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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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Image
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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Image
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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