Bachelor of Commerce (Digital Marketing) - Postsecondary ...

C. Progress Towards Achieving Board Ends and College Strategic Directions
C.3 Meeting Labour Market Needs (Policy A-40) (cont’d)
The College will complete a new, three-year marketing plan with strategies that will result in
the best return on investment for future marketing. These strategies will be evaluated each
year in order to change directions as necessary. Highlights of this plan include more
marketing to non-direct applicants, a significant increase in on-campus recruitment activities
as this has proven to be very effective in influencing a prospect’s decision, a new
recruitment strategy aimed at current students to consider post-graduate or lifelong learning
opportunities, and new strategies aimed at both the secondary school and non-secondary
school segments of the market, such as the marketing of Fanshawe degrees and other
pathways to higher education.
A very successful strategy for the College has been its conversion (from applicant to
enrolled student) program. Marketing and Corporate Communications and the Office of the
Registrar have collaborated on a communications strategy that is measureable and proven
effective. It has resulted in enhanced conversions early in the recruitment and admissions
process. The conversion program will be expanded to record and measure applicant
conversion tactics that are deployed by academic areas, using a best practices approach to
improving all communications from the College. It is interesting to note that Marketing and
Corporate Communications has been asked to share its conversion strategies with other
colleges and universities, but given this is a competitive advantage, the College has
declined.
As outlined previously, the College will begin to shift the allocation of some marketing
resources to support new program development. In addition, recruitment strategies will be
developed to target specific programs in designated geographic areas of the province and
beyond. Overall College or corporate marketing must also be maintained in light of the
recent bruise to the College’s reputation, but also because the College has successfully
begun to market itself in new or underdeveloped areas where data supports the potential for
enrolment growth. Fanshawe is also collaborating with other public sector partners in the
region to jointly market Southwestern Ontario in Canada and around the globe. For
example, the College will take part in a marketing program to position London as a digital
media centre.
In cooperation with Post-Secondary Education Counsellors from Aboriginal communities,
the First Nations Centre will host information sessions in their communities with the goal of
enhancing student readiness for college. Specifically, these sessions will provide
prospective students and their supporters with explanations of prerequisites, student
preparedness, and information on how to apply for financial assistance. The Centre will
invite Fanshawe graduates to share their stories and offer strategies for success.
The Office of the Registrar, Financial Aid will provide support and develop processes to
implement the Ministry’s OSAP review and renewal initiatives. This will include the
development of a service model and service levels which will support mass release of
student loan documents and confirmation of enrolment commencing in Fall 2012.
The Office of the Registrar will lead the implementation of the Ministry’s credit transfer
initiative which includes automation transfer credit approval processes to support increased
pathways and credit transfer opportunities for incoming transfer students and for the
College’s graduates.
- 31 -