Image & Advancement 2nd Annual Progress Report

Image Enhancement 1. Prepare a long-range marketing plan 2. Communicate the Western Advantage to existing and new audiences 3. Market Western as an institution that sets the standard for excellence in student development and community leadership.

Campaign Implementation  To accomplish these goals we created a new image campaign to communicate quality – Discover Gold.  Completed the brand development, creative look and implementation strategy in January.  Implemented the brand internally in March with events, promotional materials, & contests.

Goal 1: Prepare a long-range marketing plan  Establish an institutional committee  Ongoing work with brand development and creation of strategies to communicate Western’s quality outcomes.  Establish an annual budget  Callahan Creek provided guidance in this and with implementation strategies.  SPIF funding will give ability to test and project long- term budgeting needs for campus.

Goal 2: Communicate the Western Advantage  Identify target audiences  Focused on high school age students, influencers of this group, alumni & community leaders for the campaign.  Coordinate, analyze and monitor market effectiveness  Finished baseline research with prospective students, business leaders. Determined internal benchmarks related to admissions and alumni giving

Goal 2: Communicate the Western Advantage  Create effective messages  Using Discover Gold to communicate key quality messages regarding Applied learning Outcomes Academic excellence Opportunities to engage students

Goal 2: Communicate the Western Advantage  Communicate Western’s image  Focus on photography, up close & personal  Testimonial driven  High energy  Focus on core messages and look

Goal 3: Market Western as a college that sets the standard in student development & community leadership  Market opportunities for students at Western to take advantage of strong academic programs  Market opportunities for students to participate in applied learning opportunities  Market student life opportunities

Goal 3: Market Western as a college that sets the standard in student development & community leadership  All three goals reinforce key messages.  Working with Enrollment Management group on how to market all of these to prospective students & their parents.  Working with student development to market campus experience, especially campus living.  Working with applied learning to promote those opportunities.  All are important in building our reputation and recruiting students.

Institutional Advancement 1. Create a development plan to meet the Foundation and Alumni short-term and long- term goals 2. Generate increased financial support through partnerships

Goal 1: Create a plan for Foundation & Alumni  Create a two-year plan for the Foundation.  Completed Explored funding approaches for Fulkerson Center Reviewed the current scholarship program Developed a process for special events  In progress Clarify relationships of the College, Alumni Association and Foundation Construct & open Fulkerson Center Develop a plan for Planned/Deferred gifts

Goal 1: Create a plan for Foundation & Alumni  Create a two-year plan for the Alumni Association  Completed Develop a plan that establishes links to strategic plan Review alumni publications  In progress Develop an updated alumni directory Establish communication between alumni office and other campus departments Expand alumni involvement in Homecoming Develop an Alumni Association board orientation

Goal 1: Create a plan for Foundation & Alumni  Develop a two-year plan to enhance community relationships & partnerships  Explore present relationships and identify areas of improvement  Develop a process for improving relationships  Develop a process for identifying key individuals in new relationships.

Goal 2: Generate increased financial support and investment through partnerships  Work cooperatively with grants office  Develop a prospect and donor research program  Develop a process for identifying potential donors  Develop a process for educating & cultivating donors  Develop a process for donor solicitation

Goal 2: Generate increased financial support and investment through partnerships  Improve relations with area financial planners  Explore present relationships and identify areas for improvement  Develop a process for improving relationships  Develop a process for identifying key individuals and developing relationships