CTE Committee: Proposed Marketing Strategy

Presented to the District Education Committee on February 27, 2015

Objective
  1. Increase enrollment in the CTE programs at the Peralta Colleges
/ Target Audience(s)
  1. High School students in the Peralta service area (primary)
  2. Adults in the Peralta service area

Strategies / Responsible Party / Date of Completion
  1. Create capacity for marketing and communications at each college.

  • Make hiring and sustaining Public Information Officers (PIO’s) at each college a priority.
/ College Presidents / June 30, 2015
  • Make the outreach and communication about CTE programs and career development and placement (and transfer opportunities) to high school students the top priority of the PIO’s.
/ College Presidents / June 30, 2015
  • Make the development and maintenance of quality, student-designed and supported websites and mobile applications a top priority for the PIOs.
/ College Presidents / June 30, 2015
  • Require the PIO’s to coordinate at a District level with the CTE Committee and the Economic & Workforce Development Director on their secondary school district and employer outreach strategies and activities.
/ College Presidents / June 30, 2015
  • Provide an additional budget to each college for marketing beyond the cost of the PIO position (for advertising, collateral material development and production, etc.)
/ Chancellor (with College Presidents) / June 30, 2015
  1. Produce and maintain quality District-wide CTE collateral materials and web content for internal and external audiences that synthesizes the college messages and presents a consistent and coherent set of messages on behalf of all four colleges. Create a template that creates a consistent look and feel across the four campuses for each campus and counselors to use.
/ Director of Economic & Workforce Development in collaboration with the CTE Committee, College PIO’s (to be hired), and the District Executive Director of Marketing, Public Relations and Communication. / Continuously. Begin immediately.
  1. At the District level, improve the enrollment process so that students can effectively and efficiently enroll in the CTE courses and programs they desire.

  • Work with Student Services to help implement SSSP and make critical improvements to PASSPORT and the admissions process, as well as other key District functions that support the timely availability of quality CTE courses and programs. These include related improvements to Finance (PROMT), HR, and IT as well as the provision of high-quality facilities.
/ Chancellor / A plan with outcomes, responsible parties and timing for making these improvements due to the District Education Committee by April 3, 2015.
  1. Coordinate an annual “All Counselor” meeting between high school counselors, Peralta counselors, and CTE faculty to provide an opportunity to develop and maintain relationships and to ensure target audiences have the most up-to-date information. Office of Educational Services (Economic & Workforce Development) to do this in collaboration with the colleges and secondary districts).
/ Director of Economic & Workforce Development (with college VP’s, CPT Director, and secondary district leaders) / Preferably before the start of the Fall, 2015 term. No later than December 31, 2015.
  1. Focus on marketing programs that meet LMI and APU standards. Programs that are continuously improving and responding to industry needs (expressed by industry representatives and the most recent labor market information), will be eligible for the marketing campaign resources and activities. Those programs not meeting the minimum requirements of market relevance and quality must go through program review and improvement.

  • CTE Committee to work via Educational Services to review CTE programs and determine eligibility for marketing and promotion.
/ CTE Committee / Continuously, beginning in the Spring of 2015

Peralta CTE Committee: Proposed Marketing Strategy (as of February 27, 2015)

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