The process to determine how KVCC presents itself to the public and the college’s various constituents in the future continues this week.
Called “branding” in the marketing professions, the KVCC version is being orchestrated by the Chicago firm of Lipman Hearne, which has performed similar chores at these institutions of higher education:
Georgia Tech, Vanderbilt University, the University of North Carolina, Northwestern University, Duke University, Calvin College, Brown University, the University of Southern California, Northwest Iowa Community College, and the Smithsonian Institution.
Representatives of Lipman Hearne are scheduled to meet Monday and Tuesday (Oct. 20-21) with a variety of stakeholders.
● Faculty members and instructors – Monday (Oct. 20) from 8:30 to 10 a.m. in Room 4370. Among those signed up for this session are Jim Ratliff, Erick Martin, Scott Myers and Kate Ferraro.
● Administrators and staff – Monday (Oct. 20) from 10:30 to noon in Room 4370. Participants will be Mike McCall, Lauren Beresford, Dennis Bertch, Karen Phelps, Nancy Taylor, Blake Glass, Lesa Ward, Carol Mallinson, Jim Taylor, Mike Thompson, John Payne, Dick Shilts, Marylan Hightree, Mary Lawrence, Janet Alm, Diane Vandenberg, Tim Welsh, Carol Heeter, John Chapman, Grant Chandler, and Lydia Hines
● Current “traditional” students – Monday (Oct. 20) from 1:30 to 3 p.m. in Room 4370.
● Alumni – Monday (Oct. 20) from 3:30 to 5 p.m. in Room 4370. – Shawna Vanderveen, Amber Hutson, Jaimie Robins, Rhonda Garthe, Robyn Robinson and Travelyan Chambliss.
● Added to the schedule for Monday (Oct. 20) will be a session from 5:30 to 7 p.m. in Room 4370 to accommodate the workdays of alumni, nontraditional and continuing-education students.
● Staff members who are involved in the college’s external relations – Tuesday, Oct. 21, from 8:30 to 10 a.m. in Room 4370 – Cindy Buckley, Lisa Strausbaugh, Trish Schroeder, Lauren Beresford, Jim DeHaven, Karen Visser, Steve Doherty, Pat Norris, Lisa Breithaupt, Elspeth Inglis, Gina Fischer, and Tom Thinnes.
● Community leaders – Tuesday (Oct. 21) from 3:30 to 5 p.m. in Room 4370. Among those who will take part are members of the KVCC Board of Trustees, the KVCC Foundation Board of Directors, and the advisory boards for the KalamazooValleyMuseum and the M-TEC.
Tuesday sessions originally scheduled for a second group of faculty and instructors, along with one for nontraditional and continuing-education students, have been cancelled. However, administrators, faculty, staff and students are still invited to sit in on an appropriate session, space willing.
In its response to the college’s request for proposals, Lipman Hearne stated:
“Branding is more than creating a beautiful logo or sharp tagline. It’s more than a striking ad campaign or a public-relations blitz. These things are essential, but at its core, branding is about creating an enduring and emotional attachment between your audience and your institution.”
In announcing the branding project to the college committee, President Marilyn Schlack said the process boils down to “conducting an in-depth study of KVCC and its impact on the Greater Kalamazoo community. We are hoping that by the first of the year, we will have a new brand and a comprehensive marketing plan in place.”
The Lipman Hearne report indicated that KVCC will be starting the process from a positive position.
“There’s much to tout about KVCC,” it stated. “Its impressive 85-percent retention rate, its focus on student success, its top-notch facilities, its role in making downtown Kalamazoo a vibrant destination, and its strong relationships with business and community leaders. . .
“The challenge and the opportunity for KVCC lies in the articulation of what it distinctively has to offer the residents of Michigan’s western region,” according to what the firm stated in its proposal to the KVCC Board of Trustees.
“Opportunities also exist in the creation of a brand identity that tells its story persuasively and effectively,” the proposal stated, “and the delivery of the brand experience through multiple channels in a powerful and targeted way.”
In that light, the firm’s strategy in forging that new brand must include roles for faculty, staff, students, administrators, and other community stakeholders.
And all must speak to how KVCC has responded to the needs of the residents it serves in the past and how that can continue to be accomplished in the future.
The results should include:
● A better understanding of what the institution means to its constituent audiences.
● A focus on what must be accomplished to continue reaching these audiences and building new ones.
