Is it time for
an Academic Senate…
makeover?
Mark Wade Lieu
Georgie Monahan
Jane Patton
Michelle Pilati
ASCCC Fall 2008
WHY?
• Other groups sponsored
discussions
• Changes in our colleges
• Changes in Academic Senate
• Our relationships have expanded
• ASCCC began in 1969. . .
Fashion Changes
PLANS
• ASCCC discussions (Futures
committee & Exec)
• Your input
• Consultant-facilitated visioning
session
PLANS
• Work with advertising consultant
• Work with our designer
• Make changes
ELEMENTS INCLUDE. . .
• Tag phrase (“elevator phrase”)
• Logo; “corporate” signature (look &
identity)
• Website
• Colors
• Standards manual
• Other?
OUR MISSION
The Academic Senate for California Community
Colleges fosters the effective participation by
community college faculty in all statewide and local
academic and professional matters; develops,
promotes, and acts upon policies responding to
statewide concerns; and serves as the official voice
of the faculty of California Community Colleges in
academic and professional matters. The Academic
Senate strengthens and supports the local senates
of all California community colleges.
CONSIDERATIONS
• Audiences
– Internal (e.g. faculty, administrators,
System Office)
– External (e.g. public, CSU/UC, legislature)
• Should we aim to go green?
• Others?
DISCUSSION
1 How do you see the ASCCC? Who are we?
2 How do others see the ASCCC? (internal & external
groups)
3 What do we communicate well about who we are?
4 What might we improve upon? Where are
opportunities for improvement?
5 What message should be conveyed simply in a tag
phrase? What’s our core yet easily-understood
message? (our “brand”)
6 Discuss ideas for website; logo; others.
WHO ARE WE?
• 10 + 1
• And. . .
"The teacher in an institution of higher learning is an officer of the
corporation. . . and not an employee or hired person in the
usual sense.
To misconceive the basic nature and role of the college or
university faculty member threatens the whole concept and
function of the higher learning. . . .
The college or university is fundamentally different from
business, military or governmental organizations.”
Principles & Values for College & University Administrators, by Pulias & Wilbur, 1984
“This point is extremely complex and very difficult to make clear, yet on its
acceptance may hang the welfare and perhaps even the survival of
institutions of higher learning.
...the individual faculty member is a self respecting officer of the
organization who after proper evaluation by senior members of the
community becomes a permanent part of the organization.”
Principles & Values for College & University Administrators, by Pulias &
Wilbur, 1984
A Brand for California
Community Colleges?
• Research (Neiman & Gould) says people like:
– CCCs overall
– CCCs as a solution
– Universal access & opportunity
• Research:
– We’re defensive; project “can’t do” attitude
– We’re not united around common purpose
• Public does not see us as a system (and we are not one)
• Issue: autonomous districts/colleges (ergo resistance to being
part of system).
– Benefits to conveying a system image (Prop 92; legislation)
SAMPLE TAG LINES. . .
• CCC’s are an ideal solution that provides access,
opportunity & upward mobility
• CCC’s: affordable, flexible.
• CCC: how you move up in the world (then under it
you can add local messages)
• CCC: the opportunity of a lifetime. (then under it
you can add local messages)
• CCC: we’re going to take you higher.
• “Start here go anywhere” is used at Alan Hancock
DISCUSSION
1 What is our niche as CCCs? How are we
unique?(Researchers’ advice: don’t compare to
universities)
2 What might be a universal, over-arching “brand” for
CCCs that local districts can adapt & use? What
should the CCC message be? (advice: focus on
transfer & CTE)
3 Would colleges be willing to adopt a state “brand”
and have a local and compatible one? (What are
barriers?)
The beginning. . .