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Date: October 2005
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 2006-07 50
Action Item(s):
Secure long-term funding for marketing efforts VP & DIR PR & MKT 2006 25
Analyze SPIF funding results to determine long-term VP & DIR PR & MKT 2005- 50
annual budget needs 2006
Assess and coordinate departmental budgets to PRMC 2004 100
reflect branding messages, goals and integrated
marketing plan.
Assess priorities, recommendations from PRMC Staff assisted by PRMC Oct 2003 100
Prepare a proposal applying for funding from the DIR PR & MKT Oct. 100
Strategic Plan Implementation budget to support 2003
priorities.
Prepare recommendation for branding implementation DIR PR & MKT, PRMC, March 100
budget. Callahan Creek 2004
Secure funding for branding implementation. VP, PRMC, DIR PR & MKT 2004 100
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Date: October 2005
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 100
the “Western Advantage.” & Ongoing
Marketing
Action Item(s):
Continue reviewing target audiences to ensure targeted DIR PR & MKT, PRMC Ongoing Ongoing
messages are reaching appropriate audiences
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
100
Identify departments/offices who are the primary DIR PR & MKT, PRMC May 2004
“communicators” with each main audience. 100
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Date: October 2005
Objective Person(s) Responsible Date Due Progress
Action Item(s) Level
(%
Complete)
B. Convey to all audiences effective messages, stressing DIR PR & MKT, PRMC 2005 80
mission, character, commitment to diversity, successful
programs, and services.
Action Item(s):
Implement quality messages in all publications as PRMC 2006 80
publications are re-printed on campus
Examine alternative media options to meet objectives. DIR PR & MKT, PRMC 2005 100
Create message and theme standards to convey a DIR PR & MKT, PRMC 2004 100
consistent image across all communications and audiences. Ongoing
Convey message guidelines to campus in Graphic DIR PR & MKT, PRMC 2004 100
Standards Manual Ongoing
Roll out the “new brand” and messaging to internal DIR PR & MKT, PRMC April 2004 100
audiences.
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Date: October 2005
C. Coordinate, analyze, and monitor market effectiveness, DIR PR & MKT, PRMC 2006 60
internally and externally.
Action Items(s)
Measure changes in perception, impact of branding. DIR PR & MKT, 2005-06 50
Determine desired outcomes. DIR PR & MKT, PRMC 2004 100
Determine methods of monitoring and measuring DIR PR & MKT, Nov 2003 100
effectiveness.
Establish base-line perception measures. DIR PR & MKT, 2004 100
D. Communicate the Western image through appropriate DIR PR & MKT, PRMC 2006 75
approved media
Action Items(s):
Work with individual departments to implement the new DIR PR & MKT, PRMC 2006 90
brand within all their existing communication.
Increase non-paid media stories with focus on strategic DIR PR & MKT, PRMC 2007 50
messages in local media.
Increase strategic non-paid media placements in the KC DIR PR & MKT, PRMC 2007 10
market.
Work with Callahan Creek to create Western’s enhanced DIR PR & MKT, PRMC December 100
image. 2003
Determine appropriate advertising vehicles to implement DIR PR & MKT, PRMC March 2004 100
image campaign.
Create a two-year plan to implement the new image in KC. DIR PR & MKT, PRMC 2004 100
Create a two-year plan to implement the new image in the DIR PR & MKT, PRMC 2004 100
local region.
Review Year one implementation and create plan for year DIR PR & MKT, PRMC 2004-2005 100
two implementation
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Date: October 2005
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 & 2006 75
advantage of strong academic programs. Marketing
Action Item(s):
Seek stories and outcomes from academic departments PRMC—Director of PR & 2006 75
regarding opportunities for students to succeed at Western. Marketing
Work with academic departments in marketing programs to PRMC—Director of PR & 2006 75
prospective students/majors Marketing
Work with AAEMC to market academic programs to PRMC—Director of PR & 2004-05 100
prospective students. Marketing Ongoing
B. Market the opportunities for students at Western to PRMC—Director of PR & 2006 60
participate in applied learning, including internship Marketing
experiences, student-faculty research projects, and leadership
development.
Action Item(s):
Work with the Applied Learning & Student Development PRMC—Director of PR & 2006 50
Implementation Team to market applied learning opportunities Marketing
Seek stories and outcomes from academic departments PRMC—Director of PR & 2006 60
regarding applied learning experiences for students. Marketing
Work with academic departments in marketing applied PRMC—Director of PR & 2006 75
learning programs to prospective students/majors Marketing
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Date: October 2005
Objective Person(s) Responsible Date Due Progress
Action Item Level
(%
Complete)
C. Market student-life opportunities to enrich students’ DIR PR & MKT, PRMC, 2006 75
intellectual, cultural, and social development as members of Applied Learning &
society. Student Development
Action Items(s)
Include these priorities in marketing materials to students. PRMC—Director of PR & 2006 75
Marketing
Work with academic units, student development and DIR PR & MKT, PRMC, 2005 100
admissions to establish marketing priorities. Applied Learning & Student
Development
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