Download Use of HACC`s Integrated Marketing Communications Funds

Use of HACC’s Integrated Marketing Communications Funds
Frequently Asked Questions
In 2014, a process was developed for the use of funds related to integrated marketing
communications (advertising, branding, marketing and public relations). Please review the
following frequently asked questions to learn more.
Process for Paying for Marketing Materials
1. Does each campus pay for enrollment marketing?
In the past, funding for advertising, branding, marketing and public relations was not
managed strategically and holistically. Instead, it was allocated and siloed by department and
campus. A task force was formed in fall 2013 to focus on the budget management process for
enrollment management and integrated marketing communications. The task force developed
a new process for managing and allocating funds related to increasing enrollment and
integrated marketing communications.
The task force consists of the following individuals:
•
•
•
•
•
•
•
•
Linnie Carter, Vice President of College Advancement, HACC and Executive
Director, HACC Foundation
Cindy Doherty, Provost and Vice President Academic Affairs
Tim Sandoe, Vice President of Finance
Shannon Harvey, Vice President, Gettysburg Campus
Megan Hoose, Integrated Marketing Communications Coordinator for Student
Recruitment
Ken Shur, Interim Dean of Enrollment Services
Rob Steinmetz, Vice President, Student Affairs and Enrollment Management
Irvin Clark, Vice President, Harrisburg Campus
As of Jan. 1, 2014, the funds for the College’s integrated marketing communications are
managed as one budget. This process has been developed to help the College be more
strategic and comprehensive with its integrated marketing communications initiatives and
meet the goals of increasing student enrollment and enhancing public awareness about the
College.
1
Revised: June 22, 2016
Campuses and Virtual Learning do not have separate budgets for advertising, branding,
marketing and public relations. The process allows the College to work together to achieve
the goals and avoid any duplication of efforts.
This process was developed to help the College be more strategic and comprehensive with its
integrated marketing communications initiatives and meet the goals of increasing student
enrollment and enhancing public awareness about the College. It allows the College to work
together to achieve the goals and avoid any duplication of efforts.
The following chart outlines how the one-college integrated marketing communications budget
is applied and the appropriate forms that must be completed to receive assistance.
Type
Purpose of
funds
What
percentage
of the Onecollege
budget is
dedicated
to the type
listed to the
left?
What are
examples of
what the funds
will be used
for?
Is the IMC
online
request
form
applicable?
Collegewide
Enrollment
Marketing Plan
To market the
entire College
to increase
enrollment
80 percent
No
Optional
Projects:
Collegewide or
Campus-wide
projects that are
not part of the
collegewide
marketing plan
To market
strong
academic
programs;
events related
to driving
enrollment;
high-demand,
low-enrolled
programs;
high-demand,
room-to-grow
academic
programs;
15 percent
Advertising
(radio,
billboard,
television,
digital) printing
recruitment
tools such as
the viewbook or
brochures,
mailings
Programspecific
brochures,
postcards,
newspaper
advertising,
radio
advertising,
fliers
Yes
Is the
Application for
Use of
Integrated
Marketing
Communications
Funds
applicable? (See
question two for
explanation of
application.)
No
Yes – must be
completed by an
approved
designee (see
below)
2
Revised: June 22, 2016
Type
Required
Projects
Purpose of
funds
What
percentage
of the Onecollege
budget is
dedicated
to the type
listed to the
left?
finishing
programs
within 18
months or
online;
transfer
programs
To support the 5 percent
“must-do”
projects that
are not paid
for by the 80
percent
What are
examples of
what the funds
will be used
for?
Is the IMC
online
request
form
applicable?
Functional
Yes
units’ voice
bulletins and
email blasts,
mailing lists to
recruit new
students, course
catalog and
Commencement
programs
Is the
Application for
Use of
Integrated
Marketing
Communications
Funds
applicable? (See
question two for
explanation of
application.)
No
2. Does each campus have any marketing dollars available?
As of January 2015, each campus must apply for funds through the Application for Use of
Integrated Marketing Communications Funds if they would like to purchase advertising for
the campus.
3. If my program is not a focus of the enrollment marketing campaign, how do I pay for
marketing materials?
Following are two ways to proceed with paying for the marketing of your program.
1. The College recognizes there are collegewide and campus-wide projects that may need
funding. The task force has allocated 15 percent of the budget for these items. A request
for these funds may be submitted by designees, assigned by Cabinet. Designees may
complete the Application for Use of Integrated Marketing Communications Funds if the
program meets the specific criteria and is in need of materials to market:
 strong academic programs
 events related to driving enrollment
 high-demand, low-enrolled academic programs
3
Revised: June 22, 2016



high-demand, room-to-grow academic programs
modalities (finishing programs within 18 months or online)
transfer programs
The following designees have been selected by each functional unit and campus vice
president to request funds.
