AUDIT-CVR-ToC
Description
AN AUDIT REPORT FORDONA ANA BRANCH COMMUNITY COLLEGEprepared bySandra Golden & AssociatesApril/May 2004Table of ContentsTOPIC PageIntroduction 1Strengths and Observations 2Priority Components to Enhance College Image 4Image 5Relationship with New Mexico State University 8Recommendations:Marketing Plan 15Promotion/Marketing Communications: 16 PR/Marketing Communications Plan 16 Image Campaign 17 Publications Broader Distribution 19 Other Publications 20 Advertising 23 Web 23 Media Relations 24 Community Relations/Advocacy 26Services/Internal Communication 28Recruitment 30Inquiry Follow-up 33Research 34Curriculum/Curriculum Delivery 35Retention 36Appendix:Marketing CycleTarget AudiencesCommunity Perception Survey Executive Summary Consultants Backgrounds1IntroductionSandra Golden, President, and Lawrence Golden, Executive Vice President, SandraGolden & Associates, visited Dona Ana Branch Community College on April 15 16,2004, to conduct an ...
Informations
| Publié par | Viwyung |
| Nombre de lectures | 9 |
| Langue | English |
Extrait
AN AUDIT REPORT FOR
DONA ANA BRANCH COMMUNITY COLLEGE
prepared by
Sandra Golden & Associates
April/May 2004
TOPIC
Table of Contents
Page
1 2 4 5 8
Introduction Strengths and Observations Priority Components to Enhance College Image Image Relationship with New Mexico State University Recommendations: Marketing Plan 15 Promotion/Marketing Communications: 16 PR/Marketing Communications Plan 16 Image Campaign 17 Publications Broader Distribution 19 Other Publications 20 Advertising 23 Web 23 Media Relations 24 Community Relations/Advocacy 26 Services/Internal Communication 28 Recruitment 30 Inquiry Follow-up 33 Research 34 Curriculum/Curriculum Delivery 35 Retention 36 Appendix: Marketing Cycle Target Audiences Community Perception Survey Executive Summary Consultants Backgrounds
Introduction
1
Sandra Golden, President, and Lawrence Golden, Executive Vice President, Sandra Golden & Associates, visited Dona Ana Branch Community College on April 15 16, 2004, to conduct an audit of its college marketing and public relations programs and activities. They met with more than 100 individuals, including faculty, administration, support staff, marketing and public relations, admissions and other student services areas, DABCC students, community leaders, New Mexico State University personnel, and students and counselors from area high schools. Our thanks go to these individuals for their time and information. We especially want to thank John Paulman for organizing and coordinating our visit. Prior to the visit, the consultants reviewed college print and promotional materials. These are analyzed in the following report, along with additional information and observations based on the meetings. Discussed in the audit report are the consultants observations and recommendations. Summaries of the group interviews/focus groups are available in a separate document. Interviews discussed perceptions of what the college image is and should be and what the college is doing well and what can be improved to help target audiences understand the value and enhance the image of the college.Consultants recommendations introduce each section in bold/italics.each is a discussion for each recommendation.Following Further information has also been gathered through a community perception research study that was conducted concurrently. While there will be some references to findings from that report, a full, separate research analysis report was also done and is available. The audit and research issues will also help shape the presentation and development of a marketing workshop to be held next fall and designed to continue to achieve enhanced image, increased enrollment and ongoing student service and success by creating a marketing-driven operation through the following elements. ! understanding of marketing and a process ofCreate a college-wide marketing empowerment by all personnel who have contact with the colleges clientele. ! Develop a Marketing Task Force that cuts across college lines and operates on team-building principles. Create a Marketing Task Force with an in-depth understanding of marketing and a mandate to: _ become an organizational framework for the ongoing college operation of marketing; _ develop a marketing plan based on input from diverse college constituency and empowerment to those who will implement the plan; _ and create a process for implementation through a written plan of doable, measurable activities with assigned responsibilities, timelines and evaluation and reporting processes and activities.
Strengths and Observations
2
Dona Ana Branch Community College has developed a number of strong programs, services and promotional materials. Outlined below are some of these strengths. The audit report and the workshop that follows will help the college build on these to enhance its image and marketing in the areas discussed. The college has seen major growths in enrollment. Efforts for this success should continue in addition to efforts to reach target markets that need higher education in todays changing world, but may not yet be considering its advantages or do not yet believe that college is for them and they can succeed there. Beyond the growth, the college is particularly concerned about its image in the community and how to communicate its advantages, successes and services to its various target audiences. Recommendations for this will be the basis of the report that follows. The college is in a unique organizational and marketing situation. It is a branch of New Mexico State University and is physically located adjacent to NMSU. While there can be advantages to this relationship, as it exists now there are also significant concerns and issues as well that are discussed in more detail in the report. While the report will give recommendations to enhance the colleges image and marketing, it should be pointed out that these efforts build on existing college strengths. Among those strengths: ! Enrollment growth is a testimony to existing successful programs, services, current recruitment/marketing efforts and a dedicated faculty and staff; ! The college offers a broad range of credit technical and career programs, as well as programs for workforce development, small business assistance and community programming; ! college serves its 90-mile long county with a number of sites.The new East Its Mesa satellite has recently opened to serve that area of the county; ! Basic Education, English as a Second Language program exists;A large Adult ! includes day, evening, mini-semesters and distance offerings;Flexible scheduling ! There is college support for a strong, enhanced image and marketing program and professional staff in place capable of developing and implementing such a plan; ! Many personnel throughout the institution are also capable and interested in moving an enhanced college-wide marketing/image agenda forward;
3
! Efforts to develop Foundation and alumni activities have begun, with a capable staff person in place to lead the effort. Positive community relations efforts such as community breakfasts have also begun and should be continued;
! While many students indicated they selected DABCC for convenience and cost, they also indicated a number of other positive aspects, including: good teachers, more one-on-one, small classes, a friendly environment.
