The Office of Institutional Advancement encompasses public relations, marketing, and the Butte College Foundation. The Butte College Foundation is a 501 (c)3 non profit organization that exists to help benefit the mission of Butte College. Founded in 1992, the Foundation has a volunteer board of directors who are committed to helping Butte College in its mission to serve all students. The Foundation distributes over 600 scholarships a year and was found to outperform other Foundations based on its size and staff. The Foundation also works to fundraise for Butte College programs and services such as the Promise Program. The Advancement Office also manages public relations, marketing, and advertising on behalf of the college, with the goal of increasing branding and enrollment.
The Office of Institutional Advancement area has administrative unit outcomes shown below for enrollment marketing and public relations objectives. Institutional Advancement assists the college in advertising, branding, marketing and meeting enrollment management objectives.
Assessment Mechanism: The primary assessment mechanism is to work closely with the Enrollment Management Committee to develop advertising and digital marketing strategies and campaigns to generate enrollment. Each Enrollment Management Campaign is evaluated for ROI and success.
Analysis of Results: A report after each campaign is analyzed to determine what activities were successful. With district funds, we produce postcards twice a year to all residents in Butte and Glenn Counties. TV, print ads, and digital marketing campaigns with PPC ads along with advertising on You Tube, Facebook, and other top social media sites. The enrollment management committee has been supportive of increasing digital marketing and see this as an area of focus. The enrollment management committee has provided financial resources for an annual search engine marketing campaign and the results were very positive, generating thousands of hits to our website and increasing applications to CCCApply.
The public sees Butte College as a highly effective institution that is focused on its mission and is seen as a key resource for the community.
Assessment Mechanism: The college tracks the percentage of positive local media clips and gross impressions that are positive. Our office also produces an annual report to the community.
Assessment Cycle: A media report is produced bi annually.
Analysis of Results: During the last year, the college had tracked over 1,000 positive media clips. These are evaluated to determine the percentage that are positive and this information is reported monthly to the Board. These monthly positive rates are 99.5 percent positive.
The Office of Institutional Advancement includes the operations of the 501c3 non profit Foundation with day to day oversight of the Foundation, 100 endowments, donations, 600 student scholarships, 80 department accounts, and two large events per year. The Foundation has a volunteer board of directors.
1. The college leadership has the planning processes, data resources and collaborative mechanisms to effectively align institutional effort to accomplish the mission, support student learning, and implement strategic initiatives.
- Assessment Mechanisms: Scholarship Distribution
- Assessment Cycle: Ongoing. The Foundation distributes scholarships to 600 students annually.
- Analysis of Results. In a recent survey of similar Foundations in California, it found that Butte College Foundation provided 600 students scholarships.
2. The college and its programs have the support, collaborative mechanisms, and structures to obtain and successfully manage external resources that support innovation and student success (e.g. grants, gifts, bequests, donations, etc.)
- Assessment Mechanism: Amounts received through grants totaled $28,000, we have increased the number of scholarships offered by 62 percent, and increased donations. Additionally, the Foundation manages 80 agency/department accounts
- Assessment Cycle: Ongoing.
Results:
Currently, the Foundation manages 100 endowments and our corpus has increased to $4.6 million, up from $2 million in 2012.
Enrollment Management Advertising Campaigns for Summer/Fall and Winter/Spring
The advertising campaigns were very successful. Our campaigns for Winter/Spring and Summer/Fall were able to track that over 1,200 prospective students clicked on our social media and Google ads and began the application. This is a great return on our campaigns.We were able to glean thousands of impressions through social media, Google, TV ads, and radio. Our direct mail postcard was distributed to 100,000 homes. Additionally, we tracked the effectiveness and click through rates on Facebook, YouTube, Spotify, OTT and TV.
The advertising campaigns were very effective and we can see a direct increase of CCC Applications to Butte College.
Our campaigns focused on helping those departments that also had low enrollment. Our challenge facing us is decreased enrollment due to Camp Fire and COVID-19.
The Butte College Foundation has produced an annual outcomes fact sheet that details the specific benefits the Foundation provides to the District. The net benefit to the District is $2.4 million in scholarships, grants, planned gifts, and in-kind donations. These directly benefit the college, students, and faculty.
Our office produces two large marketing and advertising campaigns that reflect diversity and our ad campaigns are produced in English and Spanish. Our primary goal of the campaigns is to attract prospective students.
The Butte College Foundation provided emergency grants and lap tops to students. The Foundation also managed a large fundraising effort known as Giving Tuesday to help support students, staff and faculty.
