>> CALL THE FINANCE COMMITTEE TO ORDER, PLEASE.
[1. Roll Call - Announcement of a Quorum]
[00:00:06]
AT, 1:18.WE DO HAVE A QUORUM OF THE FINANCE COMMITTEE.
AND, IN ACCORDANCE -- >> I THOUGHT I WAS AT A FUNERAL HOME.
>> THEY HAVE A BRIGHT SUBJECT, SO, LET'S MOVE ALONG.
>> [LAUGHTER] IN ACCORDANCE WITH CHAPTER 551 OF THE TEXAS OPEN MEETING APP, CALL THE ORDER OF THE FINANCE COMMITTEE AT 1:18 MEMBERS OF THE PUBLIC WHO HAVE FOLLOWED THE INSTRUCTIONS ON THE DALLAS COLLEGE BOARD OF TRUSTEES WEBSITE ARE REGISTERED TO SPEAK WILL BE GIVEN 5 MINUTES TO SPEAK.
THE FINANCE COMMITTEE MEETING IS BEING BROADCAST OVER THE INTERNET AND AUDIO RECORDING AND TRANSCRIPT OF THIS MEETING ARE BEING MADE AND WILL BE AVAILABLE TO THE PUBLIC ON THE BOARD'S WEBSITE AFTER THE MEETING AT A LATER DATE.
[2. Certification of Notice Posted for the Meeting]
WE CONFIRM THIS MEETING IS POSTED ACCORDING TO LAW.>> I CERTIFY THIS MEETING WAS POSTED IN ACCORDANCE WITH 551.01 OF THE TEXAS CODE.
>> WE HAVE A NUMBER OF ITEMS TODAY THAT WE COVERED DURING OUR FINANCE COMMITTEE MEETING.
[4.1. Page/HR&A Strategic Planning]
OUR FIRST ONE I'M GOING TO SAY THAT I BELIEVE THAT FOR ME, IT'S AN EXCITING OF AN AREA OF FINANCE AND STRATEGIC PLANNING THAT I'V BEEN LOOKING FORWARD TO SINCE I JOINED THE TRUSTEE BOARD BECAUSE I REALLY BELIEVE THAT FOR US TO DEAL WITH THE FUTURE AND DIVISIONS THAT WE HAVE TO, WE HAVE TO HAVE A CONSISTENT STRUCTURE IN WHICH WE CAN PROCESS CHALLENGES AND KNOW THAT WE'RE GOING TO GET EQUAL TREATMENT IN EACH AND EVERY CHALLENGE THAT WEAR FACED WITH.AND WE CERTAINLY HAVE SOME REAL CHALLENGES IN OUR FACILITIES AND OUR PROGRAMMING, AND, ALL OF THE ABOVE AS TO HOW WE MOVE FORWARD FOR THE FUTURE OF THE COLLEGE.
SO, JOHN, WOULD YOU DO THE HONOR OF INTRODUCING.
>> JOHN, GO AHEAD AND INTRODUCE THE TEAM AND I HAVE SOME INTRODUCTORY COMMENTS.
I'LL START WITH ELIZABETH FOSTER, SHE'S THE ONE THAT DEALS WITH THE LEASES, JOSEPH AND ARE HERE TODAY, I'LL LET THEM INTRODUCE AND SAY JUST A LITTLE BIT ABOUT WHO THEY'RE WITH AND WHAT THEY DO.
>> SO, YEAH, VERY NICE TO MEET THOSE OF YOU I HAVEN'T MET AND TO SEE SOME OF YOU THAT FOSTER A PLANNING IT PRINCIPLE WITH PAIGE.
STRATEGIC REAL ESTATE PLANNING AND WE'RE THRILLED TO BE HERE AND WE'LL TELL YOU MORE BEEN PAGE.
>> ALISA, AND I'VE BEEN WORKING IN HIGHER EDUCATION FOR 30 YEARS, LOOKING AT SPACE ANALYTICS AND PRIORITIZATION MODELS.
>> REAL ESTATE STRATEGY CONSULTING FIRM, I'VE BEEN WITH HNA SINCE 2015 FOCUSED ON THE PRACTICE AREAS AROUND REAL ESTATE, FINANCE AND PLANNING.
MY BACKGROUND IS IN COMMERCIAL REAL ESTATE DEVELOPMENT MY WHOLE CAREER.
I HAVE A DUEL ROLE IN HIGHER EDUCATION I RUN THE REAL ESTATE INSTITUTE AT SMU.
>> I'M THE LEGACY PAGE PERSON WITH THE FIRM 42 YEARS.
I'M THE PRESIDENT AND SENIOR PRINCIPAL AND RUNNER OF DALLAS OPERATIONS.
BORN AND RAISED IN DALLAS AND WE'RE AT 1300 PERSON AD FIRM.
>> BEFORE WE GET STARTED IN THE PRESENTATION.
I WANT TO TAKE A STEP BACK A BIT.
THE SLIDE THAT'S ON SCREEN IS FROM 2019.
SO, THE BOARD MEMBERS THAT HAD BEEN AROUND SINCE THAT TIME, WILL RECOGNIZE THIS SLIDE THAT AS WE BEGAN TO REALLY THINK ABOUT, UM, THESE PIECES TOGETHER IN DIFFERENT SORT OF A WAY.
WE HAD NOT DONE AN EDUCATION MASTER PLAN BEFORE, IN 2019, WE WERE OBVIOUSLY PLANNING OUR FACILITY'S PLAN WHICH BECAME THE IMPETUS FOR THE BOND
[00:05:05]
INITIATIVE THAT THE VOTERS SUPPORTED.WE WERE TRYING TO FIGURE OUT HOW TO STAFF APPROPRIATELY AND HOW TO RESOURCE APPROPRIATELY FROM A FINANCIAL STANDPOINT.
SO, WE TALKED ABOUT, WE BROUGHT IN FOLKS TO HELP US THINK THROUGH THIS, AND THIS SORT OF GUIDED THE WORK.
AND PART OF WHAT CAME OUT OF THE EDUCATIONAL MASTER PLAN RECOGNIZED THAT WE NEED TO TAKE A LOOK AT OUR STRUCTURE, AND ON THIS SLIDE, IF YOU COULD SEE AT THE BOTTOM, IT SAYS DALLAS COLLEGE COMMUNITY COLLEGE DISTRICT, THAT'S WHAT WE WERE IN 2019.
FIRST OF ALL, THE RECOMMENDATION WAS TAKE A LOOK AT THE STRUCTURE, AND HOW THE STRUCTURE PROVIDES FLEXIBILITY OR NOT TO DO WHAT WE NEED TO DO TO SERVE WHO WE SERVE.
ONE OF THE OTHER RECOMMENDATIONS THAT CAME OUT OF THIS WORK WAS TO TAKE A LOOK AT WHAT WAS DEFINED AS THE SEVEN ACADEMIC PROGRAM CLUSTERS.
HOW TO ORGANIZE PROGRAMS DIFFERENTLY.
THAT LED TO OUR SEVEN SCHOOL OF ARRANGEMENT.
ONE OF THE OTHER THINGS THAT WAS A PART OF THIS WAS TO TAKE A LOOK AT OUR PROGRAM OFFERINGS, AND WHERE THEY WERE OFFERED.
AND WE NEEDED TO THINK ABOUT FRAMEWORK IN WHICH TO DO THAT.
THAT'S WHAT YOU'RE GOING TO HEAR FROM THE TEAM TODAY IS PROVIDING US A FRAMEWORK HOW TO CONSIDER THESE THINGS, CERTAINLY, LOOKING THROUGH THE LENS OF PROGRAMS, GEOGRAPHIC LOCATION OF THOSE PROGRAMS. LOOKING THROUGH THE LENS OF CERTAINLY, REAL ESTATE CONSIDERATIONS AROUND ALL OF THOSE THINGS.
BUT, THIS PROVIDES THE FRAMEWORK THAT WE NEEDED TO REALLY CONSIDER HOW WE DO SOME OF THE INITIATIVES, SOME OF THE PROJECTS THAT COME TO US.
SOME COME TO US, AND, MAY BE IT'S NOT THE RIGHT TIME, OR, MAY BE WE DON'T HAVE THE RIGHT PROGRAMS, THE RIGHT STRUCTURE, THE RIGHT TEAM IN PLACE.
AND, AGAIN, AS YOU'LL SEE FROM THIS DETAILED FRAMEWORK, THAT WILL HELP GUIDE THE WORK THAT WE DO.
I WANTED TO PROVIDE THIS TEXT FROM THE GET GO THAT ALL THE WORK THAT WE DID DURING THIS TIME, THAT, YOU KNOW, HELPED LEAD TO THE CONSOLIDATION AND HELPED LEAD TO THE SEVEN SCHOOLS OF.
THE PART THAT WE DIDN'T GET TO WAS THE FRAMEWORK FOR SOME OF THESE CONSIDERATIONS, AND THAT'S WHAT WE'LL GET TO TODAY.
>> AND WITH THAT, WE'LL MOVE ON.
PUT IN THE SLIDES UP; SO CLICK TO YOUR HEART'S CONTENT.
>> AGAIN, VERY GLAD TO BE HERE WITH YOU TODAY.
I'M JUST GOING TO START BY SAYING THAT, YOU KNOW, FOR THE CHANCELLORS, THIS IS REALLY WORK THAT'S COMING OUT OF A VERY IMPORTANT INFLECTION POINT FOR DALLAS COLLEGE.
YOU HAVE, CERTAINLY THE RECENT TRANSITION TO ONE DALLAS COLLEGE, YOU HAD ESTABLISHED YOUR STRATEGIC PRIORITIES, YOU HAVE WITNESSED TREMENDOUS ECONOMIC GROWTH IN DALLAS, AND, OF COURSE, THE VOTERS ENDORSED THE INNOVATION HUB AND THE BOND PROGRAM.
AND SO, YOU KNOW, YOU'RE CLEARLY ON THE CUSP OF, I THINK, A VERY, VERY, IMPORTANT NEW CHAPTER FOR THE COLLEGE.
AND WHAT WE SEE AS OUR CHARGE HERE IS TO HELP YOU TRANSLATE YOUR OLD VISION AND YOUR MISSION INTO PHYSICAL FORM HERE AT DALLAS COLLEGE.
SO, THAT'S, I THINK WHERE WE COME IN AND HOW WELE WANT TO PARTNER WITH YOU.
SO, THIS IS JUST HOW WE ORGANIZED THE PRESENTATION.
WE WANTED TO TELL YOU ABOUT OUR FIRMS, DESCRIBE THE PURPOSE AND THE OBJECTIVES OF OUR WORK, THEN WE'RE GOING TO WALK YOU THERE THIS DECISION-MAKING FRAMEWORK.
YOU'LL HEAR US USE THIS TERM THAT WE DEVELOPED TOGETHER WITH COLLEGE LEADERSHIP.
AND WE'LL TOUCH ON THEME THAT IS HELPED OUR INNOVATION THEMES FOR DALLAS COLLEGE.
AND WE'LL TALK ABOUT WHERE WE GO FROM HERE.
JUST TO TELL YOU A LITTLE BIT MORE ABOUT PAGE, AS AS ALLUDED TO, WE'RE A NATIONAL, INTEGRATED DESIGN FIRM FOUNDED IN TEXAS IN 1898, WE'VE BEEN SERVING HIGHER END CLIENTS FOR 65 YEARS HERE IN THE STATE OF TEXAS AND WE'VE BEEN IN DALLAS FOR YEARS.
OUR TEAM IS COME PRIZED OF DEEPLY EXPERIENCED NATIONAL CAMPUS PLANNING, DESIGN SPACE ANALYTICS EXPERTS AND WE'VE WORKED WITH INSTITUTIONS ACROSS THE U.S.
MANY OF EMWE HAVE LONG-TERM CLIENT RELATIONSHIPS LIKE WE ANTICIPATE THIS WILL BE WHEN WE BRING THAT EXPERIENCE TO BEAR HERE.
JOSEPH, WOULD YOU LIKE TO SAY A LITTLE BIT ABOUT HR & A?
>> WE'RE BASED OUT OF NEW YORK, I HELP RUN OUR DALLAS OFFICE, WE'VE BEEN, WE'VE HAD AN OFFICE HERE SINCE 2015, OUR PRACTICE HERE IS REALLY FOCUS ON THREE TIERS IS THAT I MIGHT DESCRIBE AS REAL ESTATE, INSTITUTIONAL STRATEGIC PLANNING AROUND
[00:10:04]
CAPITAL INVESTMENTS, PUBLIC POLICY, AFFORDABLE HOUSING AND INNOVATION ECONOMIES.UM, WE'VE BEEN DEEPLY ENTRENCHED IN THE DALLAS MARKET, WE WORKED ON THE MASTER PLAN FOR THE CONVENTION CENTER LEADING TO THE REDEVELOPMENT OF THE CONVENTION CENTER PROVIDING THE ECONOMIC ANALYSIS FOR THAT REDEVELOPMENT.
AND, THEN, I HAVE A COLLEAGUE THAT HAS BEEN WORKING CITY MANAGER'S OFFICE FOR NOW, ALMOST A YEAR ON THE IMPLEMENTATION OF THE NEW ECONOMIC PLAN FOR THE CITY OF DALLAS.
SO, THIS IS A PLACE THAT'S VERY IMPORTANT TO OUR FIRM, AND VERY IMPORTANT TO ME, PERSONALLY.
WE HAVE A LONG, GREAT CAREER WORKING TOGETHER WITH PAGE, ON INSTITUTIONS.
WE FINISHED A PROJECT AT THE UNIVERSITY OF TEXAS IN AUSTIN.
AND I'M WORKING WITH PAGE ON WITH THE CAPITAL COMPLEX.
>> WE KNOW THAT DALLAS COLLEGE ENCOUNTERS MANY, MANY OPPORTUNITIES MAY BE ON A DAILY BASIS TO CONSIDER WAYS THAT YOU MIGHT PROVIDE SERVICES THROUGHOUT DALLAS.
AND, UM, MEMBERS OF YOUR LEADERSHIP, WHETHER IT'S AT THE DISTRICT LEVEL OR AT THE CAMPUS LEVEL, YOU KNOW, ARE ENGAGED IN CONVERSATIONS ALL THE TIME WITH ENTITIES, YOU KNOW, WHO HAVE IDEAS AROUND WAYS YOU CAN PARTNER TOGETHER AND INITIATIVES THAT DALLAS COLLEGE CAN BE A PART OF.
AND THAT'S TERRIFIC, AND MANY OF THESE ARE GREAT IDEAS.
BUT, IN ORDER TO ENSURE THAT WE'RE DOING THE RIGHT THINGS AND THAT THE COLLEGE IS FOCUSSING IT'S RESOURCES IN THE RIGHT WAY, WE NEED A RATIONAL AND RIGOROUS PROCESS FOR CONSIDERING THESE IDEAS.
WE NEED TO THINK ABOUT ALL OF THESE IDEAS STRATEGICICLY, WE NEED TO PRIORITIZE THEM IN COMPARISON TO EACH OTHER AND WE NEED TO FIGURE OUT A WAY TO MOVE FORWARD IN A UNIFIED AND CONSISTENT MANNERMENT AND, I THINK IMPORTANTLY, DALLAS COLLEGE NEEDS TO BE AHEAD OF HE'S IDEAS, RIGHT? WE NEED TO ENVISION AND FORECAST OPPORTUNITIES NOT JUST REACTING TO THINGS THAT PEOPLE ARE BRINGING TO US.
WITH THAT IN MIND, THERE ARE TWO KIND OF KEY OBJECTIVES THAT WE'RE FOCUSED ON.
THE FIRST OF THOSE IS REALLY DEVELOPING A VERY THOROUGH AND DEFENSIBLE DECISION MAKING FRAMEWORK THAT'S GOING TO LET US DETERMINE THE HIGHEST AND BEST USE OF DALLAS COLLEGE RESOURCES BOTH NOW AND IN THE FUTURE IN A WAY THAT MAXIMIZES BENEFITS FOR STUDENTS, EMPLOYEES, COMMUNITY AND INDUSTRY.
SECOND, WE'VE AGREED, THROUGH OUR DISCUSSIONS WITH LEADERSHIP THAT THE FRAMEWORK NEEDS TO WORK HAND IN HAND WITH A SET OF POLICIES AND GUIDELINES THAT GOVERN THE USE OF YOUR RESOURCES.
I'LL GO INTO THAT'S FURTHER LATER, BUT I WANTED YOU TO HEAR NOW, THAT THIS DECISION-MAKING FRAMEWORK TOOL THAT WE'LL WALK YOU THERE, IS REALLY TWO SETS OF IMPORTANT TOOLS WHICH WILL WORK IN CONJUNCTION WITH EACH OTHER.
>> SO, WHAT IS THE DECISION-MAKING FRAMEWORK? AS WE'VE TALKED ABOUT, YOU ARE ALSO PRESENTED WITH PROPOSITIONS FOR AND OPPORTUNITIES ON HOW DALLAS COLLEGE CAN BE ENGAGED IN THE COMMUNITY AND IN VARIOUS OTHER INITIATIVES.
SO, THIS DECISION-MAKING FRAMEWORK SHOULD AID IN HELPING YOU MAKE SHOWS DECISIONS AND ESTABLISH PRIORITIES.
BECAUSE YOU HAVE A FINITE NUMBER OF RESOURCES, YOU CAN'T AFFORD TO ENGAGE IN EVERYTHING.
THE SECOND THING IS THAT THE FRAMEWORK NEEDS TO BE ADAPTABLE AND FLEXIBLE ALWAYS.
IT NEEDS TO GROW AS YOU GROW, CHANGE AS YOU CHANGE.
IT SHOULD BE A FLEXIBLE PROCESS THAT IS A PROVIDES FOR A VARIETY OF PROPOSITIONS THAT IS GROUNDED IN THE REALITY OF TODAY, BUT, YET, HAS AN EYE ON THE FUTURE.
IT SHOULD BE EMPOWERING TO THE BOARD AND TO THE DALLAS COLLEGE STAKEHOLDER.
THIS SHOULD BE A FRAMEWORK THAT SAYS WILL IT MEET THE BASIS OF THE CRITERIA THAT WE'RE MEASURING IT AGAINST.
IT SHOULD PROVIDE A GUIDANCE FOR LEADERSHIP.
SO, WE'RE NOT LOOKING AND TRYING TO MAKE DECISIONS IN ISOLATION OF OTHER DECISIONS THAT HAVE ALREADY BEEN MADE.
IT SHOULD FACILITATE CLARITY IN DEVELOPING PROPOSITIONS.
SO, SOMETIMES, YOU'RE GIVEN A PROPOSITION THAT YOU WANT TO ACT ON, BUT THERE'S NOT ENOUGH DEFINITION ON IT, HOW DO WE GET THAT DEFINITION? SECONDLY, IT ANGLES THE TRIAGE OF TIME-SENSITIVE PROPOSITIONS.
SOMETIMES THE PROPOSITION DOESN'T HAVE THE TIME TO SIT ON A SHELF UNTIL WE COULD
[00:15:02]
GET TOGETHER AND PRIORITIZE ALL OF THE PROPOSITIONS, SOMETIMES IT NEEDS TO BE AHEAD OF THE STACK.AND THEN, IN ALLOWS FOR THE COMPARISON AND THE PRIORITIZATION OF THE PROPOSITIONS.
THINKING ABOUT YOUR FINITE RESOURCES T WHO SHOULD GO FIRST, WHY SHOULD IT GO FIRST, THOSE TYPES OF DECISIONS.
SO, THIS IS THE DECISION-MAKING FRAMEWORK.
AND THE FIRST STEP IS IDENTIFYING THE PROPOSITION.
IF I'M GOING TO PROPOSE A PROPOSITION, THESE ARE THE THINGS THAT I WANT TO HAVE ANSWERED.
ONE IS WHO IS THE CHAMPION? WHO ARE THE SUPPORTERS? BUT, TWO KEY QUESTIONS: WHAT PROBLEM DOES THIS PROPOSITION SOLVE? SO, THAT'S THE FIRST QUESTION THAT WE WEEKEND TO ASK OURSELVESES, THE SECOND QUESTION IS WHY SHOULD DALLAS COLLEGE BE THE ONE TO SOLVE THE PROBLEM? BECAUSE, SOMETIMES I THINK THAT YOU MAYBE PUSHED INTO DIRECTIONS THAT REALLY DOESN'T CONCERN DALLAS COLLEGE, IT'S GREAT FOR THE COMMUNITY, BUT MAY BE, DALLAS COLLEGE DOESN'T NEED TO BE A PART OF THAT.
THEN WE PERFORM THE PRE-EVALUATION.
SO, IN PERFORMING THE PRE-EVALUATION, DOES THE PROPOSITION ALIGN WITH YOUR INSTITUTIONAL GOALS AND YOUR STRATEGIC PRIORITIES? ARE THERE ANY IMMEDIATE BLACKAGES TO THIS PROPOSITION? HAS THE CHAMPION PROVIDED A COMPLETE AND DATE-SUPPORTED PROP? SO, IF THEY'VE DONE THEIR HOMEWORK IN OTHER WORDS.
