Environmental Scan Report Metropolitan Community Colleges

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• Environmental Scan Report Metropolitan Community
  Colleges
• June, 2004

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Purpose of the Scan

• To gather and present informative data about the
  community and constituencies of the Metropolitan
  Community Colleges (MCC) to assist in its
  planning process.

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Methodology

• Initial Input/Brainstorming Session
• Faculty/Staff Focus Groups
• MCC Officer and Administrator Interviews
• Student Focus Groups
• Opinion Leader Interviews
• A Review of the Literature
• Initial Marketing Audit

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Report Contents

• Key Findings
• Strengths, Challenges and Areas of Opportunity
• DETAILED REPORT
• General Demographics and Characteristics of the
  Population
• Education Trends
• Labor Force Statistics
• MCC Constituencies Reflections
• Conclusions
• Marketing Opportunities

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• MCC Strengths

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MCC Strengths

• This community cares about education.
• MCC staff, faculty and administrators believe in
  the mission of Community Colleges in general and
  MCC, in particular.
• The Chancellor and leadership teams enjoy
  widespread support and respect both within and
  outside of the institutions.
• Although the capital improvement wish list is
  long, the facilities have been improved at all
  locations and are impressive.

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MCC Strengths

• MCC has had sound management/fiscal
  responsibility.
• Perceptions of MCC, when measurable, are
  favorable.
• Effective demonstration of MCCs value could move
  the public to action on MCCs behalf.

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MCC Strengths

• Each campus has a very strong brand within its
  service area.
• Education is a public good that is translated
  into a strengthened economy.
• There is job growth in areas where MCC grants
  degrees.

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MCC Strengths

• Awareness of the positive value of MCC and the
  colleges has grown in the last ten years.
• MCC is viewed as a good value among its
  constituencies.
• The A program is viewed as a strong public image
  and enrollment builder.

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MCC Strengths

• Distance Education and other non-traditional
  offerings provide opportunity for increased
  enrollment and revenues.
• There is a growing non-traditional population
  in this community, which increases the likely
  enrollment pool.
• MCC students want affordability, useful learning
  experiences, convenient access and a comfortable
  environment. These are all MCC attributes.

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MCC Strengths

• There is support for MCC among business,
  community and political leadership.
• MCC is a strong economic development tool and
  this is an attribute that is viewed favorably in
  the community and political leadership.

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• MCC Challenges

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MCC Challenges

• Funding is in decline at the State and Federal
  levels.
• Community feels excessively taxed.
• Lack of MCC brand awareness brand position.
• Public generally supportive, but does not feel
  ownership.

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MCC Challenges

• Looming leadership shift succession plan?
• Internet courses, while popular, need
  improvement.
• Anticipated enrollment growth and funding
  decline.

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MCC Challenges

• Curriculum needs of non-traditional students must
  address a variety of learning styles.
• Increased competition, especially from for-profit
  institutions.
• Generation Y, the largest segment of MCC
  students, is difficult to reach.
• Diversity goals are not being met.

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MCC Challenges

• Incoming students are not well prepared.
• Developmental education program needs
  coordination and strengthening to meet the needs
  of MCC students whose placement test scores
  indicate the need for developmental courses.

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• MCC Areas of Opportunity

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Areas of Opportunity Offerings and services

• Expand PACE program and/or other configurations
  of non-traditional scheduling and delivery of
  curricula.
• Improve Teacher Evaluation programs and student
  communication plans.
• Increase service performance, such as
  responsiveness on phones in Financial Aid
  offices, etc.

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Areas of Opportunity Mission and Function

• Revisit mission statement and ensure that it is
  appropriate and being served.
• Continue to develop coordination of strategic
  with operational and budgetary planning.
• Develop ways to demonstrate effectiveness of MCC
  programs, both for HLC/NCA visit and for
  marketing outreach.

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• Conclusions

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Conclusions Political/Economic Environment

• Political and economic issues at the state level
  will continue to erode MCCs ability to attract
  the financial and legislative support required to
  maintain its current funding.
• MCC must focus efforts on a campaign to engage
  its constituency groups in the welfare of MCC to
  help strengthen its position for each budget
  session and in the event of a special funding
  issue.

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Conclusions Public Sentiment

• Lack of awareness is an issue among the general
  population, including elected and business
  leaders.
• MCC must hone its marketing practices to engage
  the public in its well-being.

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Conclusions Student Engagement

• Increasing competition requires that MCC stay
  abreast of interests and needs of its students,
  including technology and teaching methods and
  flexible, streamlined programs.

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Conclusions Leadership Stability/Recruitment and
Retention

• Probable retirement of senior leadership across
  the institution will be a significant issue.
• Commitment to diversity must remain a priority
  for the system or it will fall behind the
  shifting demographics of the populations it
  serves.

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Conclusions Job Outlook

• MCC is poised to position itself as the link
  between students and growing career
  opportunities, as well as retraining
  opportunities for those already employed.

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• Marketing/Brand Opportunities

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Marketing/Brand Opportunities Comprehensive
approach

• Create a comprehensive plan to address issues of
  marketing, recruitment, communications, public
  relations, and fund-raising strategies that will
  help drive MCCs success

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Marketing/Brand Opportunities Generate awareness
and understanding

• Awareness
• MCC is fortunate, because there isnt a negative
  perception in the community at-large, but there
  is a lack of perception and a lack of
  understanding about MCCs offerings, as
  demonstrated by the following quote from the
  president of a major financial services company
• I think that cosmetology is a popular course at
  MCC. Do they teach beauticians?

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Marketing/Brand Opportunities Demonstrate
Economic Return

• 64.1 million annually in direct faculty and
  staff wages, salaries and benefits in the local
  region.
• Real money book return of 7.3 percent on their
  annual investments.
• Instrumental role in recruitment and retention of
  major corporations such as Harley Davidson.
• Improved health and reduced welfare, unemployment
  and crime, saving the public some 9.9 million
  per year.

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Marketing/Brand Opportunities Create messaging
to connect with constituencies

• Lobby and build image in Jefferson City.
• Strengthen community role and relationships.
• Develop alumni association and enhance advisory
  board groups.
• Focus on audience Market Dual Credit to young
  students and PACE, Distance programs to
  non-traditional students.
• Increase minority outreach efforts.

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Marketing/Brand Opportunities Differentiate from
the competition

• Develop a Unique Selling Proposition.
• Change brand to emphasize strength of the campus
  while acknowledging the larger institution.

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• Thank you.