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College Relations and Communications Office
Strategic Plan 2009–2013
Penn State College of agriCultural SCienCeS
Connect, Collaborate, Communicate
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 1
PennStateCollegeofAgriculturalSciences
CollegeRelationsandCommunicationsOfficeStrategicPlan2009–2013TableofContents PageIntroduction 2CollegeDirective 3StrategicIssuesandDirection 3Mission 6CoreValues 6Vision 7CollegeRelationsandCommunicationsOfficeAreaSummaries 7
CollegeRelationsArea 7OfficeofConferencesandShortCourses 8WebServicesArea 8PublicationsandExhibitsArea 8NewsArea 9SharedServices 10
ProgressMadeinthe2005‐2008PlanningCycle 10CollegeRelationsandCommunicationsOfficeGoalsandStrategies 13AppendixA–CollegeRelationsandCommunicationsOrganizationalChart 30AppendixB–CollegeRelationsResponsibilities 31AppendixC–OfficeofConferencesandShortCourses2008AnnualReport 34
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 2
IntroductionTheCollegeofAgriculturalSciences’CollegeRelationsandCommunicationsOfficeisacomponentofthedean’sofficethatmanagesthecollege’srelationshipsandcommunicationswithexternalclientelegroups.Theofficealsoprovidesadministrativesupportforcollegeanddepartmentaloutreachinitiativesanddevelopsmutuallybeneficialrelationshipswithstakeholdersthatleadtosupportforthecollege.Theofficefocusesonfourprimaryexternalaudiences–futurestudents,alumni,industry,andpublicofficials‐andprovidesadministrativesupportfortheCollegeAlumniSociety,ArmsbyHonorSociety,PennStateAgCouncil,andAgActionNetwork.ThecollegeOfficeofConferencesandShortCoursesworkswithcollegeunitsandfacultytofacilitateandadministerhigh‐qualityoutreachprogramsandwasintegratedintotheCollegeRelationsOfficein2005.TheAgCommunicationsandMarketingUnit,whosefocusistodeliverstrategicinformationtocollegestakeholders,wasaddedtotheCollegeRelationsOfficein2007.Theseofficeshavebeenintegratedinordertobenefitfromthecommonmissionsofenhancingrelationshipswithcollegestakeholders.(SeeAppendixAforCollegeRelationsandCommunicationsoperationalchart)CollegeDirectiveThecurrent(2008–2013)CollegeofAgriculturalSciencesstrategicplancontinuestoemphasizetheimportancetothecollegeofrelationshipsandpartnershipswithstakeholdergroupsaswellastheneedforpubliceducationaroundagricultureliteracy.ItprovidesthefoundationforthestrategicplanfortheCollegeRelationsandCommunicationsOffice.ThecollegestrategicplandirectlychargestheCollegeRelationsandCommunicationsOfficeto:
• Intensifycollegemarketingeffortstoincreaseawarenessofprogramrelevance.• Increasethenumberandqualityofconferencesandshortcoursesoffered.• Increasethequalityandeffectivenessofcollegepublications.• Establishandbuildonexistingpartnershipswithgovernmentagencies.• Expandopportunitiesforcurrentandnewstakeholderstoprovidestrategicadvice.• Improvethedisseminationofresearchresults.• Enhancestakeholderandpubliceducation.• Enhancerecognition,reporting,anddistributionofourprogramming’simpact.
“The mission of Penn State’s College of AgriculturalSciences is to discover, integrate, and disseminateknowledge to enhance the food and agricultural system,natural resource and environmental stewardship, andeconomic and social well‐being, thereby improving thelivesofpeopleinPennsylvania,thenation,andtheworld.”
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 3
Thecollegestrategicplanalsoplacesstrongemphasisonfundingchallengesandwhatitwilltaketokeepthecollegesustainableintothefuture.TheReportoftheWorkingGrouponSustainingandAdvancingCollegeExcellence,March2008,detailsissuesandactionsdeemednecessarytoimplementasustainablemodelforthecollege.Thatreportalsoemphasizestheimportanceofcollegerelationshipswithvariousstakeholdergroupsandtheneedforcontinuedinvestmentinaggressivemarketingandcommunications,andspecificallystates:
• Theeffortthathasbeendevotedtoincreasingstudentrecruitment(e.g.,byincreasingtheattractivenessofourmajors,improvingcurriculum,andstrengtheningrecruitmentactivities)needstobecontinuedandexpandedtoreachnon‐traditionalpopulations.
• Developacommunicationsstrategytocommunicatethevalueofourteaching,researchandextensionprogramstolegislators,keystakeholders,publicofficials,andthepublicatlarge.ThisstrategyshouldbeWeb‐basedatitscorewithprintedmaterialsderivedfromtheWebresources.
• Print‐on‐demandcapabilitiesshouldbeestablishedandtheexpensivestorageofcollegepublicationseliminated.
• Alladvancesinresearch,teachingandextensionshouldgenerateseveralcommunicationsproductsincludingWebmodifications,newsreleases,populararticles,radiospotsandtelevisionprogramming.Webandpublicationseditorsaswellasthecollegecommunicationsandmarketingstaffshouldaggressivelypursuecommunicationsproducts.
• Beatreportersshouldbeestablishedsothatthesecommunicatorscanbecomeknowledgeableabouttechnicalissues.Thecommunicationofresearchresultsandpublicizingtheimpactofresearchshouldbeaccordedgreaterpriorityinfacultyevaluationandrewards.
StrategicIssuesandDirectionNoareaofcommunicationhaschangedmorerapidlythanthatofdigitaltechnologyinsocialinteractionandmedia.Anewvocabulary–Twitter,FaceBook,Google,Delicious,StumbleUpon,Linked‐In,MySpace,YouTube,Blogs,RSS‐definesnotjusthowwegetinformation,buthowwemanageandrespondtoit.Thesetechnologieshavetransformedtheone‐wayinformationflowfromsources,suchasourcollege,intoamultidirectional“Web”ofviralinformationdistributionandeditorialresponses–shiftingfromamonologuetoadialogue.Opportunitiesnowexisttoleverageinformationandreachoutfurtherandfastertonewandexistingaudienceswithmessagesandinformation.Wiseutilizationoftheseconstantlyevolvingtechnologiesandnetworksthatallowinstantaneousconnectionwithpeoplearoundtheworldisanongoingchallengeintermsofstaff,skillandresourceallocation.Alongwithadramaticallychangingtechnologicalenvironment,thecollegeisfacingachangingeconomicandpoliticalenvironment,whereresourcesarescarce,publicfundingisincreasinglycompetitive,andwherethebarhasbeenraisedforprogramstodemonstratetheirrelevance,impact,andjustificationforfunding.Itismoreimperativethaneverthatweensureourunitisrunefficientlyandthatwearecreativeinourmethodstoimplementcost‐savingsstrategies.Weneedtoevaluateeverythingwedoandhowwedoittoensurewearedoingtherightthings,anddoingthingsright.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 4
TheCollegeRelationsandCommunicationsOfficehasfiniteresourcestoaccomplishtheseaggressivecommunicationandmarketinggoalsforourclientsandthecollege,aswellasmanagestakeholderrelationsandeducation.Thecollegeisalarge,complexinstitutionwithextensivecommunicationneedsthatourunitcannotcomprehensivelyaddress.Assuch,we(collectively)mustfocusourresourcesonareasofexcellenceanduniquenessthatwillstrategicallypositionusinthemarketplace.Ourunitmuststrategicallyprioritizeouraudiencesandourproductsinordertomaximizethereturnoninvestmentforthecollegeandourclientsandaccomplishcollegelevelgoals.Althoughourstrategicfocusisoncollegelevelgoals,weunderstandthisisaccomplishedthroughclient‐levelprojects.Wemustensurethehigheststandardsofcustomerservice,ensureaqualityproduct,andbuildsolidrelationshipsbuiltonmutualrespectandakeenawarenessofourclient’sneeds.InorderfortheCollegeRelationsandCommunicationsOfficetoaccomplishthesegoalsinthischangingenvironmentitisincreasingclearthejobofrelationshipbuildingandcommunicationsmustengageallcollegeemployees.Wearepartnersintheprocessandneedtoimproveinternalcommunicationsandfosterbroadcollegeunderstandingofourpurpose,priorities,goals,andstrategiestogarnerinternalsupportandcollaborationinthiseffort.Todoso,theofficewillfocusonfivekeystrategicareas:
1. EnhanceOfficeUseofTechnology
Inanefforttoincreasereach,innovation,efficiency,andrelevancywemuststaycurrent,evaluate,adopt,promote,andsupportappropriateemergingandevolvingtechnologies.Wemust:
• ContinuetoimplementprojectmanagementtechnologiessuchasSharePoint.• Enhanceutilizationoftechnologytomeasureandprovidedatafordecision‐making.• Enhancetheuseofsocialnetworkingandinteractivemediaopportunitiestoremain
relevanttotechnicallysavvyaudiences.• Enableemergingcommunicationchannels.• Addressobstaclestoimplementationofemergingtechnologiessuchastrainingneeds,
fearoftechnology,costs,overhead,skills,etc.
2. IncreaseEfficiencyandImplementCostSavingStrategiesThecollegeisfacingchallengingeconomictimes,anditisimperativeforallunitstobeoutstandingstewardsoftheresourcestheyreceiveandmanagethemforthehighestreturnoninvestment(ROI)forthecollege.Wemust:
• Communicatebudgetchallengesinternally,theneedforalltoinitiatecostsavingstrategies,andtheneedtodomorewithless(worksmarter.)
• RecycleproductsformaximumuseandROI.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 5
• UsedataandfeedbacktoconstantlyevaluateROIandadjustservices,product,anddeliverymethods.
• Evaluatetheimplementationofunitfinancialpoliciestoensurewiseuseofcollegeresources.
