Northeast Lakeview College Institutional Effectiveness Plan Public Relations

Transcription

1 Northeast Lakeview College Institutional Effectiveness Plan Public Relations Unit Coordinator: Kathleen Labus Plan Completed Date: August 31, 2014 Preparer of Report if other than Coordinator: [Name] Report Completed Date: September 15, 2014 Other Report Contributors: The Annual Institutional Effectiveness Plan for this Unit supports the following goals of the Northeast Lakeview College Strategic Plan INSTITUTIONAL STRATEGIC GOALS & INSTITUTIONAL EFFECTIVENESS INDICATORS & ACTION PLANS (Goals must be related to the unit s function.): Unit 1: The PR department will increase the extent to which information is shared within the institution by 7% Unit 2: The PR department will increase the extent to which open and ethical communication is practiced at this institution by 6.5% Unit 3: The PR Department will produce and disseminate weekly publication to provide timely college information in one place Unit 4: The PR department will measure the effectiveness of its current communication method to employees INSTITUTIONAL STRATEGIC GOALS: IG 5: NLC will maintain a culture of collegiality, open communication and professional excellence. INSTITUTIONAL EFFECTIVENESS INDICATORS & ACTION PLANS: EI1 Provide a team environment that encourages cooperative interaction Unit 5: The department will increase and enhance media relations and promote Northeast Lakeview College to the external community Unit 6: The department will effectively market Northeast Lakeview College to service area by utilizing digital technology mediums Unit 7: The PR department will launch an enhanced online job request form that will increase the ability to track work orders INSTITUTIONAL STRATEGIC GOALS: NLC will serve the community as the primary educational resource and as a responsible civic partner. INSTITUTIONAL EFFECTIVENESS INDICATORS & ACTION PLANS: EI 1 Community awareness within district and in special service region ACTION PLAN 1: Develop innovative marketing strategies to enhance community presence and awareness of College services. Institutional Mission Northeast Lakeview College is a public community college within the system of Alamo Colleges, established in partnership with its communities, that is focused on student success through the offering of Associate degrees and continuing education, promoting engagement in civic activities and organizations, and encouraging participation in cultural and enrichment programs. Administrative or Educational Support Unit Mission Statement: The goal of Northeast Lakeview College's Office of Community & Public Relations is to promote and publicize the College, its programs, and the events that mirror the Northeast Lakeview College mission.

2 (IMPACT) - Provide a summary of the strategies for improvement that have been implemented based on previous assessment results. Unit 1: Using the results of the Personal of the College Environment (PACE) Survey, the department will determine which information is lacking or missing from internal communications pieces currently used PACE survey results shared with college community at all-college meeting in May Department is still awaiting results of the new survey. Unit 2: Using the results of the Personal of the College Environment (PACE) Survey, the department will use college meetings as avenue for more open and ethical communications. Ethical and open communication discussed at all-college meeting in May Employees have been reminded several times (through various avenues) how they can receive information on projects, college initiatives, etc. Unit 3: The PR department continues to distribute The Monday Minutes Report (weekly enews). The department gathers important for distribution, drafts the weekly e-news and ensures its distribution by noon on Mondays weekly. The focus of the publication is to highlight important initiatives from the previous week and provide an update on upcoming events and activities. Unit 4: The department surveyed employees to better understand the effectiveness of the college weekly e-news (I,e, Monday Minutes). Results have been gathered, presented to administration along with recommendations. Unit 5: The PR Department promoted more college events, activities and accolades through more media outlets and used more external communication methods like social media and community newsletters. Additionally, the college hosted three community listening sessions to provide more awareness about the college and to better understand how the community would like to receive information about the college. Unit 6: The PR department enhanced it use of social media by providing more updates each week on college activities on these platforms. Additionally, NLC piloted the use of retargeting as an online advertising medium. Unit 7: The PR department developed its online work order request form and is currently in the pilot stage. This work order is on the same system as employees use to place IT work order requests. The online work order form will allow the department to pull quick data reports and better track job requests.

