Rogue Community College. Communications Audit and Recommendations presented by Propeller Communications November 21, 2008

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1 Rogue Community College Communications Audit and Recommendations presented by Communications November 21, 2008

2 Table of Contents Current Identity and Communications Brand Positioning Statement and Appropriate Messaging Logo Treatment and Co-Branding Hierarchy Osprey Symbol/Mascot Font Usage Color Palette Photography Style Layout/Composition Exterior Identity Signage Exterior Directional Signage Exterior Informational Signage Campus Maps Interior Directional/Informational Signage Student Informational and Gathering Spaces Web Site Class Schedule Main Phone Number Executive Summary

3 Current Identity and Communications External and Internal Print Communications Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 1

4 Web Site Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 2

5 Web Site Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 3

6 Web Site Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 4

7 Apparel and Recruitment Vehicle Graphics Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 5

8 Exterior Identity Signage Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 6

9 Directional Signage Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 7

10 Directional Signage Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 8

11 Interiors Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 9

12 Current Identity and Communications Findings As demonstrated in the previous pages, throughout current internal and external communication vehicles produced by various departments and campus locations, Rogue Community College (RCC) currently displays a multitude of messages and personalities. This plethora of messages has created mixed and confusing internal and external messages about RCC to its stakeholders. RCC is one college with three campuses. Although there are some unique geographic and architectural attributes at each location, there are many more common similarities that support the overall RCC identity that can be leveraged successfully throughout all of its campuses and centers regardless of media placement or message. Recommendations RCC must develop a set of visual identity and graphic standards that is thorough and yet easy to implement for compliance throughout the college. Standards regarding logo usage, naming conventions contact information will provide RCC with the basis for a consistent identity throughout its service area regardless of the RCC source. Additional recommendations follow throughout this document. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 10

13 Brand Positioning Statement and Messaging Findings RCC did not have a documented brand positioning statement prior to conducting the two brand positioning workshops. The current tagline Life s Best Lessons Start Here. was identified by internal stakeholders (faculty and staff) and discussed in both workshops. It was determined by the participating stakeholders that this tagline does not always have positive connotations nor does it accurately describe the educational experience/successes of RCC students. Also, RCC publications, advertising and Web presence utilized generic image messaging with inconsistent visual references and call to actions. Recommendations The current tagline needs to be retired completely. It does not possess enough recall or equity to serve RCC. Instead, a theme embracing the attributes identified by the stakeholders in both workshops will provide RCC with the foundation for a message that will better tell the benefits of an RCC education and personify the experience for each individual. Brand Positioning Statement Drafted by Workshop A RCC is a supportive community resource with dedicated faculty and staff that provides flexible learning opportunities to empower and enrich lives through traditional degree and university transfer programs, career/ technical training, academic advancement, and community education. Brand Positioning Workshop Drafted by Workshop B RCC is an accessible learning resource providing academic, career and personal opportunities through supportive faculty and staff who empower individuals and our community to succeed. Final Brand Positioning Workshop Developed by the RCC Marketing Task Force RCC is an accessible community resource with dedicated, supportive faculty and staff providing degree and university transfer programs, career/technical training, academic advancement and community education opportunities to empower and enrich lives. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 11

14 Using key attributes and emotional benefits identified by the stakeholders in each of the two workshops, synonyms for each final attribute are listed below: ACCESSIBLE: Affordable, Convenient Locations, Flexible Schedule/Hours of Operation, Accommodating, Financial Assistance, Distance Learning Delivery Methods, Academic Assistance RESOURCE: Respected, Knowledgeable, Convenient, Responsive, Responsible, Supportive, Valuable, Asset DEDICATED: Accessible, Accommodating, Proud, Inspiring, Encouraging SUPPORTIVE: Helpful, Caring, Nurturing, Hopeful, Encouraging OPPORTUNITIES: Social, Cultural, Professional, Educational, Economic and Personal Growth through Degree and University Transfer Programs, Career/Technical Training, Academic Advancement including Developmental Courses/Programs, GED, ESL, and Small Business Development and Community Education EMPOWER: Life Changing, Accomplished, Complete, Successful ENRICH: Social, Cultural, Professional, Educational, Economic and Personal Growth for individuals and the communities RCC serves Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 12

