Integrated Marketing,Outreach, Recruitment,and Retention Initiative (IMOR2)

Advisory Committee Meeting Kick-OffAugust 30, 2013

by Kevin Bilder & Project Leads

Welcome

Thank you for being a part of this initiative. We truly appreciate your willingness to serve as an Advisory Committee Member.

Ice Breaker

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Ground Rules: Critical for Success

• Advocacy for students and employees• Appreciation and support of ONE Maricopa• Critical thinking• Problem solving• Support for process efficiency• Systems thinking• Understanding how multiple colleges operate• Willingness to change

ONE Maricopa and IMOR2

It is our commitment to do our part in creating an even better Maricopa.

• Helping students succeed• Using public resources efficiently and effectively• Working together as “ONE”

ONE Maricopa and IMOR2

• Collaborating more to provide better service • Thinking differently, creatively, and outside the box • Embracing doing things differently • Moving towards a new and better tomorrow

The Changing Landscape

Focus on student success…

Governing Board Outcomes MCCCD Strategic Plan System-wide Enrollment Management (SEM)

The Changing Landscape (con’t)

Seamless Student Experience (SSE)• Single financial aid process, single transcript,

single student record, single admissions application, etc.

Student Success Initiative (SSI)• Assessment, placement testing, orientation,

advising, college success course, tutoring, etc.

Students and the community do not see us as a unified entity but as separate institutions.

The New Student Experience

As a system, we are changing the way students experience our colleges from their first point of contact to transferring, graduating, and completing their goals.

The Student Experience: Ideal State

DRAFT - 5/29/2013

IMOR2 Leadership

Executive Sponsors

Dr. Maria Harper-Marinick Dr. Chris Bustamante

Dr. Linda Lujan Dr. Shari Olson

Steering Team Members

Dr. Linda Lujan Dr. Felicia Ganther

Tom Gariepy

Core Team

Kevin Bilder Ralph Campbell

Jesus Chaidez-Hernandez Genesis Toole

IMOR2 Plan Development

Business Teams

IMOR2 Stakeholder GroupsAchieving a College Education

(ACE)

Institutional Research Council

Athletics Council Occupational Deans Council

Career Services Council One Maricopa Marketing Directors

Council

Counseling Instructional Council New Student Orientation Council

District Academic Advisement

Council,

Seamless Student Experience Core

Team

Deans of Students Council SOAR Council

District Division of Academic and

Student Affairs

Directors of Student Life

Hoop of Learning Veterans Services Council

IMOR2 Vision

• To review, replace, and improve the brand identity and to shift towards a retention-based culture.

• To re-define, re-examine, and re-evaluate: • who we are• where we are going• what we want to be• how others see us in the community

• To re-tool our brand and re-focus on retention.

IMOR2 Vision

Connect students to the resources they need to be successful.

• Branding• Marketing• Outreach• Recruitment• Retention

IMOR2 Initiative Perspective• A paradigm shift that will strengthen our internal and

external brand by connecting students to the resources they need to complete their goals.

• An ambitious District-wide undertaking that needs to occur in tandem with SSE, SSI, and SEM implementations

• A paradigm shift of this magnitude will create certain risks and challenges some can be anticipated and others will not.

• As specific areas are being addressed by SSE, SSI and the SEM initiatives, IMOR2 will need to address related aspects of the challenges and obstacles in a systemic and collective manner.

Purpose

IMOR2, in support of the Seamless Student Experience, Student Success Initiative, and other District-wide initiatives, will facilitate access, retention, and student success through integrated marketing, outreach, recruitment, and retention efforts.

This will be accomplished by:

• Implementing a student-centric and outcome-oriented plan.• Emphasizing the promotion of enrollment and strategies for

retaining students.