• Evaluateopportunitiesforcostrecoverysuchasgrantfundingandfeesforservices.
3. EnhanceROIbyPrioritizationofTargetAudiencesandProducts
Recognizingthatthedemands/expectationsfromourunitconsistentlyexceedresources/abilitytodeliver,wemust:
• Developandcommunicatecriteriaforinvestmentinproductsandservices.• Focusresourcesbasedonstrategicprioritiesofthecollegeandhighestreturnon
investment.• Identifyandprioritizediversetargetaudiencesusingcollegestrategicprioritiesand
desiredoutcomes.• Maximizeutilizationanddistributionofallcommunicationproducts.• Evaluateeffectivenessofproductsandservicesandadjustaccordingly.• Evaluateopportunitiestomorecloselyaligncommunicationbudgetstostrategic
priorities.4. ImproveInternal(UnitandCollege)Communications
Werecognizethatthereismutualbenefitinclearlycommunicatingouroffice’svalue,services,andmethodstothecollegeandfacultytobothgarneranunderstandingof,andsupportfor,ourservicesandproductsandtobenefitfromtheinputandpartnershipwithfacultyandstaffindevelopmentofservicesandkeymessagesandimpacts.Wemust:
UnitCommunications
• Ensureconsistencyincommunicationofoffice’smission,priorities,andservices.• Definerationale,criteria,andpoliciesforstrategicprioritizationofproductsand
services.• Createaclearlydefined“package”ofservices,products,andexpectationstoofferto
clients.• BuildCollegeRelationsandCommunicationsteamattitudeofunderstandingand
cooperationthroughoutunit.
CollegeCommunications• Clearlycommunicatetothecollegeandfacultyofficegoals,policies,criteria,services,
products,expectations,andrationale.• Focuscollege/facultyonstrategicprioritiesforhighestROItothecollege.• Identifykeypointsofcontactineachcollegepriorityareaanddevelopprocessesfor
inputintocontentanddefiningemergingissues.• BuildpartnershipbetweenAgCommunicationsandOutreachtobetterdefineroles,
priorities,andensuringcollegelook,feelandbrandingforExtensionproducts.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 6
5. EnhanceCustomerService
TheCollegeRelationsandCommunicationsOfficeisbothaprofessionalandserviceunitforthecollege.Assuch,itisimportantweearntherespectandconfidenceofourcustomersbyprovidingeffective,qualityproductsandoutstandingandrespectfulservice.Wemust:
• Fosterapositive,“cando”attitudeamongofficestaff.• Ensurecustomersaretreatedwithrespect,recognition,andappreciation.• Ensureconstantandconsistentqualityimprovement.• Ensurestaffunderstandandcanconsistentlyandclearlycommunicateofficepolicies,
criteria,products,andstrategies.• Betterdefineandcommunicateforclientspointsofcontactsforspecificproducts.• Simplifyandstreamlineonlineproduct/servicerequestprocessesandmaketransparent
statusandprojectmanagement(one‐stopshopping)tobetterrespectclient’stime.MissionSimplifiedMission:Connect,Collaborate,CommunicateThemissionoftheCollegeRelationsOfficeistocommunicateandpromotethemission,programs,andimpactsofthePennStateCollegeofAgriculturalSciencesandtodevelopandfostermutuallybeneficialrelationshipsbyprovidingarecognizedlinkagebetweenthecollegeandstakeholders.CoreValuesWearecommitmentto:
• Thecollegeanditsmission.• Theneedsofcollegestakeholdergroups.• Excellenceandprofessionalisminallinteractionsandactivitiesoftheoffice.• Thehigheststandardsofqualityandcustomerservice.• Qualityoutreachprogramsandopportunitiesthatenhancethevisibilityandreputationofthe
college,thedepartments,andthefaculty.• Employees’personalandprofessionalgrowthandaworkenvironmentthatisfriendly,
respectful,andenjoyable.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 7
Vision
TheCollegeRelationsandCommunicationsOfficewillbe:
• Arelevant,effective,innovative,andprofessionalofficethathasearnedtherespectandtrustofitsclients.
• Focusedonthestrategicprioritiesofthecollegeandwillbeintegratedwithintheunitandthecollege.
• Anexternalvoiceofthecollegeandaninternalconnectionpointforcollegestakeholders‐creatinginformed,supportive,andengagedstakeholders.
• Progressive,customerfocused,andcommittedtocontinuousqualityimprovementandprofessionaldevelopment.
• Amodelorganizationforourpeergroups.
CollegeRelationsandCommunicationsOfficeAreaSummaries:CollegeRelationsAreaThecollegerelationsareaservesapublicrelationsrolewithamissiontobuildandmaintainrelationshipswiththreemainexternalaudiences‐‐‐alumni,industry,andlegislators‐‐‐thatleadtosupportforthecollegethatisexpressedinnumerousways.Itisunderstoodthatsustainingthecollegewillbe,inpart,dependentuponsustainingrelationships,and,asarticulatedatarecentcollegeretreat,effective“relationshipstakeplaceovertime,notatapointintime.”Sustainingrelationshipsrequireshavingawell‐definedsystemoforganizing,monitoring,measuring,andmaintainingtheserelationshipswithclearlydefinedobjectives,responsibilities,andaccountabilityalongwithmeasurablebenchmarkstogaugesuccess.CollegealumniareservedthroughtheCollegeofAgriculturalSciencesAlumniSociety,whichhasapproximately8,000members.Theassociationhasafull‐timeexecutivedirectorthatworkswiththeassociation’sboardofdirectorstocreateacomprehensiveworkplantoachievetheassociation’smission.Currentlytheassociationhas10affiliategroupswithinthe12academicunitsinthecollegeandsponsorsnumerouseventsandawardsthroughouttheyear.Legislativeadvocacyisdirectedatpromotingthecollegeanditsmissionwithgovernmentofficialsandagenciesandgainingexpressedsupportofthatmissionthroughadequatefunding.Thiseffortutilizesallexternalaudiencestoreinforcethecollege’smessagetothelegislatures.Thecollegerelationsareaisalsoresponsibleforcollege‐levelindustry/stakeholderrelations.Theserelationshipsarebuiltandmaintainedonanumberoffrontswithanemphasisonenhancingcommunicationsbetweenthecollegeandstakeholdersbyprovidingstakeholderopportunitiesto:
• LearnmoreaboutCollegeofAgriculturalSciencesprograms,activities,andopportunities.• Networkwithcollegeleadership,faculty,andotherindustryleaders.• Providequalityfeedbackoncollegeprogramsandresearch.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 8
• Relaysuggestionsforinnovativewaysinwhichthecollegecancarryoutitsmission.• Conveyindustryneedsandconcerns.• Advocateandbuildexternalsupportforcollegeprograms,researchandfunding.• Interactwithcollegestudentsthroughinternships,co‐ops,CollegeCareerDays,recruitment
services,mentoringprograms,etc.
(SeeAppendixBforafulllistingofCollegeRelationsresponsibilities)OfficeofConferencesandShortCoursesTheOfficeofConferencesandShortCourses(OCSC)isafeeforserviceunitthatassistscollegeunitsandfacultyinfacilitatingandadministeringhighqualityoutreachprogramsforcollegestakeholders.Theofficeprovidesprofessionaladministrative,logistical,instructional,andmarketingsupporttounitsandfacultysponsoringcollegeoutreachprograms;providesclientandspeakermanagementservices;helpsidentifyanddevelopnew,strategicoutreachopportunitiesinthecollege;andusesoutreachprogramstoincreasethevisibilityofandsupportforthecollege.WebServicesAreaTheWebServicesareaprovidesconsultationandWeb‐basedtoolstothecollege,includingWebsitecontentorganizationandmanagementinthecollegecontentmanagementsystem(CMS);architectureandnavigationdevelopment;technicaldesign;compliancewithPennStateWebpolicies,accessibility,andotherstandards‐withanemphasisonon‐linebrandingandmarketinggoals;searchengineoptimization;implementationofemergingtechnologies;policiesandbestpractices;andbenchmarkingusingWebanalyticstools.Thearea’smainWebplatformisthePloneCMS,whichisadynamicopen‐sourceapplicationthathasalargesupportbasethroughoutPennState’scampus.Plone’sfeaturesetisveryrichandiseasilyextensibleforfutureenhancementstomeetthegrowingneedsofWebtechnologies.Thisareaprovidesthetools,training,andsupporttoallownon‐technicalfacultyandstafftomaintaintheirownWebsites.TheCMSempowerscollegeunitsto“own”theirrespectiveWebsites,whichallowstheWebteamtofocusonprovidingenhancementsandnewfunctionality.TheWebServicesareaalsoprovidesvideographyservicesforrecordingofpresentationsandeducationalpieces,whichareconvertedintoFlashformatforeasyWebdeployment.Theareaalsorepresentstheinterestsofthecollegeandservesasaliaisononvariouscommunicationandcollege/Universitycommittees.ThePublicationsandExhibitsAreaThepublicationsandexhibitsareaintegratesprofessional‐levelwriting,editing,photography,anddesigninsupportofcollegestudentrecruitmentandretention,marketing,research,extension,andeducation.Collegeprioritiesfocusonstudentrecruitmentandonstrengtheningtheimageofthecollegethroughhigh‐qualitypublications,exhibits,andevents.ThisareahasbuiltontheUniversity’s“It’sYourTime”
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 9
