LOS ANGELES COMMUNITY COLLEGE DISTRICT

LOS ANGELES COMMUNITY COLLEGE DISTRICT EAST CITY HARBOR MISSION PIERCE SOUTHWEST TRADE TECHNICAL VALLEY WEST OFFICE OF THE CHANCELLOR TO: FROM: Members of the Board of Trustees Dr. Francisco Rodriguez, Chancellor DATE: February 2, 2018 SUBJECT: BOARD LETTER FOR FEBRUARY 7, 2018 MEETING Board Meeting Location Next week s Board meeting will be held at the Los Angeles Trade-Technical College. The meeting times and locations are as follows: Meetings Time Location Convene for First Public Session 2:00 p.m. 4:45 p.m. Aspen Hall 101 Break 4:45 p.m. 5:00 p.m. Convene for Closed Session 5:00 p.m. 7:00 p.m. Aspen Hall 113 Reconvene for Second Public Session Immediately Following Aspen Hall 113 Closed Session Parking Parking for Board Members and Chancellor will be located in the Pegasus Parking Lot. A campus map has been included for your convenience. Please be aware that there will be a meeting of the Committee of the Whole. One presentation will be made: Update on the LACCD Undocumented Student/DACA Included in this letter is explanatory information related to agenda items: Under the Chancellor s Report, Cheryl Broom, President, Interact Communications, will present: Strategic Enrollment Management Campaign for Spring 2018 Enrollment Growth. (Refer to Attachment A) 770 WILSHIRE BOULEVARD, LOS ANGELES, CA 90017, (213) 891-2201 FAX (213) 891-2304

Board Letter February 7, 2018 Page 2 of 2 Confidential Matters The attached correspondence is confidential and should not be shared with other persons. Office of General Counsel o Enclosed for your review is the District-related litigation report. (Refer to Attachment B) Enclosed for your review is background information regarding a litigation case. (Refer to Attachment C) o Enclosed for your review is an update report pertaining to the status on personnel actions. (Refer to Attachment D) o Enclosed for your review is background information on real estate negotiations and the Brown Act. (Refer to attachment E) Human Resources Enclosed for your review is information pertaining to employee discipline matters. Note that due to the size of the document, it will be sent to you via U.S. mail. (Refer to attachment F) Let me know should you have any questions regarding next week s meeting.

Revised: January 30, 2018 Board Members, Chancellor, Deputy Chancellor, & Board Secretaries Parking February 7, 2018 Closed Session Waiting President's Lunch (12:30) AH113 To Restrooms Closed Session TO AH 113

ATTACHMENT A Strategic Enrollment Management Campaign for Spring 2018 Enrollment Growth Cheryl Broom President, Interact Communications

WHO WE ARE: INTERACT

Interact Communications Full-service marketing firm: Research, strategy, creative & campaign implementation. Only work with two-year colleges: We ve had the privilege to work with more than 500 over the past 20 years. All of us have been a student/faculty/administrator at a community college.

First Things First Enrollment is Shaky Continued nationwide decline in college enrollment (-7.9%) Continued nationwide decline in community college enrollment (-1.7%) Linked to continued drop in high school population (-2.3% in 2017) Decrease in older students (biggest and most consistent loss)

Why the Decrease? Not enough baby-making in 1998. Adult students have headed back to work. A decline in undocumented student enrollment. A Democratic political action committee found that 83 percent of white workingclass voters said a college degree was no longer any guarantee of success in America. A confusing, cumbersome and expensive system.

