Download Marketing Unit Review - Florida Keys Community College

Florida Keys Community College
Marketing Unit Review
ADMINISTRATIVE UNIT REVIEW 2010
1. Name of Unit:
Marketing
2. Employees in Unit and their Titles:
Mary Martin: Assistant Director Media and
Publications
3. Please identify the purpose or role of your Unit. Indicate any changes/growth/downsizing
that may have occurred in your Unit over the past year.
The Marketing Department’s purpose is to utilize various paid media to communicate the college’s
message; to work with the college programs and departments to coordinate messages that
promote the programs of the college and that provide the information on educational
opportunities to the public. The purpose is to provide graphic design, media placement and
publications support services to the college, locally, nationally and internationally as well as to
contracted marketing companies.
The unit stayed consistent in personnel and its organizational structure during 2009-2010.
Marketing reported to the Director of Enrollment Management, Marketing, and Recruitment. This
comes after two consecutive years of organizational changes within this unit.
The Marketing Budget did experience a reduction in 09-10. The budget went from $184,100 nonpersonnel expenses to $169,200. All departments were asked to reduce their budget by 10%. In
the spring of 2009, an Interim Public Relations Director position was created and moved out from
underneath this department. That position was not given non-personnel expense line items.
During budget submission process, the marketing department was requested to reduce its budget
by $10,000 in order to allocate that money to the new PR budget. These two requests resulted in a
9.1% deduction of the marketing budget.
4. Explain to what extent your Unit supports other programs and/or units at this institution.
Please include student and/or staff demographics relevant to your Unit and its purpose.
The marketing unit provides any of the following forms of public outreach:
 Print
 Radio
 TV
 Posters
 Bulk mail (course schedule)
 Brochures
 Other program-specific marketing materials
to assist in communicating initiatives and educational opportunities at the college for
the
following units:
 Recruiting
1
Florida Keys Community College
Marketing Unit Review





Public Relations
Advising-college Catalog and postcards
Library
AA/AS/Certificate programs-printed magazine class schedule and other program
specific materials
Continuing Education
5. Please list any innovations, new projects, or local and/or state-wide efforts to improve
your Unit over this past year. Indicate whether the efforts were included in your annual
plan. If these were not part of your annual plan, explain how they came to be priorities
and what the outcomes were.
Capitalizing on Key West as a tourist destination, the unit continued marketing in
traditional tourist outlets (TV, printed tourist books, chamber of Commerce publications, In
your Face Advertising etc.) for both the AA transfer and our “unique programs”.
In 09-10 the Dive Department picked up the expenditures in a monthly nationally
distributed publication “Dive Training” Magazine which started in the Fall of 2008. The
marketing efforts were coupled with coordinated recruitment efforts in 09-10. The unit
also included Marine Environmental Technology program, marketing together our unique
island learning experience. The Dive Department along with the Recruiter hit various fairs
and dive specific expos which where available was supported by prior paid advertising in
those areas. The dive web pages were also reworked to better reflect the program’s
offerings.
Growth in the Diving program doubled. Student headcount went from 48 in 08-09 to 96 in
09-10. The duplicated headcount in courses that relate to this program went from 293 in
08-09 to 433 in 09-10. The FTE went from 26.3 to 37.2
Growth in the Marine Environmental program exploded as well. The duplicated
headcount in courses that relate to this program went from 250 in 08-09 to 472 in 09-10.
The FTE went from 25.7 to 48.5.
The unit also targeted the Marine Technology program for out-of-district exposure. Three
ads were run every other month from September to January in a national publication, Boat
US. The programs were also featured on their educational website link with direct links to
the FKCC program site. The advisor for Marine Engineering and Seamanship experienced
an increase in phone calls regarding program as well as an increased volume of emails
directly correlating with the timing of the ads. Quantive numbers do not support major
growth in student headcount. The director did explain that growth was not possible given
the current staffing crisis and thus inability to offer more courses.
2
Florida Keys Community College
Marketing Unit Review
However some growth was seen in the Marine Technology program. The duplicated
headcount in courses that relate to this program went from 424 in 08-09 to 532 in 09-10.
The FTE went from 45.9 to 56.8.
TV commercials which had previously aired on Keys TV were expanded to pick up younger
generation audiences on specific cable stations keys wide. 120 commercials per month
were split between 5 Comcast channels:
o Comedy Central
o Sci-Fi
o MTV
o BET
o Discovery Channel
ATT Barter Agreement was greatly expanded in the 09-10 year. Our free educational
information pages were expanded from 1 page to 4 pages in the front community
information section.
Overall headcount number for out of state students (annual head count by residency for
tuition purposes) went from 144 to 197 and for in state students it went from 3255 to 3467
Another initiative was to update our photography depository. Marketing was unable to
photograph 2 of the 4 targeted areas of the college due to financial constraints. The
department chose to photograph Marine Science and general student and faculty
interaction in and outside of the classroom. They were the two focuses because FKCC did
not have any professional photos in the marine sciences area and needed updated photos
for publications. Marketing now has 50 new photos of the 2 identified areas to work with
for publications and advertising.
