Action Project
Institution: Missouri Western State College
Submitted: 2004-02-13 Contact: Jeanie Crain
Email: crain@mwsc.edu Telephone: 816-271-5997
Timeline:

Planned project kickoff date: --
Target completion date: --
Actual completion date: --

A. Give this Action Project a short title in 10 words or fewer:

Communicating Quality
 
B. Describe this Action Project's goal in 100 words or fewer:
The goal of this project is to enhance effective communication of Western's quality initiatives to stakeholders, such as community leaders, parents, counselors/teachers, prospective students, alumni, faculty/staff and students. Communicating quality will focus on sharing the achievements of Western's faculty/staff, alumni, students and programs, especially in the areas of student engagement and applied learning. Western will communicate its quality message through a variety of ways including public relations, special events, advertising, and publications. By telling Western's story, focusing on quality, Western can better attract targeted student cohorts, build stronger connections with alumni, and build pride of the greater community.
C. Identify the single AQIP Category which the Action Project will most affect or impact:
Primary Category: Accomplishing Other Distinctive Objectives
D. Describe briefly your institution's reasons for taking on this Action Project now -- why the project and its goals are high among your current priorities:
This project is derived from Western’s five-year strategic plan. Through this strategic vision, it has identified a focus on quality outcomes, applied learning, and student engagement as differentiators that set Western apart from others. Communicating all of these quality initiatives in an effective manner is critical to Western's future. As the college moves forward with our strategic vision, it is essential to communicate this message to stakeholders so they can support and understand our mission. For example, communicating about the quality of Western's student engagement initiatives will help attract the targeted student cohorts and retain both students and faculty.
E. List the organizational areas - -institutional departments, programs, divisions, or units -- most affected by or involved in this Action Project:
Institutional Advancement; Admissions; Western Institute; Academic and Student Affairs; Executive Administration; and Governing Boards
F. Name and describe briefly the key organizational process(es) that you expect this Action Project to change or improve:
Public Relations and Marketing; Recruitment; Partnership Creation; Alumni Relations; Donor Relations; Scanning and Assessing the External Environment; Scanning and Assessing the Internal Environment; Evaluation; and Governing Board Relations
G. Explain the rationale for the length of time planned for this Action Project (from kickoff to target completion):     
The institution has identified the need to communicate Western's strategic focus. To work to achieve this goal the campus has identified an Image and Advancement Implementation Team as well as a Public Relations and Marketing Committee. These groups represent faculty, staff and student involvement across campus. Over the past year a consultant worked with the campus community to identify ways to communicate Western's message of quality. This process was embraced by campus and recognized as a need. This project will build on that momentum. As we are using alumni, faculty, staff and students to share the impact of Western's quality initiatives, it will create an ongoing sense of interest and excitement. In addition, the PR and Marketing Committee will continue to involve the campus in this initiative and create a sense of collaboration and excitement.
H. Describe how you plan to monitor how successfully your efforts on this Action Project are progressing:     
For the process measures, the committee plans to track information to determine the effectiveness of communication strategies as well as campus involvement with them. Specific examples of process measures that will be used include: tracking media relations placements and stories attempted; tracking event attendance/impact; tracking advertising budget/placements; audit of internal publications including tracking frequency of quality messages in publications, communications, etc.; and measuring involvement by faculty/staff students, alumni in the project.
I. Describe the overall "outcome" measures or indicators that will tell you whether this Action Project has been a success or failure in achieving its goals:    
To determine the effectiveness of communication, the college plans to track internal, quantitative and qualitative measures. Internal measures include tracking all types of recruitment inquiries from the primary service area, and alumni involvement and giving rates. The college is in the process of completing baseline quantitative studies regarding student, faculty/staff, prospective student, and community perceptions of Western's quality initiatives. This information is also supported by qualitative studies such as interviews and focus groups of students, alumni and community members. These quantitative studies will be completed again in year three to measure the effectiveness of the communication to targeted stakeholders. The qualitative studies will be completed in year two and three to determine effectiveness.
J. Other information (e.g., publicity, sponsor or champion, etc.):    
Complete remaining baseline surveys with prospective students and community members. Determine baseline alumni giving and recruiting numbers. Create specific levels of increase for year three stretch goals. Finalize the mix of tactics to communicate Western's commitment to quality. Use broad-based support of the campus community to communicate Western's quality initiatives. Identify key faculty, staff, alumni, and students to communicate the impact of this focus on quality.Expand communication, including focused quality messages in existing publications and communications. Review process measures and adjust communication strategy. Complete all qualitative focus groups to review changes in opinions based on communication. The goal is to see an incremental increase in identifying quality themes associated with Western and recognition of communication activities.Expand and adjust communication tactics to share Western's focus on quality. Review recruitment inquiries and alumni giving rates to see a sense of increase. Measure sense of involvement of alumni through qualitative focus groups. Meet stretch goals in increasing alumni giving and recruitment inquiries. Complete quantitative studies, comparing the results to baseline studies. Look for increased recognition of Western's quality-focused messages and perceptions about Western.
K. Project Leader and contact person:    
Contact Name: Kristy M. Hill, Director of Public Relations
Email: hillk@mwsc.edi
Phone: 816-271-5649   Ext.