And One More Thing

Mountain West College Salt Lake City, Utah DeVry University multiple locations National American University multiple campuses, including Mall of America Academy of Art University San Francisco, California DigiPen Institute of Technology - Redmond, Washington National College multiple U.S. locations Allied College Maryland Heights, Missouri and Fenton, Missouri ECPI University formerly ECPI College of Technology; multiple locations; includes National Institute of Technology (United States) multiple locations; not to be confused Allied American University Laguna Hills, California American Career College Los Angeles, Califnia American College of Education Illinois Medical Careers Institute multiple locations in Virginia Engine City Technical Institute South Plainfield, New Jersey Erie Business Center - Erie, PA with National Institutes of Technology in India National Paralegal College - Phoenix, Arizona National School of Technology multiple locations Everglades University Boca Raton, Florida Neumont University multiple locations American InterContinental University multiple locations Everest College multiple locations NewSchool of Architecture and Design San Diego, California; not to be confused with The Anthem Career College - multiple locations in Tennessee Everest Institute multiple locations New School Anthem College - multiple locations Fashion Institute of Design & Merchandising FIDM (four locations in California) Ohio Business College multiple locations Anthem Institute formerly the Chubb Institute; multiple locations Antonelli College multiple locations Argosy University multiple locations Five Towns College Dix Hills, New York Florida Career College multiple locations Florida Metropolitan University multiple locations Olympia Career Training Institute multiple locations Parks College multiple locations Pioneer Pacific College multiple locations in Oregon Florida National University - Hialeah, Florida Pittsburgh Technical Institute Oakdale, Pennsylvania and Cranberry Township, Butler The Art Institutes multiple locations; not to be confused with University of The Full Sail University Winter Park, Florida County, Pennsylvania Arts Georgia Medical Institute multiple locations Porter and Chester Institute - Connecticut, Massachusettes Ashford University Clinton, Iowa Gibbs College multiple locations Potomac College Washington, D.C. area Ashmead College multiple locations Banner College Arlington, Virginia Banner Institute Chicago Globe University/Minnesota School of Business multile locations in Minnesota Grantham University - Kansas City, Missouri Grand Canyon University Phoenix, Arizona Rasmussen College multiple locations Rhodes Colleges, Inc multiple locations; not to be confused with Rhodes College Rochester Business Institute Rochester, New York Hamilton College (Iowa) now part of Kaplan University; formerly operated from Rocky Vista University College of Osteopathic Medicine Berkeley College New York and New Jersey; not to be confused with University multiple locations in Iowa and Nebraska; not to be confused with Hamilton College in SAE Institute formerly the School of Audio Engineering of California, Berkeley, Berklee School of Music or the Berkeley College at Yale Clinton, New York, or with the unaccredited Hamilton University Salem International University Salem, West Virginia University Harrison College (Indiana) multiple locations San Joaquin Valley College California, multiple locations Blair College Colorado Springs, Colorado Brooks Institute of Photography multiple locations Brown College Mendota Heights, Minnesota; not to be confused with Brown Heald College based in San Francisco: multiple locations in California, Portland, and Honolulu Herzing University multiple locations Sanford-Brown College multiple locations Schiller International University multiple locations School of Visual Arts New York City High-Tech Institute multiple locations South College, Knoxville, Tennessee University in Providence, Rhode Island International Academy of Design and Technology multiple locations South University multiple locations; not to be confused with Southern University or the Brown Mackie College multiple locations ITT Technical Institute multiple locations University of the South Bryant & Stratton College multiple locations Kaplan College multiple locations; includes Maric Colleges and Kaplan Career Southern States University, California Bryman College multiple locations; not to be confused with The Bryman School in Arizona Bryman Institute multiple location Institutes Kaplan University multiple locations Keiser University multiple locations Southwest Florida College Tampa, Fort Myers, Port Charlotte, Bonita Springs Southwestern College multiple locations; not to be confused with Southwestern University Kee Business College multiple locations in Virginia Specs Howard School of Media Arts Michigan California Miramar University San Diego, California (formerly known as Pacific Kendall College Chicago, Illinois Western University) OOOH. Spencerian College Kentucky, multiple locations Kitchen Academy Los Angeles, California Springfield College Springfield, Missouri; not to be confused with Springfield College in The College of Westchester White Plains, New York Le Cordon Bleu multiple locations Springfield, Massachusetts Collins College Phoenix, Arizona area Lincoln Group of Schools multiple locations Stratford University multiple locations Colorado Technical University multiple locations Las Vegas College Henderson, Nevada Strayer University multiple locations Columbia Southern University not to be confused with Columbia University Los Angeles Film School Los Angeles, California Sullivan University Kentucky, multiple locations McCann School of Business and Technology multiple locations TCI College of Technology New York City; in 2007 TCI also assumed responsibility for the Daniel Webster College Nashua, New Hampshire McNally Smith College of Music Saint Paul, Minnesota closed Interboro Institute, owned by EVCI Career Colleges Holding Corporation Daymar College Owensboro, Kentucky Mildred Elley multiple locations Tooling University, Cleveland, Ohio Deaconess There s College of Nursing St. Louis, Missouri Money Miller-Motte multiple locations in Education! University of Advancing Technology Tempe, Arizona Monroe College multiple locations University of Phoenix multiple locations Mount Washington College multiple locations in New Hampshire University of the Rockies Colorado Springs, Colorado Vet Tech Institute Pittsburgh, Pennsylvania Victory University - Memphis, Tennessee Virginia College multiple locations Walden University Minneapolis, Minnesota Waldorf College - Forrest City, Iowa West Coast University Los Angeles, California Western Business College multiple locations Western International University multiple locations Western State University College of Law Fullerton, California Westwood College multiple locations Wyoming Technical Institute (WyoTech) multiple locations

