Marketing
Mission
Assist in developing an integrated marketing strategy that incorporates all “communication touch points” associated with LBC under a single set of marketing standard operating procedures and policies.
Analysis of Evidences
The FY11-12 marked a number of changes in the marketing department, most notably the transition from a server-based proprietary CMS system to a web-based CMS subscription, Percussion, to provide a solution to the significant number of website challenges LBC faced (per “Direct Evidences” and “Use of Direct Evidences” in Ongoing Objectives of FY10-11 COAP). Furthermore, the new CMS will allow for the relatively simple creation of numerous landing pages and site updates in the upcoming academic/fiscal year as part of the institutional digital strategy (p. 13-18, 22, 25-28 of “Institutional Marketing Strategies and Communications Plan” (evidence doc 11-12_02) per #1 of Short-term Goals and Direct Evidences in FY11-12 COAP).
One of the main goals in the upcoming academic year will be to implement a centralized marketing model (per evidence docs 11-12_02, 11-12_03, and 11-12_04, drafted, revised, and approved earlier in the calendar year). While specific strategies are outlined for various departments and programs, the primary goal (and the primary challenge) will be changing the culture and mindset of the leaders of these departments and programs to see the needs of the greater good (the mission and vision of LBC) above what they may view as their of highest importance to their own area. It is maintaining a biblical perspective that “if one part suffers, every part suffers with it; if one part is honored, every part rejoices with it” (1 Cor. 12:26).
Evidences of Compliance
Comprehensive Outcomes and Assessment Plan
- IA Marketing COAP 2011-2012
- IA Marketing COAP 2010-2011
- IA Marketing COAP 2009-2010
- IA Marketing COAP 2008-2009
Supporting Documents
- 11-12-01 Cabinet Notes
- 11-12-02 Marketing Strategties and Communications Plan
- 11-12-03 The Playbook for Marketing Strategy
- 11-12-04 Developing an Institutional Communications Plan
- Enrollment Management Assessment Results
Action Plans
Strategic Planning Initiatives
Program Evaluation