! A recent bond issue passed by the college in 1999 provided additional funds for expanded facilities. A future one may also be planned to continue to keep up with adequate facilities for the growing enrollments;
! tight, New Mexico as a state has not suffered theWhile budgets are always devastating cuts to higher education of some other states;
!
Among comments were: I think of it as a place for training people to go into the workforce in Dona Ana county. Employers come here and get good training. There are a lot of people that started here and are now out in the communityGetting people to a level to where they can go to work Im happy about that .
ollehe cge.ers who ity memb eocmmnuhT frt tor sedpoup su wohs temhtiw
4
Priority components to enhance college image The report that follows will discuss in detail our observations on image and an analysis of what approaches the college can develop and implement to enhance this image. Listed below are priority recommendations, all of which are further discussed in the report beginning on page 15.
Create a full image campaign to enhance the college image, using the key elements described below. While college enrollment has been growing, the college is especially concerned about its image in the community, as is discussed in the next section. Beyond student recruitment, the goals of the image/marketing effort look to enhance support and understanding from legislators, business leaders, community leaders, education etc. The dual message is that the college provides education that leads to individual student success, as well as providing the community with a trained workforce and contributing to the economy of the region. Develop a series of representative success testimonials and use these in a full image campaign, including publications, web, advertising, media, video/CDs. of facts on the colleges contributions and accomplishments.Develop a list Put these into a Tool Kit including a fact/impact list, talking points, and PowerPoint shows. Enhance publications as needed as image/marketing tools and expand distribution. Create templates and a graphic identity and slogan. Expand a pro-active media relations approach. Expand a pro-active program of community relations events, such as continuing community breakfasts, developing a speakers bureau, presenting a major on-site community festival and creating alumni activities. Increase internal communication and awareness. Enhance relations with NMSU. ! recruitment program in the high schools,Continue and enhance a pro-active community, and for special targeted groups, including Hispanics.
Image
5
As the college seeks to enhance understanding of its mission and accomplishments among its target audiences, it is important to understand what the image and perceptions (and misperceptions) of the institution are. This was one of the main goals indicated to us for our consulting outcomes. Among the key image factors we heard through the audit were items detailed below Results from uestions on erce tion are also found in the communit research stud re ort. The executive summar of that re ort is attached in the A endix, containin data on awareness, overall image, quality of faculty and importance of transfer, among other issues.) College descriptors Among descriptions we heard frequently about the college were: Warm and friendly place Accessibility Affordability Entry; a place to get started People know the school, but not all its specific programs Enrollment is growing Stepchild of NMSU (A full discussion of the issues with NMSU is in the next section of this report.) Additional descriptors, with some quotes are outlined below. Comments are from DABCC personnel unless indicated otherwise. Career training I think of it as a place for training people to go into the workforce in Dona Ana County. (Community member) Getting people to a level to where they can go to work Im happy about that. (Community member) It impressed me to see how much they really do have available. (On a counselor visit to the campus.) The people who do basic jobs are critical and we train them.
6
Seen as second choice. This was a common theme and a major concern. They perceive NMSU as the higher-up program. The perception is that DABCC is a step down. (Community) I would like to see us develop the perception that we are not the alternative school. We should be right up there at the top. Part of the image this campus has is that this is where you come when you dont have other options. There is a certain stigma attached to community colleges. This has to be addressed. People dont know the advantages of the two-year college. They have to understand that going to the branch is not a failure. (High school counselor) I think thats the image of a lot of community colleges. You cant get in anywhere else so you come here. Small class size. Accessible, quality teachers, more one-on-one. I hear that the teachers are better here theres more one-to-one contact. Our instructors are more friendly and work with the students. I see students come back because they like it here. The one-on-one is good for them. I think theyre better prepared to go out into the workforce. It gives them the confidence to go on to a four-year institution. They find out they can do it. They come from a loser background in my area and find out they can succeed and then can move on. Its vital to the community. There are a lot of people who get their GEDs here and go on to get a degree. Sometimes people are surprised as to how professional it is here. A lot of people prefer our services to those on the main campus. The simple truth is that most of our students are very satisfied. Id like to get the message out that its okay to update skills (go through remedial classes) . We are much more likely to take students who arent ready for a four-year college and pull them along we get them ready for the four-year college; they would just drop by the wayside there. This place does more to help students succeed that any other place Ive been. Quality of instruction was also the highest rated single factor associated with DABCC in the communit erce tion research study and was also a factor singled out in the student comments that follow.
