(The word “publications” is replaced with “media” in the second paragraph below)
Summary of Work Group Findings for the Integrated District Marketing Plan
The following three paragraphs were prepared by Marketing Professor Marilyn Goodman as a
Plan summary for possible inclusion in the forthcoming Accreditation Mid-Term Report.
City College of San Francisco’s integrated marketing plan will develop a coherent and
consistent image and message for the college. By successfully integrating communications, we
will produce more targeted and effective media and material for media, enhance our
reputation and awareness, and differentiate ourselves in the marketplace. These efforts will
not only attract and retain new students, but also enhance and support the efforts of divisional
marketing programs across all campuses. The primary goal of the integrated marketing plan is
to establish an internal foundation for the City College brand, its creative execution, and the
capability to deliver the brand promise. This includes building consensus around the identity
and its messaging components, and developing the marketing processes, tools and resources
needed to create effective and synergistic campaigns.
Short-term efforts will focus on increasing enrollment in profitable student segments with the
highest increased enrollment rate from 2004 – 2009. They include, international (2%), out-ofstate (58%), and high school (21%). Campaigns targeting these segments will continue to tap
into “best practices” from past advertising initiatives and tactics. International recruitment will
advertise in local, ethnic newspapers, radio and TV, the Web and emerging technologies, as
well as actively recruit abroad. Additionally, it partners online and in print with vendors such
as Study in USA, Hobson, Peterson’s, and others. Moreover, recruitment at local fairs and
sponsored events will help generate community awareness.
Recruitment of out-of-state students will continue implementing the Next Step Magazine
advertisements and a Featured College Package at nextstepmag.com. Direct mail follow-up will
be sent to all qualified leads. High School outreach marketing program plans on aggressively
implementing an informational program to local high schools generating awareness of the 35
comprehensive program services offered at CCSF. Parent outreach campaigns, and initial
steps toward integrating technology media (Facebook, Skype, virtual tours, etc.), will assist
with communication efforts to high school students. All short-term efforts will reinforce our
message of quality programs, knowledgeable instructors, convenient locations, career
exploration, transferable credits, and lifelong learning.