan) 20

21 Objective Data: Current Students (EVC) Top Five Most Important College Issues Cost of Textbooks/Supplies 258 Transfer to a University Availability of Courses 158 Availability of Financial Aid 156 Financial Stability of College 125 (Source: June 2010 Master Plan) 21

22 Current Students (Combined) Top Five Most Important College Issues Cost of Textbooks/Supplies 258 Transfer to a University Availability of Courses 158 Financial Stability of the college 157 Availability of Financial Aid 156 (Source: June 2010 Master Plan) 22

23 Gaps Ongoing two-way communication mechanism to gather feedback regularly 23

24 Current Students: Persuasion Info Categories Budget & Funding Status What is the financial stability of the District/colleges? How are they proactively working to secure funding that will help me? What financial aid is possible? Accreditation Updates Implementation Steps of the Master Plan What is the District/Colleges doing to address these issues? Cost of Textbooks/Supplies 258 Transfer to a University Availability of Courses 158 Financial Stability of the college 157 Availability of Financial Aid

25 Current Students Current Communication & Outreach Methods Campus Websites Word of Mouth Newsletter Media Counselor Communication Student Council 25

26 #4: Prospective Students (SJCC) Market Segments DEMOGRAPHIC AND INCOME PROFILE - SAN JOSÉ CITY COLLEGE - TEN MILE RADIUS Summary Population 1,423,148 1,523,765 1,579,658 Households 472, , ,050 Families 333, , ,188 Average Household Size Owner Occupied Housing Units 281, , ,205 Renter Occupied Housing Units 191, , ,845 Median Age Trends: Annual Rate Area State National Population 0.72% 1.01% 0.91% Households 0.66% 0.92% 0.94% Families 0.58% 0.87% 0.74% Owner Households 2.10% 2.49% 1.19% Median Household Income 1.09% 0.79% 0.80% Households by Income Number Percent Number Percent Number Percent < $15,000 34, % 24, % 23, % $15,000 - $24,999 28, % 20, % 19, % $25,000 - $34,999 32, % 23, % 21, % $35,000 - $49,999 53, % 38, % 40, % $50,000 - $74,999 91, % 77, % 84, % $75,000 - $99,999 72, % 68, % 58, % $100,000 - $149,999 89, % 108, % 119, % $150,000 - $199,999 37, % 65, % 69, % $200, , % 73, % 81, % Median Household Income $73,565 $98,462 $103,963 Average Household Income $93,909 $129,745 $137,896 Per Capita Income $31,246 $42,970 $45,531 Source ESRI Data Systems AGE AND ETHNICITY PROFILE - SAN JOSÉ CITY COLLEGE - TEN MILE RADIUS Population by Age Number Percent Numbe Percen Numbe Percen r t r t Age , % 108,62 110,35 7.1% % Age , % 102,50 105,43 6.7% % Age , % 98, % 99, % Age , % 101, % 96, % Age , % 103,34 112,38 6.8% % Age , % 232,82 248, % % Age , % 241,01 218, % % Age , % 229,54 230, % % Age , % 153,22 176, % % Age , % 82, % 104, % Age , % 49, % 53, % Age , % 20, % 23, % Race and Ethnicity Number Percent Numbe Percen Numbe Percen r t r t White Alone 727, % 681,63 656, % % Black Alone 41, % 41, % 40, % American Indian Alone 9, % 9, % 8, % Asian Alone 394, % 475, % 518, % Pacific Islander Alone 5, % 5, % 5, % Some Other Race Alone 176, % 219,45 243, % % Two or More Races 67, % 91, % 105, % Hispanic Origin (Any Race) 347, % 432,30 480, % % Source ESRI Data Systems 26