15 The recommended vehicle to effectively communicate the most meaningful attributes (strengths) of RCC is its student/alumni success stories. This will allow RCC to personify its benefits while acknowledging the faculty and staff efforts. RCC Profiles of Success allow each featured success to be individualized while concisely including many important messages including: Diversity of the Student Body RCC Programs/Careers with Good Earning Potential Articulation Agreements Dual Enrollment Distance Learning Financial Assistance Business Partnerships Supportive, Dedicated Faculty and Staff RCC Economic Impact on the Communities it Serves RCC Profiles of Success will be identified through faculty and staff recommendations, a call for profiles through the Web site, press releases and campus communications including the student newspaper. In addition to the students/alumni sharing their educational and career accomplishments through RCC, each student will be asked to name the RCC faculty or staff members that made a difference in his/her life. This will remove the subjective or political nature that can be associated with this process. The faculty and staff selections will be based on genuine personal experience of the students or alumni. It will also be important to identify with a caption or callout each student/alumnus and the accompanying faculty or staff member. We want the viewer to know this is a real person with a real-life story of success that included RCC. Following both 5-hour Brand Positioning Workshops, the RCC Marketing Task Force met to review the directives from the workshops. The process included an assessment of the publications, advertising and Web site produced by various college departments over the past academic year. The following recommendations are based on the directives from the two Brand Positioning Workshops and these discussions. These refinements need to be implemented across Rogue Community College to align the accurate visual and verbal messaging while leveraging its desired attributes. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 13

16 Logo Treatment and Co-Branding Hierarchy Findings The stakeholders identified the acronym RCC as the most popular and recognizable naming convention for the college. In its service area, its stakeholders do not refer to the college as Rogue Community College. Also, the current river logomark by itself did not possess accurate recall or significant equity according to the participating external stakeholders in comparison to the acronym RCC. Recommendations The RCC should be the main identifying mark for the college and should be set in Garamond, or a similar font, in a medium or bold weight. The use of the serif font will communicate the strong academics and collegiate qualities of RCC. It should be noted that RCC has utilized Garamond for its logo identity for both the RCC and Rogue Community College. However, it has not been done consistently for all logo usage. The river logomark does have historical significance for Rogue Community College. It is recommended that the logomark be updated by following some of the directives from both brand positioning workshops. The gradation should be eliminated to make the logomark more current and provide for consistent reproduction. The heavy rounded corner enclosed square border should be lightened. It should be replaced with a lightweight border that utilizes the thinnest line weight from the Garamond-set RCC. This will ensure that as the logo unit reduces or enlarges in size, the integrity of the thinnest line weight remains consistent and intact. The river should be allowed to flow out of the logomark. A sense of movement was cited by the stakeholders and this will naturally fulfill that directive. These modifications allow the logomark to embrace the foundational strength from the weight of the trees and mountains, softens the overall shape and opens the shape with the river on the bottom. All of these refinements aid the logomark in communicating the strength of RCC as an educational institution while balancing the endless opportunities and friendly, supportive environment while respecting it from a historical standpoint. Logomark Finding Logomark Recommendation Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 14

17 Rogue Community College can be placed center on center under the river logomark and RCC stacked vertically. It can also be justified left to right under the river logomark and RCC logotype to provide both vertical and a horizontal orientations for the complete logo. RCC Rogue Community College For co-branding purposes, a rule with the campus, center, or department name typeset in all caps in Optima will be placed under the official college identity. When promoting overall college services or programs, all three of the campus names in alphabetical order are to be placed under the logo or be included with contact information in close proximity to the college identity. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 15

18 The river logomark must never be used alone as it does not have a strong enough tie to RCC for external recognition. RCC could possibly move to retire the river logo, placing a stronger emphasis on the RCC acronym. The official college logo may by produced in 100% of PMS293C Blue or PMS300U, 100% black or reverse to white out of a color bar of the PMS293C, PMS300U. It is also acceptable but not preferred for the logo to reverse out of 100% color bar of any of the primary or secondary palette colors. RCC Rogue Community College Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 16

