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

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

Purpose Of Session u As The Key Leader In Your Organization, Your Staff Looks Purpose Of Session u As The Key Leader In Your Organization, Your Staff Looks To You To Provide Marketing Direction u With Ever-Changing Technology Needed To Reach Your Markets, How Do You Provide Direction For Staff?

Goals For Session u Evolution Of Marketing In Community Colleges u Defining Strategic Marketing Goals For Session u Evolution Of Marketing In Community Colleges u Defining Strategic Marketing u It’s Not All About Advertising u Administrative Support Needed For Marketing u In A Perfect World, From The Perspective Of A Marketing Director

Evolution Of Marketing In Today’s Community Colleges Evolution Of Marketing In Today’s Community Colleges

Marketing Continuum: Phase I Marketing Continuum: Phase I

Marketing Continuum: Phase II Marketing Continuum: Phase II

Marketing Continuum: Phase III Marketing Continuum: Phase III

Marketing Continuum: Phase IV Marketing Continuum: Phase IV

Marketing Continuum: Enrollment Management Conflict Student Services Dean/ Vice President Enrollment Management Director Instruction/ 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/ Marketing Marketing Continuum: Enrollment Management/ Marketing

Marketing Continuum: Electronic Conflict Administration Marketing Community Relations Student Services Dean/ Vice President Information 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 Webmaster Enrollment Management/ Marketing Information Technology Marketing Continuum: Electronic Webmaster Enrollment Management/ Marketing Information Technology

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

Defining Strategic Marketing Defining Strategic Marketing

Strategic Marketing Issues u Who Are The Clientele? u Where Do They Come From? Strategic Marketing Issues u Who Are The Clientele? u Where Do They Come From? u How Do They Use The Institution? u What Are Their Lifestyle Characteristics? u How Many Submarkets Are There – The Traditional Student Market, Adults, Employers, Transfer Students, Etc. ? u Which Ones Have The Most Potential For Growth? u Define Market Segments

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

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

Segment Percent Of Enrollment: All College Market Segment Dual Enrollment 19 And Younger 20 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 Segment Changes: All College Fall 2004 To 2007 Market Segment Full-Time Part-Time Dual Enrollment 19 And Younger -52. 5% 22. 0% 29. 5% -20. 3% 20 To 24 25 To 34 35 To 44 45 To 60 61 And Older Total -7. 6% -11. 7% -29. 7% -22. 4% -16. 7% -7. 2% 18. 6% -24. 9% -22. 9% 10. 7% 55. 8% 15. 0% Overall 4. 4%

Strategic Marketing Issues u What Are The Program Priorities? u What Programs Have Increasing Strategic Marketing Issues u What Are The Program Priorities? u What Programs Have Increasing Enrollments? u What Programs Have Declining Enrollments And May Need To Be Repackaged To Meet The Needs Of Employers And Students? u What Are New Program Areas To Be Explored? u Define Product

Strategic Marketing Issues u What Delivery Methods Are Available For The Products? u Are Strategic Marketing Issues u What Delivery Methods Are Available For The Products? u Are New Delivery Methods Needed? u Are The Delivery Methods Those Wanted By The Markets? u Are Schedules Convenient For The Markets? u Define Place (Distribution)

Strategic Marketing Issues u Is There A Competitive Price Advantage? u Do We Lead Strategic Marketing Issues u Is There A Competitive Price Advantage? u Do We Lead With Our Best Price? u Example With Generation X u How Does Our College Compare To Our Competitors? u Define Price

Strategic Marketing Issues u How Do We Best Communicate Our Product And Delivery? u Strategic Marketing Issues u How Do We Best Communicate Our Product And Delivery? u Is Paid Media The Best Communication? u Is Word Of Mouth Needed? u How Navigable Is Our College Web Site? u Define Promotion

Strategic Marketing Issues u Are There Any Gaps In The Service Area In Which Strategic Marketing Issues u Are There Any Gaps In The Service Area In Which Our College Can Carve A Niche? u What Is Our College’s Niche? u Define Product, Place, Price And Promotion For Specific Markets

Examples Of Strategic Marketing Examples Of Strategic Marketing

Transient Students Transient Students

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

Strategic Marketing u Product u Summer Go. Foward Program u Place u Planned In Strategic Marketing u Product u Summer Go. Foward Program u Place u Planned In Fall Prior To Summer u Price u Cost Savings u Promotion u Direct Mail/ Web Site/ E-Mail

