Sep 12, 2023 Finance Committee

YOU TALK. DULY NOTED.

[00:00:02]

[1. Roll Call - Announcement of a Quorum ]

RIGHT. SO WE HAVE TWO OF US THAT ARE HERE.

LEAN ON MYSELF AND IN ACCORDANCE WITH CHAPTER FIVE FIVE, ONE OF THE TEXAS OPEN MEETING ACT CALLED TO ORDER, THE FINANCE COMMITTEE MEETING OF THE

[2. Certification of Notice Posted for the Meeting ]

MEMBERS OF THE PUBLIC WILL FOLLOW THE INSTRUCTIONS ON THE DALLAS COLLEGE BOARD OF TRUSTEES WEBSITE FOR REGISTERING TO SPEAK DURING THE PUBLIC COMMITMENT PORTION WILL BE GIVEN FIVE 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.

SO CHANCELLOR, CAN WE CONFIRM THAT THIS MEETING HAS BEEN POSTED IN ACCORDANCE WITH THE LAW? MR. CHAIR, I CAN CERTIFY THIS MEETING WAS POSTED ACCORDING TO SECTION 551.054 TEXAS GOVERNMENT CODE, AND WE HAD NO ONE REQUESTING COMMENTS AT THIS TIME.

TODAY WE HAVE TWO PRESENTATIONS DURING OUR COMMITTEE TIME.

[4.1. Dallas College Discussion of Reserve Drawdowns and Credit Ratings]

SO, JOHN, IF YOU WANT TO MAKE ANY MORE FORMAL INTRODUCTIONS, YOU CAN.

OKAY. I WON'T GO INTO THEIR HISTORY, BUT WE HAVE BEEN WORKING WITH ESTRADA HINOJOSA AND HILLTOP SECURITIES FOR A NUMBER OF YEARS.

DONNA SCOTT IS OUR EXPERT WITH ESTRADA.

HINOJOSA AND JASON HUGHES IS OUR EXPERT WITH HILLTOP SECURITY.

JUST SO YOU ALL KNOW, WE MAKE THESE PEOPLE WORK FOR THEIR MONEY.

WE CONSTANTLY HAVE QUESTIONS.

THEY DON'T BILL ON AN HOURLY BASIS.

THEY'RE BETTER THAN LAWYERS, YOU KNOW, SO THEY BASICALLY JUST HELP US WITH ALL OF THE THINGS THAT WE'RE TRYING TO DO.

AND WE RUN THEM THROUGH SCENARIOS LIKE YOU WOULDN'T BELIEVE.

SO TODAY WE'VE ASKED THEM TO LOOK AT WHAT WE'RE DOING WITH SOME OF OUR PLANNED CASH RESERVE DRAWDOWNS AND HOW THAT MIGHT AFFECT OUR CREDIT RATINGS AND OTHER THINGS THAT ARE ASSOCIATED WITH THAT.

SO JASON AND DONNA, I'M SIPPING THE LIP AND TURNING IT OVER TO Y'ALL.

OKAY, SOUNDS GOOD.

CHAIR MEMBERS, IT'S GOOD TO BE WITH YOU THIS MORNING.

SO DONNA AND I, YOU HAVE IN FRONT OF YOU A VERY SHORT PRESENTATION.

WE'LL GO THROUGH. I THINK JOHN SET IT UP WELL IN TALKING WITH JOHN AND JESSICA FOR SEVERAL MONTHS NOW, ONE OF THE THINGS THAT WE WERE TRYING TO DO IS GO THROUGH AND LOOK AND SEE WOULD THERE BE ANY IMPACT ON THE CREDIT RATING FROM DRAWING DOWN RESERVES AND THEN ALSO LOOKING AT IT WITHIN THE CONTEXT OF LOOKING AT THE DEBT AND HOW THOSE FUNDS WERE DRAWN DOWN, WHAT THEY WERE USED FOR, THINGS OF THAT NATURE.

SO JUST TO QUICKLY GO THROUGH, AS YOU ALL PROBABLY KNOW, YOUR TRIPLE-A CREDIT RATING, WHICH IS THE HIGHEST CREDIT RATING.

OH, SORRY. GO AHEAD.

THERE WE GO. TRIPLE-A CREDIT RATING, WHICH IS THE HIGHEST CREDIT RATING WITH ALL THREE MAJOR RATING AGENCIES, MOODY'S AND S&P.

I THINK A COUPLE OF THINGS TO POINT OUT IS WHAT A RATING IS AND IS NOT.

AND SO WHAT A RATING IS, IS BASICALLY JUST YOUR CREDIT WORTHINESS, YOUR ABILITY TO REPAY YOUR DEBT.

RIGHT. AND IF THERE WAS AN OPPORTUNITY FOR DEFAULT, HOW LIKELY THAT WOULD BE.

OBVIOUSLY, AGAIN, YOU HAVE THE HIGHEST CREDIT RATING.

SO IT IS EXTREMELY UNLIKELY THAT THAT WOULD HAPPEN.

WHAT IT IS NOT IS IT IS NOT A RECOMMENDATION TO BUY, HOLD OR SELL A SECURITY.

SO THAT'S ONE THING THAT RATING IS NOT IT IS ALSO NOT GUIDANCE TO YOU ON HOW TO RUN DALLAS COLLEGE.

SO THERE IS KIND OF A SEPARATION, IF YOU WILL, OF THE COLLEGE HAS ITS OWN POLICIES IN PLACE, HOW IT BUDGETED OR BUDGETS, HOW IT DOES THINGS OF THAT NATURE.

WHAT THE RATING AGENCY SIMPLY DO IS MEASURE THAT, IF YOU WILL, IN THE FORM OF A CREDIT RATING.

SO AGAIN, MOODY'S AND S&P, THEY TAKE A SCORECARD APPROACH, WHICH IS BASED OFF OF A STRESS CASE SCENARIO.

SO WHAT WE DID IS THIS IS THE S&P SCORECARD.

THIS IS SPECIFIC TO THE FINANCE PORTION.

AND SO THERE'S KIND OF FOUR MAJOR AREAS THAT BOTH S&P AND MOODY'S LOOK AT ECONOMY ONE FINANCE, TWO DEBT AND PENSIONS THREE AND MANAGEMENT SLASH POLICIES IS FOR THIS SPECIFICALLY LOOKS AT THE FINANCE PORTION OF IT.

WHAT WE DID IS WE WENT THROUGH AND BASICALLY SAID, OKAY, IF THERE WAS A DRAWDOWN WITH THAT PUTS YOU INTO A DIFFERENT RATING METRIC.

[00:05:03]

THAT WOULD BE ONE AREA THAT WOULD DROP IN THAT SPECIFIC METRIC.

NOW, THAT DOESN'T MEAN THAT THAT'S A RATING DECREASE.

THAT SIMPLY MEANS IN THAT ONE VERY SPECIFIC METRIC THAT THAT WOULD GO A LITTLE BIT WEAKER.

GENERALLY SPEAKING, WHENEVER YOU SEE A RATING DOWNGRADE, IT'S BECAUSE YOU HAVE MULTIPLE BAD THINGS HAPPENING OR MULTIPLE NEGATIVE METRICS OCCURRING.

SO IF YOU WERE SPENDING DOWN YOUR FUND BALANCE, IF YOUR TAX BASE WAS FALLING, THINGS LIKE THAT, THOSE THINGS START TO COMPOUND.

THAT'S GENERALLY WHEN WE SEE A RATING DOWNGRADE.

SO JUST SIMPLY MOVING TO A DIFFERENT METRIC DOESN'T SIMPLY OR DOESN'T MEAN THAT THAT'S A RATING DOWNGRADE.

SO I THINK THAT WE'RE RELATIVELY COMFORTABLE THAT GIVEN THAT AND GIVEN.

THE OTHER AREAS OF STRENGTH THAT YOU HAVE THAT OFFSETS THAT, THAT WE WOULD NOT BE LOOKING AT A DOWNGRADE SITUATION.

WITH MOODY'S, SAME THING.

AND IN FACT, MOODY'S ACTUALLY A LITTLE BIT STRONGER.

AGAIN, THEY HAVE DIFFERENT METRICS.

SO WHEN I SAY STRONGER, IT'S SIMPLY RELATED TO MOODY'S METRICS.

S&P HAS SLIGHTLY DIFFERENT METRICS.

SO AGAIN, WE FEEL VERY COMFORTABLE IN LOOKING AT PAGE FIVE.

THIS IS INFORMATION THAT WE TOOK TO DO THAT ANALYSIS AND LOOK AT THAT.

SO AGAIN, VERY STRONG AND THAT'S WHY YOU HAVE AND HAVE HAD FOR EXTENDED PERIOD OF TIME, TRIPLE-A CREDIT RATINGS.

ONE OF THE THINGS THAT WE ALSO WANTED TO BRIEFLY TOUCH ON WAS THE OUTSTANDING DEBT.

AND SO AS YOU CAN SEE HERE, YOU HAVE FIVE ISSUES OUTSTANDING.

WE HAD THE ORIGINAL PAR AMOUNT ON THERE AND IN THE CURRENT PAR AMOUNT.

SO YOU CAN SEE WHAT IS NOW OUTSTANDING AND THEN YOUR FINAL MATURITIES.

THE NICE THING IS YOUR DEBT IS PRETTY SHORT AT THIS POINT.

AND IN FACT, IF YOU LOOK AT 2023, WHENEVER WE ISSUED THE LAST NEW MONEY ISSUE, WE ACTUALLY SOLD THAT OVER A 15 YEAR TERM BECAUSE WE HAD THE FLEXIBILITY TO DO THAT AND WE COULD DO THAT WITHIN OUR TAX RATE CONSTRAINTS.

SO THAT WAS CERTAINLY SOMETHING THAT AS INTEREST RATES HAVE GONE UP, OF COURSE, AS EVERYONE KNOWS, IF YOU GO BACK TO MARCH 2022, THAT'S WHEN THE FED STARTED RAISING SHORT TERM INTEREST RATES.

GENERALLY SPEAKING, WE'VE SEEN KIND OF INTEREST RATES IN GENERAL GO UP.

SO THAT WAS ONE OF THE THINGS THAT WE WERE SENSITIVE TO, IS TRYING TO CONTROL THAT COST OF CAPITAL.

IF YOU LOOK OVER ON THE FAR RIGHT HAND SIDE, THE TRUE INTEREST COSTS, AS YOU CAN SEE THERE, WE HAVE DEBT ANYWHERE FROM 0.63%.

THE REFUNDING BONDS ARE IN THE 1% RANGE.

AND THEN AGAIN, EVEN ON THE TAXABLE SIDE AT 3.8%.

AND THEN ONCE AGAIN, THAT 20, 23, 3.6, SIX, 5%, IS THAT ANOTHER WAY YOUR YOUR COST OF DEBT SERVICE IS VERY, VERY.

ONE THING WE DO HAVE IN BOARD POLICY IS OUR AVERAGE MATURITIES CANNOT EXCEED 25 YEARS.

SO THAT WAS ONE OF THE OTHER REASONS, TOO, WHY WE'RE ABLE TO ISSUE 15 YEARS.

WE HAD THE LUXURY OF DOING THAT.

WE WOULD ALWAYS TRY TO ISSUE ON THE SHORT END.

NORMALLY, THIS COLLEGE HAS A HISTORY OF ISSUING 20 YEAR MATURITY.

SO WHEN WE PASSED THE WE ABLE TO GO OUT FOR TWO YEARS, I DON'T KNOW ANYBODY THAT'S ON THAT IN HIGHER ED.

