Strategic Planning3rd   Open Campus Meeting

&Presentation to Board of Trustees

Branding, Outreach and RecruitmentApril 24 and May 18,  2012

1

Work Group Charge

The detailed charge to the planning Work Group on Branding, Outreach, and Recruitment is to determine how the College can more effectively articulate and convey its value proposition to the external community and develop a stronger brand in the marketplace: translate that into effective recruitment of high quality and diverse students; and proactively develop mutually beneficial relationships with other institutions or community and industry leaders.

In addition, this group will consider how technology relates to our charge and ensure that our strategic recommendations support enhancing the use and teaching of technology at Vaughn College.

2

Work Group Members

Khalid Mouaouya, Chair of Work Group, Eng. Dept., Faculty

Hossein Rahemi, Engineering Dept. Chair

Manuel Jesus, Engineering Dept., Faculty

Philip Meade, Director of Career Development

Jon Hochberg, Director of Athletics, Recreation, Student Services

Brian Linhares, Engineering Dept., Student

Celso Alvarez, Director of Admissions

Saralda Ortiz-Howard, Director, Precollege Initiative Programs

Camila Turietta, Aviation Dept., Student

3

Key Elements of Charge

Branding: What is the Vaughn image we want to portray? How are we going to define our Brand? 

Evaluate current creative service, examine the market, and study the effectiveness of Vaughn College and competitors’ marketing materials. Unify school branding and develop style guide for marketing and sales materials.

Outreach: How do we deliver the message? Develop a more effective online presence, develop social media brand awareness, and create virtual online Vaughn College open house. Evaluate all TV, prints, and radio ads; expand upon that work by adding student testimonials. Assess students’ enrollment and involvement with students’ chapters of National/International societies. Research regional, national, and international societies for student participation. Look into bringing a High School Robotic Competition and other competitions to campus and establish a Tech Day Poster competition for high school seniors and graduates

Recruitment: How do we attract students?  Evaluate the use of recruitment teams of faculty, students, staff and alumni. “Students attract other students.” Have students deliver seminars to area high schools regarding their achievements and opportunities for new Vaughn students. Consider implementing a website that can be linked to students’ engagements, professional developments, and achievements. Highlight more alumni success stories during high school college fairs and college open houses and on the college’s website. Look into creating scholarships/internships geared specifically towards women.

4

SWOT ‐ SUMMARY

Strengths Good awareness of Vaughn College in the New York Metro area.

The Teaching and Learning Center, Students Advisory Center, Supplementary 

Instructor, and others, is well‐established to support student success.

The diversity of our student population.

Small class sizes lead to a strong bond and a high level of interaction between 

faculty and students.

Academic programs and activities prepare students for both the workplace and 

graduate school.

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SWOT ‐ SUMMARY

Weaknesses Insufficient space for classrooms, laboratories and professional activities

Promotion and details about non‐aviation related program offerings need 

to be stronger 

Website presentation of faculty bios, credentials, certifications, and student 

engagements are not well showcased within departments’ webpage.

6

SWOT ‐ SUMMARY

Opportunities Students attract other students. Have students deliver presentations to 

area high schools.

Embrace new technologies and develop an online open house using live 

video streaming.

Focus on increasing female student population throughout all programs. 

Expand program collaboration and articulation with other institutions.

Invite high schools and community partners to attend and host events on‐

campus.

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SWOT ‐ SUMMARY

Threats Educational funding cuts due to either the poor economy or significant 

change in political leadership or HSI status.

Lack of research facilities lessens Vaughn’s opportunities in some grant areas 

(Research & Development).

With tuition costs rising faster than wages, students who are not eligible to 

file FAFSA (Free Application for Federal Student Aid), are more likely to attend 

lower cost public institutions.

Having fewer internships available lessens students’ real‐world experience 

outside the classroom. Nowadays students want and are looking for institutions 

who can offer them industry experience prior to graduation.8

Recommendation # 1 Determine the characteristics of our brand.

Research the viability of dropping the “of Aeronautics and Technology” and branding ourselves as “Vaughn College”.   By dropping “of Aeronautics and Technology” this may allow the ability to rebrand our current programs while incorporating the possibility for social and humanistic growth that will help attract a diversity of male and female students.