27 Prospective Students (EVC) Market Segments DEMOGRAPHIC AND INCOME PROFILE - EVERGREEN VALLEY COLLEGE - TEN MILE RADIUS Summary Population 824, , ,143 Households 248, , ,456 Families 185, , ,149 Average Household Size Owner Occupied Housing Units 159, , ,958 Renter Occupied Housing Units 89,314 98,298 90,498 Median Age Trends: Annual Rate Area State National Population 0.74% 1.01% 0.91% Households 0.69% 0.92% 0.94% Families 0.61% 0.87% 0.74% Owner Households 1.97% 2.49% 1.19% Median Household Income 1.04% 0.79% 0.80% Households by Income Number Percent Number Percent Number Percent < $15,000 19, % 14, % 14, % $15,000 - $24,999 16, % 12, % 11, % $25,000 - $34,999 18, % 14, % 12, % $35,000 - $49,999 29, % 22, % 23, % $50,000 - $74,999 49, % 42, % 47, % $75,000 - $99,999 38, % 37, % 32, % $100,000 - $149,999 45, % 57, % 62, % $150,000 - $199,999 17, % 31, % 33, % $200, , % 30, % 34, % Median Household Income $69,416 $90,315 $95,119 Average Household Income $85,845 $119,088 $126,113 Per Capita Income $26,251 $35,784 $37,812 Source ESRI Data Systems AGE AND ETHNICITY PROFILE - EVERGREEN CITY COLLEGE - TEN MILE RADIUS Population by Age Number Percent Number Percent Number Percent Age , % 68, % 69, % Age , % 64, % 67, % Age , % 60, % 62, % Age , % 62, % 59, % Age , % 61, % 66, % Age , % 134, % 139, % Age , % 138, % 129, % Age , % 126, % 128, % Age , % 85, % 97, % Age , % 45, % 58, % Age , % 25, % 27, % Age 85+ 7, % 10, % 11, % Race and Ethnicity Number Percent Number Percent Number Percent White Alone 388, % 368, % 358, % Black Alone 28, % 27, % 26, % American Indian Alone 6, % 6, % 6, % Asian Alone 211, % 248, % 268, % Pacific Islander Alone 3, % 3, % 3, % Some Other Race Alone 143, % 174, % 192, % Two or More Races 41, % 54, % 62, % Hispanic Origin (Any Race) 269, % 328, % 360, % Source ESRI Data Systems 27

28 Prospective Students Desired Actions/Outcomes Think of EVC and/or SJCC as first choice for college Enroll at EVC or SJCC Refer others 28

29 Objective Data: Prospective Students Not Available Awareness levels of campuses? What are their decision processes? Purchasing points? Perceptions? Pain points in being able to go to college? Barriers? 29

30 Prospective Students: Persuasion Info Categories Campus Offerings What does this campus offer? How will this offerings benefit me? (value propositions) What is its unique selling proposition over other campuses? Does it have a good reputation? 30

31 Prospective Students Current Communication & Outreach Methods Individual Campus Outreach EVC Strategies Have FT Recruitment Specialist and Financial Aid Advisor Conduct only face-to-face recruitment starting in the Fall targeting Union School District Leads up to Day at the Green in the Spring to finalize orientation and registrations Would like to use web and social media more, but no resources SJCC Strategies Have two FT staff in Outreach Dept Present face-to-face at high schools Host career days and attend community events Does not use social media Lack resources 31

32 #5: District Taxpayers and Voters Market Segments Note: FCM is attempting to get detailed graphs/charts on demographic composition from Godbe study (bond measure). 32

33 District Taxpayers and Voters Desired Actions/Outcomes Good Perception of District & Colleges $$$ is a good ROI for the community 33

34 Objective Data: District Voters Perception of District providing Quality Educational Experience 29% - very favorable 27% - somewhat favorable 5% - very unfavorable 3% - don t know/no opinion 39% - refused to answer (Source: Bond Survey) 34

35 Objective Data: District Voters Perception of District Management of Taxpayer Dollars 15% - very favorable 26% - somewhat favorable 7% - very unfavorable 8% - don t know/no opinion 44% - refused to answer (Source: Bond Survey) 35

36 Gaps Detailed data on how the District and college is perceived Awareness data 36

37 District Voters: Persuasion Info Categories Updates on Bond Measure Budget Management Innovations at Campuses Board s Vision/Mission Board s Strategic Plan ROI Impact of Plan ROI Impact of Measure 37

38 District Voters Current Communication & Outreach Methods Website District Word of Mouth Media Newsletter 38

39 #6: Donors: Current and Potential Market Segments Internal Staff External foundations Alumni Former employees Business & industry Prospect lists Desired Actions/Outcomes Donate $$$, time, energy, resources 39

40 Objective Data: Donors Current donors (not available) Key Drivers Satisfaction Levels Test options for donations Current profile Potential donors (not available) Key motivators to donate Test options for donations 40

41 Donors: Persuasion Info Categories Innovations at Campuses Board s Vision/Mission Board s Strategic Plan Impact of donation ROI 41

42 Donors Current Communication & Outreach Methods Website District Word of Mouth Media Newsletter 42

43 #7: Future Employees Market Segments Segments will vary based on the types of positions needed Desired Actions/Outcomes Consider work at the District/colleges Submit resume & apply for open positions 43

44 Future Employees: Objective Data & Gaps Data: Not available Gaps: Profile of those who do submit resume 44

45 Future Employees: Persuasion Info Categories Innovations at Campuses Board s Vision/Mission Board s Strategic Plan ROI Retention levels Work satisfaction levels 45

46 Future Employees Current Communication & Outreach Methods Website District 46

47 #8: Intersegmental Education Groups Market Segments K-12 Other community colleges Other districts Universities Desired Actions/Outcomes Collaboration outcomes dependent on initiative/project Objective Data: Not Available Gaps: An inventory of all potential partners/stakeholders and desired actions Persuasion Info Categories Reasons to collaborate Current Communication & Outreach Methods Website - District 47

