Strategic Initiative Reports 2010-11– Goal Team 4
May 26, 2011
The goal team identified 10 initiatives that help to advance goal 4:
#1 - Create a strategic communications plan, increase “story telling,” and enhance Valencia’s brand.
#2 - Create new resource development plan.
#3 - Create an economic development strategic plan.
#4 - Substantive review of Valencia Enterprises Strategy.
#5 - Increasing Alumni Involvement
#6 – Grow Bridges to Success.
#7 – Service Learning as a means of partnering with the community.
#8 – Create a federal relations agenda that reflects Valencia’s needs.
#9 – Support for Veterans.
#10 – Peace and Justice Initiative.
Goal 4 - Initiative #1
Create a strategic communications plan, increase “story telling,”
and enhance Valencia’s brand.
Prepared by: Susan Kelley in 2010.Updated by Craig Blazejewski in 2011.
Person(s) consulted in obtaining information about the status of this initiative:
Susan Kelley, Lucy Boudet
Summary of progress made on the initiative to date:
The area of the college that is responsible for marketing and communications was renamed Marketing and Strategic Communications in 2009. A new Assistant Vice President (Lucy Boudet) was hired in September 2009, and she and the team have created a new marketing and strategic communications plan. The plan includes marketing and branding as well as methods of communicating with stakeholder groups. (In 2010-11, responsibility for communications with internal stakeholders was assigned to the new office of Organizational Development in the Human Resources Division.)
The plan for communicating with external stakeholders includes a significant focus on the use of web-based communications tools. Student and prospective student focus groups have been held to better inform this work.
Information about upcoming work on the initiative:
A nationally-recognized consultant was hired to assist in developing our marketing and communications strategies that use the web. A major re-design of the web site will take place in the year ahead.
OIT and Marketing/Strategic Communications teams are working together to update and refine the processes in which they are each engaged as related to the web site, its design, and its use as a communications and marketing tool.
Marketing/Strategic Communications staff are also working with Student Affairs staff on strategies to reach out to prospective students and those who are transitioning into Valencia.
A new media web site was launched in 2010 that encourages greater coverage of Valencia’s news.
As part of the name change that takes effect July 1, 2011, standards in the use of our college logo and name were developed and shared collegewide.
Goal 4 - Initiative #2
Create new resource development plan
Prepared by: Susan Kelley
Updated by: Barbara Frazier and Susan Kelley
Person(s) consulted in obtaining information about the status of this initiative:
Geraldine Gallagher, Liz Gombash
Summary of progress made on the initiative to date:
The Valencia Office of Resource Development each year creates a plan to pursue grants that align with the college’s strategic plan and the needs and interests of the various college divisions and departments. These opportunities are discussed with those who would have responsibility for the grant-funded activities, and decisions are made about pursuing each grant. Current efforts to update outcomes and measures for the strategic plan will help to spur grant development that will support its execution.
In 2010-11, campus-based meetings were held with provosts to review grant opportunities that might be incorporated into campus plans that will be developed in 2011-12. A list of grants was created tailored to each campus.
Theresource development staff met with deans to review grant opportunities, the grant development process, and to learn more about the interests and needs of the various departments of the college in anticipation of the college’s transition to campus presidencies. On June 2, 2010, a grant training session for the East and Winter Park deans occurred. The training covered various grant development strategies.
Among the funding opportunities pursued in 2010-11 are those that enhance programs and services in areas related to Direct Connect, new baccalaureate programs, faculty development, STEM, developmental education, and homeland security.
The Office of Resource Development also continues to strengthen grants management, ensuring that the college is up to date on the latest regulations, and to clarify the internal grants development and management processes.
The Valencia Foundation continued to provide support to the college via scholarships, endowed chairs, support for community outreach, and support for internal needs that cannot be met with state dollars, such as refreshments for planning meetings. A highly successful Taste for Learning event was held in 2010-11, continuing to attract significant funding for the Foundation. While the economy has impacted giving levels for all charities, the Foundation has continued to add new donors and attract funding from existing donors. The Alumni Association continues to partner with the Foundation to raise funds for scholarships.
Goal Team 4 – Initiative # 3
(Draft pending review by Gaby Hawat)
Create an economic development strategic plan.
Prepared by: Susan Kelley
Person(s) consulted in obtaining information about the status of this initiative: Gaby Hawat
Summary of progress made on the initiative to date, and summary of upcoming work:
The President appointed an Executive Dean for Economic Development, Gaby Hawat, who has been actively working to connect Valencia to significant economic development agendas in our region and at the national level. A series of industry forums has been launched, starting with a forum on green industries, and progressing to a forum on cyber security. This series will expand the dialogue and lay a basis for a growing partnership with key sectors and with specific businesses who need training and educational programs for employees.
