Donyiel Crocker PR Issues Final Project
Public Relations Plan Situation Columbia College Chicago was founded in 1890 by Mary Blood and Ida Moore Riley. A few names changes, 6 Presidents and a hundred years later, Columbia School of Oratory, as it was then known, transformed into Columbia College Chicago, the “international leader and recognized pioneer in arts and media education” we know today. The mission of the college is to be an undergraduate and graduate institution whose principal commitment is to provide a comprehensive educational opportunity in the arts, communications, and public information within a context of enlightened liberal education. However, being an institution of higher education these days, is quite the challenge. In the wake of horrifying acts of terror at Columbine and Sandy Hook Elementary School, colleges and universities are tightening their security and emergency procedures to ensure the safety of students. Also, with complaints from both students and parents due to mounting student loan debt, top administrators are torn between implementing tuition hikes and offering even more scholarship dollars just to meet current enrollment levels. These current issues are headlining in media outlets across the nation and don’t appear to be going away anytime soon. The question on everyone’s mind in higher education is how to deal with them. Within the last two years, Columbia College Chicago came under fire from its employees on a number of issues, including, a college wide prioritization process of both its academic programs and operations, the college’s President telling a student to “shut up”, strikes and accusations of unfair labor practices by its part-time Faculty and the questionable departures of three top administrators. To further complicate matters, this occurred in a climate where the value and cost of traditional higher education was being questioned and enrollment rates were are at an all-time low. In the midst of a perfect public relations storm, how the college responded to its internal issues appeared to be just as important as how it responded to the external ones. As the college attempts to recover from the damage done by past internal and external issues, three new issues are looming on the horizon: (1) a transition in Senior Leadership, (2) increasing the college’s graduation and retention rates, (3) low employee morale and engagement and (4) increasing the college’s endowment.
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Donyiel Crocker PR Issues Final Project
Research To clearly understand the challenges these issues pose, we conducted both primary and secondary research. Using this research, we obtained statistical data, demographics (quantitative) and feedback (qualitative) from key target audiences. This data revealed the following:
Quantitative Data: Over the last five years, enrollment levels have decreased by 13%, resulting in an overall decrease of 1,681 students From AY (Academic year) 2008 – 2012, tuition and fees have increased by 11%, resulting in an overall increase of $2,134 Overall giving from 2008 – 2012 has decreased by 38%, resulting in an overall decrease of $4.81M The graduation rate for students within 4 years of their entry into the college is 26.4% The retention rate for Freshman is 83.3% but drops sharply to 51.9% after students between their 2nd to 3rd year The college’s current graduation and retention rates are in the bottom quartile amongst colleges and university across the nation Employee approval rating for the current President has dropped 40% within the last year
Qualitative Data: According to the 2009 Student Satisfaction Inventory (SSI) report, students’ overall satisfaction with the college has greatly improved over the last two years Overall Students express satisfaction with the practical and hands on approach by the educators at the college; however, most express dissatisfaction with the academic support provided Within the last two year, overall employee satisfaction has decreased and a majority report they are currently looking for employment outside of the college Overall employee morale and engagement has decreased over the last 5 years and a majority report feeling disconnected from the overall mission and purpose of the college Both students and employees report a general mistrust of the Senior Leadership
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Donyiel Crocker PR Issues Final Project
Target Audiences Based on the research conducted, our primary audiences are: Prospective and Current Students (Millenials, ages 18 – 24) 10,783 undergraduates and 473 graduate students Gender – 47% Male; 53% Female Parents (Baby Boomers, ages 45 – 65) Alumni Prospective Donors (Generation X, ages 25 – 45 and Baby Boomers, ages 45-65) Employees (Faculty and Staff) Board Members (Baby Boomers, ages 45 – 65)
Objectives and Strategies Ensure a smooth and successful transition of Senior Leadership, while inspiring trust from students and employees Create and maintain an internal website (accessible by both students and employees) which would provide basic and interesting facts/information about the incoming leadership Create regular programs/events to provide students and employees with face-to-face experiences with the incoming leadership
Increase alumni and donor giving by 35% Create a new giving campaign geared specifically at alumni to reconnect them with the institution Identify prospective donors and create an aggressive new campaign to solicit donations while establishing the college as an innovative leader in arts, media and communications
Increase overall student satisfaction Promote and highlight areas of high student satisfaction Identify and evaluate areas of high student dissatisfaction Partner with Student Life and other student focused departments to revamp communication and provide public relations training Increase awareness of student offerings
Transform students and employees into brand ambassadors for the college Create a new mantra for students and employees and integrate into all correspondence Establish “Pep Rally” events for students and employees to generate pride and excitement about significant events/changes Update and re-design college’s social media outlets to encourage student and employee engagement
