| Objectives |
Responsibility |
Target Date |
Action Plans |
Outcomes |
Status |
| 6.1 Conduct a marketing study to confirm the image and enhance the branding of the College. |
1. Institutional Research |
Ongoing |
1. Compile current data |
1. Marketing and branding study for Lehman College that can be used for admissions materials website, and alumni magazines. |
1. Marketing and institutional data are routinely compiled in offices of Institutional Research and Institutional Advancement. This data will serve as the first step in an overall marketing and branding study during 2006. |
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2. Enrollment Management, V.P. Institutional Advancement, and Media Relations |
Sept. 2005 |
2. Develop scope of work for college marketing. |
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Completed.
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3. Enrollment Management, Institutional Advancement, Media Relations and Career Services (w/ consultant) |
Feb. 2006 |
3. Hire marketing firm. |
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Marketing firm selected |
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4. Enrollment Management, Academic Affairs, Media Relations, and Career Services. (w/consultant) |
March 2006 |
4. Survey constituencies, e.g., alumni, high school counselors, major employers and prospective students as well as current students, faculty and staff. |
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Focus groups held in Spring, 2006. |
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5. Enrollment Management, Academic Affairs, and Media Relations (w/consultant) |
April 2006 |
Compile information, write report and distribute findings. |
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Report distributed Spring 2006. Accepted Summer 2006. |
| 6.2 Develop and execute a communication plan to brand and market Lehman College. |
Media Relations in conjunction with Enrollment Management |
May 2006 |
1. Apply data and feedback to prepare a communication plan to brand and market Lehman College. |
1. Constituent-focused communication plan. |
Plan expected Summer 2006. |
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Sept. 2006 |
2. Prepare and produce new recruiting materials. |
2. New recruiting materials are available for use in recruiting Fall 2007 Class. |
Expected Summer/Fall 2006. |
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Oct. 2006 |
3. Develop ads related to recruitment & strategies and build in method of measuring effectiveness. |
3. New print advertising campaign. |
2006-07 ads to be built on new branding/marketing strategy. |
| 6.3 Establish broader communication networks to reach internal and external audiences. |
1. Media Relations |
Sept. 2005
|
1. Conduct study of competitive and/or well-regarded websites against established website standards and conduct internal needs assessment of website. |
1. Comparative analysis of College websites with recommendation for new web format. |
1. New website projected for Fall 2007. |
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2. Media Relations |
Sept. 2006 |
2. Redesign the website to be constituent-friendly. |
2. New website that focuses on constituents. |
2. Admissions microsite launch date Summer 2006. |
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3. Media Relations |
Jan. 2005 |
3. Produce e-newsletter |
3. Lehman e-newsletter produced on the website on a regular basis. |
Lehman E-News published bi-monthly. CASE award. |
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4. Enrollment Management |
Feb. 2006 |
4. Add technology column to Lehman e-newsletter. |
4. A technology column will illustrate the use of technology in each division on a periodic basis. |
4. Completed 1/29/06. |
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5. Student Affairs, Enrollment Management & Information Technology |
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5. Develop training program for student email. |
5. Regular form of email communication with students is established |
5. Working to develop training system and segment messages. |
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6. Enrollment Management. & Media Relations |
Oct. 2006 |
6. Prepare ads in various media consistent with communication plan. |
6. Advertising campaign planned and initiated. |
6. Ad campaign in keeping with new brand projected for 2006-07. |
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7. Student Affairs & Information Technology |
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7. Revamp campus television system to feature Lehman-based programs. |
7. Lehman-based programming aired on campus television system. |
7. Student Affairs working with IT to diversify programming to include lectures, info videos, CNN, CUNY TV, Bronxnet, etc. |
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8. Media Relations |
Sept. 2007 |
8. Redesign Lehman Lightning as an alumni magazine. |
8. Image of college enhanced; greater recognition given to faculty, students and alumni accomplishments; branding reinforced to alumni and other external constituencies. |
8. In Scope of Work for marketing firm. Spring '08 new projected date. |
| 6.4 Increase the number of well-prepared students applying to Lehman as their college of first choice. |
Enrollment Management Council with the support of Institutional Advancement and Alumni Relations |
Sept. 2005 and ongoing |
