The Advancement Office manages the marketing, advertising, and public relations activities for the college. The office works to maintain and increase enrollment, improve retention, and promote the college's programs, faculty, students, and alumni. The department also works to manage the college's brand and promote the college in the community.
The Office of Institutional Advancement area has administrative unit outcomes shown below for enrollment and public relations objectives. Institutional Advancement assists the college to advertise, market and promote students attending Butte College to meet enrollment management objectives and support student success and retention.
- Assessment Mechanism: The primary assessment mechanism is working closely with the Enrollment Management Committee to develop advertising and marketing campaigns to generate enrollment.
- Assessment Cycle: Regular meetings with the Enrollment Management Committee to keep them apprised of the campaigns and results.
- Analysis of Results: This indicator is monitored closely by the Enrollment Management Committee on a regular basis. During the last few years the college went from an a period of having more students than it could financially support to recruiting students to meet challenging enrollment targets. The college cut $100,000 from the PR and marketing budget several years ago. With district funding we are able to distribute postcards to all residents in Butte and Glenn Counties, TV, print, and radio advertising and a search engine marketing campaign. The enrollment management committee has been supportive of a search engine marketing campaign and social media campaign. The committee also wanted our office to increase its presence on YouTube. The enrollment management committee committed resources for a search engine marketing campaign and the results were very positive, generating over 200,000 hits to our website, 68online applications, and 450 calls.
2. The public sees Butte College as a highly effective institution that is focused on its mission and is seen as a key resource for the community.
- Assessment Mechanism: The college tracks the percentage of positive local media clips and gross impressions that are positive. Our office also produces an annual report to the community.
- Assessment Cycle: This occurs monthly as part of the media report that goes to the Board.
- Analysis of Results: During 2015-2016, the college had tracked over 1,300 media clips. These are evaluated to determine the percentage that are positive and this information is reported monthly to the Board. These monthly positive rates are always in excess of 98%.
Enhanced advertising campaigns, search engine, social media
Butte College Institutional Advancement used the augmentation of $150,000 to develop one of the best TV advertising campaigns it has ever produced, totaling $85,000. However, we did not see an increase in enrollment. The search engine marketing campaign that was implemented has been very successful and we have been tracking its effectiveness. We have tracked over 200,000 hits to the Butte College website and 68 students have applied to CCC Apply via the search engine marketing campaign to date. The remainder of the funds will be used to promote Summer Session and develop a summer/fall campaign.
The Office of Institutional Advancement assists PROD with key Administrative Unit Outcomes. The Director of Institutional Advancement works closely with the VP of PROD to establish goals and standards for student enrollment marketing objectives.
"The college leadership, faculty, and staff have the planning processes, data resources, and collaborative mechanisms to effectively align institutional effort to accomplish the mission, support student learning, implement the strategic initiatives/strategic direction, and support continuous quality improvement."
The Office of Institutional Advancement also works closely with the Enrollment Management Committee to increase enrollment through marketing and advertising. Our advertising and marketing campaigns are reviewed. Based on feedback from the committee, we implemented a new social media advertising campaign and also a search engine marketing campaign. The Enrollment Management Committee meets monthly to assess enrollment and discuss new initiatives.
The Director of Institutional Advancement works closely with the VP of PROD and Enrollment Management Committee to establish advertising campaigns to increase student enrollment which ultimately helps increase the course success rates for degree and certificate programs. Since 2013, the Advancement Office has worked to develop strategic advertising and marketing campaigns to reach targeted markets in an effort to attract more students.
The Office of Institutional Advancement supports the implementation of the college's Strategic Direction. Areas of particular alignment include:
1.a.2. Collaborating with K-12 to set appropriate student expectations, align curriculum, and prepare students for college success. STATUS: The Office of Institutional Advancement manages several key events targeted to K-12 students to support their transition to college.
2.a.3. Providing effective electronically mediated communication (e.g. website, social media, marketing materials, wi-fi access). STATUS: The Office of Institutional Advancement manages marketing, advertising, and branding activities for the college. We have effectively launched campaigns on the college website, social media and develop marketing materials such as the “Annual Report to the Community.”
The Office of Institutional Advancement's unit plan serves as its annual program review.
The Office of Institutional Advancement supports enrollment initiatives for the college. The department works on the following goals/initiatives:
1). Manage advertising and marketing campaigns and materials to assist with enrollment management.
2). Produces a minimum of two advertising campaigns annually with postcards, TV and print ads as budget allows.
