The Office of Institutional Advancement encompasses public relations, marketing, and the Butte College Foundation. The Butte College Foundation is a 501 (c)3 non profit organization that exists to help benefit the mission of Butte College. Founded in 1992, the Foundation has a volunteer board of directors who are committed to helping Butte College in its mission to serve all students. The Foundation distributes over 600 scholarships a year and was found to outperform other Foundations based on its size and staff. The Foundation also works to fundraise for Butte College programs and services such as the Promise Program. The Advancement Office also manages public relations, marketing, and advertising on behalf of the college, with the goal of increasing branding and enrollment.
The Office of Institutional Advancement area has administrative unit outcomes shown below for enrollment marketing and public relations objectives. Institutional Advancement assists the college in advertising, branding, marketing and meeting enrollment management objectives.
Assessment Mechanism: The primary assessment mechanism is to work closely with the Enrollment Management Committee to develop advertising and digital marketing strategies and campaigns to generate enrollment. Each Enrollment Management Campaign is evaluated for ROI and success.
Analysis of Results: A report after each campaign is analyzed to determine what activities were successful. With district funds, we produce postcards twice a year to all residents in Butte and Glenn Counties. TV, print ads, and digital marketing campaigns with PPC ads along with advertising on You Tube, Facebook, and other top social media sites. The enrollment management committee has been supportive of increasing digital marketing and see this as an area of focus. The enrollment management committee has provided financial resources for an annual search engine marketing campaign and the results were very positive, generating thousands of hits to our website and increasing applications to CCCApply.
The public sees Butte College as a highly effective institution that is focused on its mission and is seen as a key resource for the community.
Assessment Mechanism: The college tracks the percentage of positive local media clips and gross impressions that are positive. Our office also produces an annual report to the community.
Assessment Cycle: A media report is produced bi annually.
Analysis of Results: During the last year, the college had tracked over 1,500 positive media clips. These are evaluated to determine the percentage that are positive and this information is reported monthly to the Board. These monthly positive rates are always in excess of 99 percent.
The Office of Institutional Advancement includes the operations of the 501c3 non profit Foundation with day to day oversight of the Foundation, 100 endowments, donations, 600 student scholarships, 150 department accounts, and two large events per year. The Foundation has a volunteer board of directors.
1. The college leadership has the planning processes, data resources and collaborative mechanisms to effectively align institutional effort to accomplish the mission, support student learning, and implement strategic initiatives.
- Assessment Mechanisms: Scholarship Distribution
- Assessment Cycle: Ongoing. The Foundation distributes scholarships to 600 students annually.
- Analysis of Results. In a recent survey of similar Foundations in California, it found that Butte College Foundation provided 600 students scholarships. In 2013/14, the Foundation awarded 156 student scholarships and in 2014/15, a total of 252 student scholarships were awarded, an increase of 62%. The Foundation also distributed over $400,000 in scholarships.
2. The college and its programs have the support, collaborative mechanisms, and structures to obtain and successfully manage external resources that support innovation and student success (e.g. grants, gifts, bequests, donations, etc.)
- Assessment Mechanism: Amounts received through grants totaled $28,000, we have increased the number of scholarships offered by 62 percent, and increased donations. Additionally, the Foundation manages 150 agency/department accounts totaling $519,343 annually.
- Assessment Cycle: Ongoing.
Results:
Currently, the Foundation manages 100 endowments, $4.3 million, up from $2.1 million in 2012.
Enhance advertising campaigns
This benefited the District by increasing enrollments during both campaigns: Summer/Fall and Winter/Spring. Over 150 FTE were tracked as applying through advertising efforts. This also included search engine marketing and digital campaigns.
Foundation Development Officer - Additional District funding
The District funded a full time Development Officer to handle development duties. This position is currently being posted with a hire date of June 2020.
The Office of Institutional Advancement works to meet the college’s strategic direction and key priorities to improve student learning and success.
The Office of Institutional Advancement manages the marketing, advertising, public relations, and fundraising activities on behalf of the college.
Institutional Advancement supports the college in meeting its Strategic Direction and Priority Themes by providing advertising, marketing and communications to help meet enrollment targets, supporting student, faculty and staff success, and maximizing resources to support student learning.
The Foundation awards over 600 student scholarships annually to help students achieve their academic goals. Over $600,000 was dispersed to 730 students and 130 faculty and staff during the Camp Fire disaster. The Foundation also worked to raise (through private donations and grants) over $1.5 million toward the Promise Scholarship Endowment.
The Office of Institutional Advancement's unit plan serves as its annual program review.
The IA office goals include:
Strategy 1 - Enhanced Advertising Campaign with Search Engine Marketing and Social Media
Butte College needs to continue to invest in advertising, search engine marketing, in an on going effort for branding, and enrollment management.
The funds will create two enhanced advertising and digital marketing campaigns with TV spots, digital social media, and a year long search engine marketing campaign that gives Butte College a presence on major search engines such as Google, Yahoo, and Bing. This campaign also includes two semesters of advertising and paid social media posts on Facebook. Our office will conduct monthly tracking in an effort to evaluateeffectiveness and results. We can also identify detailed information such as calls received, number of direct applications to CCC Apply, web analytics on Butte.edu pages, etc.
Provides resources to integrate an ongoing presence for Butte College on Facebook and YouTube, two of the largest social media applications among our targeted demographic, 18-54 years old.
The college must do all it can to increase enrollment and retain its current students. With enrollment down, increased advertising efforts, and a means to track the results, is needed.
Strategy 2 - Hire Admin Secretary
The Office of Institutional Advancement is in need of a .80 admin position to assist with administrative support for the Director of Institutional Advancement and Office. The request is for a .80 full time Admin Secty, which would be added to the .20 position that is not filled to make a 1.0 position.
The Office of Institutional Advancement has a dire need for administrative support. There is no administrative staff for the Institutional Advancement Office.
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| Original Priority | Program, Unit, Area | Resource Type | Account Number | Object Code | One Time Augment | Ongoing Augment |
| Description | Supporting Rationale | Potential Alternative Funding Sources | Prioritization Criteria | |||
| 1 | Institutional Advancement Office | Operating Expenses | 110001101671000 | 55820 | $300,000.00 | $0.00 |
| Enhanced Advertising Campaigns with Search Engine Marketing, Digital Marketing Social Media | This proposal funds two campaigns annually with TV, print, digital advertising, including a year long search engine marketing campaign that gives Butte College a presence on major search engines such as Google, Yahoo, and Bing. This campaign includes two semesters of advertising and digital marketing on YouTube and other paid social media such as Facebook. The college needs a dedicated budget for search engine marketing to develop an online presence on Google, Yahoo and Bing, along with You Tube. Our office will be monitoring and evaluating the success of our campaigns and making changes as needed to be even more successful. This also includes some Spanish advertising along with two billboards, 1 in Chico and another in Orland. |
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| 2 | Institutional Advancement | Personnel | 110001101671000 | 55820 | $0.00 | $24,480.00 |
| Administrative Secretary, Grants | The Office of Institutional Advancement along with the Grants Office under Institutional Effectiveness are requesting a split 50/50 full time administrative support staff person to provide administrative support for the IA Office and 50 percent support to the Grants Office. The admin position will provide administrative support for the Institutional Advancement Office which includes billing, Datatel, purchase orders, customer service, creating PR and Marketing budgets, as well as providing Grant support for the Grants Manager under PROD. We are requesting an ongoing budget of 30 percent or $24,480 only as we have a 20 percent position that was vacated in January 2020. |
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