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

Today!Today!Thursday, February 21, 2008

2:15pm To 3:30pm

Meet The PresentersMeet The Presenters

Clarence Brown Director, Marketing & Communication Mt. San Antonio College

Kathi J. Swanson, Ph.D. President CLARUS Corporation

Purpose Of SessionPurpose 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?

Goals For SessionGoals 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

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

Marketing Continuum: Phase IMarketing Continuum: Phase I

B eg in n in g M arke tin g

N ew s R e leases S p ec ia l E ven ts

P u b lic In fo rm ationD irec to r

Marketing Continuum: Phase IIMarketing Continuum: Phase II

Public Inform ation Plus Publication

New s Releases Special Events Public Inform ation

Publications

Marketing Continuum: Phase IIIMarketing Continuum: Phase III

Add Advertising

New s ReleasesSpecial Events

Public Inform ation Advertising

Publications

Marketing Continuum: Phase IVMarketing Continuum: Phase IV

M arketing Orientation

M arket Assessm ent

Public Inform ationSpecial Events

Publications Advertising Strategic P lan

M arketing

Marketing Continuum: Enrollment Marketing Continuum: Enrollment Management Conflict Management Conflict

Student Services Dean/Vice President

Enrollment ManagementDirector

Marketing Community Relations

Recruitment

Market Assessment

Public InformationSpecial Events

PublicationsAdvertising

Strategic Plan

Retention

Instruction/ AA

Marketing Continuum: Enrollment Marketing Continuum: Enrollment ManagementManagement

Enrollment Management/ Marketing

Marketing Continuum: Electronic Marketing Continuum: Electronic ConflictConflict

Student Services Dean/Vice President

Enrollment ManagementDirector

Marketing Community Relations

Recruitment

Market Assessment/

IR

Public InformationSpecial Events

PublicationsAdvertising

Strategic Plan

Information Technology/ Web Site

Administration

Retention

Instruction/ AAWeb Site

Marketing Continuum: Electronic Marketing Continuum: Electronic

Enrollm ent Managem ent/ Marketing

High School Market Segm entTeam Leader

Dean Or D irector

Market Assessm entInstitutional Research

MarketingAdvertisingPublications

Public Inform ation

Recruitm entStudent Services

All Adm issions FunctionsRegistration/ Business Office

RetentionFaculty Representatives

Assessm ent

Adult Market Segm entTeam Leader

Dean Or D irector

Business And Industry Segm entTeam Leader

Dean Or D irector

Student Services Dean/V ice PresidentWebmaster

Information TechnologyEnrollment Management/

Marketing

Issues To AddressIssues To Address

Committee Structures Multiple Plans In An Organization

Recruitment Plan Advertising Plan Retention Plan Information Technology Plan

Organizing For Success

Defining Strategic MarketingDefining Strategic Marketing

Strategic Marketing IssuesStrategic 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

Meet The GenerationsMeet 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

Key Enrollment VariablesKey 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

Segment Percent Of Enrollment: Segment Percent Of Enrollment: All CollegeAll College

Market Segment Fall 2004 Fall 2007

Dual Enrollment 4.6% 8.2%

19 And Younger 26.8% 32.3%

20 To 24 38.6% 29.1%

25 To 34 13.6% 11.1%

35 To 44 7.7% 6.9%

45 To 60 7.4% 10.6%

61 And Older 1.3% 1.9%

Total Students 10,347 10,804

Segment Changes: All CollegeSegment Changes: All CollegeFall 2004 To 2007Fall 2004 To 2007

Market Segment Full-Time Part-TimeDual Enrollment -52.5% 29.5%

19 And Younger 22.0% -20.3%

20 To 24 -7.6% 18.6%

25 To 34 -11.7% -24.9%

35 To 44 -29.7% -22.9%

45 To 60 -22.4% 10.7%

61 And Older -16.7% 55.8%

Total -7.2% 15.0%

Overall 4.4%

Strategic Marketing IssuesStrategic 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

Strategic Marketing IssuesStrategic 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)

Strategic Marketing IssuesStrategic 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

Strategic Marketing IssuesStrategic 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

Strategic Marketing IssuesStrategic 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

Examples Of Strategic MarketingExamples Of Strategic Marketing

Transient Students

Current Offerings – Not StrategicCurrent Offerings – Not Strategic

Product Summer Classes

Place Summer Sessions

Price Cheaper Than University

Promotion Direct Mail In Spring

Strategic MarketingStrategic Marketing

Product Summer GoFoward Program

Place Planned In Fall Prior To Summer

Price Cost Savings

Promotion Direct Mail/ Web Site/ E-Mail

Concurrently Enrolled High School Students

Current Offerings – Not StrategicCurrent Offerings – Not Strategic

Product Liberal Arts Classes

Place Fall And Spring Semesters

Price Savings

Promotion Direct Mail Parents/ Web Site

Strategic MarketingStrategic 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

About Mt. San Antonio CollegeAbout Mt. San Antonio College

Mt. San Antonio CollegeMt. 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

Mt. San Antonio CollegeMt. 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

Mt. San Antonio CollegeMt. 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

Mt. San Antonio CollegeMt. 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)

Mt. San Antonio CollegeMt. 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

Areas Of Responsibility 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

Administrative Support Needed Administrative Support Needed For Marketing TodayFor Marketing Today

Areas Of Responsibility 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

StaffingStaffing

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.

StaffingStaffing

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

StaffingStaffing

Administrative Assistant Who keeps everyone and projects on track,

facilitates the work and monitors the budget Contractors

Ad agency, printers, various production vendors

BudgetBudget

Advertising Sustained Presence/ Explore Direct Mail

Publications Research Web Upgrades

Innovations – New Media Good Photography

SupportSupport

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.

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

Clarence BrownClarence Brown Director, Marketing & Communication Director, Marketing & Communication

Mt. San Antonio CollegeMt. San Antonio College1100 North Grand Avenue1100 North Grand Avenue

Walnut, CA 91789Walnut, CA 91789cbrown@mtsac.edu

Kathi J. Swanson, Ph.D.Kathi J. Swanson, Ph.D.CLARUS CorporationCLARUS Corporation212 Box Butte Avenue212 Box Butte Avenue

Alliance, NE 69301Alliance, NE 69301308.762.2565 Ext. 10308.762.2565 Ext. 10

kathi@claruscorporation.com www.claruscorporation.comwww.claruscorporation.com