Annual Program Review Update
*Be sure to include information from all three campuses.
Program: Communications and Marketing Date: Jan. 10, 2009
Name: Paul DeMark
Email/Phone 476-4561;
paul-demark@redwoods.edu
(Lead Contact)
1. State your program’s mission
The Communications and Marketing Department provides the integrated marketing, printing
and public relations services for the CR District to maintain a positive image for the
College and to help draw students to CR.
2. Program Changes
Have there been any changes in your program or area since your last Program Review?
No XXX (go to next question)
Yes ____ Describe the changes below:
3. Program Trends
If applicable, describe how external or internal changes are impacting your program and
describe efforts within your area to address these impacts. Include supporting data from
Institutional Research or other sources in your discussion.
The demographics of the District are changing.
A) The District’s population is aging – there are fewer high school graduates throughout the
District each year. According to the Calif. Dept. of Finance, the population of high school
graduates is expected to decrease more than 18 percent from 2010 to 2015.
The numbers of potential adult learner students -- defined as those 25 to 49 -- is significant: 41
percent of the student district headcount in the 2007-2008 academic year. Strategies for
marketing to this group:
¾
Create new, visually integrated, appealing and informative brochures for every
program and find ways to distribute them through various outreach efforts.
¾
Advertise on commercial and public media that have this age range in mind –
including Internet/online advertising, such as online newspapers, Google Ads, a
college MySpace page -- as well as advertising on commercial and public media that
have an older demographic audience. These include print media, TV
networks/shows and radio stations that attract an older audience, and public radio
and TV stations.
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The number of adults over-50 is expected to increase at approximately two percent a year
according to the Calif. Dept. of Finance. New ways, and traditional methods, to reach these
potential students are being developed and continued such as:
¾ Creating new, visually integrated and appealing and informative brochures for every
program and finding ways to distribute them through various outreach efforts.
¾ Advertising on commercial and public media that have an older demographic
audience. These include print media, TV networks/shows and radio stations that
attract an older audience, and public radio and TV stations.
¾ New marketing messages aimed at this age demographic are being developed.
B) There is a growing Latino population, expected to increase by .3 percent a year from
2010-2015, according to the California Department of Finance.
¾ The Communications and Marketing Department has done a fair amount of
advertising in recent years on Spanish-speaking radio, TV networks and a
Spanish-language newspaper. The marketing has included information about
classes and student registration, and financial aid opportunities.
¾ The C & M Department looks forward to working with the Enrollment
Management Committee to more specifically target advertising and outreach
efforts to the Latino population of the District.
C) The Native American population is projected to grow by three percent a year between
2010 and 2015, according to the Calif. Dept. of Finance.
¾ The C & M Department has been putting class inserts in the Hoopa Tribal
newspaper, the Two Rivers Tribune, prior to each semester and has recently
begun advertising on the Hoopa Tribe public radio station, KIDE Radio.
¾ The C & M Department looks forward to working with Hoopa Career and
Technical Education Program, and the Enrollment Management Committee, to
develop targeted advertising and outreach efforts to the Native American
population of the District.
4. Budget Resources
List your department’s budget for the following categories in the table below. Restricted
funds have a sponsor/grantor/donor (federal, state, local government, etc). The funds are
restricted by the sponsor/grantor/donor. Everything else (including action plans) is
unrestricted.
Category
Printing budget
Equipment replacement and
repair budget
Professional Development
Work-study funding
Additional Budget Items
Unrestricted Funds
$40,000
0
$1,950 includes travel and
members fees --Discretionary
0
Dist. Advertising: $81,550:
Software: Dist: 2,000;
Discretionary: $500
Paper: $16,000
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Restricted Funds
Printing Supplies: 6,000
Warehouse Supplies (incl.
paper): $16,313
Contract Services (Outreach
materials): $6,000
Xerox Rental Equipment:
$365,000
Postage and Delivery:
$15,225
Motor Pool – car rental and
gas reimbursement: $750.
Tools and Equipment under
$200: $450.
Office Supplies: $750.
Periodicals (newspapers and
magazines: $400.
Remodeling: $0
Other (i.e. Collections)
Is the funding for these areas adequate?
I will just detail areas that I feel are inadequate.
Printing: $40,000 – The C&M Department asked for $60,000 for this category – which
funds printing of class schedules for the Eureka campus and catalogs for the District. The
funding for this was cut by $20,000. So we would up with a $40,000 budget.
Is not adequate if the college wants to print enough class schedules to mail them to a
significant number of people such as 70,000, which we have done for the main Eureka
campus nearly every semester for the past 8 years. We are moving toward a district-wide
schedule for the 2009-2010 year and it remains to be seen if there will be added costs because
of a potentially bigger schedule.
