Lassen Community College Marketing and Public Outreach Non-Inructional Program Review

Transcription

1 Lassen Community College Marketing and Public Outreach Non-Instructional Program Review 2010 Executive Summary The function of marketing and public outreach is still in transition from the Student Services Department to the Resource Development Department. The Lassen Community College marketing and public outreach efforts are intended to help the college reach its annual student enrollment goals, provide informational materials to students and the community and to assist in meeting Strategic Goal #6: Community Leadership-Provide an environment that supports, partners and leads in the development and implementation of community initiatives Marketing efforts often synchronize and complement other college outreach efforts including those of the, EOPS, Kinship, Financial Aid, Child Care and others. Additionally media ads are coordinated by this department, purchased in bulk and divided amongst the programs that need them. This process of working with the media is efficient, as it saves district resources. Part of the marketing and outreach efforts involve graphic standards. The graphic standards committee assists in the development and advancement of marketing materials to promote the College s academic and career programs, as well as other special programs and services designed to help students towards the goal of academic success. These efforts significantly influence the college s public image. This office also works with the College President and College Foundation to arrange/plan luncheons and community events that will lead to community initiatives. All of these efforts help accomplish stable enrollment, which help to generate the maximum level of State apportionment funding necessary for the continued smooth operation of the College and its services. Prioritized Recommendations from Sections Transfer marketing budget from Student Services to Resource Development effective the year. 2. Change Student Learning Outcomes 3. Develop a communication plan 4. Develop a marketing plan 5. Update the Graphic Standards Manual with launch of new logo in cooperation with the Graphic Standards committee

2 6. Develop a system for tracking campus advertising needs using a Gantt chart 7. Combining advertising efforts 8. Relocate student worker

3 Lassen Community College Marketing and Public Outreach Non-Instructional Program Review 2010 The goals of the Lassen Community college marketing and public outreach efforts are to educate the public as to programs and services provided by the college. Objectives include the following: 1. Provide accurate timely information to the public 2. Coordinate the development and presentation of a consistent institutional image to the public 3. Apprise the public regularly of individual and group successes on campus 4. Provide opportunities for joint community-college events Currently marketing and public relations efforts are not defined and are somewhat sporadic. There is an interim Graphic Standards Manual that is not detailed enough to establish consistency in printed material across campus; therefore, the efforts still seem fragmented. Recently the topic of public relations has been added as a standing item to the President s Cabinet agenda to discuss important topics and ensure they are reported correctly. Additionally the Director has established a good rapport with the local media, which has increased the College s presence in these venues. Some of these efforts are working well and have improved the College s image. However, the look and message on and off campus still seem to be inconsistent. This Academic year marketing efforts will be broken down into three components: Communication Plan, Graphic Standards and Advertising. All of these efforts are crucial for the consistency and continuity of the college s message. 1. Develop a communication plan 2. Update the Graphic Standards Manual with launch of new logo in cooperation with the Graphic Standards committee 3. Streamline advertising efforts

4 Outside Compliance Issues There are compliance issues that must be taken into consideration when advertising and developing marketing materials. What compliance issues? Currently in collaboration with the graphic standards committee the Director ensures that proper procedures are being followed. As of now this process seems to be working well, but as marketing efforts expand there will need to be additional procedures. 1. Establish a marketing plan Student Learning Outcomes 1. Demonstrate the ability to obtain information using various marketing tools including the website to achieve success. 2. Demonstrate brand recognition to achieve allegiance and increase persistence. The adopted Student Learning Outcomes are difficult to evaluate. 1. Change Student Learning Outcomes to: o Increase the College s visibility within the community as a result of marketing and outreach o Increase brand recognition through marketing and outreach Personnel and Support Services Marketing and outreach efforts are housed within the Department of Resource Development. The staff consists of one employee. The Director allocates approximately.3 FTE toward these activities. Additionally the department receives support from student workers.

5 Marketing has an indirect impact on all six of the organizational strategic goals. The workload is more than.3 FTE and a student worker can accomplish to successfully meet organization goals. 1. Create a marketing plan to more concretely access the organizations needs, expectations and required staff Facilities/Equipment The Department of Resource Development is located in Administrative Services. The department is comprised of one office. The equipment within the office has two computers, and a printer. Staff shares a copy and fax machine with the office of instruction. The current setup is cramped and doesn t allow for the Director to have private conversations with other administrators, foundation board members or potential donors. 1. It is recommended that a different workspace be provided for student workers. Budget The Department of Resource Development doesn t currently have a budget for marketing. The marketing budget is still located within Student Services. The Director is also the Director for the College Foundation. The Foundation has a budget that is managed by an outside accountant. However, having the foundation and marketing responsibilities within the same department is very efficient for co-sponsored marketing and outreach efforts. It makes it difficult for the Director to establish a yearly work plan and streamline advertising efforts without having control of the budget. Several opportunities to combine advertising opportunities have been lost because there are too many separate pots of advertising dollars.

6 1 Transfer marketing budget from Student Services to Resource Development effective the year. 2. Develop a system for tracking campus advertising needs using a Gantt chart Summary and Prioritized Program Recommendations The function of marketing and public outreach is still in transition from the Student Services Department to the Resource Development Department. The Lassen Community College marketing and public outreach efforts are intended to help the college reach its annual student enrollment goals, provide informational materials to students and the community and to assist in meeting Strategic Goal #6: Community Leadership-Provide an environment that supports, partners and leads in the development and implementation of community initiatives Marketing efforts often synchronize and complement other college outreach efforts including those of the, EOPS, Kinship, Financial Aid, Child Care and others. Additionally media ads are coordinated by this department, purchased in bulk and divided amongst the programs that need them. This process of working with the media is efficient, as it saves district resources. Part of the marketing and outreach efforts involve graphic standards. The graphic standards committee assists in the development and advancement of marketing materials to promote the College s academic and career programs, as well as other special programs and services designed to help students towards the goal of academic success. These efforts significantly influence the college s public image. This office also works with the College President and College Foundation to arrange/plan luncheons and community events that will lead to community initiatives. All of these efforts help accomplish stable enrollment, which help to generate the maximum level of State apportionment funding necessary for the continued smooth operation of the College and its services. Prioritized Recommendations from Sections Transfer marketing budget from Student Services to Resource Development effective the year. 2. Change Student Learning Outcomes 3. Develop a communication plan 4. Develop a marketing plan 5. Update the Graphic Standards Manual with launch of new logo in cooperation with the Graphic Standards committee

7 6. Develop a system for tracking campus advertising needs using a Gantt chart 7. Combining advertising efforts 8. Relocate student worker