30 IS A POSSIBILITY, BUT WE HAVE A LIMIT THAT THE AVERAGE MATURITIES NEED TO STAY UNDER 25 YEARS.

AND THAT'S IMPORTANT. AND ONE THING THAT'S A GREAT POINT FROM JOHN, ONE THING I WOULD ADD, TOO, IS WHENEVER WE WERE LOOKING AT THE $1.1 BILLION BOND ELECTION, WE HAD ACTUALLY MODELED SEVERAL OF THE SCENARIOS AT 25 YEARS THINKING THAT DEPENDING ON WHAT HAPPENS WITH TAX VALUES, WITH INTEREST RATES, THAT THAT COULD BE A REALITY.

EVEN AGAIN, WITH THE RISE IN INTEREST RATES, WE'VE SEEN TAX VALUES INCREASE ABOVE WHAT WE HAD PROJECTED.

SO AGAIN, 15 YEARS ON THE.

YES, SIR. THE COLUMN SAYS TRUE INTEREST COST.

IT'S GOT THE RATE.

THAT'S NOT REALLY THE COST, THOUGH.

I MEAN, WHAT IS IT THAT WE PAY? THEY'RE GOING TO LET GO FROM SERIES 2023.

MEAN 345 MILLION.

IT'S 3.6, SIX 5%.

HOW MANY MILLIONS OF DOLLARS ARE WE PAYING IN INTEREST ON THAT? SO THAT IS THE AVERAGE RATE, IF YOU WILL, THAT TAKES INTO ACCOUNT THE TIME VALUE OF MONEY.

SO I WOULD CLASSIFY THAT AS THE RATE YOU'RE PAYING ON THE BOND.

SEPARATE AND APART FROM THAT, NOT TO GET TOO FAR INTO THE WEEDS, BUT WHENEVER WE SELL BONDS, WE SELL SERIAL BONDS THAT HAVE THEIR OWN COUPON AND YIELD FOR EACH SINGLE MATURITY. SAID ANOTHER WAY YOUR 2024 MATURITY, THE COUPON AND YIELD ON THAT WILL BE DIFFERENT FROM YOUR 2027 AS AN EXAMPLE.

SO THOSE ARE AND I APOLOGIZE THAT FINAL MATURITY SHOULD BE 2037.

I JUST NOTICE ON THE 2023, BUT I WOULD NEVER CATEGORIZE THAT AS THE COST OF CAPITAL OF THAT BOND ISSUANCE.

BUT WHEN WE SAY I MEAN THE PARAMOUNT DOESN'T INCLUDE INTEREST, CORRECT? THE PARAMOUNT DOES NOT INCLUDE 300.

I MEAN, WE HAVE $325,000 IN BORROWING, 3.6%.

BUT OVER THE LIFE OF THE BONDS, I MEAN, THAT'S REALLY DOUBLED THERE.

[00:10:05]

BUT I UNDERSTAND I DON'T THINK IT'S THAT CLOSE TO BEING DOUBLE BECAUSE AGAIN, WE DID A 15 YEAR TERM.

I CAN CERTAINLY GET THAT. THAT IS NOT INCLUDED.

SO, YES, I GUESS THE OTHER POINT I MAKE IS THAT THESE THIS IS VERY GOOD DATA INFORMATION IN TERMS OF SHOWING WHAT INTEREST RATES ARE.

BUT I THINK WE AS A BOARD NEED TO KEEP IN FRONT OF US THAT THIS COSTS US MONEY, THIS COST US A LOT OF MONEY, AND WE'RE NOT SEEING THE DOLLAR COST OF THIS LEVEL OF BORROWING IN THESE IN THESE PRESENTATIONS THAT WE SHOULD.

AND ONE OF THE THINGS THAT TISHKA DID WHEN WE WENT OUT TO THE MARKET TO DO THESE, WE STRATEGIZED THAT WE PUT EARLY CALLS ON MANY OF THOSE LONGER TERM MATURITIES THAT IS UNHEARD OF IN THE INDUSTRY.

NORMALLY IT'S A TEN YEAR CALL.

THAT'S THE AVERAGE MARKET OF WHAT PEOPLE DO.

WE DIDN'T DO THAT. WE PUT ONE, THREE, FIVE YEAR CALLS ON ON A LOT OF OUR LONGER TERM MATURITIES BECAUSE WE'VE HAD THAT HISTORY OF CALLING EARLY THAT WE WANTED TO BE ABLE TO DO THAT AND PAY OFF BONDS.

AND IT'S THE LONGER MATURITY.

SO ONCE YOU PAY THE MOST INTEREST ON.

SO IF WE CAN CALL THEM IN EARLY, THAT'S ALL PREDICATED ON MANY OTHER THINGS HAPPENING.

BUT YOU KNOW, TYPICALLY WE SEEN OUR HISTORY OF DOING THAT.

SO WE ACTUALLY SET THAT UP IN THIS LAST ISSUE ISSUE TO BE ABLE TO DO THAT AND CALL BONDS FOR THEM.

AND ONE THING, IF I COULD ADD ON.

I'M SORRY. GO AHEAD.

NO, GO AHEAD, PLEASE. I JUST WANTED TO SAY THAT ON SLIDE SIX, THE PURPOSE FOR THIS CHART WAS REALLY JUST TO IDENTIFY THE TRUE INTEREST COST AND THEN USE IT TO COMPARE IT TO YOUR INVESTMENT RATE.

SO THAT WAS THE INTENT OF THAT SLIDE.

AND I THINK TWO THINGS.

ONE, WE CAN ABSOLUTELY PROVIDE THE INTEREST COST.

SO YOU HAVE THE WHOLE PICTURE OF DEBT SERVICE, IF YOU WILL.

TO JOHN'S POINT, IF YOU GO AND LOOK JUST SINCE 2016 BETWEEN REFUNDINGS AND DEFEASANCE OR PAYING OFF DEBT EARLY, THE COLLEGE HAS SAVED OVER $60.3 MILLION IN GROSS DEBT SERVICE.

SO IT'S CERTAINLY BEEN SOMETHING THAT THE COLLEGE HAS ACTIVELY MANAGED THAT OVER TIME.

YES, SIR. AND I KNOW IT'S NOT PART OF YOUR PRESENTATION, BUT WHAT WE HAVE YOU HERE, IT'S REALLY IMPORTANT TO ME THAT WE THAT THE BOARD HEAR AND UNDERSTAND THIS.

PHIL IS TALKING ABOUT THE COST OF MONEY.

I'M MORE CONCERNED RIGHT NOW ABOUT THE COST OF TIME.

THE LONGER WE TAKE TO GET SOMETHING DONE WITH WHAT WE'RE GOING TO DO WITH OUR FUTURE PLANS.

CAN YOU ADDRESS A LITTLE BIT SINCE YOU'VE TALKED ABOUT THE TRUE COST? COULD YOU TALK ABOUT WHAT IT IS SAY TODAY VERSUS WHAT IT WAS WHEN WE DID THE 300 MILLION THE OTHER DAY? WHAT IS YOUR THOUGHTS ABOUT BECAUSE WE WE WE NEED TO HAVE A VALUE THAT REALLY PUTS THE COST OF TIME OF NOT MAKING DECISIONS ON OUR FUTURE EXPANSION OF UTILIZING THE BOND FUNDS THAT WERE VOTED ON BY THE PEOPLE, BECAUSE IT'S WE COULD BLAME IT ON THE COURT FOR A WHILE, BUT NOW IT'S ON US.

THE TIMELINE IS ON US.

SO WHAT DOES THAT KIND OF COST LOOK LIKE AND WHERE DO YOU KIND OF THINK IT WOULD BE IN THE IN THE NEAR TERM? CHAIR IF I MAY, IF YOU LOOK AGAIN AT THE 2023, SO WE SOLD THOSE IN DECEMBER OF LAST YEAR.

THEY CLOSED IN JANUARY.

TO GIVE YOU SOME CONTEXT, ROUGHLY NINE MONTHS LATER, THAT COST HAS GONE UP ABOUT ONE HALF OF 1% AS FAR AS THE TICK.

SO JUST PURE INTEREST RATES GOING UP, LONG TERM INTEREST RATES GOING UP.

THAT'S AGAIN, PROBABLY AROUND THAT ONE HALF OF 1%.

RIGHT. AND SO PHIL'S RIGHT ABOUT.

WHAT DOES THAT REALLY COST? IT'S NOT JUST LOOKING AT A RATE.

IT'S LOOKING AT OVER TIME.

HOW MUCH DOES THAT REALLY COST? AND SO WE REALLY CAN'T WE CAN'T CONTROL THAT, BUT WE CAN CONTROL HOW EXPEDIENT WE MOVE IN DECIDING ON WHAT WE'RE GOING TO DO.

THAT'S I JUST CONCERNED ABOUT THAT.

JOHN, THIS TEACHABLE MOMENT IS FOR YOU.

PARDON MY IGNORANCE, BUT CAN YOU QUICKLY TELL US WHAT IT TAKES TO INITIATE A DRAWDOWN? YOU CAN'T JUST SAY, YOU KNOW, ONE OF US SAYS WE NEED THE MONEY TO DO SO.

AND SO TELL ME HOW THAT POLICY, WHAT THE POLICY IS, IF I DRAW DOWN, I MEAN, I ASSUME YOU MEAN ISSUE BONDS.

HOW DO WE DETERMINE HOW TO ISSUE BONDS OR HOW DO WE.

NO, MY CONCERN WAS THE WAY THE WORD WAS USED AT THE BEGINNING.

LIKE WE'RE TAKING THINGS OUT OF OUR, I GUESS, TAKING THINGS OUT OF OUR PORTFOLIO.

IT TAKES A DECISION ON OUR PART.

THAT'S WHAT I WANT TO KNOW. WE ALWAYS INVOLVE THE BOARD IN THAT KIND OF THING.

OKAY. THAT'S ALL I WANT TO KNOW.

I'M SORRY. I'M SO IGNORANT. NO, THAT'S FINE.

IT'S US. WELL, YOU MAY DELEGATE AUTHORITY TO ME TO RESEARCH.

THAT'S ONLY AFTER YOU HAVE APPROVED TO DO EVERYTHING THE BOARD IS INVOLVED IN EVERY SINGLE.

[00:15:06]

WE DON'T EVER TRY TO SURPRISE YOU.

WE LEAD UP TO WHAT WE WANT TO DO AS WE'RE PLANNING THIS BOARD, WHETHER IT WOULD BE IN A BUDGET REVIEW OR IN THE FACT THAT WE'RE WE'RE DECIDING ON AN ADDITIONAL CAPITAL PROJECT THAT WE WANT TO FUND. WE WILL START EARLY IN THAT PROCESS.

BUT BRINGING THE BORDERED ALONG WHAT THERE IS, DONNA ALLUDED TO THIS GRAPH.

IF YOU LOOK AT PAGE SEVEN, WHAT WE WERE JUST SHOWING IS THIS TAKES THE TICKS FROM THE PREVIOUS PAGE AND THEN JUST GRAPHS THAT AGAINST WHAT THE RATE OF RETURN IS FOR TECH START, WHICH IS JUST A SHORT TERM INVESTMENT POOL.

OBVIOUSLY, AGAIN, AS THE FED'S BEEN RAISING RATES SINCE MARCH OF 2022, THAT RATE HAS GONE UP SUBSTANTIALLY TO WHERE IT'S OVER 5%.

SO ACTUALLY OVER ALL OF THE TRUE INTEREST COST ON THE BONDS.

AND WE HAVE PROJECTED IN THERE INCREASES IN INVESTMENT INCOME BECAUSE WE'RE EARNING MORE MONEY ON OUR YOU KNOW, A YEAR AGO I WAS AT LESS THAN 1%, DEFINITELY, PROBABLY 0.1% THAT WE WERE EARNING OUR MONEY.

AND THIS IS ONE OF THE ADVANTAGES WE HAVE ON OUR INVESTMENTS IN THE AMOUNT OF MONEY THAT WE HAVE IN THERE.

IF WE'RE ABLE TO EARN GOOD RATES RIGHT NOW, THE BAD PART IS IT'S NOT THE BEST TIME TO ISSUE DEBT.