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Donyiel Crocker PR Issues Final Project
Issues Management Plan
Develop standard script and training for individuals and/or departments who provide academic support and often deal with student/parents issues or complaints Create public relations training courses (classroom and online) for Senior Leadership to teach them the proper way to interact with key audiences Create electronic version of Tally Ho newsletter (currently found in the elevators) to be featured on televisions or interfaces in each of the building lobbies Increase and re-brand student communications to include social media content, i.e. YouTube videos of student events, vimeo of various students highlighting their bodies of work, etc. Create open house event for departments providing academic support Develop video content highlighting students who have benefited from scholarships and include snippets of the bodies of work to show how giving impacts their art Establish regular posting schedule for social media outlets Create candid videos and/or interviews to humanize Senior Leadership and post on Facebook and YouTube Create twitter or face book page for President to allow him to interact via social media with key audiences Create a social media/online forum event allowing students to submit questions/comments and have them addressed by Senior Leadership “Breakfast with the President” program which allows randomly selected employees the opportunity to interact with the President during breakfast
Key Messages Transition in Senior Leadership The college is and will continue to be an international leader and recognized pioneer in arts and media education
The new Senior Leadership is student focused, accessible and savvy in technology and social media The new Senior Leadership is able and prepared to successfully lead the college Increasing the college’s graduation and retention rates Re-discover Columbia – The college is focused on academic support and student success and here’s how The practical and hands-on education the college offers will prepare you to be a successful working artist who can thrive financially while doing what they love
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Donyiel Crocker PR Issues Final Project
Key Messages, cont. We will invest in you by providing you with the tools to be successful, academically and artistically, while you are at the college and beyond Low employee morale and engagement Our employees are integral to the success and future of the college We want to invest in your continued development, because when you’re better - we’re better We need your input to make the college better and stronger
Increasing the college’s endowment Donating to a college at the forefront of arts and media education is an investment in the future of those who will shape the culture of our time Donating to arts and media education is a good and solid investment The creativity of the college’s students, faculty and alumni has greatly impacted the world around us and will continue to do so
Tactical plan execution Reactive The Chicago Tribune issued a news story about allegations of a member of the Senior Leadership being implicated in religious discrimination towards an employee Our traditional media relations plan will include: A standard news release indicating that religious discrimination is not acceptable and not in line with the values of the college. It would also highlight the various college coursework and organizations in place which include discussions about faith. Posting a statement on the college’s internal website informing students and employees of the issue and the college’s response and stance Pitching a feature story to the Tribune on various students, alumni and employees who have incorporated their religious beliefs into their art and how the college completely supports the expression of all faiths
Our social media plan will include: Posting a youtube video featuring discussions from those courses which include discussions on faith Posting a video clip of the President re-iterating the key messages of the news release Tweeting on twitter feed about the discrimination and invite others to discuss/comment
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Donyiel Crocker PR Issues Final Project
Proactive Public relations program Establish an interfaith working group to create an art installation which celebrates the expression of faith and our freedom to believe in whatever religion we choose to. Establish and provide mandatory training on discrimination for anyone who manages employees; Upon completion of training, have supervisors and/or managers sign an agreement to uphold the values of the college and not engage in any activity which could be deemed discriminatory. Work with Interfaith Community Group to plan and promote a forum event to address and discuss discrimination Establish a process for employees to anonymously report acts of discrimination
Evaluation Ensure a smooth and successful transition of Senior Leadership, while inspiring trust from students and employees Conduct surveys and focus groups, 3-6 months, after the new leadership is in place, to measure employee satisfaction Compile attendance data from events with senior leadership
Increase alumni and donor giving by 35% Measure giving levels by amount and by type (i.e. alumni, donor, etc.) Measure number of potential leads and response rates
Increase overall student satisfaction Review retention and graduation rates to determine if they have increased Conduct surveys, focus groups and a follow up SSI to determine effectiveness of campaigns Review web analytics of social media outlets to determine responses (i.e. likes, reposts, followers, etc)
Transform students and employees into brand ambassadors for the college Conduct surveys and focus groups to determine student and employee engagement Review web analytics of website and social media outlets for click throughs and responses (i.e. likes, reposts, followers, etc.)
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Donyiel Crocker PR Issues Final Project
References Columbia College Chicago’s website (www.colum.edu) Fact book Annual Report Social media outlets
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