AND FINALLY, IS THERE A TIME-CRITICAL ELEMENT TO THIS PROPOSITION? SO WE HAVE A MATRIX HERE, AND, THE THINGS THAT WE WANT TO CONSIDER IS IS IT A HIGH-IMPACT PROPOSITION? MEANING DOES IT SUPPORT THE STRATEGIES OR THE INSTITUTIONAL PRIORITIES, DOES IT HELP JUST ONE OR TWO OF THE CAMPUS LOCATIONS, AND IS IT LOW-IMPACT MEANING DOES IT ONLY PROVIDE SOMETHING FOR ONE CAMPUS? AND IS IT HIGH-RISK, MEDIUM-RISK, AND LOW-RISK.
AND IF IT'S HIGH IMPACT AND LOW RISK, WE SHOULD MOVE ON IT.
AND FINALLY, IF IT'S HIGH RISK, AND HIGH-IMPACT, THEN WE NEED TO BE SURE TO CONSIDER EVERYTHING.
ONCE THAT PRE-EVALUATION IS PERFORMED, THE NEXT STEP IS TO LOOK AT THE EVALUATION CRITERIA, SO, THE EVALUATION CRITERIA, IS WHAT THE PROPOSITION LIKE.
WE'VE DEVELOPED NINE, NEW CENTER OF CAMPUS, INFRASTRUCTURE INVESTMENT, BUDGET INVESTMENT, AND PARTNERSHIP AND COMMUNITY.
ONCE WE UNDERSTAND THE PROPOSITION TYPE, THEN WE CAN LOOK AT NINE DIFFERENT MODULES OF CRITERIA, THE NINE MODULES INCLUDE EQUITY, COMMUNITY IMPACT, EDUCATION, SPACE USE, LOCATION, CAPITAL INVESTMENT, LAND USE, FINANCE/OPERATIONS, LONG-TERM IMPLICATIONS.
AND BY UNDERSTANDING WHICH MODULES WE NEED TO LOOK AT IT HELPS US LOOK AT WHAT ARE THE CRITERIA.
THE EVAILATERS, WILL NEED TO ANSWER QUESTIONS.
>> WHAT DO YOU MEAN BY EQUITY?
>> IS IT EQUITABLE FOR ALL STUDENTS? IS IT EQUITABLE FOR FACULTY STAFF? FOR LEADERSHIP WITHIN COLLEGE AND OUTSIDE OF THE COLLEGE.
>> WE HAVE A VARIETY OF WAYS OF WEIGHING THAT.
LET ME GET TO THE QUESTIONS AND I CAN SHOW YOU A COUPLE OF DIFFERENT QUESTIONS THAT WERE ASKED IN THAT AREA.
THE MODULES HELP YOU TRYING TO MAKE, SO THAT YOU'RE NOT MAKING THE DECISION IN ISOLATION.
YOU'RE CONSIDERING ALL OF THE FACTORS.
BY UNDERSTANDING THE CRITERIA FROM WHICH THE PROPOSITION WILL BE EVALUATED, IT WILL FOSTER ALIGNMENT ACROSS LEADERSHIP.
FOR EXAMPLE, IF WE'RE TRYING TO DECIDE IF THERE SHOULD BE A NEW PROGRAM, YOU WOULD ANSWER QUESTIONS IN THE EQUITY, COMMUNITY EXACT, EDUCATION, SPACE USE AND EDUCATION MODULES.
SOME OF THE EXAMPLE QUESTIONS, FOR EXAMPLE, EQUITY, DOES THE PROPOSITION IMPACT SERVE A HIGHER NUMBER OF PEOPLE PER DOLLAR SPENT? DOES THE PROPOSITION IMPROVE FACULTY AND/OR STAFF RETENTION? SO, THOSE ARE SAMPLES OF THE QUESTIONS.
COMMUNITY IMPACT, DOES THE PROPOSITION MAKE THE CAMPUS MORE VISIBLE, WELCOMING, OR ACCESSIBLE TO THE COMMUNITY? DOES THE PROPOSITION MEET A DEMONSTRATED COMMUNITY DEMAND FOR A PROGRAM, SERVICE, OR SPACE.
DOES A PROPOSITION INCREASE INCOME EARNING POTENTIAL FOR STUDENTS? THE NEXT SET OF QUESTIONS IN EDUCATION, IS THERE A LABOR DEMAND FOR COMPLETERS
[00:20:06]
OF THE PROPOSED PROGRAM? WILL THE PROPOSITION SUPPORT INCREASED JOB PLACEMENT AND LIVING WAGE POSITIONS? DOES THE PROGRAM REQUIRE SPECIALIZED FACILITIES BEYOND A CLASSROOM AND A COMPUTER LAB? WHICH LEADS US TO SPACE USE.DOES DEMAND FOR SPACE TO ACCOMMODATE THE PROPOSITION EXCEED SUPPLY? IS THE EXISTING SPACE AVAILABLE OF GOOD QUALITY? DOES THE PROPOSITION INCLUDE STUDENT SUPPORT SERVICES AND SPACES? FOR LOCATION, DOES THE PROPOSED LOCATION HAS THE PHYSICAL RESOURCES TO ACCOMMODATE THE PROPOSED PROGRAM WITHOUT DISPLACING EXISTING, THRIVING PROGRAMS? IS INDUSTRY PROXIMITY NECESSARY FOR THE SUCCESS OF THE PROPOSITION? AND HAS DC PRIORITIZED FURTHER INVESTMENT OR DEVELOPMENT IN LOCATION AS PART OF IT'S SHORT-TERM STRATEGIC PLANNING.
SO, ONCE WE'VE ASKED THE QUESTIONS, THE NEXT THING WE DO IS INTERPRET THE RESULTS.
SO, IF IT SCORES BETWEEN 85-100%, THIS PROPOSITION IS A GO.
IF IT'S 70-84.9%, MAY BE WE NEED TO PAUSE, RETHINK, REFRAME THE PROPOSITION.
IF IT SCORES LESS THAN 70%, MAYBE THIS IS A PROPOSITION WE SHOULDN'T BE DOING OR MAY BE IT'S A NOT FOR NOW, MAY BE THE PROPOSITION IS GREAT BUT THE TIMES IS NOT GOOD.
STEP NUMBER FOUR IS WE DECIDE THE PATH FORWARD.
SO, WE DECIDE THE PATH FORWARD, HOW ARE WE GOING TO ACCOMPLISH THIS.
AND THEN WE NEED TO SEEK APPROPRIATE LEADERSHIP APPROVAL.
SO, WHO DO WE GO TO TO SEEK THAT APPROVAL FROM? AND FINALLY, WE DEVELOP THAT IMPLEMENTATION PLAN.
THIS DEFINES WHAT WE DO TO MOVE FORWARD.
>> I'M LOOKING AT PAGE 10 ON HAD POWERPOINT.
IS THAT TWO SLIDES TOGETHER IMPOSED?
>> FOUR SLIDES ON TOP OF THEM.
>> YOU SHOULD GET A PDF VERSION OF THIS.
>> THEN IT SHOULDN'T HAVE COME ONE ON TOP OF THE OTHER.
>> SO, THAT'S OUR SIX-STEP DECISION MAKING PROCESS AND FRAMEWORK.
SO, AS WE WERE PUTTING TOGETHER THE FRAMEWORK THAT EXPOSED THE DATA COLLECTION REQUIREMENTS THAT DALLAS COLLEGE NEEDS TO PUT TOGETHER ON A REGULAR BASIS.
IT BRINGS A HIGH LEVEL OF ANALYTICAL RIGOR, THE OTHER THING THAT IT EXPOSED IS THAT THERE ARE PROCESSES, PROCEDURES, AND POLICY THAT NEED TO BE CREATED OR UPDATED THAT SUPPORT THIS DECISION-MAKING FRAMEWORK.
AND THERE'S QUITE A FEW OF THEM THAT WE IDENTIFIED.
SO, LAND USE, SPACE USE, AND SPACE MANAGEMENT, SCHEDULING, EQUITY, PARTNERSHIPS, REGARDING PARTNERSHIPS, CLIMATE AND RESILL SENSE, COMMUNITY ENGAGEMENTS.
SO, JOSEPH WILL BE TALKING ABOUT INNOVATION.
>> SO, COMING OUT OF THE 2019 VOTER APPROVAL OF THE BOND PACKAGE TO EXPAND DALLAS COLLEGE PROGRAMMING AND INVESTING IN STUDENT RESOURCES, PARTICULARLY IN DOWNTOWN WITH THE INNOVATION OF EDUCATION HUB, OBVIOUSLY, THE REALIGNMENT OF THE COLLEGES DURING THE PAST FEW YEARS HAS BROUGHT A LOT OF OPPORTUNITY TO RETHINK THAT THAT OPPORTUNITY REALLY MEANS.
AND SO, WE WERE EXCITED TO COME ON BOARD AT THIS TIME AND IN ONE AREA, AS YOU THINK ABOUT THE FRAMEWORK WAS TO THINK ABOUT WHAT INNOVATION REALLY MEANS FOR DALLAS COLLEGE.
I MENTIONED EARLIER, THAT I HAVE A COLLEAGUE THAT'S SOUL FOE SUSS ON THE INNOVATION AND RAN THE RESEARCH TRIAL PART FOR A NUMBER OF YEARS AND WORKED FOR COLLEGES AND OTHER INSTITUTIONS REND A THE COUNTRY.
SO, LEVERAGING HIS WORK, WE WANTED TO STEP BACK AND WORK THE COLLEGE TO THINK ABOUT HOW DO WE DESIGN INNOVATION IN DALLAS? AND THEN, HOW DO WE DEFINE WHAT A HUB IS REALLY? I MEAN, THESE ARE TWO WORDS THAT ARE A MORPH AT BEST.
[00:25:04]
WE STARTED THE PROCESS WITH A SERIES OF INTERVIEWS TO HAVE A BETTER UNDERSTAND OF THE ECOSYSTEM OF INNOVATION.SOME OF THE INTERVIEW THAT WE'VE HAD, WE'VE MET WITH LEADERS IN SMALL ENTREPRENEURSHIP, AND IN STARTUP VENTURES, WE'VE MET WITH LEADERS IN SOCIAL INNOVATION, AS WELL AS INTERNAL LEADERS AT DC TO DEVELOP THE IDEA OF THE ECOSYSTEM.
AND WHEN WE THINK ABOUT THIS ECOSYSTEM, WE TAKE A STEP BACK AND PLACE WHERE IS DALLAS COLLEGE A HUB, AND REALLY, WHERE IS DALLAS COLLEGE PART OF THE SPOKE CONNECTING TO THE BROADER ECOSYSTEM.
IT'S NOT JUST A ONE-SIZE-FITS-ALL.
AND THAT'S WHAT WE QUICKLY FOUND OUT IS THAT THERE'S NO ONE CENTER OF GRAVITY FOR INNOVATION.
AND A LOT OF PLAYERS KNOW EACH OTHER, BUT THEY'RE ALL PLAYING FOR DIFFERENT PIECES OF THE PIE.
AND SO, WHAT IS THE COLLEGE'S ROLE IN THAT? AND SO, I MEAN, OBVIOUSLY, WHEN YOU THINK ABOUT EVERYTHING THAT'S HAPPENED, RIGHT, LIKE, UNDERSTANDING THE COLLEGE'S ROLE ABOUT SMALL BUSINESS DEVELOPMENT.
THAT'S A CLEAR LEADER IN THAT CAPACITY.
UNDERSTANDING ALL OF YOUR EFFORTS AROUND MERGING FIELDS AND INNOVATION WORKFORCE DEVELOPMENT.
YOU'RE A LEADER IN THAT CAPACITY.
LIKE WORKING WITH JOHN AND MARY, AND OTHERS, THERE'S A CLEAR EMPHASIS ON HOW TO IMPROVE PROCESSES WITHIN THE COLLEGE THAT ARE FAR AWAY ABOVE YOUR PEER SCHOOLS, SO IN TERMS OF SYSTEM INNOVATION.
THEN, AS YOU MOVE AWAY, RIGHT? HOW DOES THE COLLEGE PLAY AT SOCIAL REMEMBER INNOVATION OR IN THE TECH OPPORTUNITIES OR REVENUE GENERATIONS, HOW DOES THE COLLEGE PLAY IN SPARKING UP INCOME IN ENTREPRENEURSHIP.
SO, OUT OF THOSE CONVERSATIONS, RIGHT, WE HAD SOME KEY TAKE AWAYS, THEMES, AND THESE ARE NOT RECOMMENDATIONS.
THESE ARE REALLY JUST THE BEGINNING OF WHAT WE WANT TO TRY TO BUILD ON.
WE WANT TO CONTINUE OUR WORK AND HAVING MORE CONVERSATIONS, BUT, REALLY FOCUSSING IN WITH THE DALLAS COLLEGE TEAM TO UNDERSTAND HOW TOP LEVERAGE RESOURCES FROM A PHYSICAL STAND POINT, AND FROM A HUMAN CAPITAL STANDPOINT.
YOU KNOW, IF WE WANT TO USE THE PPPS, IT'S PLACE, PROGRAMMING, AND PEOPLE, AND HOW THEY FIT TOGETHER WITHIN THE CONTEXT OF INNOVATION.
SOME OF THE BROADER THINGS THAT WE HEARD IS DALLAS COLLEGE NEEDS TO CONTINUE TO EXPAND PARTNERSHIPS WITH LOCAL EMPLOYERS.
YOU'VE DONE SUCH A FANTASTIC JOB OF BUILDING UPON THAT.
BUT, AT THE END OF THE DAY, IT'S ABOUT WHAT WE DO, CREATE EMPLOYMENT OPPORTUNITIES WITH ROBUST WAGES FOR ALL OF YOUR STUDENTS.
SO, CONTINUING TO EXPAND YOUR PARTNERSHIPS.
WE ALSO HEARD CONSISTENT VOICES TALKING ABOUT THE OPPORTUNITY TO SUPPORT SMALL AND MICRO BUSINESSES.
AND UNDERSTANDING THE DIFFERENCE BETWEEN SMALL BUSINESS ENTREPRENEURSHIP, AND, SMALL BUSINESS VENTURES.
RIGHT? ONE BEING SCALEABLE, AND ONE BEING MORE ABOUT THAT INDIVIDUAL ENTREPRENEUR.
AND THEY'RE VERY DIFFERENT ECOSYSTEM AROUND INNOVATION.
AND SO, HOW DALLAS COLLEGE CAN SUPPORT BOTH.
LEVERAGING THE LIC, AN INCREDIBLE RESOURCE, YOU HAVE SOME OF THE BEST REGION LABOR AND INDUSTRY DATA OUT THERE, WHAT CAN WE DO TO LEVERAGE THAT LABOR DATA, AND THEN ON TOP OF THAT, THE DATA THAT YOU COULD GATHER ARE INTERNALLY FROM YOUR OWN STUDENTS, RIGHT? YOU HAVE THE LIVED EXPERIENCE OF YOUR OWN STUDENTS TO DEVELOP SOLUTIONS ABOUT SOCIAL LIMITATION, AND THERE'S AN ENORMOUS CAPACITY AND OPPORTUNITY, I BELIEVE, AROUND THAT.
I THINK THAT THERE IS OPPORTUNITY FOR CAPTURING PROPERTY, I DON'T SEE IT AS THE GUIDING FORCE FOR DALLAS COLLEGE.
BUT, DALLAS COLLEGE NEEDS TO BE SMART ABOUT CREATING A VEHICLE THAT ALLOWS IT TO COP SURE REVENUE FROM OPPORTUNITIES, WHETHER THEY'RE SMALL BUSINESS, AND/OR TECH OPPORTUNITIES.
AND THE LAST, THE LAST IS THE OBVIOUS, RIGHT? WHAT DOES IT MEAN FOR DALLAS COLLEGE IN TERMS OF A PHYSICAL PRESENCE AROUND INNOVATION? RIGHT? DOES DALLAS COLLEGE NEED TO TAKE THE LEAD IN THAT CAPACITY, OR IS IT MORE ABOUT HUMAN CAPACITY? RIGHT? IS THE INNOVATION HUB A PERSON?
[00:30:03]
A GROUP WITHIN DALLAS COLLEGE? OR IS IT A PHYSICAL PLACE.IS IT A WAY TO LEVERAGE PARTNERSHIPS LIKE YOU'RE ALREADY DOING WITH PEGASUS PARK, WHERE YOU'RE TAKING ONE INNOVATION HUB AND CO--LOCATING AND BUILDING OFF OPPORTUNITIES.
IT'S THAT LARGE LAST QUESTION IS REALLY WHERE WE'RE FOCUSSING OUR EFFORTS COMING OUT OF THIS EXERCISE, TO START TO KNOW DEVELOP THAT STRATEGY FOR YOU GOING FORWARD.
IT'S CLEAR THAT FROM ALL DISCUSSIONS, RIGHT, EVERY SINGLE PERSON WE TALKED ABOUT SAID DALLAS COLLEGE HAS A ROLE IN INNOVATION HERE IN DALLAS, OVERALL.
BUT, DALLAS COLLEGE ALSO IS THE GREATEST CONNECTER AMONG ALL GROUPS AND SHOULD REALLY LEVERAGE THAT.
THE OPPORTUNITY TO CONVENE AND COLLABORATE, I THINK ARE IMPORTANT THINGS TO REALLY BUILD UPON.
SO, THAT'S WHAT WE'RE REALLY EXCITED TO START TALKING ABOUT IN THE NEXT STEPS.
>> AND I'LL CLOSE OUT BY SAYING, LOOKING FORWARD TO A DISCUSSION WITH YOU ALL.
WE THINK THERE'S GOING TO BE SOME IMPORTANT WORK TO DO AS WE BEGIN MOVING FORWARD WITH THIS DECISION-MAKING FRAMEWORK AND ACTING ON THESE OPPORTUNITIES.
REALLY WANT TO EMPHASIZE THAT IN ORDER FOR THIS PROCESS TO BE REALLY USEFUL AND ENDURING, THERE ARE SOME REQUIREMENTS.
FIRST OF ALL, AS LISA ALLUDED TO, YOU'RE GOING TO NEED TO HAVE DATA READILY AVAILABLE, ACCURATE, AND CURRENT.
SO, I KNOW THERE'S SOME REALLY IMPORTANT WORK TO DO IN THE NEAR FUTURE.
YOU'RE GOING TO NEED TO BE ABLE TO CONTINUE TO REVISE THE FRAMEWORK AND ADAPTING IT WITH NEW CIRCUMSTANCES IN THE ORGANIZATION.
YOU NEED TO COMPLETE SOME RIGHT AWAY, I THINK, REALLY GET DOCUMENTED YOUR CURRENT USE OF SPACE ACROSS ALL OF YOUR LOCATIONS.
SO, WHO IS WHERE, AND HOW WELL IS THAT SPACE BEING USED, SO, WE NEED THAT BASELINE IN ORDER TO BE ABLE TO EVALUATE WHETHER YOU HAVE SURPLUSES AND DEFICITS AND WHEN CONSIDERING NEW OPPORTUNITIES, WELL, WHETHER YOU NEED THAT NEW SPACE.
THE CHANCELLOR REFERENCED THE EDUCATION PLAN.
WE NEED TO TAKE A LOOK AT THAT AND LOOK AT WHAT IS THE NEXT STEP IN IMPLEMENTING THAT PLAN.
NOW, WITH THE STRUCTURE, THAT'S PROBABLY A CONVERSATION ABOUT WHERE YOUR PROGRAMS ARE LOCATED, HOW ARE THEY DISTRIBUTED AND CONCENTRATED, AND WILL THERE BE SIGNATURE PROGRAMS AT EACH LOCATION GOING FORWARD.
SO, A LOT OF RICH DISCUSSION TO HAVE AROUND YOUR EDUCATION PLAN, OF COURSE.
YOU'LL NEED TO UPDATE AND CONSOLIDATE THE CAMPUS MASTER PLAN.
SO, EACH OF THE COLLEGE LOCATIONS HAS A TERRIFIC, VERY WELL THOUGHT OUT CAMPUS PLAN RIGHT NOW.
HOW DO WE MAKE SURE THOSE ARE ALL SINGING TOGETHER NOW WITHIN THE NEW RESTRUCTURES? AND LASTLY, UM, WE THINK THAT YOU NEED TO DO ANALYSIS AROUND POTENTIAL STRATEGIES FOR REVENUE GENERATION AND UNDERSTAND THAT THEY'RE VIABILITY SOONER RATHER THAN LATER.
THOSE ARE REALLY KEY NEAR-TERM PRIORITIES.
AND IN TERMS OF NEXT STEPS, WE'RE WORKING WITH LEADERSHIP TO FINAL ACE THE FRAMEWORK, TO FINALIZE OUR RECOMMENDATIONS AROUND THE INNOVATION STRATEGY.
TO, BEGIN UPDATING AND CREATING SOME OF THESE POLICIES AND GUIDELINES THAT WE TALKED ABOUT.
AND TO REALLY, TRIAGE, AS LISA DESCRIBED, SOME OF THE IMMEDIATE DECISIONS WHICH NEED TO BE MADE OVER SAY, THE NEXT SIX MONTHS.
WE WILL GET SOME OF THESE OTHER INITIATIVES THAT I DESCRIBED AS WELL TO REALLY CREATE THE FOUNDATIONS FOR REALLY IMPLEMENTING THIS WORK.
AND, UM, LOOKING FORWARD TO NEXT STEPS.
ANYTHING WE CAN ANSWER FOR YOU? CLARIFY?
