Download AP-36_Marketing_Segmentation_Audit4_0.pdf

CONTINUOUS IMPROVEMENT (CI) SYSTEM
Framing Document for CI Projects
1.
Project Title: Marketing Segmentation Audit
Project #36
2.
Purpose and Scope of Project (Limit to 100 words or less.)
The purpose of this project is to perform a marketing segmentation audit in order
to maximize the efficiency of our marketing plan. The ultimate goal is to increase
FTE. The project is expected to take approximately nine months.
3.
What is the primary AQIP category under which this project would be
categorized?
#5 Leading and Communicating
#6 Supporting Institutional Operations
4.
What is the primary strategic commitment under which this project would
be categorized?
#1 Student Access
#5 Operational Excellence
#7 Community Leadership and Parnership
5.
Project Background
The Director of Marketing saw a need to assess the reach of students serviced
by MCC. More specifically, she found that some communications would work for
one campus location, though was not necessarily effective at another location.
There is also desire to learn if additional student populations exist that MCC
could cater to that were currently not being served. Having an objective third
conduct the evaluation was deemed desirable. Such an evaluation should be
able to (1) reaffirm current student markets, (2) expose additional potential
markets, (3) evaluate current resources being used to reach students, and (4)
upon review of the data, help the college to retool its strategic marketing plan.
6.
People Involved
The project will involve the Director of Marketing, the Management Leadership
Team (MLT), the Center Directors, and specific representatives from Student
Services, Full and part-time faculty, the student body, and the MCC Foundation.
It will also involve a team of outside evaluators from CLARUS Corp.
The Director of Marketing will assume leadership in the project.
Progress reports will be made to MLT and project results will be shared college
wide.
7.
Processes Impacted
The project is expected to primarily have an impact on the college’s marketing
plan and recruitment efforts, with a subsequent secondary effect on registration.
It could indirectly affect teaching methods and technology, and could conceivably
result in the creation of new programs.
8.
Project Steps and Timeline
Contract with Clarus signed
Marketing materials reviewed
Campus visits/interviews/data acquisition
Clarus analyzes data
Assessment results presented with recommendations
Review of findings; communicate findings to SPT
Formulate marketing strategy
Implement strategy
August, 2013
September, 2013
October, 2013
November, 2013
December, 2013
January, 2014
February, 2014
March, 2014
9.
Tracking Progress/Reporting Out
MCC will cooperate with CLARUS during the audit process.
Benchmarks are the above mentioned project steps and timeline.
10.
Outcome Measures
a. Marketing segmentation audit completed.
b. New marketing plan considers and incorporates recommendations from
CLARUS study.
Expected Benefit: The CLARUS report reveals new markets and/or ways to more
efficiently tap current markets.
11.
Project Resources
CLARUS study $18,500
Time and energy commitments from The Director of Marketing, The Director of
Institutional Research, and college representatives participating in the audit.
__________________________________
10-21-13______________
Signature of Action Project Initiator
Date
__________________________________
Signature of Action Project Initiator’s Supervisor
___________________
Date
When completed, please submit to the Strategic Planning Team Secretary.