marketing and public relations 2012–2013 year in review

Marketing and Public relations

2012–2013 Year in reVieW

lane community college 2012-2013 Year in review 1

IntroductionThis document is provided to you by the Marketing and Public Relations (MPR)

department as a resource for the primary 2012/2013 marketing activities and

accomplishments. Examples shown in this document do not represent all marketing work

for the academic year but act as references for specific campaigns and projects. The efforts

outlined in this document were specifically created to reach our target audiences and

accomplish the strategic objectives of our overarching marketing plan.

These include:

• Increase enrollment

• Increase engagement

• Increase strategic communications


Student Success Starts Here CampaignThis year we chose to leverage the initial success of last year’s Student Success Starts Here

campaign. We continued focusing on this theme through increased marketing efforts.

Examples of where this has been incorporated are:

• Outdoor billboards throughout Lane County

• On-campus billboards

• Banners

• Ads, including a Spanish version

• Social Media

• Radio

startatlane.com

Student SuccessStarts

Student SuccessStarts

Top: BillboardMiddle: On-campus billboardBottom: Ad in Spanish

• Television sponsorships

• Exito magazine

• High School gyms and athletic fields

• Direct mail pieces

• Print collateral


Cookbook and ViewbookFall 2012 marked the conclusion of a year-long, combined effort with the Culinary and

Hospitality team to put together a Lane cookbook. This cookbook was revealed at the

Harvest Dinner in October and continues to be available for purchase. It also brought

home a Gold award from the national NCMPR conference in Chicago.

This year we revamped our student viewbook to focus more on student success through

all pathways available at Lane. The viewbook also featured additional offerings from Lane,

such as housing at Titan Court.

30

31

Baba GanoushCenter for Meeting and Learning Banquet Kitchen Staff

PREP TIME15 MIN

COOK TIME 20 MIN WINE

ROSÉ/PINOT NOIR

SERVINGS8-12

1. Slice the onions into ¼-inch wide slices. In a large skillet, heat the olive oil and butter over medium heat and cook the onions for 10 minutes, stirring frequently until lightly browned.

2. Add the salt and pepper, and continue cooking onions for another 5-10 minutes or until they are tender.

3. Add the vinegar and sugar, and stir to coat onions well. Keep onions on the heat until they are heated throughout. Serve warm.

3 ea Medium-sized Red Onions1 Tbs Olive Oil1 Tbs Butter½ tsp Salt½ tsp Cracked Black Pepper1 Tbs Red Wine Vinegar1 Tbs Brown Sugar

INGREDIENTS

Red Onion MarmeladeChef Instructor Clive Wanstall and the Renaissance Room; CAHM Program

Preserves, Sauces, Dressings

“Cooking is at once one of the simplest and most gratifying of the arts, but to cook well one must love and respect food.” – Craig Claiborne (1920-2000), New York Times restaurant critic and food editor for 29 years.

For the Poached Pears1. Peel and halve the pears. Remove the core with a pear corer or paring knife. Slice off just enough of the bottom of the pears that they can balance upright. In a large saucepan, combine the Riesling, sugar, cinnamon stick, star anise pods, and cloves and bring to a boil. Reduce to a gentle simmer.

2. Add half of the pears, cover, and simmer until tender but not falling apart, about 5 minutes. Move cooked pears to a plate and poach the other half of the pears. Chill all the pears once they are cooked. Refrigerate until serv-ing. You can reduce the poaching liquid to use as a syrup.8 ea Bosc Pears, slightly firm1 btle Oregon Riesling (750ml)1 cup Sugar2 ea Star Anise Pods 1 ea Cinnamon Stick 2 ea Whole Cloves

POACHED PEARS

PREP TIME*1-2 HRS

COOK TIME* 45 MIN

SERVINGS8

WINELATE HARVEST RIESLING OR ICE WINE

Taste of LaneFeatured recipe

Riesling-Poached Pears with Crème Anglaise, Almond Tuiles and Marionberry CoulisTerry Ogburn; 2012 Culinary Arts Graduate and Student Club Treasurer

☛

Terry Ogburn

continued

Taste of LaneA Cookbook by the Lane Community College chefs,

staff and students of the Conference and

Culinary Services Division

Top: Cookbook cover and inside spreadBottom: Viewbook cover and inside page


International ProgramDuring the Spring of 2012, Lane’s International partners met with department leaders

to provide feedback on available marketing materials. From this discussion, we began

rethinking the look and feel of the International materials. Included in the revised

marketing collateral materials were:

• Viewbook

• Banner

• Table toppers

• Ads

Achieve your dreAms, stArt At LAne!

lanecc.edu/international

A nationally recognized innovative community college.Lane offers transfer degrees in Business, Engineering and many other majors. Complete two years at Lane and transfer to any of Oregon’s Public Universities, including: University of Oregon, Oregon State University or Portland State University. Don’t worry about your English skills, we offer an English Language Program to help you succeed in the USA!