3 Unit 1 The department will provide accurate and timely dissemination of College information to internal constituent groups, including employees and students. The PR Department will Produce and disseminate weekly publication to provide timely college information in one place (the Monday Minutes report). /INDICATORS OF SUCCESS: Distribute 50 weekly Monday Minutes. ACTIVITY VOLUME: Track number of Monday Minutes reports disseminated throughout the year. Results 50 e-news (Monday Minutes disseminated) These Monday Minutes have been the college s weekly method of information dissemination since Modifications have been to publication based on feedback received over the years. While the college will continue to use this method of communication, the tracking of these reports will be phased out. The PR department will replace this unit plan with the establishment and tracking of a quarterly newsletter. UNIT ACTION STEPS: 1. Gather information weekly 2. Ensure that information is submitted to PR by the deadline 3. Produce and disseminate publication on-time (on or before) each Monday at noon. ACTION PLANS FOR IMPROVEMENT - Action Plan for Improving Program Outcomes 1. Using the results of the employee internal communications survey, the PR department will modify and enhance the publication as needed over the course of the academic year 2. The PR department will develop an online e-news template to allow for more images and photographs to be used in the publication 3. The PR department will develop a quarterly newsletter focused on assessment and accreditation (two areas that the college community wanted more information on).

4 Unit 2 provide accurate and timely dissemination of College information to internal constituent groups, including employees and students will measure the effectiveness of its current communication method to employees UNIT ACTION STEPS: Survey employees regarding weekly e- newsletter (Monday Minutes) effectiveness /INDICATORS OF SUCCESS: Survey results that yield: 30% response rate 60% satisfied w/internal communications 50% Monday Minutes is a good tool for internal communications EXTERNAL REPORT: Survey results Results Survey conducted at all college meeting in May 2014; Employee Internal Communications Survey Polled Friday, May 02, 2014 at First Friday Respondents Count: 94 Question 1: My Classification is. 48% a) Faculty 42% b) Staff 10% c) Administrator Question 2: How important is internal communication to help you succeed at your role at Northeast Lakeview College? 73% a) Very Important 22% b) Somewhat Important 02% c) Neutral 01% d) Not Really Important 01% e) Not Important At All Question 3: How satisfied are you with the internal communication you receive at Northeast Lakeview College? 16% a) Very Satisfied 31% b) Satisfied 28% c) Neutral 15% d) Dissatisfied 11% e) Very Dissatisfied Question 4: How satisfied are you with Monday Minutes as a tool for internal communication? 33% a) Very Satisfied 41% b) Satisfied 16% c) Neutral 06% d) Dissatisfied 03% e) Very Dissatisfied Question 5: How satisfied are you with the bulleted-style format of Monday Minutes? 33% a) Very Satisfied 38% b) Satisfied 17% c) Neutral 03% d) Dissatisfied 09% e) Very Dissatisfied Question 6: Ideally, the length of a weekly e-newsletter, like Monday Minutes, should be: 46% a) 1 page 49% b) 2-3 pages 02% c) 3-4 pages 01% d) 4 or more pages 02% e) I do not read Monday Minutes Question 7: The Monday Minutes currently contains information for employees including alerts, news, upcoming events and announcements. Which of the following should be added? 02% a) Student success stories 13% b) Employee highlights and accomplishments 14% c) Institutional data 30% d) All of the above 40% e) I like current content ACTION PLANS FOR IMPROVEMENT - Action Plan for Improving Program Outcomes Results indicate that 47% of employees surveyed are satisfied with internal communications at NLC (did not meet the 60% anticipated rate) More than 50% of employees surveyed indicated that the Monday Minutes (e-news) is a good tool for internal communications RECOMMENDATIONS: Based on survey results, the public relations office will: Keep Monday minutes as a tool for internal communications Survey employees to discuss specifically what about internal communications is missing/lacking to get internal communications satisfaction rate to 60% Keep the Monday Minutes at a maximum of 3 pages