Also, the catalogs cost nearly $2.50 each to print and they are needed in significant numbers
for new students. For 2008-09 we printed 6,000. One option: to charge $1 to $2 each for the
catalogs. Communications and Marketing also produced catalogs on CD, which cost much
less to produce.
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Mailing out class schedules and having significant distribution of them in the various
communities is a powerful marketing tool and has been done for the last 8 years. Inadequate
funding for class schedules will diminish this marketing tool.
Not having enough catalogs is a problem since each student attempting to earn a degree or
certificate needs to have one as the road map of his or her “contract” with the District.
District Advertising:
This year’s budget is $81,550. While it is significant, if the District is to grow as
significantly as the Draft Education Master plan outlines, this budget may need to be
increased. Demands for advertising have grown each year over the past 10 years. However,
the C & M Department is creative with maximizing advertising dollars by utilizing media
interviews with media outlets with whom we advertise, using publicity campaigns and
grassroots efforts, such as posters and fliers.
Postage and Delivery:
This $15,225 budget will not be enough if we mail out more class schedules district-wide as
well as mailing out more postcards and other marketing materials. The outcome issue would
be a lack of marketing information given to District residents.
Equipment replacement and repair budget
C & M’s District budget was cut from $7,000 to zero in October 2008. The C&M
Discretionary budget categories of Technology Equipment and New Furniture/Equipment
were cut from a total of $3,000 to $0 this fall.
The problem with cutting the District budget occurs when major pieces of equipment need to
be replaced. During fall 2008, in Printing Services, a folding machine and shrink wrap
machine both died. The cost of both of them combined is over $13,200. Both machines serve
the needs of faculty and staff District-wide. Without them, we couldn’t have provided for
outreach efforts, student and faculty needs.
We have adjusted our budget categories to pay for these needed pieces of equipment.
Paper drill (puts holes in paper) -- Machine may need replacing. It is around 30 years old.
Cost is estimated at between $4,000-$5,000. It is a tool used for students’ and faculty
course packets. (We produce the course packets for students and faculty internally.)
Paper cutter. Estimated to be around 40 years old. Used for many college purposes. It is
beginning to fail. It can’t really be fixed. We would have to replace at an estimated cost of
$10,000, maybe more.
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5. Staff Resources
Complete the Classified Staff Employment Grid below (please list full- and part-time staff).
This does not include faculty, managers, or administrative positions. If a staff position is shared
with other areas, estimate the fraction of their workload dedicated to your area.
Staff Employed in the Program
Graphic Artist: Lynn Lozier-Hannon – Fulltime.
Graphic Artist: Bosha Struve – Fulltime.
Communication and Marketing Assistant – Jesse Wiedel -- 11-month, fulltime.
Part-time staff
Gains over Prior Losses over Prior
Assigned Area
Full-time staff
(give number)
Year: 0
Year (give reason:
(classified and
2 Graphic
retirement,
Artists
management)
0
reassignment,
(give number)
health, etc.)
5 -- one is an 111 C&M
month
0
Assistant
employee.
2 Graphic
Artists (both
classified
employees)
1 C&M
Assistant (both
classified
employees
1 Printing
Services
manager
1C&M
Director
Do you need more full-time or part-time classified staff? If yes, explain why. No.
6. Work study Resources
Work study students employed in the program -- 0
Assigned Area
How many?
“Type” of
Gains over Prior
(give number)
workstudy(federal, Year
Calworks, EOPS)
Do you need more work study student help? If yes, explain why.
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Losses over Prior
Year
7. Facilities and Technology
Are facilities adequate for achieving the outcomes of this department/program? ( ) Yes
( X) No
If No was checked, complete the following grid for each space that does not meet the needs of
this department/program:
List space (classroom, instructional, office) name/number:
Check if any of the following are not adequate:
()
( ) ADA ( ) Number
(X) Technology
Ventilation /
access
of seats /
(computers,
room temp
work stations projectors, internet)
The two graphic
artists both need
updated computers
to keep up with the
ever-changing
demands of the
field.
( ) Other (briefly
describe):
The CD labeler is
very slow. We are
investigating outsourcing this job to
a local printer.
Describe the specific action and estimated cost (if available) to make this space adequate for
your needs:
If applicable, list the average number of discipline/program sections scheduled in this room
each semester, and the total number of students enrolled in these sections.
Sections:
Students:
8. Equipment
Is the available equipment adequate to achieve the outcomes of the department/program?
( )Yes (X ) No
Refer to # 7 above – need new computers for both graphic artists.
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If No was checked in Item 8, complete the following grid for each piece of equipment being
requested for this department/program:
Equipment
Approximate
Price
2 computers
$2,000 each
CD labeler
We will
outsource this
job to a local CD
printer.
