Community Relations and Marketing – Administrative Program Review – April 2015
I. UNIT DESCRIPTION
1.1 What are the services offered and functions performed?
TheCommunityRelationsandMarketingDepartmentsupportsmultipleinstitutionalfunctionsand
servicesforthecollege.Thedepartmenthasprimaryresponsibilityfor:publications,advertising,
mediarelations,communityoutreach/collegerecruiting,highschoolrelations,thecollegewebsite
includingwebdevelopment,programming,maintenance,implementationandusertrainingand
(internalandexternal)communicationservices.Thereareseveralactivitiesbestclassifiedunder
communityrelations–includingon‐andoff‐campusevents.Itisimportanttonotethatthe
CommunityRelationsandMarketingdepartmentplaysasignificantroleinbothrecruiting
studentsandelevatingtheimageoftheCollegeinthecommunity.
Inadditiontotheresponsibilitiesoutlinedabove,theCommunityRelationsandMarketingDepartment
spearheadsothermarketingefforts,includingoccasionaleffortsonbehalfofindividualprogramsand
departments,anditservesastheprimaryclearinghouseforinformationabouttheCollege(recognizing
thatmanyinstructionalandstudentservicesdepartmentsalsofieldandfulfillrequestsperdayviaemail,
phoneandmail).
Thedepartmentdirectorassistswiththeplanningandimplementationofmultiplecollegeeventseachyear
suchas,CSM’sAthleticHallofFame,ConnecttoCollege,FamilyScienceDayandATributetoTransfer.The
departmentisalwaysrepresentedatKCSM’sJazzontheHillandisaliaisontoothercollegedepartments’
participation.LastlythecollegeparticipatesinlocaloutreachattheSanMateoCountyFaireachyearwith
CSMPresentsattheSanMateoCountyFair.
Thedirectorisalsoapointofcontactforcommercialfacilityrental.Additionallythedirectoristhe
primarycontactforinternalinquiriesandassistswithstrategicplanningspecifictoinstructionand
studentservicesforvariousinstitutionalinitiativesandprojects.Thedirectorpositionisanex‐officio
memberoftheInstitutionalPlanningCommittee(IPC).
1.1.1 Overview for Outreach and High School Relations (a program within the CR &
Marketing Department)
CollegeofSanMateo’sOutreachandHighSchoolRelationsteamconsistsofaCollege
Recruiter,2studentambassadorleadsand10studentambassadors.Theprogramisa
comprehensiveoutreachandrecruitmentprogramdesignedtoprovideinformationto
highschoolstudents,parentsofhighschoolstudents,highschool
counselors/teachers/supportstaff,andallprospectivestudentsspecifictothe
educationalopportunitiesavailableatCollegeofSanMateo.
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
TheOutreachandHighSchoolRelationsprogramstaffworkscloselywithallofaspects
andprogramswithinstudentservicestosupportandpromotetheenrollmentofhigh
schoolstudents(includesConcurrentEnrollmentProgram,PriorityEnrollment
Programaswellasotherprogramsandservicesfornon‐traditionalorreturning
students.)
PrimaryServices:
 CollegeNights/fairs
 CommunityCollege/CSMPresentations
 CSM/SMCCDApplicationWorkshops
 CareerandEducationalPlanningWorkshops
 Meetings,callsandemailcommunicationwithstudentsandparents
 Concurrentenrollment(Summer,Fall,Spring)
 CampusTours
 InformationDeskandOperationWelcomeMat(Summer,Fall,Spring)
 ConnecttoCollege(informationnightforhighschoolseniorsandtheir
parent/guardian(s))
Notableaccomplishmentssincelastreview(March2014):
Digital Communication & Marketing Ingeneralthestatisticsforwebsitetraining,eventcalendarlistings,digitalmonitor,electronicsign
andportaladimagesareconsistentwithlastyear.Thereisadeclineofeventlistingsof400thisis
duetoachangeinthemethodologyforusedforreportingthisyear.Previouslyrepeatingevents
wereinincludedinthetotalcount(multipletimes)thisyearrepeatingeventswereonlycounted
once.Thiswillbetheprocessforthefuture.(Ifwehadcountedrepeatingeventsthisyearthe
numberwouldbe1698eventscomparedto1656reportedfor13/14.)
