Marketing Restructuring Proposal

CONTENTS

Overview

Current Organizational Chart

Proposed Organizational Chart

Current Job Descriptions

Current Job Responsibilities

Proposed Job Descriptions

Local College Enrollment and

Staffing Comparisons

Overview

Goal:

Identify current marketing and communication needs to improve college-wide communications,

brand messaging strategies and the effective delivery of services to internal and external

agencies

Facilities Serviced:

North Campus Vehicle Technology Training Center

South Campus Green Building Technology Training Center

City Campus Burt Flickinger Athletic Center

45 Oak Street

Departments Serviced:

Administration (Presidential and Senior Executive Staff)

Faculty (more than 100 academic programs)

Staff (student support services and student life)

Athletics (administration and staff)

Foundation (administration and alumni relations)

Workforce Development (community services and corporate training)

Grant organizations (Pathways, One-Stop or WIA)

Community relations (business and non-profit partnerships)

Services:

Marketing Public Relations

Communications Website

Advertising Social Media

Events Multimedia

Publications Photography

Current Staffing:

Director of Public Relations Senior Clerk Steno

Events Specialist Public Information Officer

Graphic Artist

Marketing Deficiencies:

Market research, planning and enrollment support (communication planning, development and implementation)

Social media and website coordination (fragmented with various staff at different

campuses managing efforts)

Brand identity and strategy (development and implementation)

Improve internal and external communications (communication planning, development

and implementation)

Admissions and electronic communications (digital communications support and

content management)

Increased workload from new initiatives based on current low enrollment trend

Increased workload from new program development

Additional responsibilities associated with new enrollment management structure

(enrollment and strategic planning)

Supportive Narrative:

The Way We Were‐‐The Future is Now

• Public Information Office

• Design and Print Office

• Media Contact Office

• Responsive to client requests

• Communication/Marketing

• Many delivery channels

• Brand champions

• Proactively working with clients collaboratively

Market Realities in Higher Education

• Today’s competitive/crowded market for students and alumni support requires

compelling, distinctive messages executed consistently, frequently and “just in time.”

• Communications/Marketing departments organized in 2011 as they were in 2001 will

not be able to adapt successfully to new market demands.

“We’re the experts” vs. “Let’s collaborate”

• 82% of CMOs say their departments are working more closely with others that “touch”

the customer (eg. Admissions; development)

• 78% say that internal silos are biggest barrier to integrated marketing*

• Buy‐in from faculty/staff/students/alumni is essential for successful execution of the

brand

• Involve, collaborate, seek feedback…and organize to facilitate this

* Source: “Narrative Branding,” web article by Randall Ringer, 5/23/13)

The Basics

• What we generate: editorial copy, photos, videos

• From these we create: print publications, web design and content, email blasts, social

media posts, news, publicity – all to convey our brand marketing messages

• Do we organize around what we generate or what we create?

• How about both?

The (evolving) Lafayette College Model

• VP Communications: market research; brand messaging; “collaborator‐in‐chief”

• Director Communications: editorial content, photos, videos

• Director Electronic Media: web design and production; social media oversight

• Director Design & Print Publications: design and production

• Director Media Relations: outreach and promotion

• Director Athletic Communication: sports info, web, TV

• Each office works with the other to produce the “product”

• The department as a whole works with client departments to meet their objectives

• All of this is strategically linked to the brand and executed based on consistent and clear

messaging

Trends in Marketing Organization

• Moving marketing out of advancement

• Creating a VP level position to lead the effort

• Hiring outside of higher education

• Shifting from “internal Kinko’s” or “press office” to strategic marketing center

• Owning the Web and social media

• Acquiring full responsibility and authority for marketing and brand management

Common Problems

• Organization evolves organically rather than strategically

• We structure to personalities or to “save” people

• Separate staff for print and web

• No incentive to work with marketing and no punishment for not

• Outsourcing too much; not investing in needed FT positions

• Not outsourcing enough; no fresh thinking/group think

• Little or no direction on strategic priorities of institution

• Total lack of planning

• Modus operandi is responding to daily needs as opposed to working strategically toward

established objectives

• Lack of staff dedicated to strategizing with campus units

• Fixation on traditional media and structure to support it

• Oddities; dual‐reports, distributed physical locations, etc.

Staffing to Priorities

• "In the absence of clearly defined goals, we become strangely loyal to performing daily

acts of trivia." ‐Author unknown.

