MEETING OF THE
MARKETING COMMITTEE
OF THE BOARD OF TRUSTEES
HOUSTON COMMUNITY COLLEGE SYSTEM
May 18, 2006
Minutes
The Board of Trustees of the Houston Community College System held a Meeting of the
Marketing Committee on Thursday, May 18, 2006, at the System Administration
Building, Seminar Room A, Second Floor, 3100 Main, Houston, Texas.
COMMITTEE MEMBERS PRESENT
Yolanda Flores – Committee Chair
Richard Schechter
OTHER TRUSTEES PRESENT
Abel Davila
Diane Olmos Guzman
ADMINISTRATION
Bruce H. Leslie, Chancellor
Doretha Eason, Deputy to the Chancellor
Charles Cook, Vice Chancellor, Instruction
Irene Porcarello, Vice Chancellor, Student Success
Jose Villarreal, Vice Chancellor, College Advancement & Performance
Margaret Ford, President, Northeast College
William Harmon, President, Central College
Butch Herod for Zachary Hodges, President, Northwest College
Marsal Stoll, President, Coleman College
Carole Keeney Harrington, Interim Associate Vice Chancellor, Communications
Remmele Young, Executive Director, Government Relations
Miles LeBlanc, General Counsel
OTHERS PRESENT
Jarvis Hollingsworth, System Counsel, Bracewell & Giuliani
Catherine Campbell, Yaffe/Deutser
Other administrators, citizens, and representatives of the news media
CALL TO ORDER
Mrs. Flores called the meeting to order at 1:58 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.
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Marketing Committee – May 18, 2006 – Page 2
APPROVE MARKETING/BRANDING CAMPAIGN
Carole Keeney informed the Marketing Committee that Yaffe/Duester was present to
provide the ideas requested from the last meeting.
Catherine Campbell with Yaffe/Duetser noted that several options were presented to the
Board based on the feedback received from the last meeting, which were included in the
book forwarded to the Board. The options were narrowed to three to complete testing of
students, faculty and community. The three tested were (1) Own Your Tomorrow
(2) Achieve Success, and (3) Succeed. She apprised that a number of people were
surveyed and “Own Your Tomorrow” resonated as the highest among the three tag lines
surveyed; and she noted that it was the most selected among high students; the choice
was split fifty-fifty with faculty and the community between “Own Your Tomorrow” and
“Achieve Your Success”. Yaffe/Duetser recommends “Own Your Tomorrow” as the
best tag line in order to help elevate the brand based on the results from the testing.
Catherine stated that it is imperative to focus on HCC’s accomplishments such as having
the highest job placement and most international students than other community college.
She also mentioned that focus should also be on the current students and graduates'
success.
Committee discussion of the marketing/branding campaign:
Mrs. Flores requested to review the visuals. Ms. Campbell mentioned that the visuals
were included in the information forwarded to the Board.
Mrs. Flores requested a sample of the radio ads. Ms. Campbell stated that they would
provide the ad samples.
Mrs. Flores stated that we need to look at how the connections were made to the general
public made and in her opinion, the radio spots were rather dry because she did not see
anything that popped out at her that would cause students to say “I want to go to HCC”.
Mr. Schechter asked how is “Own Your Tomorrow” translated in Spanish and how does
it come across in the Spanish speaking community. Ms. Campbell noted that this issue
was addressed under execution since there are numerous ways to translate. She also
noted that there was some feed back from the community but would welcome the feed
back from the Board. Ms. Campbell conducted an overview of the information included
in the board packages forwarded to the Board.
The information included the (1) various brand samples and (2) general market
executions.
Mr. Schechter asked if there will be a focus group with the Hispanic students. Ms.
Campbell stated that the focus group has not been completed but mentioned that feedback
would be welcomed as to whether it is worth it. Mrs. Flores stated that the comment was
not worthwhile because it would absolutely be worth it. Mr. Davila stated that the
Hispanic market should have been a part of the original test prior to presenting to the
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Marketing Committee – May 18, 2006 – Page 3
Board just as the English sector. Mrs. Flores noted that the Board voiced the same issue
several months ago, and she has concern as to who was tested since the results do not
seem to be inclusive. She further stated that it is very frustrating because of the number
of times the information has been requested especially since this is the College’s
branding which does not include everyone.
