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2012-10-23

MINUTES FOR MARKETING COMMITTEE
OCTOBER 23, 2012
(recorded from Catherine’s notes – thank you)
 
 
MEMBERS IN ATTENDANCE:
Michele Fletcher              Catherine Rice
Linda Rodriguez                Jana Fedele
Mike Danos                        Jill Markwood
Walker Krug                       Zach Betterton 
Kevin Riley                         Mike Bradford
Jennifer Mason
 
 
Mike Bradford opened meeting.
Explained the charter of the committee for purpose
Reviewed P/R & Marketing Committee Policy Purpose.
Jill nominates – Linda seconds – nomination of Catherine Rice  - Walter closed nominating & Catherine Rice elected Chairperson.
Mike nominated – Michelle seconds – Jennifer selected as Recorder
Committee members introduced themselves.
OVERALL STRATEGIC PLAN DETAILS DISCUSSED IN BRAINSTORMING SESSION:
·         Catch phrase – theme for all
·         Help when we get media person
·         How to “List” & policies
·         Marketing plan & How to Do It  = BIG PLAN
·         Start w/who are we trying to reach = potential students…what message is effective & how to deliver  the message
·         Structure to work through
·         Plan & then flesh it out & how to go about & then price amount to do the job
·         Overall strategic plan
·         What works & what doesn’t work…..suggested using view book
·         Goes forth w/everything (view book)
·         Market niche
·         Target – get down to work
·         9% decrease….overall 3% VCCS…find graph
·         Find trends….trends…need to get from Joey
·         Up or down….government money ran out
·         Enrollment at 5 yrs. Opposed to last year….2007 to 2012…CVCC & VCCS.
·         Lynchburg Early College
·         Other than enrollment….dual enrollment & Early College…..workforce
·         What’s our reputation
·         Important to know CVCC
·         People know we are here but don’t know what we do
·         Highlight our low cost for classes = saving money & our transfer agreements w/ 4 yr. colleges
·         Need testimonials
·         Wording = goal with message – same all around = “Where Your Future Begins”
·         We need messengers to get the word out such as AMBASSADORS
·         Retention starts here
·         CVCC – You’re First..Best Choice …WIIFM ….
·         Be strategic …address “What’s In It For Me
·         Brand development awareness & enrollment – financial
·         Persuasion = Mike’s job
·         Endowments?? – grow endowments more
·         Capitalize on Alumni w/just magazine of college
·         Donors listing
·         Facebook is so expensive (by click)
·         Universal themes
·         Jill and Catherine will get stats for base
·         With right marketing…we can be proactive
·         What’s Zach’s take on things???
·         Zach shared…the main thing is getting our name out there….sharing our price differences which should get enrollment up
·         Mike spoke to Judy about class profile....Who are students – early college – high schools – dual enrollment – homeschoolers- traditional out of high school – veterans – displaced workers – career advancements – recertification – retirees – workforce
·         Breakdown of stats
·         Evan Abatecola can run queries
·         Workforce #’s for enrollment (VCCS)….(Amherst economic development)….increase enrollment $2500 before end of year
MARKETING:
Marketing plan is needed – long term
·         Curriculum programs cancelled
·         Broad marketing vs. Target marketing
·         Other Community colleges Marketing/PR Department Plans
·         What do you want to accomplish with this advertising/marketing
·         All have part-time staff some have four full-time
·         Restructure production team.
Decide what we need:
                Marketing plan – long range marketing plan
Wants to be with us – graphic design degree – work done by personnel
NEXT MEETING:  November 27th –  MEMBERS …PLEASE EMAIL CATHERINE ANY IDEAS FOR THE BROAD PLAN BEFORE THEN
Meeting adjourned by Chairperson – Catherine Rice
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