Having a title with “of Aeronautics and Technology” may give the impression that those are the only two areas of studies Vaughn College has to offer.

How can we brand the institution to convey the “Personality” and “Value” of Vaughn College ?

Powerfully Express what makes Vaughn different from our competitors.

Clearly indicate the essence of our mission (work closely with the mission  group).

Extend the value proposition across all academic programs.                    

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Recommendation # 2

Examine and clarify website, outreach brochures, commercials and 

elements that impact brand.

Design program with specific brochures to highlight specific majors, internship and 

job opportunities and faculty on campus.

Use materials within the departments and programs to insure clearly defined Vaughn 

College brand. 

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Recommendation # 3 Broaden the recruitment process by engaging more people on campus.

Develop/train a recruitment team to support the Admissions Department.

Include faculty, students, alumni and staff to promote departments and programs 

available at Vaughn College in recruitment team. 

Expand Target Audience to include Military Veterans and Adult Learner. 

Expand recruitment initiatives internationally by locating key countries and 

programs for feeder schools.     

Increase the uses of technology for recruitment, (i.e., online college fairs webcam 

Q/A sessions). 

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Recommendation # 4

Focus on increasing female student population throughout all programs.

Developing Scholarships/internships geared specifically toward women. 

College involvement with women professional societies and conferences, 

such as Society of Women Engineers and Women in Aviation.  

Make female students aware of STEM‐related programs and potential for 

high‐paying jobs in STEM fields. 

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Recommendation # 5

Expand program collaboration and articulation with other educational 

institutions. 

Host high school and community events at Vaughn College.

Create more program articulations with two‐year community colleges. 

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Recommendation # 6

Consider adding program coordinators within departments to enhance 

outreach and recruitment activities.

Enhance department involvement in outreach activities.    

Enhance department effectiveness in delivering quality academic programs.

Deliver seminar regarding program offerings and student activities to area

colleges and high schools.         

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Recommendation # 7

What is the optimal student population size for Vaughn?

Optimal size is maximum 2000 students.

If population size is any larger it may affect one of our core values: small 

class size, faculty/ student ratio.

Increase should occur incrementally to assure College can handle size.

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REFERENCES

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1. Marketability Survey and Quality Report (Conducted by Stevens Strategy)2. Stamats Prospect Search Results3. Department of Labor Projections4. Vaughn College website5. American Council on Education6. National Science Foundation7. National Association of Colleges and Employers Spring 2011 Salary Survey8. The Robotics Education and Competition Foundation ( RECF)9. National Center for Education Statistics10. Branding development cost based on national averages. Source: Graphics Artists Guild: 

Handbook for Pricing and Ethical Guidelines 12th Edition ISBN‐13: 978‐093210213311. Live streaming open house cost sources: Local New York City based vendors:  American 

Movie Company http://www.americanmovieco.com/ and SightFXhttp://www.sfxnyc.com/

12. U.S. Department of Education.  13. National Center for Education Statistics

QUESTIONS ?

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Recommendation # 1: (SD1) Current Brand as gathered based on our Mission Statement, Vision Statement, and recruitment material.The college positions itself as an institution of Aviation, Engineering, Technology & Management. Offering degree programs in the following areas:

Associate in Occupational StudiesAviation MaintenanceAssociate in Applied ScienceAeronautical Engineering TechnologyAircraft OperationsAirport ManagementAnimation and Digital TechnologiesAviation MaintenanceElectronic Engineering Technology: AvionicsBachelor of ScienceAircraft Operations Airline ManagementAirport ManagementAviation MaintenanceAviation Maintenance ManagementGeneral ManagementElectronic Engineering Technology: AvionicsElectronic Engineering Technology: GeneralMechanical Engineering Technology: AeronauticalMechanical Engineering Technology: Computer‐Aided DesignMechatronicsMaster of ScienceAirport Management(retrieved from Vaughn College website on 4/4/12) 18

Recommendation # 1: (SD2)

All of the programs are to be built on the aeronautical heritage of the institution while incorporating the latest technology to meet industry needs.