March1,2014–February28,2015
#Trainings
48
#EventCalendar
listings
1010
#Studentemail
(GWAMail)
100**
#DigitalMonitor
images
202
#ElectronicSign
images
251
#PortalAdimages
7
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
**Notetherepresentationof101studentemailsfor2014reportwasanerroritshouldhavebeen81.
Withthiscorrectiontheresultingincreaseoverlastyearis19%.Theincreasefrom2013to2014was
35%ratherthanthe54%reportedlastyear.
Newwebsites:
Umoja
Supplemental Instruction Vice President of Instruction Office
Group Fitness
First‐Year Success Initiative
Learning Communities website – updated and refreshed landing page VPI
Web&WebProgrammingprojects:

LaunchedCSMmobileappwithdistrictITS.
o Providedmobileaccessibleeventcalendarlisting

Programreviewonlineapplication;progressivechangesfromuser’sfeedback

Fitnesspre/postassessmentupdatedtomobilefriendlyversionallowingfacultyand
studentstocompleteassessmentsonmobiledevicesinclasses

CreatedFacebookphotoalbums(MANA,OperationWelcomeMat,JazzontheHill,
Commencement,etc.)

CreatedFlickrphotoalbumsforCSMcampusandtransferevents
Communication

Internallistservcommunications–60

Communicationsaresentmonthlytolocalcommunitynewsletters:SugarloafandHighlands
andSanMateoCreditUnion.Thisrepresents72communicationsannuallyspecifictosharing
CSMoncampuseventsandactivities.
Print/Design 

LaunchedandmanagedCSMInstagramaccount;153followersasof4/15/15
Designednewhomepagedesignandlaunched
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015



Builtoutnewcomprehensiveseasonalhomepageslidearchivetoallowformonthly
updatesthatcoincidewithcurrentprintschedulestories,eventsandfeatures.
RefreshedCSMVisualStyleGuide(includingbulldogreferencesection)
ProjectChangeheaderdesignandmarketingcollateralproduction(brochure,flier,etc.)
Outreach Notabledifferencesfrom2014outreachistheincreaseintours/attendees.Toursprovided
increasedby33%withattendanceapproximatelydoubled(1004attendeesin2014and2000in
2015).CommunityCollegePresentationsfor2015areconsistentwith2014.
#Tours/attendees
133/2000
#HSCollegefairs
20/1590
#ApplicationWorkshops
24/950
#ConcurrentEnrollment
4/150
#CommunityCollegePresentations
16/1780
#CommunityCollegeDays
3/250
#CommunityCollegeNights
10/1045
#JobFairs
1/200
#CareerInventoryWorkshop
1/40
#servedatCollegeCenterStudent
850
AmbassadorCounterfor14/15
#servedOCWFall14,Sum14&Sp15
1200
Theseeventsarenewrequestsfor2014/15.
TotalStudentsServed
10,005
InadditiontotheCSMOutreachteamsactivitiesthepresidentpresentedateighthighschoolsand
twomiddleschoolsinspring2015coveringallpartsoftheCounty–north,centralandsouth.
Other CR&MworkedwithStudentServicesandA&Rtoimprovethecollegephonesystemspecificto
customerinquiriesbeingservedinatimelymanner.Newrecordingsweredonebythecollege
recruiterandthephonetreewasgreatlyslimmeddowntolessthan10majorchoices.Alongwith
thischangeitwasagreedbythedirectortohavetheCR&Mdepartmentserveasan‘out’optionfor
allareas;thisbeingthatthecallercouldreachsomeonelive.Thisisthefirstyearwiththisin
productionandthedepartmentdidserve275phonecallinquireswithover50%beingstudent
servicesrelated;approximately6%ofthecallswereactuallyforCR&M.Thishasbeen
manageableanditwillcontinuedtobemonitoredtoensurethatwe’remeetingtheneedsofthe
communitywhilenotoverstretchingourstaffresources.