marketingcampaigntocreateanimprovedpackageofprintandexhibitproducts.Thiseffortisreflectedinthehundredsofproducts,includingbrochures,flyers,postcards,banners,advertisements,andevents,thatallrevolvearoundacommonthemetohelpthecollegedevelopanidentitythatiseasilyrecognizable,whilemaintainingthePennStatebrand.PennStateAgriculturemagazineillustratesthepublicationarea’sintegrationwiththecollegerelations,news,photography,marketing,andWebareaswithinCollegeRelationsandCommunicationsOffice.Themagazineisanimportanttoolwithacirculationofover40,000copiesthatprovidesmanyofourstakeholderswiththelatestinformationandnewsaboutresearch,education,extension,development,andalumni.Thepublicationsareaproduceshundredsofnewandrevisedextensionpublicationsannually.MorethanonemillionpublicationsaredistributedthroughouttheCommonwealtheachyear,andmostcollegepublicationsareavailabletothepubliconthecollege’spublicationsWebsite.Thearea’scontinuedsupportofAgProgressDaysandFarmShoweventsservestoshowcasethecollegetothepublicandprovidesforimportantconnectionswithourstakeholdersthroughexhibitsandpresentationsofcurrentresearch,extensioninformation,andstudentrecruitment.ConceptthroughproductionfortheseeventsrequirescontributionsfromallmediawithinAgCommunications.Introductionof3‐Ddesignandpresentationsoftware,integrationofmarketingconcepts,anduseofreusablestructuresareafewexamplesofadvancementsineventdesignandproduction.NewsAreaThenewsareaperformsmediarelationsforthecollegeincludingdistributionofpressreleases,respondingtomediarequestsforinformation,andarranginginterviewsforcollegefaculty/staffasexpertsourcesasneeded.Theareaproducesarticlesandpublicationsthataredistributedviahardcopyandonlinetoraiseawarenessof,andbuildsupportfor,collegeprograms,withaneyetowardinfluencingpotentialstudents,donors,legislators,fundingagencies,industrystakeholdersandothers.Examplesofthearea’swritingandeditingworkincludenewsreleaseshighlightingthecollege'sresearch,extensionandteachingprograms;PennStateAgriculturemagazine(bi‐annual);thecollege'smonthlynewsletter;ScienceforYourLife,thecollege'sbi‐annualstudentnewsandrecruitingtabloid;andotherspecialcommunicationprojects.Theareaalsowrites,edits,andproducesthePennStateAgSciencesRadioNewsline,aweeklyradionewsfeed.Theareaalsoprovidesextensivecommunicationsandpublicitysupportforthecollege’sAgProgressDaysincludingadvertising,newsreleases,mediainterviews,on‐sitepublicaddressannouncements,andon‐sitemediaassistanceduringtheevent.InsupportofFarmShow,theareaalsocoordinatestheFarmShowRadioCommittee,whichproducesliveandpre‐recordedradiofeedscoveringFarmShowactivitiesutilizedbymorethan80radiostationsinfourstates.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 10
SharedServicesCollegemarketingandbrandmanagementarevalue‐addedservicesofallareasincludedintheCollegeRelationsandCommunicationsOffice.Ascommunicationinitiativesfortargetaudiencesaredeveloped,consistencyofquality,message,andbrandareaddressed–inallmediumsandatalllevels.Photographyisalsoavalue‐addedcomponentofprojects.Ourphotographerisassignedbyourstaffonanasneededbasisandwillworkwithclientstodevelopthemosteffectiveandefficientvisualsolutions.LimitedvideographyservicesareavailabletothecollegetorecordeventsandpresentationsthatcanbedistributedinDVDorviaWebservices.Thesevideosareusedtopromoteourresearchareas,attractnewstudents,and/orforeducationalpurposes.ProgressMadeinthe2005‐2008PlanningCycleSignificantprogresshasbeenmadeinmeetingthegoalsofthe2005–2008CollegeRelationsandCommunicationsOfficestrategicplan.Highlightsofouraccomplishmentsarelistedbelowbyareasofresponsibility:
Progress–AgCommunications• DevelopedandimplementedthecollegeCommunicationsandMarketingStudyGroup
Report,whichinparthasresultedinrisingenrollmentratesforthepastthreeyears,including:o HiredamarketingspecialisthousedintheCollegeRelationsOffice.o EstablishedaCommunicationandMarketingAdvisoryCommittee.o WorkedwithcollegeandUniversitypartners,developedandimplementeda
recruitmentmarketingcampaignthatrepositionsthecollegetoincludeacollegeViewbook,brochures,futurestudentmicrosite,futurestudentvideos,majorsWebpages,majorsone‐pagerprintpieces,exhibits,ads,graphics,newcollegewebsite,highqualityphotos,etc.
• RestructuredtheAgCommunicationsUnitintotheCollegeRelationsOfficetobetteralignwithtargetaudiences.
• ProducedScienceforYourLife,studenttabloid.• Developednewgraduaterecruitmentmaterials.• ProducedhighqualitymarketingpostcardsforConferencesandShortCourses.• DevelopedAgrImpactone‐pagerstodemonstrateimpactsofcollegeprograms.• Developedbioenergyexhibitthathasbeenusedinnumerousvenues,includingAPD,Farm
Show,PittsburghEnergyExpo,USDADCexhibit,andelsewheretoincreasedexposureandrecognitionofthecollegebioenergyprogram.
• DevelopedENRIenvironmentalexhibitthathasbeenusedatFarmShow,APD,AgandEnvironmentConference,CollegeCapitolDay,etc.toincreaseexposureandrecognitionofthecollege’senvironmentalprograms.
• PublishedcollegenewsandinformationsiteonPennStateLiveWebsite.
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• Beganpodcastinginitiativeandrecyclingradionewsfeedsintopodcasts.• Revampedthecollegenewsletter.• Migratedalldigitalimagesintonew,sustainableandrestorablephotoarchive.• Createdprocessforin‐house,highqualityrecruitmentphotography.• ProvidedsupportforcollegeWebinarefforts.
Progress–Web
• RepositionedofficeascentralsourceforWebexpertiseinthecollege.• Formalizeddocumentationofprojectsandtasks.• EnteredWebLion/Plonepartnership.• FormalizedPloneend‐usertraining.• OfferedvideoconversionandpresentationwithFlash.• Workedwithlive.psu.edufornewsreleaselogistics.• ImplementedWebstandards,consistentbranding,andemergingtechnologiesoncollege
Websites.• ImprovedWebcommunicationswithincollegeandisplayingaleadershiproleatthe
Universitylevel.• Launchedand/orredesigned27collegeWebsites.• Providedfocusedvideographyandphotographysupport.• ImplementedCollegeRelationsSharePointcollaborationandprojectmanagementtools.• ImplementednewtechnologiesincludingAdobeFlash,RSSFeeds,onlineprojectintake
forms,LinkChecker,GoogleAnalytics,GooglePageRank,AgSphere,Nagios,Plone,TwitterandEventWebCams.
• IncreasedsearchrankingsofcollegeWebsite.
Progress–StakeholderRelations• ExpandedpartnershipsthroughdiversificationofPennStateAgCouncilmembership
(Examples:ChesapeakeBayFoundation,PaWomeninAg,PaCertifiedOrganic,Bioenergy,FairSharepartnership),newadvocacyaroundRockviewlandpurchase,andpartnershipwithPennStateAlumniAssociationinreachingouttoallalumniinsupportoftheCollegeonbotanicalgardenreceptions.
• DevelopedandimplementedaPennStateAgCouncilformalstakeholderinputprocessintothecollegestrategicplanningprocess,involvingtheUniversityOfficeofPlanningandAssessment.
• ImplementedCollegeCapitolDayinHarrisburgwherecollegestakeholdersvisitall253statelegislativeofficesinsupportofagresearchandextensionfunding.
• Developedimprovedmarketingpiecestocommunicatecollegeprogramsandimpactstostakeholders.
• ImprovedPennStateAgCouncilCollegeResearchTourandchangedthedatetoSeptemberresultinginrecordattendanceandexcellentreviews.
• IncreasedcollegeAlumniSocietyscholarships.• ServedaspointofcontactforAttorneyGeneralofficeonAct38casesandprocessnew
requests,improvingscience‐basedpolicies.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 12
• OrganizedlegislativetoursforCongressmanHolden,SenatorCasey,PresidentialCandidateObama,USDA,andotherlegislativeoffices.
• Organizedfederallegislativeaide’stourinconjunctionwithAPD,whichtakesplaceeveryotheryear.
• ExpandedtheAgActionNetworkandengagedthemintheRockviewlandtransfereffort.• Organizedawineindustryandmushroomindustrysummitwithcollegeleadership.• Organizedindustryandalumnitoattendundergraduatestudenttailgates.• Assistedindevelopmentoftwonewalumniprogramgroups.• Developedandimplementedanalumnicollegeenrollmentinitiativeforstudent
recruitmentandretention.• Achievedsignificantincreasesinstudentparticipationingraduationbrunches.• HostedAgLiveauctionthatbroughtin$17,000towardscollegescholarships.• Creatednewcollegealumniandindustrywebsites.• OrganizedMichiganStatefootballgamealumnibustoMichigan
Progress–ContinuingEducationandOutreach
• RestructuredtheOfficeofConferenceandShortCourses(OCSC)toincreaseefficiencyandprovidehigherqualityservicetoagreaternumberofclientstoreflectthehighqualityofprogramsdeliveredbythecollege.
• Developedandimplementedanew,transparentfeestructuretoincreaserevenues.• Implementedanonlineregistrationsystem,CVENT,whichhasincreasedtheefficiencyand
raisedtheprofessionalismoftheoffice,andcreatedaconsistent,brandedimageforallprogramsofferedbytheCollegeRelationsandCommunicationsOffice.
• IncreasedrevenuestoOCSCandtoclientsbothbyover100%from2007to2008.• IncreasednumberofprogramsofferedbyOCSCby50%.• IncreasednumberofregistrantsofprogramsofferedbyOCSCby50%from2007to2008to
over9000.• Developedhighqualitymarketingpostcardsforcollegeconferencestoimprovequalityand
consistentbrandingoftheofficethatisinlinewiththeoverallcollegemarketingstrategy.• UsedprogramsofferedbytheOCSCtobuildpartnershipsandrelationshipsbetweenthe
college,industry,andgovernmentagencies,includingEPA,DEP,PDA,Sudan,NRCSandtoshowcasecollegeexpertiseinstrategicpriorityareaslikebioenergyandwaterquality.
