The document provides an overview of the Integrated Marketing, Outreach, Recruitment, and Retention Initiative (IMOR2) Advisory Committee meeting kick-off. It discusses the purpose and scope of the IMOR2 initiative to strengthen the Maricopa Community College District's brand identity and shift to a retention-based culture. It outlines the initiative's vision, goals, foundational strategies, projects, and advisory committee structure and expectations. The document also describes the process being used for the brand identifier project to develop a new unified brand for the community college district.

1. Integrated Marketing,
Outreach, Recruitment,
and Retention Initiative (IMOR2)
Advisory Committee Meeting Kick-Off
August 30, 2013
by Kevin Bilder & Project Leads

2. Welcome
Thank you for being a part of this initiative.
We truly appreciate your willingness to serve
as an Advisory Committee Member.

3. Ice Breaker
XXX

4. Ground Rules: Critical for Success
• Advocacy for students and employees
• Appreciation and support of ONE Maricopa
• Critical thinking
• Problem solving
• Support for process efficiency
• Systems thinking
• Understanding how multiple colleges operate
• Willingness to change

5. ONE Maricopa and IMOR2
It is our commitment to do our part in creating an
even better Maricopa.
• Helping students succeed
• Using public resources efficiently and effectively
• Working together as “ONE”

6. ONE Maricopa and IMOR2
• Collaborating more to provide better service
• Thinking differently, creatively, and outside the box
• Embracing doing things differently
• Moving towards a new and better tomorrow

7. The Changing Landscape
Focus on student success…
 Governing Board Outcomes
 MCCCD Strategic Plan
 System-wide Enrollment Management (SEM)

8. The Changing Landscape(con’t)
 Seamless Student Experience (SSE)
• Single financial aid process, single transcript,
single student record, single admissions
application, etc.
 Student Success Initiative (SSI)
• Assessment, placement testing, orientation,
advising, college success course, tutoring, etc.
 Students and the community do not see us as a
unified entity but as separate institutions.

9. The New Student Experience
As a system, we are changing the way students
experience our colleges from their first point of
contact to transferring, graduating, and
completing their goals.

10. The Student Experience: Ideal State
DRAFT - 5/29/2013

11. IMOR2 Leadership
Executive Sponsors
Dr. Maria Harper-Marinick Dr. Chris Bustamante
Dr. Linda Lujan Dr. Shari Olson
Steering Team Members
Dr. Linda Lujan Dr. Felicia Ganther
Tom Gariepy
Core Team
Kevin Bilder Ralph Campbell
Jesus Chaidez-Hernandez Genesis Toole

12. IMOR2 Plan Development
Business Teams

13. IMOR2 Stakeholder Groups
Achieving a College Education
(ACE)
Institutional Research Council
Athletics Council Occupational Deans Council
Career Services Council One Maricopa Marketing Directors
Council
Counseling Instructional Council New Student Orientation Council
District Academic Advisement
Council,
Seamless Student Experience Core
Team
Deans of Students Council SOAR Council
District Division of Academic and
Student Affairs
Directors of Student Life
Hoop of Learning Veterans Services Council

14. IMOR2 Vision
• To review, replace, and improve the brand
identity and to shift towards a retention-based
culture.
• To re-define, re-examine, and re-evaluate:
• who we are
• where we are going
• what we want to be
• how others see us in the community
• To re-tool our brand and re-focus on retention.

15. IMOR2 Vision
Connect students to the resources they need
to be successful.
• Branding
• Marketing
• Outreach
• Recruitment
• Retention

16. IMOR2 Initiative Perspective
• A paradigm shift that will strengthen our internal and
external brand by connecting students to the resources
they need to complete their goals.
• An ambitious District-wide undertaking that needs to
occur in tandem with SSE, SSI, and SEM implementations
• A paradigm shift of this magnitude will create certain
risks and challenges some can be anticipated and others
will not.
• As specific areas are being addressed by SSE, SSI and the
SEM initiatives, IMOR2 will need to address related
aspects of the challenges and obstacles in a systemic and
collective manner.

17. Purpose
IMOR2, in support of the Seamless Student Experience,
Student Success Initiative, and other District-wide initiatives,
will facilitate access, retention, and student success through
integrated marketing, outreach, recruitment, and retention
efforts.
This will be accomplished by:
• Implementing a student-centric and outcome-oriented plan.
• Emphasizing the promotion of enrollment and strategies for
retaining students.