1.2 Who are the recipients of the services performed?
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
ThepopulationsservedbytheCommunityRelationsandMarketingdepartmentarebroadand
include:faculty,staff,students,administrators,membersofthelocalandgreaterbayarea
communityalongwiththeglobalcommunity.
1.4 Institutional Student Learning Outcomes
Thoughthedepartmentdoesnothavestudentlearningoutcomesasadirectoutputofourwork
thedepartmentdoescontributetoInstitutional(GeneralEducation)StudentLearningOutcomes.
Thedepartmentdoesthisinthedeliveryofconsistentmessagestoallaudiencesoftheexcellent
educationalanddynamicservicesCSMprovidestothecommunity.
II. EVIDENCE OF UNIT’S EFFECTIVENESS
2.1 Administrative Unit Strengths
TheCommunityRelationsandMarketinggreateststrengthsisitdynamicteamandtheabilitythe
teamhastodeliverservicesinaprofessional,timelyandcomprehensivemanner.Thedepartment
staffiscustomerserviceorientedintheirdeliveryofprofessionalservicestoallaudiences.
Ourstrategyfordeliveringimprovedservicesistoalwaysstrivetoprovidetimetoaskthe
importantquestions,research,plan,andtestassumptionspriortofinalimplementation.Whether
thefinalimplementationisaprintmarketingpiece,onlineadvertisingcampaignorthelaunchofa
newwebsite,thedepartmentsapproachisbasedinthissystematicmethodology.
IncludedinthisteamistheCSMStudentAmbassadorprogram.Thestudentsintheprogramwork
handinhandwiththedepartmentonmanyaspectsofthework.Providingthedepartmentstaff
directstudentfeedbackontheimplementationofmaterialsandcontentaswellasstudent
resourceswhendevelopingideasandconceptsformarketing,communication,outreachand
recruitment.
Evidencethatdemonstratesoursuccesshasbeencommunicatedtousfrombothouroncampus
andoffcampuscustomers.Belowisjustasampleofthatevidence:
 StudentAmbassadors(InReach):“ThankyousomuchfortakingtheCRER120classonatourof
theCSMCampus!(I’membarrassedfornotextendingmythanksandgratitudesooner.)Thefeedback
I’veheardfromstudentsareuniversallypositive–“sawpartsofthecampusI’veneverbeen
to,”“Ambassadorsweregreat,funny,helpful,etc.”“TheyknowalotaboutCSM.”Congratulationson
yourprofessionalism,andIhopeImaycalluponyouallagain.”

CSMCounselor
Departmentwebsite:“MypresidenthasbeenbuggingmetosetupaMarketingandPublic
Relationswebsiteonourschool'swebsite,andIgavemybasicstructure/plantomystafftoconsider
andtweak.MygraphicdesignerdidasurveyofalltheMarketingandP.R.collegewebsitesinNorthern
California,andselectedYOURSastheabsolutebest.Irevieweditandconcur!We'llbesettingoursup
inasimilarfashion,althoughwedon'tworkonquitethebroadrangeofdutiesyoudo(Outreachfor
usisaminorrelationandwedon'thaveanythingtodowithourstudentambassadorsperse).Just
wantedtoknowtoletyouknowthatyour'fabulousness'continuestobenoted—andemulated!”
MissionCollege,DirectorforMarketing&PublicRelations
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015

WebProgramming:“Mythankstoyouaswell.Itisprojectssuchasthesethathelptomakethe

HenryVillareal,Dean,EnrollmentServices(OnlineCertificate/DegreeApplication)
HighSchoolOutreach:“OnbehalfofalltheSMUHSDstudentswhoattendedtoday'sfieldtrip,mayI



workloadmoremanageablewhichcanthenalsoultimatelyleadtoenhancedservicestostudents.”
thankyouforthewarmwelcomeyougavetoourstudentsandtheimportantinformationyoushared
withthem.Asyouknow,twoofthebiggestquestionsfacingourstudentsarewheretheywillgoto
collegeandwhattheywillstudy.Youradvicewasthoughtful,relevant,andcriticaltothisgroupof
students,mostofwhomwillbethefirstmembersoftheirfamilytoattendcollegeintheUnitedStates.”
SchooltoCareerCoordinator/SMUHSD.