48 #9: Community Groups Market Segments Neighborhood Associations Chambers Rotary Desired Actions/Outcomes Good perception of District/Colleges $$$ is good ROI Support measures/funding Objective Data Opposition reasons for ballot/measures (neighborhood assn) Gaps detailed perception data 48

49 Community Groups: Persuasion Info Categories Updates on Bond Measure Budget Management Innovations at Campuses Board s Vision/Mission Board s Strategic Plan ROI Impact of Plan ROI Impact of Measure 49

50 Community Groups Current Communication & Outreach Methods Website District Word of Mouth Media Newsletter 50

51 #10: Business & Industry Market Segments Regional employers in San Jose MSA 47,607 Detailed profile at Desired Actions/Outcomes Purchase training contracts Partner on workforce initiatives Referrals Repeat customers Objective Data Gaps: Awareness, perception, satisfaction with services Persuasion Info Categories Services provided Value propositions Institute s unique selling proposition Why others use services Current Communication & Outreach Methods Workforce Institute Website Proactive media coverage 51

52 #11: Media Market Segments Regional Print Outlets Regional Broadcast Outlets Social Media bloggers Desired Actions/Outcomes Fair coverage Correct messages and facts 52

53 Objective Data: Media Coverage Current coverage Perceptions Storylines Gaps: Partial list of outlets 53

54 Media: Persuasion Info Categories Updates on Bond Measure Budget Management Innovations at Campuses Board s Vision/Mission Board s Strategic Plan ROI Impact of Plan ROI Impact of Measure 54

55 Media Current Communication & Outreach Methods Reactive versus proactive 55

56 #12: Vendors Market Segments (Current) Maintenance Services Food and Vending Services Program Management Services and Construction Management Services Consulting Services Financial Services Others as needed Desired Actions/Outcomes Bid on projects Objective Data Not Available Gaps: Profile of current vendors; types of talent/vendors needed Persuasion Info Categories Value proposition of working with the District/colleges Current Communication & Outreach Methods District Website 56

57 #13: Funders & Regulators Market Segments Chancellor s Office Accreditation Board Desired Actions/Outcomes Satisfaction with requirements being met High value for District/colleges Objective Data Gaps: Profile of each market segment and requirements Persuasion Info Categories Value proposition of District/colleges Innovations Board vision/strategic plan ROI How you exceed expectations Current Communication & Outreach Methods District Website 57

58 Recommended SCP See Attached Plan Target Audience Desired Outcomes Key Messages Proactive Communication Medium * Responsible Party Metrics Timeline Costs * Note: To address the wide scope of target audiences, FCM is recommending a redesign of the District s current website into a robust portal that houses multiple websites for the two campuses, the Workforce Institute, and the Foundation. The portal will allow for social media tools and the ability to respond quickly with updated messaging for each of the identified targets. (See remaining slides for portal recommendations). 58

59 District Portal Redesign Recommendations Homepage: Main Mural with rotating value propositions New tagline Entry points for EVC, SJCC, WI and Foundation websites Social Media: YouTube; Blog; Twitter Get the Latest Section 59

60 Transform Inspire - Innovate Contact Us Directories Search Site Language Selection About Us Community Innovations Business Faculty & Staff Facilities Human Resources Main Mural: Rotating Photos Rotating Value Propositions (as noted in SCP): Maximizing Resources Diverse Workforce Innovative Campuses Community Innovations Return-on-Investment Transform Inspire - Innovate Follow Us YouTube Channel News & Blog Feed Twitter Chancellor s Corner Video Update Insights from Congresswoman Lofgren s recent visit. Get the Latest Be Informed Accreditation Status Working smart to help you succeed (insert several lines of text) - More (links to full text) Budget & Financials Spending tax dollars wisely (insert several lines of text) - More (links to full text) Bond Measure Updates Investing in our community (insert several lines of text) - More (links to full text) Master Plan Implementation Your opinions count (insert several lines of text) - More (links to full text) Insert Tagline Here Insert Tagline Here The competitive advantage for regional businesses Investments that matter

61 Homepage About Us Community Innovations Business Faculty & Staff Facilities Human Resources Board of Trustees K-12 Initiative Administrative Services District Committees Maintenance Benefits Chancellor Business Opportunities Datatel User Group Measure G Employee Info Executive Team Fiscal Services Retirement Board Bond Projects Employment Opportunities Union Representation District Police Forms Policies and Procedures History & Mission Emergency Preparedness Holidays & Calendar Newsletter IT Services & Support MyWeb Pressroom Research & Institutional Effectiveness Webmail Risk Management

62 Consultant Contact Information Celina Shands Gradijan President/CEO Full Capacity Marketing, Inc Del Mar Heights Rd. #296 San Diego, CA (858) phone (858) fax Celina@FullCapacityMarketing.com Web: Questions or Comments? Contact Us! 62