IF WE DID THAT EARLY ENOUGH THAT WE ACTUALLY MISSED SOME OF THOSE INCREASES.

AND NOW WHAT WE HOPE TO LOOK FOR IS WE PUT IN THIS THAT AT SOME POINT, IF WE HAVE TO ISSUE AND THERE'S AN AMOUNT, WE'LL MAKE SURE WE HAVE REFUNDING CAPABILITIES IN THERE, JUST LIKE WE HAVE EVERYTHING ELSE.

TO MAKE THE ANALOGY TO YOUR HOME, IF YOU HAD AN HIGH MORTGAGE RATE THAT YOU WANTED TO GO OUT AND REFINANCE, WE CONSTANTLY LOOK AT THOSE THINGS AND HOW WE CAN BASICALLY LOWER OUR TRUE INTEREST COST ANYTIME DURING THE PERIOD OF DEBT THAT WE HAVE.

AND ONE THING THAT JOHN JUST SAID, TOO, THAT IT'S NOT A GREAT TIME TO ISSUE DEBT.

I THINK WITHIN THE CONTEXT OF LOOKING AT LONG TERM RATES OVER THE LAST FIVE TO 6 OR 7 YEARS, WHENEVER YOU COULD FINANCE SOMETIMES A ONE AND A HALF TO 2%, IT'S NOT GOOD IN THAT CONTEXT. FROM A HISTORICAL PERSPECTIVE, WE'RE AROUND THE HISTORICAL AVERAGES.

WE'RE PROBABLY A LITTLE OVER IT NOW.

BUT THE NICE THING TOO, IS TO JOHN'S POINT, WE HAVE SET UP THE CIP TO BE ABLE TO WITHSTAND THESE TYPE OF THINGS BY STRUCTURING DEBT A CERTAIN WAY, BY TAKING THE REFUNDING, PUSHING DEBT, PAYING DEBT OFF SOONER, THINGS OF THAT NATURE.

SO I THINK YOU'RE IN A VERY GOOD POSITION TO HAVE A LOT OF FLEXIBILITY THERE.

SO LET ME JUST WRAP UP THE LAST PAGE HERE ON THE SUMMARY AND GOING THROUGH AS I TALKED ABOUT, THERE'S KIND OF THOSE FOUR MAJOR AREAS OF THE CREDIT RATINGS.

THE ONE AREA THAT WE DID IDENTIFY IN LOOKING AT IS WHAT'S CALLED MANAGEMENT.

AGAIN, WHAT THEY'RE SIMPLY LOOKING AT IS THE POLICIES THAT THE COLLEGE HAS IN PLACE.

AND GENERALLY WHAT THEY LIKE TO SEE IS POLICIES THAT ARE WRITTEN, THAT ARE REVIEWED ON AN ANNUAL BASIS BY THE BOARD, AND THEN ANY KIND OF ACTION THAT'S NEEDED THAT THAT ACTION IS TAKEN. SO ONE THING THAT WAS SPECIFICALLY MENTIONED IS THE DEVELOPMENT OF A LONG TERM CAPITAL IMPROVEMENT PROGRAM.

YOU KNOW, JOHN AND TISCA AND THE COLLEGE IN GENERAL KIND OF HAS AN IDEA OF WHAT THAT LOOKS LIKE.

IT JUST REALLY HASN'T BEEN FORMALIZED.

AND SO THAT'S CERTAINLY SOMETHING THAT WE WOULD RECOMMEND IS FORMALIZING THAT, MAKING THAT CIP SOMETHING THAT IS A MINIMUM OF A FIVE YEAR OUTLOOK.

I WILL TELL YOU, IN TALKING WITH OUR CREDIT RATING SPECIALISTS, HE SAID ONE OF THE THINGS THEY REALLY LIKE TO SEE IS HAVING THE FUNDED SOURCE FUNDING SOURCES AS WELL AS ANY POTENTIAL IMPACTS.

SO WHAT THAT LOOKS LIKE, AS WELL AS DOING THAT ON A CONSERVATIVE TAX VALUE GROWTH BASIS.

SO WE WOULD WOULD RECOMMEND THAT AND THAT THAT'S REVIEWED AND APPROVED ON AN ANNUAL BASIS SPECIFIC TO THE DRAWDOWNS TO THE RESERVES.

AGAIN, AS LONG AS THE COLLEGE IS DOING THAT IN A MEASURED WAY, IT IS NOT GOING OUT, WHICH WOULD CERTAINLY NOT EXPECT THAT.

AND JUST SPENDING WILLY NILLY, IF YOU WILL, AS LONG AS IT'S MEASURED, AS LONG AS IT'S COMMENSURATE WITH YOUR RATING LEVELS, PEERS, AGAIN, WE DON'T SEE THAT THAT WOULD HAVE A NEGATIVE RATING IMPACT, IF YOU WILL.

AND THEN THAT LAST BULLET POINT, GENERALLY THOSE RATING AGENCIES OR THE RATING AGENCIES LIKE TO SEE THE DRAWDOWNS ON A BUDGETED OR PLANNED BASIS.

CERTAINLY THERE'S TIMES WHERE YOU HAVE WHETHER IT'S AN EMERGENCY NEED OR SOMETHING LIKE THAT, WHERE YOU MAY HAVE TO COME IN AND DO A MID-YEAR BUDGET ADJUSTMENT.

THOSE THINGS HAPPEN.

IF IT'S KIND OF THOSE THAT ARE PLANNED THAT ARE LARGE SCALE, THAT ARE FOR CAPITAL PROJECTS AS MUCH AS POSSIBLE, WE RECOMMEND THAT THAT BE DONE WITHIN THE BUDGET AND THAT IT IS AGAIN, A PLANNED EVENT, IF YOU WILL.

SO. I'M SORRY I MONOPOLIZED EVERYTHING, SO I DON'T KNOW.

NO, I THINK THAT I'D LIKE TO JUST SAY AND RECAPPING, YOU KNOW, RESERVE DOWN DRAWDOWNS AND CREDIT RATINGS GO HAND IN HAND.

AND I THINK THAT'S WHAT WE REALLY WANTED TO STRESS TODAY.

AND YOU'RE IN A UNIQUE OPPORTUNITY OF TIME WHERE YOU CAN ACTUALLY EARN MONEY ON YOUR INVESTMENTS.

AND SO I THINK, AGAIN, YOU KNOW, JUST NEED TO PLAN THOSE DRAWDOWNS SO THAT AS WE GO FORWARD, AS WE START TO ISSUE DEBT AND WE GO TO THE RATING AGENCIES, THEY CAN SEE YOUR

[00:20:07]

AND SO JUST MAKING YOUR VISION SO THAT EVERYONE CAN SEE IT, YOU KNOW, RATHER THAN JUST PRESENTING IT, YOU KNOW, LIKE YOU SAID, WILLY NILLY, YOU KNOW, JUST JUST WANT TO SEE THAT YOU HAVE A SCHEDULED PLAN DRAWDOWN.

IT'S A COMPLIMENT.

THE TEAM HERE AND AND OTHERS WHO WORK ON THIS STUFF BECAUSE, YOU KNOW, WHEN WE BORROW THAT BORROWING IS VERY, VERY WELL MANAGED IN TERMS OF IN TERMS OF THE COST OF CAPITAL AND EVERYTHING THAT YOU GUYS DO.

I GUESS WHAT I WOULD OFFER TO MY COLLEAGUES ON THE BOARD IS THAT WE REALLY THINK ABOUT THIS RECOMMENDATION ABOUT A CAPITAL IMPROVEMENT PLAN, BECAUSE I THINK IT'S AN EXCELLENT IDEA. AS I UNDERSTAND IT, OUT OF THE 1.1 BILLION THAT THE VOTERS AUTHORIZED IN 2019, WE PRETTY MUCH OBLIGATED ROUGHLY HALF OF IT FOR EVERYTHING.

THAT'S NOT EL CENTRO, CORRECT.

SO, YOU KNOW, HOW LONG IS THAT GOING TO SERVE US, RIGHT.

AND AND AND HOW DO WE PLAN FOR FUTURE CAPITAL NEEDS AS WE CONTINUE TO GROW AND ADJUST PROGRESS? ALL THOSE ARE THE TYPES OF ISSUES THAT WE WOULD ENCOUNTER IN THE CAPITAL IMPROVEMENT PLANNING PROCESS.

AND I WOULD OFFER CHANCELLOR THAT IT WOULD BE GREAT FOR SOMEBODY LIKE SCOTT TO THINK THROUGH A METRIC ON FACILITIES UTILIZATION LIKE HE DOES ON DEFERRED MAINTENANCE SO THAT WE CAN HAVE SOME DATA AS TO WHETHER WE REALLY NEED A LOT OF SQUARE, A LOT MORE SQUARE FEET AND A LOT OF DISTANCE ED AND ALL THAT KIND OF STUFF, BECAUSE TO A GREAT EXTENT, SPACE IS FUNGIBLE AND WE ALL KNOW THAT.

AND, YOU KNOW, SO SO WE NEED WE NEED A CAPITAL IMPROVEMENT PLANNING PROCESS, NUMBER ONE.

NUMBER TWO, I WOULD REALLY WELCOME AND I WOULD HOPE WE WOULD ALL WELCOME, YOU KNOW, SOME MORE DETAILED AND SPECIFIC GUIDANCE FROM OUR FINANCE TEAM ON WHEN DO WE BORROW VERSUS PAYGO.

AND, YOU KNOW, WE'RE SITTING, AS WE'VE HEARD IN THESE BUDGET DISCUSSIONS, WE'RE SITTING SOMEWHERE $300 MILLION NORTH OF OUR REQUIRED RESERVES BY BOARD POLICY.

THAT'S A HUGE AMOUNT OF TAXPAYER MONEY JUST TO BE SITTING THERE.

AND IF WE BORROW, RATHER THAN PAY AS WE GO USING RESERVES, IT'S GOING TO COST US.

AND THAT'S WHY I THINK IT'S IMPORTANT THAT WE HAVE THE DATA ON THE COST OF BORROWING IN THESE TYPES OF PRESENTATIONS.

IT WASN'T IN HERE. WE NEED TO HAVE THAT IN FRONT OF US.

BUT YOU KNOW, IF YOU GUYS HAVE GOT METHODOLOGIES, ALGORITHMS, YOU KNOW, WAYS OF WAYS OF HELPING BOARDS BALANCE WHEN TO BORROW VERSUS, YOU KNOW, PAYGO, I THINK WE WOULD I THINK WE NEED THAT INFORMATION.

AND, YOU KNOW, CERTAINLY AS WE THINK ABOUT THE BALANCE OF THIS BOND PROGRAM AND WHAT WE'RE FIXING TO DO DOWNTOWN, BUT ALSO IN TERMS OF SUBSEQUENT CAPITAL NEEDS, YOU KNOW, FOR THE NEXT FIVE, TEN, 15 YEARS.

SO THOSE ARE MY THOSE ARE MY MY TWO COMMENTS.

WE GOT A LOT OF FLEXIBILITY HERE AND A LOT OF OPTIONS AS A BOARD.

BUT I THINK WE'RE GOING TO NEED SOME MORE INFORMATION AND RECOGNIZE THAT THIS IS THE TRADE OFF.

YOU PAYGO VERSUS BORROWING AND BORROWING COSTS A LOT OF MONEY, ESPECIALLY IN THIS INTEREST RATE ENVIRONMENT.

AND BILL, I AGREE WITH, YOU KNOW, TOTALLY WITH WHAT YOU'RE SAYING, BUT, YOU KNOW, AS I WAS VERY ENCOURAGING THAT WE USE COMPANIES LIKE PAGE AND ALL TO HELP US WITH WITH OUR OVERALL LOOKING.

I THINK IT'S IN OUR TIMELINE WE'RE IN NOW.

IT'S VERY CRITICAL THAT WE HAVE MORE MONTH TO MONTH, QUARTERLY TYPE RELATIONSHIP.

