www.delmaar.edu/webcast/

2

PUBLIC COMMENTS:

The public will have an opportunity during the Public Comments portion of the meeting to provide public comments (both general and specific to any agenda item) by calling the toll-free phone line 1-877-568-4106 and entering access code 310-594-181, between 10:00 a.m. and 10:15 a.m. on the date of the meeting, and registering by providing the DMC staff member on the phone line with the following:

a. Name b. Subject of Public Comment (if related to an Agenda item)

After 10:15 a.m., public comment registration will close and the DMC staff member monitoring the toll-free phone line will mute all callers on the line until the Public Comments portion of the meeting. At that time, registered callers and individuals attending in person will be allowed three (3) minutes to make comments in person or by telephone.

AGENDA

ITEMS FOR DISCUSSION AND POSSIBLE ACTION: 1. Discussion related to Strategic Enrollment Management and Marketing Plan

……………………………………….………………Ms. Lorette Williams and Dr. Rito Silva (Goal 2: Recruitment and Persistence)

2. CLOSED SESSION pursuant to:

A. TEX. GOV’T CODE § 551.071: (Consultation with legal counsel), regarding pending or contemplated litigation or legal claims, or a settlement offer, with possible discussion and action in open session; and, the seeking of legal advice from counsel, with possible discussion and action in open session; and,

B. TEX. GOV’T CODE § 551.073: (Deliberation Regarding Prospective Gift), regarding a prospective gift or donation, with possible discussion and action in open session.

CALENDAR: Discussion and possible action related to calendaring dates.

ADJOURNMENT PUBLIC NOTICE is given that the Board may elect to go into executive session at any time during the meeting in order to discuss matters listed on the agenda, when authorized by the provisions of the Open Meetings Act, Chapter 551 of the Texas Government Code

Strategic Enrollment Management and

MarketingDecember 8, 2020

SEM/Marketing Workshop Agenda

• Mission and Goals• Impact of COVID 19• Recruitment vs Outreach• Persistence• Target Demographics• CRO Marketing

Mission and Goals of SEM

Strategic Enrollment Management represents a holistic, college wide collaborative effort, guided by Del Mar College’s mission, vision and strategic plan, to achieve our goals for student persistence and recruitment.

Review National Data During Pandemic

• Community Colleges with minority and low-income enrollment have been the most vulnerable during this pandemic. Inside Higher Education, August 17, 2020

• Community College nationally saw an enrollment decline of 27.5% among Hispanic Students. Inside Higher Ed, November 12, 2020

Enrollment Strategy Short Term Response during COVID

• Virtual Assistance• Face to Face assistance• Added Flex courses• Facebook Live Events • Drive Thru Events• Chat Features on website

DMC Student Profile

Del Mar College Typical Student• 24-Year-old• Hispanic• Female• Enrolled in 7 hours of coursework• Financial Aid Eligible• Working Part-Time

Recruitment vs Outreach

• Recruitment is the process of searching for prospective students and encourage them to apply for the educational programs of the institution.

• Outreach refers to the provision of programs, services, activities, or expertise to those outside the traditional college community.

DMC Recruitment Examples• Discover Del Mar Fall 2018 - 994 students attended, Fall 2019 - 971 students attended• High School College and Career Fairs• Apply Before the Pie Drive Thru Event• Annual Counselor Expo – Virtual Expo Oct. 2020 with 77 High School Counselors• Superintendents Luncheon• Spring Registration T-Shirt Giveaway/Drive-by • Parent Virtual Live Q&A/Chats • Guest Artist Workshops for Local Drama HS Students• Free Private Lessons to High School Students• Dental Clinic Tour for High School Students• Presentation at Destination College Events• Disability Office presentation to families at High Schools

DMC Outreach Examples

• Valdar Activities• 20 elementary/middle school visits Fall 2019 • 14 community events Fall 2019

