Stay On The Wave What Chancellors And Presidents

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 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 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 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

Marketing Continuum: Phase I

Marketing Continuum: Phase II

Marketing Continuum: Phase III

Marketing Continuum: Phase IV

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: 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

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

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 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 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 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 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 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 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 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 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 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

Transient Students

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 Fall Prior To Summer u Price u Cost Savings u Promotion u Direct Mail/ Web Site/ E-Mail

Concurrently Enrolled High School Students

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 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

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 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 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 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 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 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

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 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 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 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 Web Upgrades u Innovations u Good – New Media Photography

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!

Clarence Brown Director, Marketing & Communication Mt. San Antonio College 1100 North Grand Avenue Walnut, CA 91789 cbrown@mtsac. edu

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