• Many departments are operating without explicit priorities

• Growing enrollment?

• Shaping enrollment?

• Building visibility? (among?)

• Supporting fundraising, corporate relations, government relations?

• Generating media coverage?

Top 20 Marketing Responsibilities*

• Recruitment events • Print advertising

• Admissions print materials • Alumni magazine • Ecommerce with alumni • Facebook

• Media relations • Digital advertising

• Twitter • Radio Advertising

• Monitoring social media • Managing YouTube

• Flash/streaming video • Community relations

• Crisis communications • Market research

• Annual report • Institutional Web site

• Government relations • Alumni portal

* Source: Lipman Hearne/CASE Marketing Spending Report 2011

Critical Functions/Positions

• Leadership & management

• Marketing Strategist

• Editorial and Creative services

• Web Management

• Social media managers

• Media/community/public relations

• Traffic managers

• Support staff

Leadership & Management

Must:

• Attend meetings of general officers

• Set the tone to develop a “marketing culture”

• Inspire creativity & foster problem solving

• Build bridges to faculty and other units

• Encourage campus to adhere to brand standards and visual identity

Should:

• Report to Vice President

Editorial & Creative Services

Must:

• Develop editorial content and design consistent with the institution’s brand

• Assure marketing and communications are consistent across audiences

• Oversee photography and videography consistent with strategic messages conveyed by

editorial content

Should:

• Be cross‐trained to serve the Web and print with equal skill

Web Management

Must:

• Have functional responsibility for the Web; IT is responsible for technology

• Own the home page and all other “top‐level” pages

• Innovate constantly and give users a reason to come back

• Develop and manage implementation of social media strategy

Should:

• Ensure campus receives regular training on how (and why) to use CMS

Social Media Manager

Must:

• Oversees institutional presence on emerging social media

• Pushes out interesting and distinctive content that has the potential to be shared by

those with many more contacts

• Monitors activity on social media sites and coordinates institutional responses on those

sites and on main web site

• Keeps up‐to‐date on emerging social network sites (such as Four Square) and

recommends institutional position on those sites

Should:

• Have a growing team (including a student team)

Media Relations, PR and Community Affairs

Must:

• Be proactive with a plan to infiltrate national media with university stories

• Understands the interdependence of city and university and works with city officials to

promote partnerships

• Be integrated with other members of marketing team; too often MR/PR/CA is isolated

• Instill a customer service mind‐set in all staff

Marketing Strategist

Must:

• Have broad‐based marketing experience

• Be assigned to serve each major unit of the institution

• Manage marketing planning for “clients”

• Generate ideas rather than taking orders

• Have frequent and regular meetings with “clients”

• Develop marketing plans with “clients”

Fundamental Truths

• Organizational structure is ALWAYS informed by institutional objectives

• Organization structure is the biggest barrier to integrated marketing

• There is no such thing as the “perfect” structure

• The role of the marketing department is evolving rapidly and will continue to change

dramatically

• Smaller campuses need proportionately larger staff to cover all critical functions

Organizational Chart Comparisons

Working with Other Units

• Should generate ideas for college, school, or department level marketing as opposed to

simply responding to requests

• Marketing coordinators dedicated to units needs longevity and intimate knowledge

• Some campuses are implementing “hybrid” structures:

– Marketing coordinator reports to Mktg Dept but resides in unit

– Marketing coordinator reports to Mktg Dept and Dean/head of unit

– Marketing coordinator is assigned to unit but reports to and resides in

Culture & Environment

• Stale, quite, and boring don’t work

• Energy, innovation, and creativity typifies a Marketing Communications office

• Team and teamwork are critical

• Splintered physical offices significantly hamper ability to work efficiently

Prioritizing Campus Demands

• Prioritizing impossible without goals established by leadership

• Ask for priorities or set them and ask for approval, then communicate to staff

• Staff to priorities

• Focus on activities that have significant impact

• Avoid being distracted by the noisiest customer

• Embrace the Web, social media, and technology as central to marketing effort and

structure appropriately

Tracking & Measurement

• Media placements (print, broadcast, online, other)

• Web traffic (visits, average time spent, etc.)

• Facebook (fans, page views, interactions per post, etc.)

• Twitter (followers, retweets, etc.)

• YouTube (channel traffic, top videos, etc.)

• eNewsletters (open rates, click throughs, etc.)

