Marketing Plan

At this time, annual and semester-based marketing, recruitment and advertising activities are coordinated by the Communications Services Office, supplemented by district marketing activities. The Public Information Officer, working with the Miramar College Marketing and Outreach Committee, will develop a Five-Year Marketing Plan in early fall, 2008. Committee membership was revised in spring 2008 to include the new Outreach Coordinator and a representative from Athletics.

Miramar College Communications Services Activities 2007-2008 Prepared by S. Trevisan (5-Year Marketing & Outreach Plan in Development) I ADVERTISING A. Miramar College Advertising ($12,000) Designed to augment district wide campaign, target service area communities with Miramar-specific ads prior to registration Target/Message: 18-34 year-olds, general, transfer, job skills, military education, online; Intersession: Graduation Just Got Closer Newspaper ($7,000): The Sentinel (Mira Mesa), Navy Dispatch, Corridor News, Flight Jacket, Military Press, Diamond Gateway Signature, Reader/Job Giant, Asia, The Pride (CSUSM) Other: High school yearbook High school sports poster www.miramesa.com 3x per year, plus free banner advertising, Business Directory Community projects/maps, special events Construction Quarterly Column Mira Mesa Sentinel, Scripps Ranch newsletter (see Construction Communications Plan) Theatre: MCAS Miramar, 12-week annual contract, split into 3 @ 4-week semester start dates A. District Funded Advertising District broadcast FALL/SPRING 08-09 CAMPAIGN: Promotes all three colleges in every activity Target/Message: 18-34 year-olds, general, transfer, job skills: (Intersession: Graduation Just Got Closer) Television: 3 weeks prior to each on Fox network affiliate and cable TNT, MTV, Comedy Central, VH1, TBS and Cartoon Network Radio: 2 weeks prior to each registration on 34 radio stations following drivetime traffic reports; 30 sec. spots Channel 93.3 and Rock 105.3; 30 sec. spots College Bound San Diego Educational Hour; 30 and 60 minute radio programs on

College Bound San Diego Educational Hour Print: Multiple insertions: SDSU Aztec, Asia, Beach and Bay Press, Corridor News, El Sol, Hillcrest News, Job Giant, La Jolla Light, Mission Times Courier, Reader, SD Voice and Viewpoint, UCSD Guardian, WE Chinese. Movie Theatre: 4 weeks prior to registration (Fashion Valley, Mira Mesa, Mission Valley), in-lobby promotion. Direct Mail: Combo class schedule, fall/spring/summer Recommendation: Movin On magazine (annual publication) for high school seniors Recommendation: Web based advertising: search engines, My Space, Google, music sites (i.e., I-Tunes), craigslist Recommendation: Target parents/single moms: Parents magazines: online, child care centers, Head Start locations Recommendation: Target military: On-base advertising, military theatres, publications Recommendation: Target SDCCD continuing ed students: Direct mail, e-mail, classroom visits, posters in CE classrooms Recommendation: Target unemployed adults: Unemployment offices, career centers, Soc. Sec. Offices, ROP sites, staffing agencies; advertising Job Giant, Pennysaver, Employment Guide, job search websites II COMBO CLASS SCHEDULE DISTRIBUTION 1. Direct mail area residents, businesses (current practice) 2. Distribution to area libraries, high schools, rec centers, senior centers, chamber offices, university advising offices (via Beaus Distribution ) 3. Distribution to coffee houses in SDCCD service area (via Expresso Caf) Recommendation: Purchase brochure racks for class schedules/CE schedules in community businesses, coffee houses, supermarkets, and existing drop off points 4. Street fairs distribution: Mira Mesa, Penasquitos, Rancho Bernardo, Poway, Carmel Mountain, Scripps Ranch, SD High Tech Fair, MCAS Air Show (current practice, Marketing Committee/Outreach) 5. Utilize college vocational advisory boards, community groups and foundations to distribute schedules in their places of business. 6. Distribution to businesses closest to college campus (via Student Ambassadors) Recommendation: Distribution to large businesses with employee break rooms or reception areas, hospitals, medical offices/centers, extended stay hotels, laundromats, churches, coffee shops, unemployment offices/career placement