Annual Update: 2006-08-07

A. Describe the past year's accomplishments and the current status of this Action Project.
Western made significant progress on the objectives outlined for Year Three. Western placed extensive advertising in the five-county service area in a variety of mediums, including, radio, television, and high school and community college newspapers. Western also worked with other areas, especially academic programs and residential life, in incorporating the key messages of quality in all publications. The Public Relations and Marketing Office (PRMO) created brochures, websites, and other tools for all academic departments to assist in recruiting. A new Community Impact Report was created to communicate Western’s efforts in community partnership and service. This year the PRMO completed quantitative research with the following groups: prospective students, current students, employees, and business members. Using a very similar survey tool, the university was able to measure the change in perceptions and recognition of Western’s brand identity. The results showed that all audiences increased in the level of agreement with the statement “the school is well respected.” Prospective students in particular increased agreement from 74% to 81% that the academic programs are of high quality. Current students mirrored this increase as well. A high percentage of each population was able to determine the brand slogan out of a list of six: business members, 64%; visiting students, 78%; employees, 80%; and current students, 87%. In addition admission numbers from inquiry to application have increased this year. This campaign has assisted Admissions recruitment efforts to produce those results. Between the advertising activities and measurement, the office met the goals outlined in Year Three. While significant progress has been made the survey results also indicated areas of growth, especially in employee and business member audiences.
Review (10-01-06):
Missouri Western State has demonstrated tremendous progress towards attainment of its quantitative goals. Communicating the college’s mission and areas of substantial achievement are essential to the future success of this college in all areas outlined in this Action Project. Considerable growth in the perception of quality by prospective students has occurred. The college does recognize that enhancing its recognition to the business and industry community likely warrants a targeted focus. This group will undoubtedly be integral to the future of this institution.
B. Describe how the institution involved people in work on this Action Project.
This project has continued to gain momentum through collaboration and communication. Through the work of the strategic planning committee, updates were made on the progress of the project. In addition the involvement of faculty with the academic brochures, websites and alumni posters increased the dialogue about communicating quality on campus. The office also collaborated with more than 200 alumni during the project and at least 50 student leaders. However, discussions on campus and the research have indicated the wider employee communication on quality is warranted.
Review (10-01-06):
A wide array of individuals and departments were involved in the success of this action project. As Western indicated, there may be a greater need for communication with a broader scope of employees. Many colleges struggle with the challenge of adequate communication despite the increases in technology that are available. The college is on target with attainment of goals related to this Action Project.
C. Describe your planned next steps for this Action Project.
After presenting the results of the first three years of the Communicating Quality initiative, the strategic planning implementation funding was added to the office’s permanent budget. The PRMO will continue to work with campus to publicize quality initiatives to internal and external audiences. Over the next year, the office plans to conduct focus groups and create a plan to improve communication on campus, especially in regard to quality initiatives. In addition, the office will be expanding its advertising to include a business member/community component in addition to the teen campaign. A committee will continue to oversee the communication plan, revising the plan and implementing it each year.
Review (10-01-06):
An ongoing commitment to communicate quality initiatives has been demonstrated by Western’s inclusion of this need into their budget. The focus on business/community is in line with the institution’s desire to move this initiative forward. Benefits in all areas previously identified by the college, including image, student satisfaction, enrollment figures, and financial gains should continue to be seen as a result of this Action Project.
D. Describe any "effective practice(s)" that resulted from your work on this Action Project.
In this action project, many of our processes are still being refined. The project may reveal benchmarks and processes used that can be shared with the broader higher education community. The communication process used at the beginning of this process (see report 1) involved a multi-layered communication strategy that involved a lot of face-to-face communication. This process has been used in part in other settings as an effective way to communicate important messages. In addition the research strategy has been effective. Using internal resources, Western was able to research with the use of faculty and students in business, providing an applied learning opportunity and reducing the cost of the research for the project.
Review (10-01-06):
A great deal of effort has gone into the success of this action project. The benefits perceived from this project will likely result in many positives for the college, the faculty and staff, and students. This Project is in line with Category 2: Accomplishing Other Distinct Objectives, but may also have an impact on Understanding Students’ and Other Stakeholders’ Needs (Category 3); Planning Continuous Improvements (Category 8); Measuring Effectiveness (Category 7), Leading and Communicating (Category 5), and Building Collaborative Relationships (Category 9). Key measures that the college is using may be beneficial to other colleges faced with a similar issue of concern: communicating quality.
E. What challenges, if any, are you still facing in regards to this Action Project?
One challenge will be to communicate these messages effectively to employees and business members. The survey results showed employees and business members’ perceptions dropped in several key areas. Another challenge with any communication project will be to keep stakeholders on message for the long term. Perceptions of quality change slowly and require repeated messages in multiple venues.
Review (10-01-06):
The reviewer concurs with the challenge of and need to communicate effectively with the business community, and with the college’s employees. This initiative, because of the commitments made by the college in terms of personnel and budgetary considerations should result in substantial benefits for all of the targeted groups that have been identified.
F. If you would like to discuss the possibility of AQIP providing you help to stimulate progress on this action project, explain your need(s) here and tell us who to contact and when?
Review (10-01-06):
Overall, this project was very well done. Perhaps other colleges would benefit from additional information about this project such as the qualitative and quantitative measures used by Missouri Western University. From the previous Action Project Report, it appears that student involvement has been significantly enhanced. Congratulations on the results attained.