san diego/imperial regional workforce program main themes...

SanDiego/ImperialRegionalWorkforceProgramMarketingCommitteeFeedback+NextSteps10/30/17 MainThemesDiscussed:

• Goal-SettingforRegionalSWP--*not*alignedwithVisionforSuccess(20%enrollmentgrowthby2022).Instead,theoverallinitiativewillbemeasuredagainstthefollowing:

o Increased%ofexitingstudentsemployedinprogramfieldsofstudyo Reductionofequitygapso Reductionofregionalachievementgapso 1%annualincreaseinCEenrollmentacrossallschoolsintheregion

• CommitteeacknowledgesconfusionmayexistinthedefinitionofCEprogramstoconsumers/prospects,directsCiviliantofocusonhttp://myworkforceconnection.org/cc-programs/forpriorityCEprograms

o Tinasharedbackgrounddocumentsofpreviousprogramcomparisons/alignmentsbyorganization.Civiliantoreviewandfollowupdirectlywithfurtherquestions.

• ValidityofdataiscriticalforcredibilityamongSWPstakeholderso TeamdiscussedtheChancellor’sOfficeresource,theCCCScorecard,andtherelevance

ofitsdataforcompetitivecomparisonso Methodologyforscorecardcanbefoundat

http://scorecard.cccco.edu/scorecarddocumentation.aspxo Teampointedoutthatspecificprogramenrollmentsandcostsamongregionalcolleges

arenotaccurate–Civilianrespondedthatinordertoruncompetitiveanalysisonquantitativefactorssuchasenrollment,cost/value,andsalaryoutcomes,weneedacomparativetoolsuchastheScorecard.

o CiviliantocollaboratewithTinaandJackfurthertouncovermoreaccuratefiguresfromadditionalsourcessuchastheSDBusinessJournal’sBookofLists(e.g.)

o TeamalsodiscussedtheuseofNiche.com’srankingdata,criteria/methodologycanbefoundhere:https://about.niche.com/methodology/best-colleges/

• TheCCsmissionandcomplementaryrelationshipwithpublic4-yearinstitutionswasdiscussedo ThemissionoftheCCsisto:

1.Getpeoplejobs2.Providetransfersto4-years3.Re-trainadultsforothercareeropportunities.

o Thiscampaignwillfocusspecificallyonjobs(1and3)andhowCEswillgetstudentsthere.ManyCEstudentsgainingfoundationaltechnicalskills(IT,socialmedia,accounting,computer)andthenaregettinggoodmid-leveljobs—and,thesestoriesneedtobetold.

o Civilianwasdirectednottoviewpublic4-yearsascompetitorsinmarketshare,butcomplementarypartnerswhichreceivesignificantstudentvolumeassteppingstonesfromCCs

o Thatsaid,teamrecognizedthatmarketingtocurrentstudentsthatobtainanAssociate’sDegreeorCertificatefromaCCmaybemorebeneficialtothatstudentthanatransferto4-year–especiallyinimpactedprogramareas.

• ThecurrentreportfeaturessporadicCChighlightsasdeterminedbythescorecarddatasourceo TeamurgedCiviliantoaddCCcoveragewithinthecompetitiveanalysistohaveatrue

understandingofeachschool’sprogramsandupcomingefforts(toimpactthemarketingplan)

o CiviliantocollaboratewithPIOs–ledbyJackandAnne–tobetterunderstandthelandscapeofpriorityprogramareasforeachCC.CiviliantosendJack/Annea‘needslist’ofquestions/requestsbyprogramarea,andtheywillcoordinateresponsesfromeachCC.

• Thecurrentreportfocusesonsupply–whatcurrentundergradsintheregionarestudyingo TeamencouragedCiviliantolinksupplywithdemand,andensureprogramareafocus

recommendationsaredrivenbyworkforceprioritieso TinasharedworkforceanalysisconductedaspartofinitialSWPrecommendations.

Civiliantoreviewandprovidefollow-upquestions.o Additionally,CiviliantoprovideanalysiswhichincludesSDContinuingEducationand

ImperialValleyrepresentation• Teamagreedthatamulti-tiermessagingstrategywillbeappropriateforthemarketingplan

o Brand-levelpositioningmessageforCCsasaviableoption(not‘less-than’)+program-specificmessageswiththestrongestCEgrowthpotential

o Intentto“redefinesuccessbasedonstudentgoals”–whilethismaybetangiblydeliveredwithintheSWPgoalsoutlinedearlier,itservesasapoignantreminder/inspirationformarketingmessages

TacticalNotes:

• EnsureweareconsistentinarticulatingthattheCEprogramsprovidefoundational,technicalskillsformid-leveljobs

• TeamdiscussedfallofAdultEducationratesdueto1)cuttingofK-12AEprogramsand2)AEprogramsbeingcancelledbymanycolleges

o Thisrepresentsa*substantial*openmarketopportunityforCE• ProgramswithinPsychologymayrepresenthigh-volumeundergraduatestudy,butaresoheavily

tiedtotransferstudentsthatweshouldnotmakethemafocuswithinourCEmarketingplan.• CivilianaddedSDICCCASWPplan,MyWorkforceConnectionlinkandCentersofExcellencelink

totheCECommonsreferencearea• Teamdiscussedthepowerofstorytellingwithinmarketingasameansofcreatingemotional

connectionwithconsumers• TeamdiscussedtheneedtoensureCCcapacityalignswithmarketingmessagepriorities–and

thatisproperlycommunicatedtoworkforcepartnersaswello Asanexample,workforcecurrentlypitchesprogramswhichareimpactedatCCs

• Teampointedoutthatwithinsomeprogramareas,CCswithstrongorgrowingprogramswereomittedfromthereport

o Biotech–Miramar,MiraCosta(BachelorsinBioManufacturing)o Family&ConsumerSciences–Palomaro Mechanic–Palomar,Cuyamaca,MiraCosta

KeyOutcomes/NextSteps:

• 11/2-Civiliantoshareprogram‘needslist’withJack/AnneforPIOinput

• 11/3-MarketingCommitteetoprovideanyadditionalfeedbacktoCompetitivereportonCECommons

• 11/8(TBC)-Civiliantocreatematrixfeaturingpriorityprograms,undergradsupply,workforcedemandandSDICCCAcapacity(methodologyTBD–willcollaboratewithTina)

• 11/9(TBC)-CiviliantoconnectwithTinaonCoEdatarelatedtocompetitive+consumeranalysis• 11/14-Civiliantoshareupdatedreport• 11/161:00pm-Civiliantohost1hourdebrief/reviewofupdatedreportviaphone