offices, Social Security, ROP sites, welfare offices (HHS), university Student Centers/Free Speech areas Cost: Mileage, workstudy students or student ambassadors III PRESS RELEASES (local media) 1. General registration, class schedule availability (online, transfer, job skills, terms) 2. Late add 3. Program clusters, new classes 4. Online 5. PSAs, KSDS City College JAZZ Station Community Showcase No cost IV MARQUEE AND WEB ROTATION OF PROGRAM AND COURSE PROMOTION 1. Promote web linkages with area businesses/HR with tuition reimbursement and professional development programs No cost V COMMUNITY AWARENESS/ADVERTISING RECOMMENDATIONS 1. Direct Mail SDCCD postcard to area residents prior to schedule mailing 2. Either wrap class schedule with newsletter/annual report or mail separate newsletter (Career Focus) to area residents or parents of service area high school seniors and/or businesses ($10,000-$15,000 @ 50,000 quantity Miramar College only) 3. Bus shelter advertising ($3,200) 4. Bus bench advertising ($7,000 @ 20 benches) 6. Monthly Presidents Column: Sentinel, Scripps Ranch, Corridor News 7. Billboard: Miramar Road ($5,500) 8. Poster placement: unemployment offices, targeted businesses, area service centers ($2,000) 9. Advertising w/local businesses: restaurant placemats, shopping carts, church bulletins (varied) 10. Build relationships with Foundation members and alumni. VI AREA SCHOOLS RECRUITMENT/AWARENESS 1. High School ads: Mira Mesa High School, Scripps Ranch sports posters ($500) 2. Student ambassadors 3. Miramar President congratulatory letters to area high school senior graduates ($600) 4. Promote college Honors courses and transfer priorities/agreements to high school AP classes/group activities 5. Career Showcase series, featuring various college faculty visitors with student ambassadors during lunchtime tables 6. Im Going to College 3rd/4th grade program 7. Outreach to neighborhood K-12 schools for partnerships, mentor relationships, campus visits 8. Professionally designed postcard series, mailed to designated target markets via purchased mail lists, including high school graduates, continuing ed grads. Coordinate with media display advertising campaign.

Recommendation: Hire full-time outreach staff person to coordinate schools and community outreach activities, including hiring/training of student ambassadors Cost: Classified staff position, materials, VII RESTRICTED PROGRAM ADVERTISING/PROMOTIONAL EFFORTS 1. Financial aid 2. EOPS 3. VTEA 4. Special Events VIII ON CAMPUS/CURRENT STUDENT AWARENESS 1. Banners (funded by district $500) 2. E-mail alerts to current students and all applicants 3. Visits and information to Continuing Ed students 4. Flyers: special events, new courses 5. Direct mail to current students 6. Promotion for summer enrollment and insert into graduation programs

Marketing Strategies for Deans, Department Chairs and Faculty MARKETING Assessment of needs, meeting needs, promoting product, evaluation and all over again. Are we meeting industry needs? Trends? Demographic changes? PIO: Global awareness, community relations, recruitment and registration, advertising Drill down by target markets/demographics/trends Military active duty, retired, military spouse ethnic Filipino, African American generation-based: high school, baby boomers Further identify: programs of interest, services, modality (WIFM) Program interest drives program marketing by schools Reputation, relationships, recruitment, retention RELATIONSHIPS. RECRUITMENT. RETENTION. Relationships: Word of mouth accounts for 50% of new students in community colleges through a friend or family member. Call it the Friend Factor. Family, Friends Neighbors Schools: Up, Down and Sideways -- High schools: faculty, counselors, peers, high school career days, fairs -- Community colleges: faculty, counselors, peers -- Universities & Private Colleges feeders in and out Employers, industry friends Community -- Service Organizations, professional organizations -- Church -- Eve with Experts, seek out speaking engagements -- Soccer games, recreational sports Keep class schedules handy, program brochures, business cards Recruitment: Advertising (trade journals, university papers), outreach (schools, street fairs, financial aid events), publication tools (class schedule ads, annual report, e-news), print and broadcast media (feature leads, news tips/activities) Retention: Focus on current students, past, and applicants. E-marketing, phone follow-up. Know your students. Where do they come from? Ages? Interests? Goals? Background? applied, but not enrolled registered, dropped out skipped a semester (we miss you) waitlisted (try again)