Unit
Designees
Office of the President
Nancy Wennberg
Office of Academic
Affairs
Cindy Doherty, Kathy Doherty, Kimberly Kelsey and Lynold McGhee
Office of College
Advancement
Pam Saylor and Maggie Nerozzi
Office of Finance
Tim Sandoe
Office of Human
Resources
Amiee Brough
Office of Information
Technology Resources
Robert Messner and Juanita Mort
Office of Student Affairs Tim Barshinger, Ken Shur and Rob Steinmetz
and Enrollment
Management
Gettysburg Campus
Shannon Harvey, Vanessa Larson, Scott Simonds and Leslie Boon
Harrisburg Campus
Jennifer Baar and Peter Law
Lancaster Campus
Christine Nowik
Lebanon Campus
Laurie Bowersox
York Campus
Jill Mitzel and David Satterlee
Virtual Learning
Amy Withrow and Jazmin Simpson
Following are the steps that will be followed for this process.
Task
Task
Number
Person Responsible
1. Review Application for Use of
Integrated Marketing Communications
Funds to determine if the project is
applicable for consideration
Deadline
Approved designee
4
Revised: June 22, 2016
Task
Task
Number
Person Responsible
Deadline
2. Complete application in its entirety and
submit
3. Review application to determine if the
project is approved or not
Approved designee
Application
committee
Within three business
days of receiving
application
4. Reply via email to applicant with
decision and budget code (if applicable)
and blind copy committee
5. Complete communications hub in its
entirety. Include budget code provided
by Megan Hoose.
Megan Hoose
Within three business
days of receiving
application
6. Receive confirmation of
communications hub request to begin
production of product(s)
Approved designee
7. If an outside vendor (e.g. printer) is
involved for the request:
Integrated marketing
communications
coordinator for project
management
1. Submit request for PO and
include account number provided
by Megan Hoose
2. Share PO and cost with Megan
Hoose
8. Approve the invoice if correct, and
submit it to Accounts Payable.
Approved designee
Integrated marketing
communications
coordinator for project
management
Within three business
days of submitting the
communications hub
request
Upon receipt of the
invoice from the
vendor
Upon receipt of the
invoice from the
approved designee
2. If the program does not meet the criteria listed in the application, the program must fund
its own marketing efforts, including printing of materials.
Advertising Procedures
4. If I want to advertise my program, what process do I need to follow?
Please do not agree to, or place, any advertisements, because all advertising requests must go
through the Office of College Advancement’s Integrated Marketing Communications (IMC)
Department. Please use the following information to determine the appropriate option for
your program or department.
5
Revised: June 22, 2016
Options:
1. Determine if you need funding support and if so, complete the Application for Use of
Integrated Marketing Communications Funds, following the guidelines set for the
application process.
2. If the program does not meet the criteria for the Application for Use of Integrated
Marketing Communications Funds, please submit a request through the communications
hub, along with your budget code, for assistance. Following the submission of the online
form, the designated IMC coordinator will work with the department to purchase the
advertising. The invoice for the advertising will be sent directly to the program or
department to be paid by the program or department.
Regardless, the supervisor of the department must agree to the media purchase and approve it
before final submission to the advertiser.
The Focus of HACC’s Marketing Efforts
5. How is the College focusing its marketing efforts for enrollment?
Using the input of the campus leaders, provost, associate provost and members of the Office
of Student Affairs and Enrollment Management, the Office of College Advancement (OCA)
is focused on communicating key messages to junior and senior high school students, parents
of current students, current students, non-traditional students (age 25-34), active military and
veterans and minority populations.
The OCA team has a marketing plan that encompasses the goals, strategies, target audiences
and tactics. The goals are to:
 increase awareness of HACC’s programs, initiatives and services
 educate prospective students of the value, outcomes and benefits of HACC
 improve communication to current students increase enrollment
The College also will continue to focus its efforts on high-demand, low-enrolled academic
programs. High-demand, low-enrolled academic programs are academic programs that
prepare students for high-demand occupations within Central Pennsylvania but typically do
not reach enrollment capacity.
These programs are provided by the College’s provost and vice president of academic affairs,
Cindy Doherty.
6. What if my program is not a high-demand, low-enrolled program? How will I promote
my program?
The program may submit a request through the communications hub for assistance. All
College materials should include the YOURS brand.
6
Revised: June 22, 2016