I.E. Aviation Maintenance, Electronic Engineering Technology: Avionics, Mechanical Engineering Technology: Aeronautical, Aviation Maintenance Management, Airport Management, Airline Management

(retrieved from Vaughn College website on 4/4/12)

Providing a distinct education.Mechatronics (New York’s first bachelor degree program in this discipline)

(retrieved from Vaughn College website on 4/4/12)

Diverse student population thrives.2011 New Student DiversityBlack/African American:   22%American Indian or Native Alaskan:  1%Asian or Pacific Islander: 16%Hispanic:  34%White, non‐Hispanic:  16%Two or more races:  8%Unknown:  3%(retrieved from Vaughn College website on 4/4/12)

Culture of excellence.ranked among the top regional colleges in the North (2011).http://colleges.usnews.rankingsandreviews.com/best‐colleges

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Recommendation # 1: (SD3)

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Innovative curriculum responsive to changing industry needs.Mechatronics combines the elements of mechanical, electronic and computer engineering to create smart technologies.(retrieved from Vaughn College website on 4/4/12)

Integration of technology into academic programs.CATIA, MATLAB, Solid Edge, Patran‐Nastran, Dreamweaver, AutoCAD(retrieved from Vaughn College website on 4/4/12)

Only master's degree in airport management in the Northeast.(retrieved from Vaughn College website on 4/4/12)

Website colors of blue & yellow are virtually identical to that of Top tier competitor Embry‐Riddle.Both feature the colors of blue and yellow, despite the official colors of Vaughn being maroon & white.(retrieved from Vaughn College website & Embry‐Riddle website on 4/4/12)

Recommendation # 2: (SD1)

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Design program with specific brochures to highlight specific majors, internship and job opportunities and faculty on campus

Use materials within the departments and programs to ensure a clearly defined Vaughn  brand

BRANDING DEVELOPMENT COSTS  (National Averages)OrganizationalIdentity DesignPackage

CompleteWeb Site

StationarySystem

Complex Brochureand Service Catalog

Program SpecificBrochuresSingle PageOption(8.5x11”)

Program SpecificBrochures       8 Page Option(8.5X11”)

DepartmentNewsletter12 Page Option(8.5X11”)

Medium Client

$20,000‐100,000

$15,000‐40,000

$2,500‐10,000

N/A N/A N/A $2,000‐5,000

Large Client $50,000‐250,000

$30,000‐50,000

$5,000‐15,000

$2,000‐4,000 $2,500‐6,500 $4,000‐8,000 $3,500‐10,000

Source:   Graphics Artists Guild: Handbook for Pricing and Ethical Guidelines 12th Edition    

Recommendation # 3: (SD1)

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Include faculty, students, alumni and staff to promote departments and programs available at Vaughn College in recruitment team

Expand target audience to include Military Veterans and Adult Learners

Recommendation # 3: (SD2)

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Expand recruitment initiatives internationally by locating key countries and programs for feeder schools      SD28

Increase the uses of technology for recruitment

Recommendation # 3: (SD3)Live streaming can be billed by hourly, half day and full day rates. Vendors will provide all equipment necessary to deploy the live stream and coordinate with current website vendor to integrate the live stream link into the Vaughn College Website.

A live event stream setup consists of a two camera setup and all the audio visual gear required to stream and archive an open house event live to the internet.

Sources: Local New York City Based Vendors:  American Movie Company and SightFX.

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Hourly Rate: Half Day Rate: Full Day Rate:Video EditingHourly Rate:

$ 375 $ 2000 $ 3000 $150

LIVE STREAMING COSTS

Recommendation # 3: (SD4)

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Number of international students enrolled in U.S. postsecondary, by academic level: Academic years 1969‐70 through 2007‐08

NOTE: Undergraduate estimates include associate’s and bachelor’s enrollments. Graduate estimates include  master’s, doctoral, professional training, and unspecified enrollments. The data collection process changed in 1974‐75; thus, refugees were counted from 1975‐76 to 1990‐91. After 1990‐91, refugees were no longer counted. For more information on the Open Doors international Student Census and on the Integrated Postsecondary Education Data System(IPEDS), see supplemental note 3.

