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TITLE: Policy – Marketing and Institutional DevelopmentPolicy Number / 0091
Effective Date / Date of APPROVAL
Next Revision Date / 2014
Approved / 29 June 2011
1. DEFINITIONS:
1.1. the College – Waterberg FET College
2. AIMS AND OBJECTIVES
- The marketing policy aims to emphasize communication and unity of purpose.
- It assists the college to set a clear course for marketing and strategy and lays foundation for continual improvement.
- It assists the college to breakdown barriers between itself and stakeholders.
- To ensure that the college staff understand and implement our vision and mission.
- To market the college
3. MARKETING MANDATE
- Research into the labour market to ensure development of partnerships in order to promote quality in programme offering and economic responsiveness.
- To provide effective and efficient marketing for the college by establishing information needs through internal and external consultation of stakeholders and the process of organising and directing all college activities which relate to determining the market demand and converting the students to choose Waterberg FET College as their College of Choice.
- Develop the college’s annual report
4. MARKETING OBJECTIVES
- To consolidate information from research already done on the Labour Market needs
- To ensure the creation of a platform to disseminate information about the College
- To strengthen corporate branding
- To build a positive image of the College
- To influence that the curriculum offer and modes of delivery are determined primarily by the requirements of those it seeks to serve
- To identify and target appropriately, specific market segments
- To undertake effective promotional activities
- To help the College achieve its recruitment targets
- TO maintain high quality customer care.
- To ensure ownership of the college programmes, events by staff and stakeholders.
- To ensure that programmes are offered from a customer and labour market’s viewpoint
5. CORPORATE BRANDING (IDENTITY)
5.1. Trading Name: Waterberg FET College
5.2. College Sites:
· Central Office (36 Hooge street, Mokopane)
· Business Studies Centre (c/o Leseding- and Technical street, Mahwelereng)
· IT and Computer Science Centre (Rufus Seakamela Street, Mokopane Multi Purpuse Centre Building, Mahwelereng)
· Engineering and Skills Training Centre (Zone A, next to Government Building, Lebowakgomo)
· Hospitality and Tourism Centre, Mokopane (under construction)
· Rooywal Farm (Sterkrivier)
5.3. Vision:
The leader in the provision of quality learning and marketable skills
5.4. Mission:
§ To ensure quality Human Resource development through sound policies
§ To provide adequate, relevant and appropriate infrastructure
§ To provide quality and effective management
§ To ensure accessibility and affordability of programs
§ To provide programs that meets the needs of the place of work
§ To ensure sustainable partnerships
5.5. Values:
§ Honesty
§ Integrity
§ Excellence
§ Accountability
§ Ownership
§ Unity
§ Diversity
§ Respect
Waterberg FET College lives the slogan ‘Together ensuring success. We recognise that our success requires:
Honest dealings
Excellent services
Upholding integrity to build confidence
Being accountable for own actions
Accepting ownership of one’s actions
Unity in our work
Recognition of richness in diversity
Respect for differences of opinions
5.6. Logo of the Waterberg FET College:
The Waterberg FET College logo was launched in June 2006 after a competition was organised in searched of the new logo in 2005.
5.6.1. Meaning of the logo:
5.6.2. Colour Scheme of the logo:
5.6.3. Meaning of the colours:
5.6.4. Fonts used in the logo:
5.6.5. Usage of logo:
The College logo is to be used on all college documentation.
Guidelines for the usage of the logo:
§ The logo may not be produced on any documentation or promotional material without the approval of the Marketing Department.
§ The colours of the logo must be produced as per colour scheme. (see 4.6.2).
§ The logo may not be pulled out of proportion if re-produced. For example: the sun is round and not an oval.
§ The logo of the College must be used with the ISO 9001:2000 logo on all corporate documentation as set out by ISO guidelines.
5.6.6. ISO 9001:2000 logo:
5.6.7. College motto:
The motto of the Waterberg FET College is: Together ensuring success.
5.7. College website:
5.7.1. The College websites should:
5.7.1.1. establish a Corporate Identity and create visibility for the department
5.7.1.2. provide an efficient method of delivering current, factual and official information to the public
5.7.1.3. market the College to external and internal stakeholders
5.7.1.4. Publish information about the College to support strategic goals and meet legislative requirements.
5.7.2. Public information is to be published on the College website except where the management determines not to publish on the website because of the:
5.7.2.1. high publication costs relative to the benefit of electronic accessibility
5.7.2.2. high publication complexity
5.7.2.3. low suitability for web delivery.
5.7.3. The marketing department is responsible for website content and must ensure that:
5.7.3.1. information on College’s policies, programmes, services and initiatives is regularly updated, accurate and easy to understand
5.7.3.2. there is a mechanism on the College’s website for receiving and acknowledging public feedback
5.7.3.3. the services and information resources provided through the website are comparable in quality and functionality to those delivered by other communication channels
5.7.3.4. people appearing in photographs published on the website have given permission for the use of their images
5.7.3.5. Privacy rights and copyright ownership are respected.
5.7.4. All PDF documents must show the size of the PDF e.g. 700kb, and must open in a new window to ensure the site remains open when the PDF is closed.
5.7.5. Third-party advertising and references on websites
5.7.5.1. Paid advertising is not allowed on any department’s website.
5.7.5.2. Organisations sponsoring College activities may only be acknowledged in text on relevant pages.
5.7.5.3. Organisations sponsoring College activities may have their logos added to the College website if approved
5.7.5.4. by the management, or designate. Only in exceptional circumstances will approval be granted.
5.7.6. Social media protocols
5.7.6.1. Any weblog (“blog”) or presence on a social media site e.g. Facebook that identifies the author as an employee of the College, and/or refers to activities and policies of the College, must be sent to the office of the Quality assurance for approval before it is published on the Internet
4.7 Marketing Material:
It is the responsibility of the Marketing Department to produce all marketing related material for the college.
The Marketing Department should at all times display at meetings, college annual events e.g graduation ceremony, marketing paraphernalia to foster college’s goodwill.
4.8 Marketing Plans, Strategy and Implementation:
The Marketing Department in consultation with core programmes will be responsible to develop marketing plans, strategy and implementation thereof.
4.9 Events Management
All college events will include the participation of
the Marketing Department.
4.10 Processes
The Department will own and manage all marketing and
customer related services.
The design and layout of all college corporate will be the responsible of the Marketing Department. The contents thereof is the responsibility of the respective department.
4.11 Research
Marketing research reports should be produced and circulated to relevant stakeholders within the college.
4.12 Evaluation
The Marketing Department has to evaluate all programs half yearly to ensure that there is return on investment.
Measuring tool has to be available at the beginning of every financial year.