19 RCC Symbol/Mascot Findings There was also no equity found in any of the current osprey logomark renderings. In addition, the multiple renderings of the osprey logo/mascot has attributed to the confusion when the stakeholders were asked to recall the actual logo/mascot. Recommendations Based on the logo/symbol rendering style selected by the stake holders, the osprey rendering found at the bottom of the RCC home page is an acceptable treatment. However, a simplified rendering for the osprey in a style similar to the logo selected in the brand positioning workshops is suggested as the most appropriate depiction for RCC. This style may be more memorable while capturing the strength and sense of movement. The open illustration style, not contained within a shape, also expresses the supportive and approachable nature of RCC. However, the osprey is only a supporting spot illustration and should never be used in conjunction with the college name or as representing the official college logomark. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 17

20 Font Usage Findings RCC has typically used the sans serif Agenda for its main font for headlines and body copy. Trebuchet, an embellished heavy sans serif has also been used on the Web site along with the san serif Arial. Departmentally produced collateral, advertising and signage have utilized various fonts beyond these three including Times and Times New Roman. Recommendations In concurrence with the stakeholders, the use of Optima, or a similar sans serif font (Arial may be substituted based on similar line weight and character cut for Web use only) is appropriate for all headlines and subheads in RCC publications, advertising, and for its Web presence. The softer Optima allows RCC to communicate its attributes of providing a supportive environment with dedicated faculty and staff. Optima is a classic sans serif that possesses some embellishment, which has a more collegiate feel while maintaining the desired qualities of human interaction at RCC. The use of the timeless serif Garamond, or a similar font (Times or Times New Roman may be substituted for Web use only), in body copy provides the balance needed to communicate the quality of RCC as an institution of higher education. Garamond aligns with the strong foundation and academic character of RCC. Optima Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Arial (Substitute for Optima in Web Site Usage Only) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 18

21 Garamond Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Times New Roman (Substitute for Garamond in Web Site Usage Only) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 19

22 Color Palette Findings RCC has used a very dark and saturated palette of colors in publications and advertising consisting primarily of dark blue, forest green and burgundy. In addition, screens of these dark colors are frequently used creating a pastel appearance. A very different palette has been featured in Web site development. Overall, color use is inconsistent. Recommendations The stakeholders in both of the brand positioning workshops selected similar colors for RCC visually aligning with the key attributes of the college. These colors represent a fresh and varied palette for RCC. It is recommended that RCC designate the use of the college s current school color of dark blue (PMS293C/300U) for the official college logo only. The recommended palette hierarchy is as follows: Logo Dark Blue PMS 293C/300U Primary Palette Medium Green PMS 7482C/354U Secondary Palette Orange Yellow PMS1225C/115U Dark Red PMS1805C/1795U Violet Red PMS228C/221U Violet PMS2613C/2593U Red Orange PMS1655C/1655U Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 20

23 In support of Oregon s Career Pathways, the RCC color palette may be used accordingly to begin a color-coding system for RCC collateral, advertising and departmental usage. Medium Green Agriculture Food and Natural Resource Systems Agriculture Environmental Services Food Science and Processing Natural Resources Management Orange Yellow Arts, Information and Communications Information and Communications Technology Publishing and Broadcasting Visual, Performing and Media Arts Dark Red Business and Management Business Information Systems Business Management and Administration Finance Hospitality and Tourism Marketing Violet Red Health Services Health Administration and Support Services Health Diagnostic and Therapeutic Services Health Research and Biotechnology Violet Human Resources Criminal Justice and Corrections Education and Related Fields Family, Community and Social Services Fire and Emergency Services Legal Services Social and Governmental Service Red Orange Industrial and Engineering Systems Automotive and Heavy Equipment Technology Computer Systems Construction Engineering Manufacturing Transportation Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 21

