MEETING OF THE MARKETING COMMITTEE
OF THE BOARD OF TRUSTEES
HOUSTON COMMUNITY COLLEGE SYSTEM
August 30, 2004
Minutes
The Board of Trustees of the Houston Community College System held a Meeting of
the Marketing Committee on Monday, August 30, 2004, at the System Administration
Building, Seminar Room A, 2nd Floor, 3100 Main, Houston, Texas.
BOARD MEMBERS PRESENT
Michael P. Williams, D.Min., Committee Chair
Herman Litt, Ex Officio
Diane Olmos Guzman
ADMINISTRATION
Bruce H. Leslie, Chancellor
Doretha Eason, Interim Deputy to the Chancellor
Jose Villarreal, Vice Chancellor, Economic Development
Gloria Walker, Vice Chancellor, Finance & Administration
Rosie Barrera, Associate Vice Chancellor, Communications
Miles LeBlanc, General Counsel
OTHERS PRESENT
Jarvis Hollingsworth, System Counsel, Bracewell & Patterson
Other administrators, citizens and representatives of the news media
CALL TO ORDER
Dr. Williams called the meeting to order at 2:21 p.m. and declared the committee
convened to consider matters pertaining to the Houston Community College System
as listed on the duly posted Meeting Notice.
Without a quorum present, the meeting was declared a working session.
HCCS 15TH ANNIVERSARY CELEBRATION
Henry de La Garza, Agency Principal, de La Garza Public Relations, presented a
public relations proposal for commemorating the 15th anniversary of HCCS’
separation from HISD and the appointment of an independent HCCS Board of
Trustees. The goal of this event is to attract and focus public and media attention to
HCCS’ 15 years of dedicated service to the community, its leaders and the academic
realm through a multi-cultural, multi-lingual public relations campaign. This
anniversary celebration would run for twelve months and support student recruitment
and retention, increase financial support, increase public knowledge and public
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Marketing Committee – August 30, 2004 – Page 2
awareness of the impact HCCS has made in the community. Mr. de La Garza
discussed a variety of strategies and activities to observe this milestone.
Mr. de La Garza responded to questions from the Board. The Trustees discussed
whether it might be more appropriate to focus on HCCS’ 35th anniversary as an
institution and include the 15 years of independent governance.
Mr. Litt asked Ms. Barrera and Mr. de La Garza to make a formal presentation to the
Committee of the Whole on September to explain how this event ties into the
strategic marketing plan.
HCCS SIGNATURE GALA
Brad Deutser with Yaffey-Deutser presented a proposal for an annual signature gala
intended to elevate the image of HCCS within the community and highlight the
Board’s mission and vision. Mr. Deutser proposed various strategies and activities to
achieve the goals and objectives of such an event and engage community support.
He advised that a theme should be identified early in the planning stage and that an
event of this caliber should feature a prominent guest of honor. A proposed date of
May 2005 was discussed, with a target attendance of 500 guests.
Mr. Litt asked Mr. Deutser to make a presentation to the Committee of the Whole on
September 21.
STRATEGIC MARKETING PLAN
Ms. Barrera distributed the updated strategic marketing plan to the Board for their
review. A plan was developed in November 2003 following the bond election and
contained strategies for recruitment, retention and annexation. Many of the
recruitment and retention activities have been implemented.
Dr. Williams asked about the staffing structure of the Communications Department
and challenges in implementing the strategic plan. Ms. Barrera reviewed the
structure as follows:
1.
2.
3.
4.
Vince Hamilton, General Manager, HCC-TV
Carole Keeney, Public Information Officer
Claudine Illg, Director of Print and Electronic Publications
a) Three graphic artists
b) One photographer
Sheila Briones, Community Involvement/Protocol
a. Protocol issues
b. Special events
c. Community participation
d. Board events and speaking engagements
The Trustees discussed the need for a better system of informing Trustees of
community events and providing opportunities for community involvement. Dr. Leslie
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Marketing Committee – August 30, 2004 – Page 3
indicated that he expects the colleges to seek opportunities for Board involvement
and to coordinate with the Protocol Officer so that arrangements can be made. There
are plans to hire community information officers at each college and staff writers at
the System level to address the Board’s needs.
ADJOURNMENT
With no further business, the meeting was adjourned at 4:40 p.m.
Minutes Prepared by:
Linda Gray, Board Services
Reviewed and Submitted by:
Yolanda Navarro Flores, Secretary
Board of Trustees
Minutes Approved as Submitted:
October 28, 2004