AND I THINK WHAT I WOULD LIKE TO SEE BROUGHT BEFORE THE BOARD IS A IS A BETTER AND A MORE IN DEPTH UNDERSTANDING OF OTHER USES OF THAT MONIES ABOVE OUR RESERVE.

AS IT RELATES TO SOMETHING THAT WE HAVE BEEN SOMEWHAT EDUCATED ABOUT IN OUR PUBLIC PRIVATE PARTNERSHIPS IN THE PRIVATE SIDE OF THE WORLD, CASH IS KING, OKAY? CASH GIVES YOU THE ABILITY TO MOVE QUICK.

IT GIVES YOU THE ABILITY TO MAKE DECISIONS THAT YOU DON'T HAVE TO WAIT ON POLITICAL DECISIONS AND VOTES AND ALL THAT.

SO BUT WE NEED AS A BODY, WE NEED TO BE BEING ADVISED WITH THOSE ALTERNATIVES AND PUT SO THAT WE CAN MAKE CHOICES THAT WE CAN ALL UNDERSTAND.

AND SO IT'S VERY IMPORTANT, CATALINA, THAT YOU MAKE THOSE KIND OF QUESTIONS, THOSE COMMENTS, BECAUSE THAT SHOWS YOUR DEPTH OF UNDERSTANDING, OF WANTING TO UNDERSTAND AND MAKE SURE THAT WHO'S WHO'S RESPONSIBLE, WHO IS, WHO'S TO MAKE THOSE DECISIONS.

BUT BUT I SEE THE MOST CRITICAL THING FOR US RIGHT NOW AND AS WE TALK ABOUT IT, ALMOST EVERY BOARD MEETING TO TO HAVE A

[00:25:05]

SO THE ACADEMIC PLAN OF WHAT WE'RE GOING TO DELIVER, WHAT WE'RE GOING TO OFFER FUTURE STUDENTS IS GOING TO DRIVE THAT THAT PLAN.

AND I KNOW WE'VE GOT SOME DISCUSSION TODAY THAT'S GOING TO TALK ABOUT A LITTLE BIT.

ABOUT THAT, BUT THEY NEED TO BE OUR PARTNER IN THAT DECISION AS WELL, BECAUSE USING THIS TOOLS THAT WE'VE BEEN TALKED ABOUT, THE P THREE, THE PUBLIC PRIVATE PARTNERSHIP, LOTS OF TIMES YOU CAN MAKE THAT HAPPEN WHEN YOU HAVE CASH.

AND THEN IT WOULD BE FOR THEM TO TELL US WHAT IS THE MERITS AND WHAT IS THE GOOD, THE BAD AND THE UGLY OF USING THAT CASH OVER AND ABOVE YOUR RESERVE TO DRIVE A DECISION THAT WE MAY HAVE NEVER FACED BEFORE IN THE HISTORY OF THE SCHOOL.

SO THAT'S WHY TO ME, YOU GUYS, FOR THE NEXT SIX MONTHS TO A YEAR, WE REALLY GOT TO BE REALLY CLOSELY JOINED AT THE HIP MORE THAN WE'VE EVER BEEN BEFORE BECAUSE WE NEED WE NEED THAT OUTSIDE VISION OF THINGS.

AND THEN WE CAN MAKE THOSE DECISIONS BECAUSE THEY ULTIMATELY BECOME OUR DECISION.

SO SO I REALLY WANT TO I REALLY I ASK TO HAVE THEM BROUGHT HERE TODAY, BUT I REALLY WANT YOU MORE FREQUENTLY.

AND I, YOU KNOW, I'M NOT EVEN OPPOSED THAT ANYTIME WE'RE PREPARING A DECISION THAT WE CERTAINLY HAVE FORMALLY ENGAGED THEM TO GIVE US RECOMMENDATIONS THAT I GUESS I'M MAYBE MISUNDERSTANDING THE SCOPE OF WHAT WHAT YOU GUYS DO BECAUSE I MEAN, YOU DON'T BALANCE LIKE VARIOUS TYPES OF REVENUE OPTIONS THAT WE HAVE AROUND SPECIFIC PROJECTS.

I MEAN, WE GO TO YOU AND WE WANT TO BORROW MONEY.

THEY TELL YOU THE IMPACT OF WHAT AND AND SO IT'S ON IT'S ON THE CHANCELLOR AND THE CFO TO FIGURE OUT, OKAY, HERE'S THE EDUCATION PLAN.

HERE'S OUR ENROLLMENT PROJECTIONS, HERE'S OUR FACILITY, EXISTING FACILITY FACILITY UTILIZATION, HERE'S HOW MUCH WE NEED, HERE'S HOW MUCH WE NEED TO BUILD FROM A CAPITAL INVESTMENT POINT OF VIEW, WHICH IS WHY A CFP IS IMPORTANT.

AND THEN WE SAY, OKAY, WELL, IF WE GO TO THEM AND SAY, WHAT'S THE BEST WAY TO PAY FOR IT? AND WE WOULD LOOK TO THEM AND TO ADVISE US ON, OKAY, DO WE DO WE SPEND A COUPLE HUNDRED MILLION CASH RESERVES WITHOUT JEOPARDIZING OUR CREDIT RATING? DO WE BORROW EVEN THOUGH INTEREST RATES ARE HIGH? I MEAN, THAT'S THE TYPE OF THAT'S WHAT I JUST SAID.

WHAT YOU GUYS DO, THAT'S WHAT I JUST SAID.

WELL, NOW YOU'RE ASKING THEM TO HELP US BALANCE TRIPLE P'S AND OTHER STUFF.

I'M SAYING I WANT THEM TO TELL AS A ROLE.

THAT WASN'T WHAT I SAID, OKAY? I DIDN'T UNDERSTAND.

WHAT I SAID WAS I WANT THEM TO VALIDATE WHEN WE MAKE DECISIONS THAT ARE GOING TO BE MAYBE AN ALTERNATIVE THAT WE HAVEN'T USED BEFORE.

DOES IT HAVE ANY OTHER IMPACT THAT WE MAY NOT PERCEIVE? THAT'S WHAT I'VE ASKED THEM TO DO.

THEY ARE AN INDEPENDENT OUTSIDE LOOKING AT OUR DECISIONS.

THAT'S ALL I'M SAYING.

YEAH. AND PART OF THE THING YOU DON'T SEE IS WHAT WE DISCUSSED.

I SAID EARLIER, WE MAKE THESE PEOPLE WORK AND SO WE GO THROUGH A LOT OF SCENARIOS THAT MAY NEVER COME TO THE BOARD, MAYBE NEVER COME TO FRUITION, BUT WE'RE ALWAYS CHECKING AS TO WHAT WE SHOULD BE DOING, WHETHER IT'S EVENTUALLY DOING AP3 AND HOW TO DO THAT, WHETHER IT'S DRAWDOWNS AND WHETHER IT'S PAY OFF EARLY.

THERE'S A CONSTANT RELATIONSHIP THAT WE'RE GOING ON.

SO MAYBE SOME OF THAT WILL START BRINGING IN AND I CAN DO THAT, JUST BRINGING IT HOW WE'VE HAD THESE DISCUSSIONS OVER TIME.

MY ONLY FEAR HAS ALWAYS BEEN ON THE RATING AGENCY.

FITCH DID THIS RECENTLY WITH THE US GOVERNMENT, BUT THAT THEY ALL OF A SUDDEN DON'T LIKE HIGHER ED ANYMORE.

THAT HAS THE BIGGEST POTENTIAL FOR A DECREASE IN OUR RATING THAT WE HAVE NO CONTROL OVER, NO MATTER WHAT THIS BOARD DOES, NO MATTER HOW GOOD OUR IF THEY ALL OF A SUDDEN THEY DON'T LIKE.

I READ THEY'LL TAKE THE WHOLE INDUSTRY DOWN THE HIGHER END.

AGAIN, GO BACK TO THE MEDIA TALKING ABOUT DEGREES AND STUFF LIKE THAT.

BUT THE HIGHER WE GET IN CERTIFICATES, THE MORE VALUE WE PUT IN CERTIFICATES IS GOING TO MAKE US BE IN THE UPPER ECHELON.

WE'RE BETTER THAN THE UNIVERSITY OF TEXAS IN THAT AREA BECAUSE WE'RE REALLY PROVIDING PRODUCTIVITY TO SOCIETY.

AND WHICH IS.

YEAH, WHICH IS WHERE THE IMPORTANCE OF THE ACADEMIC MASTER PLAN, THE WORK THAT THE TEAM HAS BEEN DOING AROUND THAT OF WHAT DO WE OFFER? WHEN DO WE OFFER IT? WHERE DO WE OFFER IT? THAT INFLUENCES THIS WHOLE CONVERSATION.

AGAIN, WE'LL HAVE A LITTLE MORE DIALOG AROUND SOME OF THAT AS WELL.

YEAH. ARE THERE ANY OTHER QUESTIONS? YES, MA'AM. OH, I WANT TO MAKE SURE THAT I'M CLEAR ON THIS.

YOU KNOW, SOMETHING THAT HAS I KEEP IN THE BACK OF MY HEAD AS WE MOVE FORWARD WHEN WE'RE TALKING

[00:30:05]

WHAT WE'RE GOING TO DO, HOW WE'RE GOING TO DO IT, AND SO FORTH.

THE DUE DILIGENCE ON WHETHER OR NOT THIS IS A GOOD DEAL FOR US OR SHOULD WE LOOK AROUND FOR ANOTHER PARTNER OR WHATEVER.

HOW ARE WE HANDLING THAT? WHO'S RESPONSIBLE FOR THAT DUE DILIGENCE AND WHAT PROCESS ARE YOU USING TO DETERMINE WE'RE SETTING THAT UP. IT'S A ROB AND I ARE JOINED AT THE HIP ON THIS STUFF BECAUSE IT NOT ONLY IS FINANCIAL ADVISORS, IT'S THE LEGAL SIDE, BUT WE'VE ALREADY STARTED PUTTING TOGETHER AND WE'RE WORKING WITH HILCORP AND TRY TO HOST US TO HELP US WITH SOME OF THOSE THINGS.

BUT WE'RE GOING TO BRING EXPERTS IN AS WE GET INTO SOME OF THESE 3D3 TYPE SITUATIONS BECAUSE THEY ARE VERY COMPLICATED.

AND THE MORE PEOPLE WHO DO SCENARIO RUNS FOR YOU AND GIVE YOU THE INS AND OUTS OF WHAT YOU'RE GETTING INTO FROM A LEGAL STANDPOINT, FROM A FINANCIAL STANDPOINT, FROM A USE STANDPOINT, THERE ARE A LOT OF HIGH LEVEL DECISIONS THAT WE'VE NEVER DONE BEFORE THAT WE'RE GOING TO HAVE TO HAVE.

WELL, TO ME, THAT THAT WOULD BE OUR WORST NIGHTMARE IF WE END UP WITH A TEAM OR IN A PARTNERSHIP AND IT GOES SOUTH ON US OR WHATEVER, AND WHAT PROTECTIONS ARE IN PLACE TO ASSURE THAT THAT DOES NOT HAPPEN. BECAUSE WHEN I LOOKED AT THE COMPANIES THAT HAD SUBMITTED DIFFERENT THINGS, SOME OF THEM, YOU KNOW, BECAUSE OF THE NAMES AND WE'RE RIDING AROUND DALLAS COUNTY LOOKING AT THE WORK PRODUCT AND SO FORTH.

BUT WHAT ABOUT THESE PEOPLE THAT WE DON'T KNOW OR MAY HAVE FOREIGN TIES THAT WE DON'T KNOW ABOUT? BUT THAT GIVES ME SOME CONCERN WHEN WE START TALKING ABOUT THE BIG PICTURE AND WHERE WE'RE GOING TO GO TO MAKE SURE.