1. Focus marketing efforts on specific programs (on a rolling basis) and geared toward target audiences (undergrad, transfer & grad). |
College will meet enrollment goals and targets (as reported in Lehman College 2005-06 Goals and Targets). |
1. Advertising plan for 2005-2006 targets media for each group. This year’s theme is "You’ll Believe It When You See It." |
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2. Inform alumni who are high school teachers and counselors about the advantages of Lehman for their students. |
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2. Plan to be developed. |
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Fall 2007 |
3. Send marketing postcard to alumni when the new website is completed. |
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3. Part of marketing plan. |
| 6.5 Increase alumni participation in the life of the College. |
1. Alumni Office |
Sept. 2005 |
1. Strengthen LC Alumni Assn Bd of Directors. An Alumni Board will have 15 voting members. |
Lehman College Foundation meets annual fundraising goal. Lehman Alumni are represented in marketing materials. Lehman Alumni serve on College related volunteer boards. |
1. In progress, the Board has 13 members. |
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2.Alumni Office |
Quarterly meeting |
2. Implement fully functioning programming & nominating committees that focus on drawing alumni into the life of the College. |
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2. Programming and nominating committees in effect. |
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3. Alumni with Career Services. |
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3. Establish career development programs between alumni and students, based on use of technology and personal networking. |
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3. Networking program held May 2005. Working with Career Services for 2007 program. |
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4. Media Relations |
Ongoing |
4. Feature alumni in recruiting, advertising, College publications and the website. |
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4. Alumni featured in publications and website as warranted. |
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5. Institutional Advancement |
Ongoing |
5. Secure alumni participation in College 501(c) 3 boards. |
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5. Alumni represented on all 501 (C) 3 boards. |
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6. Alumni Office |
Ongoing |
6. Increase number of alumni attending College events. |
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6. Alumni attend many campus events and all special fund raising events. |
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7. Annual Giving |
Ongoing |
7. Increase number of alumni contributing to the Lehman College Foundation. |
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7. Alumni participation increased annually 16.8% in FY 2005 (6/30/04-6/30/05). |
| 6. Attract individuals and organizations that will contribute to the life of the College. |
1. Institutional Advancement, Academic Affairs & Media Relations |
Ongoing |
1. Build on the Herbert H. Lehman legacy and the principle that Lehman College because of its location, high quality programs and low cost access provides the most significant avenue to baccalaureate and graduate-level education in the Bronx. |
1. Lectures, publications & events highlight Gov. Lehman's legacy. |
1. Lehman Lightning (Spring 2005) included story. President's Report (2005) included story on HHL Bust. Also ran dedication story in Lehman E-news. |
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2. Institutional Advancement |
2006 |
2. Recruit corporate and community leaders to serve as board members and/or committee members who promote the College. |
2. 501(c) 3 Boards reach size stipulated in by-laws. |
2. Themes emphasized at Lehman College Foundation Fall Gala. All boards are building their membership. |
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3. Chair of business program. |
2006 |
3. Recruit business professionals to serve on Board of Business Advisors. |
3. Board of business advisors is created. |
3. To be initiated during 2006-07 academic year. |
| 6.7 Improve the College's ranking in national surveys. |
1. Institutional Advancement |
Spring 2005 |
1. Study request for qualitative and quantitative data required by surveys. |
1. Analysis of data requests |
1. Completed |
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2. Institutional Research & Enrollment Management |
Spring 2005 |
2. Collect qualitative and quantitative data required by surveys. |
2. Collection of required data. |
2. Completed |
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3. Institutional Advancement |
Winter 2006 Spring 2006
Fall 2006 |
3. Send materials to U.S. News and World Report reviewers. |
3. College mailings and e-newsletters go to opinion leaders. |
3. Data entry completed, mailings done on regular basis. |
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4. Enrollment Management & Media Relations |
Oct. 2006 |
4. Consider a "branding email," based on data compiled in 6.1 and 6.2 (series of short messages carried in every College email). |
4. "Branding email" goes with every college email message. |
4. Marketing firm to consider this option as part of "branding" project. |