• Events (registrations, attendance, etc.)

• Mass media (reach and frequency)

Recommendations and Summary:

Consolidate and grow staff resources to improve marketing and communications, create

efficiencies and increase effectiveness

Department restructuring based on Stamats recommendations, Academic Impressions

expert, area colleges staff and structuring comparisons and amount of increased

services to college

Recommended retitling of the department to encompass marketing and communication

services

As the number of staff positions has been reduced, service needs for the college have grown

requiring structural and operational updates. These needs are due to the growth, ever

changing social communication outlets and competitive market we face to attract new students

while retaining existing students.

Current Public Relations Organizational Chart

Proposed Marketing and Communications Organizational Chart

Current Job Descriptions Public Relations

Lance Konkle Director of Public Relations

Provides information for the development and implementation of the college’s marketing plan

Assists in creative development and supplies creative direction for college materials in the form of, but not limited to, brochures, view books, direct mail pieces, reports, community newsletters and bulletins for production and distribution

Coordination of media buying and scheduling for print, radio, television and other advertising mediums

Develop brand identity while implementing and maintaining brand strategy

Works closely with outside vendors to coordinate printing and production of materials for the college community to be distributed internally and externally

Direct college-wide communications planning

Responsible for internal and external distribution of informational materials

Manages art direction for marketing materials and various major advertising campaigns in the form of television, radio, print, direct mail, web, mobile, social media

Responsible for managing and receiving outside sales solicitations related to but not limited to advertising media outlets, electronic communications, print production and marketing companies.

Management and coordination of college-wide digital media

Collaborates with the Public Information Officer to provide assistance in informational and promotional activities as requested by the college community and president’s office

Works in conjunction with the Foundation on fundraising and alumni initiatives

Manages overall departmental budgeting ($500.000) for marketing, advertising, printing, electronic media and event-related promotions

Works closely with the IT department in coordination of website and social media, design and content management.

Support and coordination of multimedia production and communications

Works with local and national businesses to market, advertise and promote new and existing partnerships

Planning, implementation and maintaining college-wide signage

Report monthly marketing/advertising initiatives at Enrollment Management committee meetings

Participation has a member of the Recruitment/Marketing and Communications committees.

Provides informational and education services to the college community

Supervise and manage work and personnel requires for departmental staff

Coordinate marketing and public relations support with Athletic Department

Performs related duties as assigned

Amy Krasinski Events Specialist

Develop a strategic events program for the college and community

Manage, assist, plan, coordinate and organize college events, from conception through completion

Serve as a liaison to vendors, caterers, decorators, etc. in the planning of events

Assist college departments with knowledge and expertise including event catering, themes, production, entertainment, gifts, promotional items, audiovisual services, print production, sponsorships, marketing and public relations

Support and assist in Foundation fundraising events and activities to meet established goals

Collaborate with internal teams to order invitations, programs and signage to support events, adhering to all deadlines

Work with graphic artists for the production of all event invitations, mailings, programs, signage

Work with internal staff to create event program, agenda and script outlines

Manage event expenses to meet established budgets, provide recommendations for budget planning

Assist in the management of site logistics; manage organization registration, guest table seating

Develop implementation plans and timetables to reach the target audiences and achieve event objectives within the given budget

Manage internal online communications for newsletters, ECC Today, and the Submission Form, including the writing, editing, proofing, approval and coordination of content management

Manage and coordinates messages for campus digital signage

Implement charity event partnerships

Interact and assist media at college events

Develop relationship with vendors in ordering promotional items

Create a thank you system for each event, to ensure thank you notes/e-mails are distributed within one week of event

Produce post-event report detailing event specifics, attendance, revenues, expenses and improvements

Develop and maintain online special events calendar

Maintain college event listing visibility within online resources

Edit and proof marketing and communication materials

Serves as a backup for the public information officer, as needed

Performs related duties as assigned

Michael Farrell Public Information Officer

Identifies, writes and submits media advisories and news releases

Coordinates college-wide news conferences and news media related events

Establishes relationships with the local media

Expands media distribution lists

Establishes and maintains relationships with key reporters

Establishes procedures for employees to use when identifying new stories

Responsible for scheduling college employees to appear on local radio and television programs

Identifies information regarding the president and college community that is news worthy

Departmental staff representation for news development and correspondence writing relative to the president’s office and government relations

Assists in the development college communication procedures and policies

Provides creative copywriting and proofreading services for newsprint, radio, television multimedia and online advertising

Provides creative copywriting and proofreading services for all college internal and external publications, including, but not limited to: brochures, view books, direct mail, reports, and bulletins for production and distribution

College representation and news gathering with internal and external related government and civic planning organizations

Assists with content management for college-wide electronic communications

Responsible for quality control in the form of editing and proofing for Acalog (catalog), website, print publications and marketing materials.