SOURCE: Open Doors: Report on International Education Exchange. New York: Institute of International Education, selected years, 1969‐70 through 2007‐08

Recommendation # 3: (SD5)

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Percentage of                                                 Percentage ofInternational                                                International

Country of Origin                  Total          student total        Country of Origin        Total                 student totalWorld total                        623,805                       100.0                                                        100.0India                                      94,563                         15.2        Nepal                            8,936  1.4China                                     81,127                         13.0        Germany                      8,907       1.4South Korea                         69,124                          11.1       Vietnam                       8,769            1.4Japan                                     33,974                           5.4        United Kingdom         8,367            1.3 Canada                                  29,061                           4.7        Hong Kong                   8,286         1.3Taiwan                                  29,001                           4.6         Indonesia                    7,692       1.2Mexico                                  14,837                           2.4         Brazil                           7,578   1.2Turkey                                   12,030                           1.9         France                         7,060    1.1Saud Arabia                            9,873                           1.6         Colombia                    6,662          1.1Thailand                                  9,004                           1.4         Nigeria                        6,222    1.0

Number and percentage of international students enrolled in U.S. postsecondary institutions,  by selected countries of origin: Academic year 2007‐08

NOTE: Only the top 20 counties of origin are featured here.SOURCE: Bhandari, R., and Chow, P. (2008). Open 2008: Report on International 

Educational Exchange. New York: Institute of International Education.  

Recommendation # 3: (SD5A)

27

Number and percentage of international students enrolled in U.S. postsecondary institutions,  by selected countries of origin: Academic year 2007‐08

NOTE: Only the top 20 counties of origin are featured here.SOURCE: Bhandari, R., and Chow, P. (2008). Open 2008: Report on International 

Educational Exchange. New York: Institute of International Education.     

0

2

4

6

8

10

12

14

16

010,00020,00030,00040,00050,00060,00070,00080,00090,000

100,000

Series1

Series2

Recommendation # 3: (SD6)

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Table A-39-1. Number and percentage distribution of Fall undergraduate enrollment in degree-granting institutions, by control and level of institution and selected student characteristics: Fall 2009

Student characteristic

Fall enrollment

Total, all institutions

Public Private, not-for-profit Private, for profit

4-year 2-year 4-year 2-year 4-year 2-yearTotal 17,565,320 6,285,149 7,101,444 2,558,594 34,767 1,200,172 385,194

Attendance status and ageFull time 11,143,499 4,904,272 2,880,631 2,119,871 23,483 870,633 344,609

Under 25 8,775,443 4,333,533 2,136,470 1,846,921 15,201 276,118 167,20025 to 34 1,485,537 427,580 453,005 160,629 4,779 333,114 106,43035 and over 861,638 140,357 287,062 105,078 3,439 258,160 67,542Age unknown 20,881 2,802 4,094 7,243 64 3,241 3,437

Part time 6,421,821 1,380,877 4,220,813 438,723 11,284 329,539 40,585

Under 25 2,977,409 654,948 2,094,673 130,727 4,127 78,248 14,686

25 to 34 1,736,154 406,737 1,050,717 130,536 3,693 130,467 14,004

35 and over 1,675,394 315,287 1,060,931 165,660 3,404 118,669 11,443Age unknown 32,864 3,905 14,492 11,800 60 2,155 452

NOTE: Degree-granting institutions grant associate's or higher degrees and participate in Title IV federal financial aid programs. Race categories exclude persons of Hispanic ethnicity. For more information on race/ethnicity, see supplemental note 1.For more information on IPEDS, see supplemental note 3. Institutions in this indicator are classified based on the highest degree offered. For more information on the classification of postsecondary institutions, see supplemental note 8. Detail may not sum to totals due to rounding.SOURCE: U.S. Department of Education, National Center for Education Statistics, 2009 Integrated Postsecondary Education Data System (IPEDS), Spring 2010, Fall Enrollment.

Recommendation # 3: (SD7)

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Demographic Characteristics of Military Students, Nonmilitary Nontraditional Students, and Nonmilitary Traditional Students: 2007‐08

Demographic Characteristics

Military Students

Nonmilitary nontraditional students

Nonmilitary traditional students 

Total 100 100 100Age

18 or younger 0.5 0.9 18.119‐23 15 13.6 81.924‐29 31.4 37.2 N/A30‐39 28.2 26.5 N/A

40 or older 24.9 21.9 N/ASOURCE:  Radford & Wun (2009), Table 2‐A. Based on NPSAS:08 data.