Mrs. Guzman asked if the College’s communication department is interacting with
Yaffe/Deutser as it relates to the branding. Carole Keeney asked the Board to
recommend a couple students who have succeeded and attended HCC. The Committee
recommended that Ms. Porcarello should be able to identify some students. Ms. Keeney
presented branding ideas that were developed in-house by the Communications
department. She noted that approximately ten students would be featured in the ads. The
most resonated idea was “Soar to Success”.
Mr. Davila stated that he likes the slogan but may need more color. The Committee
asked that Communications provide two samples for the Board to review. Mr. Davila
asked Communications to identify the marketing strategy. Ms. Keeney informed that the
concentration is on the brand; however, the brand must focus on the students.
Mr. Davila asked how much would be saved if the marketing/branding campaign
remained in-house. Ms. Keeney stated that HCC does have the expertise in-house. Mr.
Austin noted that there were individuals in the Communications department who handled
all the graphics and programs. The Committee asked what needs to be done to bring the
marketing in-house.
The Board asked Communications to provide a plan. Ms. Porcarello noted that there is an
overview of the organization structure which is being reviewed at this time.
Mr. Davila asked for an analysis of savings if the marketing efforts are completed inhouse. Ms. Porcarello noted that as it relates to the Communication/marketing areas
approximately $500,000 or more could possible be saved; the other is that approximately
$300,000 is expended on contract services for HCC/TV because there is no staff person.
Mrs. Guzman noted that in-house ad agencies have been successful in other colleges and
there is capacity at the colleges since the Campus Coordinators have been added. She
also mentioned that we should be utilizing radio and television interns. Ms. Porcarello
mentioned that they are not centralized at this moment but centralization of different
public relations offices throughout the College has been discussed. She mentioned that
there has been discussion with Northwest and Southwest Colleges about providing
internship opportunities to HCC/TV.
Mrs. Guzman recommended deferring the marketing/branding campaign for further inhouse research and analysis.
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Marketing Committee – May 18, 2006 – Page 4
Mr. Schechter noted that he is concerned with meeting the timeline goals. Ms. Keeney
stated that radio ads are in place and ads have been placed in the Houston Chronicle and
Houston Press.
Ms. Keeney mentioned that a couple of 30 minute television shows are being produced
on HCC/TV called “Si Se Puede” and “What’s Hot”.
Mr. Davila stated that the What’s Hot is a good marketing effort and recommended
completing the filming at some of the high schools which will allow for the students to
see the filming capabilities of HCC/TV. Mrs. Guzman recommended receiving sponsors
to participate in some of the filming.
Mrs. Flores noted that Distance Education is included in the advertising efforts.
Ms. Keeney noted that the College is not using any real branding Dr. Leslie apprised that
he has advised Communications to precede with the “Success” tag until the branding
concept is in place.
Mr. Schechter noted that the focus group choice was “Own Your Tomorrow” but it has
not been focused on the Hispanic market.
Mrs. Guzman recommended that the “Soar to Success” is tested to see the response from
the Community.
Mr. Davila requested a plan (whether in-house or external) that compares the two and an
analysis on the savings if marketing is done in-house.
Mrs. Flores commended the Communications team. She also noted that the cost is
imperative and requested a status on the RFP that was discussed at the last meeting. Ms.
Keeney provided the RFP for the marketing survey. The Committee asked if the survey
could be completed in-house. Dr. Leslie noted that Yaffe/Deutser recommended the
value survey; however, HCC does not have the capabilities and that it could be costly.
He recommended that the College proceed with the RFQ. He is also discussing with
Richard Murray on completing a study as well.
Mr. Schechter asked if the time frame permits for the Values Study Survey. Ms. Keeney
noted that HCC Communications is proceeding with completing the tasks within the
timeline even if the branding is not completed. Dr. Leslie mentioned that the
administration is working to provide more funds for the marketing efforts.
Mrs. Flores recommended to have a sample provided by the Board meeting scheduled for
June 1, 2006 with a focus on the branding. Schechter requested a summary of the focus
group with race, age, etc. Dr. Leslie stated that Administration will work to provide
information; however, if the information is not available in time a special marketing
committee meeting may have to be called.
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Marketing Committee – May 18, 2006 – Page 5
PRESENTATION OF DEMOGRAPHIC DATA
Kelly Stevens was scheduled to be present the information but she was unable to attend.
Committee recommended that the item is deferred to the next marketing meeting.
The meeting adjourned at 3:01 p.m.