24 Photography Style Findings RCC photography has no consistent look. Most images are photographed with a journalistic style using available light with subjects looking away from the camera. Quality varies but most images appear amateurish with low quality, no attention to composition and poor lighting. Recommendations RCC must adopt a consistent photographic style and immediately begin to build a library of images that feature RCC students, alumni, faculty and staff. Whether shot by staff photographers or contracted commercial photographers, all images must be captured with the same set of directives. As indicated by the stakeholders in the two workshops, photography must be cropped from the waist up to as tight as concentrating on the neck up. Subjects must be looking into the camera to draw the viewer in. A positive, confident facial expression must be captured. A soft play of light and shadow is important so that images do not look flat or too harsh. Images must capture a genuine moment of learning, accomplishment or human interaction and not appear posed or stiff. Soft focus should be used to keep the subject matter sharp and clear. Backgrounds need to be kept simple and yet not a mere blank white or gray wall. Locations, indoors or outdoors, should be vaguely recognizable and add to the dimension of the image. As the RCC stakeholders stated, photography featured will carry the weight of the messaging for RCC in its advertising, publications and web presence. The compilation of accurately directed photography has to be a top priority of RCC for its future marketing communications. Photography Finding Photography Recommendation Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 22

25 Layout/Composition Findings Because there are a multitude of individuals throughout RCC currently authorized to produce publications, web pages, advertising and signage, communications for RCC are inconsistent in layout, composition, content prioritization and logo usage. Although some guidelines do currently exist, it appears that each individual can elect to interpret or ignore them. This has created a less than desirable external perception of RCC. Stakeholders referred to the college as having multiple personalities due to the inconsistency of quality RCC is projecting. Recommendations For all publications, forms, advertising, signage and Web site templates, RCC must adopt a consistent grid to base all content placement. A five or three column grid (preferably three column grid for RCC) inclusive of margins and gutters is highly recommended to assist with the development of all marketing communications. As shown by the layout compositions selected during the workshop, RCC must leverage its new student centric photography to carry the weight of the desired emotional messaging. Full bleed, full color student, or student with RCC faculty or staff member, photography needs to be the dominant visual on all schedule and catalog covers, viewbooks and recruiting tools, the RCC Web site, student service and academic brochures, all print advertising, direct mail, etc. A call to action will always be present but be secondary to the student success story we are featuring. Testimonial copy needs to be concise and to the point. All individuals photographed must be accurately identified. For RCC faculty and staff, their title or position at the college must be provided. Language should be concise and simple. Negative space should be used to provide a clean, bright message. Minimal copy should flow through the ad over the image leading your eye down toward the call to action and RCC logo sign-off. All contact information must be included at the bottom of the ad. As shown in the sample ad provided, the call to action, contact information and logo may be contained in a color bar forming the foundation at the bottom of the ad, This will also provide an opportunity to bring in the various colors from the RCC palette. Printed materials need to be on a coated paper to ensure ink holdout and optimize the all photography, especially photography featuring RCC students, faculty and staff. Black and white photography, duotone treatments of photography and uncoated papers should be avoided whenever possible as they compromise the message of quality for RCC. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 23

26 Ad Layout Recommendation Thanks to RCC, I will be transferring to SOU with a full scholarship. Randy Clifford, RCC Graduate, Computer Programming Spring Classes start March 30 at Rogue Community College. Call today or visit us at Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 24

27 Exterior Identity Signage Findings RCC exterior identity signage varies by location. Font usage, substrates and color schemes range from outdated and weathered to classic and well constructed. Recommendations The exterior identity signage used at the Table Rock Campus and the RCC/SOU HEC provide a solid guide for new signage at both the Redwood Campus and main entrance for the G Building at the Riverside Campus. The overall design of both signs, freestanding and wall mounted, are timeless in their appearance and construction. Illuminated and easy to read, the signs accurately represent the strong academic attributes of RCC. Incorporating the use of Garamond and Optima, as addressed in the logo and typography sections of this audit, will compliment the overall simplicity of the sign s design elements. Exterior Identity Findings Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 25