BECAUSE ONE OF THE THINGS THAT HAS ALWAYS SET THIS BOARD APART AND ONE OF THE THINGS THAT I'VE ALWAYS BEEN PROUD OF IS THAT WE'VE ALWAYS BEEN GOOD STEWARDS OF THE TAXPAYER DOLLARS, AND WE HAVE.

WHAT'S MOVED US FORWARD IS THAT REPUTATION THAT PEOPLE TRUST US TO MANAGE THEIR TAX DOLLARS AND SO FORTH.

SO. I DON'T WANT TO.

SEE A NIGHTMARE.

ABSOLUTELY. APPRECIATE IT.

NO ONE DOES. AND SO I APPRECIATE ALL YOU GOTTA DO IS LOOK AT THE NATIONAL NEWS AND YOU SEE SOME OF THESE HORROR STORIES, YOU KNOW, PLAYING OUT.

I APPRECIATE YOUR COMMENTS. AND BECAUSE OF THE FISCAL STEWARDSHIP AND THE SERVICES THAT WE DELIVER, WE HAVE ENJOYED THE SUPPORT OF VOTERS AS REFLECTED BY THIS BOND INITIATIVE.

AND SO WE CERTAINLY WANT TO HONOR AND RESPECT THAT LEGACY AND TAKE OUR DUE DILIGENCE TO MAKE SURE THAT WE'RE ENGAGING WITH THE RIGHT PARTNERS, GETTING THE RIGHT EXPERTISE AND BE MINDFUL OF THE COST OF DOING BUSINESS AS AS TRUSTEE BOYD SAID, AS ECONOMIC CONDITIONS CHANGE.

SO IT IS THAT BALANCE BETWEEN EXACTLY WHAT YOU SAY, DOING OUR DUE DILIGENCE AND THE SPEED AT WHICH WE MANEUVER TRUSTEE BOYD TO BE ABLE TO DELIVER THEM.

OKAY. THANK YOU ALL VERY MUCH.

WE HAVE AN OPPORTUNITY TO HAVE YOU BACK SOON, HOPEFULLY.

HOPEFULLY WE'LL BE MOVING ALONG.

THANK YOU. WE GOT SET UP FOR OUR MARKETING.

I KNOW SOMETIMES IT'S A SLIPPERY SLOPE WHEN YOU START TALKING ABOUT PERSONAL THINGS, BUT TUSK IS NOT HERE TODAY BECAUSE SHE LOST HER MOTHER. AND I KNOW WE DON'T.

SOMETIMES. I'VE TALKED TO HER AND OUR PREP MEETING AND ALL, AND.

AND I TOLD HER THAT SHE WOULD BE IN OUR PRAYERS.

AND I JUST THINK THAT IT'S IMPORTANT THAT WE RECOGNIZE THAT SHE'S NOT HERE AND THAT WE REMEMBER HER IN THIS TIME OF LOSS THAT SHE'S EXPERIENCING.

SO. SO YOU ALL KNOW THAT THAT'S THAT'S WHERE SHE IS.

AND AND SHE KNOWS THAT WE CARE ABOUT HER AND WELL, TRUSTEE.

BUT I APPRECIATE YOU MENTIONING THAT.

AND I THINK SHE CERTAINLY KNOWS BECAUSE SHE JUST HEARD BECAUSE SHE WAS TEXTING ME IN THIS PRESENTATION.

AND SO EVEN AS SHE IS DEALING WITH WHAT SHE IS WITH HER FAMILY AND HER GRIEF, SHE WAS STILL LISTENING IN.

[00:35:04]

BUT WE'LL SEE HOW THAT GOES.

OKAY. NOW WE HAVE A PART THAT WE ALL ARE VERY EXCITED ABOUT AND INTERESTED IN.

[4.2. Marketing & Communication - Building Capability for Future Growth]

AND BRAD, DO YOU HAVE SOME OPENING COMMENTS OR.

I DO MOMENTS OF ENCOURAGEMENT.

A LITTLE OF BOTH, RIGHT.

I APPRECIATE THE OPPORTUNITY TO BE HERE.

YOU KNOW, TECHNOLOGY HAS CHANGED.

I THINK WE'D ALL AGREE WITH THAT FROM THE TIME THE CHANCELLOR SET THEIR MARKETING SEAT DURING HIS ROLE THERE, AND EVEN FROM MY TIME THERE ABOUT A YEAR AGO, A YEAR AGO, I SIT IN THIS CHAIR GIVING PRESENTATIONS FOR MARKETING.

AND AGAIN, TECHNOLOGY HAS CONTINUED TO SHIFT AND CHANGE THE WAY THAT WE INTERACT WITH EACH OTHER, BUT ALSO OUR PROSPECTIVE STUDENTS IN THE COMMUNITY AS A WHOLE.

SO WHAT YOU'RE GOING TO HEAR TODAY IN DOROTHY'S PRESENTATION IS EXAMPLES OF HOW WE ARE UTILIZING TECHNOLOGY, HOW WE ARE INTERACTING WITH STUDENTS AND THE COMMUNITY AND OUR FACULTY AND STAFF TO BETTER REFINE AND INFORM OUR MESSAGING TO THE PUBLIC AND HOW THAT REPRESENTS DALLAS COLLEGE AND OUR MISSION AND OUR VISION AND THE GOALS THAT WE HAVE IN SERVICE TO THAT.

I WILL I WILL FLAG THIS BY SAYING THERE'S A LOT OF CONTENT HERE.

WHAT YOU'RE GOING TO SEE IS IMPORTANT CONTENT, AND THERE'S A FEW SLIDES THAT WE'RE GOING TO WORK THROUGH, BUT THIS IS FOUNDATIONAL CONTENT.

SO WHEN YOU START TALKING ABOUT HOW ARE WE MARKETING PROGRAMS WHERE STUDENTS COMING TO US FROM, ALL OF THAT THEN IS BASED ON THE SCIENCE AND THE RESEARCH AND THE MESSAGING THAT'S COMING OUT OF THE MARKETING DEPARTMENT AND THE TEAM THAT'S LISTENING TODAY UNDER DOROTHY'S DIRECTION.

SO, DOROTHY, I JUST GIVE YOU THE FLOOR.

ALL RIGHT. THANK YOU. AND TRUSTEES AND CHANCELLORS ARE A PRIVILEGE TO BE HERE TODAY.

THERE ARE THREE THINGS I WANT YOU TO SORT OF BE THINKING ABOUT AS I SPEAK TO YOU TODAY.

ONE, EVERYTHING THAT I'M TALKING TO YOU ABOUT HAS ALIGNMENT UP TO OUR STRATEGIC PRIORITIES.

SO IT'S VERY IMPORTANT THAT WE ARE DOING THE WORK THAT IS DRIVING THAT.

THE SECOND PIECE IS THAT YOU SHOULD SEE A LOT OF COLLABORATION ACROSS THE MARKETING FUNCTION AND ALL OF THE OTHER FUNCTIONS OF ACADEMIC STUDENT SUCCESS, WORKFORCE AND ADVANCEMENT, AS WELL AS THE OPERATIONS TEAM.

AND THEN THE THIRD THING IS I'M VERY EXCITED TO SHARE IS THERE'S A LOT OF NEW THINGS WE'RE DOING, NEW CAPABILITIES THAT WE HAVE THAT WE'RE JUST STARTING TO GIVE YOU A PREVIEW TO WHAT'S TO COME IN THE FUTURE.

SO WITH THAT, I WANT TO TALK TO YOU A LITTLE BIT ABOUT OUR STRUCTURE.

AND WE HAVE SIX DIFFERENT FUNCTIONS FROM A COMMUNICATION STANDPOINT.

WE MY TEAM LEADS ALL THE SPEECHWRITING AND A LOT OF THE BOARD PRESENTATIONS THAT YOU SEE ACROSS THE COMPANY, AS WELL AS PRESS RELEASES FROM A BRAND AND MEDIA.

WE SPEND ABOUT 3.8 MILLION ACROSS ADVERTISING, MEDIA AND PROMOTIONS, AND WE HAVE ABOUT 200,000 IN FOLLOWERS ON OUR SOCIAL MEDIA, OUR MARKETING ACTIVATION TEAM.

THAT'S TEAM THAT'S REALLY TIED TO STUDENT SUCCESS.

ACADEMICS AND WORKFORCE HAVE A HYBRID TEAM WITH WRITERS, PROJECT MANAGERS, CREATIVES AND DIGITAL EXPERTS THAT REALLY WORK HAND IN HAND WITH THOSE TEAMS TO BRING THEIR PROJECTS TO LIFE.

AND THEN THE CREATIVE THE DIGITAL EXPERIENCE TEAM MANAGE ABOUT 5800 PAGES OF DIGITAL WORK ON OUR WEBSITE AND ON OUR INTRANET, AND ABOUT 900 TARGETED EMAILS TO STUDENTS, TO THE COMMUNITY AND THEN FINALLY, EVENTS.

HAD THE OPPORTUNITY TO GO TO OUR CONFERENCE TODAY WHERE MY TEAM ACTUALLY PRODUCES AND LEADS THAT EFFORT.

ALSO GRADUATION AND A LOT MORE.

SO I JUST WANT TO GIVE YOU A LITTLE FLAVOR FOR THIS AMAZING, TALENTED TEAM THAT I HAVE THE PRIVILEGE OF LEADING WITH REGARDS.

IT'S A 70 PEOPLE ON THIS TEAM, SO SIX GROUPS, 70 PEOPLE.

AND WE MANAGE A BUDGET OF ABOUT $13 MILLION.

AND I'LL GO A LITTLE BIT MORE INTO OUR ADVERTISING A LITTLE LATER IN THE PRESENTATION.

I WANT TO JUST HAVE A SNAPSHOT OF THE PRIOR YEAR OF WHAT THIS TEAM HAS BEEN THROUGH.

IT WAS ONE OF THE FIRST TEAMS TO CONSOLIDATE AND ALSO IT IS ONE OF THE TEAMS THAT WE STARTED WITH A UNIFIED DALLAS COLLEGE MESSAGE.

SO WITH THAT BEING SAID, THERE ARE THREE THINGS THAT THEY'VE DONE IN THE PAST YEAR.

THREE THINGS THAT THEY'VE DONE UNIFIED ADVERTISING CAMPAIGN.

FOR THE FIRST TIME TOO, WE'VE STARTED TO BRING IN COHESIVE BRANDING STRATEGY AROUND DALLAS COLLEGE.

[00:40:01]

AND THEN WE'VE STARTED TESTING AND PUTTING RIGOR BEHIND THE WORK THAT WE'RE DOING.

I'M GOING TO SHOW YOU AT THE END OF THE PRESENTATION SOME ADVERTISING THAT WE ACTUALLY TESTED BEFOREHAND TO MAKE SURE WE'RE RELEVANT.

THE MESSAGE IS COMING THROUGH AND DALLAS COLLEGE WOULD BE A PREFERRED PLACE FOR STUDENTS.

THINGS ARE A BIT DIFFERENT.

WE ARE EVOLVING.

THERE ARE A LOT OF DRIVERS TO CHANGE AND THIS TEAM HAS REALLY FOCUSED ON PUTTING A SYSTEM IN PLACE TO SUPPORT THAT CHANGE.

YOU WILL SEE HOW WE'VE TIED TO HOUSE BILL EIGHT IN A FEW MINUTES ABOUT HOW WE'RE GOING TO THINK ABOUT OUR PROGRAMING AND TARGETED MESSAGING.

WE HAVE NEW TALENT COMING ON BOARD, SORT OF THE THE TALENT WE HAVE HERE WITH THE INSTITUTIONAL KNOWLEDGE OF HIGHER ED, WITH SOME INDUSTRY EXPERIENCE TO BRING SOME NEW IDEAS.

AND THEN ALSO HOW DO WE AMPLIFY OUR EFFORTS NOT ONLY WITH FACULTY BUT WITH THE COMMUNITY AND LEADING CHANGE ACROSS THE BOARD.