• PurchasedHarrisSelectorytoincreasemarketingreach.
(SeeAppendixCfortheOfficeofConferencesandShortCourses2008annualreport)
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 13
CollegeRelationsandCommunicationsOfficeGoalsandStrategiesfor2009–2013TheCollegeRelationsandCommunicationsOfficefocusedonthreegoalsinthe2008–2013CollegeofAgriculturalSciencesstrategicplanthatwefeelaremostrelevanttoouroffice.WedevelopedCollegeRelationsandCommunicationsOfficegoalsandstrategiesundereachofthesethreecollegegoals.WethendevelopedarealevelstrategiesandactionitemsundereachofCollegeRelationsandCommunicationsOfficegoalsandstrategies.FollowinginchartformistheCollegeRelationsandCommunicationsOfficegoals,strategies,andactionitemslistedinrelationtothecollegegoalstheyareaddressing.ThisisaworkingdocumentandactionitemsareassignedtospecificareaswithintheCollegeRelationsandCommunicationsOffice.Wewillbemonitoringprogressatalltimesanddocumentingaccomplishments.Assessmentmetricsarelistedattheendofthechartandwillbeadjustedasneeded.
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CollegeRelationsandCommunicationsStrategicPlan2009–201314
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
IncreaseEnrollmentandEnhanceStudentSuccess
Enhanceawarenessofcollegeprogramrelevanceinanefforttoincreaserecruitmentandretentionofahigh‐qualityanddiversepoolofstudents
Enhancecollegemarketingeffortstargetedatfuturestudentstocontinuetorepositionthecollegeandincreaseawarenessofprogramrelevance
Increasetheconsistency,quality,anddistributionofstudentrecruitmentproductsandinitiatives
Assessanddevelopnewrecruitmentmarketingcampaignsandmaterials(includingvideos)andadvisecollegerecruitersonmosteffectiveproductstomarketmajors.Increasenumberofhighqualityrecruitmentimages
PubsWeb
Createsocialnetworkinggroupsforstudentstointeractwiththecollegearoundvariousinitiatives
WebAll
EvaluatedoingrecruitmentadvertisingonGoogle,FaceBook,andYouTubeandothersocialnetworkingopportunities
Web
ProduceScienceforYourLifetabloidandcontinuetoseek/solicitstoriesofinteresttoprospectivestudentsandtheirfamilies.Establishatabloid"blog"sitetopoststories,photosandpotentialmultimediaandinteractivecontent
News
IncluderecruitmentmaterialinOCSCregistrationpackets
OCSC
Workwithundergraduateed(UE)touseCVENTforstudentrecruitmenteventsandtosurveystudentstocollectinfoaboutprospectivestudentsinterests
OCSC
Administerandpromoteyouthconferences
Envirothon,AgintheClassroom,ConservationLeadershipSchool,4‐H,FFAandothers.Promoteyouthconferencestoschooldistrictsandatotheryouthprograms
OCSC
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CollegeRelationsandCommunicationsStrategicPlan2009–201315
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
IncreaseEnrollmentandEnhanceStudentSuccess
Enhanceawarenessofcollegeprogramrelevanceinanefforttoincreaserecruitmentandretentionofahigh‐qualityanddiversepoolofstudents
Enhancecollegemarketingeffortstargetedatfuturestudentstocontinuetorepositionthecollegeandincreaseawarenessofprogramrelevance
AssessandenhancerecruitmenteffortsatFarmShowandAPD
Completestrategicassessmentoncollege/unitsexpectationsanddesiredoutcomesfromcollegeexhibitsatFarmShowandAPDanddevelopcost‐effectivemethodstoaccomplishthem
CRAll
Engagestakeholdergroupsinstudentsupportactivities
Workwithstakeholderstoincreasethenumberofcareerandinternshipopportunitiesforstudents
PartnerwithUEoncareerandinternshipopportunitiesincludingCareerDay,Dean’sTours,industryinvolvement,database,andatemplatetohelpcompaniesdevelopinternships.
CR
WorkwithUEtoprovidestudenttrainingonexpectationsofemployers(behavior,resume,dresscode,interviewskills)perhapsinconjunctionwithcareerday.Useindustrystakeholders
CR
Administerand/orpromoteeventswherealumni,industryandotherstakeholdergroupscaninteractwithstudents
PromoteandfacilitatestakeholderparticipationinCollegeCareerDay,UEtailgates,Alumnitailgate,andstudentmentoringprograms.AddprospectivestudentsandfamiliestoreceptioninvitationlistforDean’stoursreceptions
CR
Promote/facilitatestakeholderinvolvementincollegecontinuingedprograms.Encouragestudentstoparticipateinthenetworkingeventswhenpossible
OCSC
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CollegeRelationsandCommunicationsStrategicPlan2009–201316
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
IncreaseEnrollmentandEnhanceStudentSuccess
Enhanceawarenessofcollegeprogramrelevanceinanefforttoincreaserecruitmentandretentionofahigh‐qualityanddiversepoolofstudents
Engagestakeholdergroupsinstudentsupportactivities
Engagestudentsinconferenceandshortcourseactivities
Buildconferencebudgetstosupportstudentinvolvementwhenpossiblebyprovidinglimitedaccessatreducedornocharge
OCSC
Enhanceeffortstorecruitadiversepoolofcontinuingeducationstudents
Increasethenumber,quality,andrelevanceofconferencesandshortcourses
IncreasetheprofessionalismofOCSCservicesofferedtoenhancetheattendeeexperienceandcontinuetoimprovequalityandstandardsforregistrationmaterialsandprogramdelivery.Collectandprovidefeedbackforevaluationimprovementofprogramdelivery
OCSC
Improvemarketingofprogramsandopportunities
Exploreadditionalmarketinglistsourcesforpurchase.UsefacultycontactstodevelopnewliststhroughindustryanddepartmentlistsUseCVENTsurveytooltocollectdemographicinfotohelptargetgroupsformarketingefforts
OCSC
MarketOCSCprogramsonindustrywebsitesandbroadenWebadvertising.IncludeprogramandregistrationinformationinacademicunitandAPGnewsletters
OCSC
Createacomprehensivetargetedlistforregistrantsoncreditoronlinecoursesthatarerelatedtotheprogramtheyareattending
OCSC
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CollegeRelationsandCommunicationsStrategicPlan2009–201317
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Build/strengthenmutuallybeneficialrelationshipswithkeystakeholdergroups
Identifyandtargetstrategiccollegestakeholdersinordertodevelopmutuallybeneficialrelationships
Buildrelationshipswithnon‐traditionalstakeholdergroupsandprovideopportunitiesforengagement
AssesscurrentPSACmembershipgroupstoidentifygapsandsurveyunitleadersfornamesofnon‐traditionalstakeholdergroupstotargetforPSACmembership
CR
Targetandengageentirealumnipopulation,notjustmembers
CR
Provideanassortmentofopportunities/eventsforstakeholderinteractiontoaddressnon‐traditionalstakeholders
ProvideleadershipandadministrativeservicesandsupporttothePennStateAgCouncil
DevelopSharePointsiteorWikiforboardmembersincludingorientationmaterials,agendas,committees,documents,workplans,etc.toimproveplanningandadministrationofboardmeetings,committeemeetingsandevents
CR
Improvetechnologiesformembershipduesnotices,managingmembershiplist,andmanagingfinances
CR
EnhancePSAConlinecommunicationsandmarketingpiecesandinteractivecommunications
CR
Enhancecontactinformationandtrackingofstakeholderinvolvementwiththecollege
EvaluateandmakerecommendationonpurchaseofCRMsystem.Developproceduresforthecollectionanduseofinformationanddatabasemanagement
CRWebOCSC
Useposteventsurveystocollectmoretargetedinfofromconferenceandeventattendees
OCSCCR
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CollegeRelationsandCommunicationsStrategicPlan2009–201318
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Build/strengthenmutuallybeneficialrelationshipswithkeystakeholdergroups
Enhanceopportunitiesforinteractionsbetweencollegeleadershipandstakeholders
Facilitateandprovideopportunitiesforcollegestake‐holderstoaccessthecollegeandhaveinputintotheplanningandimplementationofcollegeprograms
DevelopandadministeraPSACcollegestrategicplanningcommittee.Administerstakeholderfocusgroupinputsessionsandconductstakeholdersurveystoprovideinputintothecollegeplan
CR
WorkingwiththePSAC,assistwithcreationofadvisorygroupsforunits
Provideforopportunitiesforcollegeleadershiptoupdatestakeholdersoncollegeplanningprocessandimplementation
CR
Planeventswherecollegeleadershipandstakeholderscaninteract
PlanandadministertwoPSACprogramsyearlywithacollegeupdate,acollegeunitleader/PSACluncheonannual
CR
WorkingwithPSACandCAAS,planandadministerDean’sIndustryToursinconjunctionwithAlumnireceptionsforthenewdean
CR
Planandadministercollegeleadership/industrymeetingswithkeystakeholdergroupsincludingFarmBureau,PennAg,PAForestProductsAssoc.andothersasneeded
CR
EncourageDeans’participationincollegeconferenceevents,welcomes,receptions,dinners,etcandencouragecollegefacultyandstaffparticipationonconferenceplanningcommittees
OCSC
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CollegeRelationsandCommunicationsStrategicPlan2009–201319
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Build/strengthenmutuallybeneficialrelationshipswithkeystakeholdergroups
Enhanceopportunitiesforinteractionsbetweencollegeleadershipandstakeholders
Establishandbuildonexistingpartnershipswithgovernmentagencies
PlancollegeleadershipmeetingswithkeystateagenciesincludingDEP,DCNR,andPDAatleastannually.DevelopprocesswithincollegeandadministerAct38caseswithAttorneyGeneral’soffice.Invitegovtagencyfolkstocollegeevents
CR
Evaluatecollegeprogramsforrelevancytogovernmentpriorities.Encouragecollaborationwithlegislativeofficesandgovernmentagencies,inpartthroughhighlevel,strategiccollegeconferences
CROCSC
Serveasliaisonandadvocatebetweenthecollegeandstakeholders
Representthecollegeatstakeholders’meetingsandinteractions
Attendindustrymeetingsandconferences.IncludeinfoonthecollegeandOCSCinwelcomeatcollegeconferences
CROCSC
Engagestakeholdergroupsindevelopmenteffortsforthecollege
Workwithstakeholdergroupstodevelopandimplementdevelopmentopportunities
Incorporatealumnianddevelopmentintothecollegemagazineandnewsletter.IncreasealumnisocietyendowmentsUsemagazinetosolicitalumnimembershipandtopromotehighlevelOCSCconferences
CROCSC
