Objective by sz0ii0

VIEWS: 23 PAGES: 5

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                                              Date: December 2003


Goal One: Prepare a long-range marketing plan for Western.

Objective                                                          Person(s) Responsible    Date Due   Progress
     Action Item                                                                                       Level
                                                                                                       (%
                                                                                                       Complete)
A. Establish an institutional committee for marketing and          DIR. PR & MKT & PRMC     June       100
promotion.                                                                                  2002
     PR& Marketing Committee has been established and             PRMC                     Ongoing
        continues to work on developing & implementing the
        Integrated Marketing Plan for the college.
     Increase communication and collaboration on marketing and    PRMC                     Ongoing
        public relations initiatives across campus.
B. Establish an annual budget for marketing and promotion.         VP & DIR. PR & MKT       2005       25
    Action Item(s):
             Assess priorities, recommendations from PRMC         Staff assisted by PRMC   Oct 2003   100
             Prepare a proposal applying for funding from the                              Oct.       100
               Strategic Plan Implementation budget to support                              2003
               priorities.
             Prepare recommendation for branding implementation   DIR PR & MKT, PRMC,      March      50
               budget.                                             Callahan Creek           2004
             Assess and coordinate departmental budgets to        PRMC                     2004       25
               reflect branding messages, goals and integrated
               marketing plan.
             Secure funding for branding implementation.          VP, PRMC, DIR PR & MKT   2004




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                                                 Date: December 2003



Goal Two: Communicate the “Western Advantage” to existing and new audiences.

Objective                                                           Person(s) Responsible   Date Due     Progress
     Action Item(s)                                                                                      Level
                                                                                                         (%
                                                                                                         Complete)
A. Identify the target audiences for marketing and promotion of     PRMC—Director of PR     2004         75
the “Western Advantage.”                                            &
                                                                    Marketing
    Action Item(s):
      Work with campus constituencies to establish marketing       PRMC                    Jan 2003
         objectives.                                                                                     100
      Match priorities with appropriate audiences.                 PRMC                    Aug. 2003
                                                                                                         100
      Identify key tactics for each audience.                      DIR PR & MKT, PRMC      May 2004
                                                                                                         25
      Identify departments/offices who are the primary             DIR PR & MKT, PRMC      May 2004
       “communicators” with each main audience.                                                          25
B. Convey to all audiences effective messages, stressing            DIR PR & MKT, PRMC      2005         50
mission, character, commitment to diversity, successful
programs, and services.
   Action Item(s):
     Examine alternative media options to meet objectives.         DIR PR & MKT, PRMC      June 2004    50
     Rollout the “new brand” and messaging to internal             DIR PR & MKT, PRMC      April 2004   50
        audiences.
     Create message and theme standards to convey a                DIR PR & MKT, PRMC      2004         25
        consistent image across all communications and audiences.




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                                                Date: December 2003



C. Coordinate, analyze, and monitor market effectiveness,            DIR PR & MKT, PRMC   2006         50
internally and externally.
    Action Items(s)
       Determine desired outcomes.                                  DIR PR & MKT, PRMC   March 2004   75
       Determine methods of monitoring and measuring                                     Nov 2003     100
         effectiveness.
      Establish base-line perception measures.                                           March 2004   90
      Measure changes in perception, impact of branding.                                 2005-06      10
D. Communicate the Western image through appropriate                 DIR PR & MKT, PRMC   2005         25
approved media
    Action Items(s):
      Work with Callahan Creek to create Western’s enhanced         DIR PR & MKT, PRMC   December     90
        image.                                                                            2003
      Determine appropriate advertising vehicles to implement       DIR PR & MKT, PRMC   March 2004   50
        image campaign.
       Create a two-year plan to implement the “new image” in KC.   DIR PR & MKT, PRMC   2004         25
       Create a two-year plan to implement the new image in the     DIR PR & MKT, PRMC   2004         50
        local region.
       Work with individual departments to implement the “new       DIR PR & MKT, PRMC   Aug. 2004    25
        brand” within all their existing communication.




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                                                   Date: December 2003



Goal Three: Market Western as an institution that sets the standard for excellence in student development and
community leadership.

Objective                                                             Person(s) Responsible        Date Due    Progress
     Action Item                                                                                               Level
                                                                                                               (%
                                                                                                               Complete)
A. Market the opportunities for students at Western to take           PRMC—Director of PR &        2005        25
advantage of strong academic programs.                                Marketing
   Action Item(s):
    Create a sub-committee to work on implementing new brand         DIR PR & MKT, PRMC,          June.
      and other communication strategies for the student audience.    Student sub-committee        2004
    Roll-out new brand in all current student programs.              DIR PR & MKT, PRMC,          Fall 2004
                                                                      Student sub-committee
B. Market the opportunities for students at Western to                PRMC—Director of PR &        2005        25
participate in applied learning, including internship                 Marketing
experiences, student-faculty research projects, and leadership
development.
   Action Item(s):
    Work with academic units, student affairs and admissions to      DIR PR & MKT, PRMC,          2004
       establish marketing priorities.                                Applied Learning & Student
                                                                      Development
      Include these priorities in marketing materials to students.   DIR PR & MKT, PRMC,          2004
                                                                      Applied Learning & Student
                                                                      Development




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                                                   Date: December 2003



Objective                                                             Person(s) Responsible        Date Due   Progress
     Action Item                                                                                              Level
                                                                                                              (%
                                                                                                              Complete)
C. Market student-life opportunities to enrich students’              DIR PR & MKT, PRMC,          2005
intellectual, cultural, and social development as members of          Applied Learning &
society.                                                              Student Development
    Action Items(s)
     Work with academic units, student affairs and admissions to     DIR PR & MKT, PRMC,          2004
       establish marketing priorities.                                Applied Learning & Student
                                                                      Development
      Include these priorities in marketing materials to students.   PRMC—Director of PR &        2004
                                                                      Marketing




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