SO WITH THAT, I'M GOING TO WALK YOU THROUGH FOUR AREAS.

I'M NOT GOING TO GO IN DEEP IN THIS SLIDE BECAUSE THE FOUR AREAS THAT THE MARKETING DEPARTMENT IS FOCUSED ON IS PROMOTING ACADEMIC PROGRAMS, SUPPORTING WORKFORCE ADVANCEMENT, GROWING ENROLLMENT THROUGH TARGETING AND MEDIA, AND THEN CONTINUING TO DRIVE THE DALLAS COLLEGE BRAND.

SO THIS WILL BE OUR ROADMAP FOR THE CONVERSATION TODAY.

AND STARTING WITH THE ACADEMICS, I WANTED TO PUT THIS VENN DIAGRAM UP TO SHOW YOU HOW WE CAN BE EFFICIENT AND EFFECTIVE.

IT'S CRITICAL THAT WE TAKE OUR TARGET STUDENTS.

OUR STUDENT TARGET WELL IS TRADITIONAL OR ADULT LEARNERS, AND WE LEARN ABOUT THEM AND TARGET THEIR MESSAGE TO THE PROGRAMING THAT WE HAVE, AS WELL AS PUTTING IT IN THE RIGHT MEDIA SPACE WITH THE RIGHT CREATIVE.

AND SO WHEN THESE THREE THINGS COME TOGETHER AS ONE WE CAN TARGET, WE CAN BE EFFECTIVE, WE CAN GAIN ENGAGEMENT FROM THE PEOPLE WE ARE WANTING TO TARGET.

AND SO AS YOU'LL SEE THIS AGAIN IN THE END, BUT THIS IS THE FRAMEWORK THAT WE'RE USING IN MARKETING AS WE TALK ABOUT OPPORTUNITIES, FOR EXAMPLE, WITH HOUSE BILL EIGHT LAST MONTH, YOU HEARD THE DETAILS AROUND WHAT IS HOUSE BILL EIGHT AND HOW WE'RE THINKING ABOUT OUR ACADEMIC PROGRAMS AND WHO WE ARE TARGETING WHILE MARKETING IS ALIGNING OUR RESOURCES AROUND THAT AS WELL.

SO HAVING FOCUS ON OUTCOMES, HAVING OUR FOCUS ON THE TARGET OF ADULT LEARNERS, ACADEMICALLY DISADVANTAGED AND ECONOMICALLY DISADVANTAGED STUDENTS, THEN IT ALLOWS US TO BE VERY SURGICAL ABOUT WHO WE'RE GOING AFTER AND THE MESSAGING THAT WE WILL BE GOING AFTER WOULD BE OUR PROGRAMS, THOSE THAT ARE HIGH DEMAND CONTENT.

SO THINK ABOUT ONE THIRD OF OUR EFFORT WILL BE PUT ON SUPPORTING THE EFFORTS OF OUR ACADEMIC PROGRAMS AND STUDENT SUCCESS PROGRAMS AROUND HOUSE BILL EIGHT. THE OTHER PIECE IS THAT IT'S GOING TO BE ROTATIONAL.

SO MONTHLY WE WILL BE CYCLING THROUGH THIS ROTATIONAL CONTENT AROUND WHAT OUR PROGRAMS ARE TARGETING TO THE RIGHT MESSAGE AND THROUGH THE RIGHT MEDIUM.

A SECOND AREA OF MARKETING IS ALL AROUND FOCUSING OUR PROGRAMS ON AREAS WHERE THERE ARE NEEDS.

SO WE HAVE BEEN WORKING WITH THE EDUCATION TEAM AROUND THE BACHELOR OF SCIENCE OR EARLY CHILDHOOD EDUCATION OVER THE LAST YEAR.

ON THE HEELS OF THAT IS THE NURSING.

AND NOW WE'RE LOOKING AT SOME OF OUR MANUFACTURING OPPORTUNITIES.

SO IN THAT THIS WILL BE ONE PAGE THAT YOU WILL SEE THROUGHOUT THE ENTIRE PRESENTATION AROUND HOW MARKETING IS ACTIVATING AGAINST OUR ACADEMIC PROGRAMS WITH OUR STUDENT SUCCESS TARGETS.

AS A PRO OF FOCUS, MECHATRONICS IS A GREAT PROGRAM THAT WE ARE UPSKILLING AMAZON EMPLOYEES TO ACTUALLY LEARN A TRADE AROUND MECHATRONICS.

THE GREAT NEWS IS THAT WE NEED TO TELL PEOPLE ABOUT HOW WE'RE DOING THIS.

OVER THE LAST FEW YEARS, WE'VE ACTUALLY TAKEN THAT PROGRAM, THE SCHOOL TO MIT, AND WORKING WITH CAREER CONNECTED LEARNING AND MODELED PROGRAMING OUT IN OUR LANCASTER AND GARLAND CENTERS TO DO SOMETHING VERY SIMILAR.

SO THE ROLE OF MARKETING IN THIS SPACE OF UPSKILL FOR TECHNOLOGY AND TECHNICIANS AROUND MECHATRONICS AUTOMATION IS FOR US TO TELL THE MARKET ABOUT IT, HELPING TO DRIVE ENROLLMENT, HELPING TO DRIVE AWARENESS FOR THAT.

[00:45:03]

YOU'VE SEEN THAT NEWS CLIP THAT HAPPENED WHERE WE TALKED ABOUT OUR WORK WITH AMAZON AND NOW TAKING IT TO OUR PARTNERS LIKE WALMART, PEPSICO, TEXAS INSTRUMENT IS WHAT WE'RE DOING TODAY.

ANOTHER AREA IN TERMS OF OUR ACADEMIC PROGRAMS IS OUR ONLINE PROGRAMING.

WE'RE EXCITED THAT THAT HAS BECOME A FOCUS OF HOW WE DRIVE ONLINE PROGRAMING.

AND OUR MARKETING'S ROLE IN THAT IS TO TELL THEM, TELL THE POPULATION, MAKE US TOP OF MIND WHEN PEOPLE ARE CONSIDERING ONLINE CERTIFICATE CERTIFICATION AND DEGREES.

SO THIS YEAR WE WILL AND YOU'LL SEE AT THE END OF THE PRESENTATION WE WILL START TELLING PEOPLE ABOUT OUR ONLINE PROGRAM OFFERING AND MAKING SURE THAT WE HAVE A STRATEGIC AND INTEGRATED APPROACH TO DRIVE THOSE ENROLLMENTS AS WELL.

MOVING ON TO WORKFORCE.

THESE ARE THE FOUR AREAS THAT I JUST SPOTLIGHT TODAY.

WE HAVE TONS MORE THAT WE'RE WORKING ON, BUT I WANTED TO MAKE SURE, YOU KNOW, WE ARE PARTNERING WITH THE PRESIDENT'S ON THE SECTOR DEVELOPMENT PROGRAM AND THE WORKFORCE TEAM AS WELL, PROVIDING SUPPORT IN THEIR PARTNERSHIPS, PROVIDING SUPPORT IN TERMS OF HOW THEY EXHIBIT WHEN THEY GO AND TALK TO DIFFERENT INDUSTRY LEADERS AND MAKING SURE THAT WE ARE POSTING THIS ON OUR SOCIAL MEDIA SO PEOPLE KNOW WHAT WE'RE DOING IN THESE DIFFERENT AREAS.

ADDITIONALLY, OUR ALUMNI NETWORK IS VERY STRONG.

WE HAVE AN OPPORTUNITY TO HAVE THEM BE AMBASSADORS FOR THE DALLAS COLLEGE TEAM.

SO WORKING WITH DR.

FREEMAN AND HER TEAM ON THE WORKFORCE SIDE, WE ARE LOOKING AT HOW DO WE DO MORE ENGAGEMENT OPPORTUNITIES, PROVIDING SOCIAL MEDIA, PROVIDING WAYS FOR THEM TO COME BACK AND ACTUALLY TELL ABOUT THEIR EXPERIENCE AS WELL WITH SPOTLIGHT STORIES THROUGH COMMUNICATION.

I HAD THE OPPORTUNITY TO SPEND SOME TIME AT RICHLAND WITH THE EMERITUS PROGRAM.

I WENT AND SAT DOWN WITH ABOUT 30 PEOPLE WHO ARE CURRENTLY IN OUR EMERITUS PROGRAM AND LISTEN TO THE HISTORY OF WHAT THAT PROGRAM WAS. AND AFTERWARDS I SAT DOWN WITH ROY BOND, WHO'S LEADING IT FROM WORKFORCE, AND WE STARTED IDEATING ON HOW DO WE SUPPORT THIS EFFORT? SO WE DO HAVE A TARGETED EFFORT AROUND HELPING THEM WITH THE FACEBOOK PAGE FLIERS ALLOWING US TO TALK ABOUT THE PROGRAM OFFERING THAT WE HAVE THROUGH TARGETED EMAILS.

AND THEN I WOULD BE REMISS IF I DID NOT JUST SHARE A LITTLE BIT ABOUT OUR 50TH ANNIVERSARY ON THE FOUNDATION.

MY TEAM IS WORKING IN PARTNERSHIP WITH THE FOUNDATION TEAM TO BRING EVENTS TO LIFE.

WE KICK IT OFF IN THIS OCTOBER AROUND A BIG EVENT AT THE 50TH ANNIVERSARY AT THE PEGASUS CENTER, AND THEN WE WILL CONTINUE TO HAVE SORT OF NATIONAL DRUMBEAT KIND OF EVENTS THROUGH MEDIA, THROUGH LUNCHEONS AND THEN THROUGH THE SOLAR ECLIPSE. THAT'S GOING TO HAPPEN IN APRIL.

SO THAT SORT OF JUST GIVES YOU 50% OF THE PRESENTATION WITH REGARDS TO ACADEMICS AND WORKFORCE.

I NOW WANT TO JUST TELL YOU A LITTLE BIT ABOUT WHAT WE'RE DOING WITH THE STUDENT POPULATION.

OUR CHANCELLOR ALLUDED TO EARLIER THAT WE'VE JUST STARTED SOME FOUNDATIONAL RESEARCH.

SO THIS YEAR, THIS WEEK, AS A MATTER OF FACT, WE ARE EMBARKING ON TWO BIG PIECES OF RESEARCH.

WE ARE GOING TO TAKE AN INSIDE VIEW LOOKING OUT.

SO THINK ABOUT THAT AS 5000 OF OUR STUDENTS THAT HAVE BEEN ENROLLED WITH US SINCE FALL OF 2022.

WE'RE TRYING TO REALLY LEARN THEIR PERSPECTIVE OF HOW THEY CAME TO DALLAS COLLEGE.

WHAT WERE SOME OF THE TRIGGERS, THE BARRIERS, THEIR ATTITUDES? WE'RE TARGETING FROM AGE 16 TO AGE 90, AND WE'RE LOOKING AT 5000 SO THAT WE CAN GO VERY DEEP ON THE TYPES OF PROGRAMS THEY'RE IN, THE TYPE OF RESOURCES THEY LEVERAGE.

AND THEN WE'RE GOING TO DO AN OUTSIDE VIEW IN.

SO THAT'S THE DALLAS COUNTY.

SO 1000 SAMPLE OF COMMUNITY LEADERS, PEOPLE WHO HAVE NOT NECESSARILY ENGAGED WITH DALLAS COLLEGE TODAY.

BUT WHAT WE WANT TO UNDERSTAND IS WHERE IS OUR AWARENESS? HOW LOYAL ARE PEOPLE TO DALLAS COLLEGE? WHAT ARE THEIR PERCEPTIONS ABOUT DALLAS COLLEGE? DO THEY KNOW ABOUT OUR PROGRAMING? ADDITIONALLY, WE WILL UNDERSTAND OUR COMPETITIVE SET.

WHO DO WE COMPETE WITH AND WHAT IS OUR VALUE PROPOSITION AS IT TERMS TO HIGHER ED IN DALLAS?