IncludecontactinfoonWebforcompaniesinterestedinresearchinvestmentsorgiving
CR
HoldmonthlymeetingswithdevelopmenttoincludeFootball,Parkingpermits,Alumnireceptions,involvingdonorsincapitoldayandtheagactionnetworkandtoassistwithconnections/visibilitywithstakeholders
CR
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CollegeRelationsandCommunicationsStrategicPlan2009–201320
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Build/strengthenmutuallybeneficialrelationshipswithkeystakeholdergroups
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Build/strengthenmutuallybeneficialrelationshipswithkeystakeholdergroups
MaintainAgActionNetworkdatabaseandincreasemembershipandengagementoftheNetwork.Workwithextension/researchcenterstobuilddatabase.Consideraddingstudents
CR
Enhance,organize,andadministeradvocacygroupsandefforts
ConsiderhostingCapitolDayforstudentswithAgadvocatesandcouncil,Studentorganizations,FarmBureau,andFaculty
CR
Developbudgetcommunicationpiecestocommunicatecollegeneeds,relevancyandimpactstoincludecollegeoverviewpieces,one‐pagersandlegislativenewsletter
CRPubs
HostcollegelegislativeseminarsonrelevanttopicsintheCapitol
CR
Recognizeandthankcollegepartners
Developandadministermethodstorecognizefriendsofthecollege
StrategicallyevaluateandadministercriteriaandinvitationstocollegefootballeventsandAgArenaParkingPermits
CR
PresentPSACandalumniawardsandincreasestatus,criteria,quality,anddiversityofnominationsthroughimprovedprocessesandcommunicationswiththeAU,faculty,extensionandindustry
CR
Submitnominationfor“FriendofPennState”legislativeaward
CR
Informstakeholders,includingthegeneralpublic,toenhanceownership,satisfactionandsupportofcollegeprograms
Enhancequality,relevancy,anddistributionandmeasureeffectivenessofcommunicationinitiativesforalltargetaudiences
Continuetoevaluateandimprovequalityandcreativityofcollegemarketingpieces
Enhanceuseandqualityofonlinecommunicationmethodssuchaswebinars,blogs,podcasts,etc.BuildWeb‐basedphotostoriesforPennStateLiveandcollegesites
WebAll
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CollegeRelationsandCommunicationsStrategicPlan2009–201321
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Informstakeholders,includingthegeneralpublic,toenhanceownership,satisfactionandsupportofcollegeprograms
Enhancequality,relevancy,anddistributionandmeasureeffectivenessofcommunicationinitiativesforalltargetaudiences
Continuetoevaluateandimprovequalityandcreativityofcollegemarketingpieces
SetupannualreviewmeetingswithUniversityMarketingandAdvertisingandUniversityPublicationstoreviewallcollegemarketingpiecesandcampaigns
PubsAll
Improvethecollege’sdisseminationofresearchresults(Reporting)
ExploreWeb‐basedmethodsofdistributingabstractsandresearchpresentations.Streamlinemethodtodocumentpermissiontopublishabstractsandpresentationsfromresearchers/presenters
OCSCWeb
Enhancepublicrecognitionandreportingofcollegeprogramming’simpact(Marketing)
Trackindustrysatisfactionthroughcompanyrepeatparticipationinprograms.Useposteventsurveysandevaluationstodocumentimpacts
OCSC
Plan,administer,andgrowthePSACcollegeresearchtourannually.Solicitresearchtopicstoincludefromunitleaders
CR
Seekinformationandideasfromcentersandinstitutes,unitleaders,andfaculty,aswellasfromextensionprogramleaders,workgroupsandprogramteams.Meetwithnewfacultyoneachbeatastheyarehired
NewsCR
Evaluateanddiversifydistributionofcommunicationandmarketingpiecesforalltargetaudiences
EnhancesearchengineoptimizationoncollegeWebsite.TagWebarticlesforrelevantcontent
WebNews
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CollegeRelationsandCommunicationsStrategicPlan2009–201322
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Informstakeholders,includingthegeneralpublic,toenhanceownership,satisfactionandsupportofcollegeprograms
Enhancequality,relevancy,anddistributionandmeasureeffectivenessofcommunicationinitiativesforalltargetaudiences
Evaluateanddiversifydistributionofcommunicationandmarketingpiecesforalltargetaudiences
Explorethepotentialforsocialnetworkingsites(Facebook,LinkedIn,etc.)tosupportmediarelationsandenhancedirectcommunicationswithprospectivestudents,stakeholdersandothers
WebAll
BuildormaintainpersonalrelationshipswithkeymediaoutletsinPennsylvania.Continuetofinetuneandaddto,mediae‐maillists.Surveymediarecipientstoupdateandensureaccuracyoflists
News
BetterutilizecollegedepartmentsandExtensiontodistributeinfooncollegeprograms
PubsAll
ImplementredesignednewsWebsite,adding"CollegeintheNews"page,photogalleries,etc.ContinuetoworkwithPublicInformationtorefinethepartnership/interfacewithPennStateLive
NewsWeb
Seekwaystoimproveefficiencyinmagazinelistmanagementanddistribution.ExploreredesignofmagazineWebsiteasa"blog"site,whereadditionalphotos,readercommentsandothervalue‐addedmaterialcanbeoffered.
NewsWeb
UsesurveyandWebanalyticstomeasureimpactofourradioefforts.Establishastandingradionewsstudentinternpositiontoassistwithproductionofweeklymaterial
News
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CollegeRelationsandCommunicationsStrategicPlan2009–201323
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Informstakeholders,includingthegeneralpublic,toenhanceownership,satisfactionandsupportofcollegeprograms
Enhancequality,relevancy,anddistributionandmeasureeffectivenessofcommunicationinitiativesforalltargetaudiences
Evaluateanddiversifydistributionofcommunicationandmarketingpiecesforalltargetaudiences
Completetransitionofexhibitsloanpoolforeasycustomeruseandimprovedaccountabilityofmaterials.
Pubs
StrategicallyevaluateallCollegepublicationsandrelevancy
Explorethedesirabilityandvalueofcontinuingcollegenewsletter.Considertheeliminationofthepaperversionasacost‐cuttingmeasure
News
Implementmethodstotrackandmeasureeffectivenessofmarketinginitiatives
Monitorandimprovetheplacementofthecollege’scontentinsearchengines
Web
Includeinfoinregistrationandposteventsurveyonhowconferenceregistrantsheardabouttheprogramandwheretheyseekcontinuingedopportunities.Customizeemailforwardingtexttofortargetaudience
OCSC
Trackeffectivenessofvariouspurchasedmarketinglistsandemailforwarding
OCSC
Expandthecollege’scontributiontoagriculturalliteracyinitiatives
Providemultipleperspectivesonissuesassociatedwiththefoodsystemtoenableconsumerstomakeinformeddecisions
Identifytimelytopics/contentofinteresttothegeneralpublicforcommunicationpiecesandbroadlydistribute
OCSC
UtilizeBlogsandothersocialnetworkstocreatedialoguearoundhottopicsinAg(BloggerHeads)
NewsAll
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CollegeRelationsandCommunicationsStrategicPlan2009–201324
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
StrengthenMeaningfulCommunicationsandMutualEducationwithCurrentandNewStakeholders
Informstakeholders,includingthegeneralpublic,toenhanceownership,satisfactionandsupportofcollegeprograms
Expandthecollege’scontributiontoagriculturalliteracyinitiatives
AdministerFarmShowandAPDcollegethemesandexhibits
Completestrategicassessmentoncollege/unitsexpectationsanddesiredoutcomesfromcollegeexhibitsatFarmShowandAPDanddevelopcost‐effectivemethodstoaccomplishthem
PubsAll
Increaseawarenessabouteducationalprogramsthatcontributetoagliteracy
Addlinkstogeneralaginfotoregistrationsitesanddistributeindustrypubsatregistration.Includevirtualtourstoshowcasefoodproductionandprocesses
OCSC
LeadandManagetheCollegeasaSystem
Enhancereallocationofresourcestowardstrategicpriorities
EvaluateandprioritizeofficeproductsandservicestofocusresourcesoncollegeprioritiesandforhighestROI
Focusproductsandqualitydeliverywithinasetofclearlydefinedandbroadlycommunicatedlimitsandstrategicpriorities
WorkingwithCMACandotheradvisorygroups,defineavisionandplanforcollegecommunicationstoincludedefiningpriorityaudiences,products,anddesiredoutcomesfrommarketinginitiatives
All
Createcommunication“packages,”suiteofservices,andcriteriaforproductstoofferclients
PubsAll
WorkwithExtensiontostrategicallyevaluateandprioritizepublications
WorkwithinthenewExtensionreframingprocesstocollaboratewithworkinggroupstodefinestrategiesandprioritiesforextensioncommunicationpieces
PubsAll
Identifyandprioritizecontent,targetaudiences,andcommunicationmethodsbasedonstrategicprioritiesanddesiredoutcomes
CreateAgCommleadershipteamtoevaluateandprioritizedaytodaycommunicationneedsandrequestsanddevelopinnovativecommunicationinitiativeswithinputfromadvisorygroups
All
ContinuetoevaluateOCSCportfolioforstrategicrelevanceandopportunities
OCSC
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CollegeRelationsandCommunicationsStrategicPlan2009–201325
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
LeadandManagetheCollegeasaSystem
Enhancestreamliningofadministrativeprocessestoachievetimeandcostsavings
Enhanceefficiency,productivity,andservice
Evaluateandenhanceproductionprocesses
Exploremovefromhardcopypublicationstoonlinepublications.ExplorepossibilitieswithNPC.Evaluateprint‐on‐demandoptions
WebAll
TrainstaffondesignsoftwaretoreduceworkloadonPublications
PubsOCSC
Workwithcollegeunitstoassessannualcommunicationneedsanddevelopcomprehensiveproductionschedulestocoordinateprintingofrecruitmentmaterialstotakeadvantageofvolumecostsavings
PubsAll
Scheduleandcostsharemulti‐dayphotoshootsforclients
PubsOCSC
Evaluateandmakerecommendationsonoutsourcingoptions.Increaseuseofstockphotosasappropriate
PubsAll
Developcomprehensivetimelinesandtrainingdocumentsforallprograms.Maintainplanningcontactsdatabaseandwrittenagreementsforfeesandservices.Providecrosstrainingforstaff
OCSC
WorkwithPDCtohelpcustomersdevelopcleardistributionplansandproduceappropriatequantitiesofpublications
Pubs
WorkwithPDCtoimprovestrategiestoprovidetimelypublicationreprints
Implementcost‐recoverystructuresasappropriate.