Connections are being made with industry and business groups, such as the Chambers of Commerce and the Economic Development Commission, to explore common goals and needs. This is resulting in support for funding for Valencia at the state and federal levels in upcoming budgets. Key support for a state funding initiative for community colleges was developed with the Chamber, and federal grant proposals have been developed to advance the work in critical areas of industry need. Also, the college is assisting regional,county and city economic development office efforts to attract businesses to Central Florida.
Goal 4 - Initiative #4
Substantive review of Valencia Enterprises Strategy.
The 2010 report:
Prepared by: Amy Bosley in 2010.
Person(s) consulted in obtaining information about the status of this initiative: Joe Battista
Summary of progress made on the initiative to date:
Two preliminary, fact-gathering meetings have been held to date (3/16/2010) resulting in data to be reviewed regarding Valencia Enterprise performance, position, and strategy.
Information about upcoming work on the initiative:
Meetings will be scheduled to review the data collected in the initial phase and to make adjustments (if necessary) to the Valencia Enterprise strategy and direction.
The 2011 Report Update:
Prepared by: Craig Blazejewski
Person(s) consulted in obtaining information about the status of this initiative:
Joe Battista, Allie Stevenson, Lucy Boudet, Mary Jane Jones, Darla Sharpe
Summary of progress made on the initiative to date:
As an outcome of the performance, position and strategy sessions to examine the strategy and direction of Valencia Enterprises, a process has been initiated to shed the individual identity of Valencia Enterprises as a stand-alone entity and, for the first time, align the continuing education division with the parent organization.
Information about upcoming work on the initiative:
As of January 2011, the Valencia Enterprises division has become "Valencia Continuing Education." This strategic brand alignment aligns the continuing education division with the parent organization and allows for clear and cohesive communication across all mediums and audience segments. All branded elements have been aligned with the parent entity, Valencia. The equity of the Valencia name and good standing with community partners will benefit the organization; its students; and the community.
What was previously a separate marketing, advertising and media budget for Valencia Enterprises has been transferred to the marketing budget code. Prior to this change the Valencia Enterprises marketing and media strategy was planned and managed independent of the college's budget and media plan, managed by the office of marketing and strategic communications. This move allows the office of marketing and strategic communications to play a lead role in planning and executing a cohesive media strategy for Valencia -- one which fully supports and promotes continuing education and professional development and includes account management, planning, creative execution, strategy and implementation of all marketing communications.
The office of marketing and strategic communications continues to work closely with Joe Battista and the continuing education team to communicate a this message externally through a strategic media plan and, for the first time, inclusion in Valencia's advertising campaign. This will allow Valencia’s continuing education division to have a greater “share of voice” in our marketing efforts, and will allow Valencia to tell the complete story of our benefit to the community, in a unified “voice.”
Any data or results that can be shared that reveals how those involved with this initiative are gauging the success of the initiative:
Data to determine the success of this transition should be evaluated for the 2011-2012 fiscal year, in comparison to the 2010-2011 fiscal year.
Goal 4 – Initiative # 5
Increasing Alumni Involvement
Prepared by Susan Kelley in 2010-11.
The Alumni Relations office has focused on increasing the connection with and participation of alumni through targeted efforts.
Vitae continued to be published and grow in its readership. In addition, the use of social networking tools such as Facebook continue to feature news about and for our alumni.
Scholarship funds continue to be raised for the existing scholarship accounts, and awards were made in Spring 2011.
The 6th Annual Valencia Alumni 5K Walk, Run & Roll continued to grow and offer opportunities for volunteerism and serve as an Alumni Association friendraiser/fundraiser.
Alumni chapter networks continue to be developed. A Bridges to Success alumni reunion took place in July 2010 and a Nursing 40th Anniversary alumni reunion took place in Spring 2011. The Association of Honors Alumni will held a gathering in August 2010.
A major new activity was launched in Fall 2010: Valencia Homecoming. This enabled alums and retirees to have opportunities to come back to campus to network with former classmates, colleagues, professors and staff.
Data are available showing the significant growth in the numbers of members of the Alumni Association and their giving to the Foundation.
Goal 4 – Initiative #6
Grow Bridges to Success
Prepared by: Nichole McPherson and Nicole Valentino
Summary:
Bridges To Success (BTS) is a program designed to serve students in our community who have multiple risk factors that inhibit student success in college. The program’s primary focus is identifying students with multiple risk factors such as low income, significant need for developmental academic course work (two or more preparatory classes) and first generation students.
The program has met their goal of admitting 300 new students, a total of 60 new scholarships for the summer of 2010. However, there were factors that prevented some students from enrolling (i.e., FAFSA incomplete by deadline, residency issues, program requirements not met).
