Transcript Slide 1 - Lone Star College System

Creating an Integrated
Marketing System
for NHMCCD
A PROPOSAL OF THE
PUBLIC INFORMATION COUNCIL
A Starting Point:
Recommendations from Edge Creative in
January 2006:
• Consider new nomenclature
• Agree on uniform branding for all Colleges
with one distinctive brand promise
• Agree on uniform marketing strategy and
messaging for all Colleges
• Align student services and communications with shared brand promise
The Key Issue:
Who brings forward proposals on such
grand issues?
Who recommends the overall marketing
direction?
Who recommends marketing priorities?
Who evaluates the effectiveness of
marketing strategies and campaigns?
Our Vision:
Create a process that brings together
the broad representation of significant
stakeholders to identify, prioritize,
coordinate, clarify, and address
marketing and communication
opportunities that elevate the image,
reputation and awareness of the
district and its Colleges.
Goals of the Process:
• Clearly define, establish and maintain the
NHMCCD brand
• Develop, implement and evaluate integrated
marketing campaigns that address College and
district marketing needs
• Develop, implement and evaluate marketing
activities that support multi-college programs
• Clarify roles and responsibilities for marketing
between district, Colleges, programs
• Recommend marketing initiatives and direction
We Propose:
A district-wide Marketing Council
comprising the perspectives of
significant stakeholders across the
district that works in partnership with
College Marketing Committees to
provide direction and coordination to
the institution’s broad marketing
objectives.
The Marketing System:
Kingwood
College
Montgomery
College
North Harris
College
Cy-Fair
College
Tomball
College
Marketing Council
Core
Committee
(PIC)
Expected Outcomes:
A marketing system that:
• Coordinates College, multi-college, and
district marketing needs in a unified
strategy
• Sets marketing goals and priorities
• Develops and maintains a Brand
Identity System
• Reviews and evaluates effectiveness
• Creates a marketing culture
The Council will:
• Elevate meritorious ideas and strategies
for district-wide implementation
• Recommend solutions for marketing
strategies that conflict with other
programs, goals or strategies
• Propose and review marketing initiatives
• Develop and oversee implementation of a
district-wide Marketing Plan
The Council will:
(Continued)
• Review multi-college program marketing
strategies
• Coordinate district-wide advertisement,
media placement, and publication issues
• Evaluate results and recommend
improvements
The Council will:
(Continued)
• Facilitate communication and
understanding of NHMCCD marketing
goals and activities throughout the
district.
• Help identify and celebrate marketing
successes, creating a marketing culture
for NHMCCD.
Membership:
•
Public Information Council
•
Workforce
•
CE
•
Instruction
•
Student Services
•
Distance Learning
•
Institutional Research
•
Tech Dean
•
Distance Learning
•
Web Information Services
•
Professional and Support Staff
•
Member, College Marketing Committees
•
Faculty from each College
Blueprint for 2007:
• Begin immediately with a
coordinated Communication Plan
Media Relations:
Articles targeting growth (and the innovative
ways we are addressing it)
Articles targeting need
Meetings with local papers (February-April)
Direct Mail:
General purpose newsletter to 700,000 homes
3 times annually (communicating with all
segments of population)
Blueprint for 2007:
• Begin immediately with a
coordinated Communication Plan
(continued)
Community Relations:
Identify college “experts” to make interesting
presentations to community groups on variety
of interesting subjects
Help prepare collateral for presentations
Use each presentation as opportunity to
“update” group on college activities
Blueprint for 2007:
• Begin immediately with a
coordinated Communication Plan
(continued)
Advertising:
Heighten awareness through increased
advertising of “priority” programs, services
through “major” media such as billboards,
radio, television.
Blueprint for 2007:
• Address issue of a name change
Research to find:
What level of affinity does public have with
name?
Should name be changed?
How would a new district name be used with
college names?
• Develop timeline and process for
name change (if necessary)
Blueprint for 2007:
• Conduct a Community Assessment
Survey
Research to find:
What are public’s expectations?
How do we deliver against expectations?
What are our best assets, strengths?
What learning needs should be addressed?
What audiences are underserved?
What messages, services should be elevated?
Blueprint for 2007:
• Conduct a Community Assessment
Survey (continued)
Develop components for each college
(by geographic areas)
Telephone surveys
Focus groups
Personal interviews
Develop comparisons by geographic areas,
motivation or educational goal, ethnicity,
gender
Blueprint for 2007:
• Conduct a Community Assessment
Survey (continued)
From CAS, evaluate and identify:
“Real” perceptions
New program opportunities
New audiences
Important messages
Important levels of support and need
Blueprint for 2007:
• Select a creative agency
• Develop an integrated advertising
campaign
Strategy
Timeline
Collateral
• Develop a Brand Identity System
Revise and “re-affirm” the Styleguide
Begin redesign of major publications, visual
pieces
Timeline :
• Create the Council
April 2007
• Begin Communication Plan
Ongoing
• Begin “name change” research
May-June
• Conduct CAS
June-July
• Evaluate name change research July
• Evaluate results of CAS
August
• Develop creative strategy
September
• Begin branding “redesign”
September
• Develop Base-Year campaign
Winter
Members of the
Public Information Council:
• Diane Blanco, Kingwood College
• Steve Lestarjette, District
• Andre Perez, North Harris College
• Steve Scheffler, Montgomery College
• Michelle Tran, Cy-Fair College
• Jamie White, Tomball College