The Institutional Advancement Department and the Foundation help support the college in meeting its Strategic Directions and Priority Themes by:
Maximizing resources to support student learning - The Foundation fundraising efforts benefit student scholarships.
Supporting Student, Faculty and Staff Success - The Foundation manages grant opportunities to help students and faculty. The Foundation's annual Spring Gala recognizes two outstanding alumni of the year, in addition to raising proceeds to support scholarships and athletics.
The Office of Institutional Advancement's unit plan serves as its annual program review.
Due to COVID-19, our office is focused on increasing enrollment. Our department has applied for several grant opportunities to assist with enrollment management, marketing, and recruitment activities.
The Foundation has a new development officer and a new annual fundraising plan has been developed and approved to raise funds for the Promise Scholarship Program and Scholarships to benefit students, faculty and staff in the years to come.
Strategy 1 - Enhanced Advertising Campaign with Search Engine Marketing and Social Media
Due to COVID and Camp Fire, Butte College needs to continue to invest in advertising, search engine marketing, in an on going effort to increase enrollment.
The funds will create two enhanced advertising and digital marketing campaigns with TV spots, digital social media, and a year long search engine marketing campaign that gives Butte College a presence on major search engines such as Google, Yahoo, and Bing, along with Snap Chat, Tik Tok, Reddit, Next, and others. These funds will include two full advertising campaigns for Summer/Fall and Winter/Spring.
Our office will conduct an end of campaign report after each campaign to determine its success. We can also identify detailed information such as calls received, number of direct applications to CCC Apply, web analytics on Butte.edu pages, etc.
The college must do all it can to increase enrollment and retain its current students. With enrollment down, increased advertising efforts, and a means to track the results, is needed.
Strategy 2 - Hire Admin Secretary
The Office of Institutional Advancement is in need of a .30 admin position to assist with administrative support for the Director of Institutional Advancement and Office.
The Office of Institutional Advancement has a dire need for administrative support. There is no administrative staff for the Institutional Advancement Office.
Strategy 3 - Promotion of PR/Marketing Specialist to MSC as Backup
The Director of Institutional Advancement is in need of a backup Public Information Officer to assist in media relations and crisis management. It is recommended that Christian Gutierrez be promoted from Classified to MSC to assist as a backup to the Director if needed.
The PIO role is a critical position and the only person filling this role is the Director of Institutional Advancement, who is also the Executive Director of the Foundation. It's important to have a back up in place in the event of vacation and/or a crisis situation.
The Foundation will be submitting a proposal to use part of the $75,000 reimbursement to the District per Title V, to fund the .30 administrative position as well.
| Original Priority | Program, Unit, Area | Resource Type | Account Number | Object Code | One Time Augment | Ongoing Augment |
| Description | Supporting Rationale | Potential Alternative Funding Sources | Prioritization Criteria | |||
| 1 | Institutional Advancement Office | Operating Expenses | 110001101671000 | 55820 | $400,000.00 | $0.00 |
| Enhanced Advertising Campaigns with Search Engine Marketing, Digital Marketing Social Media | This proposal funds two campaigns annually and includes a strong social media campaign, along with TV, cable, OTT, and Tik Tok, SnapChat, and You Tube. It also includes a year long search engine marketing campaign that gives Butte College a presence on major search engines such as Google, Yahoo, and Bing. This effort funds two large campaigns on YouTube and other paid social media such as Facebook, Tik Tok, Snap Chat, Reddit, etc. The college needs a dedicated budget for search engine marketing to develop an online presence. Our office will be monitoring and evaluating the success of our campaigns and making changes as needed to be even more successful. This also includes some Spanish advertising along with billboards in Butte and Glenn Counties. |
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| 2 | Institutional Advancement | Personnel | 110001101671000 | 55820 | $0.00 | $15,000.00 |
| Promotion of PR/Marketing Specialist to Senior PR/Marketing Specialist Classified to MSC | This request is to promote Christian Gutierrez from the PR/Marketing Specialist (classified) to Senior PR/Marketing Specialist (MSC) to handle PIO responsibilities if Director is unavailable. It's critical to train Christian Gutierrez as a backup PIO for media relations and crisis communications. |
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| 3 | Institutional Advancement | Personnel | 110001101671000 | 55820 | $0.00 | $24,480.00 |
| Administrative Secretary | The Office of Institutional Advancement is requesting an ongoing budget of 30 percent or $24,480 only as we have a 20 percent position that was vacated in January 2020. This would provide a .50 admin secretary to assist in the Institutional Advancement Office. |
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