[00:50:05]

IS IT WORTH IT TO COME TO DALLAS COLLEGE AND WE CAN THEN BEGIN SHARING THAT MESSAGE FROM A STUDENT VOICE? AND FINALLY, ON A SEGMENTATION PERSPECTIVE, WHAT IS IT GOING TO GIVE US? IT'S GOING TO GIVE US A ROADMAP ON HOW TO SIZE THE DALLAS MARKET AND HOW TO DETERMINE WHAT ARE THE RIGHT MESSAGES FOR THE RIGHT TARGET IN THE RIGHT CHANNEL. AND THEN HOW DO WE COMPETE? HOW DO WE SOURCE SOMEBODY TO COME TO OUR COLLEGE VERSUS THEIR OTHER OPTIONS? AND SO THAT'S ONE OF THE BIGGEST THINGS AROUND THE SEGMENTATION WORK.

AND THE OUTPUT IN PARTNERSHIP WITH OUR STUDENT SUCCESS TEAM WOULD BE THE SEGMENTS, SEVEN SEGMENTS, AND WE WILL UNDERSTAND THE DAY IN THE LIFE OF THOSE SEGMENTS SO THAT WE CAN BE MORE EFFECTIVE.

SO GOING BACK TO THIS VENN DIAGRAM, HAVING THAT KNOWLEDGE ABOUT WHAT ARE THE TRIGGERS AND BARRIERS FOR OUR PROSPECTIVE STUDENT POPULATION IS CRITICALLY IMPORTANT SO THAT WE CAN ATTRACT THEM.

WE WANT TO MAKE SURE THAT DALLAS COLLEGE IS TOP OF MIND WHEN THEY'RE THINKING ABOUT THEIR ALTERNATIVE CHOICES TO GO TO SCHOOL.

THIS IS JUST A PROCESS SLIDE.

SO I PUT THIS UP HERE BECAUSE THIS IS SORT OF THE JOURNEY WITH STUDENT SUCCESS.

WHEN YOU APPLY, YOU REGISTER AND THEN THERE'S MIDTERMS AND THEN THERE'S THE END OF THE SEMESTER.

THE GOAL OF THIS IS JUST TO SAY THAT FROM A MARKETING PERSPECTIVE, WE ARE SUPPORTING THE COMMUNICATION EFFORTS ALONG THIS JOURNEY IN PARTNERSHIP WITH THE STUDENT SUCCESS TEAM. OUR GOAL IS TO HELP STUDENTS TO RE ENROLL AT THE END OF THE SEMESTER, TO DRIVE PERSISTENCE, TO HELP THEM GRADUATE, AND BASICALLY MAKE SURE THEY HAVE ALL THE COMMUNICATION AND TOOLS THEY NEED TO DO THAT.

ONE THING I DO WANT TO SPOTLIGHT IS THE MEDIA TEST.

SO WHAT WE DID THIS YEAR AND THIS IS ALLOWING US TO BE MORE TARGETED.

WE TESTED HOW DO YOU PUT EMOTIONAL MESSAGING WITH FUNCTIONAL MESSAGING? SO EMOTIONAL MESSAGING IS DALLAS COLLEGE GETS YOU.

WE UNDERSTAND YOU WANT TO TO DO SOMETHING DIFFERENT.

THE FUNCTIONAL MESSAGES.

WE HAVE 18 LOCATIONS FOR YOU.

WE HAVE OVER 100 DIFFERENT PROGRAMS FOR YOU HITTING PEOPLE WITH THOSE TWO MESSAGES IN THEIR RESPECTIVE MEDIA CHANNELS, RADIO, ONLINE STREAMING ON YOUTUBE.

THAT IS WHAT WE'VE BEEN DOING TO DRIVE THEM TO THE WEBSITE.

AND SO WHAT YOU SEE HERE IN THE RESULTS ARE WE'VE TARGETED EARLY CHILDHOOD EDUCATION TO COME INTO OUR DUAL CREDIT PROGRAMS. WE'VE GOTTEN PEOPLE TO COME TO OUR WEBSITE FROM THIS EFFORT.

THE GOAL IS TO TAKE EVERY DOLLAR THAT I SPEND IN MARKETING AND MAKE SURE IT'S DRIVING OUR PROSPECTIVE STUDENTS OR EXISTING STUDENTS TO OUR WEBSITE TO APPLY, TO REGISTER AND TO LEARN MORE.

OKAY. THE NEXT THREE PAGES ARE JUST GOING TO BE HIGHLIGHTS OF HOW WE'RE SUPPORTING OUR STUDENT SUCCESS TEAM.

WE HAVE A VERY ROBUST COMMUNICATION PLATFORM.

WE SAID ALMOST A MILLION EMAILS TO REGISTERED STUDENTS AND TO OUR PROSPECTIVE STUDENTS TALKING TO THEM ABOUT THE JOURNEY WITHIN STUDENT SUCCESS THAT THEY'RE CONTINUING.

WHAT IF THEY APPLIED AND THEY HAVEN'T REGISTERED FOR CLASSES? WE TARGET THEM WITH THAT MESSAGE.

WHAT IF IT'S A PROMISE STUDENT? THEN WE'RE FOCUSING ON OUR RESOURCES.

SO WHAT IF THEY'RE IN DANGER OF NOT OF BEING DEREGISTERED FROM CLASSES? WE'RE TARGETING THEM WITH OUR FINANCIAL AID RESOURCES.

SO OVER ALMOST A MILLION REGISTRATION EMAILS WENT OUT, AND THAT IS IN SUPPORT OF THE RESULTS YOU'VE HEARD FROM ENROLLMENT IN TERMS OF ALMOST HITTING OUR TARGET. I PROMISE.

RECRUITMENT IS THE ONE AREA WHERE MARKETING ACTUALLY LEADS IT FROM SOUP TO NUTS, MEANING ALL THE CREATIVE, ALL THE DATABASE TARGETING ALL THE DIRECT MAIL EFFORTS.

AND THIS YEAR, WITH OUR WELCOME PACKET, OUR SWAG PERSONALIZED COMMUNICATION, WE ARE SEEING 11% INCREASE IN OUR PROMISE STUDENTS.

SO WE ALSO, IN PARTNERSHIP WITH THE STUDENT SUCCESS TEAM, WE STARTED OPEN HOUSES SO THAT THEY CAN COME AND LEARN MORE AND ALSO HAPPEN TO UNDERSTAND HOW THEY CAN PENETRATE THE DALLAS COLLEGE RESOURCES THAT ARE NEEDED.

[00:55:01]

WE ARE ACTUALLY MARKETING OUR RESOURCES.

SO WE HAVE DONE A TREMENDOUS JOB WITH OUR SUCCESS COACHES.

WE'VE NOW PULLED IT INTO OUR ADVERTISING CAMPAIGN.

WE'RE TALKING TO OUR STUDENTS ABOUT THOSE RESOURCES AND WHERE TO FIND THEM.

BUT WE'RE ALSO TALKING ABOUT OUR STUDENT CARE NETWORK RESOURCES, MENTAL HEALTH RESOURCES, OUR DARK PASSES, OUR PANTRIES.

THIS IS THE FIRST TIME THAT WE'RE ACTUALLY TELLING STUDENTS THAT WE HAVE THOSE AVAILABLE THROUGH TARGETED MEDIA.

SO DIGITAL MEDIA, OUR SOCIAL MEDIA THROUGH OUR SEARCH EFFORTS AS WELL, AS WELL AS TARGETED CAMPAIGNS AND TEXTING.

SO WE'RE VERY EXCITED ABOUT HOW WE'RE SUPPORTING THE STUDENT SUCCESS TEAM AND DRIVING ENROLLMENT AND PERSISTENCE THIS YEAR.

AND WE WILL CONTINUE TO DO THAT THROUGH THE REST OF THE YEAR.

THE LAST PIECE OF THE PRESENTATION IS TO PIVOT ON DALLAS COLLEGE BRAND.

SO AS I WAS COMING HERE, I WAS SAYING, OKAY, WHAT IS HOW AWARE PEOPLE OF ALL THE WORK THAT WE DO? AND SO THAT'S THE IMPETUS FOR ME TO MAKE SURE WE ALWAYS HAVE A FOCUS ON IT.

I WANT TO JUST TALK ABOUT THE EMPLOYEE SIDE OF THE EQUATION FIRST.

SO EMPLOYEE ENGAGEMENT, WE HAVE EXECUTIVE COMMUNICATIONS WHERE WE DO BIG EVENTS LIKE CONFERENCE DAY AND GRADUATION, BUT WE ALSO HAVE SMALLER EMPLOYEE ENGAGEMENT WHERE OUR CHANCELLOR TALKS ABOUT THE TOP THINGS THAT ARE GOING ON ON A MONTHLY BASIS THROUGH OUR 60S WITH WITH THE CHANCELLOR. WE'VE INSTITUTED JOBA WITH JUSTIN ON EACH OF THE CAMPUSES WHERE THEY CAN BE INFORMAL TOUCHPOINTS OF GETTING THE STUDENT FEEDBACK ABOUT THE PROGRAMS THAT WE'RE DOING.

AND THEN ON SOME OF OUR BIGGER BIG IMPLEMENTATION PROJECTS, WHETHER IT BE WORKDAY OR FLEX WORK, WE'VE DONE LUNCH AND LEARN, SO WE GET FACULTY AND EMPLOYEE FEEDBACK.

I'M ALSO EXCITED TO TO INTRODUCE THAT WE WILL BE WORKING ON A SPEAKERS BUREAU WITH THE LAUNCH TIMING OF THE SPRING WHERE WE HAVE SO MUCH GREAT SPOTLIGHT STORIES AND TOPICS TO TALK ABOUT.

WE ARE NOW CURATING THAT CONTENT AND IDENTIFYING WHO ARE THE KEY SPEAKERS THROUGHOUT OUR ORGANIZATION THAT WE CAN DEPLOY INTO THE COMMUNITY, BUT ALSO DEPLOY TO MEDIA TO HAVE SORT OF OUR NARRATION TAKEN AT THE HIGHEST LEVEL IN THE DALLAS AND TEXAS AREA. WE DO TONS OF EVENTS AND OUR EVENTS TEAM IS VERY WIDE ACROSS EVENTS ON OUR CAMPUSES, BUT ALSO ACROSS DIFFERENT AREAS.

IN TERMS OF OUR CONSTRUCTION OPPORTUNITIES.

OUR BOND INFORMATION SESSIONS ARE DONE THROUGH THE TEAM HERE WITH EVENTS.

UM, AND JUST FOR A LITTLE BIT OF SCALE, OUR EVENTS TEAM HAS DONE ABOUT 40 PLUS EVENTS THIS YEAR.

WE REACH ABOUT 75, 7500 PEOPLE IN PERSON, BUT IT CAN GO FROM OUR CULTURAL DAYS LIKE HISPANIC HERITAGE MONTH, WHICH WE'RE ABOUT TO WE'RE ABOUT TO KICK OFF OR PRIDE PARADES OR MOCK PARADES, OR IT COULD BE GROUNDBREAKINGS OR IT COULD BE THE BEZOS ACADEMY OPENING OR IT IS LARGE SCALE LIKE OUR GRADUATIONS AND CONFERENCES.

SO I WANTED TO JUST GIVE YOU A PERSPECTIVE OF THE SCALE, SCOPE AND SIZE OF OUR EVENTS TEAM AND IN PARTNERSHIP WITH OUR COMMS AND EVENTS WE ARE TRYING TO EARN GET EARNED MEDIA.

SO WE'VE HAD VERY GOOD MEDIA RELATIONS THIS YEAR GETTING INTO THE DALLAS MORNING NEWS, HAVING CBS FEATURE SOME OF OUR STUDENTS ACROSS THE BOARD.

OUR ROLE IS TO MAKE SURE THAT WHAT WE'RE DOING IS GETTING TO A MUCH BROADER AUDIENCE.