>> IN TERMS OF THE FRAMEWORK, THIS SLIDE 18, WHAT IS THE TIME PERIOD FOR US TO STAY CUTTING EDGE, I DON'T KNOW IF THEY'RE THERE YET, AND AGAIN, NOT GET STALE, WHAT IS THE TIMEFRAME FOR THE ANALYSIS AND HOW OFTEN SHOULD THAT BE DONE? WHAT IS THE RECOMMENDATION, FOR BEST PRACTICE?
>> SO, WE HAVEN'T COME UP WITH A RECOMMENDATION FOR THAT YET, BUT, THAT IS SOMETHING THAT NEEDS TO BE COMPLETED AND THEN WE NEED TO ESTABLISH A REGULAR CYCLE OF THAT, AND THAT COULD BE EVERY OTHER YEAR, IT COULD BE EVERY FIVE YEARS, IT COULD BE EVERY YEAR.
IT DEPENDS UPON WHO ARE THE PEOPLE IN CHARGE OF THAT, AND HOW, WHAT'S THE TIME AVAILABILITY THEY HAVE TO REVIEW IT.
IT COULD BE ON AN ANNUAL BASIS.
I WOULDN'T SUGGEST EVERY YEARS, THAT'S A LOT OF TIME TO GO BY, AND BECAUSE YOUR NIMBLE, YOU'RE ADAPTING THINGS QUICKLY.
I WOULD SUGGEST EVERY OTHER YEAR, BUT WE'RE NOT AT THAT STAGE YET.
[00:35:05]
>> BUT THAT'S PART OF WHAT YOU WILL RECOMMEND ON HOW OFTEN THESE THINGS SHOULD BE LOOKED AT?
>> I THINK THERE ARE IMMEDIATE THINGS, TRUSTEE FLORES TO LOOK AT, BUT, WE'LL PROBABLY FIND IN THIS EXAMPLE, HE WILL CENTRO, WHAT ARE WE USING, WHAT'S GOING ON THERE, WHAT ARE WE DOING AT THE COMMUNITY CAMPUSES.
THERE ARE AREAS WE'LL PROBABLY LOOK AT FIRST, BECAUSE, I DON'T THINK THAT WE COULD GET TO EVERYTHING WITHIN A REASONABLE TIME PERIOD, SO, THAT'S WHAT THEY'RE GOING TO HELP US TRY TO PRIORITIZE, IF YOU WILL, IN MOVING THROUGH THIS IS WHERE SHOULD OUR PRIORITIES LIE.
WHEN I FIRST CAME AWARE OF THIS, I GOT EXCITED ABOUT THE OPPORTUNITY TO REVISIT.
AND ONE OF THE THINGS THAT WAS, AT LEAST, IT WAS THAT THE ENVISION TO LOOKING AT WHAT WE'RE BUILDING ON AND HOW WE UTILIZE SPACE IS WHAT DOES EDUCATION LOOK LIKE IN THE FUTURE, IT'S WHAT DOES THAT BLANK SLATE LOOK LIKE IN TERMS OF THE FUTURE OF EDUCATION, WHERE DOES THAT FIT IN?
>> WELL, I THINK IT'S WOVEN ALL THE WAY THROUGH.
I THINK AS WE ARE TALKING TOGETHER ABOUT OPPORTUNITIES, THAT THE DALLAS COLLEGE MIGHT WANT TO MOVE INTO, WE NEED TO DO THAT WITHIN THE CONTEXT OF WHAT ARE THE BEST PRACTICES, WHERE DO WE WANT TO GO, AND HOW ARE WE AHEAD OF THE CURVE AND NOT REACTING OR FOLLOWING.
>> IT'S TOUGH, BECAUSE WE HAVE SUCH A HUGE INVESTMENT IN INFRASTRUCTURE RIGHT NOW, SO, THE SLATE IS NOT PRACTICAL, BUT, IN TERMS OF WHAT WE DO NEXT AND HOW WE MODIFY OUR WERE TRAJECTORY OF OUR FACILITIES.
>> THERE WAS A PURPOSESFUL REASON FOR PUTTING THE INVINTY SIGN IN ONE OF THE EARLIER SLIDES BECAUSE OF THE WAY WE THINK ABOUT THE FRAMEWORK AND POLICIES, THE TWO REALLY ARE GOING TO CONTINUALLY BUILD UPON EACH OTHER, RIGHT? WE CAN'T JUST ESTABLISH THE FRAMEWORK AND PUT IT OVER HERE AND ASSUME IT'S GOING TO ANSWER EVERY QUESTION, BECAUSE THE POLICIES OVER TIME, IT WILL INFORM THE POLICIES, BUT THEN, THE POLICIES INFORM THE QUESTIONS WE WANT TO ASK.
WE WILL SPEND A LOT OF TIME ON WHAT I CALL OUR PRE-WORK, BUILDING THESE MODULES AND THINKING ABOUT ALL OF THE DIFFERENT LENSES.
BECAUSE, IF WE LOOK AT ANY ONE PROPOSITION AROUND EDUCATION, INNOVATION, WE'RE GOING TO BE BOUND TO MAKE A MISTAKE.
BUT, THE MORE THAT WE THINK HOLISTICALLY, EQUITY, EDUCATION, SOCIAL ISSUES, EVERYTHING, CAPITAL INVESTMENTS.
THE FEWER MISTAKES WE'RE GOING TO MAKE GOING FORWARD.
SO, IT IS, I THINK THAT THE PROCESS OF DISCOVERY, NOW THAT WE HAVE THE EARLY STEPS PUT TOGETHER, THAT PROCESS OF DISCOVERY WILL BE MUCH MORE STREAMLINED.
AND, IT'S TOUGH TO SEE THE FUTURE, IT REALLY IS, BUT, IF ANYTHING THE PANDEMIC TAUGHT US IS THAT WE NEED TO, TO THE EXTENT THAT WE CAN.
AND I LIKE THE PROCESS OF BUILDING ON IT THE INFINITY, THANK YOU.
>> (INAUDIBLE) >> THIS COMPANY HAS BEEN HIRED TO TAKE ALL OF OUR MASTER PLANS THAT HAVE BEEN PREPARED AND TO PUT THEM INTO ONE HUGE PLAN?
>> THAT'S A FUTURE THING THAT WE WILL NEED TO DO.
THIS SLIDE IS ABOUT WHAT WE'RE LOOKING AT AND WHAT WE NEED TO DO.
THERE ARE THINGS, UPDATE THE EDUCATION PLAN, CREATE THE SPACE UTILIZATION.
AND LOOK AT OUR EDUCATION PROGRAMS THAT WE HAVE EVERYWHERE.
LASTLY, ON THAT IS TAKING THE MASTER PLANS THAT WE'VE ALREADY DONE, BUT, WE'VE GOT TO HAVE THESE OTHER THINGS DONE FIRST.
BEFORE WE REALLY EVEN TALK ABOUT HOW DO WE PULL ALL OF THESE MASTER PLANS TOGETHER.
IF WE DON'T DO -- >> (INDISCERNIBLE) >> BUT, WE'RE GOING TO BUILD UPON WHAT WE'VE DONE.
WE SPENT THAT MONEY FIVE YEARS AGO, THERE ARE PARTS OF IT THAT ARE PROBABLY REALLY GOOD AND PARTS THAT PROBABLY JUST REALLY NEED TO BE XED OFF.
I DON'T KNOW THE ANSWER TO THAT QUESTION.
>> BACK IN THE DAYS, WHEN WE HAD SEVEN PRESIDENT AND SEVEN COLLEGES, WE HAD
[00:40:01]
SEVEN ARCHITECTS.>> I APOLOGIZE FOR MY FRIENDS IN THE CORNER THERE, I DIDN'T MEAN IT THAT WAY.
>> (INDISCERNIBLE) >> YOU ARE SO ASTUTE IN CATCHING ME.
BUT, WHAT WE DO NEED TO DO IS THERE WAS GOOD WORK AND THOUGHT THAT WENT INTO A LOT OF THAT, THAT WE NEED FOR NOW BUILD UPON UNDER THE NEW ORGANIZATION AND THE NEW STRUCTURE THAT MAY PROVE OUT THAT WE'VE GOT EVERYTHING RIGHT.
IT MAY PROVE OUT THAT WE HAVE OTHER THINGS TO LOOK AT.
THE BIG THING IS WHERE TRUSTEE MAYER WAS GOING, IS THAT I OWN THE FUTURE.
BACK WHEN WE DID THIS FIVE YEARS AGO, WE PICKED OUT OUT OF $2 BILLION WORTH OF POTENTIAL PROJECTS, WE PICKED $1 BILLION, IS THAT STILL RIGHT? WHAT SHOULD WE DO? WE MAY FIND OUT AS THINGS CHANGE, MY FAVORITE STATEMENT IN ALL OF THIS IS GROUNDED IN TODAY WITH AN EYE ON THE FUTURE.
WE HAVE TO MAKE DECISIONS WITH WHAT WE KNOW TODAY BECAUSE WE DON'T KNOW WHAT'S GOING TO HAPPEN TOMORROW, BUT WE BETTER BE FLEXIBLE TO BE ABLE TO REACT TO THOSE THINGS TOMORROW.
SO, THEY'RE NOT JUST GOING TO LOOK AT, THEY'RE CHARGE WAS TO HELP US BUILD THIS DECISION MAKING FRAMEWORK THAT WE WILL PUT PROJECTS THROUGH AND WE WILL LOOK AT WHAT WE'VE GOT THIS OTHER WORK THAT'S STILL HAS YET TO BE DONE THAT WE HAVEN'T NEGOTIATED YET.
>> SO, I WOULD SAY, LIKE, WITH ALL OF YOUR MASTER PLANS THAT YOU'VE DONE, WE PUT THROUGH THIS LENS TO PRIORITIZE EACH OF THOSE CAMPUSES, NOT TO THROW THEM OUT BUT TO TEST THEM AGAINST FLEXIBILITY.
THE CAMPUS NOT ONLY NEEDS FLEXIBILITY FOR THE OCCASION OF MOVEMENT, BUT ALSO THE INDIVIDUAL BUILDINGS WITHIN THEM.
ARE YOU CREATING ENOUGH FLEXIBILITY IN THERE SO AS PROGRAMS AND TECHNOLOGIES CHANGE, THAT MOVES FORWARD.
THE LAST THING WE WANT TO DO IS MAKE A BILLION DOLLARS INVESTMENT AND HAVING TO REWORK IT FIVE YEARS FROM NOW.
SO, EVERY CAMPUS THAT WE WORK THROUGH IS GOING THROUGH KIND OF THE SAME THING, IT'S LIKE, HOW TO WE SPEND OUR $200 MILLION, WHAT'S THE BEST VALUE, BEST USE?
>> SO, ARE YOU SAYING THAT, THESE ARE THE THINGS THAT YOU IDENTIFIED THAT WOULD INCREASE THE IT SCOPE OF THE WORK THAT YOU WERE INITIALLY DOING?
THAT THE COLLEGE NEEDS TO UNDERTAKE, IT'S SORT OF WHAT'S BECOME CLEAR AS THE FOUNDATIONAL WORK THAT NEEDS TO HAPPEN NEXT IN ORDER FOR YOU TO ACT IN THE RATIONAL MATTER ON THE MONEY NARP INITIATIVES HERE.
>> SO, WE NEED TO DO THESE THINGS TO GET TO THE FINAL OUTCOME.
>> THE OTHER THINGS AT WHEN LOOKING AT STRATEGIC PLANNING AND WHEN YOU HAD 7 ENTITIES, THE VALUE OF A PARTICULAR ACTIVITY OR STRUCTURE CARRIED A MUCH STRONGER WEIGHT THAN IT DOES WHEN YOU ARE COLLECTIVELY DELIVERING A COLLECTIVE PRODUCT THAT DALLAS COLLEGE HAS TODAY.
SO, WHAT MIGHT HAVE BEEN A VERY VALUABLE ASSET IN ONE LOCATION, LOSES WEIGHT ON WHETHER IT NEEDS TO BE REMODELED OR DEMOLISHED OR WHATEVER.
THAT'S THE REAL ESTATE PLAY, SO, IT JUST SAYS THAT WHEN YOU HAVE A CONSOLIDATED VISION AND MISSION, WHAT Y'ALL DID TWO YEARS AGO, IT CHANGES THE CONTRIBUTION OF ANY ASSET THAT YOU HAVE.
AND THAT'S WHAT THIS EXERCISE DOES.
UM, THE COMMUNITY CAMPUSES THAT WE'VE GOT FOR THE PURPOSE OF THIS, PIECE, WILL THEY STILL BE TETHERED TO, YOU SAID, SEVEN LOCATIONS, IS WHAT WE GOT, YEAH, WILL THEY BE SEPARATELY?
>> YEAH, THEY WON'T NECESSARILY FIT INTO.
>> THAT WON'T NECESSARILY BE TETHERED TO A QUOTE" MAIN" CAMPUS.
THAT'S WHAT THEY OFFERED BEFORE COULD BE NARROWLY TIED TO WHAT'S OFFERED NOW TO LOOK AT THE PROGRAMMING AND THE OFFERINGS OF THOSE CAMPUS HOLISTICALLY NOW.
THEY WILL FIT INTO THE WHOLE, BUT NOT TETHERED TO, YOU KNOW, WHERE THEY WERE
[00:45:06]
BEFORE.>> I'VE GOT SEVERAL QUESTIONS.
>> SO, YOU KNOW, THESE FLAGS THEY WERE PUT TOGETHER, I CAN'T REMEMBER BECAUSE I WASN'T WRITING AT THAT TIME, ARE YOU LOOKING TOE EDUCATIONAL PROGRAMS, I KNOW WORKFORCE IS THERE, BUT ACADEMIC ALSO?
>> WHAT EXPERTISE DO YOU HAVE TO EVALUATE ACADEMIC PROGRAMMING?
>> THIS IS SOMETHING THAT WE HAD FACILITATE A DIALOG HERE AT THE COLLEGE ABOUT THE DIRECTION FOR THE ACADEMIC PROGRAMS AND WHAT WE WOULD FOCUS ON IS THE PHYSICAL PIECE OF THAT.
THE WHERE OF THOSE PROGRAMS, AND HOW THEY'RE DISTRIBUTED, AND HOW THEY MAY BE CONCENTRATED.
HOW PARTICULAR CAMPUSES MAY BE IDENTIFIED AS HOUSING SIGNATURE PROGRAMS. WHAT IS THE IDENTITY OF EACH LOCATION, WE'RE NOT GOING TO TELL YOU WHAT ACADEMIC PROGRAMS TO RUN.
THEN, THE SAME THING GOES FOR WORKFORCE DEVELOPMENT, YOU'RE NOT GOING TO TELL US THESE ARE THE HOT TEST THINGS COMING DOWN THE PIPE TWO YEARS FROM NOW WHENEVER YOU NEED TO DEVELOP PROGRAMMING AROUND IT?
>> ON THE OTHER HAND THE INNOVATION AROUND THE COUNTRY MAY GIVE US INSIGHT TO SOMETHING THAT WE DO NOT KNOW ABOUT HERE, BUT, THEY WOULDN'T BE DICTATING, THEY WOULD BE CONTRIBUTING, COLLABORATING IS A BETTER WORD.
>> AND THEN ON THE INNOVATION HUB, BECAUSE THERE ARE DIFFERENT INNOVATION CENTERS IN THE CITY OF DALLAS AND IN NORTH TEXAS.
WILL YOU DO AN ANALYSIS OF PARTICIPATION OF PEOPLE OF COLOR, UNDERREPRESENTED, UNDERSERVED COMMUNITIES AND BUSINESS PEOPLE?
>> WE'VE ALSO HAD CONVERSATIONS ABOUT THAT AS PART OF OUR INTERVIEW.
OBVIOUSLY YOU SEE THE WORK THAT'S BEING DONE WITH FOCUS ON PEOPLE OF COLOR ENTREPRENEURSHIP.
I THINK, WHEN WE'RE TALKING AROUND SOCIAL INNOVATION, CULTURAL INNOVATION, I THINK THAT THOSE DEFINITELY NEED TO BE BROADEN.
>> BUT, YOU'RE GOING TO HAVE NUMBERS? YOU KNOW, THIS ONE DOES GOOD IN TERMS OF HAVING EQUITABLE DIVERSE MIX?
>> WE'VE BEEN BUILDING A MAP, SO TO SAY, AROUND THAT ECOSYSTEM TO UNDERSTAND THE STRENGTHS, AND WEAKNESSES OF EACH PLAYER.
AND HEN HOW DALLAS COLLEGE PLAYS.
>> AND THE REASON I'M SAYING THAT, IS BECAUSE IN WHAT I DO TO EARN MY LIVING, I'M NOT AWARE OF MANY MINORITY BUSINESS ENTREPRENEURS THAT TAKE ADVANTAGE OF AN INNOVATION CENTER.
AND, I THINK THAT WOULD BE IMPORTANT FOR US TO KNOW SO, WHEN YOU'RE DOING YOUR EVALUATION OF THE INNOVATION CENTERS, AND REALLY ANYTHING, I HOPE THAT YOU WOULD LOOK AT IT THROUGH THE EQUITY LENS AND NOT JUST THE MAINSTREAM LENS.
>> GOING BACK TO YOUR SLIDE ON FRAMEWORK, NUMBER ONE, WHAT'S THE PROCESS BY WHICH YOU IDENTIFY THE PROPOSITIONS TO START THE WHOLE PROCESS.
>> HOW DO YOU IDENTIFY WHAT THE PROPOSITIONS ARE?
>> SO, FOR US, WE'RE IDENTIFYING PROPOSITIONS, YOU ALL ARE IDENTIFYING THE PROPOSITIONS.
AND I WANT TO SAY, YOU KNOW, CLARIFY, WE ORIGINALLY STARTED WITH THIS WITH THE IDEA OF STRATEGIC REAL ESTATE PLAN, YOU NOTICED WE DROPPED THE REAL ESTATE.
BECAUSE WE'RE FINDING OUT IT MEANS INNOVATION, PROGRAMS, STUDENT SUCCESS, THAT HOLISTIC VIEW OF LOOKING AT THINGS, AND THAT WAS ONE OF THE THINGS THAT PAGE AND HR & A BROUGHT UP, LIKE, WAIT A MINUTE, LET'S START TO TALK ABOUT HOW THIS IS REALLY GOING TO WORK WITHIN THE STRUCTURE OF EVERYTHING THAT WE'RE TRYING TO DO.
THE PROPOSALS CAN COME FROM ANYBODY AT THE BOARD EXCEPT FOR TRUSTEE BOYD WHO HAS ALREADY GIVEN US 20.
>> IT'S SOMETHING THAT COMES FROM THE COMMUNITY, A POINT WAS BROUGHT UP IN LEADERSHIP THE OTHER DAY ABOUT WHAT WE'RE GOING TO DO WITH CHILDCARE CENTERS,
[00:50:01]
AND HOW TO DEAL WITH DROP-OFFS, AND THAT'S THE BIGGEST THING THAT I HAVE ASKED FOR HELP IT'S TRIAGING.WE GOT TO TAKE SEVERAL THINGS THAT WE'RE TRYING DO RIGHT NOW, PUT THEM THROUGH THIS MODEL AND SEE WHAT WORKS, SEE WHAT DOESN'T, ADJUST THE MODEL, ADJUST THE QUESTIONS.
WE'RE NOW TO THE POINT, IN FACT, WE DO IT THIS WEEK, FRIDAY, I THINK.
WE'RE GOING TO BE TESTING IT WITH SOME THINGS THAT, UM, MIGHT BE TRUE, LIVE CASES AND WE COULD SEE WHAT WE'RE ACTUALLY GETTING THROUGH AND THEN BE ABLE TO DEVELOP THIS MODEL, AND IT WILL NEVER BE AN EASY-TO-USE, BECAUSE YOU'VE GOT TO THINK THROUGH THIS STUFF.
A PROPOSER WOULD HAVE TO THINK TO WHAT THEY'RE TRYING TO DO, IT'S NOT JUST THE FLAVOR OF THE WEEK, SO WE'RE GOING TO DO IT.
>> WELL, AND THAT'S WHY I THINK -- AND I HEARD, CONSISTENTLY THROUGH THIS, IS THE IMPACT OF DATA.
>> AND, I THINK WE NEED TO POSITION TO PROVIDE, (INDISCERNIBLE) >> THERE ARE WAYS IN THIS, AND THAT'S WHAT I WAS REALLY HAPPY WITH, IF IT'S THE BEST THING SINCE SLICED BREAD, WE'RE NOT GOING TO DELAY IT SIX MONTHS TO DO SOMETHING ABOUT IT, ESPECIALLY IF IT'S A LOW-RISK, WITH A HIGH-IMPACT, AND IT'S GOT TO MOVE NOW.
WE HAVE A WAY NOT TO HAVE TO ANSWER ANY OR QUESTIONS AND WE'RE GOING TO SLIDE IT THROUGH.
THE FLEXIBILITY AND THE EVALUATION IS MOST CRITICAL.
AND DEFINING THE PROBLEM AS PART OF THAT IS ABSOLUTELY THE MOST CRITICAL.
BECAUSE, I THINK THAT'S WHAT A LOT OF OUR WORK HAS BEEN AROUND IS HELPING TO START TO CREATE A CULTURE AROUND HOW TO ASK THE RIGHT QUESTIONS FOR DALLAS COLLEGE.
>> WELL, I THINK THAT'S A BETTER WAY TO PHRASE WHAT I WAS GETTING IS, A HELP US, TO FRAME IT.
