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

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Presentation on theme: "Stay On The Wave: What Chancellors And Presidents Need To Expect From Marketing Today! Thursday, February 21, 2008 2:15pm To 3:30pm."— Presentation transcript:

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

2 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

3 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?

4 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

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 Retention Instruction/ AA

11 Marketing Continuum: Enrollment Management Enrollment Management/ Marketing

12 Marketing Continuum: Electronic Conflict Information Technology/ Web Site Administration Retention Instruction/ AA Web Site

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

14 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

15 Defining Strategic Marketing

16 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

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

18 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 Market Segments u 25 To 34 Years Of Age u 35 To 44 Years Of Age u 45 To 60 Years Of Age u 61 And Older

19 Segment Percent Of Enrollment: All College Market SegmentFall 2004Fall 2007 Dual Enrollment4.6%8.2% 19 And Younger26.8%32.3% 20 To %29.1% 25 To %11.1% 35 To 447.7%6.9% 45 To 607.4%10.6% 61 And Older1.3%1.9% Total Students10,34710,804

20 Segment Changes: All College Fall 2004 To 2007 Market SegmentFull-TimePart-Time Dual Enrollment-52.5%29.5% 19 And Younger22.0%-20.3% 20 To %18.6% 25 To %-24.9% 35 To %-22.9% 45 To %10.7% 61 And Older-16.7%55.8% Total-7.2%15.0% Overall 4.4%

21 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

22 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)

23 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

24 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

25 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

26 Examples Of Strategic Marketing

27 Transient Students

28 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

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

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33 Concurrently Enrolled High School Students

34 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

35 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

36 About Mt. San Antonio College

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

38 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

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

40 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)

41 Mt. San Antonio College u Budget u FY09 - $740,000 (Labor And Program) u Advertising - $71,000 u Support Staff u 1 Administrative Assistant u 1 Clerical Specialist u 1 Student Photographer u No Advertising Agency Of Record

42 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

43 Administrative Support Needed For Marketing Today

44 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

45 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 Relations Professional u 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 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

47 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

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

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

50 Wrap Up, Evaluation And Questions!

51 Clarence Brown Director, Marketing & Communication Mt. San Antonio College 1100 North Grand Avenue Walnut, CA Clarence Brown Director, Marketing & Communication Mt. San Antonio College 1100 North Grand Avenue Walnut, CA

52 Kathi J. Swanson, Ph.D. CLARUS Corporation 212 Box Butte Avenue Alliance, NE Ext. 10 Kathi J. Swanson, Ph.D. CLARUS Corporation 212 Box Butte Avenue Alliance, NE Ext


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