Image & Advancement

2nd Annual Progress Report

Image Enhancement

1. Prepare a long-range marketing plan

2. Communicate the Western Advantage to existing and new audiences

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

Campaign Implementation

To accomplish these goals we created a new image campaign to communicate quality – Discover Gold. Completed the brand development, creative look and

implementation strategy in January. Implemented the brand internally in March with

events, promotional materials, & contests.

Goal 1: Prepare a long-range marketing plan

Establish an institutional committee Ongoing work with brand development and creation

of strategies to communicate Western’s quality outcomes.

Establish an annual budget Callahan Creek provided guidance in this and with

implementation strategies. SPIF funding will give ability to test and project long-

term budgeting needs for campus.

Goal 2: Communicate the Western Advantage

Identify target audiences Focused on high school age students, influencers of this

group, alumni & community leaders for the campaign. Coordinate, analyze and monitor market

effectiveness Finished baseline research with prospective students,

business leaders. Determined internal benchmarks related to admissions and alumni giving

Goal 2: Communicate the Western Advantage Create effective messages

Using Discover Gold to communicate key quality messages regarding

• Applied learning• Outcomes• Academic excellence• Opportunities to engage students

Goal 2: Communicate the Western Advantage Communicate

Western’s image Focus on

photography, up close & personal

Testimonial driven High energy Focus on core

messages and look

Goal 3: Market Western as a college that sets the standard in student development & community leadership

Market opportunities for students at Western to take advantage of strong academic programs

Market opportunities for students to participate in applied learning opportunities

Market student life opportunities

Goal 3: Market Western as a college that sets the standard in student development & community leadership All three goals reinforce key messages. Working with Enrollment Management group on how to

market all of these to prospective students & their parents.

Working with student development to market campus experience, especially campus living.

Working with applied learning to promote those opportunities.

All are important in building our reputation and recruiting students.

Institutional Advancement

1. Create a development plan to meet the Foundation and Alumni short-term and long-term goals

2. Generate increased financial support through partnerships

Goal 1: Create a plan for Foundation & Alumni

Create a two-year plan for the Foundation. Completed

• Explored funding approaches for Fulkerson Center• Reviewed the current scholarship program• Developed a process for special events

In progress• Clarify relationships of the College, Alumni Association and

Foundation• Construct & open Fulkerson Center• Develop a plan for Planned/Deferred gifts

Goal 1: Create a plan for Foundation & Alumni Create a two-year plan for the Alumni

Association Completed

• Develop a plan that establishes links to strategic plan• Review alumni publications

In progress• Develop an updated alumni directory• Establish communication between alumni office and other

campus departments• Expand alumni involvement in Homecoming• Develop an Alumni Association board orientation

Goal 1: Create a plan for Foundation & Alumni

Develop a two-year plan to enhance community relationships & partnerships Explore present relationships and identify areas of

improvement Develop a process for improving relationships Develop a process for identifying key individuals in

new relationships.

Goal 2: Generate increased financial support and investment through partnerships

Work cooperatively with grants office Develop a prospect and donor research

program Develop a process for identifying potential donors Develop a process for educating & cultivating donors Develop a process for donor solicitation

Goal 2: Generate increased financial support and investment through partnerships

Improve relations with area financial planners Explore present relationships and identify areas for

improvement Develop a process for improving relationships Develop a process for identifying key individuals and

developing relationships