7
Comments from DABCC students: Why Do You Think Most Have Come Here? Price definitely! Convenient & price. Easier to get into. Classes are smaller. More one-on-one. Good teachers. More friendly. A lot less intimidating than NMSU. Thats a lot to handle at one time. More intimate. Small class sizes. Can talk to teachers. Dont have to make appointment to see teacher. Why Would Someone Go to NMSU? Get a bachelors degree. More social at NMSU. NMSU is more prestigious. Get picked on that theyre going here.(DABCC) A lot of credits dont transfer. From high school students: Get degree quickly. Good gives people a good start. Small class sizes. Easy to get around. Recommendation: Clearly there are some very positive aspects of the college that are recognized. However, there are also other factors that are not as well known, and many feel the college is viewed as a second choice. This is not untypical for a two-year college, but is something that needs constant attention to change this attitude. It means the college needs to promote its advantages which already exist -- and enhance its efforts to let people know and understand the value and successes of the two-year institution. Later sections of our report will discuss a series of recommendations that can be used to enhance awareness and image by communicating the positive aspects of the college to a variety of target audiences.
Relationship with New Mexico State University
As a branch of New Mexico State University, DABCCs relationship with the university is important to its operation and image and also to how well it serves its constituents. Unfortunately, while we found some pockets of cooperation and respect, overall the relationship does not seem to be as good as it could be.
Of all the topics that came up in open-ended conversations in our focus groups, this relationship received a large part of the discussion in virtually every group. Weve included a sam le of these comments below startin on a e 10) to give a sense of the importance of and intensity of feelings surrounding this topic, and follow those with our recommendations to move forward. Main issues that we heard raised include:
Transferability between institutions * Although - a transfer track/common core among New Mexico state institutions of higher education does exist on paper, in reality transfer between DABCC and NMSU is limited at this time. The situation is complex and is discussed in more detail below.
8
Attitudes between institutions -people describe an us them attitude.We heard Many felt there was an elitist attitude at NMSU toward DABCC faculty. Some described DABCC as a stepchild. Some NMSU people with whom we spoke said: [DABCC is] the golden egg. We do a lot of the administrative work for them.. Theyre the icing and were the cake .
Pockets of cooperation -There were departments where articulation and cooperation were described, including the Teaching Academy, and positive relationships that exist between the education, and health and social service departments, and DABCC. There were also some individuals who felt cooperation was improving.
Proposals for articulation- Such proposals as the Bachelor of Applied Studies now in the Faculty Senate at NMSU and the Associate of Arts at DABCC were mentioned. Others referenced comments from the NMSU president and state governing bodies that were suggesting better articulation.
Transfer*
One of the major areas of discussion is the transferability of credits between the two institutions. The catalog lists a Lower-Division General Education Common Core, Lower-Division 64-Credit Transfer Module, and Articulated Programs, but advises students to talk with advisors as some of the courses will not transfer except as electives.
*(Technically, as we understand it, the courses between NMSU and DABCC are not a transfer since they are on a single transcript, but we will refer to transfer as applying the credits from DABCC to a NMSU degree since that is how it is generally understood and since this was the terminology used in all the focus group discussions on this issue.)
9
To many, DABCC is viewed currentl as rimaril roviding vocational-technical training, with the core/general education requirements offered either 1) as support to two-year vocational-technical students in their majors or 2) as developmental courses for individuals who do not meet the standards for acceptance to NMSU. However, we should also note that: Students, other than the two groups named above, can take the core transfer courses at DABCC sites other than the central campus. There are also some officially articulated transfer programs and opportunities. Why does the transfer system not exist in what we would consider to be a meaningful, easily articulated way? We recognize that even in states and colleges where transfer is widespread and works relatively smoothly, all courses do not transfer to a major from the two-year to four-year college. However, the situation here seems to include far more confusion, concerns and inequities in how the transfer options are actually applied. (As consultants who have worked with two-year colleges across the country and are familiar with articulation, even we needed several follow-up discussions to understand what exists here. No one in our focus groups referred to the core curriculum that is outlined in the catalogue.) Among the complexities pointed out in the system are: has not been) the mission of the branch to offer theThose who say it is not (or first two years as a transfer option. courses with an OE prefix generally dont transfer.Those who point out the Some say these are kept that way because it gives DABCC higher funding. Others point out that the same course (even with same faculty and books) can be taught at NMSU and DABCC, but the one at DABCC wont transfer. at NMSU cost about 3 times what ClassesFunding is also a major consideration. those at DABCC cost. It has been asked, if students had the option of taking the same classes at DABCC that would be guaranteed transfer, why would they take them at NMSU? In some cases, while credit hours may transfer, they will not count in a specific program. Other activities While students at DABCC are considered NMSU students, most do not participate in activities there. It is our understanding that DABCC students cannot participate in varsity sports, or enroll their children in the daycare center. (We are aware that at other two-year colleges that are part of a university, two-year students have the option to participate in all activities; although at some of those the tuition is the same for two- and four-year students.)
© 2010-2024 YouScribe