Works in conjunction with departmental and college staff to coordinate communications

Assumes additional communication responsible in the absence of staff members

Writes and post news and announcements to various social media outlets

Takes photographs when assigned

Performs related duties as assigned

Jerome Williams Graphic Artist

Develop, manage and maintain effect visually communications over various platforms of college-wide communications that support and reinforce the colleges brand identity

Develop and maintenance of departmental visual style guide for college-wide usage and adherence

Design and develop print, web and multimedia graphics for the college and college departments, as well as additional support for Athletics, the Foundation and Workforce Development

Types of print publications include: advertising and promotions, posters, postcards, flyers, invitations, greeting cards, catalogs, schedule books, brochures, departmental viewbooks, annual reports, newspaper inserts, Spotlight newspaper, presentation graphics, banners, signage

Work closely with college duplicating services, to ensure quality and timely internal print materials

Collaboration with internal departments with visual communication needs

Printing specifications production for vendor acquisition and print production materials

Coordinate print schedules with vendors to ensure quality control and timely delivery

Responsible for quality of print materials for review, revise and or approval of press proofs toward final production

Coordination of college-wide photography and with outside consultants/services

Maintain a photo library through online and internal program applications

Stay current on Macintosh hardware and software applications (professional growth)

Performs related duties as assigned

Beverly Schuster Senior Clerk Stenographer

Maintain department’s annual budget, which consists of generating requisitions on Datatel (over 130 per year), processing invoices for payment, filing contracts from vendors, using Excel for tracking balances of and payments for these purchase orders.

Handle incoming graphic design jobs requested by staff/faculty of the college that are sent on the Job Request Form to the Public Relations Web site. Process the request--start folder, complete Job Request form in detail, submit to supervisor, add to ongoing job list, give to graphic designer, maintain ongoing job list. Assists graphic artist.

Proofread graphic design work for grammar, structure, clarity. This includes curriculum flyers, brochures, ads, postcards, banners, etc.

Maintain department’s e-mail address ([email protected]) All incoming requests for department is sent to this address.

Generate reports for supervisor, i.e. indicating media/advertising expenditures for ECC’s Open House (fall and spring); Registration (fall and spring)

Compile Outdoor Signage advertising. Distribute information to Maintenance at each campus for posting at each campus

Process print specs. for print jobs

Process department new hires/resignations

Process department travel requests

Process department mileage forms

Administrative assistant to director of department

Answer supervisor’s telephone calls and screen incoming telephone calls

Retrieve, open, and distribute interoffice and USPS mail to office staff

Process completed department staff time cards

Compose memos and letters requested by supervisor

Order office supplies

Maintain calendar of office meetings

Greet staff/faculty/vendors

Relief for staff in President’s Office when necessary

Maintain Public Relations petty cash expenditures

Performs related duties as assigned

Proposed Job Descriptions Marketing and Communications

Position: Director of Marketing and Communications This position would work in conjunction with the Creative Coordinator and Communication Coordinator to lead a communications and creative team to drive the implementation of the college’s marketing and communications plan while supporting the daily promotional needs of the college. The Marketing Communications Director leads a team to develop marketing strategies and communications to build brand equity and consumer/partner engagement. Under the direction of the Associate Vice President for Enrollment Management, the Director of Marketing and Communications will be responsible for leading all Marketing and Communications efforts for the College including but not limited to the development and execution of marketing and communications plans, market research and analytics, branding, web development, social media, digital media, publications (digital and print), and advertising. Strong writing, managerial, organizational and communications skills are necessary. Position Summary The Director of Marketing and Communications would develop, implement, and drive the college’s marketing and communications strategies. This position would direct a highly creative and effective communications team to plan and implement the college-wide marketing and communications, advertising, publications, events, website, social media, electronic communications, multimedia and photography. Job Responsibilities

Prepares and implements the college’s annual marketing plan in alignment with the college’s strategic plan

Coordinates the development and implementation of the college’s communication plan

Oversee collaboration of marketing and creative teams to develop advertising strategy and creative for consumer and trade print, digital consumer and local print.

