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To attract quality students and vital resources, the College must enhance its reputation and visibility by effectively marketing its strengths and distinctions.
General Comments
With the addition of a Director of Marketing in 1999, Goal Team #4 developed a more comprehensive marketing plan.� Portions of the plan were funded by the College through its normal budgeting process. Others parts were funded by a special action of the Board of Trustees.
Initiative 1: Develop a National Marketing Plan to Reach New and Existing Constituencies. The Plan Should Include: (a) Positioning Randolph-Macon as a National Liberal Arts College, (b) Developing an Enhanced Message of Academic Excellence, (c) Stressing Our Richmond/Washington Location and (d) Emphasizing Our "Peaks of Excellence."
Activities
|
ID |
Activity |
Implementation |
Metric |
Status |
|
4.10 |
Hire Marketing Firm |
P, DV, DA, PR |
Hire firm.� |
Completed in 1999. |
|
4.11 |
Survey Campaign |
|
|
Discontinued in 1999. |
|
4.12 |
Special Packaging Programs |
DA, R |
Complete feasibility study. |
Completed in 1999.� Program discontinued. |
|
4.13 |
Improve Web Presence |
WC |
Hire Webmaster.
Develop web plan.
Develop website. |
Completed in 1999.
Completed in 1999.� Revised in 2002.
Completed in 2000.� Revised in 2002. |
|
4.14 |
Summer Host Programs |
SPC |
Money generated; amount to be established. |
A decision was made not to pursue this option aggressively. |
|
4.15 |
Refocus Media Relations |
P |
Develop marketing structure & strategy. |
Completed in 1999. |
|
4.16 |
Target Cities |
DV, PR |
Develop & implement target cities plan. |
Targets identified in integrated marketing plan.� Activities held during '00-2001 in Richmond, Baltimore, Philadelphia, New Jersey, and Tidewater.� Completed. |
Marketing Plan
|
4.17 |
Establish a Focused Market Position and Brand |
P, DV, PR |
Develop R-MC brand. |
Completed in '00-2001 with help of David Martin. |
|
4.18 |
Develop tagline, logo, etc. |
PR |
|
Completed in '00-2001 with BD&E design firm. |
|
4.19 |
Redesign departmental brochures |
DA, PR |
|
In progress as of 8/01 finalizing, producing admissions, and development�� materials.� Academic departments in progress.� Completed in the summer of 2002. |
|
4.20 |
Media plan |
DV, PR |
|
Specially funded by the Board '00-2001. |
| |
--Create materials for media |
PR |
|
Funds were allocated but not available for spending in '00-2001.� Ads� were not created. |
| |
--Make strategic media buys |
PR |
|
Funds were allocated but not available for spending in '00-2001.� Smaller amount approved for '01-2002.� |
| |
--National Image in the Richmond Area |
P, DV, PR |
|
Funds were allocated but not available for spending in '00-2001.� Smaller amount approved for '01-2002.� |
| |
--Influence national college guidebooks |
P, DV, PR |
|
Funds were allocated but not available for spending in '00-2001.� |
| |
--Add a full-time Project Manager |
PR |
|
Completed in September 2000. |
| |
--Create hometown Press Releases |
PR |
|
Communications specialist hired to implement.� Completed in September of 2000. |
|
4.21 |
Improve Admissions through more effective Marketing |
DA, PR |
Increase percentage of students from top 40% of their class. |
New materials coming in '01-2002:� video, view book, brochures.� Outcomes pending. |
|
4.22 |
Improve Internal Communications |
PR |
HR to evaluate effect of new programs. |
Created intranet, newsletter, Community Roundtables, Summerfest. |
|
4.23 |
Secure $1,000,000 in scholarship endowment |
DV |
|
Completed in 2001.� |
|
4.24 |
Consumer Baseline Survey |
PR |
|
Completed baseline survey internally in January of 2002; follow-up perception survey funded '02-2003. |
|
4.31 |
Additional Admissions Advertising |
DA, PR |
|
Completed |
Comments
&4.12: DA has decided that current activities are sufficient, given small number of prospective students interested in the opportunities in the current program.� Any substantial new programs should come from curriculum process.
4.13:� New website was launched in 2000.� In '01-2002, it will be refined making allowances for new tagline, loco, etc.� A replacement Webmaster will be hired in Fall 2001.
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ABBREVIATIONS
AO - Alumni Office
CAB - Cabinet
CC - Career Counseling
CLC - College Life Committee
CoF - Committee on the Faculty
DA - Dean of Admissions
DC - Provost
DS - Dean of Students
DSL - Director of Student Life
DV - Vice President for Development
FDC - Faculty Development Committee
I - Internship Director
ITS - Information and Technology Services
OIE - Office of International Education
OUR - Office of Undergraduate Research
P - President
PBC - Planning and Budget Committee
PP - Director of Physical Plant
PR - Public Relations/Marketing
R - Registrar
RC - Retention Coordinator
SPC - Strategic Planning Committee
T - Treasurer
WC - Chair of the Web Committee