Stay On The Wave: What Chancellors And Presidents Need To Expect From Marketing Today!

1. Stay On The Wave: What Chancellors And Presidents Need To Expect From Marketing Today! Thursday, February 21, 2008 2:15pm To 3:30pm

2. Meet The Presenters • Clarence Brown • Director, Marketing & Communication • Mt. San Antonio College • Kathi J. Swanson, Ph.D. • President • CLARUS Corporation

3. 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?

4. 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

5. Evolution Of Marketing In Today’s Community Colleges

6. Marketing Continuum: Phase I

7. Marketing Continuum: Phase II

8. Marketing Continuum: Phase III

9. Marketing Continuum: Phase IV

10. Marketing Continuum: Enrollment Management Conflict

11. Marketing Continuum: Enrollment Management Enrollment Management/ Marketing

12. Marketing Continuum: Electronic Conflict

13. Marketing Continuum: Electronic Information Technology Enrollment Management/ Marketing Webmaster

14. Issues To Address • Committee Structures • Multiple Plans In An Organization • Recruitment Plan • Advertising Plan • Retention Plan • Information Technology Plan • Organizing For Success

15. Defining Strategic Marketing

16. 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

17. Meet The Generations • Generation i Or M • Elementary • Generation Y (1977 To 2000) • High School Market • Generation X (1961 To 1981) • Working Adults • Boomers (1946 To 1964) • Matures • Retirees

18. Key Enrollment Variables • Age • High School Segments • Concurrently Enrolled/ Dual Credit • 19 And Younger • 20 To 24 Years Of Age • Adult Market Segments • 25 To 34 Years Of Age • 35 To 44 Years Of Age • 45 To 60 Years Of Age • 61 And Older

19. Segment Percent Of Enrollment: All College

20. Segment Changes: All CollegeFall 2004 To 2007

21. 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

22. 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)

23. 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

24. 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

25. 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

26. Examples Of Strategic Marketing

27. Transient Students

28. Current Offerings – Not Strategic • Product • Summer Classes • Place • Summer Sessions • Price • Cheaper Than University • Promotion • Direct Mail In Spring

29. Strategic Marketing • Product • Summer GoFoward Program • Place • Planned In Fall Prior To Summer • Price • Cost Savings • Promotion • Direct Mail/ Web Site/ E-Mail

33. Concurrently Enrolled High School Students

34. Current Offerings – Not Strategic • Product • Liberal Arts Classes • Place • Fall And Spring Semesters • Price • Savings • Promotion • Direct Mail Parents/ Web Site

35. 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

36. About Mt. San Antonio College

37. 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 Offerings • 85 Associate Degree Programs, 156 Credit Certificates And 62 Additional Awards Noncredit • Awarded Record 2,200 Associate Degrees In 2007

38. 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

39. Mt. San Antonio College • Overall Responsibility • Mt. 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

40. 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)

41. 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

42. 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

43. Administrative Support Needed For Marketing Today

44. 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

45. Staffing • Marketing Director • One who truly understands the umbrella of marketing and can think strategically. In CC environment, must be thinker and doer! • Media Relations Professional • Not 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.

46. 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

47. Staffing • Administrative Assistant • Who keeps everyone and projects on track, facilitates the work and monitors the budget • Contractors • Ad agency, printers, various production vendors

48. Budget • Advertising • Sustained Presence/ Explore Direct Mail • Publications • Research • Web Upgrades • Innovations – New Media • Good Photography

49. 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 Support • Crucial to making the operation run well and effectively. Helps keep projects on track and within budget.

50. Wrap Up, Evaluation And Questions!