Budgeting, placement and purchasing of advertising in relationship to college’s marketing budget

Develop annual media plan, marketing plan and budget.

Manage media agency relationships.

Oversee management of social media and develop social media marketing plan and budget.

Develop strategy for all social media platforms including Facebook, Twitter, Instagram, Pinterest, and YouTube to drive engagement.

Research and recommend strategic brand partnerships to build brand awareness and extend consumer reach.

Works collectively with college staff to identify and evaluate trends and events that will affect enrollment

Oversees college’s creative services and communications planning

Directs the coordination of marketing while working closely with the creative and communication coordinators

Works with local and national businesses to market, advertise and promote new and existing partnerships

Receives and manages external business-related calls and solicitations

Develops and manages departmental budget

Oversees direct mail campaigns, including market segmentation of distribution lists

Gathers information from end users to evaluate objectives and goals

Track and measure the level of effectiveness of marketing efforts

Supervises the staff of the department

Position: Communications Coordinator This position would work in conjunction with the creative coordinator to oversee all internal and external communications relative to the execution of the college’s marketing and communications plan while supporting the daily promotional needs of the college. This would include creative writing and editing for advertising, print publications, electronic communications (web, email, social media, ECC Today, Acalog, Recruiter), media relations, photography, multi-media and events. This person would work directly with our communications, digital media, and website team while reporting to the Director of Marketing and Communications. Strong creative, writing, managerial, organizational and communications skills are necessary. Position Summary The Communications Coordinator would be responsible for the design and distribution of college-wide communications. Plans and creates for various vehicles of communication; strategies, tactics, activities and materials for the purpose of conveying communications to internal and external constituents. This position supervises staff to collectively manage print and digital communications. Job Responsibilities

Assist in developing a communication plan and implement it to ensure consistent reinforcement of the college’s marketing and overall strategic plans

Partner with Creative team (marketing and visual communications) to create innovative communication options that integrate messaging, graphics and branding. Leverage various communication vehicles to create energy, momentum and awareness to internal and external markets.

Develop strategy for all social media platforms including Facebook, Twitter, Instagram, Pinterest, and YouTube to drive engagement

Works closely with faculty and staff requesting targeted and mass communications

Provide guidance to individuals and project teams to produce effective client communications strategies in accordance with established documentation standards and style guides

Conceptualize and develop new and engaging methods of communicating with internal and external audiences

Introduce industry best practices and recommendations for process improvement in the areas of internal support communications which may include, but are not limited to, advertising, print publications, electronic communications (web, email, social media, ECC Today, Acalog, Recruiter), media and government relations, photography, multi-media and events

Track and measure the level of effectiveness of all communications

Position: Creative Coordinator This position would work in conjunction with the communications coordinator to oversee all creative visual communications relative to the execution of the college’s marketing and communications plan while supporting the daily needs of the college. This would include advertising, print publications, electronic communications (web, email, social media, ECC Today, Acalog, Recruiter), media relations, photography, multi-media and events. This person would work directly with our graphic design and multi-media team while reporting to the Director of Marketing and Communications. Strong creative, writing, managerial, organizational and communications skills are necessary. Position Summary The Creative Coordinator would provide creative leadership in expanding our brand’s vision through various vehicles and multiple channels of communication. This position supervises staff to collectively manage advertising spanning traditional media and new media, brand identity, advertising, visual communications, print publications, web, multi-media, social media, events as well as current digital advertising trends. This position would require working in direct relation with the Communications Coordinator, and would report to the Director of Marketing and Communications. Job Responsibilities

• Direct creative execution for brand advertising across multiple platforms • Working with internal resources and external agencies to create engaging and

responsive visual communications • Mentor a team of designers to work in conjunction with writers while managing

performance • Drive and inspire creative concepts and new ideas within the department and college-

wide • Partner with marketing and communications team to ensure work is inspiring while

driving creative team to deliver superior work • Coordination of advertising campaign development and implementation • Actively build partnerships with departmental and program units • Stay informed of evolving industry and emerging communication and design trends • Enhance our collective ability to generate brand communications • Identify and scope areas of creative work that can be brought in-house and help build

infrastructure to facilitate • Maintain video and photographic library for visual needs • Work with outside vendors for quotes in order to stay within print budget • Coordinate print production schedules and specification development with printers • Work with team to provide job assignment/scope and workload balancing to ensure

that the project objectives, budgets and timelines can be met • Coordination of multimedia and photography services