● Improved efficiency and effectiveness in how marketing resources are used.
● A common language that improves the quality of dialogue, especially about the future.
Members of the college’s branding committee include Mike Collins, Deborah Dawson, Jim DeHaven, Steve Doherty, Mike Keller and Karen Matson.
Hospitality industry gets academy treatment
With other vocations and occupations in the pipeline, the hospitality industry is the next in KalamazooValleyCommunity College’s workforce-development academies.
Slated to begin Jan. 5, the HospitalityAcademy is joining the college’s growing roster of specialized, targeted training programs.
“It’s a fast track to employment,” said Lesa Strausbaugh, KVCC’s director of career academies, “and it is our response to what each industry is demanding to meet its workforce needs. From our point of view, the college seeks to provide people with the skills that open up employment opportunities.”
But the college does take a close look at the industry-driven idea before it leaps, and area businesses aid in that step by staffing focus groups. The No. 1 and No. 2 questions are: is there a need for this kind of training and, if so, are there jobs out there to be filled?
The HospitalityAcademy will run daily for five weeks through Feb. 6 at the Arcadia Commons Campus’ Anna Whitten Hall in downtown Kalamazoo.
“A career in hospitality can be glamorous and exciting,” said Strausbaugh, a marketing major at JacksonvilleStateUniversity in Alabama, “but it involves long hours and hard work. Virtually every job in the field requires regular public contact, leadership skills, and an emphasis on customer service.”
During 157 hours of instruction , students will learn the workings of the rooms division and food-and-beverage division in hospitality, which includes front-desk management, reservations, housekeeping, bells services, restaurant service, and banquet organization. A major component will be job shadowing and an in-the-field training practicum.
Acceptance into the academy will be competitive and be based on a written application, feedback from references, results of assessment tests to determine fitness for the occupation, and interviews.
Those who complete the academy will receive a certificate in hospitality from KVCC and a globally recognized certificate from the American Hotel and Lodging Association.
“It’s been proven that certificates and diplomas from the educational institute of the association open doors to graduates looking for careers in the lodging industry,” Strausbaugh said. “We’re excited to offer students this opportunity.”
The lead instructor, complemented by professionals serving as guest presenters, will bring many years of experience in all aspects of the hospitality industry to the training.
Hospitality will become the focus of the college’s third academy, joining automotive technology and the criminal-justice field of corrections, both of which are in the middle of their second class of participants. Other occupations and professions are being studied to determine the feasibility of an academy approach. Response will determine whether a second hospitality academy is scheduled.
Infused in the new academy will be components provided by the KVCCStudentSuccessCenter that enhances job-search skills and employability.
The fee for the five-week academy is $750.
Applications are available by calling Strausbaugh at (269) 353-1253 or by visiting this website at The deadline to apply is Nov. 19.
Workshop preps for Volunteer Fair on Thursday
A “Volunteer and Community Services Fair” will be staged at KVCC on Thursday (Oct. 23) and it shapes up as a win-win experience for 50 human-service, educational and recreational agencies and for students.
The organizations, some of them affiliated with the Greater Kalamazoo United Way, will be in the market for a cadre of new volunteers to help them achieve their missions, while students will able to expand their networking among professionals in their career fields as they give something back to the community.
All that will come into play the evening before when students are invited to a free workshop that will detail how experience as a volunteer can lead to success in a career.
Staged by KVCC’s Student Employment Services and Career Services, “The Volunteer Workshop” is set for Wednesday (Oct. 22) from 6 to 7 p.m. in the Student Commons Forum. More information is available by contacting career adviser Karen Steeno van Staveren at extension 4272 or
The community-service organizations will be sending representatives to the Student Commons to meet with students on an individual basis from 9 a.m. to noon.
The 2008 “Volunteer and Community Services Fair” is being hosted by the KVCCStudentSuccessCenter’s Student Employment Services unit. For more information, contact Karen Phelps or Lois Brinson.
“Students should think about volunteering,” said Phelps, the unit’s work-experience coordinator, “because the experience can assist in making career decisions.”
She and Brinson can come to classes to promote the event with students. Instructors can also give extra credit to stimulate attendance.
