Marketing planfinal.docx

Marketing planfinal.docx

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Marketingplanfinal

BBCCMarketingPlan

May2006

I.EXECUTIVESUMMARY

BigBendCommunityCollege’sMissionStatementidentifiestheresponsibilitytodeterminestudentneedsandsetprioritiesfortheuseofcollegeresourcestoachievetheoutcomesidentifiedintheAcademicMasterPlan（AMP）.Asstatedinthemissionstatement,theinstitutionworkswithitspartnerstoprovideavarietyofeducationalopportunities,including:

∙Coursesandtrainingforuniversityandcollegetransfer

∙Occupationalandtechnicalprograms

∙Basicsillsanddevelopmentaleducation

∙Pre-employmentandcustomizedtrainingforlocalbusinessandindustry

∙Supportservicesforstudents

In2002,theTrusteesadoptedaversionofJohnCarver’sPolicyGovernanceastheiroperationsmodelconsistentwiththemissionofthecommunityandtechnicalcollegesasestablishedinthecommunityandtechnicalcollege’senablinglegislation.ThroughPolicyGovernance,theBoardofTrusteeshasdefined“EndsStatements”whichhavebecomethefocalpointsfortheCollege’sAMP.TheAMPEndsStatementE-2.4MarketingPlanidentifiestheimportanceofanalyzingandimproving“itsvariousapproachestoinformingtheresidentsofthecollegedistrictabouttheresourcesandopportunitiesrepresentedbyBigBendCommunityCollege.”ThisEndsStatementdirectstheneedtodevelopacomprehensivemarketingplanwhichincludesdevelopingannualmarketinggoalsandobjectivesaswellasidentifiesmarketingstrategiesandtoolsneededtoshareinformationaboutcollegeresources.

Theneedtomarkettheinstitution’seducationalopportunities,resourcesandserviceshasbecomemorepressingasthecollegehasexperiencedareductioninitsenrollmentduringthepastseveralquarters.Becauseenrollmentislinkeddirectlytofunding,themajorchallengeistoincreaseenrollments.Marketinghasbeenidentifiedasamethodforincreasingstudentenrollmentthroughtargetingunderservedpopulations,improvingtheimageoftheinstitution,andtoincreaseawarenessthroughouttheservicedistrictofthetrainingprogramsandeducationalopportunitiesavailableatBBCC.

II.

ANALYSIS

Foundedin1962BBCCservesaruralserviceareaof4,600squaremileswithapopulationof92,000peoplelivinginruralareasandin13smallcommunitieswithMosesLakebeingthelargestcommunitywithapopulationofapproximately16,000.

A.EnvironmentalAnalysis

1.TheMarketingEnvironment

a.Competitiveforcesincludethedrawoffouryearinstitutionsincludingstateandprivatecolleges.Studentsareenticedbyprogramsofferedatprivatetradeschoolswherespecificcertificationsaremoreattractivethandegreesandbythelargercommunityandtechnicalcollegesthatsurroundourservicedistrict.CommunitycollegesinsomeofthelargercitiesinEasternWashingtonseemmoreattractivetostudentsespeciallythosefromtheoutlyingsmallercommunities.StudentsfromthesecommunitiesaredrawnbysocialopportunitiesincitieslikeTriCities,Yakima,SpokaneandWenatchee.

b.Economicforcesincludeanagriculturallydominatedcommunitythatisprimarilyruralwithcommunitiesseparatedbygreatdistanceswithapopulationchallengedbyincomeslowerthanthestateaverage,andwheresocial,economicandeducationalisolationisaconcern.Manyofthestudentscommutedistancesof40andsometimes70milesonewaytoattendschoolandtherisingfuelpricesdiscouragesattendanceatpostsecondaryeducationalinstitutions.Inaddition,tuitionpricescontinuetoincreaseandareoutdistancingfinancialaidre-imbursement.Thecollegeiscurrentlyexperiencinglowerenrollmentwhichmaybeattributedtoanimprovedeconomyandtheneedforsomestudentstoworktoprovidefinancialsupportfortheirfamilies.

c.Politicalforcesincludecompetitionwithotherstateandfederalagenciesforlimitedtaxdollars.Thestatefundingmodeltiesrevenuedirectlytoenrollmentandatthesametimethatsupportfromstatedollarsisinjeopardy,federalfundsareshrinking.

d.Legalandregulatoryforcescontinuetogovernassessmentandaccountability.Theinstitution’sneedtomeetinstitutionalandprogramaccreditationstandardscontinuestobeanitemthatrequiresmuchattentionandeffort.

∙TheCollegeislimitedtofirstandsecondyear（100and200level）courseofferings

∙ICRClimitsacademictransfercourseofferingsanddistributions

e.Technologicalforcesincludetheneedtomeettechnologyimprovementsinequipmentandsoftwaretoenhancecollegeoperationsandtheneedtokeeptheequipmentandinstructionupdatedinprofessional/technicalprograms.Theinstitutionsconnectivitytobroadbandaccesscontinuestobeanadvantagetotheinstitutionandthecommunitytohelppromotetrainingopportunities.

f.Socioculturalforces.Intwoofthecountiesthecollegeserves,theHispanicpopulationis36.5%ofthepopulation.