Position: Creative Copy Writer This position would work in conjunction with the Creative Coordinator to help oversee all internal and external communications relative to creative copy writing. Efforts would support the college’s marketing and communications plan while maintaining the daily promotional needs of the college. This person would work directly with our creative team while reporting to the Director of Marketing and Communications. Strong creative, writing, managerial, organizational and communications skills are necessary. Position Summary The Creative Copy Writer would coordinate college-wide writing for Marketing and Communications while supporting administrative staff. The position would report to the Creative Director who would deal mainly with the visual images of the marketing and advertising campaigns, while the copywriter provides the verbal or written copy. This may include creating slogans, catchphrases, messages and straplines for printed adverts and leaflets. They are also involved in writing text for web and online advertising, as well as scripts for radio jingles and TV commercials. Job Responsibilities

Write copy for online applications, advertising, print and digital media and other forms of communications and advertising.

Conceive, develop and produce effective copy written advertising campaigns.

Writing clear, persuasive, original copy.

Work with Creative Director to create ideas to support Marketing and Communications.

Write clear and persuasive copy for digital online (websites), brochures, ads, and other means of advertising and communications.

Update digital media with timely content.

Perform search engine optimization techniques.

Revise, edit, and proofread content as needed or directed by supervisor

Respond to feedback in a timely manner.

Work within tight deadlines.

Check copy for spelling and grammar errors (quality control).

Explore different ideas and concepts for both the visual and verbal elements in tandem with the creative team.

Position: Multimedia Specialist This position would work in conjunction with the creative coordinator to oversee all multimedia communications relative to the execution of the college’s marketing and communications plan while supporting the daily needs of the college. This would include advertising, electronic communications (web, email, social media), media relations, and events. This person would work directly with our graphic design and creative copy writing team while reporting to the Director of Marketing and Communications. Strong creative, writing, managerial, organizational and communications skills are necessary. Position Summary This position captures and edits video, audio files and photography to support the college’s marketing and communication efforts. Working with faculty, students, staff and external agencies, this position will be crucial in incorporating multimedia components into college events, presentations, web, email and social media outlets. This position would require working in direct relation with the departments Creative Coordinator and would report to the Director of Marketing and Communications. Job Responsibilities

Monitor, capture, edit and package digital video and stills for internal and external resources to support creative marketing and communications

Develop, build and maintain effective interactive activities, utilizing Flash, InDesign, Snap, or any other multimedia applications, to reinforce learning and achievement at the college

Provide support to faculty and staff, as needed, to build and continuously improve digital communications

Edit video and audio files

Develop and maintain cataloged video and still photographs

Acquire application video from third party organizations

Support creative and technical television broadcast and social media needs

Collaborate with Information Technology, Marketing and Communications to streamline the development timeline, provide job aids for customer interface groups, and provide multimedia marketing collateral

Takes photographs when assigned

Position: Graphic Designer This position would work in conjunction with the Creative Coordinator and drive the creative visual communications that support our brand relative to the execution of the college’s marketing and communications plan. This would include advertising, print publications, electronic communications (web, email, social media, ECC Today, Acalog, Recruiter), media relations, photography, multi-media and events. This person would work directly with our graphic design and multi-media team while reporting to the Director of Marketing and Communications. Strong creative, writing, managerial, organizational and communications skills are necessary. Position Summary The Graphic Designer develops stylistic creative solutions through effective design, typography, color theory, and composition. Would be responsible for creating impactful visuals for both print and digital delivery. The designer would work in conjunction with a creative team to translate marketing and brand strategies into effective and visually-pleasing communications. The Graphic Designer reports to the Creative Coordinator but collaborates with the entire Marketing and Communications team on visual solutions. Job Responsibilities

Visually communicate the overall mission of the college, the message of individual departments, as well as events and programs

Develop and maintain college identity and adhere to style guides

Design and develop print, web and multimedia graphics for the college and college departments, as well as additional support for Athletics, the Foundation and Workforce Development

Types of print publications include: advertising and promotions, posters, postcards, flyers, invitations, greeting cards, catalogs, schedule books, brochures, departmental viewbooks, annual reports, newspaper inserts, Spotlight newspaper, presentation graphics, banners, signage