IMOR2 Initiative Scope

• Strengthen the District’s brand• Focus on image management and student success• Promote our educational opportunities• Focus on specialized and targeted populations • Increase student access to programs and services

IMOR2 Initiative Scope (con’t)

• Align the use of system-wide tools and websites• Unify communication efforts throughout student

lifecycle• Keep in mind that retention begins at the first

point of contact• Measure and increase the efficiency and

effectiveness of efforts

IMOR2 Status Update Highlights

• CEC and Governing Board have endorsed the initiative• Non-negotiables approved by the Chancellor, Provost,

and CEC• Executive Sponsors and Steering Team members

determined• Core team member participation extended for 1 year• Advisory Committee established• Written plan drafted and being reviewed• First-year deliverables are being finalized

IMOR2 Non-Negotiables

• Single Brand Identity • Unified Messaging and Naming Conventions • Unified Website Architecture • Common Communication Tactics and Tracking Mechanisms• Unified Retention-Based Employee Training• One System to Monitor Plan Execution

Initiative Alignment

Student Success DNA: How initiatives align and work together to help students achieve their goals.

Integrated Marketing, Outreach, and Retention (IMOR2)

(Cell Membrane – controls information going in and out, maintains the public integrity of processes, and ultimately guides students through the experience)

Single Brand IdentityUnified Messaging and Naming ConventionsUnified Website ArchitectureCommon Communication Tactics and TrackingUnified Retention-Based Employee TrainingOne System to Monitor Plan Execution

Student Success Initiatives (SSI)

(Chromatin - strengthens our students foundational elements and prepares

them for the future)

Placement TestingAcademic Advisement

Placement of DevelopmentalEducation Classes

New Student OrientationStudent Success Courses

Seamless Student Experience (SSE)

(Golgi Body – sorts and processes student information)

Single Admissions and Point of RegistrationSingle Process Admissions and Records

Single TranscriptSingle Student Record

Single Financial Aid Application and Process

System-wide Enrollment Management (SEM)

(Nucleus – regulates student activity)

Programs and Product MixTargetsRetentionPopulation Ups and DownsCorporate CollegeFunding FormulaDevelopmental Education

Unifying Tools (Cytoplasm – initiative activities will be conducted utilizing these tools)

Campus Solutions 9, Student Portal, CRM, eAdvisor, Maxient, Enrollment Management Call Center, and Training

Image © 2010 Nature Education - All rights reserved: May be used for non-commercial purposes for non-commercial use in an educational environment. 5/22/13

Goals and Strategies

Foundational Strategies

1. Research and implement best practices.2. Standardize terminology, language, and definitions with

a student-centric focus. 3. Evaluate staffing and financial resources in support of

marketing, recruitment, outreach, and retention. 4. Coordinate with the SSE on required and continuous

standardized training. 5. Develop a system of checks and balances to ensure

implementation and continuation of recommendations.

Goal 1

Strengthen the District’s brand to increase student enrollments, persistence, and success.

• Unify brand approach• Focus on student lifecycle

Goal 2

DRAFT - 5/29/2013

Utilize system-wide tools for better communication and use data for decision-making to increase enrollments, persistence, and success.

• Facilitate communication• Utilize a customer relationship management

system to standardize communication• Align websites

Goal 3

DRAFT - 5/29/2013

Develop, strengthen, and implement coordinated and consistent marketing, outreach, and recruitment efforts and activities.

• Integrate new brand identifier model• Coordinate promotional efforts• Create consistent service delivery standards for

outreach and recruitment efforts

Goal 4

DRAFT - 5/29/2013

Develop, strengthen, and communicate coordinated retention efforts and strategies.

• Expand current retention efforts

Help students…

• Set high expectations• Establish and complete goals• Connect to support services• Participate in activities for more engagement

1st Year Projects• Inventory, Research, and Gather Information (overarching)• Single Brand Identity• Consistence Service Delivery Standards for Outreach and

Recruitment• Student Retention and Completion Campaign• Unified Messaging and Naming Conventions• Consistent Recruitment and Retention Approach• Collaborative Advertising and Media Buying

Advisory Committee

IMOR2 Structure Overview

SSE

IMOR2 Advisory Committee PurposeTo provide vision and advisory roles for the design and implementation of an inclusive approach to promote enrollment and retention through common communication efforts and other strategies determined by the non-negotiables.