• Attend Lane and save up to $30,000!• New Student Housing Fall 2012• Scholarships available for International Students

Going to Lane Community College before transferring to the University of Oregon was one of the best decisions I’ve ever made. As long as I’ve been here, I’ve gotten a lot of help from the enthusiastic teaching staff. It’s the good academic

environment at Lane that gives me opportunities to open my mind about the world and to be as confident as I am today. -Chau Nguyen

Top: International viewbook cover and inside pageLower left: Table topperLower right: Ad

• Posters

• PowerPoint template

• Campus tour and Eugene Life videos


WebSpring term 2013 launched one of our greatest accomplishments and marketing endeavors,

the unveiling of a NEW website for the College. The new site incorporates feedback from

students, parents, community members, and stakeholders. The new design yields an ease

of use and navigation that was not there previously. With the launch of the new site, Lane

also created a myLane icon to appear on the homepage for easy access and updated the

myLane banner graphics for students.

This year we also launched a secondary landing page: startatlane.com. The purpose of the

page was to provide a simple, informational message that directs visitors to the correct

place on the main college website for more information. The site is used in nearly all

marketing pieces for consistency and tracking.

• Website redesign

• startatlane.com

Top: Website redesign pages; new landing page and internal CT page showing Auto Body and Fender Technology illustrationBottom: myLane banner updates

• CT illustrations

• myLane banner and icon updates


PhotographyWith the launch of the new College website and the increased marketing efforts, it was

important that we begin to build a large catalog of campus and campus life photography.

We partnered with Steve Smith of Imagine Photographics for some website specific

photography, and with Attic Media to gather general campus life and event photography.

• Imagine Photographics

• Attic Media

Left: Photography by Imagine PhotographicsRight: Photography by Attic Media


Career and Technical ProgramsWith the Carl Perkins grant awarded to our Career and Technical Programs, we were able

to develop a CT-focused marketing and outreach campaign. The following efforts were

incorporated:

• Postcards

• Billboards throughout Lane County

• Radio

• PR, op-ed articles

startatlane.com

Top: BillboardsBottom left: Front of postcardBottom right: Scene from the CT Introduction video which was part of a series for each program


ExitoAs part of our Latino outreach efforts this year, we partnered with the local publication

Exito Magazine. Inside the magazine we dedicated a full spread to providing a variety of

information on the college, programs, events, and resources to help the Latino population

get started.

Datos reales de Lane• COSTO PROMEDIO: $4,261 anuales

• AYUDA FINANCIERA: el 77% de los estudiantes reciven ayuda del govierno

• DINERO AHORRADO: los estudiantes de Lane ahorran un promedio del 43% comparado con otras universidades de Oregon

• MATRICULADOS: servimos aproxímadamente a 37,000 estudiantes

• QUE OFRECEMOS: carreras de dos años con títulos o título de transferencia a una carrera en la universidad

LANE ESTACompromETido A provEEr A LoS ESTudiANTES Apoyo fiNACiEro, A TrAvéS dE AyudA fiNANCiErA y bECAS

541.463.5688 | startatlane.com

Como pagar por el ColegioComo pagar por el Colegio¿Sabía usted que…?Sabía usted que hay las siguientes opciones para pagar por su educación cuando llega ese momento?• Préstamos• Empleo estudiantil• Subvenciones También el estado de Oregon tiene un plan de ahorros especial para educación. Para mas información visite la página oregoncollegesavings.com.

Usted puede recibir dinero gratis por medio de becas! Si las escuelas comunitarias, las universidades, fundaciones privadas, organizaciones, y negocios ofrecen becas para estudiantes con méritos o con capacidades especiales. Usted puede estar calificado, el internet tiene páginas que buscan esas becas. Las siguientes páginas son ideales para empezar: fastweb.com y oregonstudentaid.gov.

Usted también puede recibir dinero gratis a través de subvenciones.Estas subvenciones las distribuye el govierno de acuerdo a la necesidad financiera de los aplicantes.Para adquirir esta ayuda se necesita llenar la “Aplicación de Ayuda Financiera” (FAFSA). Lane le puede ayudar a llenar esta aplicación llamando al 541.463.3214.