BECAUSE IT'S NOT JUST, WHERE YOU LIVE, IT'S HOW IT FITS INTO THE WHOLE PICTURE, SO, WHERE IS IT SUPPORTED AND HOW DOES IT WORK.
WE REALLY LOOK AT IT AS A TOOL OF EMPOWERMENT.
RIGHT? BY CREATING THIS LEVEL PLAYING FIELD AROUND THE DECISION MAKING, NOW WE CAN EMPOWER EVERYONE WITHIN THE ORGANIZATION.
>> IT TAKES A LOT OF THE EMOTION OUT AND PUTS THE DISCIPLINE IN SO THAT WE'RE USING DATA, FACTS, REAL-WORLD PLANS.
>> (INDISCERNIBLE) >> IN STEAD OF WHAT WE WANT TO TEACH THEM.
>> ONE OF THE THINGS THAT THE COLLEGE DISTRICT HAS A REPUTATION FOR, THIS BEING THE FIRST OF THE MOST INNOVATIVE, UM, AND, I WOULD LIKE TO SEE SOME PROPOSALS, AND I WOULD ALSO, WHILE GOING THROUGH THIS EXERCISE, IF YOU ALL CAN IDENTIFY SOME TYPE OF PROGRAMMING, PARTNERSHIP, COMMUNITY ENGAGEMENT OR WHATEVER FROM AROUND THE COUNTRY THAT BASICALLY IS INCLUSIVE OF A DIVERSE COMMUNITY, NOT ONLY COMMUNITY ORGANIZATIONS, BUT, NWB BUSINESSES, AND SO FORTH.
AND HOW THEY CAN ALL BE BROUGHT TOGETHER IN TERMS OF WHATEVER FRAMEWORK YOU'RE PUTTING INTO PLACE.
I WOULD BE INTERESTED TO KNOW WHERE THERE MAY BE SOMETHING ELSE INNOVATIVE GOING ON AND BRINGS ALL OF THOSE INTERESTS TOGETHER AND WORK IN HARMONY.
>> THAT WAS ONE OF THE THINGS THAT IMPRESSED US WITH THIS GROUP IS THEIR BROAD-BASED EXPERIENCE OF SEEING THINGS IN A LIFETIME, THAT INDIVIDUALLY WE COULD NOT SEE.
THEY BROUGHT THAT TOGETHER AND THE TEAM THEY HAVE.
THERE'S SOME YOUNG KIDS ON THERE, I CALL THEM GEEKS, PARTLY BECAUSE THEY'RE BRILLIANT YOUNG MEN AND WOMEN.
AND, THEY'VE GOT SOME PEOPLE THAT HAVE THIS BROAD-BASED EXPERIENCE, BUT, WITH CREATIVE THINKERS IN THESE YOUNGER PEOPLE THAT QUITE, FRANKLY, WILL HELP US, I THINK, IN MANY CASES, UNDERSTAND WHAT OUR STUDENTS AND OTHERS THINK.
>> I THINK IF WE COULD COME UP WITH SOMETHING LIKE THAT, THAT IT WILL WOULD HELP DRAW STUDENTS TO US.
BECAUSE, THEY WOULD WANT TO BE A PART.
THE ONLY COMMENT, THE WORD INNOVATION IS BEING USED.
AND I'M STARTING TO WORRY ABOUT EXPERIENCE.
[00:55:02]
SO, I WAS GLAD TO SEE YOU BRING IN THE CONCEPT, BECAUSE JUST THERE'S A NEW PRODUCT OR IDEA, OR WHATEVER, I DON'T LIKE HOW WE SEEM TO RUSH TO INNOVATION, BECAUSE INNOVATION IS WONDERFUL, WELL, WAIT A MINUTE, I THINK THAT WE NEED TO COMBINE THAT WITH THE EXPERIENCE SO NOT ONLY PROBLEMS WITH WHAT WE'RE HEARING, AS LONG AS WE REMEMBER THAT THESE OLDER PEOPLE HAVE ALL OF THIS EXPERIENCE AND IF WE COULD USE THAT WITH THE NEW IDEAS.>> I DIDN'T GET IN AS MUCH TROUBLE AS SOME OF YOU USING IT, I SAID, WELL, WAIT A MINUTE, LET'S GET THROUGH THE YEAR FIRST.
DIDN'T TELL ANYBODY (INDISCERNIBLE) >> SO, WE HAVE A GOOD EXAMPLE HERE AT DALLAS COLLEGE OF INTERGOVERNMENTAL OR INSTITUTIONAL COLLABORATION WHICH IS DALLAS COLLEGE, DALLAS ISD, AND UNT DALLAS ON THE DALLAS PROMISE ON MAKING EITHER A CERTIFICATE, TWO-YEAR, OR BACHELOR'S DEGREE AVAILABLE TO STUDENTS WITHOUT HAVING TO PAY TUITION.
SO, I'M CURIOUS IF IN OTHER AREAS OF THE COUNTRY THERE ARE GOOD MODELS OF ENTER DEVELOPMENTAL COLLABORATIONS THAT HAVE WORKED AND BEEN SUCCESSFUL IN INPROVING OUR DIMINISHING ROOT DUESES OF POVERTY AND EDUCATION ET CETERA.
>> I'LL TELL YOU, ONE THAT, I LEARNED AT THE LAST CONVENTION IS MARIPOSA COUNTY IN THEIR NURSING PROGRAM, A THREE-YEAR NURSING PROGRAM, THEY WORK WITH THE NURSING SCHOOL TO CUT OUT SOME OF THEIR'S AND THAT'S HOW THEY CAME UP.
PAUL, ONE OF THE MODELS THAT WE TALK ABOUT, THE NUMBER OF ADDITIONAL BACK LOGGED PROGRAMS THAT IF WE DROPPED THOSE IN THERE THAT'S GOING TO TELL YOU IS THAT A HURRY UP? IS IT A WAIT? IS IT A RIGHT NOW OR TOMORROW? WHAT IS IT? THAT'S WHAT I LIKE FOR THE FOLKS ELIGIBLE FOR FIVE, AND WE PUT ONE IN THE OVEN AND WHAT'S THE NEXT ONE.
THIS PROCESS WILL TELL US, WHETHER IT'S ARTIFICIAL INTELLIGENCE OR WHATEVER, I DON'T KNOW WHAT IT COULD BE, BUT, THAT'S WHAT I LIKE ABOUT IT.
YOU SAY, WHERE DO YOU START, WE START WITH THINGS THAT WE TALK ABOUT AROUND THE TABLE ALL THE TIME.
SO, I THINK IT'S A VERY, VERY, EXCITED TIME.
SO, MONICA, DID YOU HAVE ANY QUESTIONS?
>> HERE'S WHAT EXCITES ME ABOUT THIS, WE GET IDEAS FROM ALL DIFFERENT PLACES, WE HAVE SO MANY STAKEHOLDER, SO, THERE ARE A LOT OF PEOPLE THAT COME TO US WITH A LOT OF GREAT IDEAS AND THIS PROVIDES THE DISCIPLINE AND THE FRAMEWORK TO BE ABLE TO VET THOSE.
BECAUSE, IT CONCERNS ME SOMETIMES IS WHERE THOSE GOOD IDEAS MAY DIE ALONG THE WAY.
AND, THIS KIND OF PUTS EVERYTHING ON EQUAL FOOTING.
YOU KNOW, AS I HAD TO OUR TEAM ALL THE TIME, DON'T LET KAURNT REALITY STAND IN THE WAY OF A GOOD IDEA, SO, SOMETIMES, HISTORICALLY, THAT MAY HAVE HAPPENED LIKE, THERE'S A GREAT IDEA WITHOUT THE FUNDING FOR IT OR THE BUDGET FOR IT.
WE CAN REEMPLOY RESOURCES DIFFERENTLY AND THIS PROVIDES A WAY TO THINK ALL THE WAY THROUGH THAT FROM A-Z.
IF THERE ARE NO OTHER QUESTIONS?
>> NOW, WHERE DOES THE -- WHERE DO THE INPUT FROM THE STUDENTS COME INTO THIS?
>> WELL, THAT NEEDS TO BE INTEGRATED INTO ANY OF THESE NEXT PIECES OF WORK THAT WE DO.
FOR EXAMPLE, WHEN WE GET TO THE STAGE OF REVISITING THE CAMPUS MASTER PLANS, WE WOULD WANT TO WORK WITH YOU TO DEVELOP A VERY ROBUST ENGAGEMENT PROCESS FOR THAT.
AND THAT MAYBE US AND MAYBE IT'S SOMEONE ELSE TO HELP TO DEVELOP THOSE.
BUT, THEY NEED TO ENGAGE ALL OF THE VOICES IN THAT WORK, SO, STUDENTS, FACULTY, STAFF, COLLABORATING CLOSELY WITH YOU IN DOING THAT.
AND THAT'S SOMETHING THAT WE PRIDE OURSELVES ON.
STUDENTS IN PARTICULAR, WE NEED TO HEAR, WE NEED TO UNDERSTAND WHAT IS THE LIVED EXPERIENCE OF THE STUDENT AND WHAT IS THAT STUDENT EXPERIENCE AT DALLAS COLLEGE AND THAT NEEDS TO INFORM EVERYTHING.
AT THE END OF THE DAY, THAT'S WHAT IT'S REALLY ALL ABOUT.
SO, I'M GIVING YOU, A HIGH LEVEL ANSWER RIGHT NOW, BECAUSE, WE HAVEN'T REALLY JUMPED IN.
BUT, IT'S A MOST IMPORTANT QUESTION THAT YOU ARE ASKING.
>> AND THAT'S TAKING IT TO THE STUDENTS AS WELL.
[01:00:03]
>> DID YOU SAY TAKING IT TO THE STUDENT SNUZ >> TAKING TO THE STUDENTS, BECAUSE WE'RE LOOKING AT A BUILDING AT TEXAS TECH, FOR EXAMPLE, WE SET UP A CONFERENCE ROOM, TOLD THE STUDENTS THAT WE HAD THESE TIMES OVER THE WEEK, NOBODY SHOWED UP.
WE TOOK IT ALL OUTSIDE, BUILT, KIND OF THIS PAVILION IN THE COMMON'S AREA WHERE PEOPLE CROSS ON CAMPUS, AND ALL OF A SUDDEN, EVERYBODY WAS THERE.
SO, WE GOT STUDENT ENGAGEMENT, THEY COULDN'T BE FORCED INTO OUR SYSTEM AND HOW WE NORMALLY WORK, WE HAD TO TURN IT AROUND AROUND GO TO THEM AND WE HAD A TREMENDOUS AMOUNT OF INPUT AND FEEDBACK.
SO, WE'RE VERY ADAPTABLE TO THAT.
>> TO ME, THAT'S AN IMPORTANT VOICE.
>> WE WANT TO THANK YOU VERY MUCH FOR YOUR EFFORTS SO FAR.
AND I REALIZE THAT JOHN'S BEEN PUSH, PUSH, PUSH, BUT, THAT'S WHAT WE EXPECT, THAT WE GET IT DONE, YOU KNOW, TOMORROW'S ALREADY A DAY LATE.
I WILL TELL YOU, TOO, IT HELPS A LOT WITH THEM, THEY JUST FINISHED, WHAT, ALMOST A THREE-YEAR ENGAGEMENT?
>> YEAH, THE UNIVERSITY OF NORTH TEXAS IN DALLAS, SO, THEY'VE ALREADY HAD A LOT OF LOCAL UNDERSTANDING AND EVERYTHING.
SO, THAT WAS VERY, VERY, IMPORTANT TO LEARN THAT.
AND I SPOKE WITH BOB, AND HE GAVE Y'ALL NOTHING BUT A GLOWING REPORT, HE WAS VERY, VERY, IMPRESSED WITH HOW Y'ALL WORKED WITH THEIR STRATEGIC PLAN.
WE WILL BE EXPECT AGO LOT OUT OF THIS.
>> THIS IS ALSO, AS THEY'RE GETTING READY FOR OUR NEXT PART, THIS IS WHAT I'VE BEEN TALKING ABOUT TOO, IS THIS STRUCTURE, AS YOU SAID, YOU GOT THE STUDENTS, THIS IS IMPORTANT THAT AS TRUSTEES THAT Y'ALL FIND A WAY TO ENGAGE ON AN ONE-ON-ONE, INDIVIDUAL BASIS WITH THE STRUCTURE, IT'S SO CRITICAL THAT WE GIVE INPUT AT THE FRONT END OF THIS PROCESS, AND NOT JUST BE CRITICAL WHEN IT'S AT THE END.
>> WHAT WOULD BE THE OPPORTUNITIES?
>> THEY'RE GOING TO SET THAT UP, SO THAT, IT WILL BECOME AS ONE OF THE THINGS THAT JOHN AND MARY INSISTED ON, IS THAT WITH WE FEEL LIKE THE STRUCTURE IS BEING DESIGNED AND DEVELOPED, THAT THERE'LL BE A PLACE IN WHICH THE TRUSTEES WILL HAVE AN INPUT AND SAY SO.
SO, THAT'S THE BEST TIME IN THE WORLD TO DO THAT.
>> ON THE FOCUS OF THIS PRESENTATION, IS IT FOR THE BOARD TO SAY, YES?
>> THE BOARD HAS ALREADY RETAINED THEM.
ALL THEY WANTED TO DO WAS GIVE AN UPDATE ON THE PROGRESS WHERE WHERE THEY ARE AND WHAT THEY WERE DOING.
>> I THOUGHT THEY HAD IDENTIFIED ADDITIONAL THEMES THAT WOULD INCREASE THE SCOPE OF WHAT THEY'VE BEEN ASKED TO DO.
>> I THINK WHEN YOU WORK THE STRATEGIC MODELS LIKE THEY'RE WORKING, LIKE THEY SAID ABOUT HOW THEY EVOLVED, THEY WERE GIVEN PARAMETERS AND THEY CAME BACK AND SAID, YEAH, MORE TO THE RIGHT OR LEFT OR WHATEVER, AND THAT'S KIND OF HOW IT'S BEING DONE.
IS THAT, IT'S, IT'S, A WORK IN PROCESS A WORK IN DESIGN.
>> LET ME ASK YOU LIKE THIS, THEY IDENTIFIED THOSE (INDISCERNIBLE) AND, MY QUESTION WAS ARE YOU TALKING ABOUT INCREASING THE SCOPE OF WHAT YOU WERE ENGAGED TO DO, CORRECT? THAT IS WHAT I SAID, RIGHT? OKAY.
SO, MY QUESTION IS, DOES THAT MEAN THEY'RE LOOKING FOR ADDITIONAL COMPENSATION AND DO THEY NEED A YAY! OR A NAY FROM THE BOARD?
>> I DON'T, I DON'T, THE CHANCELLOR.
>> YOU UNDERSTAND WHAT I'M ASKING?
>> YES, MA'AM, AND AS YOU HEARD HER SAY, PART OF THAT TO BE DONE, SHE SAID, IT MIGHT BE THEM DOING IT OR SOMEONE ELSE DOING IT.
SO, AS WITH HE GET TO THAT BRIDGE, THEN, WE'LL HAVE TO CROSS IT REGARDS WHO IS THE RIGHT WHO TO FINISH IT.
>> THEY'VE GIVEN US AN EARLY LOOK OF THAT DESIGN AND PROCESS.
NORMALLY, WE'VE BEEN GETTING THAT AFTER IT'S ALL FINISHED AND BROUGHT IN AND SAID "HERE'S WHAT WAS DONE" THIS WAS AN INSIDE LOOK OF THE INTERIM OF THE PROCESS,
[01:05:04]
NOT ASKING FOR ANY DECISION, AND THEN, WHEN THEY COME BACK AND THEY'RE GOING TO SAY," WE'VE FINISHED THE PROCESS AND THIS IS HOW IT WORKS".WELL, I'M JUST ASKING, BECAUSE, I HEARD AT EVERYTHING THEY SAID AND LOOKED AT ALL OF THEIR SLIDES AND SO FORTH, I'M ASKING, WHAT DO YOU NEED FROM ME, AND DO I NEED TO SIT DOWN AND SERIOUSLY READ THIS AGAIN AND GET INTO A LITTLE MORE IN DEPTH AND THINK ABOUT IT, BECAUSE I'M GOING TO BE ASKED, OKAY, DO WE MOVE FURTHER AND EXPAND ALL OF THIS AND IT'S GOING TO CAST COST ME? I'M TRYING TO FIGURE OUT WHAT I NEED TO REMEMBER AND WORRY ABOUT.
>> I WOULD HOPE THAT YOU WOULD MAKE EVERY EFFORT TO ABSORB AND UNDERSTAND EVERYTHING THEY SAID TO US SO FAR.
AND WHEN THEY COME BACK AND SAY "WE'RE FINISHED" AND THEN JOHN AND STAFF OR WHATEVER WILL RECOMMEND THROUGH THE CHANCELLOR THE NEXT STAGE.
THE ANSWER TO YOUR QUESTION IS THAT I, AS CHAIRMAN, I DON'T HAVE ANY MOTION OR ASK FOR ANY SUPPORT OTHER THAN JUST DIG INTO AND UNDERSTAND IT, IF YOU'VE GOT ISSUES WITH IT, GET WITH JOHN, ASK HIM ABOUT YOUR CERTAINS AND GET THEM STRAIGHTENED OUT.
OR IF YOU WANT TO GIVE HIM ENCOURAGEMENT, THAT'S POSITIVE TOO.
[4.2. Strategy, Engagement, Impact: Marketing and Communications]
YOU WANT TO INTRODUCE YOUR SUBJECT?
>> I'LL START BY INTRODUCING THE PERSON.
AS JOHN NOTED, WE HAVE SEVEN CAMPUS PRESIDENTS.
AND, AS, IF BRAD'S DAY JOB ISN'T EASY ENOUGH, I ASKED HIM TO TAKE ON THE RESPONSIBILITY TO LEAD OUR MARKETING EFFORTS AS WE'RE IN THE PROCESS OF SEARCHING FOR A NEW CHIEF MARKETING OFFICER.
SO, BRAD'S BEEN DOING THAT FOR FOUR MONTHS OR SO NOW, IT'S BEEN HELPFUL TO HAVE A FRESH SET OF EYES COME IN AND TAKE A LOOK AT HOW WE IMPROVE THE WORK THAT WE DO IN THE MARKETING SPACE, WE'VE GOT A GREAT TEAM OF FOLKS, BUT, HOW DO WE LOOK AT THE PROCESSES DIFFERENTLY AND LOOK AT CONTINUOUS IMPROVEMENT ALONG THE WAY.
>> YEAH, BEFORE THE NOON BREAK, TRUSTEE GARCIA MADE A COMMENT ABOUT COMING OFF OF THE CAMPAIGN TRAIL WHERE YOU RECEIVED LOTS OF IDEAS FROM THE COMMUNITY AND QUESTIONS.
MY FIRST DAY WAS MARKETING ON THAT SCENE, I RECEIVED SIMILAR COMMENTS AND QUESTIONS AND THOUGHTS.
VIEWING THIS WITH A FRESH SET OF EYES AND THIS VOICE BEHIND ME THAT TRUSTEE BOYD'S, WE DON'T KNOW WHAT WE DON'T KNOW WHAT WE DON'T KNOW.
IT SHOULD BE CROSS-STITCHED ON A PILLOW.
(INDISCERNIBLE) >> WE'VE WORKED TO LOOK THE A MARKETING AND THE THINGS THAT WE'RE DOING THERE AND THE THINGS THAT WE COULD DO DIFFERENTLY.
SO, I THINK THAT I'M, HERE'S HOUR FIRST SLIDE.
I WOULD LIKE TO PUBLICLY ACKNOWLEDGE MY ASSISTANT AT EL CENTRO, I WOULD NOT BE ABLE TO MAKE SURE THINGS ARE RUNNING ON TIME SO, THANK YOU TO THE MARKETING TEAM FOR MY TIME WITH HIM DURING THE PAST FEW MONTHS, GETTING INSIDE THEIR WORLD AND CO-CREATING AND UNDERSTANDING HOW WE RAMP UP AND ROLL INTO THE FALL TERM.
WHEN YOU THINK ABOUT MARKETING, IT'S WHAT IS THE PRODUCT AND HOW WE'RE PRESENTING IT.
BUT, WHEN WE TALK ABOUT EDUCATION IN TERMS OF MARKETING.
IT'S MUCH BIGGER THAN THAT, WE'RE TALKING ABOUT A LIGHTHOUSE ON A HILL, WHERE OUR ROLE TO THE COMMUNITY IS ONE WHERE PEOPLE LOOK TO US FOR HOPE AND LOOK TO US FOR A PATHWAY TO A BETTER WAY AND WE COULD STEP UP OR FALL DOWN, BUT WE STEP UP EVERY TIME.
THAT'S THE DALLAS COLLEGE MOTTO.
AND I'M PROUD TO BE PART OF THAT.
>> I HAD TO WRITE AT THE TOP OF ONE OF MY SHEETS, GO SLOW BECAUSE I GET TO EXCITED ABOUT OUR MISSION AND OUR WORK IN THE COMMUNITY.
AND, SO, THAT TRANSFERRED OVER INTO MY COMMENTS.
BUT, WE DO GOOD WORK AND THAT'S THE NUMBER ONE FOUNDATIONAL THING.