As of September 2008, the US Department of Veteran Affairs estimated that there were 23,442,000 veterans in the US

Two Million US military personnel have fought in the Afghanistan and Iraq wars (American Council on Education, 2008) 

Recommendation # 4: (SD1)

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Developing scholarships/internships geared specifically toward women

Currently the National Science Foundation awarded Vaughn College with an S-STEMscholarship for $575,000 for 5 years. This scholarship is aimed to increase student enrollmentand achievement in engineering and engineering technology programs. As part of this S-STEMScholarship grant, using our selection criteria, a total of 25 freshman students will be selectedfor this scholarship. This scholarship can be used to increase female student enrollment inengineering and engineering technology programs.

Year Total # of StudentsMaximum Award Amount Per Recipient Total Award Amount

One 10 (Freshmen) $5,000 $50,000

Two25 (15 Freshmen; 10 Sophomores) $5,000 $125,000

Three25 (15 Sophomores; 10 Juniors) $5,000 $125,000

Four25 (15 Juniors; 10 Seniors) $5,000 $125,000

Five 15 (Seniors) $5,000 $75,000

Recommendation # 4: (SD2)

The table below lists the average starting salaries for different engineering disciplines

College Major Number of Offers Average SalaryAerospace/Aeronautical Engineering 14 $54,411Civil Engineering 76 $48,178Computer Engineering 34 $60,112Electrical/Electronics & Communication Engineering 95 $60,646

Engineering Technology 25 $57,176Mechanical Engineering 248 $60,739Systems Engineering 31 $57,497Source: National Association of Colleges and Employers Spring 2011 Salary Survey, based on offers reported during the period of September 1, 2010 through March 16, 2011.

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Make female students aware of STEM‐related programs and potential for high‐paying jobs in STEM fields.   

Recommendation # 4: (SD3) College involvement with women professional societies and conferences, 

such as Society of Women Engineers and Women in Aviation. 

The study conducted by the US government shows that

1. There are about 160,000 women engineers in the US, which represents 10% of the engineering workforce. A high demand for women engineers

2. According to Alma Fallon, President of the society of Women Engineers, “ depending on experience the women engineers typically come in with a higher rate”

3. According to President and CEO of MentorNet. Carol Muller, “the starting salary in engineering is likely to be at least double what the average salary is for women in the Social Sciences and Humanities majors”

Encouraging female students to participate and enroll in students’ chapter of national/International societies, especially society of women engineers (SWE). Participation in professional societies, provide them a greater networking for both internship and career opportunity. The cost for each student will be membership fee ($20 for SWE) and participation in the conference ($600 approximately for hotel and airline charges). Various grants and department budget for students’ engagements can be used to cover their conference participation cost.                  32

Recommendation # 5: (SD1)

33

VEX Cost

VEX Field Perimeter

SecurityVC-HR Data

Maintenance/HousecleaningVC–HR Data

Volunteer Food/15 People

Volunteer shirts15 People

Total

First Year $1100 $200 $632 $200 $200 $2332Every Year After Reusable $200 $632 $200 $200 $1232

Vaughn College’s Cost per EventPer Event Maintenance Security Cleaning Crew Food Total Cost

$332.16 $200.00 $300.00 No Cost $832.16

Benefits to Vaughn College if one student who attended VEX Event decided to attend Vaughn College

Cost of Host one Event Tuition Cost for one year at Vaughn CollegeFall 2012

First Year $2,332.00 Full-Time $18,000 per year

• VEX Field Perimeter - Include reusable VEX Competition Field Perimeter, Mats, and Electronics from VEX Robotics• After the first year, registration fees ($50 per team for 20 teams) should cover nearly all of our expenses moving forward• The RECF donates the event partner support kit (game objects, trophies, etc).• Cost for Security and Maintenance/Housekeeping is provided by the Vaughn College HR department. • Food will be sold by cafeteria. In February 2012 the Cafeteria served 21, 222 customers.On average there are 3-5 thousand customers weekly. Soon there will be two registers opened which will allow for servicing more customers. Information provided by John Agnelli, VP of Student Affairs• Information obtain from Vaughn College website

Host high school and community events at Vaughn College.

