Theres No Place Like Home

1
Theres No Place Like Home

• Communication Strategies vis a vis
• Residence Halls at
• Community Colleges

2
Community Colleges with Residence Halls

• 2000
• 1/5 have residence halls
• 2005
• 1/3 of SUNY cc have or are planning residence
  halls

3
PR Issues

• Business Plan Questions
• Mission Drift?
• Burden on Public Services
• Labor Issues
• Student Conduct

4
Business Plan Questions

• Various Development Strategies
• Building New
• Buying Existing
• Renovating
• Combination!
• Raise Different Questions

5
Business Plan Questions

• Regulatory Restrictions
• In New York state
• Cannot own residence halls
• Cannot use operating funds for residence halls

6
Business Plan Questions

• Finances
• Cost
• Funding source
• Liability
• Demand
• Market
• Necessary Infrastructure

7
Mission Drift?

• Serving read financing -- students outside
  service area?
• Community college commuter college
• Preparing local people for local jobs

8
Mission Drift?
9
Burden on Public Services

10
Labor Issues

• Public or Private Project?
• Prevailing wages
• Bidding regulations
• Fraternization ?

11
Student Conduct

• Alcohol and Drugs
• Safety and Security
• PR Implications
• Build relationships
• Set communication protocols

12
Media Campaign

• Goals
• to keep the project in the forefront of peoples
  minds and,
• in collaboration with the marketing campaign,
  result in at least 400 applications for the
  residence halls.
• May 2002-August 2003

13
Media Campaign

• Media Relations
• Groundbreaking Ceremony
• Topping Off Ceremony
• Acceptance of Applications
• Naming
• Open House
• Dedication
• Move-in Day

14
Media Campaign Groundbreaking Ceremony

• May 2002
• Joint ceremony
• Rain!
• Results
• Television 4 of 5
• Radio 2
• Print 1 daily3 weeklies

15
Media Campaign Topping Off Ceremony

• July 2002
• Construction
• Industry
• Tradition
• Dignitaries
• Visual
• Result
• 1/5 TV stations

16
EXTRA!

• Colleges construction alter look of campuses
• Democrat Chronicle
• Jan. 1, 2003

17
Media Campaign Acceptance of Applications

• January 2003
• Press Release
• Result

18
Media Campaign Naming

• February 2003
• Dr. Alice Holloway Young
• Results
• 1 daily newspaper
• 1 weekly newspaper
• 1 TV station

19
Media Campaign Open House

• Positioned in the real estate open house
  tradition
• Results
• 5/5 TV Stations
• Including morning coverage on 24-hour station
• 4 Newspapers
• Including one preview earlier in the week

20
Media Campaign Open House
21
Media Campaign Dedication

• July 2003
• Results
• 175 people
• 5/5 TV Stations
• Newspaper
• 1 daily
• 4 weeklies
• 1 Radio Station

22
EXTRA!

• This is my dorm? Cool
• Democrat Chronicle
• July 25, 2003

23
EXTRA!

• Democrat Chronicle
• Aug. 16, 2003

24
Media Campaign Move-in Day

• August 2003
• Beginning of second campaign

25
Media Campaign Move-in Day

• Results
• 2/5 TV Stations
• 1 Daily Newspaper
• 1 Weekly Newspaper

26
EXTRA!

• Prefers the college dorms of yesteryear
• Democrat Chronicle
• Sept. 6, 2003

27
Media CampaignMCC Residence Halls

• RESULTS
• Applications Received
• (Cumulative Totals)
• January 2003 79
• February 2003 141
• March 2003 232
• April 2003 415
• May 2003 496
• June 2003 505
• July 2003 502
• August 2003 500