SO, THE SLIDE THAT YOU HAVE IN FRONT OF US TODAY, I DIDN'T WANT TO PUT AN ORGANIZATIONAL CHART UP, I WANTED TO PUT THE WAY WORK IT ORGANIZED.
AND SO, WE'VE GOT EVERYTHING FROM EVENTS AND OPERATIONS AND TEXTING, AND MEDIA RELATIONS AND YOU COULD SEE WHAT'S ON THE CHART THERE, BUT, THE
[01:10:02]
POWERPOINT, OR THE SLIDES THAT I'M GOING TO WORK THROUGH STEP THROUGH THAT.AND SO, YOU'LL SEE, REAL-LIFE EXAMPLES OF HOW EACH OF THESE COME INTO PLAY, AS WE'RE NOT ONLY POSITIONS DALLAS COLLEGE T THE COMMUNITY, BUT, HOW WE ARE ALSO POSITION SHALL AN PRESENTING DALLAS COLLEGE TO CURRENT STUDENTS AND PERSPECTIVE STUDENTS REGARDLESS OF COMMUNITY AND LOCATION ACROSS DALLAS COUNTY.
ON THE RIGHT-HAND SIDE, ARE THREE PHOTOS, AND THE TITLE OF THIS SLIDE IS EMPOWERING TEAM MEMBERS AND CONTINUOUS IMPROVEMENT, BECAUSE, IF W DON'T KNOW ANYTHING ABOUT CREATING THE RIGHT TYPE OF ORGANIZATIONAL CULTURE TO EMPOWER THE PEOPLE TO DO THE WORK THERAPY HIRED TO DO, GIVEN THE KNOWLEDGE, SKILLS, AND ABILITIES THEY THAT BRING, AND TAKE, THAT IS SQUARE ONE.
WE HAVE TONS OF GREAT TALENT ON CAMPUS, SO, UNLEASHING THAT IN A WAYTA ALLOWS THEM TO HELP GUIDE THE WORK AND STRUCTURE THE WORK SO THAT WE COULD BE SUCCESSFUL SO IN THAT EMPOWERMENT, THE TOP PHOTO IS A USABILITY STUDY WHERE MARKETING TEAMS WORK CLOSELY WITH STUDENTS ON HOW OUR WEBSITE A LAID OUT, IS IT EASY TO NAVIGATE? IS IT HARD TO NAVIGATE? AND MAY BE WE DO THIS THINGS WITH THE EMERITUS GROUP AND OTHER THINGS THAT COME TO.
THOSE ARE THINGS THAT WE COULD PARTNER WITH YOU A ON BECAUSE WE'VE DONE THAT BEFORE AND WE HAVE HISTORY, AND THE PRODUCT ACTIVITY THAT ENTHIS COMES FROM THAT THAT HELPS OTHER PEOPLE.
THE SECOND IS PLANNING CONCESSION.
ALL OF THE PROJECTS THAT FLOW THROUGH MARKETING WITHIN DALLAS COLLEGE ARE MANAGED THROUGH A PROCESS AND A PLATFORM CALLED WORK ZONE.
AND SOMETIMES THAT PROCESS DOESN'T WORK.
WE'RE COMFORTABLE ENOUGH TO LOOK IN THE MIRROR AND GO THROUGH A COMPRESSION PLANNING SESSION WITH OUR OWN FOLKS HERE AT DALLAS COLLEGE AND GET BETTER.
I THINK TODAY OR TOMORROW, THERE'S ANOTHER GROUP OF INTERNAL STAKEHOLDER, IT'S ONE THING FOR US TO SIT AT THE TABLE AND POKE HOLES IN IT, BUT WE'RE INVITING OTHERS TO THE TABLE AND THAT'S WHERE THE REAL POWER COME FROM IS BEING ABLE TO LOOK IN THE MIRROR, AND KNOW THAT WE NEED TO IMPROVE THINGS.
THE LAST ONE IS SEEING HOW OTHERS ARE DOING THIS TYPE OF WORK.
SO, BLUE CROSS BLUE SHIELD HAS A CUSTOMER FIRST CENTER IN DOWNTOWN DALLAS AND THEY USE THAT SPACE TO REIMAGINE HOW HEALTH CARE IS DELIVERED IN THEIR SYSTEM.
WE KNOCKED ON THEIR DOOR AND ASKED THEM TO SHOW US THEIR MODEL AND THEY ALLOWED US TO SEE THAT.
AND WE TOOK A GROUP FROM HR AND IT SHGS AND MARKETING AND ASKED OURSELVES HOW TO GET BETTER AS A POTENTIAL MODEL.
AND THE HARD QUESTIONS ABOUT HOW WE'RE STRUCTURES WORK, HOW WE'RE DOING THINGS AND HOW WE'RE SERVING EACH OTHER AND THE COMMUNITY.
SO, THAT'S AN EFFORT THAT WILL DEFINITELY CONTINUE.
SO, I, I, WILL WARN YOU NOW, THE NEXT FEW SLIDES HAVE A LOT OF PICTURES OF THE CHANCELLOR, BECAUSE WE'RE TALKING ABOUT INTERNAL CULTURE, AND TO SEE CULTURE AS WE SCAFFOLD THAT ACROSS THE PRIORITIES.
AND THE MASTER PLANS, THESE ARE THINGS THAT WE'RE DOING IN SUPPORT OF THAT.
IF YOU GO TO THE ORIGINAL GRAPHIC THAT I SHOWED YOU ON THE SECOND PAGE THAT SHOWED YOU HOW OUR WORK WAS STRUCTURES, EVENTS AND OPERATIONS ARE IMPORTANT.
ESPECIALLY BECAUSE WE JUST CAME OFF OF ONE OF THE LARGEST THINGS THAT WE DO AT DALLAS COLLEGE FOR EMPLOYEES, FACULTY AND STAFF IS OUR CONFERENCE DAY EVENT.
IT'S HARD TO POUR INTO OTHER PEOPLE IF YOUR OWN CUP IS EMPTY, RIGHT? SO, CONFERENCE DAY IS A SOLUTION TO THAT AS WE LAUNCH THE SEMESTER AND GET PEOPLE EXCITED ABOUT COMING BACK.
YOU SEE STATS ON THE SLIDE, 791 PLUS, AND 2194 ON VIRTUAL, THOSE PLUSES ARE WE HAD PEOPLE SHOW UP BECAUSE THEY HEARD ABOUT THE BUZZ OF CONFERENCE DAY, AND EVEN THOUGH SHEA SIGNED UP VIRTUALLY, THEY SAID," I GOT TO BE THERE.
SO, THAT'S SUPER IMPRESSIVE, GREAT EVENT WHERE WE CALL CAME TOGETHER TO REMEMBER WHERE WE WERE HERE.
HERE'S A COUPLE OF OTHER POINTS ON SLIDE THAT, TO ME, SPEAK LOUDER THAN THAT OR AS LOUD, AND THAT'S THE EVENT SPONSORSHIP.
AND WE WENT OUT AND TALKED TO COMPANIES ABOUT WHETHER THEY BELIEVE IN WHAT WE'RE DOING AS A INSTITUTION.
WE HAD OVER $40,000 OF SPONSORSHIP IS THAT CAME FROM THAT AND THAT GOES
[01:15:01]
INTO A FOUNDATION ACCOUNT THAT SUPPORTS STUDENT NEEDS AND IT WAS A WAY FOR US TO CREATE REVENUE TO DRAW UP PROGRAMMING TO FIT STUDENTS.>> AND HERE'S THE COOL PART ON THAT LAST ONE IS BETTER TOGETHER.
AND JOSH IS HERE, AND THINK HE SPEAKS THIS AFTERNOON, BUT IT'S ONE THING TO MARK A REGISTRATION FOR CONFERENCE DAY IF I'M GOING TO ATTEND OR BE CEL VIRTUALLY, THE NUMBER THERE SAYS OVER $100,000 IN PLEDGES CAME IN THAT DAY.
>> AND THAT'S THANKS TO THE FOUNDATION AND THAT TEAM.
BUT, WHAT THAT REPRESENTS IS A LEVEL OF COMMITMENT THAT'S JUST BEYOND THE SURFACE, RIGHT? IF I'M WILLING TO PUT IN MY TIME AND TALENT, BUT THE OTHER PIECES I'M GOING TO ADD TREASURE, TOO, THAT'S DIFFICULTY TO COME BACK, BECAUSE WE AS A SYSTEM NEED TO BE WORTHY OF THAT IN ORDER TO TRIGGER THAT RESPONSE AT THAT LEVEL.
SO, EXECUTIVE COMMUNICATIONS IS ANOTHER PART OF THE IMAGE THAT I SHOWED UP FRONT.
THINGS WE DO, TIES BACK TO THE SCAFFOLDING OF THE STRATEGIC PRIORITIES IS HOW ARE WE AS A SYSTEM COMMUNICATING TO OUR EMPLOYEES WHAT WE'RE DOING AND HOW.
YOU MAY SAY, IS THAT MARKETING? WELL, IT IS MARKETING BECAUSE IT'S MESSAGING ACROSS THE SYSTEM OUR GOALS AND VALUES AND OUR BELIEFS ARE.
SO, WHAT YOU SEE HERE IS THE IMPACT ON CULTURE BUILDING.
THIS IS LUNCH AND LEARN TOPICS, THESE LUNCH AND LEARNS ARE HELD ROUTINELIORY THE LUNCH HOUR, THAT'S A WATCH PARTY.
IMAGINE THE FUN OF A WATCH PARTY FOR FLEX WORK OR WORK DAYS, YOU KNOW.
BUT, THERE ARE GROUPS OF PEOPLE THAT COME TOGETHER AND BRING LUNCH AND LISTEN TO A TOPIC OF THE DAY.
AND IT'S IMPORTANT, BECAUSE IT'S HOW WE, AS A SYSTEM ARE MOVING FORWARD AND HOW WE'RE STRUCTURING OUR WORK, SO, FLEX WORK WAS A SIGNIFICANT ONE.
AND WHERE DO WE STORE INFORMATION AS A CAMPUS AND HOW DO YOU ACCESS THAT? THOSE ARE THINGS YOU THINK MOST PEOPLE KNOW, BUT THERE ARE SHORTCUTS THAT CAN SAVE YOU 15 CLICKS AT TIMES.
>> HOW DID Y'ALL COME UP WITH THAT IDEA, IT SEEMS SO COMMON SENSE, BUT...
>> I'LL TELL YOU, THIS IS THE GLORY AND BENEFIT OF BEING AROUND OTHER PEOPLE DOING SIMILAR THINGS OR UNSIMILAR THINGS.
I THINK IT WAS CHARLES AND OTHERS IN MARKETING WHO HAD GONE TO A CONFERENCE AND HAD SEEN AN IDEA WHERE SOME GUY AT SOME OTHER CAMPUS WAS DOING A 60-SECOND MINI COMMERCIAL AND I THINK THAT TRANSFERRED OVER TO LUNCH AND LEARN, IT COMES FROM MAKING SURE THAT YOU HAVE A PULSE THAT'S BEST PRACTICE.
SOMETIMES WE ARE THAT BEST PRACTICE AND PEOPLE ARE WATCHING US, BUT, WE ALWAYS HAVE TO BE MINDFUL TO WATCH OTHER'S AS WELL.
WE WATCH WHAT PEOPLE ARE DOING, KNOW THAT IT CAN WORK HERE AND INCORPORATE IT.
>> NEXT THINGS IS COMMUNITY ENGAGEMENT.
THIS FITS WITHIN THE EVENTS TYPE MODULE IN THEGRAPHIC -- GRAPHIC.
WE HAVE OPEN HOUSE, FROM EL CENTRO, THERE WAS AN ANNOUNCEMENT AT WEST DALLAS CENTER ON THE APPRENTICESHIP PROGRAM.
AND THESE ARE WAYS THAT WE ENGAGE THE COMMUNITY.
NOW, CAN WE ALWAYS GET BETTER AT THAT? OF COURSE.
JUST LIKE THE PAGE GROUP WAS SAYING WHERE THEY TOOK THE INTERVIEW SESSION TO THE STUDENTS.
THOSE ARE THINGS THAT WE COULD DO HERE, NOT NECESSARILY WITH THE STUDENTS BEST OF YOUR RECOLLECTION, WITH THE COMMUNITY TOO.
BE MORE VISIBLE IN THE COMMUNITY.
AGAIN, WE DO THAT, BUT, ARE WE AS INTENTIONAL AS WE CAN BE.
THOSE ARE THE THINGS THAT WE REVIEW AND LOOK AT OF HOW DO WE GET BETTER? AND ALSO WITH THE CORPORATE HERE, ON THE BOTTOM RIGHT-HAND SIDE IS THE UNCLE JOE'S COOKOUT WHICH WAS LAST WEEK, AND WE HAD PEPSI CO.
AND BEING HERE JUST AFTER THEM, BUT, THAT IS A PRIME EXAMPLE OF HOW CORPORATE BALANCE IN A DALLAS COLLEGE CAMPUS, CELEBRATED STUDENTS TOGETHER AND HONORED THE SPONSORSHIP GIFT, THAT PEPSI CO.
THESE ARE THE TYPES OF EVENTS THAT YOU'LL CONTINUE TO SEE MORE OF AS WE GET
[01:20:02]
INTO THE RIGHT MIX OF BRING IN COMMUNITY AND PARTNERS IN.AND EVEN OUR NON-PROFIT OF COMMUNITY AND ALLIANCES.
BECAUSE, AS WE AS A SYSTEM ONBOARD NEW PEOPLE INTO WHO WE ARE, IT'S VERY IMPORTANT THAT WE HELP THEM UNDERSTAND WHAT THEY'RE STEPPING INTO AS A PROFESSIONAL WITHIN THE DALLAS COLLEGE SYSTEM.
NOW, HR, AND STEVE SOSA, PUT THESE ON, WHAT IT IS, THOUGH, I ASKED HIM IF IT WAS AN EMPLOYEE ORIENTATION, THEY SAID WE'RE NOT CALLING IT ORIENTATION, THESE ARE TEAM MEMBERS THAT WE'RE ENGAGING.
THIS IS AN EXPECTATION OF YOU AS AN EMPLOYEE WITH THE DALLAS COLLEGE IS TO ENGAGE IN PROFESSIONAL DEVELOPMENT AND CONTRIBUTE BACK.
SO, SETTING THAT TONE EARLY IN THE CHANCELLOR'S MESSAGING, BASED ON THE SCAFFOLDING ABOUT LINING THE STRATEGIC PRIORITIES, THAT'S HOW IT BEGINS TO ALIGN TOGETHER.
>> ARE THESE ONLY FOR THE NEW PEOPLE COMING IN?
>> FOR THE NEW PEOPLE COMING IN.
>> I WAS WONDERING IF WE COULDN'T BUILD MORE TEAMWORK AND MORAL IF WE ALSO HAD THINGS LIKE THIS WHERE WE COMBINED THE TWO GROUPS.
NOT JUST THE NEW PEOPLE, BUT THE PEOPLE THAT HAVE BEEN HERE.
BECAUSE, WHEN I GET IS A FEELING THAT THE PEOPLE WHO HAVE BEEN HERE A LONG TIME REALLY FEEL LEFT OUT.
THEY FEEL LIKE THEY'RE PUSHED TO THE CORNER AND AWAY WHERE WE'RE FOCUSSING ON ALL THE NEW PEOPLE.
AND, I THINK IT WOULD BE GOOD FOR THE TWO GROUPS TO SEE EACH OTHER AS TEAM MEMBERS TOGETHER.
NOT, OH, YOU'RE THE NEW GUY, BUT, OH, YOU'RE PART OF OUR TEAM.
>> WE HAD THAT CONVERSATION WITH THE HR TEAM AND THE PROFESSIONAL DEVELOPMENT TEAM ABOUT, YOU KNOW, THERE'S A LOT OF NEW IN DALLAS COLLEGE, NEW PROCESSES AND THINGS, ABOUT DOING SOMETHING ALONG THOS LINES, LIKE, WELCOME TO THE NEW DALLAS COLLEGE FOR FOES THAT HAVE BEEN HERE FOR AWHILE AS WELL.
>> BUT, YOU COULD GO A A CAMPUS AND SOMEONE WHOSE BEEN WITH THE CALLS FOR 30 YEARS, AND YOU ALMOST HEAR A SENSE OF PRIDE, IT'S LIKE, WELCOME ABOARD, BUT I'VE BEEN HERE.
BUT, THERE'S A BENEFIT OF PAIRING THEM TOGETHER SOMEONE TO HELP THEM NAVIGATE THE WAYS AS AN EMPLOYEE.
>> AS WE KNOW WHEN WE WERE GOING THROUGH THE TRANSITION, THERE WAS ALL OF THIS UNCERTAINTY, THERE WAS A LOT OF ANXIETY, AND IT DID AFFECT EMPLOYEE MORAL, BUT, I THINK THAT Y'ALL HAVE BEEN INTENTIONA ABOUT THESE APPROACHES THAT YOU ARE USING TO COMMUNICATE AND HELP PEOPLE FEEL A PART OF SOMETHING BIGGER THAN THEMSELVES.
I THINK CONFERENCE WAS A DEMONSTRATION OF THAT.
THERE WAS SUCH AN ENERGY THERE AND PEOPLE FEELING SO GOOD.
AND IT WAS INTERESTING, BECAUSE PEOPLE WERE SAYING, OH, I DIDN'T KNOW YOU WERE STILL HERE, YOU MADE IT THROUGH.
IT'S SAD ON THE ONE HAND BUT ON THE OTHER T PEOPLE WERE EXCITED.
AND I REALLY HOPE WE TURNED THE CORNER ON THAT.
AND, UM, PEOPLE ARE LOOKING AT WHETHER YOUR ACTION ARE MATCHING YOUR WORDS.
I SHARED WITH LEADERSHIP AND ALL THE GOOD COMMUNICATIONS THAT CAME OUT OF THAT, BECAUSE EMPLOYEES ARE SAYING IT'S NOT FILTERING DOWN YET, SO, HOPEFULLY, EVERYBODY WILL GET GOOD ABOUT HOW THEY WORK WITH THEIR DOWNTIME WHERE EVERYONE FEELS LIKE THEY'RE A LEADER AND PART OF THE CORE ET CETERA, ET CETERA.
>> WE SEEM TO BE SENDING A MIXED MESSAGE, THOUGH, I'M GRAD THAT WE'RE DOING THIS, BUT, THEN, WE PASSED A COUPLE OF BOARD MEETINGS AGO, AN OFFER THAT WE WERE GOING TO GIVE TO PEOPLE WE'RE GOING TO GIVE TO PEOPLE 15 YEARS OR MORE.
IT'S LIKE WE'RE OF TWO MINDS AND IT'S CONFUSING.
I'M NOT REAL CLEAR, I WOULD LIKE TO HAVE MAY BE A PRESENTATION ON WHAT IS THE LARGE PLAN FOR HOW WE'RE GOING TO USE EMPLOYEES THAT ARE STILL HERE.
IT SEEMS LIKE WE WORK REALLY HARD AT GETTING RID OF THEM.
AND ON THE OTHER HAND WE'RE TALKING ABOUT NEW ONBOARDING.
[01:25:02]
I DON'T HAVE A GOOD FEELING ABOUT IT.SO, I WOULD LIKE TO SOMETHING PUT TOGETHER SO THAT I COULD UNDERSTAND WHAT IS OUR BIG PICTURE? WHAT IS THE FINAL GOAL THAT WE'RE LOOKING AT?
>> YEAH, AND I WOULD LIKE TO SAY, FIRST OF ALL, YOU KNOW, WE'RE NOT TRYING TO GET RID OF ANYBODY.
THAT VOLUNTARY PLAN FOR FACULTY, AGAIN, IF, IF NO ONE TAKES THAT, THAT'S GREAT.
>> I KNOW, BUT, WHY ARE WE SPENDING TIME, ENERGY, AND MONEY INVENTING IT IF WE'RE REALLY TRYING TO DO THIS, BECOME A TEAM?
>> YEAH, SURE, BECAUSE THEY ASKED FOR IT.
BECAUSE THE FACULTY LEADERSHIP ASKED FOR IT OVER A PERIOD OF TIME, SO, WE'RE RESPOND TO GO WHAT THEY ASKED FOR.
SO, THINGS LIKE CONFERENCE DAY, I APPRECIATE YOU MENTIONING THAT.
THERE WERE TWO DIFFERENT FACULTY MEMBERS WEARING THEIR 50 YEAR MEDALIANS, AND THEY SAID TO ME "THIS IS THE BEST CONFERENCE DAY THAT I'VE EVER BEEN TO.
" THAT I FIND REWARDING THAT THERE ARE FOLKS AROUND FOR AWHILE CONNECTED TO THE DIRECTION THAT WE'RE GOING IN.
WE ARE BEING VERY INTENTIONAL THROUGH THESE THINGS AND OTHER THINGS TO PAY ATTENTION TO IT AND GET FEEDBACK FROM FOLKS.
AND SO, YOU KNOW, AGAIN, IT'S GOING TO BE A MULTI-YEAR CHALLENGE TO GO THROUGH BUILDING THE DALLAS COLLEGE CULTURE.
BUT THOSE WHO HAVE BEEN AROUND ARE A PART OF THAT, THEY'RE PART OF THE LUNCH AND LEARNS TO GET FEEDBACK ON WHAT WE'RE DOING.
