The Office of Institutional Advancement encompasses public relations, marketing, and the Butte College Foundation. The Butte College Foundation is a 501 (c)3 non profit organization that exists to help benefit the mission of Butte College. Founded in 1992, the Foundation has a volunteer board of directors who are committed to helping Butte College in its mission to serve all students. The Foundation distributes over 600 scholarships a year and was found to outperform other Foundations based on its size and staff. The Foundation also works to fundraise for Butte College programs and services such as the Promise Program. The Advancement Office also manages public relations, marketing, and advertising on behalf of the college, with the goal of increasing branding and enrollment.
The Office of Institutional Advancement area has administrative unit outcomes shown below for enrollment marketing and public relations objectives. Institutional Advancement assists the college in advertising, branding, marketing and meeting enrollment management objectives.
Assessment Mechanism: The primary assessment mechanism is to work closely with the Enrollment Management Committee to develop advertising and digital marketing strategies and campaigns to generate enrollment. Each Enrollment Management Campaign is evaluated for ROI and success.
Analysis of Results: A report after each campaign is analyzed to determine what activities were successful. With district funds, we produce postcards twice a year to all residents in Butte and Glenn Counties. TV, print ads, and digital marketing campaigns with PPC ads along with advertising on You Tube, Facebook, and other top social media sites. The enrollment management committee has been supportive of increasing digital marketing and see this as an area of focus. The enrollment management committee has provided financial resources for an annual search engine marketing campaign and the results were very positive, generating thousands of hits to our website and increasing applications to CCCApply.
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: A media report is produced bi annually.
Analysis of Results: During the last year, the college had tracked over 1,500 positive 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 99 percent.
The Office of Institutional Advancement includes the operations of the 501c3 non profit Foundation with day to day oversight of the Foundation, 100 endowments, donations, 600 student scholarships, 150 department accounts, and two large events per year. The Foundation has a volunteer board of directors.
1. The college leadership has the planning processes, data resources and collaborative mechanisms to effectively align institutional effort to accomplish the mission, support student learning, and implement strategic initiatives.
- Assessment Mechanisms: Scholarship Distribution
- Assessment Cycle: Ongoing. The Foundation distributes scholarships to 600 students annually.
- Analysis of Results. In a recent survey of similar Foundations in California, it found that Butte College Foundation provided 600 students scholarships. In 2013/14, the Foundation awarded 156 student scholarships and in 2014/15, a total of 252 student scholarships were awarded, an increase of 62%. The Foundation also distributed over $400,000 in scholarships.
2. The college and its programs have the support, collaborative mechanisms, and structures to obtain and successfully manage external resources that support innovation and student success (e.g. grants, gifts, bequests, donations, etc.)
- Assessment Mechanism: Amounts received through grants totaled $28,000, we have increased the number of scholarships offered by 62 percent, and increased donations. Additionally, the Foundation manages 150 agency/department accounts totaling $519,343 annually.
- Assessment Cycle: Ongoing.
Results:
Currently, the Foundation manages 100 endowments, $4.3 million, up from $2.1 million in 2012.
Development of two Enrollment Marketing Campaigns with Search Engine Marketing
This funding paid for two campaigns: winter/spring and summer/fall. Each campaign is evaluated and a report is produced to document and show the return on investment for each campaign. This also funded an annual search engine marketing campaign. We can track the number of students who apply to CCC Apply, calls to the call center, and hits to webpages. All of our campaigns have been successful and we have worked to include social media and digital advertising to our campaigns, including You Tube, Facebook, Twitter, and more.
Foundation Development Officer
The Foundation requested funding for a full time Foundation Development Officer Position. It was approved and the position started June 4, 2018. The District used $50,000 from the Promise Innovation Grant to help offset costs with this position as the person is to fundraise for the Promise Program.
The Office of Institutional Advancement's unit plan serves as its annual program review.
The Institutional Advancement Office supports the college with public relations, marketing, and advertising campaigns to brand and increase enrollment. The Foundation is also a part of Institutional Advancement and works to support the college through fundraising efforts and services such as scholarships for students.
Strategy 1 - Enhanced Advertising Campaign with Search Engine Marketing and Social Media
Butte College needs to continue to invest in advertising, search engine marketing, in an on going effort for branding, and enrollment management.
The funds will create two enhanced advertising and digital marketing campaigns with TV spots, digital social media, and a year long 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 conduct monthly tracking in an effort to evaluateeffectiveness and results. We can also identify detailed information such as calls received, number of direct applications to CCC Apply, web analytics on Butte.edu pages, etc.
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 over 3 percent, that amounts to a loss of $1.8 million to the college.
Strategy 2 - Hire Admin Secretary, Grants
The Office of Institutional Advancement is led by the Director of Institutional Advancement and is in need of administrative support for the area. Together with PROD, there is a need for the College's Grants Manager to have a .50 admin position to assist with grant projects and proposals. Together, we are requesting a 1.0 full time Admin Secty, Grants which would be split between both Institutional Advancement and Grants areas.
The Director of Institutional Advancement and Grants Manager have a dire need for administrative support. There is no administrative staff for the Institutional Advancement Office or College's Grants Office. Having a shared Admin Secty, Grants position saves resources and provides support that is needed to be more successful.
Strategy 3 - Fund Development Officer
The Butte College Foundation is requesting ongoing funding for a full time permanent Development Officer of salary and benefits in the amount of This Development Officer position would be responsible for fundraising for the Butte College Promise Program.
The Butte College Foundation Board and Board of Trustees have agreed this position is needed. A full time new hire started June 4, 2018. Rationale was based on survey information from the Foundation for California Community Colleges where we learned the Butte College Foundation is extremely lean and efficient at serving students with scholarships despite a small staff and limited resources. However, the study recommended that the Foundation must hire development staff to raise funds for the college.
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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 | $200,000.00 | $0.00 |
| Enhanced Advertising Campaign with Search Engine Marketing, Digital Marketing Social Media | This proposal funds two campaigns annually with TV, print, digital advertising, including a year long search engine marketing campaign that gives Butte College a presence on major search engines such as Google, Yahoo, and Bing. This campaign includes two semesters of advertising and digital marketing on YouTube and other paid social media such as Facebook. The college needs a dedicated budget for search engine marketing to develop an online presence on Google, Yahoo and Bing, along with You Tube. Our office will be monitoring and evaluating the success of our campaigns and making changes as needed to be even more successful. |
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| 2 | Foundation Development Officer | Personnel | 22000 | $0.00 | $73,400.00 | |
| Institutional Advancement- Foundation | Half of this full time position was approved by the Butte College Foundation, Butte College President, and Butte College Trustees over a year ago. The on going District funded, full time position was approved in last year's unit plan, but utilized Innovation Promise Grant funds at 50 percent. The grant ends Dec. 30. It is necessary to fund the remaining 50 percent of the full time position as ongoing funding. |
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| 3 | Institutional Advancement | Personnel | 110001101671000 | 55820 | $0.00 | $40,795.00 |
| Administrative Secretary, Grants | The Office of Institutional Advancement along with the Grants Office under Planning, Research and Organizational Development are requesting a split 50/50 full time administrative support staff person to provide administrative support for the IA Office and 50 percent support to the Grants Office. The admin position will provide administrative support for the Institutional Advancement Office which includes billing, Datatel, purchase orders, customer service, creating PR and Marketing budgets, as well as providing Grant support for the Grants Manager under PROD. |
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