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Creating an Integrated Marketing System for NHMCCD A PROPOSAL OF THE PUBLIC INFORMATION COUNCIL A Starting Point: Recommendations from Edge Creative in January 2006: • Consider new nomenclature • Agree on uniform branding for all Colleges with one distinctive brand promise • Agree on uniform marketing strategy and messaging for all Colleges • Align student services and communications with shared brand promise The Key Issue: Who brings forward proposals on such grand issues? Who recommends the overall marketing direction? Who recommends marketing priorities? Who evaluates the effectiveness of marketing strategies and campaigns? Our Vision: Create a process that brings together the broad representation of significant stakeholders to identify, prioritize, coordinate, clarify, and address marketing and communication opportunities that elevate the image, reputation and awareness of the district and its Colleges. Goals of the Process: • Clearly define, establish and maintain the NHMCCD brand • Develop, implement and evaluate integrated marketing campaigns that address College and district marketing needs • Develop, implement and evaluate marketing activities that support multi-college programs • Clarify roles and responsibilities for marketing between district, Colleges, programs • Recommend marketing initiatives and direction We Propose: A district-wide Marketing Council comprising the perspectives of significant stakeholders across the district that works in partnership with College Marketing Committees to provide direction and coordination to the institution’s broad marketing objectives. The Marketing System: Kingwood College Montgomery College North Harris College Cy-Fair College Tomball College Marketing Council Core Committee (PIC) Expected Outcomes: A marketing system that: • Coordinates College, multi-college, and district marketing needs in a unified strategy • Sets marketing goals and priorities • Develops and maintains a Brand Identity System • Reviews and evaluates effectiveness • Creates a marketing culture The Council will: • Elevate meritorious ideas and strategies for district-wide implementation • Recommend solutions for marketing strategies that conflict with other programs, goals or strategies • Propose and review marketing initiatives • Develop and oversee implementation of a district-wide Marketing Plan The Council will: (Continued) • Review multi-college program marketing strategies • Coordinate district-wide advertisement, media placement, and publication issues • Evaluate results and recommend improvements The Council will: (Continued) • Facilitate communication and understanding of NHMCCD marketing goals and activities throughout the district. • Help identify and celebrate marketing successes, creating a marketing culture for NHMCCD. Membership: • Public Information Council • Workforce • CE • Instruction • Student Services • Distance Learning • Institutional Research • Tech Dean • Distance Learning • Web Information Services • Professional and Support Staff • Member, College Marketing Committees • Faculty from each College Blueprint for 2007: • Begin immediately with a coordinated Communication Plan Media Relations: Articles targeting growth (and the innovative ways we are addressing it) Articles targeting need Meetings with local papers (February-April) Direct Mail: General purpose newsletter to 700,000 homes 3 times annually (communicating with all segments of population) Blueprint for 2007: • Begin immediately with a coordinated Communication Plan (continued) Community Relations: Identify college “experts” to make interesting presentations to community groups on variety of interesting subjects Help prepare collateral for presentations Use each presentation as opportunity to “update” group on college activities Blueprint for 2007: • Begin immediately with a coordinated Communication Plan (continued) Advertising: Heighten awareness through increased advertising of “priority” programs, services through “major” media such as billboards, radio, television. Blueprint for 2007: • Address issue of a name change Research to find: What level of affinity does public have with name? Should name be changed? How would a new district name be used with college names? • Develop timeline and process for name change (if necessary) Blueprint for 2007: • Conduct a Community Assessment Survey Research to find: What are public’s expectations? How do we deliver against expectations? What are our best assets, strengths? What learning needs should be addressed? What audiences are underserved? What messages, services should be elevated? Blueprint for 2007: • Conduct a Community Assessment Survey (continued) Develop components for each college (by geographic areas) Telephone surveys Focus groups Personal interviews Develop comparisons by geographic areas, motivation or educational goal, ethnicity, gender Blueprint for 2007: • Conduct a Community Assessment Survey (continued) From CAS, evaluate and identify: “Real” perceptions New program opportunities New audiences Important messages Important levels of support and need Blueprint for 2007: • Select a creative agency • Develop an integrated advertising campaign Strategy Timeline Collateral • Develop a Brand Identity System Revise and “re-affirm” the Styleguide Begin redesign of major publications, visual pieces Timeline : • Create the Council April 2007 • Begin Communication Plan Ongoing • Begin “name change” research May-June • Conduct CAS June-July • Evaluate name change research July • Evaluate results of CAS August • Develop creative strategy September • Begin branding “redesign” September • Develop Base-Year campaign Winter Members of the Public Information Council: • Diane Blanco, Kingwood College • Steve Lestarjette, District • Andre Perez, North Harris College • Steve Scheffler, Montgomery College • Michelle Tran, Cy-Fair College • Jamie White, Tomball College