accca 2008 - Association of California Community College

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Transcript accca 2008 - Association of California Community College

Stay On The Wave:
What Chancellors And Presidents
Need To Expect From Marketing
Today!
Thursday, February 21, 2008
2:15pm To 3:30pm
Meet The Presenters
 Clarence
Brown
 Director,
Marketing & Communication
 Mt. San Antonio College
 Kathi
J. Swanson, Ph.D.
 President
 CLARUS
Corporation
Purpose Of Session
 As
The Key Leader In Your
Organization, Your Staff Looks To You
To Provide Marketing Direction
 With Ever-Changing Technology Needed
To Reach Your Markets, How Do You
Provide Direction For Staff?
Goals For Session
 Evolution
Of Marketing In Community
Colleges
 Defining Strategic Marketing
 It’s
Not All About Advertising
 Administrative
Support Needed For
Marketing
 In A Perfect
World, From The Perspective
Of A Marketing Director
Evolution Of Marketing
In Today’s Community Colleges
Marketing Continuum: Phase I
Beginning Marketing
Public Information
Director
News Releases
Special Events
Marketing Continuum: Phase II
Public Information Plus Publication
Publications
News Releases
Special Events
Public Information
Marketing Continuum: Phase III
Add Advertising
Publications
News Releases
Special Events
Public Information
Advertising
Marketing Continuum: Phase IV
Marketing Orientation
Marketing
Market Assessment
Public Information
Special Events
Publications
Advertising
Strategic Plan
Marketing Continuum: Enrollment
Management Conflict
Student Services Dean/
Vice President
Enrollment Management
Director
Instruction/ AA
Marketing
Community Relations
Retention
Market
Assessment
Recruitment
Public Information
Special Events
Publications
Advertising
Strategic Plan
Marketing Continuum: Enrollment
Management
Enrollment Management/ Marketing
Student Services
Dean/
Enrollment
Management/
Vice
President
Marketing
High School Market Segment
Team Leader
Dean Or Director
Adult Market Segment
Team Leader
Dean Or Director
Business And Industry Segment
Team Leader
Dean Or Director
Market Assessment
Institutional Research
Marketing
Advertising
Publications
Public Information
Recruitment
Student Services
All Admissions Functions
Registration/ Business Office
Retention
Faculty Representatives
Assessment
Marketing Continuum: Electronic
Conflict
Administration
Marketing
Community Relations
Student Services Dean/
Vice President
Information Technology/
Web Site
Enrollment Management
Director
Instruction/ AA
Market
Assessment/
IR
Recruitment
Retention
Public Information
Special Events
Web Site
Publications
Advertising
Strategic Plan
Marketing Continuum: Electronic
Enrollment Management/ Marketing
Information
Technology
Student Services
Dean/
Enrollment
Management/
Vice
President
Marketing
Webmaster
High School Market Segment
Team Leader
Dean Or Director
Adult Market Segment
Team Leader
Dean Or Director
Business And Industry Segment
Team Leader
Dean Or Director
Market Assessment
Institutional Research
Marketing
Advertising
Publications
Public Information
Recruitment
Student Services
All Admissions Functions
Registration/ Business Office
Retention
Faculty Representatives
Assessment
Issues To Address
 Committee
Structures
 Multiple Plans In An Organization
 Recruitment
Plan
 Advertising Plan
 Retention Plan
 Information Technology Plan
 Organizing
For Success
Defining Strategic Marketing
Strategic Marketing Issues
 Who Are
The Clientele?
 Where
Do They Come From?
 How Do They Use The Institution?
 What Are Their Lifestyle Characteristics?
 How Many Submarkets Are There – The
Traditional Student Market, Adults, Employers,
Transfer Students, Etc.?
 Which Ones Have The Most Potential For
Growth?
 Define
Market Segments
Meet The Generations
 Generation
i Or M
 Elementary
 Generation Y (1977 To
 High
2000)
School Market
 Generation
X (1961 To 1981)
 Working Adults
 Boomers
 Matures
 Retirees
(1946 To 1964)
Key Enrollment Variables
 Age
 High
School Segments
 Concurrently
Enrolled/ Dual Credit
 19 And Younger
 20 To 24 Years Of Age
 Adult
 25
Market Segments
To 34 Years Of Age
 35 To 44 Years Of Age
 45 To 60 Years Of Age
 61 And Older
Segment Percent Of Enrollment:
All College
Market Segment
Dual Enrollment
19 And Younger
20 To 24
25 To 34
35 To 44
45 To 60
61 And Older
Total Students
Fall 2004
4.6%
26.8%
38.6%
13.6%
7.7%
7.4%
1.3%
10,347
Fall 2007
8.2%
32.3%
29.1%
11.1%
6.9%
10.6%
1.9%
10,804
Segment Changes: All College
Fall 2004 To 2007
Market Segment
Full-Time Part-Time
Dual Enrollment
-52.5%
29.5%
19 And Younger
20 To 24
25 To 34
35 To 44
22.0%
-7.6%
-11.7%
-29.7%
-20.3%
18.6%
-24.9%
-22.9%
45 To 60
61 And Older
-22.4%
-16.7%
10.7%
55.8%
-7.2%
15.0%
Total
Overall 4.4%
Strategic Marketing Issues
 What Are
The Program Priorities?
 What
Programs Have Increasing
Enrollments?
 What Programs Have Declining Enrollments
And May Need To Be Repackaged To Meet
The Needs Of Employers And Students?
 What Are New Program Areas To Be
Explored?
 Define
Product
Strategic Marketing Issues
 What
Delivery Methods Are Available
For The Products?