Recommendation # 5: (SD2)

Create more program articulations with two‐year community colleges

To promote and attract more qualified students to our four years engineering, engineering technology, 

and Management programs, departments established program articulation with several two‐years 

County and community colleges. Currently nine program articulation has been established by 

engineering and technology department and three by management department.  The list of Colleges 

that currently have articulation agreement with Vaughn College are provided in College website

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Recommendation # 5: (SD3)  The entire list of articulations agreementsCounty College of Morris A.A.S. Electrical Engineering Technology B.S. Electronic Engineering Technology‐ General Electronics 57 Credits Fulton Montgomery Community College A.A.S. Electrical Technology B.S. Electronic Engineering Technology‐ General Electronics 58 Credits Kingsborough Community College A.A.S. Tourism and Hospitality B.S. General Management 50‐55 Credits Kingsborough Community College A.A.S. Tourism and Hospitality B.S. Airport Management 59 ‐ 60 Credits Kingsborough Community College A.A.S. Tourism and Hospitality B.S. Airline Management 55 ‐ 59 Credits LaGuardia Community College A.S. Engineering Science B.S. Mechanical Engineering Technology: General 60 Credits LaGuardia Community College A.S. Engineering Science B.S. Mechatronic Engineering 63 Credits Middlesex County College A.A.S. Electrical Engineering Technology B.S. Electronic Engineering Technology‐ General Electronics 66 Credits Nassau Community College A.A.S. Electrical Engineering Technology B.S. Electronic Engineering Technology‐ General Electronics 61 Credits Passaic County Community College A.A.S. Electronic Engineering Technology B.S. Electronic Engineering Technology‐General Electronics 65 Credits Queensborough Community College A.A.S. Electronic Technology B.S. Electronic Engineering Technology‐ General Electronics 59 Credits SUNY Orange A.A.S. Electronic Technology‐ Telecommunications Program B.S. Electronic Engineering Technology‐ General Electronics 64 Credits 

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Recommendation # 5: (SD4) 

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BOCES Program

BOCES Program completed Total Advanced Standing Credits Received Degree Articulated With Program Articulated With:Eastern Suffolk BOCES Aviation Science Flight Program 7 Credits B.S. Aircraft OperationsNassau County BOCES Aviation Science Flight Program 10 credits B.S. Aircraft OperationsPutnam / Northern Westchester BOCES New Vision Aviation Program 4 Credits B.S. Aircraft OperationsSaunders Trades and Technical High School Electronic and Computer Circuitry Program 13 Credits B.S. Electronic Engineering Technology‐ General ElectronicsUlster County BOCES Aviation Careers / Pilot Training Program 5 Credits B.S. Aircraft OperationsWestern Suffolk BOCES Technical Electronics Program 7 credits B.S. Electronic Engineering Technology‐General ElectronicsWestern Suffolk BOCES Technical Electronics Program 7 credits B.S. Electronic Engineering Technology‐AvionicsWestern Suffolk BOCES Aviation Science Flight Program                         

Recommendation # 6: (SD1)

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A program coordinator will be primarily responsible for the enhancement of the programs in an academic Department. The responsibilities include; scheduling, coordinating the activities required for program assessment, developing self‐study for the program accreditation, and provide support to the chair in industry advisory meeting, seminars and others in‐school and out‐of‐school departmental outreach activities. 

A Program coordinator will be entitled for a three hours release time towards his/her teaching load per semester to perform his/her duties as a program coordinator.

Total Cost per year for a program coordinator = 9 credits x 850 = $7650

Cost for adding program coordinators1 Coordinator Eng. And Tech.

3 Coordinators Management/Aviation 3 Coordinators

Total

Per Semester 3 hrsX$850=$2,550 3X$2,550=$7,650 3X$2,550=$7,650 $15,300

Per Year 9 hrsX$850=$7,650 3X$7,650=$22,950 3X$7,650=$22,950 $45,900

Recommendation # 7: (SD1)

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Small class sizes leads to a strong bond and a high level of interaction between faculty and students

02468101214161820

Department vs. Average Class Size

Average Class Size