Already signed on to participate are:
American Cancer Society, Great Lakes Chapter of the Alzheimer’s Association, Great Lakes Peace Jam, Borgess Medical Center’s volunteer unit, the Kalamazoo Regional Educational Service Agency’s Croyden Avenue School and its Young Adult Program;
Southern Care Inc. at 4341 S. Westnedge, the Kalamazoo Deacons Conference at 1010 N. Westnedge, YWCA of Kalamazoo, City of Kalamazoo Department of Parks and Recreation, Kalamazoo County Community Action Agency, New Genesis Inc. at 1340 Cobb in Kalamazoo;
Fair Housing Center for Southwest Michigan, Family and Children Services, First Day Shoe Fund, Free Clinic of Kalamazoo Advocacy Services for Kids at 414 E. Michigan Ave., The Volunteer Center of Greater Kalamazoo, the Air Zoo;
The Smartshop Metal Arts Center at 516 E. North St., MRC Industries Inc., Oakwood Neighborhood Association, Residential Opportunities Inc., the Michigan Department of Human Services, the Kalamazoo Gospel Mission;
Big Brothers-Big Sisters of Greater Kalamazoo Inc., Eastside Neighborhood Association, Girl Scout Heart of Michigan, the Gilmore Car Museum, Hospice Care of Southwest Michigan, and Guardian Finance and Advocacy Services;
Goodwill Industries of Southwestern Michigan, Heartland Health Care Center, Hispanic American Council, Housing Resources Inc., Greater Kalamazoo Girls on the Run, Gryphon Place, Kalamazoo County Poverty Reduction Initiative;
Kalamazoo Drop-In Child Care Center, In-House Hospice Solutions, Boys and Girls Club of Greater Kalamazoo, Douglass Community Association, Kalamazoo County chapter of the American Red Cross, Kalamazoo Gay and Lesbian Resource Center;
Kalamazoo Valley Habitat for Humanity, Family Division of the Ninth Circuit Court, Pretty Lake Vacation Camp, Kalamazoo Humane Society, Ministry with Community, and the Portage Community Center.
“These community organizations will invite students and visitors to explore volunteering as a method to increase their career opportunities while benefiting the community,” Phelps said Karen Phelps.
“Part of the college's mission,” she said, “is to produce well-rounded students and future members of the workforce who are more than willing to give back to their community and to invest in the human-service agencies that all serve us well. This is also a really good opportunity for students to network with people who are involved in the career fields they are pursuing.”
The event is free and participants can drop in at any time during the three-hour period.
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Safe at home from firesAs part of the observance of Fire Safety Month in October, KVCC is arranging for the purchase of fire extinguishers, ladders and smoke detectors at discounted costs for administrators, faculty and staff.
Arranged through Jane Westra, safety specialist in the KVCC Office of Human Resources, orders can be placed until Nov. 4 by contacting her at extension 4471 or .
Here’s what is available and the costs:
2.5-pound fire extinguisher with vehicle bracket -- $25
Five-pound extinguisher with wall hook -- $35
10-pound extinguisher with wall hook -- $60
13-to-15-foot chain-metal escape ladder -- $43
25-foot chain-metal escape ladder -- $68
Photo-electric smoke detector -- $33
The purchases will be delivered by Nov. 6.
Westra passes on these statistics about fires:
(1)80 percent of fire deaths occur in the home.
(2)Having a working smoke detector more than doubles a person’s chance of surviving a fire.
(3)An all-purpose extinguisher for grease and electrical fires should be within reach in a home’s kitchen.
(4)It’s a good idea to store extinguishers near the furnace, garage, or anywhere else a fire is likely to ignite.
(5)Have an escape route for each area of the home and a designated meeting place outside.
(6)Practice an escape plan periodically so that it can be easily remembered in the event of an emergency.
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Home buying, resume writing are workshops for studentsFactors to consider in buying a house, creating an effective resume, and the health aspects of proper breathing are among the topics to be covered in upcoming workshops scheduled by the StudentSuccessCenter.
Free, open to all students, and mostly slated for the Student Commons Forum, the schedule of sessions is:
♦ “Thinking About Buying Your First Home?” – Wednesday (Oct, 22) at 11 a.m. Sharilyn Parson, deputy director of Kalamazoo Neighborhood Housing Services, will talk about the investment aspect of home buying, mortgage readiness, and what to look for in purchasing a house.
♦ “Pranayama: Power of Breath” – Tuesday, Nov. 11, at 11 a.m. Occupational therapist Renu Sharma will explain and demonstrate an ancient yogic breathing technique that promotes health and a more positive perspective.