Concurrently Enrolled High School Students Concurrently Enrolled High School Students

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

Strategic Marketing u Product u One-Year Associate Degree u Place u Fall, Winter, Spring Strategic Marketing u Product u One-Year Associate Degree u Place u Fall, Winter, Spring And Summer Delivery Guaranteed u Price u Cost Of One-Year College Tuition At University u Promotion u Direct Mail Parents/ Web Site

About Mt. San Antonio College About Mt. San Antonio College

Mt. San Antonio College u California’s Largest Single-Campus Community College District u 420 -Acre Mt. San Antonio College u California’s Largest Single-Campus Community College District u 420 -Acre Campus u Serving 65, 000 Students Annually u Approximately 30, 000 FTES u Employees: 2, 900 (2, 270 P/FT Faculty u Program u 85 Offerings Associate Degree Programs, 156 Credit Certificates And 62 Additional Awards Noncredit u Awarded Record 2, 200 Associate Degrees In 2007

Mt. San Antonio College u Clarence Brown (CB) u Marketing & Communications Director For Mt. San Antonio College u Clarence Brown (CB) u Marketing & Communications Director For 4 Years u Served As A Corporate Communications Executive, Marketing And Media Relations Professional As Well As A Former Journalist

Mt. San Antonio College u Overall u Mt. Responsibility SAC’s Marketing Organization Oversees u Mt. San Antonio College u Overall u Mt. Responsibility SAC’s Marketing Organization Oversees u Media Relations u Executive And Employee Communication u Web-Based Communication u Advertising/ Promotions u Publications u Graphic Design u Internal Client/ Consulting Services u Special Events

Mt. San Antonio College u Staffing: Team Of 7 Professionals u Director u Media Mt. San Antonio College u Staffing: Team Of 7 Professionals u Director u Media Manager u Marketing Coordinator u Writer/ Photographer u 3 Graphic Designers u 1 Dedicated To Schedules/ Catalogs u Dotted-line Reporting Link To Web Team (Housed In IT)

Mt. San Antonio College u Budget u FY 09 - $740, 000 (Labor And Mt. San Antonio College u Budget u FY 09 - $740, 000 (Labor And Program) u Advertising - $71, 000 u Support u 1 Staff Administrative Assistant u 1 Clerical Specialist u 1 Student Photographer u No Advertising Agency Of Record

Areas Of Responsibility u Marketing u Institutional Brand, Reputation Management, Programs And Services u Areas Of Responsibility u Marketing u Institutional Brand, Reputation Management, Programs And Services u Communications u Internal And External u Publications u Annual Report, Major Institutional And Program Publications/ Brochures And Large -Scale Program Collateral

Administrative Support Needed For Marketing Today Administrative Support Needed For Marketing Today

Areas Of Responsibility u Advertising u Image, Enrollment And Program u Web-Based Communication u Areas Of Responsibility u Advertising u Image, Enrollment And Program u Web-Based Communication u Define And Manage “Look And Feel” And Home Page/ Portal Content u Media & Community Relations u Consultation u Various Sectors Of College (Internal Clients) On All Advertising And Program Promotion

Staffing u Marketing Director u One who truly understands the umbrella of marketing and Staffing u Marketing Director u One who truly understands the umbrella of marketing and can think strategically. In CC environment, must be thinker and doer! u Media u 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 u Graphic Design Team u Artists who not only can “make things look Staffing u Graphic Design Team u 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. u Photographer u With a creative eye

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

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

Support u Internal Client Consultation u This is critical in helping departments think like Support u Internal Client Consultation u 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. u Administrative u Crucial Support to making the operation run well and effectively. Helps keep projects on track and within budget.

Wrap Up, Evaluation And Questions! Wrap Up, Evaluation And Questions!

Clarence Brown Director, Marketing & Communication Mt. San Antonio College 1100 North Grand Avenue Clarence Brown Director, Marketing & Communication Mt. San Antonio College 1100 North Grand Avenue Walnut, CA 91789 [email protected] edu

Kathi J. Swanson, Ph. D. CLARUS Corporation 212 Box Butte Avenue Alliance, NE 69301 Kathi J. Swanson, Ph. D. CLARUS Corporation 212 Box Butte Avenue Alliance, NE 69301 308. 762. 2565 Ext. 10 [email protected] com www. claruscorporation. com