3). Manage a search engine marketing campaign
4) Develop the college’s social media efforts and utilize social media in more effective ways.
5) Assist with a website redesign effort
Strategy 1 - Enhanced Advertising Campaign with Search Engine Marketing and Social Media
An enhanced advertising campaign with a search engine marketing campaign and social media will help our declining enrollment of 300 FTE.
A reduction in our enrollment of 300 FTE amounts to a loss of $1.8 million. This proposal funds an enhanced advertising campaign with TV spots and print media and includes a search engine marketing campaign that gives Butte College a presence on major search engines such as Google, Yahoo, and Bing. This campaign also includes two semesters of advertising and paid social media posts on Facebook, Our office will receive a monthly tracking report to evaluate its effectiveness and results. An ongoing, annual search engine marketing campaign is needed to ensure a presence on major search engines such as Google, Yahoo, and Bing. Our office would receive a monthly tracking report which will provide detailed information such as how many calls were received and it will record calls, how many applied to CCC Apply, how many clicked on the Butte.edu page, and how many emailed the college.
Provides resources to integrate an ongoing presence for Butte College on Facebook and YouTube, two of the largest social media applications among our targeted demographic, 18-54 years old.
The college must do all it can to increase enrollment and retain its current students. With enrollment down by 300 FTE, that amounts to a loss of $1.8 million to the college.
Strategy 2 - Upgrade Career Brochure
This strategy includes the following components:
Upgrade the college's career brochure formally funded by Perkins Grant. Staff is available to update all career programs in the program brochure which is printed and posted electronically.
Cost to print: $30,000
This strategy directly supports communication efforts and student success. The recruiter uses this communication piece when visiting local high schools and attending local events.
Strategy 3 - 50th Anniversary Celebration
Butte College will be celebrating its 50th Anniversary from August 2017-May 2018. A 50th Anniversary Committee has been created and is comprised of all constituency groups on campus. The first meeting has been held and a budget of $100,000 is being requested to develop the following: posters, bus back signs, banners, mini banners on campus and centers, billboard, Tshirts and giveaways, free community barbecue, music, webpages, Roadrunner Dash 5k/10k, photography, cakes and cupcakes, keynote speakers, tailgate and homecoming celebrations, alumni and networking events, logo, letterhead, and more. The budget for Butte College's 40th Anniversary Celebration was $75,000. For the 50th Anniversary we are requesting $100,000.
The budget for Butte College's 40th Anniversary Celebration was $75,000. For the 50th Anniversary celebration year long activities we are requesting $100,000. The committee is meeting twice this month to discuss the activities that we would like to implement.
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| Original Priority | Program, Unit, Area | Resource Type | Account Number | Object Code | One Time Augment | Ongoing Augment |
| Description | Supporting Rationale | Potential Alternative Funding Sources | Prioritization Criteria | |||
| 1 | Institutional Advancement Office | Operating Expenses | 110001101671000 | 55820 | $150,000.00 | $0.00 |
| Enhanced Advertising Campaign with Search Engine Marketing and Social Media | A reduction in our enrollment of 300 FTE amounts to a loss of $1.8 million. This proposal funds an enhanced advertising campaign with TV spots and print media and includes a search engine marketing campaign that gives Butte College a presence on major search engines such as Google, Yahoo, and Bing. This campaign also includes two semesters of advertising and paid social media posts on Facebook, Our office will receive a monthly tracking report to evaluate its effectiveness and results. |
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| 2 | Institutional Advancement | Operating Expenses | 110001101671000 | 55820 | $100,000.00 | $0.00 |
| 50th Anniversary Celebration | Butte College will be celebrating its 50th Anniversary from August 2017-May 2018. A 50th Anniversary Committee has been created and is comprised of all constituency groups on campus. The first meeting has been held and a budget of $100,000 is being requested to develop the following: posters, bus back signs, banners, mini banners on campus and centers, billboard, Tshirts and giveaways, free community barbecue, music, webpages, Roadrunner Dash 5k/10k, photography, cakes and cupcakes, keynote speakers, tailgate and homecoming celebrations, alumni and networking events, logo, letterhead, and more. The budget for Butte College's 40th Anniversary Celebration was $75,000.We are requesting a total of $100,000 for the 50th Anniversary campaign throughout the year. |
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| 3 | Institutional Advancement | Operating Expenses | 110001101671000 | 55820 | $30,000.00 | $0.00 |
| Career Brochure | Update the career brochure previously produced and make it available for recruiters and also online |
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