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 Scholarship.
The Office of Institutional Advancement area has administrative unit outcomes shown below for enrollment marketing, branding, and public relations objectives. Institutional Advancement assists the college in advertising, branding, marketing and enrollment management objectives.
Assessment Mechanism: The primary assessment mechanism is to work closely with the Enrollment Management Committee and Subcommittee/Marketing to provide an advertising presentation to detail two ad campaigns a year. Each Enrollment Management Campaign is evaluated for ROI and success.
Analysis of Results: A report after each campaign is analyzed to determine what advertising 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, TikTok, Snapchat and other top social media sites. The Enrollment Management Committee has been supportive of increasing the advertising budget as the ROI shows an increased advertising budget results in greater enrollment.
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 to 100,000 homes. Each advertising campaign is assessed for effectiveness and enrollment outcomes are measured by the number of prospective students who apply to CCCApply through Butte's web page.
Assessment Cycle: A media report is produced quarterly and provided to the Board of Trustees. Additionally, the Foundation executive director presents an annual report to the Trustees. Also, an Enrollment Management Report is provided at least twice a year.
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, 67 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 survey of similar Foundations in California, it found that Butte College Foundation performed very well and distributed a high number of scholarships for its size and staff.
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: An annual benefits to the District fact sheet is compiled and presented to the Board of Trustees, highlighting the amount of money the Foundation provides to the District, students, and faculty and staff, totaling a net benefit of $2.6 million.
- Assessment Cycle: Ongoing.
Results:
Currently, the Foundation manages 100 endowments and our corpus has increased to $6.2 million, up from $4.6 million in 2020.
The Office of Institutional Advancement's unit plan serves as its annual program review.
The Institutional Advancement Department strives to increase enrollment, improve internal and external relationships, and brand Butte College in the communities we serve.
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. Our advertising efforts and increased budget last year resulted in over 650 students applying to Butte College.
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 - Advertising for New Glenn County Center
This is a budget allocation request for the new Glenn County Center over the next fiscal year. The budget would include design, printing, and postage to distribute 2 postcards during the year to all homes in Glenn County. This allocation includes a separate advertising campaign to include radio remotes, digital social media ads, Google ads, and a campaign aimed at educating the community about the new center. This budget would include promotional giveaway items as well as the costs to fund a ribbon cutting event at the new facility.
With the new center, we need to market the facility to local residents and community members.
| 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 | $300,000.00 | $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 TikTok, SnapChat, Instagram, and YouTube. It includes search engine marketing on major search engines such as Google, Yahoo, and Bing. This effort funds two large advertising campaigns on YouTube and other paid social media such as Facebook, TikTok, 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 to Latinx demographic as well. |
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| 2 | 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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| 3 | Institutional Advancement | Operating Expenses | $75,000.00 | $0.00 | ||
| New Glenn Center Marketing Campaign | This is a request for an advertising campaign and ribbon cutting for the new Glenn County Center. A budget of $75,000 is requested to be used to promote the opening of the new center through a ribbon cutting. This budget would include hosting a ribbon cutting, invitations mailed to all homes in Glenn County, refreshments, and advertising. Postcards would be mailed to all residents in Glenn County. |
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