Evaluate,update,andclarifyOCSCfeestructure,servicelevels,andservicesprovided.Increasesponsorship$
CROCSC
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CollegeRelationsandCommunicationsStrategicPlan2009–201326
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
LeadandManagetheCollegeasaSystem
Enhancestreamliningofadministrativeprocessestoachievetimeandcostsavings
Enhanceefficiency,productivity,andservice
Maximizeappropriatetechnologyusagetoincreaseefficiency
ContinuetodevelopSharePointprojectmanagementstrategies.Standardizesoftwareversionsacrossunit.Explorebestpracticestrainingforcurrenttechnologies
Web
ImprovedatamanagementofcontactlistsinCVENT.DevelopbudgetquerytoolforOCSC
OCSC
ImplementPhotoandVideoWebrepositoryapplication.Improvephotoandpubsarchivesforefficientaccessandcompletebackupofallmaterials.EvaluatePennStatestilllifeapplication
WebPubs
Evaluateandimplementemergingtechnologiesincludingtechnologiesfortranslationofcontentbetweenmedia.
Web
ImplementautomatedFTPserverformovingdocumentsbetweeninternal/externalparties.EvaluateGoogleDocs
Web
EvaluateautonotificationandexpirationofWebcontent.ImplementRSSfeeds
WebNews
Hostbrainstormingsessionsaroundspecifictechnologiestodevelopmeaningfulstrategiestoutilizethemtoaccomplishcollegegoals
All
Exploreelectronicabstractcollectionandwebpostingoptions
WebOCSC
Reviewfinancialpoliciesinofficeforcostsavingopportunities
Encouragestafftodoapersonalassessmentofstewardshipofcollegeresources(spending,facilities,equipment,etc.)
All
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CollegeRelationsandCommunicationsStrategicPlan2009–201327
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
LeadandManagetheCollegeasaSystem
Enhancestreamliningofadministrativeprocessestoachievetimeandcostsavings
Enhanceefficiency,productivity,andservice
Maximizeappropriatetechnologyusagetoincreaseefficiency
Evaluateallevent’s,services,andproductsbudgetcostsandrecoveryoptions(donationsAPD).
All
Examineopportunitiestopartnertoleverageresourcesandreduceduplicationofspending,supplies,andshippingcosts.Newcopier
All
MeetwithDeanaroundCRofficebudgettodocumentallocationandreductions
CR
CreateonlineprojectrequestformsandprojecttrackingandutilizewebphotogallerieslinkedtoSharePointforclientreview
All
Enhancecustomerservicepractices
CooperateandcoordinateclientneedsandresourcesacrossCRareasandcollegeunits
All
Provideguidelinesthatmaintaincollegebrandandstandardsforclientsthatoutsourcepublications
Pubs
ShortenthebudgetcloseoutprocessonConferencesandcreateuniqueurlsforappropriatewebsitesandconferences
OCSC
Increasecollege‐widesupport,collaboration,andparticipationinstakeholderrelationsandcollegecommunications
Engagetheentirecollegeinstakeholderrelationsandcommunicationsinordertobroadenandenhanceimpacts
Communicatetothecollegetheneed,strategy,opportunitiesandexpectationsregardingstakeholderrelationsandcommunicationstoincreasecollaboration,input,andsupport
AttendExtensionin‐serviceconferences,unitleadersmeetings,andfacultymeetingsandgiveCR&Comm.updates
All
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CollegeRelationsandCommunicationsStrategicPlan2009–201328
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
LeadandManagetheCollegeasaSystem
Increasecollege‐widesupport,collaboration,andparticipationinstakeholderrelationsandcollegecommunications
Engagetheentirecollegeinstakeholderrelationsandcommunicationsinordertobroadenandenhanceimpacts
Communicatetothecollegetheneed,strategy,opportunitiesandexpectationsregardingstakeholderrelationsandcommunicationstoincreasecollaboration,input,andsupport
Createcollege‐wideCollegeRelationsandCommunicationse‐newslettertokeepfacultyandstaffinformed.UsetheCMAC,unitleadersmeetings,andotherdesignatedgroupsasadvisorygroupsforCR/Commefforts
All
Workmorecloselywithfacultyandextensiontocommunicatelegislativeprocesses/protocolstomaximizeimpacts.Setupcountyadvisorylegislativeboard.Speakatin‐servicedays.Providecollege‐leveltrainingonlegislativeadvocacyandfacultymediatraining
CR
Collaboratewithothercollegeunitstodevelopmethodsandbuy‐intobetterutilizecurrentdatabasesthroughoutthecollege
All
Enhancequalitystandardsandconsistencyacrossthecollegethroughbroaderparticipationincollegebrandingefforts
Createandcommunicatepolicies,guides,templates,andbestpracticesforcommunication/brandingeffortsincludingexpandingtheuseofCVENT.IDandimplementacollege‐widecalendarsystemontheWeb
All
Enhanceemployeeengagementwithintheunit
Ensureprofessionaldevelopmentopportunities
Engageinteambuildingactivities.Providewellnessopportunities
All
NetworkwithotherPennStatepeerprofessionals.Seekprofessionaltrainingwhereappropriate
All
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CollegeRelationsandCommunicationsStrategicPlan2009–201329
CollegeGoals CRGoals CRStrategies AreaLevelStrategies
AreaLevelActionItems Area
LeadandManagetheCollegeasaSystem
Increasecollege‐widesupport,collaboration,andparticipationinstakeholderrelationsandcollegecommunications
Enhanceemployeeengagementwithintheunit
Implementsystematicandmeaninginternalcommunications
HaveeachCRareahosta“DayinmyShoes”brownbaglunchannuallytoupdateotherareas.Haveeachofthethreemajorareashostanoffice‐widesocialeventannually
All
Implementsystematicandmeaninginternalcommunications
HoldCRdirectormeetingswithallstaffquarterlyforupdates.Haveafulldaystaffretreatannually
CR
Requestallstaffsubscribetocollegenewswire
All
Reducetheenvironmentalfootprintoftheunit
Conductenergyauditoftheoffice.PromoteReduce,reuse,andrecycle.Maximizeelectroniccommunicationsanddistributionoverprint
All
Useenergysavingchecklistsatconferences
OCSC
AssessmentRecommendations:
• Increasesinstudentenrollment
• Hitsonkeywebpages• Trackingresultsofadvertisements• Documentedinvolvementandsatisfactionsurveysbyourclientsandstakeholders
• UniversitypublicresearchsurveyonPSUacademicexcellence–Agcurrently#4• Mediacoverage• Annualreview/feedbackfromUniversityMarketingoncommunication/marketingefforts
• Increasedsubscriptionnumberstocollegenewswire• Reducedcosts
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AppendixA:CollegeRelationsandCommunicationsOfficeOrganizationalChart
MaryWirthDirector
CollegeRelationsandCommunicationsFocusarea
IndustryandLegislativeRelations
MarySeatonAssistantDirectorCollegeRelations
ManagerOfficeofConferences&ShortCourses
JillianStevenson
AssociateDirectorAgCommunications/Alumni
Relations
ChrisMore
AssociateDirectorWebCommunications
ChuckGillAreaLeader
NewsTeam
PeteKauffmanAreaLeader
Publications/Exhibits
JonathanZeigler
CreativeSpecialist
SteveWilliamsPhotographer
AmandaKristenEditor
NoraSerotkinDesigner
StacieBirdPhotography
JeffMulhollemWriter
GaryAbdullahWriter
KeithDiehlDesigner
GaroGoodrowExhibits
MelisaMaurerPlanner
KimSwistock
Planner
KaraKraulPlanner
AmyShultzStaffAssistant
CarolSpots
Finances
JodieAumanSpecialist
AlishaEverly
StaffAssistant
TimSimpkins
Web
MaryWodeckiWeb
AnnDevlin
Web
AlbertNakpilWeb
PeteWarren
WebGraphics
RhondaDemchak
StaffAssistantDesigner
KathyMcCartney
StaffAssistant
LaurieYearickStaffAssistant
WhittneyTrueax
PromotionalWriter
NaomiKnaubAssistantDirectorAlumniRelations
AlexGiedrocSupport
JohnDickisonWriter/Editor
GretlCollinsDesigner
BarbaraFirstDesigner
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COLLEGE OF AGRICULTURAL SCIENCES College Relations and Communications Office
Alumni, Industry & Government Relations Responsibilities 2009
Association Management (Requires administrative management for all events, meetings, etc.) CAS Alumni Society Armsby Honor Society Penn State Ag Council Ag Action Network CARET (Meetings in Washington, DC in spring) Direct Office of Conferences and Short Courses Direct Communications and Marketing Units Annual Events Management Ag Council Legislative Research Tour (September) Graduation Brunches (publicity, registration, organization—2/yr) Ag Progress Days Alumni Day Luncheon (publicity, registration, organization) Ag Progress Days Government/Industry Day Luncheon (publicity, agenda, registration,
organization) Ag Progress Days Legislative Dinner (August) Ag Progress Days Federal Legislator tours – Full responsibility as of 2007 – Biannually Ag Progress Days Renewable Energy Tents (PDA Partnership) Alumni Awards Receptions, Lunches and Dinner (invitations, organization—3/yr) Ag Alumni Tailgate (publicity, registration, organization) Traditional Alumni Reunion Weekend College Open House/Tours Ag Trustee Election Ag Advocate Alumni Reunion (publicity, registration, organization) Armsby Honor Society Reception, Dinner, Tours Dean’s Industry Tours and Receptions (5-8 per year) Ag Action Network Training & Skybox Event (April, Blue & White Game) College Capitol Day and Reception (March/April) Penn State Village Alumni Gathering Student Mentoring Program Kick-off and Closing Events Administering & Coordinating Meetings Ag Alumni Board—3/yr Ag Alumni Annual Meeting Ag Advocate Alumni Group Board—2/yr Ag Alumni Society Committee Night—1/yr Ag Alumni Society Executive Committee Planning Meetings—2/year Ag Council Board—4/yr Ag Council Delegates Meeting & programs—2/yr Ag Council/Unit Leaders Luncheons – 1/yr Attorney General Act 38 Administration
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 32
Various Committee Meetings throughout the year (approx. 25-30/yr between Ag Council & Ag Alumni Society)