28 Exterior Identity Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 26

29 Exterior Directional Signage Findings Having had the chance to visit all three campuses during the audit, I experienced first hand what a prospective student to each campus encounters. Based on the directional signage provided, or not provided in most cases, it was difficult to know exactly where to park and where to go for student enrollment information. Even the street signage was not always clear. For example, coming in from either direction to the Redwood Campus was confusing. The directional signage on the winding road up to campus was often hard to see or not clear as far as which turn to take. When there were maps posted, they were not in the most convenient or intuitive locations and were easily missed. They contained too much information for directional purposes. It is also obvious that changes have taken place on the campuses as signage entries have been crossed out, painted over or are still incorrect. Recommendations Exterior Directional Signage guides visitors to each campus who are unfamiliar with the location of buildings, spaces, or functions. The aim is to have as few signs as possible, each with clear and consistent graphics, typography, and message. The placement of signs is likewise intended to be consistent across the campus(es), and ordered to maximize effectiveness. Signs are placed perpendicular to roadways oriented for visibility. On each sign, destinations should be ordered according to the following criteria: 1. Proximity to the sign. 2. Importance of the destination to visitors, taking into account the amount of visitors each destination will receive. 3. Creating linked directional signage: It is important to provide sequential, line-of-sight linkages, especially if a change in direction is required to reach the destination. Utilizing the recommended monument signage found outside the RCC/SOU HEC and Table Rock Campus, RCC would serve visitors and students to their campus by erecting free standing illuminated monument signage with simplified reference to relevant locations such as visitor parking, student parking, student enrollment center or student information center, bookstore, administration, auditorium, concert bowl, etc. with directional arrows along side the entrances to the campuses. Multiple signs confirming directions will be useful along the roadways to and on the Redwood Campus. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 27

30 Exterior Directional Signage Findings Exterior Directional Signage Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 28

31 Exterior Informational Signage Findings RCC exterior building informational signage varies by location. Font usage, substrates and color schemes range from building to building and campus to campus. Recommendations The frosted vinyl cut lettering found on the exterior door glass at the RCC/SOU HEC is a clean way to quickly identify building names and departmental information. In addition, exterior posted signage in keeping with the simplified approach of the other recommended exterior signage is proposed. Etched metal plaques or metal holders/frames with and applied black vinyl lettering for building information is recommended. Exterior Informational Signage Findings Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 29

32 Exterior Informational Signage Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 30

33 Campus Maps Findings Again, once on the Redwood and Riverside campuses, it was difficult to know where each building was located and what departments were in each building. The campus maps at the Redwood Campus were found, or hard to find in my case, tucked off the walkways in obscure locations instead of on the main thoroughfares. Recommendations Campus maps are to be located at strategic entry and gathering points on campus, to provide a comprehensive guide to all campus buildings. Maps are oriented in the direction of viewing for ease of way finding. A graphic symbol indicating a disability accessible entry route should also be provided on the campus map signage. The exact maps found on the physical campus signage need to also be available on the RCC Web site and in a handout format to assist students, faculty and staff in locating classroom buildings, administrative offices, and academic functions. A combination of the recommended monument sign construction and the interior map signage found at the Table Rock Campus and inside the RCC/SOU HEC would serve RCC visitors and students well. An illuminated two-sided monument sign with the addition of an illuminated clear encased panel to securely post current versions of the campus maps with you are here clearly marked should be strategically placed along outdoor walkways on the Redwood and Riverside campuses. Building keys should list departments found in each building not just the name or Alpha code for the building. This approach would allow a cost effective way to keep maps current and clean. Campus Maps Findings Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 31

34 Campus Maps Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 32

35 Interior Directional/Informational Signage Findings RCC interior building directional informational signage again varies by location. Font usage, substrates and color schemes range from building to building and campus to campus. Even within a single building directional signage is not consistent. Signs are not strategically located within buildings. Recommendations The interior signage of the RCC/SOU HEC is recommended for all RCC campuses and buildings. This approach is clean, legible and timeless. The materials used are easily maintained and updated. The system located throughout the HEC is well thought out and with good accessibility. Interior Directional/Informational Signage Findings Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 33

36 Interior Directional/Informational Signage Findings Interior Directional/Informational Signage Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 34

