Telling our story

1. Telling our story

2. Overview of goals • Establish a professional, consistent brand that resonates with all stakeholders at both the system and college level. • Develop a proactive, strategic public relations strategy that promotes and enhances the image and reputation of KCTCS. • Enhance our online marketing and communications efforts. • Establish an integrated marketing communications process and plan at both the college and system level that capitalizes on the strength of communicating in one voice but reflects the needs of local communities. • Develop and execute marketing and communication plans for system-wide programs and initiatives

3. Timeline

4. College story Telling Model • Each KCTCS college and the system office will create stories that resonate with three targeted audiences: traditional, non-traditional and African-American students. • Stories will be incorporated into all future college and system office external recruitment/marketing materials and will also be the basis of future photography shoots. • It is recommended that each college utilize either their integrated marketing or enrollment management teams to create their stories.

5. College story Telling Model • Recommended steps: 1. Identify college storytelling team. 2. Review student research to identify 6 story themes for each targeted audience. 3. Conduct storytelling exercises with team members to create final stories. 4. Identify photography shots, locations, individuals, etc. who can assist in visually telling the stories.

6. College story Telling Model • Overarching Stories • Based on the 2011 KCTCS Prospective Student Market Research study we recommend that the following stories be considered: 1. Overarching stories for all targeted audiences • Founding story/College emblematic victory story. • Affordability/financial aid story. • A great place to begin higher education because: • It’s close to home, costs less and offers smaller classes/more personalized attention.

7. College story Telling Model • Overarching Stories 2. Traditional Students • Collegiate story – student life. • Academic reputation/quality of faculty. • Successful graduates with great jobs in high demand/high wage jobs (occupational programs) and/or successful transfer stories. • A place to get your basics and then decide where you want to go from there. • Caliber of students.

8. College story Telling Model • Overarching Stories 2. Traditional Students • Collegiate story – student life. • Academic reputation/quality of faculty. • Successful graduates with great jobs in high demand/high wage jobs (occupational programs) and/or successful transfer stories. • A place to get your basics and then decide where you want to go from there. • Caliber of students.

9. College story Telling Model • Overarching Stories 3. Non-traditional Students. • Convenient classes (maybe online options). (This segment has a very hectic lifestyle and did not rate us particularly high on convenience of programs). • Successful graduates with better job and life fulfillment stories (both transfer and occupational programs). • High demand/high wage occupational programs (also some short-term certificate examples).

10. College story Telling Model • Overarching Stories 4. African-American Students (similar to traditional students). • Collegiate story – student life. • Nurturing/caring faculty/staff. • Inclusive culture. • Academic reputation/quality of faculty. • Successful graduates with great jobs in high demand/high wage jobs (occupational programs) and/or successful transfer stories (maybe first generation college student story). • A place to get your basics and then decide where you want to go from there.