AND THIS SLIDE IS, YOU KNOW, WE'RE TRY TO GO WELCOME FOLKS WHO DON'T HAVE THE FAMILIARITY WITH THE COLLEGE, DON'T HAVE THAT HISTORY AND UNDERSTANDING, AND BRING THEM IN TO EVERYTHING THAT WE'RE DOING.
>> I THINK IT WOULD BE GOOD TO HAVE DATA IN TERMS OF THOSE EMPLOYEES.
AS TO WHAT WAS THE SPAN OF YEARS, BECAUSE, I DON'T THINK IT'S ACCURATE TO SAY WE GOT RID OF THE LONG-TERMERS, IT IS NOT ACCURATE, IN MY OPINION."
>> ANY OTHER COMMENTS? SO, AT THE END OF THE DAY, PEOPLE, WHETHER THEY'RE NEW TO US, OR THEY'VE BEEN HERE FOR AWHILE, SIGNIFICANCE IS WHAT THEY'RE AFTER IN A JOB.
I MEAN, WE'RE TALKING ABOUT EMPLOYEE RETENTION HERE.
SIGNIFICANCE, CONNECTION TO OTHERS, CONTRIBUTION, IS THERE A CONTRIBUTION TO WORK MEANINGFUL, AND PERSONAL GROWTH AS WELL.
AND THOSE FACTORS, WHEN COMBINED ALLOW US TO EMPOWER PEOPLE TO STEP INTO THEIR ROLE AS WELL AND CONTINUE TO MOVE DALLAS COLLEGE FORWARD.
>> ANOTHER EXAMPLE IN GOING BACK TO THE GRAPHIC IN THE BEGINNING WHEN TALKING ABOUT MEDIA RELATIONS, FOR EXAMPLE, WE RECEIVED, DUE TO A LOT OF HARD WORK ON BEHALF OF SEVERAL TEAMS FROM DALLAS COLLEGE, A GRANT FROM THE FEDS FOR BIONTECH -- BIOTECH.
THE NEXT STEP IS THE BUILDING OF PARTNER FEATURES.
AND EVERYONE THERE THAT DAY AND EVERYBODY THAT WAS THERE THAT'S PART OF THAT GRAPHIC, WE'RE GOING TO DO A SECONDARY FILMING AND CREATE A CLEARING HOUSE ON OUR WEBSITE.
BECAUSE WE HAVE THE ENTIRE COUNTRY LOOKING AT DALLAS COLLEGE ON HOW WE ARE MANAGING AND MOVING IN COMMUNITY FORWARD IN THE BIO TECH SPHERE, IT'S IMPORTANT TO HELP OTHERS UNDERSTAND HOW TO GET PART OF THAT WORK.
WE WANT TO EDUCATE OTHERS AND AT THE SAME TIME WE'RE GROWING AND DEVELOPING DALLAS COLLEGE AS A WHOLE.
AS WE MOVE INTO A MARKETING MIX, YOU GUYS ARE FAMILIAR WITH HOW YOU BUY PRODUCTS AND WHERE THOSE MESSAGES COME FROM, THERE'S OUTDOOR AND DIGITAL, OUT OF HOME, AUDIO, VIDEO, MOBILE, PAID SOCIAL MEDIA, AND PAID SEARCH AS WELL.
A LOT OF THESE GO INTO THE PORTFOLIO OF THE MARKETING MIX.
>> LAST WEEK, I CAN'T REMEMBER WHAT DAY, I WAS AT THE CORNER OF WEST MORMON, AND SAW THE DART BUS, IT WAS KIND OF STARTLING.
[01:30:01]
QUESTION, THOUGH, DO WE STILL WORK WITH AN AGENCY IN TERMS OF PLACING OUR ADS, AND DO WE GIVE THEM A SET OF DEMOGRAPHICS OF AUDIENCES AND AGES?>> FIRST OF ALL, WHERE I FIND PRIDE ON THAT BUS AD IS TO SEE THAT GO BY AND THINK I'M PART OF THAT.
>> IT WAS JUST NOT SOMETHING I WAS EXPECTING TO SEE, YOU KNOW.
I'VE SEEN THEM BEFORE, JUST NOT US.
BUT, THE STRATEGY, OF COURSE, IS, WHAT'S THE AUDIENCE, THE INTENDED AUDIENCE, WHAT PROGRAMMING DO WE HAVE TO WE'RE TRYING TO PRESENT AS WELL? WHERE ARE THE DEMOGRAPHICS, WHAT ARE THE AREAS OF DALLAS COUNTY THAT WE'RE TRYING TO GET IN FRONT OF? SO, THERE'S A MIXTURE OF HOW WE PUT OUR MESSAGE IN FRONT OF THE MOST PEOPLE AND HELP THE MOST PEOPLE FIND THEIR WAY BACK TO DALLAS COLLEGE, WHETHER IT'S AN ACADEMIC PROMISE, OR A WORKFORCE PROGRAM OR A CONTINUING ED PROGRAM.
IT'S A MIXTURE OF OF ALL OF THOSE THINGS.
>> (INDISCERNIBLE) >> HAVEN'T SEEN ONE LATER, ABOUT THE TIMES OF THE DAY SOME OF THIS STUFF RUNS OR WHATEVER.
I HAVEN'T SEEN DALLAS COLLEGE ON THE CABLE?
>> IF YOU LOOK AT THE ENROLLMENT PERIOD, WHICH IS MID AUGUST, THEN, SOME OF THAT MAY BACK DOWN, TOO.
I'VE GOT OTHER SLIDES HERE THAT I WOULD LIKE TO GET TO.
BUT, WHAT DART SAYS AND ALL OF THEIR BUS STATION POSTERS, AND THEIR BUS WRAPS IS THERE ARE 3 MILLION IMPRESSION AS YEAR ON THOSE BUSES.
SO, THAT'S A WHOLE LOT OF DALLAS SEEING A WHOLE LOT OF DALLAS COLLEGE.
NOW, YOU CAN'T ALWAYS SAY THAT SEEING A BUS AD LEADS TO AU CONVERSION, BUT IT DOES LEAD TO AN INCREASED GENERAL AWARENESS OF THE SERVICES THAT DALLAS COLLEGE PROVIDES IN ANY PLATFORM.
SO, WHEN SOMEBODY'S LIKE "I'M FROM DALLAS COLLEGE," OR I SEE THEIR ADS ALL THE TIME, IT'S GENERALLY BASED ON MAKING SURE THAT THE PEOPLE ARE AWARE OF US IN THE COMMUNITY.
>> AND, THE, LOGOS THAT YOU HAVE IN HERE, IS THIS JUST A SELECT FEW, OR IS THIS ALL-INCLUSIVE?
>> SO, THE LOGO IS SOMETHING TO REPRESENT THAT, BUT, THE PLATFORMS IS WHAT'S ON THE BULLET POINTS ON THE SIDE, IF THAT'S WHAT YOU MEAN.
NO, IT WAS THINGS THAT I DID NOT SEE, AND I WAS WONDERING IF THE LOGOS WAS ALL INCLUSIVE OR JUST THERE FOR A SAMPLE?
>> >> IF WE'RE GOING TO DO A PROGRAM, WHAT KIND OF FOLLOWUP DO WE HAVE LATER TO FIND OUT WAS THE INVESTMENT WAS WORTH IT?
GIVE ME JUST A MOMENT, THAT IS THE MILLION DOLLAR QUESTION, RIGHT?
>> WELL, I'M GLAD THAT WE'RE DOING THIS, I WAS HAPPY TO SEE THE BUSES GOING BY.
I'M EXCITED THAT PEOPLE WILL START LEARNING WHAT WE DO AND WHAT'S HAPPENING.
>> WHAT ABOUT COLOR? BECAUSE I'M NOT SURE THAT I LIKE THIS ORANGE COLOR?
SO, HERE'S THEN, THE OTHER PIECES WHEN WE START TO LOOK AT BILLBOARD ADS, AND WHAT I ADDED WAS THE TRADITION POSTER BILLBOARDS AND THE VINYL WRAPS, AND THE NEXT LINE DOWN, IS DIGITAL, WHEN YOU START TO LOOK AT DIGITAL ADS YOU'RE LIMITED BY WHAT THE DIGITAL BILLBOARD CAN ACCOMMODATE.
BUT, THE IMAGERY IS BASED ON COMPLETION.
THE IMAGERY FEATURES DIFFERENT PROGRAMS, WE HAVE ONE IN BUSINESS, EDUCATION, AND HYGIENE, THOSE ARE GRADUATES.
WHEN YOU SEE THOSE AROUND, YOU KNOW THAT'S DALLAS COLLEGE.
AND THESE ARE GENERAL AWARENESS CAMPAIGNS, AFTER THAT MOMENT T SOMEONE SEES COLLEGE, COMPLETION, THEY SEE MAYBE SOMEBODY THAT LOOKS LIKE ME, THEY SEE A
[01:35:05]
PHONE NUMBER ON THERE, SOMEBODY TO REACH OUT TO, OR IF I DON'T REMEMBER THE NUMBER, I CAN GOOGLE DALLAS COLLEGE AND FIND THEM TOO.THOSE ARE IMPORTANT THINGS AS WE LOOK AT THE IMAGERY THAT WE USE THROUGHOUT.
FOR EVERY POSTER THAT I HAVE UP HERE, THERE ARE THREE OR FOUR OTHERS THAT I COULDN'T FIT IN THE SLIDE.
YOU'LL SEE EXAMPLES OF HOW THE ADS MIRROR ONE ANOTHER.
IF IT SHOWS UP IN A BILLBOARD, YOU'LL SEE A SIMILAR ONE SOMEWHERE ELSE
>> HAVE YOU EVER GIVEN THE THOUGHT OF THE FACT THAT WE HAVE SO MUCH REAL ESTATE THROUGHOUT THE COUNTY THAT WE CONSIDER PARTNERING WITH SOME OF THE DIGITAL SIGN COMPANIES FOR VERTICAL REAL ESTATE.
WE WOULD ALLOW YOU TO PUT UP A SIGN AND WE GET 50% OF IT, BUT, WE ALSO GET ANOTHER 50% OF A SIGN ON OUR CHOICE, DO TRADING WITH THEM, AND USE OUR VERTICAL REAL ESTATE LOCATIONS NOT TO PAY FOR THIS.
>> I KNOW, IN SOME CASES WE HAVE TO LOOK AT ZONING IN THOSE AREAS.
>> IF THERE WERE OPPORTUNITIES.
BUT, YOU'RE RIGHT, WE DO HAVE REAL ESTATE ON KEY HIGHWAYS WITH HIGH TRAFFIC.
>> DO WE DO ANY (INDISCERNIBLE) MATERIAL ANYMORE?
>> I'VE GOT A COUPLE OF THOSE IN HERE THAT I'LL SHOW YOU.
>> YEAH, BECAUSE, I SAW A BILLBOARD, BUT, I DON'T DRIVING THE STREET IN A SPOT THAT I HADN'T EXPECTED TOS TO SEE IT, SO, THAT STARTLED ME TOO.
IT OCCURRED TO ME IN MINORITY COMMUNITIES, PEOPLE RIDE THE BUS, BUT I'M NOT SURE HOW MUCH ATTENTION PEOPLE PAY TO AN ISOLATED BILLBOARD HERE AND THERE.
DOES DART STILL PUT PRINTED MATERIAL ON BUSES?
>> YOU'LL SEE A QR CODE, AND DON'T ASK ME WHAT QR STANDS FOR, BUT IT'S SOMETHING THAT YOU COULD USE YOUR PHONE TO TAKE A PHOTO AND THAT WILL LEAD YOU TO MORE INFORMATION ON THE DALLAS COLLEGE PROGRAM FEATURED ON THE AD.
IT'S LESS ABOUT A PRINT MATERIAL ON THE BUS, BUT MORE ABOUT IMMEDIATE ACCESS TO ADDITION INFORMATION BASED ON USING YOUR CELLPHONE IN ORDER TO CAPTURE THAT.
>> TO YOUR POINT, WHEN YOU USE A QR CODE TO DO THAT, THAT THEN GIVES YOU A CLICKABLE PATH TO TRACK.
IF SOMEONE CLICKS ON AN AD AND EXPRESSES INTEREST IN DALLAS COLLEGE, THEN WE'RE ABLE TO FEED THEM INFORMATION THAT THEY COULD BE INTERESTED IN BASED ON THEM CLICKING ON THE AD.
>> I'M GETTING AN EDUCATION, BECAUSE EVEN THOUGH I HAVE A CELLPHONE, I NEVER THINK ABOUT TAKING A PICTURE, YOU KNOW, I HAVE TO SEE SOMEBODY DOING IT OR WHATEVER, IT'S NOT JUST AUTOMATIC, LIKE, SOME FOLKS, WHO JUST AUTOMATICALLY DO IT.
>> THE QR CODE IS QUICK RESPONSE CODE.
DID YOU LOOK IT UP OR DID YOU KNOW IT?
IN OTHER WORDS, IT'S THERE SO THAT IF YOU WANT TO BAKE A CAKE AND YOU SEE IT ON THE RECIPE BOX, HIT THE QR CODE.
>> I WATCH PEOPLE DOING IT, BUT, I NEVER THINK ABOUT DOING IT MYSELF.
>> PUT THAT DEAL ON THAT PHONE AND YOU COULD DO IT.
>> THEY'RE ON MY BUSINESS CARD, SO, IF FOLKS WANT MORE INFORMATION IT'S EASY TO DO THAT FROM THIS LITTLE TINY PIECE OF PAPER HERE.
>> WE SHOULD HAVE OUR REGISTRATION STRINGS ON A QR CODE.
SO THAT SOMEBODY SEES IT, AND HITS IT, AND WANTS TO REGISTER, THEY CAN REGISTER,
>> BUT ONLY IF IT'S A GOOD PROCESS ONLINE.
>> SO, THE OTHER TYPES OF ADS ARE DIGITAL ADS, THESE ARE HEADERS AND FOOTERS ON WEBSITES THAT YOU MAY SEE.
SOME FOCUS ON GENERAL INFORMATION AND SOME FOCUS ON 8-WEEK ENROLLMENT, BUT, HE SEE ON EACH ONE OF THESE, TO LEARN MORE, REGISTER TODAY.
IF SOMEONE CLICKS ON THAT, THAT GIVES US A CLICK PATH BACK TO THE WEBSITE SO WE
[01:40:05]
COULD UNDERSTAND IF THAT AD IS SUCCESSFUL OR NOT.IT'S A FOCUS, WE'RE GOING TO HAVE SOME HELP, IT HELPS US THINK THROUGH THIS, THERE'S A DATA PIECE THAT CAN DEFINITELY HELP US REACH A LEVEL OF AS THEY SAY, SURGICAL PRECISION WITH OUR ADVERTISEMENTS AND HOW WE PLACE THESE IN FRONT OF AUDIENCES THAT ARE RECEPTIVE TO THOSE.
THIS IS OUT-OF-HOMES, SO, YOU MAY HAVE SEEN AT A FUEL STATION OR WAITING AREA OR A GROCERY STORE AS YOU ARE CHECKING OUT.
AGAIN, THESE ARE GENERAL AWARENESS, BUT THESE ARE FAIRLY INEXPENSIVE BUYS IN THESE LOCATIONS TO RUN A DALLAS COLLEGE MESSAGE.
SO, IN THE AREAS WHERE IT MAKES SENSE, THEN, YOU MAY SEE SOME OF THESE THINGS.
AS YOU'RE GETTING YOUR CELERY AND LIGHTBULBS, YOU MAY SEE A DALLAS COLLEGE ADVERTISEMENT THERE.
AS WE'RE GOING THROUGH OUR DAILY, ORDINARY, ROUTINE TASKS THINKING ABOUT HOW OUR LIFE CAN BE BETTER, WE LOOK UP AND SEE SOMETHING WHICH IS A PATHWAY TO BEING BETTER.
AND THAT'S A DALLAS COLLEGE AD.
AUDIO, ONE IS THE MORE TRADITIONAL AUDIO FOR MATS, THE STATIONS IN DFW AND THE STREAMING PIECE.
WHAT'S DIFFERENT WITH THE TRADITIONAL AUDIO, IS THESE FORMATS ARE MUCH LIKE THE GENERAL AWARENESS CAMPAIGNS ON TV OR ON THE BILLBOARDS, IT'S A GENERAL AWARENESS, A PASSIVE, STATIC, ENROLLMENT FIELD.
WHEN YOU LOOK AT THE STREAMING SIDE, THOSE A DIGITAL ADS SERVED TO PEOPLE, YOU'RE OFFERING UP A CLICK BACK PATH TO THE WEBSITE.
SO, WHEN WE TALK ABOUT THE RETURN ON INVESTMENT, OR A SOLID ADVERTISING STRATEGY, IT GETS US CLOSER AND CLOSER TO THAT AS WE'RE ABLE TO SAY THESE ADS SERVED AT THESE SOMETIMES GENERATED X-AMOUNT BACK TO THE CAMPUS OF ULTIMATE ENROLLMENT, AND THAT'S THE CONTINUUM OF THE STORY THAT WE'RE TRYING TO TELL WITH THIS OFFERING.
SIMILAR TO VIDEO, IF YOU'RE FAMILIAR WITH TRADITIONAL TV, WE'VE WE HAVE TELEMUNDO.
AS WELL, BUT, THE DIFFERENCE HERE IS DREAMING.
YOU'RE GOING TO SEE IN THE NEXT FIVE OR 10 YEARS, THE STREAMING SERVICES WILL BE OUTWEIGHING REGULAR TV.
THIS OPTION OF STREAMING NETWORKS GIVES PEOPLE A CHANCE TO UNDERSTAND WHAT THEIR PURCHASE IS BUYING THEM IN TERMS OF ROI AND MESSAGE TO THE AUDIENCE.
ON THIS SLIDE, THERE ARE FOUR TELEVISION COMMERCIALS RUNNING AT THE END OF THIS SLIDE PRESENTATION, THERE ARE TWO COMMERCIALS THAT WE WILL RUN.
SO, I WANTED TO BRING THEM FOR YOU TO SEE.
WE'RE IN THE PROCESS OF WRAPPING UP THE FILMING AND EDITING OF OUR NEXT BATCH OF TELEVISION COMMERCIALS.
WE SHOOT THEM EVERY YEAR TO MANAGE THE COST RELATED TO ALL THE PROCESSES.
THESE ARE EXCITED, WE'VE GOT A LOT OF BUZZ ON THESE.
>> THAT'S THE RETURN ON INVESTMENT.
SO, PAID SOCIAL MEDIA IS ANOTHER, AND THESE ARE IMPORTANT PIECES OF THE OVERALL MIX.
AND SO, THAT'S WHY I WANTED TO SPEND TIME JUST TO MAKE SURE THAT YOU KNEW HOW COMPREHENSIVE THIS EFFORT WAS TO THE MARKETING DEPARTMENT AND THE WORK THEY'VE DONE FOR YEARS.
I'M JUST THE ONE REPRESENTING THAT TODAY.
PAID SOCIAL MEDIA IS VERY IMPORTANT.
SO, EVERYONE'S ON THEIR PLATFORM, AND SO, HOW DO YOU SERVE INTENDED MESSAGES TO THOSE PARTIES ON THE PLATFORMS THEY'RE ON? NOW, THE TRICK WITH THESE ARE, I THINK THIS IS FACEBOOK ADS, I USUALLY DO THE TEST WITH MY YOUNGEST DAUGHTER AND ASK HER IF THIS IS STILL COOL AND IF I GET THE EYE ROLL, IT'S NOT AND IF I GET THE SMILE, THEN IT IS.
THESE PLATFORMS CHANGE SUPER FAST, RIGHT? SO, IT CHALLENGES US, THE MARKETING DEPARTMENT AND OUR PEERS IN THE INDUSTRY TO SAY RELEVANT ON THE PLATFORMS THAT YESTERDAY, SEEMED LIKE THAT'S WHERE EVERYONE WAS, BUT, TODAY THINGS MAY HAVE SHIFTED A BIT.
SO, THAT CHANGES YOUR MESSAGE AND CHANGES THE FORMATTING OF THOSE MESSAGES.
ONE OF THE INTERESTING THINGS THAT IT DOES, IS IT CHANGES YOUR PERCEPTION IN TIME.
SOME OF THE FORMATS EXCEL IN THE FACT THAT VIDEOS ARE 10-15 SECONDS.
SO, NOW YOU HAVE 15 SECONDS TO GET A MESSAGE ACROSS.
THE STUDENT'S BRAIN IS FOCUSED ON 15-SECOND MESSAGING, PUT THAT SAME BRAIN IN THE CLASSROOM, WHERE WE'RE AN HOUR OR MORE IN A SESSION, RIGHT? SO, THIS IS WHERE THE ENTIRE REWIRING OF THE BRAIN TOWARDS A 15-SECOND ADVERTISEMENT IS CHANGES US AS A PEOPLE ALSO, BUT IT'S SOMETHING TO CONSIDER AS WE TRY TO FIGURE OUT HOW TO BEST SERVE THE PEOPLE COMING TO DALLAS COLLEGE.
[01:45:05]
ALL RIGHT.SO, THIS IS AN EXAMPLE, YOU CAN'T READ THIS, BUT, I WANTED TO SHOW IT BECAUSE IT'S COLORFUL.
THIS IS AN EXAMPLE OF A SOCIAL MEDIA CONTENT SCHEDULE.
