Budget and Resource Committee

Office of College Communications April 14, 2016

Budget Highlights • 2015-16 – $390,000 – Hasn’t changed in more than 10 years – Used to be for undergraduate recruitment, now • Undergraduate • Graduate • Image

Major Spending Allocations • Personnel (temp services) – Printing Services (~$32,000) – Design and Production (~23,500) – Web Developers (~$3,300) – Administrative support (~$2,400)

Major Spending Allocations • Equipment: Printing Services – Approximately $300,000 over five years – 22% less to operate than old machines – Better printing capabilities – Self-funded

Critical Division Needs • Personnel – Printing Services – Design and Production – Web Development

• Video – Television (after election) – Digital opportunities

Strategic Plan Priorities/Goals • Build and sustain long-term relationships – Increase mentions in local, regional, and national

media. – Increase brand awareness to all members of the

College community. – Share news and information about the College to

multiple constituents.

Strategic Plan Priorities/Goals • Provide high quality marketing communications – Assist UG/Grad Admissions to recruit at the local,

regional, national and international level through coordinated, integrated marketing efforts.

Strategic Investment • The College website – Finish rollout of new site

• Commercial/video • Digital marketing (video, web, social media)

Marketing Spend Other Television

Digital/Search 46%

Total Budget: $331,274

10% Sponsorships

10%

Radio 15%

Print 8%

Social Media

8%

3%

Marketing Spend • Undergraduate: $175,931 (53%) • Graduate: $113,225 (34%) • Image: $42,118 (13%)

Assessment: Social Media • Social Media Results – Twitter (@brockport)

• 03/19/14: 4,355 followers • 03/19/15: 6,133 followers • 03/19/16: 7,500+ followers

– YouTube • 03/19/14: 220,500 views • 03/19/15: 276,937 views • 03/19/16: 300,000+ views

– Facebook – www.facebook.com/thecollegeatbrockport • 03/19/14: 6,482 followers • 03/19/15: 8,840 followers • 03/19/16: 13,000+ followers

Assessment: Social Media • Social Media Results – Flickr

• 810,000+ views since October 2010 launch

– Instagram • 3,500+ followers

– Other outlets monitored • Pinterest • Snapchat • Yik Yak • Vine

Assessment: Volume of jobs • 2009-10: 1,052 jobs through D&P • 2014-15: 1,174 jobs through D&P • 2015-16: 1,085 jobs (to date) – Trending to ~1,300

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The College at

BROCKPORT STATE UNIVERS ITY OF NEW YORK

Staffing – 2010-2015 • 2010-11: 14 Budgeted FTE • Currently: 18 Budgeted FTE – Two Additions in 2015-16 • Web Designer • Web Manager (shifted from LITS)

– Two vacant lines • Marketing Communications • Printing Services

Staffing – Future Needs • In a perfect world – Marketing Assistant/Designer, Social Media, Video – Marketing Assistant/Writer – Print Shop

• Communication important component of next strategic plan

Staffing – Position Management • Discussions with Cabinet – Realigning workforce to current/future needs – Save significant $$

Priority Needs Funding • 2015-16: Did not receive or request priority

needs funding • 2016-17: Not asking for any temporary or

permanent funding

State Balance Rollover (6/30/15) • Printing: $25,441 • Design & Production: $265 • Marketing Communications: $109,053

• Total: $134,759

State Balance Rollover (6/30/16) • Expect approximately $50,000 – Conservative on marketing spend not knowing if

there would be budget cuts this year – Potential creation of commercial/video

Redeployment of Resources • Spent more than $18,000 on additional

photographic/graphic support • Increased staff time on social media/video – 30 hours/week interns

Cross-Divisional Projects • Share social media/marketing resource with

Administration and Finance • License and Resource Group - $28,336 – Up 15% YTD

• RAVE emergency notification system • Provided EMSA with $7,500 for GeoLabs – Capturing prospect information at events/fairs

and entering into CRM

Response to Task Force Initiatives • Expected OTPS cut of ~$15,600 – No conferences/travel – Reduce sponsorships

• Reduce temp services by 10% – Likely much larger reduction

Questions?