MICHIGAN DEPARTMENT OF CAREER DEVELOPMENT

KING-CHAVEZ-PARKS INITIATIVE MARKETING PLAN

King-Chavez-Parks Initiative

2001 Marketing and Public Relations Outreach

 This report is designed to give members of the legislature information regarding the outreach activities spanning the last year. Activities reported in this document may have been completed directly through the Michigan Department of Career Development or through program partners.

The following activities have been completed with funds provided in the annual Higher Education Appropriations Bill that funds the six strategies of the KCP Initiative.  Three of the KCP Initiative Programs are funded directly to the 15 public universities – College Day Program, Future Faculty Fellowship Program and Visiting Professors Program.  The remaining three programs are distributed as annual grant awards resulting from a competitive grant process open to public and private Michigan postsecondary institutions.

College Day

•  The 15 public universities that participate do most of the marketing for the students, parents and educators, who are involved with the variety of program activities offered by College Day Programs.  Any piece of literature produced by the program participants always displays the department name and the KCP program name.

Over 20,000 middle and high school students, underrepresented in postsecondary education, are introduced to the potential of a college education on a yearly basis through the KCP College Day Programs.

Future Faculty

The Future Faculty Program provides financial support for African American, Latino and Native American graduate students who pursue faculty teaching careers in postsecondary colleges in Michigan or in a state which Michigan has a reciprocity agreement, currently that state is Illinois.

• The graduate schools of the 15 public universities that participate in the Future Faculty program put publicity materials out and always display the name of the KCP program.
• Institutions utilize a variety of strategies to inform potential new students and to maintain their contact with current students including, but not limited to:
• Email
• Brochures
• Receptions & Gatherings
• Mail

Visiting Professor

o       Institutions have developed a variety of effective strategies to best utilize the program, which includes rotation of the hosting of KCP Visiting Professors by a different department each year.

 Competitive Grant Programs

 The KCP Initiative has three competitive grant programs available for Michigan public and private universities. Colleges and community colleges submit proposals for one or more of the three KCP grant programs: Select Student Support Services (4-S) Program; Michigan College University Partnership (MICUP) Program; and, the Morris Hood Jr., Educator Development (MHED) Program.

o       Program facilitators have created strategies for marketing program activities appropriate to their institution needs and specific KCP Program requirements. Strategies include, but are not limited to:

§         Scheduled services and presentations

§         Participation in recruitment and registration activities

§         Posters/fliers

§         Letters to students

§         Email to students & institution offices

§         Brochures

§         Catalogs

§         Articles placed in newspapers

o       Handouts and marketing strategies are created to help publicize the program and give accurate information.  All program materials indicate support from the Michigan Department of Career Development’s King-Chavez-Parks Initiative.

Select Student Support Services (4-S) Program 

Provides seed money to pilot retention strategies focused on academically and/or economically disadvantages students.

Michigan College/University Partnership (MICUP) Program

Was created to increase the number of academically and/or economically disadvantages students who transfer from community colleges into baccalaureate programs.

Morris Hood Jr., Educator Development (MHED) Program

 Targets African American, Latino and Native American students, especially males, who enroll in and complete K-12 teacher education programs at the baccalaureate level.

  King-Chavez-Parks Initiative Activities

o       Bi-year College Day and Future Faculty Fellowship Program meetings are sponsored by the KCP Initiative to work with all institutional representatives.

o       Administrative Handbooks are developed and distributed to all KCP Initiative Program institutions.

o       Future Faculty Fellowship Program Joint Fellows Conference

·        There is a multiple-state marketing effort to increase awareness for participants in the program and the colleges/universities that might be interested in hiring.

·        The host institution occasionally contacts the media but usually information is distributed by the universities in each state

·        Direct mail is sent to publicize the conference.

·        A directory of graduates is developed in conjunction with the conference and distributed to colleges and universities.

·        There is a job fair held during the conference.

·        Contact with potential conference attendees is multiple.

Competitive Grant Programs: 4-S, MICUP & MHED

o       Through the Request for Proposal process, 300 direct mail announcements are sent to notify potential participants of the program.

o       The annual Call for Proposals meeting was held on May 14, 2001.

o       Administrative handbooks are distributed to all funded programs annually.

o       Technical assistance is provided to programs in a variety of ways.

o       Various websites are linked to support the programs. 

Equity Within the Classroom Conference

The institution partners of the KCP Initiative co-sponsor the annual “Equity Within the Classroom Conference” with involvement of the KCP Initiative.  The conference site this last year was provided by Ferris State University, March 22-24, 2001.

Michigan Department of Career Development – Marketing and Public Relations

o       CareerWise Newsletter – circ. 25,000 educators and employers

§         Article in Jan. 2000 issue

§         Article in Oct. 2000 issue

§         Article in Feb. 2002 issue

o       KCP Fact Sheet – reviewed for updates and reprints

§         Sent to hundreds of media contacts

§         Put in informational packets all year

o       MDCD Web Site – The KCP information was removed from the Department of Education Web Site and updated on the Michigan Department of Career     Development web site.

§         The department receives web site inquires about the KCP initiative and responds promptly with information or makes referrals to the KCP experts.