P resident Pappalardo appointed a college-wide Marketing Team on March 5, 1999. The 11-person team, over the course of the next 15 months, designed and reviewed market research, solicited and reviewed marketing suggestions from the college community, established marketing evaluation indicators, and prepared the FY2001-FY2002 Marketing Plan. The plan called for six “Priority Marketing Initiatives,” with marketing implementation teams for each. The plan was approved by Dr. Pappalardo June 14, 2000 and endorsed by the Board of Trustees.

On January 17, 2001, the Planning, Marketing, and Assessment area briefed the Board of Trustees on the status of implementation of the marketing plan. Some of what was shared is presented here, grouped under the six initiatives. Chairs of the implementation teams for each initiative are identified.

   1. Implement “The Better Freshman Year” campaign targeted at county school students, parents, teachers, and counselors (chairs: Michelle Amos and Kris DeWitt).

   Rationale: The college provides a better learning experience for many making the transition to higher education. Students enrolling directly from high school tend to be full-time and generate more FTE per headcount. The college’s recent market share has been below that of the mid 1990s. The number of high school seniors is projected to increase over the next three years. The market is well-defined and accessible.

   Status: In an effort to influence fall 2000 enrollment, The Better Freshman Year campaign was launched prior to completion of the marketing plan. A new campaign graphic based on focus group research was applied consistently throughout the campaign, in newspaper ads, high school athletic and music publications, and imprinted promotional giveaway items. A new four-color viewbook was introduced. The college sponsored after-prom parties at two county high schools. The college also participated in events at selected elementary and middle schools. Enrollment from county high schools increased over 15 percent in fall 2000. Building on this success is the goal of the newly formed Better Freshman Year marketing implementation team.

   2. Promote credit and noncredit Information Technology Training courses and programs for both career entry and job skill upgrading and certification (chair: Karen Merkle).

   Rationale: National, state, and regional occupational demand forecasts all confirm the great and continuing need for trained information technology workers. The college has invested in state-of-the-market technology for instruction and has one of the lowest students-to-computer ratios in the state, making the technology readily available to students. The college has signed an agreement with I/Tech to provide training for IT industry certifications.

   Status: This initiative was assigned to the IT Product Group on December 11, 2000. Vince Leisey was added to the Group. IT marketing has been added to the ongoing agenda of the IT Product Group, which will serve as the Marketing Implementation Team for Initiative 2. The college’s IT offerings are advertised regularly in ComputerUser, the Baltimore Business Journal, The Daily Record, and Chamber of Commerce publications. The college sponsored a Chamber luncheon meeting on Internet strategies for small business. The college advertised in the Maryland Technology Showcase program. Jerry Schubert and Greg Stefanelli staffed a college booth at a Northrop Grumman education fair. A banner ad promoting the college’s IT offerings ran on The Daily Record website. A direct mail campaign supported campus IT open houses.

   3. Promote County Business Development contract and open-enrollment training (chair: Kathy Menasche).

   Rationale: Supporting economic development and serving the needs of the local business community are paramount missions of the college. The college has demonstrated experience in providing workforce development through customized contract training and open enrollment courses.

   Status: A new graphic and wordmark was introduced to promote a consistent image for Business Training and Services. A standard design grid was introduced for print ads and flyers. The college advertises regularly in the Baltimore Business Journal and Chamber of Commerce publications. The college was a major sponsor of the Carroll Chamber’s annual golf tournament. The Office of Publications and Communications Design has worked closely with Continuing Education and Training to upgrade marketing materials targeted at business.

   4. Implement a Municipality Outreach program (chair: Helen Jones).

   Rationale: Carroll County residents have deep affinity for their towns. A lack of extension locations has limited the college’s presence outside of Westminster. Enrollment from other municipalities has been lower than that from Westminster.

   Status: Advertising space in municipal phone directories has been expanded. The college participates in Best Wishes, an ongoing community welcoming service. The Today newsletter has been distributed in town halls, libraries, and retail locations in each township. The Speakers Bureau provides free speakers to community groups. The implementation team will consider college participation in selected community events.

   5. Design and implement an E-marketing strategy (chair: Bryan Costin).

   Rationale: The e-commerce revolution is underway and customers will expect personalized service, self-service opportunities, and the ability to interact across multiple channels (in-person, phone, email, web) with a unified organization for all transactions. Existing and emerging higher education providers are adopting e-commerce business models. It will be difficult to win back customers lost to superior service providers.

   Status: A web technology retreat was held October 5, 2000. Recommendations were made for instruction, student services, e-commerce, and marketing. The “Better Web Committee” was formed to refine Web II prior to its January 19, 2001 launch, and to guide development of the third-generation website for the college. Interactive web registration and bill payment is under development. The team will also consider email marketing campaigns and banner ad placements.

   6. Design and implement a college-wide Graphic Identity Program (chair: Vince Leisey).

   Rationale: In an increasingly competitive and saturated market, an eye-catching and consistently applied graphic brand identity can provide differentiation and competitive advantage. Competitors are employing top-flight marketing agencies and products. Focus groups, particularly with younger students and new residents of the county, suggest a more sophisticated visual identity and logo are needed. The college’s current logo did not fare well in direct comparisons with peers.

   Status: A project plan for this initiative was shared with the Board of Trustees on January 17, 2001. The team first met on February 20, 2001.

In addition to these six priority initiatives identified by the Marketing Plan, the college is active in other marketing areas. Comprehensive needs assessments have been completed for the health care and information technology industries. Justifications for new nursing and allied health programs, and a new building to support them, have been prepared. Learning communities are being explored for possible expansion. A television, radio, and print campaign to attract adult learners was implemented. Winter and summer session materials were directed to students enrolled at four-year colleges and universities.

An annual credit class schedule was introduced, to assist students with their academic planning. The college catalog was enhanced through new content, reorganized layout, and a four-color cover. Admissions print materials were re-designed and upgraded. Continuing education course schedules were re-designed, integrating targeted publications with the comprehensive non-credit course schedule. A “tip-on” coupon promoting both credit and noncredit offerings was included in Bell Atlantic Yellow Pages directory distribution. Through a trade-out partnership, a full-page, four-color inside cover ad was secured in the Westminster/Carroll County Yellow Book.

The college always welcomes suggestions for improving its communication with the community it serves. Send your ideas to cclagett@carroll.cc.md.us or share them with the marketing implementation team chairs (listed above) or any member of the Planning, Marketing, and Assessment area. Thanks for helping us share the wonderful things happening at Carroll Community College!

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