Service Areas Program Review Template for Academic Year 2013‐2014 (fields will expand as you type) Please provide a concise response to all questions, and include relevant details in direct support of your responses. Bulleted lists may be used to clearly organize information. Section 1 ‐ Program Information 1.0 Name of Program: Communications and Marketing (C&M) Date: Dec. 16, 2013 1.1 Program Review Authors (include names and campus locations): Paul DeMark, Director, Communications and Marketing 1.2 Program Director Signature: Paul W. DeMark Date: 12.16.2013 1.3 Vice President Signature: Date: 1.4 Primary Function: The C&M Dept. includes: Printing Services which includes copying, scanning and graphics; media relations; event promotion; outreach materials; advertising and publicity using traditional and social media. 1.4.1 State briefly how the program functions support the college mission: C&M provides information in a variety of ways to students and prospective students about CR’s educational opportunities. The department also strives to help create a positive image of CR in the community through advertising images/messages, interviews with administrators and faculty, and publicity campaigns for events or initiatives. These positive‐image enhancing activities have an additional goal: increase financial donations to the College. 1.4.2 Program highlights/accomplishments: 2012‐13. Copy editing the 325‐page Show Cause Report and seeing the printing project through to meet the printing deadline for the ACCJC. Completion of the 2013‐14 Catalog with a 20‐hour/week graphic artist. Media relations campaign in the wake of successfully getting off Show Cause, which included press interviews for President Kathy Smith. cCommMarketing 2013.docx 3/12/2014 Page 1 Successfully working with new Bookstore vendor Follett in assisting the transfer of files of course packets and printing those they needed to meet faculty deadlines. Completion of all printed program brochures – CTE, Academic and Student Services. Also, we helped in the writing and production of 20 CTE program videos which were completed. An internal newsletter was created and distributed for about 9 months. It was decided that more external PR and outreach was a higher priority. A District‐wide Marketing Taskforce, formed in spring 2013 created new marketing initiatives, such as Faculty Profiles and an expansion of Facebook and Twitter promotion. Provided a detailed response to questions from the North Coast Journal regarding reallocation of resources which resulted in a reduction of music, theater and physical education offerings. The potentially damaging cover story came out more balanced for readers to help the community understand what was being done was to increase student success and educational efficiency. Provided a semi‐weekly Accreditation Update newsletter through 2012 to inform the campus community about the collective accreditation efforts. Completed a Citizens Bond Oversight annual report. 1.4.3 Program Data: Two # of Full Time Employees 2011‐2012 4 2012‐13 3 cCommMarketing 2013.docx One: 20 hrs/week # of Part Time Employees 2011‐2012 1 20/hr 2012‐13 1 20/hr/wk 3/12/2014 Personnel Budget 2011‐2012 $351,796 2012‐13 $304,755 Page 2 Discretionary Budget 2011‐2012 $57,749. 2012‐13 $79,731. Section 2 ‐ Data Analysis 2.0 List Service Area Metrics/Indicators and provide information on changes over time (Steady/Increasing/Decreasing, etc.) 2011/12 2012/13 Observations (steady/increasing/decreasing) 2.1 Metrics/Indicators New brochures completed ? 30 increasing Posters for classes/events ? 35 Increasing Interviews for administrators/faculty/other ? 28 Increasing Press releases ? 110 Increasing Advertising placements, district‐wide ? Increasing 2.2 Describe how these changes affect students and/or the program: All of these activities interest continuing and new students to attend classes at CR and/or increase a positive perception of the College in the community. 2.3 Provide any other relevant information, or recent changes, that affect the program: A reduction of department employees. By January 2013, we had 2.5 employees, six months before we had 4.5 FTE employees. The losses: one FT graphic artist and a FT printing services manager 2.4 Student Equity. Please comment on any current outcomes or initiatives related to increasing outreach, retention and student success of underrepresented students in your program. The department has worked with ESL teachers and class organizers to reach Spanish‐speaking Latino populations. We created radio and TV ads in Spanish with the assistance of Student Services Spanish speakers as well as posters for distribution in Spanish‐speaking communities. The department also contributed more photographs of underrepresented student populations in the district to put on the website. Section 3 –Critical Reflection of Assessment Activities (2011/2012) 3.0 Describe Service Area Outcomes Assessed or reviewed in the current cycle: N/A cCommMarketing 2013.docx 3/12/2014 Page 3 3.1 Summarize the conclusions drawn from the data and the experience of staff working to achieve the outcomes: 3.2 Summarize how assessments have led to improvement in Service Area Outcomes (top three.): 3.3 (Optional) Describe unusual assessment findings/observations that may require further research or institutional support: Section – 4 Evaluation of Previous Plans 4.1 Describe plans/actions identified in the last program review and their current status. What measurable outcomes were achieved due to actions completed. Action plans may encompass several years; an update on the current status, or whether the plan was discarded and why. Click here to view completed program reviews from last year. Actions Current Status Impact of Action (describe all relevant data used to evaluate the impact) N/A – no previous plan for 2012‐13. 4.2 (If applicable) Describe how funds provided in support of the plan(s) contributed to program improvement: Section – 5 Planning cCommMarketing 2013.docx 3/12/2014 Page 4 5.1 Program Plans Based on data analysis, learning outcomes and program indicators, assessment and review, and your critical reflections, describe the actions to be taken for the 2013‐2014 academic year. Use as many rows as you have actions, and add additional rows if you have more than 5 actions. Please number all rows that you add. Please be specific. This section and section 6 should include a detailed justification so that the resource prioritization committees understand your needs and their importance. * Not all actions in this program plan section may require resources, but all resource requests must be linked to this section. 5.1 Program Plans Action # 1 2 Action to be taken: Relationship to Institutional Plans Expected Impact on Program/Student Learning Include the specific plan and action item relevant to your action to be taken. For example: Annual Plan 2013‐