College/PA Dept. of Ag Leadership meetings—2 - 3/yr College/DCNR Leadership meetings— as needed College/DEP Leadership meetings—as needed College/PA Farm Bureau Leadership meetings—2/yr College/PennAg Leadership meeting—1/yr College/PA Forest Products Assoc. Leadership Meeting—1/yr CVENT administration in College Pa Department of Agriculture Harvest Tour participation Various Legislative meetings/tours throughout year (Pres. Bush visit, Secretary Johanns Forum, USDA Liaisons, Senator Casey, Obama, misc. visits with state and federal legislators.) Publishing & Distributing Materials Connections (writing, manage publishing and distribution—2/yr) Ag Advocate Alumni Group Newsletter (writing, manage publishing and distribution
1/yr) Armsby Honor Society Newsletter (writing, manage publishing and distribution—1/yr) Industry Newsletter (writing, on-line distribution—4/yr) Ag Council Brochure (writing, manage publishing and distribution) Alumni Society Brochure (writing, manage publishing and distribution) Master Farmers Newsletter Ag Council Membership Manual Ag Council & Alumni Society Board Manuals Mentoring Program Mentor and Protégé Manuals Ag Action Network Training Manual Various press releases on council and alumni activities PA Impact pieces (content consultation, distribution) Yellow Book College Budget Piece State Budget Impact Piece Federal Budget Impact Piece State and Federal Budget Updates & Alerts to College, Alumni, and Support Groups College Relations Office Strategic Plan Managing Awards (These include preparing the nomination materials and coordinating the campus visit with the academic units) Distinguished Alumni Alumni Fellow Alumni Achievement Honorary Alumni Philip Philip Mitchell Outstanding Alumni Outstanding Recent Alumni Outstanding Senior and Student Awards Excellence in Academic Advising Award
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 33
Alumni Association Awards for Programming Student Internship Awards (publicity, coordinating selection, notifying those selected) Penn State Ag Council Leadership Award Penn State Ag Council Youth Leadership Award Penn State Ag Council Leadership in Action Award Penn State Alumni Assoc. Friend of Penn State Legislator Award (submit nomination) Dean’s Support/Special Projects Serve on various college, university and national association committees (University
Public Relations Council, College Strategic Planning Committee, Communication and Marketing Study Group, Data Assessment Study Group, Penn State Alumni Association Membership Committee, NAADA—National Agricultural Alumni and Development Association—Membership Committee, Various College/University Search Committees)
Special projects such as Land-Grant Campaign, Nutrient Mgmt. Summit, Michigan State Alumni Football events, Arboretum Receptions, Ag Energy Displays, Legislative Hearings (Farm Bill, Biosecurity), Longwood Gardens Alumni Event.
Facilitate and serve on College Communication and Marketing Advisory Committee Work with Faculty on special projects (Example: ENRI Water Quality Conference)
Miscellaneous Ag Alumni Pavilion (coordinate display for Ag Progress Days) Ag Alumni Society Exhibit Assist with legislative hearings as requested (Farm Bill, Bioenergy, etc.) College Tours for Special Groups, Organizations and Guests Penn State Ag Council Banners at APD (collect and display banners in Special Events
Building) College Football and Basketball Tickets Distribution Football Skybox Event Invitations Ag Arena Football Parking Permits—policy and distribution Visitor Parking Passes—distribution Leadership Development Program Visits in Washington Legislative Directory Distribution to College and Counties Maintenance of College Relations Office, Alumni, Ag Council and Business & Industry
websites Maintain various databases and list serves for College, including legislative advocacy and
dean’s tour database Coordinate requests with Alumni Association from Academic units for alumni label
selects Student Mentoring Program (matching, programming and ongoing communication) MFW:JHS/kam 3/3/2009
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OfficeofConferencesandShortCourses20072008YearEndReportSubmittedtoDeanRobertSteeleSeptember2008
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 35
Office of Conferences and Short Courses 2007-2008 Year End Report
Summary: The Office of Conferences and Short Courses (OCSC) is a fee for service unit that assists college units and faculty in facilitating and administering high quality outreach programs for college stakeholders. The office provides professional administrative, logistical, instructional, and marketing support to units and faculty sponsoring college outreach programs; provides client and speaker management services; helps identify and develop new, strategic outreach opportunities in the college; and uses outreach programs to increase the visibility of and support for the college.
The OCSC was relocated into the College Relations Office in June of 2004 to enhance and benefit from relationships with external stakeholder groups fostered within the College Relations Office. Prior to its relocation in the College Relations Office, the OCSC was charged to implement a cost-recovery structure to support the OCSC and effectively develop financially solvent outreach programs. Although a specific financial cost-recovery goal or timeline was not defined, the OCSC has made great progress towards that end.
In August of 2006 the office underwent a change in management. Shortly thereafter the office implemented a new fee structure as well as an online registration and marketing system, CVENT, which has resulted in more professional, efficient and effective services and conferences and has increased the number of programs, registrants, and income collected.
Also undertaken was a review of the OCSC budget and financial reporting processes, as it became apparent current reporting methods were not providing transparent information regarding the financial performance of the office over time. The OCSC manages more than 60 independent program (conference) budgets, with approximately $1.2 million in gross revenue, which, when aggregated with the operational budget for the office, has not provided a clear picture of the office’s true financial performance. In short, a lack of ability to differentiate between programmatic income (the net conference income is ultimately paid to the client) and OCSC operational income (service fees charged to clients to cover overhead of the OCSC) has proven to be problematic over time. It was apparent there was a need to revise the financial reporting process in the office.
Towards this end, the director and manager have been meeting for several years with the college budget administrator in an attempt to reconcile past and current programmatic budgets as well as the OCSC administrative budget in the University accounting system, IBIS, to clearly define the current fiscal status of the office. For the first time in the history of the office, the programmatic budgets and OCSC operational budget have been reconciled in IBIS. This was a complicated and time consuming process involving the manual compilation of data, which cannot be automated using the existing reporting tools.
This report summarizes the financial performance of the office through this transition, helps define realistic financial expectations of the office into the future, and identifies issues that need to be addressed.
Of particular importance are two major issues that need immediate attention to ensure the sustainability of the office:
1. Mutual agreement on defined, realistic cost-recovery goals and a recovery timeline, including defining an annual level of financial operational support from the college.
2. Addressing historic budget deficits and financial reporting methods that obscured them.
Respectfully submitted, Mary Wirth, Director of College Relations Mary Seaton, Manager, Office of Conferences and Short Courses
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 36
Financial Summary: In August of 2006 the office underwent a change in management, which has resulted in an increase of the number of programs, registrants, and amount of income collected. The office implemented a new service fee structure as well as an online registration and marketing system, CVENT, which has resulted in a more professional, efficient and effective delivery of services and conferences. As a result, the office has improved significantly in all areas. Registration is at an all time high, as are collected OCSC service fees (cost recovery income for OCSC), and program income paid to the clients. The office continues to grow and has managed more programs in this fiscal year than at any other time.
In this year alone, the collected OCSC service fees and program income paid to the clients have more than doubled. After subtracting the total operating expenses for the office in FY 07/08, the programs made $171,314.44 for the college at large.
Net Program Income (Registration Fees minus expenses) Unit Income (Returned to Clients) $303,708.05
Income to OCSC (Service Fees Retained) $213,277.54
$516,985.59
Less OCSC Operating Expenses $345,671.15
Net Return $171,314.44
The increases can be attributed to a variety of initiatives. At the end of 2006, a new, standardized service fee structure was implemented, which has increased revenue for repeat, annual programs. The purchase of CVENT has increased efficiency and allowed the office to increase the number of programs delivered at different service levels. New marketing strategies have increased attendance, which in turn has increased registration income collected for many programs.