PrintPublication(SMAC/PEBrochure):“Loveit!!!!!!!”
RonGalatolo,Chancellor,SanMateoCountyCommunityCollegeDistrict
Print:“JustwantedtotellyouwhatagreatjobDaviddidontheDgMe235postersfortheopenhouse.
Hegoteverythingdoneontime,keptmeupdatedonwhatwasneededandwhenworkwasfinished,
andtheprintslookedbeautiful!Nicetobeabletoworkwithsuchaprofessional.Sothankyoutoboth
ofyouforallthesupportfortheDgMedepartment!”DigitalMediaFaculty
Web/video:“HavingdonesimilarvideosforCSMandothercolleges,Icansaythatyouandyour
teamdidanoutstandingjobonthevideos.Wow!I'mimpressed.”Communitymember/student
Wecontinuetostrivetoimprovethedeliveryofourservicestothecollegecampusand
community.Specifictothecampuscommunityweprovideperiodicalemailcommunications
remindingstaffofourservicesandupcomingactivitiesanddirectingthecampustoourwebsite
formoredetailedinformationaboutallourservices.Insupportofourexternalcommunitywe
enhancedouronlinetoursformwithadditionalfeaturestoimprovethetourrequestprocessfor
smallandlargegroups.
2.2 Improvement Areas
Staffdevelopment–mostofthedepartmentstaffcontinuetoparticipateinatleastsomeaspectof
staffdevelopment:
 Director:CCPRO,CommunityInvolvement–Thrive(AllianceofNon‐profitsforSanMateo
County);Connect14Conference(SanMateoCountyleadersembracingtechnology)
 Webmaster–annualOmniUpdateConference;Connect14Conference(SanMateoCounty
leadersembracingtechnology)
 VisualCommunicationCoordinator–opportunitiesareprovidedfortargetedlocal
workshopsspecifictophotographyandgraphicdesign.
 CollegeRecruiter–attended‘EnsuringTransferSuccess’(May2014).
Ibelievethatcontinuedprovisionoftheaboveopportunitiesandothertargetedstaffdevelopment
are‘key’inensuringthestaffisuptodateonthelatestprofessionalstrategiesandresources
specifictotheworkweperform.
Worktoimproveservices–ongoingreviewofdepartmentwebsitecontent,department/division
informationalpresentations(check‐ins)onceayeartoallotherunits.Generalcalloutsto
employeesforassessmentofservices(registrationdebrief;eventdebriefs:SMCFair,HOF,and
ConnecttoCollege.)
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
Improvements–morededicatedresourcesforadministrativesupportandweb/printwritingand
editing.
III. VARIABLES AFFECTING UNIT
3.1 Operational Mandates
n/a
3.2 Accreditation Concerns
n/a
3.3 Resources Evaluation
a. Are current facilities adequate to support the unit? Explain. - Yes
b. Is available equipment adequate to support the unit? Explain – see resource needs.
c. Are the financial resources adequate to support the unit? Explain – generally yes.
d. Are the staff resources adequate to support the unit? If applicable, describe any
opportunities for professional development for unit staff.
Improvements–morededicatedresourcesforwebtechnicalsupportaswellasweb/printwriting
andediting(CommunicationsManagerPositionunfundedin2009).Also,aswecontinueto
enhancethetechnologyofthecollegewebsitewithcustomizedapplicationsitiscriticalthatwe
havefulltimetechnicalsupport;currentlywehaveapart‐timewebprogrammer.Afulltimeweb
contentpositionisacriticalresourcerequirementtoensureallcontentandapplicationsare
maintainedandsupportedsufficiently.
Asoperationfunctionscontinuetogrowitisrecommendedthataconsiderationbemadeto
providesupportforapart‐timeofficeassistanttosupportthedirector,collegerecruiterandother
departmentstaffandstudents.
IV. GOALS, ACTION STEPS, AND OUTCOMES
4.1 What are the Goals, Objectives and Action Steps for the unit?
Eachyearwedevelopspecificgoalsandobjectivesforthedepartment.Allstaffsubmitindividual
goalsandobjectiveswhichinturnarerolleduptodepartmentalgoalsandprovidedtothe
President.Belowarethemajorgoalsandobjectivesfor2013‐14.
a. Identify unit’s annual goals, objectives and action steps. Goals should be linked to
Institutional Priorities: 2008-2016 and/or Educational Master Plan, 2008.
