Enhance the Image of the University

     Marketing is a necessary tool for university success in the current post-secondary education market and in today's strained economic  environment. To serve the university's marketing needs the Marketing Department will Support, promote and extend the  marketing of a cohesive SHSU brand image of the highest professional quality. 
     This will includes providing numerous consulting activities  to  support, and facilitate the development of new marketing efforts and to improve the quality of existing marketing by programs, offices and organizations across the univesity;  and to align all marketing, old and new, with the current SHSU brand image. This endeavor also includes the direct initiation and implementation of numerous professional marketing projects  by the the Marketing Department such as strategic purchasing of electronic media time and print exposures; brochure and printed program preparation; strategic bill-board rental and preparation; multi-media promotional campaigns, etc.
     Theoretically and historically, the number of of maketing consulting activities  and directly implemented marketing projects completed by the Marketing Dept. are associated with increases in the amount, quality and brand cohesiveness of all SHSU marketing. 

marketing consultations are performed in response to specific requests from offices, programs and organizations throughout the university. Consultations completed in response to university constituent needs will be tallied as a direct measure of service productivity in support of the stated objective. 

In FY10 we will complete at least 65 professional marketing consultations in direct response to university needs.  The total  number of consultations completed in FY 09 was 65 and, givin the reduction of resources available to most departments, offices and organizations for marketing, the President and Vice President anticipated a reduction in development of new marketing activities, hence the  FY 10 target was set at 65 consultations.

As of May 31, 57 professional marketing consultations have been completed in response to requests from university constituents.  The final number will be available at the end of the fiscal year (August 31). it is already apparent that marketing initiatives , whether  new development or improvement of existing marketing, may not have increased very much throughout the university over this past year.

Marketing-related Projects are implemented to promote a cohesive SHSU brand image of the highest professional quality. It is extremely difficult to directly assess the impact or effectiveness of marketing projects upon the outcomes they are intended to influence.
     INferred measures of marketing project impact and effectiveness might  routinely begin by counting, tracking and relating the number of marketing projects completed in a given time period  to instances of desired outcomes in an appropriate reaction period .
    At this point in our assessment evolution we are measuring
 numbers of marketing related projects completed monthly  and cumulatively for the year.

The productivity target set for the Marketing Dept by the President's Performance Indicator Target is to complete 500 Marketing-related Projects          
  In order to be judged productive in  FY10 we will complete at least 500 marketing-related projects  to promote a cohesive SHSU brand image of the highest professional quality.
  The total  number of marketing-related projects completed in FY 09 was more than 500, nonetheless, the president and the vice president thought it would be challenging to complete almost the same  number of projects as in FY09 with the resources and conditions that were anticipated for FY10


 

As of May 31, Pthe Marketing Dept met its productivity Criterion for Projects Completed -- 628 projects had been completed.  This number exceeds the goal specified President's Prefoprmance Indicator Report. The final number will be availible at the end of the fiscal year (August 31).

     As a group, the Marketing Dept will be considering other approaches to assesing what it delivers in support of this objective and how effectively it does so. For instance, in addition to directly measuring productivity,  we may consider indirect measures of performance such as assessing satisfaction with consultation, and impact of consulting services re. number and level of quality improvements or new marketing projects developed by clients. We may also attempting to assess the quality and  impact of marketing projects
     The department should also focus upon consultations and projects that will most increase awareness and enhance public image and prioritize resouces to support such endeavors while still rattempting to espond to all requests, as possible. 
     To  accelerate the improvement of quality and brand cohesiveness in marketing across the university, the Department will utilize projects and consultations to further increase awareness of the services provided by the Marketing Department.