IMOR2 Advisory Committee

Team Members Areas of Expertise

AVC Student Affairs Institutional Research

VP Student Affairs District Marketing

VP Academic Affairs College Marketing

SSE Vice President SOAR Council

Dean of Students Early Outreach

Faculty Representative Academic Advisement

MAT Representative Student Life

PSA Representative College Public Affairs and Advancement

College IT Cashiers’ and Student Financials

Membership consists of high level stakeholders and experts who provide guidance on key issues and projects. The roles and responsibilities of advisory committee members are based on individual background, experience, and expertise.

IMOR2 Advisory Committee MembersTeam Members Areas of Expertise

AVC Student Affairs

VP Student Affairs

VP Academic Affairs

SSE Vice President

Dean of Students

Faculty Representative

MAT Representative

PSA Representative

Financial Aid

College IT

Public Affairs and Advancement

DO Marketing

College Marketing

Institutional Research

Team Members Areas of Expertise

SOAR Council

Early Outreach

Student Life

Advisement

Enrollment Services

Student Success

Cashiers’ and Student Financials

IMOR2 Advisory Committee Scope• To help broaden sphere of influence• To create collaborations within MCCCD

business teams, educational units, and employee groups

• To provide advice on organizational development issues to ensure efficiency and effectiveness.

While the purpose of the Advisory Committee should remain the same over time, goals, priorities, and members of the committee may shift to meet particular needs.

IMOR2 Advisory Committee Expectations

1. Support IMOR2’s vision, purpose, and leadership2. Endorse the initiative and projects3. Participate in voting as requested4. Advise on matters relating to the development,

implementation, and evaluation of IMOR2’s projects5. Advise on matters relating to organizational development

and improving effectiveness and enhancing the organization’s efficiency

IMOR2 Advisory Committee Expectations

6. Assist in the assessment of the use of resources, including human, financial, and material resources

7. Encourage interest in the initiative by identifying and helping educate stakeholders and the general public regarding the initiative (as needed)

8. Assist in increasing awareness of the benefits of the IMOR2 initiative by acting as champions/advocates

9. Provide representative insight and assistance on matters related to the organization’s capabilities or capacity

Solution Approach Process

The Adopted SSE Approach for IMOR2

• Systemic Solution - a collaborative systemic approach for project management to bring the “people” part of project activity into focus to

get earlier insight into problems.• Designed to be flexible, not static, and to be efficient.

Generate, Define, and

Evaluate IdeasDefinition Planning

ExecutionDeployment

and Transition

Close-Out and Measurement

IMOR2 Planning Phase

Generate, Define, and Evaluate Ideas

• IMOR2 Planning Phase (February – July)• 3-Year Plan• 5 Foundational Strategies• 4 Goals• All leading to projects and deliverables

Project Management• TeamworkPM – project management software• Program Managers• Project Leads • Project Teams Program

Manager

Team Member Team Member Team Member

Project Lead

Brand Identity Project

ONE Maricopa and IMOR2

http://www.youtube.com/watch?v=JKIAOZZritk

Current Brand Identifier Model

Models Considered

Models Considered

Models Considered

Hybrid Model

Brand Identifier Project Process

• Project start – 8/26• Advisory Committee Update - 8/30• Call for college participation – 9/2 (each college to submit 1-2

entries based on criteria provided through their president’s

office/marketing departments)• Submissions due – 10/4• Student input – 10/9

Brand Identifier Project Process (con’t)

• Executive team review – 10/14• Chancellor provided voting designs – 10/16• Voting begins – 10/21• Voting ends – 10/25• DO Announcement – 11/8• Design confirmed and implementation with style guide

begins – 11/15

Brand Identifier – Next Steps

• Develop identifier models internally (Sept. to Oct. 2013)

• Student, community, and employee input and vote (Late Oct. 2013)

• Announcement (Nov. 2013)

• Implementation (Spring 2014)

Thank you!