Number of
students using
equipment each
semester (if
applicable)
Describe how the equipment allows
achievement of program outcomes
Equipment Repair
Is the equipment used for your department/program in need of repair, which is outside your
current budget allotment? This does not include classroom specific equipment repair
described in the facilities section. ( X) Yes ( ) No
If Yes was checked, provide the following information to justify a budget allotment request:
Equipment
requiring repair
>> Folding
Machine. (folds
sheets of paper).
Needed to be
replaced by a
new one in fall
08 and was.
Cost: $5,700.
>> Shrink
Wrap Machine.
Needed to be
replaced by a
new one in fall
08 and was.
Cost: $7,500
Repair Cost /
Annual
maintenance cost
N/A --
Number of
students using
equipment each
semester (if
applicable)
N/A
Describe how the equipment allows
achievement of program outcomes.
Folding machine is used to fold
class schedule inserts which are
inserted into newspapers to market
out classes to various District
communities. Also used for many
other marketing materials such as
brochures and student letters.
Shrink wrapper: Student Course
packet materials for sale in the
bookstore.
Paper drill (puts holes in paper
Used for students’ and faculty course
packets. (We produce the course
packets for students and faculty
internally.)
Paper drill (puts
holes in paper)-Machine may
need replacing. It
may be 30 years
old.
Cost estimated
between $4,000$5,000. Used
for students’ and
Paper cutter: Used for many college
uses, including for a lot of
instructional materials for students
and faculty.
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faculty course
packets. (We
produce the
course packets
for students and
faculty
internally.)
Paper cutter.
Estimated to be
around 40 years
old. Used for
many college
uses. It is
beginning to
fail. Can’t really
be fixed. Would
have to replace
at an estimated
cost of $10,000,
maybe more.
9. Faculty Resource Needs (If applicable) N/A
If applicable, complete the Faculty Employment Grids below (please list full- and part-time
faculty numbers in separate rows):
Faculty Load Distribution in the Program
Discipline
Name
(e.g.,
Counseling,
Total
Load for
fall 2007
term
% of
Total
Load by
Full-
% of Total
Load by
Part-Time
Faculty
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% Change
from fall
2006
% Change
from fall
2005
Explanations
and
Additional
Information
EOPS,
Library)
Time
Faculty
(e.g.,
retirement,
reassignment,
etc.)
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a. If you are requesting a full-time faculty position develop an attachment to this report
that addresses the following criteria (as listed in AR 305.03)
• The ratio of full-time to associate faculty
• Current availability of associate faculty
• Relation to program review recommendations
• Effect on diversity of the faculty
• Effect on academic offerings and ability to serve students and the community
• Effect on the vitality and future direction of a program and/or the college
• Effect on student learning
b. If your Associate Faculty needs are not being met, describe your efforts to recruit
Associate faculty and/or describe barriers or limitations that prevent retaining or
recruiting Associate Faculty
10. Learning Outcomes Assessment Report
List all expected program-level outcomes, whether you have completed the assessment loop
or not. For each outcome, identify the means of assessment and the criteria for success.
Summarize the data that have been collected in the ‘Assessment Results’ column. If no data
have been collected and analyzed for a particular outcome, use the ‘Assessment Results’
column to clarify when these data will be collected and analyzed. In the fourth column,
indicate how the assessment results are being used to improve the program.
Program Outcomes (may be
operational for some student
service and administrative areas)
Means of Assessment and
Performance Criteria
Assessment Results Summary
Use of Results
External: Increase
awareness of CR’s degree
and certificate programs,
as well as Student
Services programs,
through the production of
new, graphically
integrated and more
informative brochures.
External:
Track the number of
new brochures being
created for each
academic and career
technical program.
N/A
N/A
Internal: Create an
internal website for staff
and faculty to order
outreach materials
Keep records of the
number of brochures
being distributed in
outreach efforts, either
on campus or in the
external communities.
Internal:
Track the number of
outreach materials and
which ones are being
ordered.
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N/A
N/A
List all course-level student learning outcomes for which some assessment activity
(assessment, analysis, or use of results) has taken place since the most recent program review,
and complete the table below as appropriate
Student Learning Outcomes
(course-level)
Means of
Assessment and
Performance
Criteria
Assessment Results Summary
Use of Results
Discuss the extent to which part-time faculty (if applicable) have been involved in the dialogue
about assessing student learning outcomes:
11. Curriculum Update (if applicable) N/A
Identify curricular revisions and innovations undertaken
a.
in the last year.
b.
planned for the coming year.
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Complete the grid below
Course
Year Course Outline
Last Updated
Year Next
Update
Expected
Was the course
added or
deleted?