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
b. What are the expected measurable outcomes? If applicable, describe what
performance indicators from the College Index, 2009-2010 or from the Comprehensive
Listing of Indicators and Measures, 2009-2010 will be affected by the goals.
c. Describe progress in achieving the unit’s goals and objectives. Are there external
and internal factors that affect the unit’s ability to meet its goals?
d. If applicable, describe specific, documented accomplishments that support and
facilitate the achievement and assessment of student learning outcomes, including
measures employed to evaluate program effectiveness in achieving such outcomes.
1. ExpandExploreCSMwebsitevideogallery.(InstitutionalPriority3)
Actionsteps:
 Continuedinreachwithfacultyandadministrationtodeveloptargeted
videosshowcasingthecollegeprogramsandservices.
o Develop‘targeted’studenttestimonialvideosinsupportofnewprograms.Example,
ProjectChangestudentvideo(April2014)
Target: Ongoingactivity
2. CareerandEducationalPlanningWorkshops‐pilotimplementationoftheonlineCareer
andEducationalPlanningInventory(CEPI)toolwiththelocalhighschools.(Institutional
Priority3)
Actionsteps:continuetoofferandrolloutthisonlineresourcetothehighschools
(2highschoolsparticipatedin2014/15). Target:Spring2016
3. StudentAmbassadorLeadershipConference–hostaconferencefacilitatedbythe
outreachcoordinatorsandrecruitersatCollegeofSanMateo,SkylineCollegeandCanada
College.(InstitutionalPriority1and3)
Actionsteps:meetwithstudentlifeandotherstudentleadershipgroupson
campustodesignthemodel.
Target:Fall2015
4. Createanaccompanying(guide/tour)piecetoshowcasethepictorialhistoricaldisplay
inCollegeCenter.(InstitutionalPriority6)
Actionsteps:
1. Researchthecurrentpictorialdisplaysandconfirmtheassociated
descriptivecontentavailableforeachpicturedisplayed.
2. Correlatethedescriptivecontenttothepictureswithalocationindication
(i.e.CollegeCenter2ndfloordisplay).
3. Reviewcontentderivedanddraftinitialpiece.Currentlywe’rethinkingwe’d
createasmalltwo‐foldortri‐foldpamphletthatwouldbeavailablenextto
eachdisplayandcontaincompleteinformationforalldisplays.
4. determinedistributionforprintpieceandplacementonCSMwebsite
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
5.
6.
7.
8.
9.
Target:tbd(resourcedependent;maypursueasa‘studentinternship’opportunityin
2014/15).
ContinuetoexpandandintegratetheroleoftheOutreachAdvisoryCouncilmembers
withCSMOutreach.(InstitutionalPriority1and3)
Actionsteps:
1. Lookforopportunitiestoinclude/invitememberstooutreachevents
2. ProvidequarterlyupdatesonCSMoutreachtotheadvisorycouncil
3. AssignalloutreachadvisorycouncilmembersactiverolesforConnectto
College
Target:OngoingActivity
Developanenhancedinteractivecampusmaputilizing‘google’technology.
Actionsteps:
1. Aninitialprototypehasbeendeveloped.Implementationis‘onhold’untilthe
completionofparkinglotconstructionatcampus.Additionallythecurrent
webprogrammeranalystleadingthedesign/implementationhasresignedas
of5/1/15.
Target:Spring2016orsooner.
Createnew(web)landingpagesfor:FutureStudents,HighSchoolStudentsand
StudentExperience.(InstitutionalPriority1and3)
Actionsteps:
1. Initialdesignscompleted Spring2015
2. Refineandfinalizedesigns
3. Implementandlaunch
Target:Summer2016
ExpandtheStudentExperienceprintposterprojecttoincludetargetedstudentposters
withinothercampusbuildings.(InstitutionalPriority1and3)
Actionsteps:
1. Prioritizeandconfirmthenextoncampuslocationforposters;thiswillneed
tobedoneinhandwithCabinetasthereisfinancialdependenciesfor
implementation.
