Institutional Image Assessment

What do prospective students really think about your school?  What do they think about your admissions publications and your web site?  Is your message reaching your target audience?  How well known are you to local students and those at a distance?  A TFA Institutional Image Assessment provides an experienced external look at your strengths, challenges, and opportunities to increase visibility, sharpen your message and ensure that it gets to the students you want in your new students.  Most importantly, you receive five top priorities to enhance image—and specific action steps customized to your campus.

Here’s how it works:

• During a conversation about your campus and issues related to institutional image, we decide on a list of materials for you to send TFA to help your consultant prepare for an effective on-site consultation. We also discuss what meetings will be most helpful in understanding how students perceive you now and how to improve those perceptions in the future and develop an itinerary that reflects that.
• A consultant with expertise in institutional positioning and image enhancement conducts
• On the second afternoon, your consultant leads discussion through a campus-customized PowerPoint exit presentation that includes five top priority recommendations for action that will have the greatest impact on institutional image enhancement.
• The consultant then spends 15 minutes proposing how your campus and TFA might work together to achieve your image goals. This proposal is totally customized and informed by the findings of the consultation—NOT “canned” or generic, and is totally optional. The results of the Image Assessment are made for your institution to implement, whether we partner in the future or not.
• You receive the slide presentation to begin work on the recommendations immediately.
• TFA sends you–within ten business days–a written executive summary and proposal for a customized partnership.

Fee:  $4,500 plus travel

Next Step:

Schedule a live phone conversation via e-mail tfarnum@teresafarnum.com with Teresa Farnum to start the steps above and schedule the dates!

Working Agenda

To ensure you get the most out of our time on campus, we invite you to adjust the following proposed agenda to include appropriate staff and personnel.

Time	Meeting
Day One
8:00 a.m.	Campus Contact
9:00 a.m.	President
9:30 a.m.	Vice President for Enrollment Management
10:30 a.m.	Directors of Admissions, Financial Aid, Retention
11:30 a.m.	Admissions Associate/Assistant Directors and Admissions Counselors
12:30 p.m.	Lunch with Invited High School Guidance Counselors
2:00 p.m.	Admissions and Financial Aid Support Staff
3:00 p.m.	Director of Graduate Admissions, Dean/Director of Continuing/Adult/Professional Education
4:00 p.m.	Student Focus Group:  President Student Government, Honors student, President Black Student Union (or other Minority Student Leader), local student, student from distance, 2 admissions tour guides, student athlete
Day Two
9 :00 a.m.	Vice President for Development, Vice President for External Affairs
10:30 a.m.	Director of Alumni Relations, Director of Communications/Public Relations, Director Government and Community Relations
Noon	Exit Preparation
2 :30 p.m.	Image Exit Briefing: Share observations/recommendations and CUSTOMIZED ACTION STEPS with President (if possible), VP Enrollment Management, Admissions Director, Vice President Development, Vice President External Relations
4:00 P.M.	Brief proposal of a highly customized partnership between your institution and TFA to achieve your enrollment goals
4:30 P.M.	Depart Campus

Materials and Institutional Information

Please forward—either electronically or in hard copies—pertinent information that may not be readily available on your Website. Some suggested materials are listed below.

• Academic and demographic profile of student body
• Recent institutional self-study reports
• Short/long-term planning recommendations
• Student Search Piece (or any other print publication, letter, etc., sent as the initial introduction of your school to prospective students), Viewbook/Prospectus, Open House Invitations, Sample of Major Brochures
• Admitted Student Questionnaire results (if you use)
• Enrollment Planning Service report (if you use)
• Case Statement, most recent fund-raising campaign
• President’s “Welcome Address” (can be downloaded from web site)
• Vision and Mission Statements
• College/University Magazine (two or three most recent issues)
• Promotional Correspondence (not acceptance or receipt of application letters—only those used expressly for marketing purposes)
• Press clippings (not releases; only stories actually published in media)
• Enrollment projection reports
• Financial aid awarding tables or criteria for both new and returning students
• Student satisfaction/opinion surveys and other reports
• Any other documents or reports that will provide insights about strengths, opportunities or controversial issues on your campus

And most importantly, please return the Institutional Data Worksheet that will be e-mailed to you.

Please send the above material at least two weeks in advance of the scheduled visit to:

Teresa Farnum & Associates
12504 Roosevelt Lane 16 A-1
Englewood, CO 80112