 sequentials: 1st 8-week session completers, language classes, "A" classes -- encourage to take "B: about to graduate/transfer (complete gen ed, if any still needed) ESL/CE and other non-credit students if e-mail available online dropouts: encourage on-campus options or tutorials for online all students: register all students, first week: inform of student services FACULTY STRATEGIES Classroom: Teacher of the Year or dreaded class? Student profile: know your students. Recommend next class, additional class Get testimonials. People believe people in testimonials, especially if they recognize the name or company . Increases trust. Grab a photo, sign a release (available in Communications Services and online) Track student progress stay in touch. Annual postcard. Whats unique about your class/student service? Tell others. MARKETING RESOURCES ON CAMPUS The SAGE Communications Services Do you keep the PIO informed of nuances in your program? WE district newsletter e-News Distinguished Alumni recognition Media relations: feature leads, press releases, news tips, alerts, PSAs New partners in education and industry Grants, donations Publications: class schedules (single largest marketing piece), brochures/rack cards, flyers, invitations, community presentations, Foundation materials, advertising. Shared resources: advertising in trade journals/newspapers; banners; promotional giveaways; radio advertising; rack cards. Special events: avoid campus conflicts, item/display/tent reservation Community relations: street fairs, outreach (schools), Chamber Mixers, presentations Legislative relations Districtwide marketing & outreach (target markets, trends, resources) Advertising Foundation Marketing & Outreach Committee Invite PIO to department meetings, advisory committee meetings Schedule photography Inform PIO of news and media coverage * Evening with the Experts (Friday nights/once per month) Student Ambassadors Join lunchtime tables, area high schools

 Street Fairs, Outreach (District and Miramar) Contact: Sonny Nguyen (outreach), Sandi Trevisan (street fairs) Miramar Counselors. MCAS Information Booth (volunteer, program/class flyers) Associated Students Can Spread the Word Clubs Activities Cross Pollinate Services: Financial Aid, The PLACe, Library, CAF, ILC, etc. Instructional programs The SAGE Student Newspaper (Contact: Dr. Leslie Klipper) Committee Membership WHAT ARE YOU SAYING? WIFM Whats in it for me? Spread the college benefits message: -- Cost compare to private technical trade schools, university. Affordability -- Local -- Class size -- Quality (teach vs. research) -- Family feel, caring environment, friendly faculty -- Parking -- Guaranteed Transfer -- New buildings. Technology, Growing, on the leading edge -- Industry partnerships -- Unique instructional programs HOW ARE YOU SAYING IT? IMAGE, PERCEPTIONS, REALITY Flyers/publications check for grammar, incomplete information, required college info, contact info, anything with college logo or intended for external distribution needs PIO sign-off. District guidelines. Internal flyers they all end up outside. Consider color and slick look. Affordability is a key message. Design vs. expensive look. Be careful of mixed messages. Word of Mouth Flyer Basics of flyer: who, what, where, when, how much, why and for whom? Demand response/action. Publications flyers, class handouts, program brochures/rack cards, advertising. Bring them to the door. Make sure the door is open and can serve students. Dont create a flyer for an overenrolled class, unless new class is a probability. Media lead, instead. Ask for response. Use (858) in addition to (619) ALWAYS. Website: Drive to website. Current info. Redirect addresses for user-friendliness. Lone Ranger Designers . Goodie box of design tools EEK! Clean, simple, classy. Accessibility. Continuity increases consumer confidence

 Subtle: lapel pin, apparel, briefcase Trevisan/Communications Services Revised 7/08

THE METLIFE FOUNDATION/CIVIC VENTURES COMMUNITY COLLEGE ENCORE CAREER PROJECT Grant Proposal Information & Instructions The MetLife Foundation/Civic Ventures Community College Encore Career Project opens doors for boomers who want their next chapter, or encore, to include a purpose-driven job. Grants of up to $25,000 each will be awarded to innovative community colleges that are creating new ways for adults 50+ to transition to encore careers in education, healthcare and social services all sectors facing critical labor shortages Information about the Community College Encore Career Grant, including examples of innovations, can be found at: www.civicventures.org/CommunityColleges/EncoreGrant.pdf Instructions for Completing the Proposal Form Use this form to submit a proposal to receive an Encore Career Grant. Please review the entire proposal form before completing it to avoid duplication in your answers. 1. Complete sections I-VII of the proposal form that is provided on the next two pages. Save it using the file name YourCommunityCollegeRFP2007.doc, substituting the name of your own community college for "YourCommunityCollege"). 2. Gather up to two optional letters that provide evidence of commitment and support from your community college or outside partners. Letters can be in one of two formats Word documents and or pdf documents. Save your letters using the following names: YourCommunityCollegeLtr1.doc & YourCommunityCollegeLtr2.doc for Word, or YourCommunityCollegeLtr2.pdf & YourCommunityCollegeLtr2.pdf for pdfs 3. Return to the MetLife Foundation/Civic Ventures Community College Encore Career Project website, www.civicventures.org/CommunityColleges 4. Click on the link to Submit a Proposal Now. 5. Complete the online form with the requested contact information. This information is used to track your application through our system. 6. Attach your completed proposal form and optional letters of commitment to your online form. To do this, go to the end of the online form where it asks you to submit documents with your online proposal: In the section, titled Proposal Narrative & Budget, click on the "Browse" button. Find your proposal form (Word document) on your computer drive, select it (by double clicking the file name or by clicking it once and then selecting "Open.") The path to your document will show in the form field. Repeat this process for each of your optional letters of commitment. In addition to providing the file path (using the Browse button), please use the appropriate field to give us the name and affiliation of the person who signed the letter. These files can be Word or pdf format. 7. Click on the button to Submit Your Proposal. Receipt will be acknowledged by email. Completed proposal forms must be submitted online no later than May 1, 2007

