SanDiego/ImperialRegionalWorkforceProgramMarketingCommitteeFeedback+NextSteps10/30/17 MainThemesDiscussed:
• Goal-SettingforRegionalSWP--*not*alignedwithVisionforSuccess(20%enrollmentgrowthby2022).Instead,theoverallinitiativewillbemeasuredagainstthefollowing:
o Increased%ofexitingstudentsemployedinprogramfieldsofstudyo Reductionofequitygapso Reductionofregionalachievementgapso 1%annualincreaseinCEenrollmentacrossallschoolsintheregion
• CommitteeacknowledgesconfusionmayexistinthedefinitionofCEprogramstoconsumers/prospects,directsCiviliantofocusonhttp://myworkforceconnection.org/cc-programs/forpriorityCEprograms
o Tinasharedbackgrounddocumentsofpreviousprogramcomparisons/alignmentsbyorganization.Civiliantoreviewandfollowupdirectlywithfurtherquestions.
• ValidityofdataiscriticalforcredibilityamongSWPstakeholderso TeamdiscussedtheChancellor’sOfficeresource,theCCCScorecard,andtherelevance
ofitsdataforcompetitivecomparisonso Methodologyforscorecardcanbefoundat
http://scorecard.cccco.edu/scorecarddocumentation.aspxo Teampointedoutthatspecificprogramenrollmentsandcostsamongregionalcolleges
arenotaccurate–Civilianrespondedthatinordertoruncompetitiveanalysisonquantitativefactorssuchasenrollment,cost/value,andsalaryoutcomes,weneedacomparativetoolsuchastheScorecard.
o CiviliantocollaboratewithTinaandJackfurthertouncovermoreaccuratefiguresfromadditionalsourcessuchastheSDBusinessJournal’sBookofLists(e.g.)
o TeamalsodiscussedtheuseofNiche.com’srankingdata,criteria/methodologycanbefoundhere:https://about.niche.com/methodology/best-colleges/
• TheCCsmissionandcomplementaryrelationshipwithpublic4-yearinstitutionswasdiscussedo ThemissionoftheCCsisto:
1.Getpeoplejobs2.Providetransfersto4-years3.Re-trainadultsforothercareeropportunities.
o Thiscampaignwillfocusspecificallyonjobs(1and3)andhowCEswillgetstudentsthere.ManyCEstudentsgainingfoundationaltechnicalskills(IT,socialmedia,accounting,computer)andthenaregettinggoodmid-leveljobs—and,thesestoriesneedtobetold.
o Civilianwasdirectednottoviewpublic4-yearsascompetitorsinmarketshare,butcomplementarypartnerswhichreceivesignificantstudentvolumeassteppingstonesfromCCs
o Thatsaid,teamrecognizedthatmarketingtocurrentstudentsthatobtainanAssociate’sDegreeorCertificatefromaCCmaybemorebeneficialtothatstudentthanatransferto4-year–especiallyinimpactedprogramareas.
• ThecurrentreportfeaturessporadicCChighlightsasdeterminedbythescorecarddatasourceo TeamurgedCiviliantoaddCCcoveragewithinthecompetitiveanalysistohaveatrue
understandingofeachschool’sprogramsandupcomingefforts(toimpactthemarketingplan)
o CiviliantocollaboratewithPIOs–ledbyJackandAnne–tobetterunderstandthelandscapeofpriorityprogramareasforeachCC.CiviliantosendJack/Annea‘needslist’ofquestions/requestsbyprogramarea,andtheywillcoordinateresponsesfromeachCC.
• Thecurrentreportfocusesonsupply–whatcurrentundergradsintheregionarestudyingo TeamencouragedCiviliantolinksupplywithdemand,andensureprogramareafocus
recommendationsaredrivenbyworkforceprioritieso TinasharedworkforceanalysisconductedaspartofinitialSWPrecommendations.
Civiliantoreviewandprovidefollow-upquestions.o Additionally,CiviliantoprovideanalysiswhichincludesSDContinuingEducationand
ImperialValleyrepresentation• Teamagreedthatamulti-tiermessagingstrategywillbeappropriateforthemarketingplan
o Brand-levelpositioningmessageforCCsasaviableoption(not‘less-than’)+program-specificmessageswiththestrongestCEgrowthpotential
o Intentto“redefinesuccessbasedonstudentgoals”–whilethismaybetangiblydeliveredwithintheSWPgoalsoutlinedearlier,itservesasapoignantreminder/inspirationformarketingmessages
TacticalNotes:
• EnsureweareconsistentinarticulatingthattheCEprogramsprovidefoundational,technicalskillsformid-leveljobs
• TeamdiscussedfallofAdultEducationratesdueto1)cuttingofK-12AEprogramsand2)AEprogramsbeingcancelledbymanycolleges
o Thisrepresentsa*substantial*openmarketopportunityforCE• ProgramswithinPsychologymayrepresenthigh-volumeundergraduatestudy,butaresoheavily
tiedtotransferstudentsthatweshouldnotmakethemafocuswithinourCEmarketingplan.• CivilianaddedSDICCCASWPplan,MyWorkforceConnectionlinkandCentersofExcellencelink
totheCECommonsreferencearea• Teamdiscussedthepowerofstorytellingwithinmarketingasameansofcreatingemotional
connectionwithconsumers• TeamdiscussedtheneedtoensureCCcapacityalignswithmarketingmessagepriorities–and
thatisproperlycommunicatedtoworkforcepartnersaswello Asanexample,workforcecurrentlypitchesprogramswhichareimpactedatCCs
• Teampointedoutthatwithinsomeprogramareas,CCswithstrongorgrowingprogramswereomittedfromthereport
o Biotech–Miramar,MiraCosta(BachelorsinBioManufacturing)o Family&ConsumerSciences–Palomaro Mechanic–Palomar,Cuyamaca,MiraCosta
KeyOutcomes/NextSteps:
• 11/2-Civiliantoshareprogram‘needslist’withJack/AnneforPIOinput
• 11/3-MarketingCommitteetoprovideanyadditionalfeedbacktoCompetitivereportonCECommons
• 11/8(TBC)-Civiliantocreatematrixfeaturingpriorityprograms,undergradsupply,workforcedemandandSDICCCAcapacity(methodologyTBD–willcollaboratewithTina)
• 11/9(TBC)-CiviliantoconnectwithTinaonCoEdatarelatedtocompetitive+consumeranalysis• 11/14-Civiliantoshareupdatedreport• 11/161:00pm-Civiliantohost1hourdebrief/reviewofupdatedreportviaphone
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