 Are
New Delivery Methods Needed?
 Are The Delivery Methods Those Wanted By
The Markets?
 Are Schedules Convenient For The Markets?
 Define
Place (Distribution)
Strategic Marketing Issues
 Is
There A Competitive Price Advantage?
 Do
We Lead With Our Best Price?
 Example
With Generation X
 How
Does Our College Compare To Our
Competitors?
 Define
Price
Strategic Marketing Issues
 How
Do We Best Communicate Our
Product And Delivery?
 Is
Paid Media The Best Communication?
 Is Word Of Mouth Needed?
 How Navigable Is Our College Web Site?
 Define
Promotion
Strategic Marketing Issues
 Are
There Any Gaps In The Service Area
In Which Our College Can Carve A
Niche?
 What Is Our College’s Niche?
 Define Product, Place, Price And
Promotion For Specific Markets
Examples Of Strategic Marketing
Transient Students
Current Offerings – Not Strategic
 Product
 Summer
Classes
 Place
 Summer
Sessions
 Price
 Cheaper Than
University
 Promotion
 Direct
Mail In Spring
Strategic Marketing
 Product
 Summer
GoFoward Program
 Place
 Planned
In Fall Prior To Summer
 Price
 Cost
Savings
 Promotion
 Direct
Mail/ Web Site/ E-Mail
Concurrently Enrolled High
School Students
Current Offerings – Not Strategic
 Product
 Liberal Arts
Classes
 Place
 Fall And
Spring Semesters
 Price
 Savings
 Promotion
 Direct
Mail Parents/ Web Site
Strategic Marketing
 Product
 One-Year Associate
Degree
 Place
 Fall,
Winter, Spring And Summer Delivery
Guaranteed
 Price
 Cost
Of One-Year College Tuition At University
 Promotion
 Direct
Mail Parents/ Web Site
About Mt. San Antonio College
Mt. San Antonio College
 California’s
Largest Single-Campus
Community College District
 420-Acre
Campus
 Serving 65,000 Students Annually
 Approximately
30,000 FTES
 Employees: 2,900 (2,270 P/FT Faculty
 Program
 85
Offerings
Associate Degree Programs, 156 Credit
Certificates And 62 Additional Awards Noncredit
 Awarded Record 2,200 Associate Degrees In 2007
Mt. San Antonio College
 Clarence
Brown (CB)
 Marketing
& Communications Director For
4 Years
 Served As A Corporate Communications
Executive, Marketing And Media Relations
Professional As Well As A Former Journalist
Mt. San Antonio College
 Overall
 Mt.
Responsibility
SAC’s Marketing Organization Oversees
 Media
Relations
 Executive And Employee Communication
 Web-Based Communication
 Advertising/ Promotions
 Publications
 Graphic Design
 Internal Client/ Consulting Services
 Special Events
Mt. San Antonio College
 Staffing: Team
Of 7 Professionals
 Director
 Media
Manager
 Marketing Coordinator
 Writer/ Photographer
 3 Graphic Designers
1
Dedicated To Schedules/ Catalogs
 Dotted-line
Reporting Link To Web Team
(Housed In IT)
Mt. San Antonio College
 Budget
 FY09
- $740,000 (Labor And Program)
 Advertising - $71,000
 Support
Staff
 1 Administrative Assistant
1
Clerical Specialist
 1 Student Photographer
 No Advertising Agency Of Record
Areas Of Responsibility
 Marketing
 Institutional
Brand, Reputation
Management, Programs And Services
 Communications
 Internal And
External
 Publications
 Annual
Report, Major Institutional And
Program Publications/ Brochures And
Large-Scale Program Collateral
Administrative Support Needed
For Marketing Today
Areas Of Responsibility
 Advertising
 Image,
Enrollment And Program
 Web-Based
Communication
 Define And
Manage “Look And Feel” And
Home Page/ Portal Content
 Media
& Community Relations
 Consultation
 Various
Sectors Of College (Internal Clients)
On All Advertising And Program Promotion
Staffing
 Marketing
Director
 One
who truly understands the umbrella of
marketing and can think strategically. In CC
environment, must be thinker and doer!
 Media
 Not
Relations Professional
just a press release writer, but one who
takes it to the next level to secure desired
placements and also effectively utilizes
advocacy and opinion opportunities.
Staffing
 Graphic
Design Team
 Artists
who not only can “make things look
pretty,” but can interpret messages
creatively “out of the box.” Crucial skill set
when you don’t have an ad agency.
 Photographer
 With
a creative eye
Staffing
 Administrative Assistant
 Who
keeps everyone and projects on track,
facilitates the work and monitors the budget
 Contractors
 Ad
agency, printers, various production
vendors
Budget
 Advertising
 Sustained
Presence/ Explore Direct Mail
 Publications
 Research
 Web
Upgrades
 Innovations
 Good
– New Media
Photography
Support
 Internal
Client Consultation
 This
is critical in helping departments think
like marketers and not “educators.” Insist
on discussing their needs before helping
them produce tools! Entrenches your
professional credibility.
 Administrative
 Crucial
Support
to making the operation run well
and effectively. Helps keep projects on track
and within budget.
Wrap Up, Evaluation
And Questions!
Clarence Brown
Director, Marketing & Communication
Mt. San Antonio College
1100 North Grand Avenue
Walnut, CA 91789
[email protected]
Kathi J. Swanson, Ph.D.
CLARUS Corporation
212 Box Butte Avenue
Alliance, NE 69301
308.762.2565 Ext. 10
[email protected]
www.claruscorporation.com