2014 Theme: Persistence; or List the specific action Goal 1: Student Success: to be taken in enough EP.1.6.2 Develop a plan for narrowing the achievement gap detail so that someone outside of your area can for underrepresented student populations. understand. Describe the expected impact in a way that someone outside the program can understand. The impact should be measurable. SP.5.5.1 Increase communications and outreach to the community. This includes more faculty and administrator Increase outreach to involvement in the annual H.S. high schools Counselor Day. SP 5.5.1 Enhance support for the college community. Expand Publicity and SP 3.4: increase community Marketing support for the college. An increase in H.S. students choosing to attend CR. This could create more FTES and greater financial stability. An increase in financial support for CR and possible increase in enrollment. An increase in positive publicity could result in more FTES and therefore a cCommMarketing 2013.docx 3/12/2014 Page 5 Relationship to Assessment Include all assessment results that indicate that this action will yield the desired impact on the program. If the assessment has yet to be conducted, explain when and how it will be conducted. Resources Needed (Y/N) A yes here requires a corresponding request in the next section. YES. Possibly another FT or PT high school outreach An increase in yield person in of HS students coming to CR will be Student made by the IR Office. Services. YES. An IR will assess if enrollment increases. Ongoing The Foundation will Administrative report on any support better funding picture. increased financial donations. person. Now we have a part‐time assistant in the President’s office providing support. 3 Reactivate the Alumni Association SP 5.4.1 The college will have an active Alumni Association 4 Recruit additional Foundation board members SP 3.1 Reduce reliance on apportionment‐based funding. By having an active Alumni Association more financial support may be generated resulting in funding for programs. Also, they may be able to assist with new student recruitment. By growing the number of foundation board members we will have more people to assist with fundraising and outreach efforts. SP 5.7.3 Increase public support for the college. The 50th Anniversary activities may increase interest in the Alumni Association, an increase in funds to the foundation and a possible increase in FTES due to the positive publicity and outreach events. An increase in alumni Association numbers and financial contributions to the College. NO. YES. Temporarily increase the hours of the graphic artist to work on activities needing graphics. 5 6 Plan 50th Anniversary activities Eureka Open House for new buildings. Assessment will be determined by how many new members are added. How many new board members are recruited. 5.2 Provide any additional information, brief definitions, descriptions, comments, or explanations, if necessary. cCommMarketing 2013.docx 3/12/2014 Page 6 No Section 6 ‐ Resource Requests 6.0 Planning Related, Operational, and Personnel Resource Requests. Requests must be accompanied by an action plan in the above section. Requests should include estimated costs. Submit a support ticket if you do not know the estimated costs. If you are requesting personnel resources, you must also include the “Request for Faculty or Staffing” forms, located at inside.redwoods.edu/program review. Submit one form for each request. Additional Instructions: 
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Put down the full amount you are requesting in the “Amount” column. Put down the annual amount of any ongoing or recurring costs in the “Annual Recurring” column. For example, a personnel request for a permanent position might show an Amount of $30,000 and an Annual Recurring Cost of $30,000. A request for equipment might show an Amount of $5,000 and an Annual Recurring cost of $200. A professional development request might show an Amount of $800 and a recurring cost of $0. If you have a grant or some other source of funding, include in the “Request” column a brief description of the source of funds and the dollar amount that is expected to be covered by the other source and if the other source covers any of the annual recurring costs. Note in the “Request” column if this is a repeat request, and how many times you have submitted this request. The item number must match the corresponding action # from section 5. Add rows as necessary. Type of Request (Check One) Planning Operational Personnel Professional To be Development reviewed by Prioritization To be Contact Committees To be To be reviewed by Person the of the reviewed reviewed by Request Action # $ Annual (Name, Budget and grouped Faculty Professional Describe your request here in a way that someone $ use # Recurring email, Planning by Associate Prioritization Development outside the program can understand. Amount
above Costs phone) Committee Committee Deans. Committee. Making the 20‐hr/week graphic artist (Erin Jones) Paul full‐time. DeMar
Tot. With the College redesigning the website, the 29,500 $29.500 k 4561 cCommMarketing 2013.docx 3/12/2014 Page 7 most important marketing tool we have, she could be valuable to the graphic design of it in this process and be an ongoing contributor to future upgrades working with the College webmaster. This person is efficiently producing fantastic quality outreach and advertising materials, including brochures, class posters, publicity posters, print and web advertising. In addition, she is producing the CR Catalog, a major task. For perspective: five years ago the department five years ago had 2 FT graphic artists. . Section 7‐Author Feedback Provide any constructive feedback about how this template or datasets could be improved. How much do you agree with the following statements? (mark your choice with an x )
Strongly Somewhat
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This year’s program review was valuable
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cCommMarketing 2013.docx 3/12/2014 Page 8 Analysis of the program review data was
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Section 8‐ PRC Response by section (completed by PRC after reviewing the program review) 8.0 The response will be forwarded to the author and the supervising Director and Vice President: S.1. Program Information: Acceptable. PRC wondered if Paul is the only author. PRC suggested including a district‐wide perspective. S.2. Data Analysis: Developing: No specific data for 2011/12 but observation is increasing. S.3. Critical Reflection of Assessment Activities: Developing: No assessment in program review‐PRC recommends including communication and outreach surveys and assessment/evaluation of the ticket‐system data in this section. S.4. Evaluation of Previous Plans: Developing S.5. Planning: Exemplary. Actions linked to institutional goals and objectives, education master and strategic plans. Actions are measurable. S.6. Resource Requests: Acceptable: only one resource request included, but Section 5 indicates the need for other resources. cCommMarketing 2013.docx 3/12/2014 Page 9