♦ “Resume Workshop” – Thursday, Nov. 13, at 3 p.m. KVCC’s Lois Brinson and Karen Phelps takes students through a step-by-step process to crafting a resume that can assist greatly in the search for employment. They will also evaluate a student’s existing resume.
♦ “Psychology of Buying” – Wednesday, Nov. 19, at 1 p.m. Building on his previous presentation about the psychology of spending, Chris Palmer of GreenPath Debt Solutions will provide some techniques in how to overcome “the urge to splurge.” This session is set for Room 4370 on the Texas Township Campus.
♦ “International Fest” – on Wednesday, Nov. 19, from 6 to 8 p.m. This offersU. S. students the opportunity to meet their peers from around the globe, enjoy their ethnic foods, and experience their cultures.
Slated for December will be a workshop on resume writing and job interviewing and ways to overcome the stress that can come with the year-end holiday.
For more information about these and upcoming workshops for students, contact Pamela Siegfried, the center’s life-resources coordinator, at extension 4825. Refreshments are part of the attraction.
Kalamazoo murders that made national news
With the approach of Halloween, “Murders Most Foul: Notorious Murders in Kalamazoo” is the Oct. 26. “Sunday Series” program at the KalamazooValleyMuseum.
While sensational slayings are the stuff that fill the columns of tabloid newspapers and the airtime on cable news programs these days, 75 or more years ago sins against the Sixth Commandment in little ol’ Kalamazoo were enough to attract the attention of newspapers across the nation.
Tom Dietz, the museum’s curator, will tell some of these not-so-tall tales of terror and termination at 1:30 p.m. in the Mary Jane Stryker Theater. All presentations in the series are free and open to the public.
“Major New York and Chicago newspapers took note of the murder of Sheriff Benjamin F. Orcutt on a cold December evening in 1867 during an attempted jailbreak,” Dietz says.
“They also provided coverage of the story of the ‘Flying Bandit’ murder in 1935,” he says, “as well as when one priest murdered another in 1924. And, when a respectable middle-aged couple murdered their elderly neighbor because they believed she was a witch, papers across the country picked up the story.”
“The Flying Bandit” murder, which was something of a twist of the traditional love-triangle situation, garnered coverage in The New York Times, The Washington Post, The Chicago Tribune and The Atlanta Constitution. It involved the slayer driving the body of his victim cross-country in the trunk of his car. His plan, be that as it may, was to sell the car and head for China. The tale gets wackier from there.
The national newspapers not only reacted to the sensational nature of the cross-country flight, but they also recounted the slayer’s earlier criminal history for which he had earned the nickname of the “Flying Bandit.” In 1928, the Kalamazooan hired a flight instructor. On a flight from Pontiac to Kalamazoo, he hit the instructor over the head with a hammer, crash-landed the plane in Kalamazoo, and rifled through it for jewelry, cash, and other valuables. He spent six years in Jackson State Prison.
Dietz will also look at the case of Bessie Voeth who forgave her lover and killer, asking only for a dying kiss, as well as the unsolved murder of butcher Lewis Schilling. Another is the story of the “Half-Murdered Man.”
“These cases fed the public appetite for sensationalism just as much as the public hangs on every new revelation of similar stories today,” he says.
The lone billing in November for the “Sunday Series” will be “Four Corners of Kalamazoo County” that sheds light on the crossroad settlements that dotted this part of the sate in the 19th century. It is set for Nov. 9.
The 2008 finale will be “Things of History” on Dec. 14 as Dietz tells the stories behind some of the museum’s more intriguing artifacts.
Here’s the line-up for the first half of 2009:
♦ “Charlie Hays: Home Builder” on Jan. 11.
♦ “Where the Streets Got Their Names” on Jan. 25.
♦ “The Michigan Land Survey” on Feb. 8 looks at the origins of the mapping of what had been the MichiganTerritory.
♦ “The Sins of Kalamazoo Were Scarlet and Crimson” on Feb. 22 recounts the city’s red-light districts and speakeasies during Prohibition
♦ “The Velvelettes” on March 8 - the Kalamazoo connections to Motown
♦ “Famous Visitors to Kalamazoo” on March 22 - notables, celebrities and politicians who have come to this community for a variety of reasons.
♦ “Red Terror in Kalamazoo: The 1948 Shakespeare Strike” on April 26.
For more information, contact Dietz at 373-7990 or visit the museum’s website at
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