PROPOSAL FORM I. Community College Community College Name: San Diego Miramar College Mailing Address: 10440 Black Mountain Road City: San Diego State: CA Zip Code: 92126 Web Site: www.sdmiramar.edu II. Contact Person Name: Sandra Trevissan Title: Public Information Officer Community College Department: Communications Services Phone: (619) 388-7752 Fax: (619) 388-7929 Email: strevisa@sdccd.edu III. Information about Your Community College Geographic area served by your community college (e.g., city, county, region, etc.) Setting of your community college (put an X next to all that apply) Total student enrollment Average age of students Percentage of enrolled students over 50 Percentage of students by ethnicity African American
-

North San Diego City region, serving communities along the I-15 corridor .

Urban X Suburban Rural 12,000 Under 25: 50% 25-35: 28% Over 35: 22% 4% 5% 27 % 14 % 40 % 13 %

Asian, Pacific Islander, Filipino Hispanic White Other/No Response Proposal Summary

IV.

Encore Career Areas: Check (and describe in your proposal narrative) the social purpose career areas that will be supported by your proposed innovation (put an X beside all that apply). _x_ Education __ Healthcare __ Social services _x_ Other (please describe): 1) Careers in Mediation as certified mediators (paid and volunteer) assisting individuals in avoiding litigation; 2) RSVP Law Enforcement (Reserve Senior Volunteer Patrol).

Summary: Provide a one paragraph summary of your proposed innovation to establish innovations to transition 50+ adults to these encore careers. San Diego Miramar College is poised to provide exploration of careers and training in unique fields of service that would benefit the community for the 50+ age cohort. Under the direction of the Public Information Office, with involvement and support of the instructional and student services divisions campus-wide, vocational advisory boards, and college public/private partners, Miramar College will develop a comprehensive plan to encourage individuals over 50 to explore social purpose careers and volunteer service in areas aligned with the colleges existing instructional programs. Activities will include the development of an ongoing Mentors Circle program that will present a career exploration seminar series, featuring the Colleges vocational advisory board members, and eventually, expanding to include transitioning industry professionals as advisors for prospective and new students. Other activities to be funded by the grant include development of a strategic marketing plan -- focus groups, targeted message development (using life skills and experiences to help others), marketing materials, and comprehensive direct mail campaigns. The College will explore the feasibility of an expanded instructional cluster of programs and services to meet the unique needs of a second phase of Encore participants by identifying new courses that would provide basic skills for those over 50 i.e., computer literacy, cultural diversity, and technology advances that are required skill sets for todays workforce. V. Proposal Narrative (maximum 3 pages) Community College Background: Why is your community college particularly well suited to establishing innovative pathways for 50+ adults to transition to social purpose careers? During the first phase of the Encore program, the College will target service-area residents over 50, active duty military officers, their families, retirees, base personnel, and scientists in our local biotech community, encouraging their exploration of new careers that serve the community through mediating, teaching, and volunteer policing services. As a proven leader in the development of effective and efficient public and private partnerships, San Diego Miramar College is well suited to offer innovative pathways and instructional programs for the over 50 age cohort, particularly in areas of social purpose. As home to the San Diego Regional Public Safety Training Institute, the college has partnered with the City of San Diego Police and Fire-Rescue departments and County of San Diego Sheriffs Office to provide training for San Diego law enforcement and fire fighters since 1969. Strong program linkages would enable the college to assist with the recruitment needs of the Citys volunteers and policing programs. The Colleges renowned Southern California Biotechnology Center (SCBC) and the Advanced Transportation Technology and Energy Center reflect program innovation and leadership in training tomorrows workforce in emerging fields, addressing critical labor shortages, technology advances and exploration of fuel and energy alternatives. The SCBC, one of only six such centers in the State of California, is an exemplary education and workforce partnership comprised of regional K-12 schools, colleges, universities and the local biotechnology industry. Miramar College has partnered with Marine Corps Air Station (MCAS) Miramar, located less than one mile from the campus, and offered college classes on base for more than 25 years. The College/base relationship provides the foundation to connect with and promote Encore opportunities to active duty officers, their families, retirees and base personnel. The colleges paralegal program is ABA approved with an external advisory board that includes representatives from the National Conflict Resolution Center, a full service alternative dispute resolution provider operating as a private, non-profit corporation in San Diego, California. Established in 1983 as the San Diego Mediation Center, NCRC is recognized nationwide as a pioneer in expanding a traditional community mediation program into a broad based provider of ADR services, trainings, and customized