New clients and the resulting new program income collected in FY 07/08 (and projected in FY 08/09) has been a major contributor to the increases mentioned above. Most of this income comes from one time programs, although some of these new programs will repeat annually.
Fiscal Year 2005/2006 2006/2007 2007/2008 % Increase
Total Income $761,899.31 $ 876,704.32 $1,234,408.74 41% OCSC Service Fees (Cost Recovery Income) $135,128.06 $103,170.00 $213,277.54 107% Income paid to clients (academic units) $126,595.00 $143,008.72 $303,708.05 112% Total Registrants 5,224 6,030 9,136 51% Number of Programs 32 41 61 50%
Total New Program Income New Program Income for 2007-2008 $53,260.04 New Program Income for 2008-2009 $81,075.00
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 37
A comparison between fees collected in FY 05/06 and projected fees for FY 08/09 demonstrate the
effectiveness of the new fee structure. More information on the programs and the budget are included in the attached appendix. As the office continues to increase efficiency and improve processes, the portfolio of programs serviced will grow. There is a high demand for the services provided by the Office of Conferences and Short Courses, especially the use of CVENT only which is expected to be the largest growth opportunity for the office. 08‐09RepeatPrograms PerPersonFee BaseFee
Total08‐09AdminFee
Total05‐06AdminFee
4‐HCapDays09 3,000.00 1,500.00 4,500.00 1,400.004‐HStateDays08 8,400.00 8,400.00 8,676.00AgintheClassroom08 1,200.00 1,500.00 2,700.00 3,800.00Bankers09 2,000.00 2,100.00 4,100.00 3,420.00BetterProcess09 2,000.00 3,500.00 5,500.00 4,216.00Biomass09 1,750.00 3,500.00 5,250.00 NABugCamp08 225.00 300.00 525.00 732.76CLS08 800.00 1,500.00 2,300.00 3,766.00CulturedProducts09 1,500.00 5,000.00 6,500.00 4,200.00FFA08 21,825.00 21,825.00 17,036.00ForensicEnt09 750.00 2,000.00 2,750.00 1,970.00IceCream10109 1,500.00 5,000.00 6,500.00 5,305.00IceCreamShort09 3,500.00 5,000.00 8,500.00 10,840.00Mushroom08 4,760.00 5,000.00 9,760.00 4,810.00PAEnvirothon08 6,000.00 500.00 6,500.00 NAPamfes09 5,000.00 5,000.00 10,000.00 5,950.00Pasteurizers08 2,000.00 5,000.00 7,000.00 3,090.00PlantPhys09 3,850.00 5,000.00 8,850.00 9,560.00ProfessionalCropProducers09 10,000.00 5,000.00 15,000.00 NASanitation08 2,000.00 5,000.00 7,000.00 NA
TOTALS
$82,060.00
$61,400.00
$143,460.00 $88,771.76 History: While the office is improving and revenue is increasing, there are longstanding budgetary concerns that have not been resolved.
The following table shows a history of the office performance in several areas as well as a comparison across the years. It is important to recognize that until 2006, the office had a decreasing number of programs, a decreasing number of registrants, and therefore a decreasing amount of income, while expenses remained more consistent over time.
This trend culminates in a negative beginning balance in FY 06/07 for the office of ($131,937.00) which reflects the inability of the office to sustain itself without a consistent level of funding from the college. The row labeled department shortfall, demonstrates the gap between what the office collected to offset costs, and what was required to cover the balance of operating costs. When the department shortfall exceeds the beginning balance (net expenses in the permanent budget) provided by the college, the program balance is eroded by that amount each year. In every year, the beginning balance is less than what is required to offset the expenses. This has resulted in a large program balance deficit over time.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 38
Fiscal Year 2001/2002 2002/2003 2003/2004 2004/2005 2005/2006 2006/2007 2007/2008
Collected Income 1,128,870.00
1,145,134.00
1,144,012.00
892,018.00
761,899.31
876,704.32
1,234,408.74
Budgeted Income (1,128,147.00)
(1,145,464.00)
(1,146,477.00)
(892,019.00)
(868,907.00)
(876,704.00)
(1,242,521.00)
Budgeted Expenses 1,173,294.00
1,139,279.00
1,171,854.00
982,724.00
903,776.00
599,512.00
1,186,216.00
Actual Expenses (1,177,528.00)
(1,007,123.23)
(1,025,533.15)
(863,592.82)
(928,705.69)
(788,369.50)
(1,053,637.40)
Net Expenses (IBIS) (3,511.00)
131,825.77
143,855.85
119,130.18
(131,937.38)
(188,857.18)
124,466.34
Beginning Balance (PB)
149,914.00
119,110.00
100,725.00
57,682.44
61,538.00
(131,937.00) -
Collected Admin Fees
99,801.00
147,859.00
153,702.00
123,193.00
135,128.06
103,170.00
213,277.54
Net Income Units 289,708.00
153,084.00
212,695.00
143,612.00
126,595.00
143,008.72
303,708.05
Net Program Income 389,509.00
300,943.00
366,397.00
266,805.00
261,723.06
246,178.72
516,985.59
Salaries 278,736.89
260,816.00
239,064.07
255,561.10
268,640.03
258,101.74
277,174.58
Office Expenses 16,332.24
15,214.28
9,285.17
12,396.11
14,026.31
51,168.85
68,496.57
Program Losses 18,174.82
18,174.82
1,129.46 - -
Operating Expense 295,069.13
294,205.10
266,524.06
269,086.67
282,666.34
309,270.59
345,671.15
Net Program Income 389,509.00
300,943.00
366,397.00
266,805.00
261,723.06
246,178.72
516,985.59
Operating Expenses 295,069.13
294,205.10
266,524.06
269,086.67
282,666.34
309,270.59
345,671.15
Net Income to College
94,439.87
6,737.90
99,872.94
(2,281.67)
(20,943.28)
(63,091.87)
171,314.44
Admin fees 99,801.00
147,859.00
153,702.00
123,193.00
135,128.06
103,170.00
213,277.54
Operating Expenses 295,069.13
294,205.10
266,524.06
255,561.10
268,640.03
309,270.59
345,671.15
Department Shortfall (195,268.13)
(146,346.10)
(112,822.06)
(132,368.10)
(133,511.97)
(206,100.59)
(132,393.61)
Conclusion: The office has made significant progress and is moving in the right direction but has budgetary issues that need to be addressed. If the longstanding issues are not resolved, the program deficit could continue to grow and leave the office in an untenable position.
After an extensive review and evaluation of the financial system, four main areas of concern have been identified, which have prevented a clear understanding of the fiscal performance of the OCSC.
• The required level of funding remains constant, while college funding level for the office varies. The level of support is determined by the permanent budget which does not provide a consistent level of funding for the office. In FY 07/08, the office received no funding from the college. This is likely due to the lack of transparency between the operational budget and the program budgets.
• There has been no separate accounting of department activity and program activity.
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 39
In FY 07/08, total collected administrative fees were $213,277.54 and total operating expenses for the office were ($345,671.15), resulting in a net loss of ($132,393.61). However, due to the large amount of program income collected as registration fees and the success of programs in the office, the overall net expenses for the budget are $124,466.34. The office appears to make money because the programs are making money for the clients and some of that money remains in the budget across fiscal years.
• The previous program balances are not preserved in the budget, but continue to be sent back to the units upon request. The estimated program balance in FY 06/07 was $269,778.32. Of this amount, none was carried forward for return in FY 07/08. In FY 07/08, residual transfers to the units were $303,708.05. This cycle of collection of money in one fiscal year and the transfer of residual in another, has further contributed to the erosion of program funds over the years. Accumulated program balances currently stand at $324,931.48 at the close of FY 07/08. To make the budget whole, the program balances must be accounted for and preserved from year to year.
• The office can only recover a portion of the operating costs. The office is reaching the maximum amount of income that can be collected from current programs with the resources available. If the goal is to recover a higher proportion of the costs, the program priorities will have to shift so that more profitable programs are supported by the office. Some programs will have to be discontinued so other programs can be added to increase the ability to recover cost with existing resources. The office needs guidance regarding what the priority of the office should be - maximizing income or providing services for strategic conferences.
Recommendations: • Clear cost recovery guidelines need to be established along with defined college funding levels.
A consistent level of college funding is necessary. Fifty percent of total operating expenses to support the OCSC is requested to allow for annual increases in salary and expenses. For FY 08/09, projected operating expenses are $358,000. (50% = $179,000).
• The OCSC should collect at least 50% of total expenses in administrative fees each year. Any excess can be used to pay down the current deficit in program budgets. For FY 08/09, the projection for total collected administrative fees is $226,535, leaving a balance of $47,535 to put toward the deficit. (Add the $150,000 for FY 07/08 and that reduces the deficit by $197,535). Once the deficit is gone, any balance will go to the college.
• Fiscal procedures should be established to preserve the program balances and track the reduction of the accumulated deficit. If the office receives $150,000 committed for 07/08 and $179,000 recommended for 08/09, there will be a significant decrease in the program deficit.
Program Deficit 08-09 (324,931.48) 07-08 College Program Support 150,000.00 08-09 College Program Support 179,000.00 Projected Operating Expenses 08-09 (358,000.00) Projected Admin Fees 08-09 224,535.00
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CollegeRelationsandCommunicationsOfficeStrategicPlan2009‐2013 40
Program Deficit 09-10 (129,396.48)
• Reports need to be created to accurately reflect the OCSC operational budget and financial performance, differentiating it from the programmatic budgets. Assistance from the college financial office will be needed to accomplish this goal.