They are also on target to reach its Expansion Goal for 2011: admitting 350 new students, a total of 50 new scholarships. “This application process was revised in April of 2010 to focus our efforts on students with identifiable risk factors. We have made it easier to accurately identify this population. Transition Services and our Community Partners have assisted us with disseminating applications to targeted high schools and community agencies.” - Tanisha Carter
An Advisory Committee has been established. The committee has developed a rubric for selection based on those students who have a need for significant development coursework. The Advisory Committee is a balanced representation of Faculty, Financial Aid and Bridges program staff.
BTS works with Transitions & Enrollment Services, high schools and homeless organizations in Orange and Osceola counties to identify homeless and foster youth to give them a higher priority in the selection process for admittance into the Bridges program.
- Transitions & Enrollment Services acts as an external “Public Relations” firm to facilitate partnership opportunities between the Bridges to Success Program and the community (primarily high schools and community agencies) as well as promoting the program in their presentations.
One of the many channels at the college that Bridges works through to facilitate the transition of these students (under privileged, in need of significant development coursework, homeless and foster youth) into Valencia are Transitions & Enrollment Services, Admissions, Financial Aid and Academic Deans. BTS, in conjunction with the Lifestrides program, facilitates this work; assuring that a staff member assists each student through application, financial aid, and orientation.
First generation college students are also given priority points in the selection process through a revised application that accurately identifies these students. The program partners with school and community personnel who submit recommendation forms to ensure this population is being served by the expansion of the program.
Supplemental Learning and LINC courses have been added to the BTS program for enhanced student learning.
A part-time advisor for Osceola Campus and a full-time Director were hired. An East Campus part-time advisor position has also been transitioned into a full-time advisor position.
Notable external changes:
Due to the recent economic turbulence in the Central Florida area, there has been an increase in students who are unable to support their education goals financially. There has also been a need in the community for more educational opportunities. This has allowed the BTS program to have an increase in the number of qualified applicants; these applicants align more with the goals and vision of the Bridges program.
With the increase of the Developmental Education Initiative (DEI) funds, BTS has been able to increase the amount of staff needed to facilitate their increase in applicants.
Update(s) suggested:
BTS has created and implemented a plan of action to meet the needs of the community and the student populations the college serves. The program is on target with the initiatives and goals outlined in the Bridges To Success White Paper.
Resources consulted in preparation of update(s):
John Stover – Manager, Bridges to Success, Dr. Tanisha Carter – Director, Bridges To Success,Bridges to Success White Paper “A Vision for the Future”, Transitions Recruitment Territory Chart, Jessica Morales – Director of Transitions & Enrollment Services, Bridges To Success website - (includes Bridges application).
Goal 4 – Initiative #7
Service Learning as a means of partnering with the community.
Prepared by: Christie Pickeral
Person(s) consulted in obtaining information about the status of this initiative:
Wendi Dew, Cathy Penfold Navarro, Valerie Burks
Summary of progress made on the initiative to date:
1. Learning Day will have a service learning focus.
2. Professional development curriculum has been developed to assist faculty members in implementing service learning as part of their courses.
3. SLS 2940 is available for students who want to do service learning independent of a class.
4. Christie Pickeral has been given reassign time to develop the professional development course and faculty handbook.
5. Service Learning has a web presence on Valencia’s website.
6. Service Learning committee established mission, vision, outcomes and plan for institutionalizing service learning at the college.
Information about upcoming work on the initiative:
1. Professional development course entitled Service Learning Across the Curriculum will begin after Learning Day.
2. Faculty handbook for service learning will be developed.
3. Database for community partners will be developed as a resource for service projects.
4. Course materials for SLS 2940 will be developed to include more reading and reflection.
Any data or results that can be shared that reveals how those involved with this initiative are gauging the success of the initiative:
Feedback from Learning Day and Professional Development will be available upon completion of each.
A complete proposal has been developed for institutionalization which contains a rationale, and is available for review. It includes the following:
Definition:
Service Learning is a teaching and learning strategy that integrates meaningful community service with instruction and reflection to enrich the learning experience, teach civic responsibility, and strengthen communities.
Vision: Service Learning creates opportunities for Valencia students, faculty, and staff to learn in partnership with the community and to develop competencies that relate to course content and promote the advancement of a socially responsible citizenry.
Mission: Service Learning at Valencia Community College is an integral and enriching aspect of a student's education that fosters engagement with the larger community that furthers the academic and public purposes of the college.
Goal 4 – Initiative #8
Create a federal relations agenda that reflects Valencia’s needs.
Prepared by: Susan Kelley
Valencia has continued to pursue issues before the Congress, with efforts in 2010-11 focused on advocacy for financial aid for our students.
After the elections of Fall 2010, several members of our delegation changed, and meetings were held with staff as opportunities arose to acquaint them with Valencia and our students’ needs.
Because the Congress in 2011 has avoided earmarking funds, due in part to the budget shortfalls and due to the philosophy of many members, Valencia did not pursue any earmarks of federal funds in the past year.