LOS ANGELES COMMUNITY COLLEGE DISTRICT
BOARD OF TRUSTEES
EXTERNAL AFFAIRS COMMITTEE
Educational Services Center
Board Room – First Floor
770 Wilshire Boulevard
Los Angeles, California 90017
Wednesday, October 19, 2005
11 a.m. – 12 p.m. Committee: Michael Waxman, Chair; Mona Field; Georgia Mercer Participants: Adriana Barrera, LAMC; John Clerx, ESC; Daphne Congdon, ESC; Larry Eisenberg, ESC; Camille Goulet, ESC; Henry Madrid, Madrid Consulting Services; Steve Maradian, LACC; Ed Pardo, LAMC; Darroch Young, ESC The meeting was called to order at 11:07 a.m. PUBLIC SPEAKERS None. REPORTS/RECOMMENDATIONS Overall Marketing Plan Chancellor Young summarized the overall marketing plan, which will consist of three phases—(1) an environmental scan; (2) a plan to engage one or more professional marketing firms to assist the District in managing the marketing plan; and (3) a plan to engage one or more market research companies to conduct market research at eight of the colleges. He indicated that the market research has already been completed at WLAC. Environmental Scan Proposal Copies of a document entitled “Proposal to Provide an Environmental Scan Analysis for the Los Angeles Community College District” were distributed. Chancellor Young introduced Mr. Henry Madrid. Mr. Madrid distributed copies of a document entitled “Elements of an Environmental Scan.” He gave a PowerPoint presentation and summarized the document with respect to the primary components of the scan, strategic planning and market responsive tools and solutions, potential private sector competition and fee­based courses opportunity assessment, San Bernardino Valley service area industry clusters, and service area business history and trends. Trustee Waxman expressed his concern that the District will not have the expertise or the time to take advantage of the data that is collected during the environmental scan process. There was discussion regarding the process for implementing the environmental scan at each of the colleges and the management and analysis of the data that will be collected during the scan process. Trustee Field expressed her concern that the District is being allotted only two weeks to review the data that is collected. Mr. Madrid indicated that the timeline could be extended as the Board requests.
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Campus Advertising Budgets Copies of a document entitled “FY 05/06 College Advertising Budgets” were distributed. Chancellor Young summarized the document with respect to the advertising budget for each college. Trustee Waxman recommended that an outline of the marketing strategy—including the timing involved—be prepared as a hard copy and shared with the full Board. He indicated that the District needs to have a sense of where it is going and who will be involved in the process. Chancellor Young indicated that Requests for Proposals have been prepared for the market research and only two firms have responded. New Business None. ADJOURNMENT Motion by Trustee Mercer, seconded by Trustee Field, to adjourn. Without objection, so ordered. APPROVED: 3 Ayes The meeting adjourned at 12:02 p.m.
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