The Office of Institutional Advancement manages the marketing, advertising, public relations, and fundraising activities on behalf of the college. The IA office also works to maintain and increase enrollments and manage Butte College's brand in the community.
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, marketing and promoting Butte College to meet enrollment management objectives and support retention.
- Assessment Mechanism: The primary assessment mechanism is working closely with the Enrollment Management Committee to develop advertising and marketing campaigns to generate enrollment.
- Assessment Cycle: Regular meetings with the Enrollment Management Committee to keep them apprised of the campaigns and results.
- Analysis of Results: This indicator is monitored closely by the Enrollment Management Committee. A report after each Summer/Fall and Winter/Spring 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/ We also create TV, print ads, and a digital marketing campaign which includes advertising on You Tube, Facebook, and search engines. The enrollment management committee has been supportive of increasing digital marketing and see this as an area of focus. The enrollment management committee committed resources for a search engine marketing campaign and the results were very positive, generating over thousands of hits to our website and increasing applications to CCCApply.
2. 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: This occurs monthly as part of the media report that goes to the Board.
- 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.
Enhanced Advertising Campaign with Search Engine Marketing and Social Media
Institutional Advancement worked to produce advertising campaigns that included TV advertising on local TV and cable stations, along with digital marketing through search engine targeted Pay Per Click ads, You Tube, Facebook, and Spotify. The campaigns were effective at promoting enrollment to Butte College. We produced a campaign report for Winter/Spring 2018 found we received over one million impressions for TV ads on KHSL and KNVN in November 2017-January 2018. We also were able to run over 2,700 commercials on cable stations, on 11 cable networks including MTV, VH1, Spike, Comedy Central, TLC, ESPN and others. We also produced print ads in Chico News and Review and for Winter Session only, we advertised in the Orion. We produced postcards that were distributed to 100,000 homes in Butte and Glenn Counties. Based on the postcards, we can determine we received 117 phone calls directly tied to the number on the postcard. Facebook ads in December resulted in a reach of 21,722 people-- and of those, 241 clicked on the link. Our search engine marketing pay per click had over 8,255 impressions and over 650 clicks. Display ads also had 604,000 impressions and over 1,450 clicks. Advertising with Spotify had over 123 clicks and reached over 16,000 people.You Tube had over 43,000 impressions and over 22,000 video views. Reviewing Google Analytics, we see that during the campaigns, we had over 1,870 new users to our home page and 153 phone calls. We also were able to see a marked increase-- well over 100 percent in traffic to our website during our advertising campaigns.
Butte College 50th Anniversary Celebration
Butte College managed a successful 50th Anniversary Celebration and created a 50th Anniversary Committee comprised of key constituency members. The year long celebration featured a webpage with a historical timeline, calendar of 50th Anniversary events, a large celebration in September 2017, event posters, campus banners, bus back ads, mini billboards, TV and print advertising, 50th videos, 5k fun run, cupcakes on first few days of each semester, radio remotes and more. The event held September 16, was well received and attended by the public. We also received positive front page media coverage in local newspapers, along with positive editorials.
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.
The IA office goals include:
The Office of Institutional Advancement works to meet the college’s strategic direction and key priorities to improve student learning and success. The College’s master plan establishes six strategic initiatives to improve student learning and student success. These are: Enhancing a Culture of Completion and Academic Achievement; Supporting Student, Faculty, and Staff Success; Using Data-Informed Processes for Continuous Improvement; Maximizing Resources to Support Student Learning; Modeling Sustainability and Enhancing a Culture of Inclusiveness.
Our office works to support the following initiatives:
1. Enhancing a Culture of Completion and Academic Achievement
Our office works to market and promote college transfer and career pathways through press coverage, social media, advertising, and digital marketing.
2. Supporting Student, Faculty, and Staff Success
a. Student Engagement. The college connects students to the campus community by:
Our office provides communication through our website, public relations, social media, marketing materials, messaging that support student success and completion
4. Maximizing Resources to Support Student Learning
Butte College actively shapes its enrollment, efficiently manages its existing resources, and strategically develops external revenue sources to maximize the funding available to support student learning.
Our office:
manages strategic enrollment management and provides reports on campaigns to the enrollment management committee
supports the Butte College Foundation’s fundraising priorities and works to raise funds for the Promise program.
fundraises for Butte College programs and scholarships
The Office of Institutional Advancement manages the marketing, advertising, public relations, and fundraising activities on behalf of the college. The IA office also works to maintain and increase enrollments and manage Butte College's brand in the community.
The Office of Institutional Advancement's unit plan serves as its annual program review.
The Office of Institutional Advancement manages the marketing, advertising, public relations, and fundraising activities on behalf of the college.
The IA office goals include:
Strategy 1 - Enhanced Advertising Campaign with Search Engine Marketing and Social Media
An enhanced advertising campaign with a search engine marketing campaign and social media will help our declining enrollment of 300 FTE.
A reduction in our enrollment of 300 FTE amounts to a loss of $1.8 million. This proposal funds an enhanced advertising campaign with TV spots and print media and includes a 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 receive a monthly tracking report to evaluate its effectiveness and results. An ongoing, annual search engine marketing campaign is needed to ensure a presence on major search engines such as Google, Yahoo, and Bing. Our office would receive a monthly tracking report which will provide detailed information such as how many calls were received and it will record calls, how many applied to CCC Apply, how many clicked on the Butte.edu page, and how many emailed the college.