programs. Services include mediation training, conflict resolution, community mediation, divorce mediation, and coaching. NCRC manages over 2,500 cases annually and serves clients from private industry, public agencies, the courts, the community and local governments. The Colleges advisory board members would assist with the development of curriculum and transition of individuals who bring their life experiences to the workplace in the growing field of mediation. At only $20 per credit, California community colleges offer an affordable pathway for exploration and transition to new careers. Miramar College is one of three community colleges and six continuing education centers in the San Diego Community College District, enrolling 100,000 students per semester. Miramars pilot program in the Encore Careers project would pave the way for sister institutions and might ultimately serve the entire San Diego City region with a full spectrum of social purpose career opportunities, fully exploiting existing districtwide instructional and new program offerings. Current Trends: What current trends are affecting your community college and your surrounding community with regard to older adults (50+) and workforce gaps in social purpose fields? Miramar College is located in the suburban northern San Diego City region, serving a middle-income, aging demographic. 725,000 residents live in the San Diego City north region; approximately 300,000 live within 10 miles of the college. The 50 - 69 age cohort of the Colleges region is expected to grow by 10% (50-54 year olds) to124%(65-69 year olds) by year 2030. (SANDAG) Workforce gaps: critical need for science teachers, K-12; growing need for volunteer and paid mediators; consistent shortage of local law enforcement service volunteers. Nearly 8,000 retired marines live within 50 miles of MCAS Miramar, located one mile from the college campus. In addition, between 50-60 active duty officers reside on or near the base and 29,000 family members offer a pool of prospective Encore participants. (MCCS Annual Report 2006). Proposed Innovation: What programs or services will your community college establish with your proposed Encore Career Grant? Fully describe your proposed innovation. Utilizing the industry acumen of existing vocational advisory boards, the College would develop a Mentors Circle seminar series exploring new career paths for baby boomers for fields associated with the Colleges strong vocational programs, as well as exploratory courses and/or short-term certificate programs already in place to transition individuals to second careers or significant volunteer service. Initially, the College will focus on promotion of three instructional programs, all highly recognized in the region and beyond as exemplary programs that could target encore careers and volunteerism for the common good: mediation, teaching, and law enforcement. The Mentors Circle would expand in a second phase to include retirees/boomers themselves, sharing career and industry insights and advice with prospective and current students. A significant number of older adults are routinely enrolled in the Colleges ABA-accredited paralegal program during any given semester, many from government jobs and others seeking information on laws affecting seniors, benefits and other areas of self-interest (elder law, estates, trusts and wills). Area residents will be encouraged to enroll in a short-term mediation certificate program that would allow participants to put life experiences to good use when applied to a career or volunteer service as a mediator. Completion of the one-semester certificate might also encourage participants to continue in the colleges ABA paralegal program toward an encore career option as a paralegal, one well suited for older adults. Paralegal careers are listed as one of the top ten fastest, highest demand career fields in the nation (Economic Outlook Report, 2006). The College is uniquely positioned to serve Biotech Beach, the second largest cluster of biotech companies in the nation. Despite a lag in the economy, there has been a consistent California biotech job growth in the last three years. In San Diego, biotech accounts for 22% of all technology employment. (Getting It Don,e Volume 2, Number 7, California Community Colleges Economic & Workforce

