Centennial College’s Marketing Department oversees integrated marketing and communications for the entire College. Work within the department is conducted for, and in collaboration with, 2,400 staff from seven schools and 39 different departments over six campuses, and serves the needs of 25,000 full-time and 20,000 part-time students as well as numerous other stakeholders (see below). The College offers more than 300 full- and part-time programs, numerous student and employee services and hosts hundreds of events each year, all of which Marketing and Communications contributes to, through promotional activities, event materials, and logistical and event support. The department employs 19 full-time and two contract staff and oversees advertising, social media, web design and maintenance, public relations, internal communications and emergency communications. The audiences that interact with our messages are broad and include:
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- Prospective students - locally, nationally and internationally
- Media
- Alumni
- Donors and industry partners
- Prospective employees
- Current students, faculty and staff
- Community partners (current and prospective)
- Local, Provincial and National Government officials
- Parents, guidance counsellors and teachers
The College’s Marketing Department is currently divided into two larger teams – print (5 employees) and digital (8 employees) as well as three managers, a senior communications officer, department administrator, Director, and Associate Vice-president.
Within the context of the need for increased domestic enrolments, a growing College, and technology’s increased role in marketing, a thorough review of the College’s Marketing Department, as well as decentralized marketing across the College, would aid in aligning the College’s marketing resources for the coming decade.
With regards to outcomes, we expect the review to produce the following:
- An in-depth review of our department’s current structure, current roles and responsibilities of staff within the department and the strengths, weaknesses, opportunities and threats that align with our current state;
- A review of the roles and responsibilities of Marketing functionaries across the College;
- A map of the current state of the department, as well as Marketing as a whole at the College; and
- Recommendations, based on best practices, literature, and organizational needs, for an ideal state for the department that will best serve the College and its various stakeholder going forward, including:
- Organizational structure and human resources requirements
- Technological resource requirements
- Space requirements
- Professional development requirements