18. IMOR2 Initiative Scope
• Strengthen the District’s brand
• Focus on image management and student success
• Promote our educational opportunities
• Focus on specialized and targeted populations
• Increase student access to programs and services

19. IMOR2 Initiative Scope (con’t)
• Align the use of system-wide tools and websites
• Unify communication efforts throughout student
lifecycle
• Keep in mind that retention begins at the first
point of contact
• Measure and increase the efficiency and
effectiveness of efforts

20. IMOR2 Status Update Highlights
• CEC and Governing Board have endorsed the initiative
• Non-negotiables approved by the Chancellor, Provost,
and CEC
• Executive Sponsors and Steering Team members
determined
• Core team member participation extended for 1 year
• Advisory Committee established
• Written plan drafted and being reviewed
• First-year deliverables are being finalized

21. IMOR2 Non-Negotiables
• Single Brand Identity
• Unified Messaging and Naming Conventions
• Unified Website Architecture
• Common Communication Tactics and Tracking Mechanisms
• Unified Retention-Based Employee Training
• One System to Monitor Plan Execution

22. Initiative Alignment

23. Student Success DNA:
How initiatives align and work together to help students achieve their goals.
Integrated Marketing,
Outreach, and Retention (IMOR2)
(Cell Membrane – controls information
going in and out, maintains the public
integrity of processes, and ultimately
guides students through the experience)
Single Brand Identity
Unified Messagingand Naming Conventions
Unified Website Architecture
Common CommunicationTactics and Tracking
Unified Retention-Based Employee Training
One System to Monitor Plan Execution
Student Success Initiatives (SSI)
(Chromatin - strengthens our students
foundational elements and prepares
them for the future)
Placement Testing
Academic Advisement
Placement of Developmental
Education Classes
New Student Orientation
Student Success Courses
Seamless Student Experience (SSE)
(Golgi Body – sorts and processes
student information)
Single Admissions and Point of Registration
Single Process Admissions and Records
Single Transcript
Single Student Record
Single Financial Aid Application and Process
System-wide Enrollment Management (SEM)
(Nucleus – regulates student activity)
Programsand Product Mix
Targets
Retention
Population Ups and Downs
Corporate College
Funding Formula
Developmental Education
Unifying Tools
(Cytoplasm – initiative activities will be
conducted utilizing these tools)
Campus Solutions 9, Student Portal, CRM,
eAdvisor, Maxient, Enrollment
ManagementCall Center, and Training
Image © 2010 Nature Education - All rights reserved: May be used for non-commercial purposes for non-commercial use in an educational environment. 5/22/13

24. Goals and Strategies

25. Foundational Strategies
1. Research and implement best practices.
2. Standardize terminology, language, and definitions with
a student-centric focus.
3. Evaluate staffing and financial resources in support of
marketing, recruitment, outreach, and retention.
4. Coordinate with the SSE on required and continuous
standardized training.
5. Develop a system of checks and balances to ensure
implementation and continuation of recommendations.

26. Goal 1
Strengthen the District’s brand to increase student
enrollments, persistence, and success.
• Unify brand approach
• Focus on student lifecycle

27. Goal 2
DRAFT - 5/29/2013
Utilize system-wide tools for better communication
and use data for decision-making to increase
enrollments, persistence, and success.
• Facilitate communication
• Utilize a customer relationship management
system to standardize communication
• Align websites

28. Goal 3
DRAFT - 5/29/2013
Develop, strengthen, and implement coordinated
and consistent marketing, outreach, and recruitment
efforts and activities.
• Integrate new brand identifier model
• Coordinate promotional efforts
• Create consistent service delivery standards for
outreach and recruitment efforts

29. Goal 4
DRAFT - 5/29/2013
Develop, strengthen, and communicate coordinated
retention efforts and strategies.
• Expand current retention efforts
Help students…
• Set high expectations
• Establish and complete goals
• Connect to support services
• Participate in activities for more engagement

30. 1st Year Projects
• Inventory, Research, and Gather Information (overarching)
• Single Brand Identity
• Consistence Service Delivery Standards for Outreach and
Recruitment
• Student Retention and Completion Campaign
• Unified Messaging and Naming Conventions
• Consistent Recruitment and Retention Approach
• Collaborative Advertising and Media Buying

31. Advisory Committee

32. IMOR2 Structure Overview
SSE

33. IMOR2 Advisory Committee Purpose
To provide vision and advisory roles for the design and
implementation of an inclusive approach to promote
enrollment and retention through common
communication efforts and other strategies
determined by the non-negotiables.