Work closely with Duplicating, Web Master and outside vendors to coordinate printing, Web graphics and production of materials for the college community

Produce print specifications

Work with outside vendors for quotes in order to stay within budget

Review bluelines/press proofs after receipt from printers, provide necessary changes and/or final approval

Collaborate with PR staff for content, proofing, schedules and administrative support to meet all deadlines

Maintain up-to-date knowledge of Macintosh software

Position: Events and Communications Specialist This position would work in conjunction with the Communications Coordinator to help coordinate departmental and college-related events and activities. The job would assist with internal and external communications relative to the execution of the college’s marketing and communications plan while supporting the daily promotional needs of the college. This would include event support and coordination, creative writing and editing for electronic communications (web, email, social media, ECC Today, digital media). This person would work directly with our communications team while reporting to the Director of Marketing and Communications. Strong creative, writing, managerial, organizational and communications skills are necessary. Position Summary The Events and Communications Specialist would coordinate events and communications to support the college-wide marketing and communications plan. Conceptualize event themes and develop plans (resource planning, pricing, etc.). Write, edit, and proofread digital communications (website, social media, digital messaging), and a variety of promotional materials (brochures, newsletters, messages, etc.). Collaborate with internal communications team to ensure project specifications and deadlines are met. Partner with leadership on fundraising efforts and contribute to department’s strategic planning efforts. Job Responsibilities

Departmental representative for college-wide events and activities

Assist with space contracts and book event space, arrange food and beverage, order supplies and audiovisual equipment, order event signs, and ensure appropriate décor (florals, linens, color schemes, etc.)

Propose new ideas to improve the event planning and implementation process

Serve as liaison with vendors on event-related matters

Work with creative team to create and schedule collateral event materials

Manage and work with volunteer committees on events

Manage and maintain college-wide events calendar

Assist with Foundation participation in partnering on events

Work with communications team to write, edit and proof departmental communications

Scheduling and coordination of digital communications

Supports press and community related events through the President’s Office and PIO

Position: Administrative Assistant The Administrative Assistant provides administrative support to the office which is helpful in running the office smoothly. This administrative assistant would work in conjunction with the Creative and Communications Coordinators while reporting directly to the Director of Marketing and Communications. The administrative assistant helps to ensure that the department is operating at a maximum level of performance and efficiency. Strong writing, managerial, organizational and communications skills are necessary. Position Summary The Administrative Assistant provides office services by implementing administrative systems, procedures, and policies, and monitoring administrative projects. Job Responsibilities

Maintains workflow by studying methods; implementing cost reductions; and developing reporting procedures.

Creates and revises systems and procedures by analyzing operating practices, recordkeeping systems, forms control, office layout, and budgetary and personnel requirements; implementing changes.

Resolves administrative problems by coordinating preparation of reports, analyzing data, and identifying solutions.

Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs; maintaining equipment inventories; evaluating new equipment and techniques.

Provides information by answering questions and requests.

Maintains supplies inventory by checking stock to determine inventory level; anticipating needed supplies; placing and expediting orders for supplies; verifying receipt of supplies.

Completes operational requirements by scheduling and assigning administrative projects; expediting work results.

Contributes to team effort by accomplishing related results as needed. Skills and Qualifications Reporting skills, administrative writing skills, Microsoft Office skills, managing processes, organization, analyzing information, professionalism, problem solving, supply management, inventory control, verbal communication, attention to detail

Position: Webmaster This position would work in conjunction with the communications coordinator to oversee all website communications relative to the execution of the college’s marketing and communications plan while supporting the daily needs of the college. This person would work with our graphic design and creative copy writing/content management team while reporting to the Director of Marketing and Communications. Strong creative, writing, managerial, organizational and communications skills are necessary. Position Summary This position develops and maintains the college website to support the college’s marketing and communication efforts. Working with faculty, students, staff and external agencies, this position will be crucial in communicating the college’s brand messaging student service operations. This position would require working in direct relation with the Creative and Communications Coordinators along with a close relationship with the IT department. Job Responsibilities

• Work with management team to determine the strategy and functions of the website • Ensure that there is a constant supply of high-quality, up-to-date informational content

through design • Establish policies and procedures for managing content to ensure that it complies with

college and technical requirements • Maintain optimal site performance for the maximum number of users, test content to

ensure clear display and fast page loading times using different browsers on desktop computers and the growing range of mobile devices