2. Determineappropriatestoriesforthespecificcollegearea/buildingwhere
posterswillbeshowcased.
3. Orderposterframesandimplement.
Target:Noactiontostartatthispointbutcontinuingtoderivenewstoriestobeready
forfurtherexpansiontootherbuildingswhenneeded.
Developon‐goingcollaborationandsupportwithallCSMrecruitingunitstoensure
marketingmessages,materialsandonlinetoolsarein‐linewiththestudentandcommunity
needs.Increasefaculty/staffparticipationatoutreach/recruitmenteventssuchas:
OperationWelcomeMat,HillsdaleShoppingCenterandConnecttoCollege.
Actionsteps:Continuedcommunication/outreachtointernalcollegegroupsfor
participationinspecificcareer,collegeandcommunityoutreach.
Target:longertermcontinuingactivity
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
10. ProvideacollaborativeandsupportiveenvironmentwiththeCSMcollege
communitytoeducateCSMemployeesontheservicesandworksupportedbyCR&
Marketing.(InstitutionalPriority6)
Actionsteps:ProvidetheCSMinternalcommunitywithenhancedtools(online)to
supporttheirinteractionwithcurrentandpotentialstudents.
Target:longertermcontinuingactivity
4.2 Results of Previous Program Reviews
1. Expand/updateExploreCSMwebsitewithavideogallery.CurrentlytheExploreCSM
videogalleryhouses8videos.Limitedprogresshasbeenmadeinpopulatingthissite
primarilyduetonodedicatedresourcestoproducevideosandlimitedfinancialfunding.
2. CareerandEducationalPlanningWorkshops.Thecollegerecruiterdidpilottheonline
careerinventorywithtwohighschoolsinspring2015.Thesessionswerewellreceivedand
studentparticipantsfeltthesessionsincreasedtheirunderstandingoftheircareerand
educationalgoals.Wewillcontinuetorollthisonlineinventoryresourcetohighschoolsin
2016andassessfuturefeedback.
3. ContinuetoexpandandintegratetheroleoftheOutreachAdvisoryCouncilmembers
withCSMOutreach.MultiplemembersoftheadvisorycouncilcontributedtotheCSM
studentambassadorscholarshipallowingforthecontinuedawardoftwostudent
ambassadorscholarshipsfor2015/16.Also,moreadvisorycouncilmembersvolunteeredto
assistwithConnecttoCollegethisyear;assistingwithfoodservice,reception,and
contributingraffleitems.
4. CreateastyleguidefortheuseoftheCSMBulldog(currentlybeingtrademarked).
Thisitemwascompletedandimplementedinall2014.
5. Updateexistingwritingstyleguidetocreateacomprehensivewritingstyleguide
thatincludeswritingfortheweb.Thewritingstyleguidehasbeenupdatedandwill
continuetobereviewed,editedandupdatedannually.
6. Developanonline‘howto’sectionforroutineOmniUpdate(webeditorsoftware)
process.Thishasbeendevelopedandwillbereviewedandupdatedasneeded.
7. Continuetoexploredevelopingalumniprograms,eventsandcommunicationsin
collaborationwiththeSMCCCFoundation.TheSMCCCDFoundationhashiredafulltime
alumnimanager.Wehavealreadybeguncollaborationandwillcontinuetodoso.
8. ResearchwhatCSMdesktopwebcontentcanbemademobilefriendly.Referencing
Googleanalyticsandtheunderlyingtechnologyinvolved(i.e.IntelliResponse).
FocusonCSMwebsitecontent.WelaunchedacollegemobileapplicationthisJanuaryin
conjunctionwiththedistrictITSstaff.Wewillcontinuetocollaboratewiththedistrictin
deployingmobilefriendlycontent.
9. Developon‐goingcollaborationandsupportwithallCSMrecruitingunitstoensure
marketingmessages,materialsandonlinetoolsarein‐linewiththestudentand
communityneeds.Significantprogresshasbeenmadeinsupportandcollaborationfrom
allemployeesoverthelastfewyears.