It s NEVER Going Away Phoenix alone is the #62 largest advertiser in the nation! >$100 Million annually More than Tide & Cheerios combined Most for-profits spend between 18 and 27 percent of their budget on marketing.

What We Do & (Don t Do) Affects Enrollment

One Misstep.And We Loose Them

There Are No Simple Solutions... and the Old Cycle is NEVER COMING BACK.

GOAL: Do the Thing that Makes the Biggest Difference For the Most People With the SMALLEST Amount of Resources

OUR APPROACH 1: Look at Your Data 2: Find Any Leaky Faucets 3: Develop & Execute a Fiscally Prudent Strategy, Quickly 4: Measure & Evaluate Results

The Enrollment Pipeline

Your Data LACCD Application Yields Applications received summer/fall 15 vs. percent enrolled Applications received winter/spring 16 vs. percent enrolled Applications received winter/spring 17 vs. percent enrolled 54% 56% 57%

Many of These Students are Already Invested 43 percent of students who applied but did not enroll in one of the nine LACCD colleges have completed assessment testing. Your Data 14,648 individuals in Fall 2016 7,660 individuals in Spring 2017 +

Your Data Application Numbers Are Strong. LACCD data shows that, in both the fall and spring semesters, the District receives a surge of applications in the week preceding the start of the semester.

This data represents an opportunity to convert applicants into enrollees.

What Happens After Semester #1

Your Data Persistence of First-Time Students @ LACCD Fall 16-Spring 17 Fall 15 Fall 16 78-92% 62-79%

There is also an opportunity to focus on retention communication.

CAMPAIGN OVERVIEW Developed a campaign targeted to term eligible students who have not yet enrolled for spring semester Applicants from Spring 2017 to present Fall 2017 students who have not yet enrolled for spring Ran new lists of students at least once a week 117 Emails (13 total branded for each college) Two months of social media advertising on FB and Instagram Two months of retargeting advertising on mobile and desktop browsers Total investment of <$15,000 per college for research; campaign strategy, writing, design and implementation; all ad buying and all emails; weekly reports and tracking.

Emails were sent to private email addresses. Emails were personalized: By College By Name By Student ID Emails capitalize on the use of a single campaign, modified to fit the branding of each college. Messages were concise, encouraging and welldesigned. EMAILS

EMAIL RESULTS* 20.7% OPEN RATE 300,000+ TOTAL OPENS 36,534 CLICKS *As of January 25, 2018

INSTAGRAM ADS

FACEBOOK ADS

REMARKETING ADS

DIGITAL RESULTS* College Name Impressions Clicks/Visits East Los Angeles College 342,101 6,864 Los Angeles City College 288,183 4,422 Los Angeles Harbor College 243,233 2,681 Los Angeles Mission College 264,963 3,687 Los Angeles Southwest College 262,061 4,159 Los Angeles Trade-Technical College 306,699 5,241 Los Angeles Valley College 258,099 3,493 Pierce College 265,793 3,011 West Los Angeles College 244,906 2,884 LACCD TOTAL 2,476,038 36,442 *As of January 25, 2018

What About Enrollments?

WHAT WE KNOW. December 7 January 25 Enrollments Spring & Summer 2017 Applicants Fall 2017 Non-Continues Fall 2017 & Winter Spring 18 Applicants* 28,772 27,523 1,249 96,759 61,096 35,663 57,332 61,096* 16,674 *This number grows as more students apply. We determine enrollments by comparing LACCD lists.

What We Know & What We Don t Know We Know We had great engagements and a strong campaign based on traditional marketing measurements. We Know 53,586 students who received targeted communications ended up enrolling in at least one class. We Don t Know Why they enrolled.

Look at the total results of the campaign. Provide the district with a full report. Make recommendations for Fall 2018. Questions? Next Steps