• Ensure that content meets accessibility requirements • Perform regular checks to repair broken links or fix problems with content, such as

videos or photographs • Add functionality to the website to meet the requirements of the college. • Work closely with the information technology team to integrate the e-commerce

systems with other business functions • Ensure that the site meets the requirements of users, review website statistics and

monitor usage and traffic levels. • Research emerging technologies and services that may enhance the website experience

and plan future enhancements to the site

College Enrollment and Staffing Comparisons

Buffalo State College Enrollment: 13,234 Total Staff: 14 Marketing and Communications

Timothy J Walsh, Associate Vice President Marketing and Communications Colleen Hannon, Associate Director of Web Community + Dev Jerod T Dahlgren, Public Relations Director Lynda Donati, Art Director Donna M Doyle, Secretary Mary A Durlak, College Relations Senior Writer Laurie A Kaiser, Staff Writer Brian C Kantz, Director of Publications Chantel D. Kutzbach, Assistant Graphic Designer Melissa E Meehan, Web Administration Director John Hanson, Web and Digital Writer Mark A. Norris, Web Administration Associate Director and Editor Nancy B Paschke, Assoc Dir Pub/Magazine Editor Daniel J Schmidt, Web Developer

Erie Community College Enrollment: 13,150 Total Staff: 5 Public Relations

Lance Konkle, Director of Public Relations Michael Farrell, Public Information Officer Amy Krasinski, Events Coordinator Jerome Williams, Graphic Artist Beverly Schuster, Secretary

Monroe Community College Enrollment: 12,882 Total Staff: 16 MCC’s College and Marketing and Communications Department handles internal and external communication, including production of major college publications, media relations, web, government relations and college events. Department of Marketing and Communications

Cynthia L. Cooper, Assistant to the President for Marketing and College Relations Debra Davis, Director of Marketing and Communications Rosanna Yule, Assistant Director, College and Community Relations Rosanne Rivers, Marketing and Communications Specialist Colleen Barry, Assistant Director of Communications Janet Ekis, Specialist, College Relations (Social Media) Hency Yuen-eng, Specialist, College Relations (Media Relations/PR) Craig Watkins, Web Content Manager Patricia Drumright, Website Susan White, Secretary Support Julianna Frisch, Manager of Campus Events Courtney Belluccio, Coordinator Yolanda Johnson , Coordinator Ellen Z Gozik, Coordinator, Graphic Services Jeremy Case, Multimedia Specialist

Enrollment Management – Marketing Communications

Anthony Felicetti, Associate Vice President of Academics and Enrollment Management

Hudson Valley Community College Enrollment: 11,620 students Total Staff: 11 Office of Communications and Marketing

Sarah M. Boggess, Vice President for Institutional Advancement Paula Monaco, Director of Communications and Marketing Eric Mowers, Assistant Director of Communications and Marketing Jessica Shahda, Communications and Marketing Specialist Sandra Eyerman, Electronic Communications Editor Kristan M. Pelletier, Athletic Communications Deborah Gardner, Support Staff John Heiser, Director for Creative Services and Graphic Design Mary Beth Mullen, Graphics Specialist Anthony Salamone, Photographic Specialist Tanya Stimson, Graphics Assistant

Nassau Community College Enrollment: 16,330 Total Staff: 11 Office of Marketing Communications

Jeffrey S. Morosoff, Vice President of Institutional Advancement Reginald Tuggle, Associate Vice President of Marketing and Communications Alicia Steger, Director of Marketing and Communications Veronica Smith, Special Projects Coordinator, Community Relations Kelly Lee, Social Media Coordinator Gail Mattimore, Writer, College/Community Relations Kathleen Johnson, College/Community Relations Staff

Website Mary-Jeannette Floratos, Graphic Designer Thomas Conigliaro, Graphic Designer William Baker, Production Staff

*Note: The Marketing Communications Department also oversees Information Services

Canisius College Enrollment: 4,916 Total Staff: 9 Public Relations

Matthew Wojick, Associate Vice President for Marketing and Communications Rene Marcink, Communications Coordinator Cody Weiler, Art Director Eileen C. Herbert, Director of Public Relations Krksitin Etu, Assistant Director of Public Relations Andalyn Courtney, Director of Creative Services David Courney, Director of Web Services Shaun Maciejewski, Graphic Designer Frank Johnson, Graphic Designer