V. SUMMARY OF RESOURCES NEEDED TO REACH GOALS
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
5. 1 Describe Resources Requested
Discuss the resources needed to proposed goals and action steps and describe the
expected outcomes for program improvement. Specifically, describe the potential
outcomes of receiving these resources and the programmatic impact if the requested
resources cannot be granted. (Resources include personnel, supplies, equipment,
facilities, staff development, institutional research support etc.)
In the matrices below, itemize the resources and briefly describe the expected
outcomes.
Positions Requested
Full time Web Content
Coordinator.
Expected Outcomes if Granted
Adequate support for CSM’s
web services. Demand for
digital communication services,
social media and optimization
of existing web content
contents to grow. It is time to
add additional permanent
resources to maintain the day
to day workload. With
additional full time support we
will be able to maintain the
day-to-day workload
requirements while continuing
to be current with technology,
support the future demands
and transition content to be
mobile accessible.
Expected Impact if Not Granted
Less support and production for
web services day to day
operation. Lack of resources to
maintaining the current
environment. Potentially falling
behind on work requests and/or
delay implementation. No
ability to drive innovation, stay
in tune with technology or
move the institution forward
with mobile accessibility. As a
college we are committed to
continue expansion of digital
marketing, maintaining a state
of art college website, social
media communication and
mobile accessible web
technology we need to have
the appropriate resources to
support!
Office Assistant II (+/- 20 hours
per week)
Lighteningtheworkload
(hours)currentlyputinby
theDirectortomaintain
adequateadministrationand
supportforthedepartment.
ImprovedCommunity
OutreachandHighSchool
Relations.Muchofthedayto
daysupervisionof
CommunityOutreach
performedbytheStudent
Ambassadorsmustbe
providedbytheDirector
during‘peaktimes’.Adequate
frontdesksupportforthe
InefficientuseofDirector’s
timetobackupCollege
Recruiter(whoisoutofthe
office50+%ofthetime)to
ensurestudentsupervision,
day‐to‐dayemail/phonecall
coverageaswellasservicefor
internal/externaldepartment
inquiries.Delayofcore
functiondeliverables.Impacts
theDirector’sabilityto
provideadequate
administrationand
managementsupportforstaff
aswellasplanning/advisory
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
departmentforinternaland
externalvisitors;therebynot
pullingtheDirectoror
professionalstafffromtheir
priorities.
The position will assist the
college recruiter with the load
of over 3,000 clients per year
who include students, high
school staff/faculty,
parents/guardians, and
community organizations.
supportfortheinstitution
andsenioradministration.
Collegerecruiterwill
continuetobestretchedto
supportallhighschool
outreachrequests–some
requestsandhighschools
willnotbeserved
appropriately.Thislackof
resourcesimpactsthe
college’ssuccessrateand
ultimatelyourgoaltoprovide
‘hightouch’supporttoour
students.Potentiallywill
resultinlostopportunities
torecruitinterested
students.
Expected Outcomes if Granted
Secure support for Visual
Communications Coordinator
production/design, Webmaster,
website support, training,
maintenance, etc. and
College Recruiter support for
outreach, presentation
development and day to day
workload.
Expected Impact if Not Granted
Significant delays on
publication, production and
design work specific to the
Visual Communications
Coordinator’s responsibility and
same issue for the Webmaster
specific to digital
communication, website
updates, training, social media
etc. College Recruiter
potentially unable to support
day to day operational
workload in a timely manner.
Bottom-line impact: computers
are heavily used in CR&M and
specific to the above noted
staff they’re all in need of
upgraded computers.
For Non-personnel Requests:
Resources Requested
Item: computer
replacements/upgrades
Number: 2-3.
Vendor: n/a
Unit price: ITS to provide.
Total Cost: $3,000+ est.
Status*:not ordered.
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5. 1 Community Relations and Marketing – Reporting Structure
ThedirectorforCollegeBusinessDevelopment,Marketing,OutreachandCommunicationshasinstitutionalresponsibilityfor
allmarketing,publications/production,internalandexternalcommunication,communityoutreachandrelations(including
thestudentambassadorprogram),developmentandplanningofwebservicesandisthecommunicationofficerforEOC.