Development). Scientists employed in the more than 150 local biotechnology companies will be encouraged to bring their life experiences to the classroom as a science teacher in an Encore career, helping to meet the critical demand for science and math instructors nationwide. Scientists will be invited to enroll in Education 100, a one-semester course that explores the teaching field. The Colleges existing industry partnerships through SCBC activities, as well as teaching collaborations with area schools and universities will provide opportunities and linkages for scientists to explore, prepare for, and teach and/or mentor at the K-12 and college-level. Miramar College is home to the San Diego Regional Public Safety Training Institute, which provides training to police, sheriff, fire and lifeguard agencies countywide. College linkages within the Public Safety Regional Training Institute would be provided to senior citizens who qualify for service in City of San Diego Police Department and County of San Diego Sheriffs Office Reserve Senior Volunteer Patrol (RSVP) units, which currently operate in local communities and are consistently understaffed. With the stringent requirements and intensive background investigation and clearance required for law enforcement volunteers, military retires are likely candidates for volunteer service interest in the public safety arena. At present, approximately 4% of the Colleges students are 50+. Classes are scheduled primarily in the weekday mornings and evenings, leaving a campus-wide availability of classrooms during the afternoon hours from 2-6 p.m. The College would explore the development of a late afternoon Encore program, encouraging Encore students to attend during times that have distinct advantages, including not having to hunt for a parking space, the fact that no permits are required during these hours and that college services such as counseling are not as busy during the afternoons. Through surveys and focus groups, the College will explore the feasibility of an expanded instructional cluster of programs and services to meet the unique needs of future Encore participants by identifying new courses that could provide basic skills for those over 50 i.e., computer literacy, cultural diversity, and technology advances that are required skill sets for todays workforce. Expected Impact: At the end of the one-year grant period, what outcomes both measurable and qualitative do you expect to achieve? Creation of an ongoing Mentors Circle series of career exploration seminars. Development (fall 2007) and implementation (spring 2008. Development of a strategic marketing plan for three specific populations: service area residents, military and local biotechnology industry scientists, encouraging exploration of Encore careers & volunteer service and production of collateral marketing materials. Curriculum approval for one-semester certificate program in mediation (fall 2007), with implementation spring 2008. Increase in enrollment by cohort group: Education 100, Mediation, Personal Growth 130 (Career Exploration), spring 2008 Increased applications by cohort group for participation in City of San Diego and County Sheriff Volunteers and Policing programs. Increased attendance and involvement in SCBC activities by cohort group. Assessment of viability of a late afternoon Encore program, as well as basic skills for over 50 initiative. Begin campus, industry and community dialogue to address the fast growing baby boomer and retiree demographic.

Partners: What are the roles and responsibilities of key partners and what steps have already been taken to establish these partnerships? The following partners are currently aligned with the college in strong working relationships and support the Encore proposal: ABA Approved Paralegal Advisory Board: Assistance with development of mediation certificate curriculum, job placement. Mentors Circle participation. Biotechnology Advisory Board: Mentors Circle participation. Southern California Biotechnology Center Affiliates: Identification of target market. Assistance with marketing message development and distribution. Mentors Circle participation. Linkages with industry and teaching opportunities.. MCAS Miramar Community Services: Partner in recruitment and advertising to active duty officers, military base personnel, their families and retirees. San Diego Regional Public Safety Training Institute: Needs assessment. Linkages. Mentors Circle. Miramar College Office of Instruction: Exploration of new afternoon classes. Miramar College Public Information Office: Development and implementation of Strategic Marketing Plan. Coordination and promotion of Mentors Circle. VI. Budget and Related Information Proposed Grant Budget: How will you use your Encore Grant to support this proposed innovation? Use the following table to list and describe expenses that will be covered with grant funds: Grant Expense Category Amount Personnel Staff Salary & Benefits Consultants Non-Personnel Design, develop and distribute direct mail campaign targeting the following specific markets: 50+ area residents (92126, 92124, 92131, 92145, 92122); retiring and 50+ military personnel, MCAS Miramar; employees of the biotech industry located in surrounding communities. Campaign will include purchase of mail lists, multiple personalized direct mail series, design and production of posters, print collateral and broadcast/print media placement. $ $ Brief Description of Proposed Expense

Marketing campaign

$20,000

$ $ $

$5000 TOTAL PROPOSED GRANT BUDGET $25,000

Meeting expenses: focus groups, advisory boards, supplies

Other Funding and Resources: What other funding or community college resources will support your proposed innovation? The Public Information Office will allocate an additional $5,000 of its general budget to the Encore program development, implementation and promotion and will coordinate the Encore initiative.

VII.

Optional Letters of Support or Commitment As part of your proposal, you may include up to two letters that provide evidence of commitment and/or support from your community college or outside partners. Please list these letters below and upload them to your online form so that they will be submitted with your proposal. Attached: Letter of Support from Dr. Sandra Slivka, Director, Southern California Biotechnology Center