Download Marketing Council Mintues

Marketing Council Mintues
June 1, 2005
Members present: Dan Mondoux, Don Konopa, Karen Visser, Lauren Beresford, Mike
McCall, Mimi Johnson, Steve Doherty, Van Muse. Guest: Carol Heeter
Members absent: Jim Taylor, Pat Norris, Keith Platte
I.
IEC Final Report
D. Konopa provided direction regarding reporting structure and protocol for
the Annual Marketing Council Report to IEC. M. McCall moved; D.
Mondoux seconded approval of changes being requested in the roles and
functions of the Marketing Council. The council moved to approve the
revisions. Those requested changes are reflected below and will be forwarded
to the Committee on Councils:
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Change the title of the office in the Statement of Purpose to read: the
Marketing and Enrollment Services Office
General Statement and Purpose: no revisions
Membership: The Director of Instructional Computing should be replaced
by the Director of Administrative Computing.
-Rationale: Marketing on the web is a significant component of
marketing strategy. The Director of Administrative Computing
best represents the work involved.
Roles and Functions:
1. In A., change “discuss” to “analyze.”
-The Council feels it does more than simply discusses
issues. It analyzes and provides input.
2. Change B to: “Support the annual marketing
emphasis determined by Instruction and other units
of the College”
-An Institutional decision was made within the last two
years that Instruction will determine the programmatic
marketing emphasis in any given year. The Council will
support Instruction on its decisions.
3. Change C to: “…proposed campaigns and themes.”
-The work of individual projects is too operational for the
Council, which needs to focus on the bigger picture
captured in major campaigns and universal themes.
4. D remains the same.
5. Eliminate E
-The function of reviewing marketing objectives belongs
within the marketing department and not in the hands of the
Council.
6. Change F to: “Communicate marketing goals and
efforts of the institution to individual units.”
-“Communicate” better describes this function than
“reports back.”
II.
Marketing Plan
Discussion began regarding the development of a comprehensive marketing
plan. Topics included:
1.
2.
3.
4.
Is there a need for a comprehensive marketing plan?
What type of plan should be prepared?
What does the Marketing Council hope to achieve?
What is the role of the Marketing Council in preparing a
plan?
5. Are there research questions/data that should be
completed/collected before we proceed?
The consensus of the Council was that a plan is needed.
L.. Beresford contributed valuable insight regarding the purpose behind
the plan:
1. To gain from shared resources in implementing the plan
2. To build ownership into the plan
3. To obtain administrative support
4. To ensure efficiencies
5. To pool buying power
6. To share across the institution, including through electronic media
V. Muse commented on our past performance as being effectively tactical but
not necessarily effectively strategic. R. Miller and M. McCall confirmed that
the plan needs to be comprehensible more than comprehensive.
Discussion followed regarding the involvement of the Council in the plan. It
was decided that the we must follow the prescribed direction and charge of the
Council itself. The Statement of Purpose reads: “The Marketing Council will
advise the Marketing and Enrollment Services Office as to the marketing
needs of the Institution, provide input into marketing efforts, and assist in
ensuring that marketing efforts are compatible and consistent with the
Institution’s marketing plan.”
L. Beresford suggested that the Marketing Council be the point where we can
come together to coordinate marketing activity.
D. Mondoux suggested that we develop a flow chart of the Council’s
activities, along with timeline so as to establish a pattern for ensuing years.
It was decided that:
1. Steve Cannell would be invited to visit with the Council to address the
question: Where does the marketing plan fit into the college’s overall
planning process?
2. Each member would provide a list of individual and mutual marketing
needs. K. Visser will compile a list and the Council will attempt to
categorize the needs at the next Council meeting.
III.
Next meeting
Friday, June 10 at 11:00-noon
Due date for lists of marketing needs: Wednesday, June 8 by noon. Thank
you.