37 Interior Directional/Informational Signage Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 35

38 Student Informational and Gathering Spaces Findings The interior spaces for student information and student gathering lack consistency. Signage, paint colors, furniture vary from old and tired to clean and classic. Main entrance interiors are either sparse as in the case with Table Rock or so busy that directional signage is either hard to detect or placed in available space that is not readily accessible. Recommendations The exterior of the student center at the Table Rock Campus and the first floor entrance of the RCC/SOU HEC are examples of welcoming student spaces. Consistent interior signage as discussed in a previous section, a common color palette for paint, removing clutter and simplifying the spaces with similar classic furniture styles will allow RCC to project its brand consistently inside each of its buildings and on each of its campuses. Student Informational and Gathering Spaces Findings Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 36

39 Student Informational and Gathering Spaces Findings Student Informational and Gathering Spaces Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 37

40 Web Site Findings The RCC Web site does not utilize the same cascading style sheets throughout all levels of the site. There is an obvious diversion to the RCC brand upon entering the academic department pages and the Distance Learning section of the site. Upon conducting student usability testing, the site is not organized in a user-friendly manner and does not prioritize content based on relevance to prospective and current RCC students. The site s user interface does support many of the directives from the brand positioning workshops. However, the overcrowding of the home page and the verbose use of text throughout compromise the Web site. Recommendations As a result of the student usability testing and the strategic marketing planning sessions, the following improvements to the RCC Web site are recommended starting from the top of the home page: 1. Change the main college domain to roguecc.edu with also linking to the main college web site. Chose a new domain or variation for intranet and all other login purposes i.e. roguecc.edu/intranet. Eliminate the need for the directory page when specifying roguecc.edu. Make the main domain more student centric and not faculty and staff centric. 2. Eliminate the ancillary navigation at the top of the page. 3. Keep time and date bar. Move above new Search box. 4. Change Espanol to include welcome in every foreign language at RCC with link to translated getting started information. 5. Replace the small Search icon with the universal search box in the upper right hand corner of the page. 6. Modify Quick links list in alpha order and maintain list based on Web Tracking statistics. Eliminate need to hit Go button upon selection of a Quick link. Move Quick links to below new Search box. 7. Move the Site Map to the ancillary navigation at the footer of the home page 8. Use new RCC logo. 9. Eliminate the tagline. Move main RCC phone number to this location. 10. Eliminate the Oregon map and possibly add it to the Maps/Directions landing page. Replace with color box coordinating with Profiles rotation for student/alumni and mentor identification. Add a More Info link to access additional information about the student/alumni and mentor. 11. Eliminate Rogue at a Glance. Incorporate On-Line Viewbook in About RCC and the Getting Started Landing Page. Use this space for continuation of the aforementioned color box and content. 12. Maintain a rotation of at least six Profiles of Success portraits featuring one of the 15 academic areas to be featured in identifying the alumni/student and RCC mentor. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 38

41 LEFT HAND COLUMN 13. A-level navigation has to be either audience driven or topic driven. Right now it is a combination, which makes it confusing. Suggestion is to make it topic driven. Suggested A-level navigation in alpha order: About RCC Academic Calendar Academic Programs & Departments Community Education Degree and Certificates Employment at RCC Faculty & Staff Directory Financial Aid Foundation/Giving to RCC Getting Started at RCC Maps & Directions Scholarships Student Services Workforce Training 14. Eliminate Disability Service graphic icon. Move to ancillary navigation with graphic link in footer content. 15. Add an attention grabbing graphic type treatment icon Getting Started at RCC. 16. Move Student Resources Graphic Icon and Text to left column and rename MyRCC. 17. Keep WebCT (Angel) Graphic Link in its current position and eliminate graduate graphic. In its place have the larger WebCT or ANGEL type treatment with the descriptive Online/Distance Learning underneath. 18. Add graphic icon for SBDC Small Business Development Center. Link to its landing page. HOME PAGE CENTER 19. Add graphic icon for Register Now! Classes begin to promote the current session for registration. Link to on-line registration. 20. Change the verbiage of Class Schedule-Registration to Credit and Non-Credit Class Schedules. 21. Eliminate The Byline section and integrate into Student Services section under Student Life. 22. Change Events Calendar to Calendar of Events with Graphic Icon and link. 23. Change News to RCC News with RSS Icon Link and feature top five headlines for the day inclusive of events, deadlines, news, etc. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 39

