image & advancement 2nd annual progress report. image enhancement 1. prepare a long-range...
TRANSCRIPT
Image & Advancement
2nd Annual Progress Report
Image Enhancement
1. Prepare a long-range marketing plan
2. Communicate the Western Advantage to existing and new audiences
3. Market Western as an institution that sets the standard for excellence in student development and community leadership.
Campaign Implementation
To accomplish these goals we created a new image campaign to communicate quality – Discover Gold. Completed the brand development, creative look and
implementation strategy in January. Implemented the brand internally in March with
events, promotional materials, & contests.
Goal 1: Prepare a long-range marketing plan
Establish an institutional committee Ongoing work with brand development and creation
of strategies to communicate Western’s quality outcomes.
Establish an annual budget Callahan Creek provided guidance in this and with
implementation strategies. SPIF funding will give ability to test and project long-
term budgeting needs for campus.
Goal 2: Communicate the Western Advantage
Identify target audiences Focused on high school age students, influencers of this
group, alumni & community leaders for the campaign. Coordinate, analyze and monitor market
effectiveness Finished baseline research with prospective students,
business leaders. Determined internal benchmarks related to admissions and alumni giving
Goal 2: Communicate the Western Advantage Create effective messages
Using Discover Gold to communicate key quality messages regarding
• Applied learning• Outcomes• Academic excellence• Opportunities to engage students
Goal 2: Communicate the Western Advantage Communicate
Western’s image Focus on
photography, up close & personal
Testimonial driven High energy Focus on core
messages and look
Goal 3: Market Western as a college that sets the standard in student development & community leadership
Market opportunities for students at Western to take advantage of strong academic programs
Market opportunities for students to participate in applied learning opportunities
Market student life opportunities
Goal 3: Market Western as a college that sets the standard in student development & community leadership All three goals reinforce key messages. Working with Enrollment Management group on how to
market all of these to prospective students & their parents.
Working with student development to market campus experience, especially campus living.
Working with applied learning to promote those opportunities.
All are important in building our reputation and recruiting students.
Institutional Advancement
1. Create a development plan to meet the Foundation and Alumni short-term and long-term goals
2. Generate increased financial support through partnerships
Goal 1: Create a plan for Foundation & Alumni
Create a two-year plan for the Foundation. Completed
• Explored funding approaches for Fulkerson Center• Reviewed the current scholarship program• Developed a process for special events
In progress• Clarify relationships of the College, Alumni Association and
Foundation• Construct & open Fulkerson Center• Develop a plan for Planned/Deferred gifts
Goal 1: Create a plan for Foundation & Alumni Create a two-year plan for the Alumni
Association Completed
• Develop a plan that establishes links to strategic plan• Review alumni publications
In progress• Develop an updated alumni directory• Establish communication between alumni office and other
campus departments• Expand alumni involvement in Homecoming• Develop an Alumni Association board orientation
Goal 1: Create a plan for Foundation & Alumni
Develop a two-year plan to enhance community relationships & partnerships Explore present relationships and identify areas of
improvement Develop a process for improving relationships Develop a process for identifying key individuals in
new relationships.
Goal 2: Generate increased financial support and investment through partnerships
Work cooperatively with grants office Develop a prospect and donor research
program Develop a process for identifying potential donors Develop a process for educating & cultivating donors Develop a process for donor solicitation
Goal 2: Generate increased financial support and investment through partnerships
Improve relations with area financial planners Explore present relationships and identify areas for
improvement Develop a process for improving relationships Develop a process for identifying key individuals and
developing relationships