Gerardo

Como pagar por el Colegio en un DíaAcompañenos a un evento GRATIS el sábado 26 de enero del 2013, de 9 am a 2:30 pm en el edificio 19 del campus principal de Lane Community College. Le ofreceremos talleres sobre todo tipo de becas y ayuda financiera. Este evento se ofrece en español e ingles. Si tiene preguntas llame al 541.463.3995.

BecasLa Fundación de Lane Community College concede mas de 450 becas anuales con un monto de $750,000. Las becas son virtualmente para la todas las carreras y programas de LCC, y son tanto para estudiantes a tiempo completo, como para estudiantes a medio tiempo. El proceso de aplicación es fácil y sencillo, le aconsejamos a todos los estudiantes a que apliquen. La aplicación sale en Enero en el internet lanecc.edu/foundation. No pierda esta oportunidad!

Gerardo Cifuentes, Student Recruitment and Outreach Coordinator

Esta beca tambien ha ayudado a

disminuir la tensión en mis padres,

pues ellos no pueden ayudarme con

los gastos de mi educación.

-Kayla Casillas, ganadora de la beca de

diversidad Wayne H. Shields

Dese a usted mismo la oportunidad de adquirir una educación. -Teresa Alonsa

Pasos para Registrarse2.

1.

3.

4.

5.

Completar el formulario de Admisiones en el internet

Aplicar para Ayuda Financiera

Completar su Exámen de Ubicación

Hacer una cita para la sesión de Orientación, Guía y Registro para estudiantes nuevos (SOAR) Matricularse

Teresa Alonsa comenzó su Carrera en Lane y luego se transfirió a la Universidad Western Oregon. Ella fue la primera en su familia en ir a la Universidad, ahora sus hermanos siguen su ejemplo!

• Familia• Becas

Su exito comienza aquíSu exito comienza aquí

Las oficinas del programa se trasladaron la semana del 12 de Diciembre para empezar a prepararse para las clases del trimestre de invierno que empiezan el 7 de Enero del 2012. Las puertas hacia el público se abrieron el lunes 17 de Diciembre.Las clases del lunes y miércoles por la noche son excelentes para los estudiantes que trabajan o no pueden asistir a clases durante el día. Hay clases para todos los niveles, desde principiantes hasta avanzados. El costo es de $47 por clase, y esto incluye: 11 semanas de clases, costos de laboratorio de computadoras, asesoramiento académico, y un pase de bus LTD.

El programa de ESL también continuará ofreciendo clases para todos los niveles durante las mañanas, en el campus principal de la Avenida 30.Este año estamos ofreciendo clases nuevas! Para los niveles avanzados 5, 6 y 7 Clases en la mañana (9–12 p.m.) y en la tarde (1–4 p.m.) Para más información o para hacer una cita para matricularse llame al nuevo número 541-463-6190 o durante el día al 541-463-5253 campus principal.

541.463.5688 | startatlane.com

El nuevo campus del centroEl nuevo campus del centro

ESL a LaneEl brillante edificio nuevo de Lane Community College Downtown Campus será la nueva casa para las clases de Inglés como Segunda Lengua (ESL). El edificio nuevo se encuentra localizado en el 101 W, 10th Ave, frente a la Biblioteca Pública de Eugene.

Desde 1970, los estudiantes de ESL han tomado clases en el edificio viejo del campus del centro, el cual tenía clases obsoletas pues era un viejo centro comercial remodelado, tenía poca tecnología y mucha cinta adhesiva en el piso. En el edificio nuevo los estudiantes de ESL serán los primeros en usar clases con lo último en tecnología.

Pasos para Registrarse2.

1.

3.

4.

5.

Completar el formulario de Admisiones en el internetAplicar para Ayuda FinancieraCompletar su Exámen de UbicaciónHacer una cita para la sesión de Orientación, Guía y Registro para estudiantes nuevos (SOAR) Matricularse

Su exito comienza aquíSu exito comienza aquí

Sabía usted que…• Tomar las pruebas de ubicación pueden ayudarle ahorrar dinero? Si, cuando usted saca el puntaje requerido, se le ubica en un nivel más alto; esto le ayuda a eliminar las clases de niveles bajos ahorrando así el costo que hubiera tenido que pagar por esas clases.

• La página web del Centro de Pruebas (Testing Center) tiene una lista de las materias en las que usted puede pedir se le haga un prueba de ubicación? Si, en su página web puede encontrarla lanecc.edu/testing/proctored-testing.