42 RIGHT HAND COLUMN 24. Change Heading of Career Exploration to Career Base Camp. Make type link to Career Base Camp landing page. Lengthen Graphic Box. 25. Link to quiz on Career Base Camp landing page. Edit copy to: Need help deciding on a major or career? We can help. Click here. 26. Move Support to ancillary navigation at footer. Rename as Help. 27. Eliminate e-tools redundant with Quick links. ANCILLARY NAVIGATION/FOOTER 28. Include main RCC phone number and mailing address. 29. Position equal opportunity statement under ancillary navigation. 30. Ancillary navigation to include in alpha order: Contact Us Disability Services Disclaimer Help Human Rights Site Map Web Site Support 31. Keep Osprey rendering. 32. Keep copyright. Try to keep as much of the home page content above the fold as possible. The second level and subsequent levels of the CSS used by all RCC departments should maintain the header but replace the rotating Profiles of Success with a series of five square cut RCC college experience photos that change on every page based on page content. The name of the department should be positioned below in a color bar the same length as the series of photos. The center area can include minimal text announcing new programs, sections, hires, upcoming events, deadlines, general information about the area of study or service, etc. Right hand navigation should remain the same throughout the site with the addition of the Career Base Camp icon link now above the SBDC icon/link. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 40

43 The left hand column should contain a common architecture for each department starting with contact information followed by a departmental navigation that includes relevant links in alpha order such as: Degrees & Certificates Faculty & Staff Directory (Staff Directory) FAQ s News & Events The departmental right hand navigation will vary but should remain as concise as possible and always in alpha order. The RCC Web site should utilize the color palette and other directives from the brand positioning workshop. Academic department color-coding that mirrors the suggested color-coding based on career areas is recommended to provide a cohesive methodology to all advertising, publications and Web presence. The voice of RCC is welcoming, friendly and knowledgeable. Narrative should be written in the first person. All copy must be concise and brief. Use bullet points wherever possible instead of paragraphs of text. Incorporate apparent relevant hot links within the text for scanning purposes. RCC would possibly benefit from the integration of a Content Management System to maintain user interface consistency throughout the entire site and to allow departments to make their own timely data updates minimizing bottlenecks. Web Site Findings Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 41

44 Web Site Findings Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 42

45 Web Site Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 43

46 Class Schedule Findings RCC credit class schedules are a valuable and recognizable marketing tool for the college. The newsprint cover minimizes the perceived quality of RCC as an academic institution. The cover often features poor photography representations of students. The organization of the class schedule is not conducive to the way students actually use the schedule. Content is verbose and often redundant. Recommendations Based on the student usability testing and strategic marketing plan, the following recommendations start from the front cover and work through the current schedule format. COVER 1. Upgrade to a gloss coated paper stock to improve ink holdout and the quality of photo reproduction. Print four-color process both sides. 2. Feature a large color photo of a Profile of RCC student/alumni Success and their RCC mentor. Caption student name, area of study, college transfer or hiring company. Caption mentor name and position at RCC. 3. Schedule of Credit Classes should be header identifying corresponding session(s) in large color bar. 4. Include large call-out violator for the start date of classes and to announce any new programs or service offerings. 5. Include new RCC logo in lower right corner with RCC main phone number and roguecc.edu URL. INSIDE FRONT COVER 1. Short letter from the president with photo. Letter should focus on new programs, improvements to better serve students and community, services ensuring student success, and positive impact RCC has lives of students. 2. Expanded story about featured student and mentor. PAGE 1 3. Table of Contents/Index In alpha order, not by page number, including only most relevant topics using the same verbiage as RCC Web site navigation/quick links. Double check that each page number corresponds correctly. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 44