34. IMOR2 Advisory Committee
Team Members Areas of Expertise
AVC Student Affairs Institutional Research
VP Student Affairs District Marketing
VP Academic Affairs College Marketing
SSE Vice President SOAR Council
Dean of Students Early Outreach
Faculty Representative Academic Advisement
MAT Representative Student Life
PSA Representative College Public Affairs and Advancement
College IT Cashiers’ and Student Financials
Membership consists of high level stakeholders and experts who
provide guidance on key issues and projects. The roles and
responsibilities of advisory committee members are based on
individual background, experience, and expertise.

35. IMOR2 Advisory Committee Members
Team Members Areas of Expertise
AVC Student Affairs
VP Student Affairs
VP Academic Affairs
SSE Vice President
Dean of Students
Faculty Representative
MAT Representative
PSA Representative
Financial Aid
College IT
Public Affairs and Advancement
DO Marketing
College Marketing
Institutional Research
Team Members Areas of Expertise
SOAR Council
Early Outreach
Student Life
Advisement
Enrollment Services
Student Success
Cashiers’ and Student Financials

36. IMOR2 Advisory Committee Scope
• To help broaden sphere of influence
• To create collaborations within MCCCD
business teams, educational units, and
employee groups
• To provide advice on organizational
development issues to ensure efficiency
and effectiveness.
While the purpose of the Advisory Committee
should remain the same over time, goals,
priorities, and members of the committee may
shift to meet particular needs.

37. IMOR2 Advisory Committee Expectations
1. Support IMOR2’s vision, purpose, and leadership
2. Endorse the initiative and projects
3. Participate in voting as requested
4. Advise on matters relating to the development,
implementation, and evaluation of IMOR2’s projects
5. Advise on matters relating to organizational development
and improving effectiveness and enhancing the
organization’s efficiency

38. IMOR2 Advisory Committee Expectations
6. Assist in the assessment of the use of resources,
including human, financial, and material resources
7. Encourage interest in the initiative by identifying and
helping educate stakeholders and the general public
regarding the initiative (as needed)
8. Assist in increasing awareness of the benefits of the
IMOR2 initiative by acting as champions/advocates
9. Provide representative insight and assistance on matters
related to the organization’s capabilities or capacity

39. Solution Approach Process

40. The Adopted SSE Approach for IMOR2
• Systemic Solution - a collaborative systemic approach for project
management to bring the “people” part of project activity into focus to
get earlier insight into problems.
• Designed to be flexible, not static, and to be efficient.
Generate,
Define, and
Evaluate Ideas
Definition Planning
Execution
Deployment
and
Transition
Close-Out and
Measurement
IMOR2 Planning Phase

41. Generate, Define, and Evaluate Ideas
• IMOR2 Planning Phase (February – July)
• 3-Year Plan
• 5 Foundational Strategies
• 4 Goals
• All leading to projects and deliverables

42. Project Management
• TeamworkPM – project management software
• Program Managers
• Project Leads
• Project Teams Program
Manager
Team Member Team Member Team Member
Project Lead

43. Brand Identity Project

44. ONE Maricopa and IMOR2
 http://www.youtube.com/watch?v=JKIAOZZritk

45. Current Brand Identifier Model

46. Models Considered

47. Models Considered

48. Models Considered

49. Hybrid Model

50. Brand Identifier Project Process
• Project start – 8/26
• Advisory Committee Update - 8/30
• Call for college participation – 9/2 (each college to submit 1-2
entries based on criteria provided through their president’s
office/marketing departments)
• Submissions due – 10/4
• Student input – 10/9

51. Brand Identifier Project Process (con’t)
• Executive team review – 10/14
• Chancellor provided voting designs – 10/16
• Voting begins – 10/21
• Voting ends – 10/25
• DO Announcement – 11/8
• Design confirmed and implementation with style guide
begins – 11/15

52. Brand Identifier – Next Steps
• Develop identifier models internally (Sept. to Oct. 2013)
• Student, community, and employee input and vote (Late Oct. 2013)
• Announcement (Nov. 2013)
• Implementation (Spring 2014)

54. Thank you!