If the proposed course outlines updates from last year’s annual update (or comprehensive
review) were not completed, please explain why.
12. Communication
Are the current lines of administrative, faculty, and staff communication adequate to meet the
needs of this department/program? Describe representative example of effective or
ineffective communication.
Administrative: It is critical that as a department which reports directly to the
President/Superintendent to have regular meetings with that person. The C & M Director
in December began regular monthly meetings with the president. The C&M Director believes
it would be optimal to meet with the president every other week, but it is good to at least to
have a monthly meeting. The President has been accessible by e-mail and has arranged
special meetings when needed.
For the last three years, class schedules and catalog deadlines have not been met – creating late
printings for class schedules and catalogs. We recognize that the last three years have been
extraordinarily challenging for the District for numerous reasons. However, the C&M
Department will continue to stress the importance of meeting class schedule and printed catalog
deadlines for outreach, marketing and student retention purposes.
Faculty: Faculty have direct access to the C&M Department and it is not a problem for the
department to meet with faculty individually. Some problems persist with meeting deadlines for
submitting course packet materials to be printed. The C & M Dept needs to be continue to be
proactive with reminding people of the deadlines.
Staff: The communication with staff is open and reciprocal.
For all areas: Updated Adobe software that would enable people to modify PDF’s or fill out
interactive forms would help the efficiency of Printing Services.
The new C & M website will help people order outreach materials.
13. Action Plans
List any action plans submitted since your last annual update. Describe the status of the
plans. If they were approved, describe how they have improved your department/program.
N/A
14. Department Goals Report
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List goals the department will attempt to accomplish in the next three years. Each year, you
will be asked to update the Goals Report to make adjustments to the goals the program enters
this year.
College Strategic
Plan Goal
Division Goal
Department Goals FY2008-11
A) Obj. 5.4: Improve
K-12 outreach.
N/A
A) Improve public relations,
advertising and marketing
materials for the K-12
population
B) 4.2: Educate the
community about the
importance and value
of a college education.
B) Improve advertising, public
relations and publicity regarding the
value and importance of a college
education.
15. Quality Improvement Plan (QIP)
The QIP is intended to assist the program in thinking and planning for a minimum of the next
three years. Many factors that influence the implementation of the department/program’s plans
can and do change over time. Each year, you will be asked to update the QIP to make adjustments
to the plans the program enters this year.
Because this document will be used to inform planning processes, it is very important that all the
requested information be provided. The form has been designed to elicit the information needed
for this process. Each “block” on the form is for a single recommendation; thus, the
department/program should complete all the fields for each of the recommendations.
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Quality Improvement Plan
C & M 1. New CR brochures.
Category
Department Goal the Action is connected
Descriptions
From A above. Provide new
brochures for each academic and career
technical program as well as Student Services
and Administrative Services departments.
Recommendation Number and Title
C & M 1. New CR brochures.
Planned Implementation Date
Beginning February 2009
Estimated Completion Date
June 2011
Action/Tasks
Collect information and photos
from programs and departments and begin
making new brochures.
Measure of Success/Desired Outcome:
The brochures are designed and
printed and given to distribution points
throughout the District as well as to
outreach workers and faculty members.
Estimated Cost(s)
Estimating that there will be about
75 academic and career technical program
brochures, and another 25 student services
and administrative services department
brochures, the total will be 100 brochures.
Each three-fold brochure will cost .15 cents
each. If we print 200 for each program, the
cost is $1,600.
The C&M Department.
Who is responsible?
Consequence if not funded.
The outreach efforts of the College
will be severely limited.
External Accreditation Recommendations
(if applicable)
N/A
Quality Improvement Plan
C&M 2. Value of college education marketing.
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Category
Department Goal the Action is connected
Recommendation Number and Title
Descriptions
Create brochures, radio, TV, print
and web marketing that explain and
convince the community about the value of
a college education. These marketing
pieces can include: student and employer
testimonials; the salary advantages to
earning college degrees and/or certificates;
and the ease of transferring to UCs and
CSUs after earning a degree or certificate.
C&M 2. Value of college
education marketing. New TV, radio,
print ads, brochures and posters focusing
on about the value of a college education.
Planned Implementation Date
Beginning February 2009
Estimated Completion Date
July 2009
Action/Tasks
Collect information and photos, and
record video commercials – including
testimonials.
Measure of Success/Desired Outcome:
The marketing and advertising
materials are created and distributed in
various outreach areas and/or through paid
media advertising buys.
Estimated Cost(s)
Approximately $5,000 for video
production.
The C&M Department.
Who is responsible?
Consequence if not funded.
The marketing efforts of the college
to reach new students will be limited.
External Accreditation Recommendations
(if applicable)
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N/A