47 PAGE 2 4. Academic Calendar Use same calendar as on RCC Web site. PAGE 3 5. Include Getting Started Steps from RCC Web site on top of this page and Integrate Contact Phone Numbers. PAGE 4 6. Move How to Read RCC Schedule from Page 27 to this location. 7. Move Location Chart from Page 26 underneath. PAGE 5 8. Move Credit Course Page Listings from Page 25. PAGE 6 through All Class Listings 9. Start class offerings. Include page content guide in trim tab i.e. Academic Skills to Art, Art to Automotive Technology, etc. 10. Reprioritize sequence of listing to be: Course/Name/Days/Time/Instructor/Place/Cr/Hr/Cost/Sec/Notes 11. Incorporate See Page? for notes or See Below for notes for each set of courses. 12. Keep separation by campus location. 13. Keep NEW icon. 14. Shade bar and use moon icon for classes after 5:00 p.m Use Distance Learning instead of Distributed Learning. 16. Reorganize Telecourses through OIT to make cohesive with overall class schedule flow. 17. Do not use heading Continuing Education for OIT. After Class Listings 18. Move all current narrative pages to after Class Listings. PAGES Move campus maps to these pages. INSIDE BACK COVER 20. RCC Board Members and Foundation information. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 45

48 BACK COVER Use this prime space to promote the RCC college experience with same style row of square cut images like on Web site. Promote the Career Base Camp and upcoming career, financial aid and university transfer events hosted at RCC. Cross-market Community Education, Workforce Training and SBDC. Either use two colors throughout the newsprint body of the schedule or just use black throughout. The credit class schedule should be mailed to target carrier routes with household residents age with or without a high school education. Class schedules should be mailed to homes only and not to PO boxes. An oversized postcard with preprinted Profile of Success front announcing the availability of class schedules and pick up locations, as well as the URL for the online class schedule, should be mailed to all other households and PO boxes in the RCC service area. Class Schedule Cover Recommendations Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 46

49 Main Phone Number Findings RCC publishes multiple phone numbers as its main contact number. Through the Secret Shopper experience, it was learned that depending on who produced a publication or promotion or which campus they work at, RCC publishes various phone numbers and does not have a single call center or means of handling calls consistently throughout the district. Recommendations RCC must secure a single local toll free phone number that can accommodate incoming inquiries for the entire college. Trained individuals at a single call center would handle all incoming calls to this phone number. This all college phone number would be published for all recruitment efforts, as the main phone number in local phone directories and on the RCC Web Site. This move would allow RCC to control the consistency and quality of its phone inquiry handing process. It is recommended that a live person actually answer all incoming phone calls and transfer the call if the individual cannot assist the caller. The current phone system throughout the district must be able to handle the transfer of calls from the single call center. By publishing one main phone number throughout the district, RCC will be able to track the volume of incoming phone calls through provided phone records during enrollment campaigns to help measure the effectiveness of marketing activities. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 47

50 Executive Summary Findings RCC s past marketing communications do not consistently demonstrate the impact that RCC has on the lives of its students and on the economy of its service area. As discussed in the previous section of the audit, the use of RCC student success stories will accurately portray this impact and personalize RCC with a more memorable approach. But to be effective, this approach must be embraced by all departments and on each RCC campus. Due to downsizing of the Marketing Department, marketing activities are the responsibility of many departments at RCC. This has caused disjointed, often conflicting, messages about RCC in both internal and external communications. Recommendations In order to have a successful marketing effort, RCC leadership must support college collaboration and compliance to identity standards, key messaging vehicles, creative concepts, etc. This compliance must be throughout all RCC campuses and all academic and student service departments including the college bookstore and the RCC branded clothing and materials offered there. The leadership must discourage individual department marketing efforts that do not reflect the key attributes of RCC and its quality as an academic institution. It must also authorize the Marketing Department to review all forms of external communication (any form of communication to current RCC students, prospective students, feeder high school faculty and staff, the business community, academic partnerships and the community at large) to ensure accuracy and consistency in the quality of the messaging for RCC. A community college the size of RCC from a student headcount and service area perspective must consider increasing its Marketing staff to include a full-time graphic designer and full-time copywriter in addition to the marketing director and department secretary. As itemized and anticipated in the preliminary marketing communications budget for , the scope of work and hourly costs to contract these individuals part-time as-needed may greatly exceed the investment and value of having these qualified individuals dedicated full time to the marketing efforts of RCC. Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com 48

51 Communications 3317 West Here To There Drive Desert Hills, AZ t f propcomm.com