SO, JUST AS WE'RE SERVING ALL OF THESE ADS OUT, AND BRAD SAYS, I'M GOING TO FOLLOW DALLAS COLLEGE FACEBOOK, THE SECOND YOU DO THAT, I'M SERVING YOU ADS ON ALL OF OUR INFORMATION.
THIS IS AN EXAMPLE OF A MONDAY-FRIDAY SCHEDULE OF A SOCIAL MEDIA CONTENT THAT WE PUSH OUT.
THIS COULD BE USED IN ORIENTATIONS, OUR FOOD PANTRY'S OPEN, MAY BE YOU NEED SUPPORT OR COUNSELOR, ALL OF THOSE THINGS.
BUT, THE WAY THAT WE DRIVE CONTENT INTO THE COMMUNITY AND THROUGH OUR PLATFORM IS VERY INTENTIONAL.
THIS DOESN'T JUST HAPPEN, THESE THINGS ARE PLANNED OUT WAY IN ADVANCE, THAT WAY THE SEQUENCING SUPPORTS THE STUDENT'S PROGRESSION THROUGHOUT THE SEMESTER.
EVERYTHING IS LINEAR AND INTENTIONAL.
THIS IS AN EXAMPLE OF OUR SOCIAL MEDIA VIDEO ON THE TIKTOK PLATFORM.
THIS IS A VIDEO SERIES FOCUSED ON SEVERAL PROGRAMS, EARLY CHILDHOOD, EDUCATIONAL, HIGH JEN AND TEACHING.
WE TEST THEM ON HOW DO THESE VIDEOS LOOK, PLAY, AND IF THEY GENERATE TRAFFIC.
THAT'S WHERE EMPOWERING THE EMPLOYEES TO CONTRIBUTE THEIR TALENTS, AND SKILLS AND KNOWLEDGE RATHER THAN PUTTING A HARNESS ON THAT IS VERY, VERY, IMPORTANT BECAUSE YOU'VE GOT TO LET THE CREATIVE JUICE WORK IN ORDER FOR US TO BE RELEVANT IN THE MARKETS AND AUDIENCES THAT WE'RE TRYING TO STAY IN FRONT OF.
IT'S A TEST FOR HOW WE MESSAGE THINGS IN CERTAIN WAYS.
IN TERMS OF INNOVATION, IT BECOMES A VERY INNOVATIVE GROUP BECAUSE WE'RE TRYING TO STAY WITHIN THIS MESSAGE IN THE POPULATION AS A WHOLE.
THE LAST THINK IS PAID SEARCH, WHEN YOU TYPE IN LOGISTICS MANAGEMENT TRAINING, YOU WILL FIND DALLAS COLLEGE.
THAT PUTS US TOE FRONT OF THAT LIST.
SO, AS YOU ARE WORKING THROUGH THE SEARCH FORMAT, YOU HAVE TO IDENTIFY WHAT ARE ALL THE TERMS THAT WE NEED TO CHASE AS A DALLAS COLLEGE.
SO THAT WHEN PEOPLE TYPE SOMETHING IN, IT FINDS US.
AND THOSE GLOSSARIES ARE PHONE BOOKS, RIGHT, BECAUSE YOU'RE TRYING TO MAKE SURE THAT WHEN SOMEBODY HAS A CERTAIN COMBINATION OF WORDS THAT THEY FIND US AND WORE ABLE TO COMMUNICATE WITH THEM AS WELL.
DIGITAL EXPERIENCE AND WEB IS ANOTHER PART OF THE CAMPUS AND THE GRAPHIC THAT I SHOWED EARLIER.
THE IMPORTANT THING WE DID LEADING INTO THIS FALL IS MATCHING THE MESSAGING ON THE HOME PAGE WITHIN A SPECIFIC TIME DURING THE ACADEMIC SEMESTER.
THE FIRST THREE WEEKS, WE NEED TO ATTACH YOU TO A SUCCESS COACH AND I THINK NOW, WE TRANSITIONED TO INTRODUCING COURSES.
THOSE ARE THE MESSAGES THAT WE'RE WORKING THROUGH NOW FOR THAT.
>> DO WE HAVE ANY ACTIVE, OUTBOUND, USING THE DIGITAL EXPERIENCE AND ALL, IF I GO TO A SIMILAR WEBSITE, THAT WEBSITE KNOW THAT IS I'M THERE, IT ALSO KNOWS WHO I AM? IT ALSO IS ABLE TO ALLOW ME TO KNOW, SO, IF I'M LOOKING FOR A COLLEGE, IF WE HAD AN OUTBOUND PROGRAM TIED TO THAT, SOMEBODY CAN CALL THAT PERSON RIGHT THEN, AND SAY, CAN I HELP YOU WITH DALLAS COLLEGE, WHAT ARE YOUR QUESTIONS ABOUT DALLAS COLLEGE? (INDISCERNIBLE) USES IT, THAT IF THEY SEE YOU LOOKING AT A RED CHEVY, THEY KNOW WHAT OPTIONS THAT YOU PUT ON THERE, THE SALESMAN CALLS RIGHT BACK AND SAYS, I JUST GOT IN ON THE TRUCK, A RED 350 BLAH BLAH BLAH BLAH, SO, ARE WE DOING SOME OF THAT?
[01:50:02]
SO, WE ARE, IMPLEMENTING SALES FORCE, AND SALES FORCE HAS A CHAT BOT, AND THAT'S ARTIFICIAL INTELLIGENCE.RIGHT NOW, WE DON'T HAVE THE ABILITY TO DO IT.
>> BUT WE'RE HEADING INTO THAT DIRECTION." >> >> YES.
BECAUSE THE LIVE CALL BACK CAN SEAL THE DEAL.
>> WE HAVE A CAMPAIGN CALLED "TELL ME MORE", AND I CAN PUT IN AN E-MAIL INTO A FORM, AND THERE'S AN AUTOMATED BATCH OF SIX EMAILS THAT WOULD COME TO YOUR INBOX FOR THE NEXT SIX WEEKS.
SO, IT'S A NUDGE, ALL ALONG THAT BRINGS YOU, THEN, CLOSER AND CLOSER, AGAIN.
WHAT YOU'RE TALKING ABOUT IS WHAT GETS ME IN TROUBLE WITH MY AMAZON PRIME ACCOUNT, RIGHT, IT'S THE ABILITY TO ESTIMATE PURCHASES BASED ON PREFERENCES AND LIKES.
>> I KNOW THAT EDUCATION, YOU KNOW, I SIGNED UP FOR CORNELL AND A FEW OTHER PLACES OFFERING CRYPTO CURRENCY, AND I GET A WEEKLY NOTICE NOW OF EVERY CURRICULUM THAT THEY'RE OFFERING THAT HAS TO DO WITH CRYPTO CURRENCY.
SO, I KNOW, IT'S JUST MATTER OF US, PLUGGING AND PLAYING.
>> YEAH, AND AS YOU OPTED INTO THAT, THAT'S HOW THE MESSAGE STRUCTURE THEN BEGAN.
SO, THIS IS THE NEXT ONE, AND TRUSTEE FLORES, I WANTED TO BRING IT TO YOUR ATTENTION.
>> IT CONTINUES IMPROVEMENT, RIGHT? SO, IT'S DIFFICULT SOMETIMES AS WE LEARN FROM OUR VIEWERS WHO USE OUR WEBSITE, BUT, ALSO THE INTERESTED PUBLIC, IT'S ALL ABOUT HOW WE MAKE THINGS BETTER.
SO, IN THE OLD DAYS, WHICH WAS A MONTH AGO.
[LAUGHTER] >> THAT'S ABOUT HOW IT IS.
>> SO, THE QUESTION, BECOMES, WHEN I SEE, I THINK THERE'S A POFT, WHAT DOES THAT MEAN? AND SO, WE WERE ABLE TO THEN PUT COURSE DESCRIPTIONS WITH THAT, POFT IS PROFESSIONAL OFFICE TECHNOLOGY.
AND THE BACK IS ALL OF THESE DESCRIPTIONS COME FROM ANOTHER DATABASE USED IN OUR ACADEMIC SCHEDULING.
THERE ARE A LOT OF SYSTEM MOVES THAT I HAVE TO CREDIT THE TEAM FOR IN ORDER TO MAKE THIS WORK.
BUT, IF IT'S THE RIGHT THING TO DO, IT'S THE RIGHT THING TO DO.
AND IF ONE PERSON IS TRYING TO LOOK FOR WHY THIS READS THAT WAY, IT'S WORTHY OF A FIX AND BEING ADDRESSED.
>> THIS IS EXCELLENT, AS A MATTER OF FACT, THE LAST TIME I WAS TOLD THIS WAS FIXED, I WENT IN AND LOOKED AND IT HADN'T.
>> I TOLD THE TEAM THAT YOU'VE ASKED TWICE.
AND IF YOU ASKED A THIRD TIME, THEY WOULD RECEIVE YOUR PHONE CALL.
>> [LAUGHTER] >> HOUR CAMPAIGN SPECIFIC LANDING PAGES.
AGAIN, I LABELLED THIS MANIFESTING THE PROMISE.
WE NEED TO SEE THE AUTHENTICITY WITH THE WEBSITE, IS THE BRAND PROMISED THERE AND WILL YOU DELIVER AS A CAMPUS.
THEN, WE HAVE LANDING PAGES THAT REFLECT DIFFERENT GRAPHICS, WE HAVE A PICTURE OF ALE YOUNG WOMAN AND A CHILD, GROUP PICTURES.
EVERYBODY WANTS TO BE IN A GROUP AND BE COMFORTABLE THERE AND ASK QUESTIONS THERE AND NOT FEEL STUPID.
>> I DON'T WANT TO GO INTO A ROOM, FEEL DUMB THAT I HAVE TO ASK THIS QUESTION.
SO, WE TAKE THAT AWAY FROM THAT.
AND AGAIN, WE PROGRAM THAT INTO THE SESSIONS.
AND THEN WORKFORCE DEVELOPMENT.
THE BIG PIECE OF WORKFORCE DEVELOPMENT AS IT RELATES TO JOB TRAINING AND CAREER PREP AND ENGLISH AS A SECOND LANGUAGE.
THIS WEBSITE IS BEING OVERHAULED AS WE SPEAK, AND OUR TEAM IS SUPER PROUD OF THAT.
BUT IT'S A SIGNAL OF COLLABORATION AND COOPERATION ACROSS MULTIPLE GROUPS IN DALLAS COLLEGE TO SAY HOW DO WE TELL THE STORY BETTER, AND THEN, HOW DO WE MONITOR PEOPLE WORKING THROUGH IT TO BE SURE THAT THE STEPS A CLEAN AND CLEAR AND THE LANGUAGE IS PRECISE AND HOW TO WE REFLECT THE ABILITY TO CONVERT THE ENTIRE WEBSITE OF THIS TO SPANISH OR WHATEVER LANGUAGE IS NEEDED TO BE TOTALLY RESPONSIVE TO THE COMMUNITY.
SO, THOSE ARE IMPORTANT ELEMENTS THERE.
>> SO, TALKING ABOUT LANGUAGES.
[01:55:02]
I'VE SEEN ON A COUPLE OF WEBSITES, I THINK CITY OF DALLAS BEING ONE IS A DROPDOWN MENU AND THEY HAVE ALL THE LANGUAGES TO DROPDOWN AND IT'S REALLY COOL.>> IF ENGLISH IS A SECOND LANGUAGE, I NEED TO BE ABLE TO RECEIVE IT AND UNDERSTAND IT AND THEN BE ABLE TO APPLY IT.
IT'S HARD SOMETIMES WHEN WE MAKE PEOPLE TRY TO TRANSLATE LAYERED, COMPLEX INFORMATION AND TRYING TO APPLY THAT.
I LOVE ALL THE PRESENTATIONS THAT WE'RE SEEING.
AND THEY'RE ALL ABOUT ENROLLING AND BEING INTERESTED IN THE SCHOOL, AT WHAT POINT DO WE GET TO SHOW RESULTS? AT WHAT POINT DO WE ADD, SO, THIS COMPANY HIRED THIS MANY PEOPLE? I MEAN, ARE WE PLANNING ON DOING SOMETHING LIKE THAT? BECAUSE, I DON'T WANT TO SPARK A LOT OF DREAMING, IF WE'RE NOT GOING TO PRODUCE.
AND WE ALSO HAVE TO PROVE THAT WE PRODUCE.
>> SO, I'M HOPING THAT THAT'S GOING TO BE PART OF THE FUTURE.
>> AND THAT IS EXACTLY WHAT TRUSTEE BOYD HAS VOICED AND WE'VE TALKED ABOUT IT A LOT IS WHERE IS THE CORPORATE INTERPLAY INTO EACH OF THESE THINGS.
I'M NOT SAYING A WALL FULL OF LOGOS, BUT WHERE'S THE PATHWAY FROM ENROLLMENT TO CORPORATE PLACEMENT.
WE HAVE SOME STEPS IN THERE AND WE HAVE EACH STEP LINED OUT, IS IT CLEARLY STATED ON THE WEBSITE? HOW DO YOU GO FROM HERE TO PEPSI CO? NO, WE'RE GETTING THERE, BUT LAST FRIDAY'S EVENT WAS HOW WE BRING THIS CLOSER TOGETHER.
SO, THE FACT THAT WE ARE HAVING THESE TYPES OF SWINGSAL CONVERSATIONS WHERE ALL THE RIGHT PEOPLE ARE IN THE ROOM SAYING LET'S WORK TOGETHER AND YOUR STEP SHOULD NOT START WHERE MINE ENDS.
THE OVERLAP NEEDS TO HAPPEN SO IT'S A SEAMLESS TRANSITION THROUGHOUT.
>> DO YOU ALL HAVE INDUSTRY DAYS IN WHICH THEN, LIKE, COMPANIES SHOW UP AT OUR CAMPUSES, BACK IN '02 WHEN I WENT TO COLLEGE, THERE WAS A PLACEMENT CENTER.
>> [LAUGHTER] >> WE HAD, AN ADDING MACHINE.
BUT, WE HAD A PLACEMENT CENTER, AND SO AS PEOPLE WERE THERE AND ALL, THOSE VENDORS WOULD COME IN LIKE TRACTOR SUPPLY CAME AND INTERVIEWED ME, GENERAL FOODS, HAVE WE DONE THAT?
>> WE'VE DONE A NUMBER OF THEM LATELY, JOB FAIRS, BUT, YES, EMPLOYERS COME ON ALL THE DIFFERENT CAMPUS LOCATIONS, SOMETIMES IS INDUSTRY SPECIFIC AND SOMETIMES GENERIC.
ONE OF THE MOST RECENT WAS HEALTH CARE.
WITH A WHOLE LOT OF HOSPITAL PARTNERS WHO ALL CAME TO TALK TO OUR STUDENTS.
>> I HAD THE SAME INFORMATION, AND CATALINA BROUGHT IT UP.
I'M ABOUT SPENDING MARKETING PROFESSIONALISM, I WANT YOU TO WET THE APPETITE WITH ADS ON TV AND RADIO AND EVERYTHING TO EMPLOYERS.
YOU GOT A PROBLEM? WHY DON'T YOU GO TO DALLAS COLLEGE? WE COULD FIX IT.
>> I THINK THAT WE NEED TO HAVE MORE ON THAT SIDE OF THE MARKETING TO DO THAT.
I THINK THAT WILL THEN SAY TO STUDENTS, WAIT, THEY'RE HELPING ME GET A JOB, AND THEY MAY SEE, PUT THE TWO TOGETHER.
>> WE ARE GOING TO USE THAT AS A BUSINESS ENGAGEMENT STRATEGY.
I NEED EMPLOYEES, I NEED TALENT, WANT TO BE A HOST FOR APPRENTICES OR INTERNSHIPS.
I WANT TO SPONSOR FOR EVENTS, AND BEING ABLE TO DRIVE THEM, VERY SIMPLY WITH THAT, THAT FEEDS INTO SALES FORCE THEN LETS US ENGAGE THE BUSINESS HOW.
>> A GOOD EXAMPLE OF HOW YOU TAKE THESE OR USE THIS AND TAKING IT TO THE STUDENT, WHEN, UM, UT SOUTHWESTERN WAS OPENING THE NEW FACILITY, THEY WERE HIRING 60-70 PEOPLE.
THEY WENT TO THE MAYOR AND ASK TO USE THE FIELD HOUSE.
THEY HAD THE FIELD HOUSE AND HAD OVER 500 PEOPLE APPLY FOR THOSE JOBS.
[02:00:08]
SO, I THINK ACTIVITIES LIKE THAT, WHICH, WHICH, I KNOW THAT WE DO A LOT OF STUFF, AND THERE'S SOME THAT WE JUST TALKED ABOUT.YOU KNOW, TODAY FROM 9:00 A.M.-NOON, IT WOULD HAVE BEEN GOOD TO HAVE THAT KIND OF PROGRAMMING FOR THE BOARD.
LET US HEAR THE STUFF THAT WE NEVER HEAR ABOUT.
LET US KNOW, BECAUSE Y'ALL ARE DOING SO MUCH THAT WE THINK WOULD BE GOOD, AND COME TO FIND OUT, YOU'RE ALREADY DOING IT.
AND, ESPECIALLY WITH THE THREE OF US NEW BOARD MEMBERS FOR SURE, WOULD LOVE TO KNOW SOME OF THE STUFF THAT Y'ALL DO THAT WE JUST DON'T REALLY GIVE YOU ENOUGH CREDIT FOR.
SO, MADAM CHAIR I WOULD LIKE TO HAVE OUR BOARD MEETINGS TO CONTAIN INFORMATIVE, WHAT IS 20-35 MINUTES WITH OUR BOARD MEETINGS, THAT'S LIKE WHAT THE CHANCELLOR IS DOING AT THE BOARD MEETINGS, TALKING ABOUT OUR WINS AND SUCCESSES.
PERSONALLY, I WOULD LIKE TO SEE THAT HAPPEN.
>> HOW DO WE GET THIS INFORMATION OUT TO THE STUDENTS, THAT THERE WOULD BE A JOB FAIR OR THAT THIS COMPANY'S GOING TO BE HERE?
>> THEY'RE ON-CAMPUS AND MOST GOES THROUGH OUR CAREER SERVICES AREA.
AND IT'S A PARTNERSHIP BETWEEN THE EMPLOYER RESOURCE PEOPLE ON MY SIDE, THE WORKFORCE ADVANCEMENT, THEY WORK WITH THE EMPLOYERS AND CAREER SERVICES TO BE SURE THAT THE STUDENTS KNOW AND SHOW UP.
>> AND IS THAT JUST THAT ONE CAMPUS THAT IT'S HAPPENING, OR DOES IT GET TO THE OTHER ONES?
>> IT GETS TO A VARIETY OF CAMPUSES.
>> SO, TRUSTEE BOYD, ARE YOU ASKING FOR INFORMATION MORE ON HOW WE'RE PLACING OUR STUDENTS?
>> I WOULD LIKE TO SAY, LET'S PUT IT THIS WAY, PASS AROUND THE LEADERSHIP TEAM A DRAG TALK, GIVE THIS MONTH IT'S THIS TO BAG, AND THE NEXT ONE, THE NEXT ONE IS BRAGGING AND BE ABLE TO HIGHLIGHT SOME OF THE PEOPLE WHO HAVE DONE WELL STAFF WISE, AND BRING THEM IN HERE AND JUST HELP US TO BETTER UNDERSTAND WE KNOW THAT THE STAFF'S DOING, BECAUSE EVERY TIME YOU DIG DEEPER, YOU FIND SO MUCH FRUIT THAT WE NEVER KNEW ABOUT.
NOT THAT WE HAVE TO, BUT IT MAKES US MORE JUBILANT.
>> I WOULD LIKE ANSWERS FOR ALL THE COMPLAINTS THAT I GET.
I WOULD LOVE TO GET THE KIND OF INFORMATION.
IF THE HOSPITAL WHERE WE DID DIFFERENT TYPE SURGERIES, I DON'T THINK WE WANT TO DO THAT.
>> [LAUGHTER] >> I APPRECIATE IT, AND CERTAINLY IT IS, WHAT I'VE BEEN TRYING TO DO DURING REGULAR 4:00 BOARD MEETING TO CELEBRATE AND BRING IN STAFF, FACULTY AND STUDENTS SO THAT WE COULD HIGHLIGHT SOME OF THESE THINGS.
WE TRY TO DO THAT SOME WITHIN THE COMMITTEE MEETINGS, WHERE WE'RE DOING THINGS DIFFERENT THINGS, INNOVATION THINGS, LIKE, WE BROUGHT IN THE AUTONOMOUS TRUCK.
BUT, I APPRECIATE WHAT YOU'RE TALKING ABOUT AND WE CAN FIGURE OUT HOW TO DO THAT EVEN MORE SO.
>> JUST A POINT TO ADD ONTO THAT, AND CORRECTLY, CHANCELLOR, ON THIS, BUT, THE SIGHT SELECTION WORLD IS AWARE THAT WE AS DALLAS COLLEGE RECEIVED BIOTECH.
NOW, IS DALLAS THE PLACE TO WILL HE INDICATE, BECAUSE OF THE TRAINING ARM THAT WILL HAPPEN THROUGH THIS CONSORTIUM? CORRECT?
THE GUY LEADS THE ECONOMIC DEVELOPMENT WORK TALKED ABOUT IT AT DALLAS REGIONAL CHAMBER BOARD MEETING.
