M E M O R A N D U M
DATE:
August 28, 2000
TO:
TESC Community
FROM:
Thomas L. (Les) Purce
RE:
COMMUNICATIONS & MARKETING AT EVERGREEN
In order to recruit students and employees, raise funds, and obtain support for our programs,
Evergreen must be successful at communicating the unique nature of our college. To help us
successfully describe our college, I am convening a communication and marketing group. The
Communication and Marketing Group will coordinate efforts to tell the Evergreen story to
prospective students, parents, high school leaders, regional employers, business leaders, alumni,
community residents, community leaders, legislators and legislative staff, donors, and
foundations. The group will prompt research regarding the effectiveness of present efforts to
communicate our message and look to the Strategic Plan, Student Recruitment Plan, and the Reaccreditation Self-Study for direction on important externally focused goals. Immediate work of
the group includes overseeing improvements to our Web sites, monitoring recruitment plans,
identifying the uses of our logo, and examining how well we are being served by our positioning
statement. The long-term objective is to develop a common set of positive messages that
accurately reflect our mission and who we are as a public university.
I have asked Art Costantino, Vice President for Student Affairs, to coordinate and direct the
work of this team. Frank McGovern, Vice President for College Advancement, will play a key
role as a member of this committee and in collaboration with Art. Others who will be asked to a
member of the group will be the Dean of Enrollment Services, a senior member of the
Admissions staff, the Director of College Relations, the Director of Institutional Research and
Planning, the Assistant to the President for Governmental Relations, the Dean of Part-Time
Studies, a representative from the Tacoma campus, two faculty members (representing
undergraduate and graduate), and the Administrative Secretary for Student Affairs. This group
will be encouraged to consult broadly with other campus members who have special expertise in
these areas. The team will meet on a regular basis, provide updates on its work to the Enrollment
Coordinating Committee, and report regularly to the Senior Staff. As agreements about new
directions or agreements about the implementation of externally focused goals are reached, they
will be summarized in writing and these documents will constitute an evolving action plan.
ltrs/marketing group charge8-00