• 8th Grade CCISD Tours on West Campus• Haircuts to community• Host UIL Events• Alzheimer’s Walk• Public Awareness of Sexual Violence• Harbor Lights Festival• Christmas in the Dog Park• Skills USA• La Palmera Mall – Community Booth Display

Definition of Persistence

• The College provides resources to support students continuous enrollment until completion of educational goals. -Del Mar College Strategic Plan 2019 -2024

• The rate at which students persist in higher education, often as measured by the percentage of students who continue in higher education from one year to the succeeding year. - THECB Resource Manual

Photo of student learning

Examples of Current Practices in Persistence

• Academic Rescue Program• Operation RECAPTURE• Registration Rallies• Contacting students to remind them about

scholarships for education and childcare needs

• Recorded Outreach Messages • Veterans Services Outreach contact

Veterans enrolled in 2019 – 2020, but have not registered for 2021

SEM Master Plan and Timeline

• “The most effective strategic enrollment plan draws from the overall institutional strategic plan to set direction for the SEP Process”-Strategic Enrollment Planning: A Dynamic Collaboration, Ruffalo Noel Levitz, 2016, p. 28

• DMC SEMP Alignment with adopted Strategic Plan

• DMC SEMP will be presented Fall 2021

SEM Persistence Goal #1 Increase Completers

• Target students who have 75% course work completed to make sure they complete on time.

• Strategies:• Use Civitas for Nudge Campaigns

• 31 SENDA Faculty Advisors assigned cohort according to major.

Goal #1 Increase Completers

• Anthology/Campus Management

SEM Persistence Goal #2 Make More Sophomores• Target – students with 16 to 29 hours to make sure

they persist to their sophomore year.• Strategies:

• Civitas Nudge-Students with 16-29 hours will be engaged by their respective dept. major.

• Civitas Nudge-Stop outs within last academic year will be outreached by depts.

• Guided Pathways make sure students are on track.

Goal #2 Make More Sophomores• 8-week semester to encourage full time enrollment

• Ad Astra – strategic scheduling

SEM Persistence Goal #3 Dual Credit Matriculation

• Target – Increase the number of dual credit students that matriculate to Del Mar College from 34% to 45% by 2024

• Strategies:• High School Endorsement to Guided Pathways • Parent Outreach-Engage with senior parents for value added to completing

core before moving on the university.

SEM Recruitment Goal #1 Students Who Applied but Did Not Register

• Target students who applied in Spring 2020, Summer 2020 and Fall 2020, but did not attend.

• Strategies:• Use of Civitas to contact stop out students• Student Enrollment Center strategic

communication points.

SEM Recruitment Goal #2 Increase the numbers of High School Seniors matriculating to DMC

• Target HS Seniors in the regional High Schools to attend DMC

• Strategies:• ACT Names for 2020 & 2021 graduates; • Acquire senior lists from local • TACRAO List

SEM Recruitment Goal #3 Non-Traditional Students

• Target adult population seeking short term training

• Strategies:• Partner with Workforce Solutions of the Coastal

Bend • Incorporate short-term training programming

through DMC’s Adult Learning • Partner with area business & industry

College Relations Office Marketing Support

External: Anderson Marketing Group

• Digital Tactics

• Streaming TV/Radio

• Outdoor Billboards

FOCUS: broad enrollment campaigns released by semesters

Internal: CRO Marketing SupportFOCUS: targeted campaigns with custom messaging using directory data

• Social media (paid/unpaid)• Website updates• Direct mail postcards• Custom email/text messaging

campaigns• Outdoor digital billboards• Search engine marketing

Data Driven Marketing & MessagingFOCUS: targets users based on search preferences, phone number, email address, age, location, and interests

• Provides instant feedback

• Drives potential customers back to DMC website

• Provides means to measure

October Minimester Campaign • Campaign included: YouTube

ads, Facebook/Instagram story and regular ads, BLIP billboard

October Minimester Results

• Clicks to campaign landing page: 65 per day• Average time spent on webpage: 2 minutes, 38 seconds

Southside CampusCommunication/Marketing Plan

Marketing the new southside campus to potential students while ensuring and maintaining effective recruitment and retention practices.