HE TOLD STORIES OVER THE LAST 10-12 YEARS OF COMPANIES THAT BIOTECH COMPANIES WHICH ARE TERMED THE FRUITS OF DALLAS.
WHERE THE STATE PUT $30 MILLION ON THE TABLE TO COME HERE, BUT, IN THE END, THEY DIDN'T, THEY WENT TO NORTH CAROLINA, TO THE TRIANGLE THERE, BECAUSE OF THE WORKFORCE, BECAUSE OF THE COLLABORATION, AND HE SAID, NOW, BECAUSE OF WHAM DALLAS COLLEGE IS DOING, TO BE THE ANCHOR AND THE QUARTERBACK IN THAT SPACE, THEY'VE ALREADY BEGUN TO HEAR FROM COMPANIES ABOUT COMING TO DALLAS NOW.
>> SO, INCREASINGLY, THAT'S POSITIONING THE WORK THAT WE'RE DOING.
>> SO, THIS NEXT SLIDE, WE HAVE A FEW MORE, THE NEXT SLIDE IS ENROLLMENT OUTREACH.
THESE ARE A VARIETY OF DIFFERENT FLIERS WHICH A PRINTED, EMAILS, IN AN ELECTRONIC NEWS LETTER, IT STEPS THE STRANDY THROUGH WHATEVER PROCESS OR PART OF THE PROCESS THEY'RE IN AS THEY ARE TRYING TO BE ADMITTED INTO THE WORLD OF
[02:05:06]
DALLAS COLLEGE.ONE'S AN INTRODUCTION TO A PROGRAM, AND IT STEPS INTO STUDENT ORIENTATIONS, AND SUPER SATURDAY REGISTRATIONS.
THESE ARE ALL MAJOR EVENTS PRODUCED THROUGH THE STUDENT SUCCESS SHOP.
THERE'S A LOT OF DALLAS COLLEGE EMPLOYEES, WORKING A LOT OF NIGHTS AND EVENINGS, AND WEEKENDS TO MAKE SHE'S EVENTS WORK.
SHOUT OUT TO THAT GROUP BECAUSE THAT'S A GRIND SOMETIMES.
AND AT THE BOTTOM, WE MENTION DALLAS PROMISE AND NUDGES.
NUDGES FOR MISSING ITEMS, MAY BE YOU HAVEN'T QUITE FINISHED YOUR APPLICATION FOR DALLAS COLLEGE.
OR MAY BE YOU HAVEN'T FINISHED YOUR PRE-APPLICATION FOR FEDERAL AID.
WE KNOW THERE'S AN APPLICATION TOUT THERE YET TO BE COMPLETED.
SO, A LOT OF THAT WORK LEADING INTO THE BEGIN RING OF THE SEAMIEST IROF -- SEMESTER.
WE HAVE THE ANALYTICS AND DATA THAT TELLS US WHAT THEY NEED AND SO WE'RE INTENTIONAL ON HOW WE MESSAGE THAT BACK TO THEM.
TEXTING AND CHAT, IS ANOTHER WAY.
WE HAVE STUDENTS SAYING, WE'RE BLOCKING YOUR EMAILS, DALLAS COLLEGE.
SO, WE BALANCE OUT HOW MUCH WE SEND TO PEOPLE, HOW DO WE TIME THAT AND WHAT TYPE OF STRATEGY DO WE HAVE? SO, AGAIN, THESE ARE BILINGUAL RESPONSE CAPABILITIES AND ALSO HOW WE'RE MANAGING THAT 6:00 P.M.-MIDNIGHT SHIFT TO BE SURE THAT EVERYTHING THAT WE OFFER TO STUDENTS IS AVAILABLE TO THEM.
WE STARTED WITH THIS SLIDE AND WRAP UP WITH IT, SO, THE ONES INVOLVED ARE THE ONE THAT IS HAVE AN ANNUL ANALYTIC REPORT.
AND WHAT HAPPENED DURING THAT I'M.
NOW, THERE'S A LOT OF LINES HERE, BUT IT ALLOWS US TO SEE, TO YOUR POINT T TRUSTEE BOYD, USERS, THOSE WITH AN ANALYTIC, THOSE WHO ARE NEW SO I NEED TO COMMUNICATE SOME DIFFERENT MESSAGES TO YOU.
WE'RE ABLE TO TELL, WHAT HIT THE FRONT PORCH OF THE WEBSITE.
SO, WE HAVE A NONE SECTION HERE, AND THAT'S SOMETHING I'M ASKING ABOUT, WHAT DOES NONE MEAN IN TERMS OF THE GOOGLE ANALYTIC, DOES THAT MEAN ALL OF DALLAS COLLEGE USES THE HOME PAGE THERE? IT GIVES US FREEDOM TO UNDERSTAND THAT AND TRY TO ADDRESS IT.
SO, THE NEXT HIGHEST SEARCH OR THE WAY PEOPLE REACH US IS AN ORGANIC SEARCH AND HERE'S WHAT I LIKE ABOUT THIS, AND WHY IT'S ENCOURAGING.
THE ORGANIC SEARCH MEANS SOMEBODY TYPED INTO THE BROWSER "DALLAS COLLEGE".
AND WHEN YOU TRACE THAT BACK TO THE GENERAL AWARENESS CAMPAIGNS MEANS THAT WE'RE STARTING TO REPOSITION THIS SYSTEM IN PEOPLE'S MIND BEYOND JUST SEVEN DIFFERENT CAMPUSES, IT IS DALLAS COLLEGE.
SO, A HIGH REGISTER OF GOOGLE ANALYTICS, TELLS ME THAT PEOPLE ARE TYPING IN DALLAS COLLEGE.
AND THAT'S A GOOD THING, BECAUSE THAT SHOWS OUR EFFORT TO TRANSFER INTO THIS SYSTEM IS SUCCESSFUL.
REFERRAL, THESE ARE IF SOMEBODY READS A STORY ABOUT US AND A DALLAS COLLEGE LOGO IS THERE, AND THEY CLICK ON IT, THAT GOES BACK TO OUR WEBSITE.
AND, AGAIN, WHAT THIS INFORMATION ALLOWS US TO DO IS SMARTEN UP OUR CAMPAIGN.
WE CAN BECOME TARGETED, BETTER THE WAY THAT WE SERVE IMAGES AND MESSAGING TO THE AUDIENCES WE'RE INTENDING TO SERVE.
>> SO, IT'S SAYING HERE, NEW USERS, 1.9 MILLION.
I MEAN, WHERE ARE WE GETTING THEM FROM? IS IT POSSIBLE TO KNOW WHERE THESE NEW USERS ARE?
AND THAT'S WHERE MY FOUR MONTHS ON THE JOB STARTS TO SHOW A BIT.
WE'RE DIGGING INTO WHERE THESE PEOPLE ARE AND WHERE THE BROWSERS REGISTER BACK TO.
WHAT'S THE ORIGIN OF THAT AND HOW WE BETTER UNDERSTAND THE POPULATION OF THE GRAPHIC.
>> AND IN TERMS OF THE USERS, IT'S ALMOST 2 MILLION, SO, ANYWAY, WE'RE REAL INTERESTED TO KNOW, BECAUSE, SUPPOSEDLY, I UNDERSTAND THAT THE SECRET
[02:10:04]
THING, I MEAN, WE HAVE HERE, WHAT 3 MILLION PEOPLE.>> BACK THE COMMENT AND I KNOW THAT WE TALKED ABOUT THAT BEFORE.
WHEN YOU LOOK AT HOW WE PRESENT DIFFERENT ADVERTISEMENTS OR MESSAGING TO DIFFERENT PEOPLE, WHERE EVER THEY ARE, BASED ON HOW, AND THE POPULATIONS THAT WE SERVE.
IT MAY BE A GOOD THING THAT YOU HAVEN'T SEEN ANYTHING FROM DALLAS COLLEGE.
BECAUSE THAT MAY NOT BE THE WAY THE AD IS SET UP TO TARGET YOU WITH.
YOU NAY SEE OTHER TYPES OF MESSAGING, BECAUSE YOU VISITED DALLAS COLLEGE BEFORE, YOU MAY SEE A BANNER AD BECAUSE THEY KNOW THAT YOU'VE VISITED THE DALLAS COLLEGE WEBSITE.
SO, THIS IS THE WORK OF THE NEXT GENERATION OF THE NEW DALLAS COLLEGE MARKETING DEPARTMENT.
IS HOW WE DOUBLE DOWN ON THE DIGITAL DATA AND INFORMATION ON SMARTENING OUR ADS UP.
>> MAY I ASK YOU ANOTHER QUESTION?
>> DO WE HAVE ANYWAY THAT WE TAR GET PEOPLE WHO DROPPED OUT, SO, THE MESSAGE IS LIKE "COME FINISH YOUR CERTIFICATE?" OR DIDN'T YOU MEAN TO GRADUATE.
ESPECIALLY SINCE THE STUDENT LOAN THING HAPPENED, WE MIGHT BE ABLE TO PICK UP A WILL THE OF THOSE PEOPLE.
>> WHEN WE TALK ABOUT STOP OUTS, WHEN HE DO A LOT OF DEEP FOCUS GROUPS WITH PEOPLE, NO ONE WANTS TO SAY, I'M NEVER GOING BACK TO COLLEGE, THEY JUST STOP OUT FOR A BIT.
IT'S HOW PEOPLE SAY THEY STEPPED AWAY FROM COLLEGE.
SO, WHEN WE'RE ABLE TO LOOK AT WHO WAS ENROLLED LAST FALL BUT THEY'RE NOT HERE WITH US THIS TIME, WHO IS THAT GROUP AND HOW DO WE DRILL INTO THAT TO SAY WHAT IS THE RECOVERY STRATEGY, MAY BE THEY WERE ON ACADEMIC PROBATION OR SUSPENSION MAY BE THEY HAD TO STEP AWAY FROM CHILDCARE, BUT, THE ABILITY TO HONE IN ON THAT POPULATION SO UNDERSTAND HOW TO GET THEM BACK INTO PLACE TO COMPLETE WHAT THEY STARTED.
IT'S THE NUMBER ONE GOAL OF WHAT DR. JOSEPH AND HER TEAM DOES.
AND THAT'S WHAT BRINGS US TO THIS ONE.
UTILIZING SEMESTER PERFORMANCE DATA TO IMPROVE MARKET'S MESSAGE CONTENT, SEQUENCE AND FREQUENCY.
AND THERE ARE A COUPLE OF DIFFERENT POINTS HERE, THERE ARE VERTICAL LINES AND WHAT THOSE LINES REPRESENT IS THAT'S WHEN WE PULL DATA INSTRUCTIONS THAT HOOK INTO THE SEMESTER, WHO STARTED WITH US, AND WHO WAS HERE WHEN IT WAS OVER.
AND THAT GIVES YOU A LOT OF GOOD INFORMATION ON WHO STARTED WITH US AND WHO ENDED WITH US, BUT THE BIGGER GOAL IS HOW TO PULL THAT SAME EXTRACTION FIVE OR SIX TIME AS SEMESTER TO GET A FLOW OF THE RETURN.
IF STUDENTS ARE DROPPING OUT BETWEEN THE FIRST DAYS OF CLASSES AND WHEN WE CERTIFY STUDENTS FOR BEING HERE.
WE HAVE A STRATEGY TO COUNTER THOSE DROPS.
THIS IS A MELT RATE, FOR STUDENTS WHO MELT OFF, FOR ANY REASON.
SO, WHAT THE RED LINES REPRESENT ARE WHAT KINDS OF DISRUPTIONS OR INTERVENTIONS AS WE AS DALLAS COLLEGE DO TO PREVENT THAT FROM HAPPENING.
SO, IF WE KNOW CHILDCARE WILL BE AN ISSUE OR THESE EXAMS WILL BE TOUGH, HIT THAT WITH SUPPLEMENT IN INSTRUCTION.
SO, THIS TYPE OF APPROACH HELPS US SMARTEN UP ON OUR MESSAGING, AND FREQUENCY AND TILING OF THOSE MESSAGES.
RIGHT WHEN THE STUDENT FEELS LIKE GIVING UP, WE COUNTER THAT.
AND IF EACH OF YOU WANT ONE OF THESE, THIS IS A NOTE OF AFFIRMATION.
MENT WE TESTED THESE, AND FOR STUDENTS WHO ARE ABOUT RIGHT HERE IN THE FIRST TWO BARS ON WHAT DID I GET MYSELF INTO WITH COLLEGE, I KNOW THAT I HAVE SUPPORT, BUT I'M STRUGGLING RIGHT NOW.
THESE ARE MESSAGES THAT WE PUT IN FRONT OF THEM THAT SAY, YOU ARE ENOUGH, YOU CAN DO THIS.
AND IT'S SUPPORT ON WHO WE'RE AS DALLAS COLLEGE TO HELP THEM.
THIS IS ALL WITHIN THE FRAMEWORK OF THE STRATEGIC PRIORITIES AND EVERYTHING TIED TO WHAT THIS BODY HAS SET IN MOTION IN DALLAS 20/30, THAT'S ABOUT AN ALIGNMENT OF MESSAGING AND AUTHENTICITY, AND GENUINE EXPERIENCE AS WE TAKE STUDENTS THROUGH US AND TO US FOR THEIR GOALS OF THEIR LIVES OF THEM AND THEIR FAMILIES.
>> ONE OTHER COMMENT THAT I'VE MADE SEVERAL TIMES THAT I BELIEVE THAT MARKETING COULD REALLY BENEFIT AND ENHANCE PEOPLE'S LIVES IS, I THINK THAT WE NEED TO SPEND A LITTLE BIT MORE SPECIALIZED FOCUS AND TRAINING ON OUR CLERGY OF HELPING WITH OUR RELIGIOUS COMMUNITY.
BECAUSE, THEY'RE THE ONES THAT TYPICALLY GET THE FAMILIES WHO ARE HAVING
[02:15:04]
TROUBLE WITH THE STUDENT.THE STUDENTS WITH THE YOUTH MINISTER WHO IS HAVING TROUBLE AND TO ME, IT'S LIKE YOUR LAST SLIDE, IF WE CAN CATCH THEM BEFORE IT'S TOO LATE, THEN, MAY BE WE CAN.
BUT, THE PROBLEM IS, MOST OF THE RELIGIOUS COMMUNITY TODAY, IN THEIR SEMINARIES DON'T TEND TO TRAIN THEIR PASTORS HOW TO DEAL WITH WHAT WE DEAL WITH.
SO, WE CAN REALLY ADD ANOTHER ARROW INTO THE QUIVER BY BEING THERE FOR THEM AND DO WHAT THEY'RE NOT TRAINED TO DO AND IT'S A GREAT OPPORTUNITY FOR US BECAUSE WE MAY GAIN A STUDENT OR SAVE A STUDENT, BUT WE LIKE BEING ABOUT CHANGING A LIFE.
SO, I WOULD LIKE TO SEE OUR MARKETING GO THERE.
THAT'S WHERE YOU GOT A BUNCH OF GREAT PEOPLE, HOW CAN WE MARKET TO THEM.
I KNOW THAT THE CHANCELLOR'S HAD SEVERAL MEETINGS WITH SOME OF THE RELIGIOUS COMMUNITIES THAT SAID, HEY, WE REALLY NEED THIS KIND OF RELATIONSHIP WITH THE COLLEGE.
BECAUSE THAT COULD BE THE ANSWER, A LOSES THEIR JOB, WELL, WE COULD TEACH THEM HOW TO WE WOULD OR THIS OR THAT AND PUT THEM IN EMPLOYMENT.
AND ONE OTHER AREA THAT I WOULD SAY TO REACH OUT TO OR THE COMMUNITY, THE PANTRIES.
YOU KNOW, THE OUTREACH MINISTRY, FOR EXAMPLE THEY SEE 700-900 FAMILIES EVERY WEEK FOR SOME KIND OF ASSISTANCE.
BUT, THEY NEED ASSISTANCE BECAUSE THEY'RE UNEMPLOYED, THEY DON'T HAVE A JOB.
SO, WE'RE THE ANSWER TO THE PROBLEM.
THEY'RE FILLING THEIR STOMACHS, THEY'RE TAKING CARE OF THEY ARE IMMEDIATE NEEDS.
BUT THEY'RE NOT FIXING THEIR PROBLEM.
AND OUR MARKETING PEOPLE EQUIP OUR PANTRY PEOPLE THAT RUN THE OUTREACH MINISTRIES.
AGAIN, THEY MAY BE CHANGING A LIFE.
>> SO, I WAS GOING TO ASK YOU THIS, HOW MANY PEOPLE DO YOU HAVE ON THE MARKETING TEAM?
I THINK THAT WE HAVE SOME VACANCIES, BEFORE THE UNIFICATION, IT COULD HAVE BEEN NORTH OF 90, SO, WE'RE DOWN FROM THAT.
>> AND HOW MANY OF THEM ARE HERE TODAY?
>> I THINK MOST ARE PROBABLY ONLINE WATCHING.
>> I'M THE DIRECTOR OF CONTENT STRATEGIC, AND STEPHANIE BUTT WITH COMMUNICATIONS.
>> I JUST WANTED TO SAY, THANK YOU TO THE WHOLE MARKETING TEAM, BECAUSE AYE PERSONALLY RECEIVED MANY COMPLIMENTS ON OUR BRANDING, COMMERCIALS, AND THEY'RE REALLY GOOD.
SO, THOSE OUT THERE, YOU ARE DOING A GREAT JOB AND I WANTED TO SAY, GOOD JOB TO THE CHANCELLOR FOR APPOINTING A PRESIDENT FOR THIS JOB.
BECAUSE, WHEN WE FIRST SAID IT, I WAS LIKE, OKAY, THAT'S DIFFERENT.
BUT, YOU REALLY UNDERSTAND WHAT WE NEED.
BECAUSE, YOU SEE IT EVERYDAY WITH OUR STUDENTS.
SO, YOU COULD REALLY TRANSLATE THAT INTO ACTIONABLE ITEMS. SO, EXCELLENT PRESENTATION.
[LAUGHTER] >> TRUSTEE FLORES AND I ARE.
>> SO, PITBULL WAS IN ARLINGTON, AND WE WERE TRYING TO SEE IF A CELEBRITY WAS COMING THROUGH TO LOOK AT FASHION AND TALK MUSIC WITH OUR STUDENTS.
THESE ARE STRANGE PAIRINGS, BUT WE'RE CHASING CELEBRITIES RIGHT NOW.
>> WE'VE THIS THIS CONVERSATION TO, IS THAT I THINK ONE OF OUR GOALS AND OBJECTIVES SHOULD BE THAT WE NEED A SPOKESPERSON OR PEOPLE WHO HAVE BEEN SUCCESSFUL WHO GREW UP IN THE AREA, GONE AND DONE - WE NEED TO HAVE PEOPLE SPEAK FOR DALLAS COLLEGE ONE GOOD EXAMPLE OF WHOEVER ARRANGED THIS ONE, TITLE NINE WAS CELEBRATING 50 YEARS, AND THE SPEAKER WAS A DUNCANVILLE GRADUATE, YOU TALK ABOUT A PERSON WITH INCREDIBLE SPEAKING ABILITY, AN ENTREPRENEUR OWNS A TEA ROOM IN INDIANAPOLIS, THAT'S THE KIND OF PERPETRATOR I WOULD LIKE TO SEE BRING BACK AND HAVING HER TO BE A FEMALE VOICE FOR DALLAS COLLEGE.
BECAUSE, SHE'S REALLY PHENOMENAL.
YOU KNOW, AT ONE POINT, YOU MAY REMEMBER ON THE WEB PAGE, THERE USED TO BE BANNERS, HAD HAD STUDENTS WITH SUCCESSFUL CAREERS AND SO FORTH, AND THEY HAVE SOME
LITTLE PHOTO OR WHATEVER, BUT, I THOUGHT (INDISCERNIBLE) >>.
[02:20:03]
WE HAVE A COUPLE OF COMMERCIALS, IF YOU WANT TO WATCH THOSE.>> THIS IS MARCUS, HE WANTS TO BECOME A TEACHER, SO, HE'S TAKING CLASSES AT DALLAS COLLEGE.
AT DALLAS COLLEGE YOU'RE ENROLLING IN A CAREER, NOT JUST A CLASS.
>> NOW THAT'S WHAT I'M TALKING ABOUT.
>> DALLAS COLLEGE, EDUCATION THAT WORKS.
>> THIS IS CAMILLA, SHE'S A STUDENT AT DALLAS COLLEGE, AND THIS IS HER CAESAR.
REMEMBER OKAY, BUT HOW AM I GOING TO PAY FOR CLASSES?
>> THEY HAVE FREE DART PASSES.
>> I'LL HELP YOU ENROLL TOMORROW.
>> LOOKS LIKE THERE ARE NO MORE EXCUSES.
>> THESE ARE EXAMPLES OF THE MESSAGE THAT SIMPLY SAYS WE'RE THE CONDUIT TO A NEW DAY AND A PATH FORWARD.
>> THANK YOU, BRAD, GREAT JOB.
>> REMAINING ITEMS ON OUR AGENDA, WE HAVE THE COMMITTEE NOTES, AND THE INSTALLATIONS, CHANGES PRAISE, COMPLAINTS.
THERE'S NO NEED FOR AN EXECUTIVE SESSION AND WITH THAT WE WILL ADJOURN AT 3:40.
(MEETING ADJOURNED)
* This transcript was compiled from uncorrected Closed Captioning.