University Advancement Planning Goal #3
2004-2006

1. What is a visionary goal that your unit set? 

To create and establish a fully integrated University communication plan and supporting structure.

2. What information and data did you use to set this goal?  

The University had outgrown its existing communications and marketing structure.  Among the issues that have been identified are:

• The “look and feel” of many of our materials have not been updated in several years
• The needs of the University had grown past the “communications” office structure and was in need of a more proactive office that was better positioned to meet the ever-growing demands in this area (marketing, advertising, writing, design, creative production and public relations). This is perhaps best seen as the number of graduate programs and sites have expanded. There have been several customer service lapses and problems that need to be resolved.
• The resources were not in place to address these and other issues.

3. What actions did you take to try to reach this goal?

• This became one of the six PLNU strategic goals for 2004-2006.  The action items established for this goal are:
• Develop 3-year strategic marketing plan
• Develop operational marketing plans for Schools, UA, Centers and selected academic departments
• Troubleshoot current processes and service failures; develop and train clients on new procedures
• Evaluate staffing levels-meet immediate demands
• Deploy Marketing Central (marketing resource management software)
• Redesign Point Loma’s external-facing website
• Develop and seek approval of and funding for MCS three-year organizational development plan
• Launch new student training/internship model
• The "Communications Office" was restructured and named "Marketing and Creative Services" office.  An extensive evaluation of the campus needs, problems in systems and structures from the past, and a staffing needs assessment were conducted.

4. What progress did you make?

• Develop 3-year strategic marketing plan
  • Research into the marketing capacities of peer institutions has been done and a plan is in the formulation (see Building Marketing Capability at PLNU and Benchmarking Data Summary)
  • Research for upgrading the ViewPoint is underway (see Viewpoint: Research Findings and the Future of the Magazine)
• Develop operational marketing plans for Schools, UA, Centers and selected academic departments
  • Creative and Marketing Services staff is meeting with various departments in the University.  The current work has been the production of specific marketing and advertising pieces.
  • A more comprehensive review and the design of marketing plans will be conducted in the coming months.
• Troubleshoot current processes and service failures; develop and train clients on new procedures
  • Production processes were evaluated (see Building Marketing Capability at PLNU) and have been modified - this effort has increased office efficiency and effectiveness.
• This has also been part of the effort to repair damaged relationships with internal clients.
• Evaluate staffing levels-meet immediate demands
  • Staffing levels were evaluated and have been increased. This increase has greatly increased production capacity.
  • A new director, Michele Corbett has been hired to lead this effort.
• Deploy Marketing Central (marketing resource management software)
  • The "Marketing Central" software program was implemented to assist in the production work flow.
  • We are still evaluating software.
• Redesign Point Loma’s external-facing website
  • An outside contractor has been engaged to re-design the University's website (including a content management system).
  • The new site will be posted in Spring of '06.
• Develop and seek approval of and funding for MCS three-year organizational development plan
  • In process.
• Launch new student training/internship model
  • A new student internship model based on some work done at Azusa Pacific University was developed and implemented (see Building Marketing Capability at PLNU for information).

5. What information and data did you use to evaluate your progress?

• Much of the work on this goal is still in the development stages.
• The staffing in the CMS office has been increased and a new director has been recruited.  Staff morale has improved.
• The first set of interns participated in the research and analysis of the current and future marketing needs of PLNU (see Building Marketing Capability at PLNU).
• CMS has been actively gathering information from the PLNU community to include in publications.  The first of which is the 2004-05 Annual report which highlights several alumni.

Supporting Documents: 

Building Marketing Capability at PLNU
Benchmarking Data Summary
Viewpoint: Research Findings and the Future of the Magazine