5 Unit 3 increase and enhance media relations and promote Northeast Lakeview College to the external community promote college events, activities and accolades through media outlets and external communication methods. /INDICATORS OF SUCCESS: Enhance positive media awareness by maintaining the number of media impressions of 2,399,908 and increasing # of press releases by 5% N= 26 Results 27 new releases generated for Media impressions totaled 2,486,642 Increase of media impressions by 3.6% Impressions breakdown: Tv = 250,223 Print= 1,378,985 Electronic= 857,434 TOTAL: 2,486,642 UNIT ACTION STEPS: 1. Solicit the departments, committees, and student groups for newsworthy events 2. Target producing three media releases and/or news stories a month ACTIVITY VOLUME: media impressions gathered through media monitoring service and tear sheets INTERNAL REPORT: number of releases generated ACTION PLANS FOR IMPROVEMENT - Action Plan for Improving Program Outcomes Analysis indicates that generating more press releases generated more media impressions. RECOMMENDATIONS: Increase news items publicized on television news outlets by 5% for FY 2015 (from 1 news story for 5) Increase news articles (free publicity) in local high school publications (1 news article in each of the four feeder school districts)

6 Unit 4 Effectively market Northeast Lakeview College to service area. Utilize digital technology mediums to market Northeast Lakeview College and communicate with internal and external constituents. UNIT ACTION STEPS: 1. Market social media accounts to increase followers 2. Increase # of social media posts 3. Increase number of engagement posts /INDICATORS OF SUCCESS: Increase social media by 5% EXTERNAL REPORT: social media engagement using google analytics and other online reporting tools Results 15.2 % increase Facebook 144% increase in followers on twitter The PR department will focus on engagement and increasing its engagement on social media sites (Facebook engagement detailed below) Twitter just began offering engagement stats in January so 2014 will be a baseline year. TWITTER 1/17/ followers 10/1/ followers Total gain: 134 ACTION PLANS FOR IMPROVEMENT - Action Plan for Improving Program Outcomes The public relations department has increased in following on social media over the past academic year. RECOMMENDATIONS: The PR office will utilize social media platforms for engagement, rather than just information The PR office will launch a new social media site for its recently named mascot Revisit the digital communications report produced in FY 2013 and develop/present document for FY 2015

7 Unit 5 utilize digital mediums to promote Northeast Lakeview College and communicate with internal and external constituents. Explore the use of retargeting as a marketing strategy for FTIC s UNIT ACTION STEPS: 1. Use external vendor to set-up, track, and supply data for online marketing of NLC 2. Enhance marketing efforts to service area HS /INDICATORS OF SUCCESS: Use retargeted marketing to increase online marketing to service area by 5% EXTERNAL REPORT: Online report generated that indicates service area reached, # of impressions, and click -throughs RESULTS: GOALS MET Results 1. Impressions exceeded target of 50,000 paid 2. Would like to see an improvement/increase in number of click throughs 3. This data will be used as a benchmark year, since this is the first year the tool of retargeting has been used ACTION PLANS FOR IMPROVEMENT - Action Plan for Improving Program Outcomes The PR department will use a similar retargeting method to promote Fall 2015 and will compare results before discontinuing this advertising method. Because retargeting is fairly new in advertising, the PR department will need to track results for at least three years to determine a trend line.

8 Unit 6 utilize digital mediums to promote Northeast Lakeview College and communicate with internal and external constituents. launch an enhanced online job request form that will increase the ability to track work orders UNIT ACTION STEPS: 1. Launch enhance online job request / work order form 2. Form will increase the efficiency of tracking/submitting news leads /INDICATORS OF SUCCESS: Enhanced job request/online work order will be launched External Report/online form complete Results Job request template finalized by district IT and in its pilot stage. Will launch to entire campus in Spring This enhanced online job request form aligns with other work orders on campus by using the TrackIt system. 2. The online form will provide reporting data to allow the department to track its projects more efficiently ACTION PLANS FOR IMPROVEMENT - Action Plan for Improving Program Outcomes Will launch to entire campus in Spring 2015 Will utilize reporting tool to calculate job requests/outline projects/departments requesting the work