• Hay ejemplos de preguntas para las pruebas de ubicación que le ayudarán a familiarizarse con el formato de la prueba? Si, estos ejemplos también los encuentra en la página web del Centro de Pruebas.• No tiene que tomar todos las pruebas de ubicación al mismo tiempo? Si, solo indíquele a la persona que le atienda en el Centro de Pruebas que usted no quiere tomar todas las pruebas a la vez. A veces tomarse un descanso entre exámenes nos ayuda a enfocarnos y a relajarnos mejor.

Gerardo Gerardo Cifuentes, Student Recruitment and Outreach [email protected]

Top: December spreadBottom: January spread


High School RecruitmentA large area of focus for us has been, and continues to be, increasing high school student

enrollment. This year the marketing department partnered with our High School Connections

Program to increase efforts and provide more focus on direct communication and engagement.

• Radio

• Postcards

• Yearbook ads

• Signs in high school gyms and athletic fields

• High School Connections: brochure, banners, interior sign,

RTEC mural and t-shirt, College Now video

Top: RTEC muralBottom: Radio Spot promoting Summer Term enrollment

“start early, start summer term at lane community college and get a head start on your future. Whether your goal is to transfer to a university or get a degree or certificate in one of our many career and technical programs. lane has a wide variety of summer courses to choose from. at lane community college, save huge on tuition while enjoying the smallest class sizes and...”


Social MediaThis year, our social media efforts included increased reach and engagement from the Facebook

page, branded content on Lane Tuber’s Cafe, and a new Twitter account. Facebook Advertising,

such as the Start At Lane Campaign, added to the proliferation of our marketing outreach. With

in-depth analytics, we know we were able to connect with potential students, current students,

community members, and Lane staff through our social media presence, demonstrating a real

and measurable return on investment.

Top: Lane’s Twitter pageRight: Lane’s Facebook feed


Downtown CampusIn March 2013, we held the Grand Opening of our NEW Downtown Campus. This

endeavor was the focus of several public relations efforts as well as marketing.

• Titan Store signage and look and feel

for inside graphics

• The Building that Teaches touch screen

Welcome to the Downtown Campus!

Top: The Building that Teaches touch screensBottom: Downtown Campus grand opening banner and event photo

• Department banners

• Grand Opening postcard and banner

• PR


Ambulance Vehicle GraphicsThis Spring, we branded two ambulances from Lane’s EMT program. This will boost

exposure of our EMT program and continue to support our efforts to maintain

brand consistency.

Ambulance Vehicle graphics showing the sides and back of the vehicle.

3/4”=1’

AMBULANCEAMBULANCE

Lane Community College

EMT/Paramedic ProgramLane Community College

Lane Community College EMT/Paramedic Program

AMBULANCE




EMT/Paramedic Program

3/4”=1’

AMBULANCEAMBULANCE




AMBULANCE





3/4”=1’

AMBULANCEAMBULANCE




AMBULANCE






Lane PreviewEach year, we host a recruitment and open house event at the main campus. This year

we gave the event a new look and feel that would resonate more with our primary target

audience and generate excitement. We used this new look in several marketing and

collateral elements intended to promote the event and gain attendance.

• Event and interior bus posters

• Postcards

• Billboards throughout Lane County

• Busboards

Join us!

lanecc.edu


4000 E. 30th Ave.Eugene, OR 97405

o How to Enroll and

Pay for CollEgE

o widE VariEty of

aCadEmiC Programs

o studEnt

organizations

o atHlEtiC tEam

oPPortunitiEslanecc.edu

lanecc.edu

Top: BillboardLower left: PosterLower right: Back and front of postcard

• Facebook graphics and ads

• Landing page graphics for college website

• Radio, including a live remote with KDUK

at the event


ConclusionEach year, Marketing and Public Relations represents a range of departments, programs,

and activities through our communications efforts. We provide support to staff and

faculty charged with representing Lane via advertising or other promotional earned media

activities. Our goal is to create a consistent brand experience for each person who comes

into contact with the college.

Student Success Starts Here, with each and every staff and faculty member at Lane. To find

out more about how you can become a more active member of the Lane brand, please

contact Tracy Simms, [email protected].

Agency of RecordFunk/Levis & Associates is a local branding agency and has collaborated with Lane’s

leadership for more than a decade. They have been our official agency of record for the

last eight years.

marketing and public relations 2012–2013 year in review

Documents