Purpose

To provide a phased marketing/communications approach that will include:

• Developing and finalizing a southside DMC rebranding process

• increasing public awareness related to the southside campus and its course offerings;

• targeting prospective students with clearly defined recruitment tactics;

• and monitoring feedback and recruitment/retention efforts.

ALWAYS RETARGETING AND REFINING THE PROCESS

Goal

Much to Market

Southside/London Area Growth

SOUTHSIDE AREA GROWTH 2.04% ANNUALLYVS. CORPUS CHRISTI 0.99% ANNUAL GROWTH

39% CURRENT STUDENTS WHO LIVE IN SOUTHSIDE AREA

LONDON AREA GROWTH 7.29% ANNUALLYVS. CORPUS CHRISTI 0.99% ANNUAL GROWTH

Potential Southside Student Market

2020 168,700

3,500 FULLY-OPERATIONAL BASELINE ENROLLMENT GOAL

2030 175,700

Pop Age 18-64

Adult Population

2020 Facility Programming DATA: 465,400 ADULTS IN SERVICE AREA

2% •POPULATION DMC SERVES 3% GOAL (15K STUDENTS)

35.5 MEDIAN AGE

PHASE ONE: Fall 2020-Summer 2021 FOCUS: develop and finalize southside DMC rebranding process

PHASE TWO: Summer 2021-OpeningFOCUS: increase public awareness related to the southside campus and its course offerings

PHASE THREE: Spring 2022-OpeningFOCUS: target prospective students with clearly defined recruitment tactics

MAINTENANCE PHASE: Campus opening (2022) and beyondFOCUS: monitor feedback and recruitment/retention efforts

General Timeline

• Review existing DMC board policy ‘B3.7 Naming of Building and Other Recognition: Revised May 14, 2019’

“Campuses and Complexes shall not be subject to naming recognition or naming rights as those collections of facilities are better reserved for geographic, functional or related descriptions.”

• Develop rebranding process

• Select and approve final DMC rebrand

FOCUS: develop and finalize southside DMC rebranding process

PHASE ONE: Fall 2020-Summer 2021

Will include:• Developing a distinctive sub-brand naming convention for the new

southside campus• Developing distinctive sub-brand naming convention for existing East and

West Campuses• Possible update of the College’s logo and tagline

FOCUS: develop and finalize southside DMC rebranding process

PHASE ONE: Rebranding Process

Won’t include:• Changing the name of the College• Changing the College Mascot name or likeness

PHASE ONE: Timeline

FOCUS: increase public awareness related to the southside campus and its course offerings

• Begin creative services concepting for integrated marketing campaign• Launch integrated marketing campaign

General Public

DMC website

Social media

Subscriber email campaigns

Events/Venues for discussion

Current Students

Direct email/mail campaigns

Internal SMS

DMC mobile app-VIKING GO

WebDMC

Prospective Students

DMC website

Social Media

Direct digital campaigns

Events/Venues for discussion

Media

Media Releases

Press Conferences

PHASE TWO: Summer 2021-Opening

FOCUS: target prospective students with clearly defined recruitment tactics

• Tactic: Send targeted direct mail to zip codes surrounding Southside campus area (ex: dual credit, university transfer, program specific)

• Tactic: Use geotargeting to deliver online digital/social media ads promoting registration/program offerings

PHASE THREE: Spring 2022-Opening

FOCUS: monitor feedback and recruitment/retention efforts

• Review Fall 2022 registration analytics

• Review website traffic to key Southside related landing pages

• Review data and engagement from online/social media ads

PHASE FOUR: Maintenance

Implement Phase 1 of the plan

Present recommended rebranding process at February board meeting

Identify stakeholders to be included in process

Next Steps

FEEDBACK/QUESTIONS?