This unit also expanded it support to the Recruitment Department to help with the
messages for the matriculation of new students. Paid external marketing messages, where
appropriate, were mirrored in the EM system insuring a cohesive message throughout
various “touch points” with potential new students. The unit also picked up sending
Viewbooks to 650 High School Guidance counselors in Florida through our Next Step
contract.
All these initiatives were included in the department’s annual plan. That plan was crafted
by using the 2007-2010 strategic plan of FKCC.
3
Florida Keys Community College
Marketing Unit Review
6. Explain your satisfaction with your assessment of your 09-10 plan and the impact that your
efforts had toward achieving your objectives and outcomes – and ultimately the mission of
the institution.
I am satisfied with all the 09-10 objectives as laid out in my annual unit plan except for one
area. The 09-10 plan included Identifying new and /or reworked processes for quantitatively
tracking marketing sources of applicants. Currently the website inquire pages has an outdated
drop down menu and the hard copy application has an outdated “where did you hear about
us”.
Applications have not been redesigned. Financially it is not sound to print more application with
the current budget constraints until current supply is used. The Enrollment Management
Committee has begun working on the questions on the application to accurately reflect “how
did you hear about us?” This unit is not represented on that committee.
The questions will be more categorized to possibly include:
o Billboards
o National magazines
o Newspaper
o Radio
o Web search engines
The questions will tie options to reflect marketing efforts of the department to better identify
what advertising efforts are effective, therefore helping prioritize budget allocation.
7. Identify the sufficiency of the physical, financial and personnel resources available to support
your unit this past year.
The Marketing Budget did experience a 9.1% reduction. The unit had kept up with last year’s
initiatives but advertising dollars had been 93% exhausted with 6 months still to go in the fiscal
year.
This was accomplished by shuffling line item revenue out of various areas and put into
advertising. The $10,000 was also put back into the budget late in the fiscal year.
The marketing associate feels confident in fulfilling her job responsibilities effectively with the
current personnel and equipment, however, the greatest concern is that the advertising line
items in the budget have been compromised due to the fact that the college attempted to
sustain the 08-09 advertising campaign in the 09-10 year with less resources.
If the college leadership desires to sustain the advertising campaigns then there will have to be
increases allotted to the advertising line item in the marketing budget back to the original
levels.
4
Florida Keys Community College
Marketing Unit Review
8. After reflecting on the purpose of your Unit, people served, and the achievements made over
the past year, please identify anticipated future changes and resource needs (personnel,
equipment, space, workloads, etc.) that you would like to include in this year’s (2010-2011) or
next year’s (2011-2012) annual plan to promote continued growth.
After reflection upon last year’s plan and reviewing the 2010-2013 strategic plan for the
college, the unit’s plans will shift somewhat. While holding fast to our out-of-district marketing
efforts, the unit will increase marketing efforts to attract our local high school population. The
unit intends to shift monies from select high dollars advertising contracts and focus those
dollars in marketing to the local high school students and their decision makers locally.
9. This Unit’s operations are:
x
Strong
Please
explain:
By prioritizing objectives, managing project workflows, coupling with
program directors and the recruiter to ensure a continuous flow and
cohesive message across all media, and having the financial funding to
implement those objectives, this unit’s 09-10 operations were strong.
Moderate Please
explain:
Weak
Please
explain:
10. Please indicate your overall recommendation for this program:
Continue with current operating
Please
plans
explain:
Incorporate new
objectives/outcomes into current
2010-2011 plan
X Include identified future needs in
the spring planning for 2011-2012
Background:
Please
explain:
Please
explain:
Funding needs to be reinstated at past levels otherwise
outcomes will need to be lowered or eliminated.
Recruitment needs to be aligned more closely with
marketing and given the resources to absorb the
additional responsibilities without compromising base
recruitment efforts.
5
Florida Keys Community College
Marketing Unit Review
Much of the 10-11 unit plan on file may not be realized given the financial and directional shifts that
have occurred in the first three months of the fiscal year. Three factors have contributed to this. First,
the unit’s submitted roll-over budget was reduced by 30%. This comes on top of the 10% reduction in
the previous year. Second, the unit was also moved out from under Enrollment Management,
Marketing and Recruitment and placed under Public Relations weakening the cohesion between
Marketing and Recruitment. Recruitment was placed under Student Services, assigned more
responsibilities outside of recruitment, and had significant budget reductions, thus weakening base
recruitment efforts. Finally, some of the plans and priorities listed in the 10-11 Unit Plan have been
eliminated or redirected.
Approval Information:
Program Reviewer:
Name: Mary Martin
Title: Asst. Dir. Media and Publications
Recommendation of Supervisor
Continue:
Incorporate new
objectives in 10-11
plan:
Sign:
Date: 10/14/10
Include future
needs in 2011-2012
plan:
Sign & Date:
Recommendation of President
Plans
Acceptable:
Plans require
modification,
specifically:
Sign & Date:
6