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 over 3 percent, that amounts to a loss of $1.8 million to the college.
Strategy 2 - Hire a Full Tme PR/Marketing Specialist
In 2017, the college received an IEPI grant and our sole PR/Marketing Specialist began working on updating the college's webpages. This project has fully utilized our only staff person in Institutional Advancement for this effort. Our PR/Marketing Specialist works closely with Social Media 180 and our webmaster, along with department staff. This task consumes the time of our only full time PR/Marketing Specialist and it has been apparent over the last year, that we must have more staff resources to create digital marketing for the NOW student as well as producing social media posts, photos, and content.
Redesigning the Website and MyBC was a key priority in program review. Redesigning and upgrading our webpages is a priority for the college, however this is a huge effort and requires staff support. The college has opted for a refinement of the existing home page and all of its pages rather than a complete redesign but this task takes staff resources which were never allocated. The process of working with departments, the webmaster, Social Media 180, has taken a large toll on the Institutional Advancement Office. In order to continue with the webpage effort, a full time person is necessary to ensuring social media posts and press releases and other digital marketing activities continue. Also added funding for Social Media 180 is needed to continue our progress.
Strategy 3 - Webpage Design and Marketing New Programs
One of the college's top priorities needs to be redesigning our webpages. This is one of the first places prospective students turn to for enrollment information. Over the last year, we've received IEPI funding to help update webpages working with a vendor, Social Media 180. We have many more pages to update and need funding to update pages working with SM180 -- but our staffing to assist in this effort is limited. Would like to allocate some OT to staff working on this project as well.
Over the last year, we've received IEPI funding to help update webpages working with a vendor, Social Media 180. We do not have ongoing funding to update our webpages this coming year and our webpage redesign has been identified as a top priority in our college's recent planning retreat. We have many more pages to update and need funding to update pages working with SM180.
Strategy 4 - Advertising New Programs
Added funding is needed to assist in marketing and advertising new programs such as cosmetology and auto's new diesel program. We need to develop videos for new programs for social media working closely with inhouse videographers.
We will need funding to assist in this effort and also market programs such as cosmetology and auto's new diesel program.
Strategy 5 - Fund Development Officer
The Butte College Foundation is requesting funding for a full time development officer of which 50 percent would be paid by the District and the remaining 50 percent will come from the Promise Grant. The Foundation is seeking $52,940 (allocating $34,058 for salary, and $18,882 for benefits). This Development Officer position would be responsible for fundraising for the Butte College Promise Program. The Promise program would be able to pay for 50 percent of the position for 2 years only. The District is being asked to fund the position for five years.
The Butte College Foundation Board and Board of Trustees have approved this new position which has been approved for a new hire beginning June 1, 2018. Rationale was based on survey information from the Foundation for California Community Colleges and we learned that our Foundation is very efficient at serving students with scholarships despite a small staff and limited resources. However, the study recommended that the Foundation must hire development staff to raise funds for the college.
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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 | Foundation Development Officer | Personnel | $0.00 | $52,940.00 | ||
| Institutional Advancement- Foundation | This full time position has been approved by the Butte College Foundation, Butte College President, and Butte College Trustees to fund for five years. The total amount for the position is $105,880, however through a grant from the Chancellor's Office, the amount requested is being matched. |
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| 2 | Institutional Advancement Office | Operating Expenses | 110001101671000 | 55820 | $200,000.00 | $0.00 |
| Enhanced Advertising Campaign with Search Engine Marketing, Digital Marketing Social Media | A reduction in our enrollment of 300 FTE amounts to a loss of $1.8 million. 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 receive a monthly tracking report to evaluate our campaign's effectiveness and results. |
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| 3 | Institutional Advancement | Personnel | 110001101671000 | 55820 | $0.00 | $70,000.00 |
| Hire a full time PR Marketing Specialist Focused on Digital, Web and Now Student | We are in dire need of additional staff resources to focus on marketing activities including social media and digital marketing. Our only PR and Marketing Specialist has been focused on updating webpages and has no capacity. Limited staff has taken a massive toll on our office and it has hampered our ability to market to the Now student via social media, Instagram, YouTube and search engines. Additionally, the Director of IA, has been focused on Foundation and has limited capacity to assist with special events and content for social media. |
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| 4 | Institutional Advancement | Operating Expenses | 110001101671000 | 55820 | $80,000.00 | $0.00 |
| Webpage Redesign Ongoing Effort | Redesigning our web pages needs to be a top priority over the year. Rather than fund an entire website redesign costing over $250,000 and staff time, the college received IEPI funding to help update some webpages working with a vendor, Social Media 180. With limited staff, we still have thousands of pages to update and need funding to update pages working with SM180. |
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| 5 | Advertising New Programs | Operating Expenses | 110001101671000 | 55820 | $40,000.00 | $0.00 |
| Institutional Advancement is requesting an advertising budget for new programs | Butte College is offering several new programs and it will be necessary to create webpages, links, videos, ribbon cuttings, grand openings, promotional items, and digital marketing for cosmetology and automotive's diesel program for recruitment. |
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