Additionallythedirectorassistsfacilityrentalinquiriesforexternalcommercialrentals.
President's
Office
Manage,developandimplementwebservices,
print/production,outreach,marketingand
communication.CurrentlyPresident'sOffice
Coordinatorstaffassistswithwebandprint
communication.
Director
BeverleyMadden
StudentAssistant
Admin.Support
(1)
President'sOffice
Coordinator
ValerieAnderson
CollegeRecruiter
Outreach
AlexGuiriba
Visual
Communication
DavidMcLain
WebServices
ValerieTyler
Student
Ambassador
Program
(10)
CSMVisual
Communications
StudentAssistant
(1)
WebContentST
(1)
WebProgrammer
Analyst
vacant
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
VI. PROGRAM REVIEW PARTICIPANTS AND SIGNATURES
Date of Program Review evaluation: April 2015
Please list the department’s Program Review and Planning report team:
Primary program contact person:
Phone and email address:
Administrators:
Beverley Madden
ext. 6538; maddenb@smccd.edu
President Michael Claire
5/1/2015
X
Beverley Madden
Beverley Madden
Director, College Business Development, Marketi...
Signed by: Madden, Beverley
Primary Program Contact Person’s Signature
Date
Other Participant’s Signature
Date
Other Participant’s Signature
Date
Other Participant’s Signature
Date
Other Participant’s Signature
Date
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
VI. PROGRAM REVIEW PARTICIPANTS AND SIGNATURES
Date of Program Review evaluation:
Please list the department’s Program Review and Planning report team:
Primary program contact person:
Phone and email address:
Administrators:
Beverley Madden
ext. 6538; maddenb@smccd.edu
Beverley Madden
Primary Program Contact Person’s Signature
Date
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
Description of Community Outreach/College Recruitment Services:
College Nights/fairs
Representing CSM at the local college fairs, and on numerous occasions, representing CSM, SMCCD, or the CCC system at off
Campus College Night events is critically important to the recruitment process and in being successful at creating awareness of the
many the unique enrollment opportunities and benefits of enrolling in colleges like CSM. As you can see below, just one College fair,
can produce an unbelievable opportunity to make great connection with potential students. Historically, CSM has always been active
participants at community events like College Nights & College fairs and the College is considered a go-to resource for the
community for all things community college related.
Community College/ CSM Presentations
Whether it is presenting at a local high school college night or during the day presenting in front a senior class, it is a critical function
of outreach program that we do everything we can to inform student and parents about the wonderful opportunities which are available
at local community colleges like CSM. This activity goes far beyond the enrollment generated from this recruitment activity, because
it is really bout reeducating a local population to appreciate and value the unique enrollment opportunities available at their local
community college; that they will carry this renewed appreciation for many years that their sons or daughters are enrolled in high
school, and that they will “tell a friend” about their new and positive perspective they now have about the community college system,
and the great opportunities that are available to them. Examples of such special opportunities include the College Connection
Program. Historically, we have always taken an active role in making Community College/CSM Presentations at high school and
other special scheduled events.
Phone/E-mail/and individual meetings with students
Provided information regarding applications, enrollment, prerequisites, important dates, placement testing, and matriculation steps to
thousands of high school students, parents, and high school counselors
Student Ambassador Program
Student Ambassadors serve as liaisons between the College and local high schools, give campus tours and assist with on campus
activities such as Operation Welcome Mat and Connect to College; they also represent the College at community events and mentor
students at local high schools on a weekly basis.
Student Ambassadors represent the diversity of College of San Mateo and major in various disciplines including Engineering,
Chemistry, Sociology, Psychology, Philosophy, Economics, Computer Science, Administration of Justice, and more.
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
Ambassadors have received associate’s degrees and certificates and have transferred to schools such as the UC Berkeley, UCLA, UC
Davis, UC San Diego, UC Santa Cruz, San Francisco State University, Cal State East Bay, San Jose State University, the University
of Texas-San Antonio, and the University of Southern California.
8-10 Student Ambassadors is ideal for outreach coverage and the ratio to staff is manageable in this range.
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Prepared by B. Madden
College of San Mateo
Community Relations and Marketing
Administrative Program Review – April 2015
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