AND SO I'M GOING TO END WITH OUR CREATIVE.

AND WHAT I'M EXCITED TO SHARE IS THAT OUR CREATIVE IS COORDINATED AND INTEGRATED THROUGHOUT EVERYTHING THAT WE'RE DOING.

WE HAD FIVE DIFFERENT SPOTS, AND WHAT YOU SHOULD BE SEEING IS MOST OF THAT SNAPSHOT OF EDUCATION THAT WORK ON DART BUS WRAPS ON BILLBOARDS.

WE HAVE SPANISH ADS ACROSS THE BOARD.

SO THESE ARE SOME OF OUR AWARENESS TACTICS THAT WE'RE USING.

AND THIS MAP HERE WITH REGARDS TO HOW WE'RE PENETRATING DALLAS SHOWS THAT IN THE GREEN DOTS, THAT'S WHERE ALL OF OUR BILLBOARDS ARE.

SO THINK ABOUT IT ON THE OUTSKIRTS AROUND 635 HIGH TRAFFIC AREAS.

[01:00:03]

WE ARE TARGETING TO GET ABOUT 48 MILLION IMPRESSIONS AND THROUGH OUR BILLBOARDS AND ABOUT 8 MILLION IMPRESSIONS BASED OFF OF WHERE DART IS GOING WITH THE SUPER BIG BUSSES, SMALL BUSSES, THE BUS STOPS DIGITAL ON THE DART TRAMS AS WELL.

OKAY. WHAT DOES PLANNED IN MARKET IMPRESSIONS MEAN? THAT MEANS THE NUMBER OF EYES THAT ARE SEEING THAT BILLBOARD.

SO WHEN WE ADD UP ALL OF OUR 46 BILLBOARDS AND POSTERS, IT IS ESTIMATED 48 MILLION PEOPLE ARE SEEING IT FOR THE TIME THAT WE HAVE IT IN MARKET.

OKAY. THANK YOU. SO I'VE TALKED ABOUT THE BIG SORT OF AWARENESS THINGS THAT PEOPLE WILL MAKE US TOP OF MIND. WE ACTUALLY DO A LOT OF DIGITAL WORK WHERE WE'RE BEING VERY TARGETED IN OUR EFFORTS, AND THAT'S WHAT WE'RE TRYING TO CONVERT THEM TO OUR WEBSITE, BANNER ADS ON WEBSITES, SPANISH DISPLAY ADS WHEN THEY'RE SEARCHING AND MAKING SURE THAT WE ARE TALKING TO THEM IN THEIR OWN ENVIRONMENT ON THE COMPUTER.

ADDITIONALLY, OUR SOCIAL MEDIA, WE HAVE REALLY INVESTED IN ORGANIC SOCIAL, WHICH MEANS WE DON'T PAY FOR THIS.

THIS IS WHAT WE DO TO CURATE CONTENT FOCUSED ON MORE VIDEO CONTENT AND DRIVING ENGAGEMENT.

SO YOU SEE, WE HAVE 14,000 AUDIENCE GAIN.

WE HAVE ENGAGEMENT OF 216,000.

WHAT THAT MEANS IS PEOPLE ARE EITHER SHARING A POST, THEY'RE COMMENTING ON A POST ON OUR SOCIAL MEDIA PLATFORMS. THIS IS DOUBLE THE AMOUNT WE DID LAST YEAR.

AND THEN FINALLY, WE ARE WAY WE ARE MORE ROBUST THAN OUR OTHER COMMUNITY COLLEGES IN THE AREA.

SO TCC AND COLLIN COUNTY, WE HAVE A MUCH STRONGER PRESENCE ACROSS ALL OF THE SOCIAL MEDIA PLATFORMS. AND THIS IS JUST TO SHOW IT IS A VERY INTEGRATED APPROACH ACROSS SUMMER AND FALL WITH MOST OF THE AREA BEING IN THE FALL TO PUSH ENROLLMENT. SO WE'RE GOING TO CONTINUE THIS EFFORT AS WE LOOK INTO NEXT YEAR.

RESULTS. SO TODAY YOU HEARD THE NUMBERS AROUND OUR ENROLLMENT, BUT THIS IS ALSO IN SUPPORT OF OUR MEDIA CAMPAIGN.

THIS YEAR, WE ARE GETTING 235 MILLION IMPRESSIONS FROM OUR ADVERTISING.

IT IS 41% MORE.

SO THIS IS THE IMPRESSIONS.

WHEN PEOPLE SEE YOU ON TV OR HEAR YOU ON THE RADIO.

OKAY. AND WHAT THAT IS HAPPENING IS THAT OUR MEDIA SPEND WAS RELATIVELY FLAT, BUT WE'RE GETTING A MUCH BETTER IMPACT IS WHAT'S HAPPENING AROUND THAT.

HOW DO YOU TRACK THAT? WELL, FIRST OF ALL, IT'S BASED OFF OF THE COST THAT WE PAY FOR ADVERTISING.

AND THIS YEAR WE'RE GETTING ABOUT PER IMPRESSION ABOUT 1.3 CENTS.

WHEREAS LAST YEAR FOR THE SAME MEDIA WE PAID ABOUT $0.02 ON EVERY IMPRESSION.

SO IT IS WE'RE WE'VE BASICALLY REDUCED THE COST TO REACH THE SAME AUDIENCE IS HOW WE MEASURE THAT.

SO YOU'RE GETTING A BETTER RETURN ON THE INVESTMENT THAT YOU'RE MAKING, CORRECT? THE IMPRESSIONS ALSO ARE BASED ON TRAFFIC PATTERNS FOR THOSE AREAS, RIGHT? SO THE BASELINE TRAFFIC PATTERNS ALSO WE MEASURE IT THROUGH MEDIA CHANNELS, THROUGH OUR MEDIA PARTNERS OF WHAT THEIR RATES ARE AS WELL.

OUR WEBSITE IS UP 29% AND THAT'S ALL AROUND DRIVING ENROLLMENT.

SO WITH THAT, I WOULD LIKE TO JUST SHARE OUR SPOTS.

YOU MAY HAVE SEEN SOME OF THEM ON TV, BUT THIS IS JUST GOING TO GIVE YOU A QUICK LITTLE SNAPSHOT OF ALL OF OUR ADS.

YOU WATCH THAT SCREEN. YEAH, THIS IS SAM, A STUDENT AT DALLAS COLLEGE.

SAM HAS ALWAYS BEEN GOOD AT EVERYTHING.

HE TRIES NOT SKATEBOARDING.

THAT'S WHY SAM'S USING HIS TIME AT DALLAS COLLEGE TO FIND NEW THINGS TO BE GOOD AT.

WHAT HAPPENED? KICKFLIP BOARDSLIDE.

BOARDSLIDE. THAT'S LEGIT.

LOOKS LIKE NOT BEING GOOD AT SOMETHING HAS HELPED YOU FIND YOUR TRUE PASSION.

DALLAS COLLEGE EDUCATION.

THAT WORKS. SO THAT WAS OUR TOP PERFORMING AD, AND ONE OF THE REASONS IT WAS THE TOP PERFORMING IS THAT IT TALKED ABOUT SAM AS A STUDENT, BUT THEN SAM AS EMPLOYED.

[01:05:01]

SO THIS IS PROBABLY THE AD THAT HAS BEEN PLAYED MOST ROTATION BECAUSE OF ITS PERFORMANCE OF THAT.

FOR WHICH AGENCY OR DO WE HAVE AN AGENCY THAT DOES THIS FOR US OR WE HAVE A PRODUCTION COMPANY THAT PRODUCES THE ADS CALLED NAME TAG.

NAME TAG. OUR SECOND ONE.

THIS THIS WAS OVERALL THE TOP AD FOR EVERYBODY.

WE ALSO HAVE OTHER ADS THAT TARGET DIFFERENT PEOPLE.

SO KHLOE, STEM STUDENT, VERY WELL WITH WOMEN.

SO LET ME PLAY THIS.

THIS IS KHLOE, A STUDENT AT DALLAS COLLEGE.

KHLOE LOVES TO BE A PART OF THINGS, PART OF A BAND, NICE PART OF A TEAM AND PART OF THIS AT DALLAS COLLEGE, YOU'LL NOT ONLY FIND CLASSES THAT FIT YOUR SCHEDULE AND YOUR INTERESTS NICE, YOU'LL ALSO FIND A PLACE WHERE YOU BELONG.

DALLAS COLLEGE EDUCATION THAT WORKS.

THIS SPOT WAS ALL ABOUT SHOWING ALL THE DIFFERENT THINGS YOU CAN DO AT DALLAS COLLEGE AND STILL GET A GREAT EDUCATION.

THIS OVERPERFORMED WITH WOMEN BETWEEN THE AGES OF 18 AND 25.

SO WE PUT THIS IN ROTATION WHERE THAT IS A OVERINDEX OF WOMEN.

TALKING TO OUR YOUNG MALES.

THIS WAS THE MOST POPULAR AD IN TERMS OF YOUNG AFRICAN-AMERICAN HISPANIC MALES.

AND YOU'LL SEE WHY IN A MINUTE.

THIS IS JARED AND JADA.

ACTUALLY, I'M JARED.

AND I'M JAMIE. THAT'S TWINS.

THEY'VE ALWAYS HAD TO SHARE THE SAME CLOTHES, ALWAYS THE SAME BIRTHDAY AND THE SAME PRESENTS AND THE SAME CAR.

I NEED THE CAR, BRO. CAR NEEDS A NEW FAN BELT.

BUT AT DALLAS COLLEGE, THEY DON'T HAVE TO SHARE WITH SEVEN CAMPUSES AND HUNDREDS OF CLASSES THAT EASILY TRANSFER TO A UNIVERSITY.

THEY GET A PERSONAL EDUCATION.

DALLAS COLLEGE.

THAT'S MY EDUCATION.

THAT WORKS. SO IN PARTNERSHIP WITH THE ACADEMICS TEAM, WE TALKED ABOUT WHAT ARE THE AREAS THAT WE WANTED TO HIGHLIGHT IN OUR ADVERTISING.

AND THIS WAS ONE OF THOSE AREAS THAT WE ALIGNED ON AND TALKED ABOUT TRANSFERRING TO ANOTHER COLLEGE.

SO WE'RE TRYING TO SHOW THE THE THE VERSATILITY OF DALLAS COLLEGE ACROSS ALL OF OUR ADVERTISING SO THAT PEOPLE CAN SEE THEMSELVES IN DALLAS COLLEGE.

OLIVIA. SO OLIVIA IS TWO SPOTS.

IT'S GOING TO BE IN ENGLISH AND IN SPANISH, AND THIS IS PLAYED ON OUR GENERAL MARKET NETWORKS THAT ARE OVERINDEXING WITH HISPANICS, BUT ALSO IN TELEMUNDO AND UNIVISION.

MEET DALLAS COLLEGE STUDENT, OLIVIA AND HER CHILDREN.

MOM, MY HAIR.

SOPHIA. MOM, CAN I HAVE A SPOON, PLEASE? LOUIS MOM AND MATEO, YOU'VE GOT YOUR HANDS FULL.

OLIVIA ESPECIALLY AS A SINGLE PARENT.

THAT'S WHY DALLAS COLLEGE HAS SUCCESS.

COACHES TO WALK YOU THROUGH EVERY STEP OF GOING BACK TO COLLEGE AND GIVE YOU THE SUPPORT YOU NEED.

WAY TO GO, OLIVIA.

YOU'RE WELL ON YOUR WAY TO BECOMING A TEACHER.

I GOT THIS.

DALLAS COLLEGE EDUCATION THAT WORKS.

I'LL TELL YOU ABOUT THE SPANISH.

HERE IS OLIVIA UN ESTUDIANTE DE DALLAS COLLEGE E SUS HIJOS.

SOFIA. MAMA.

LUIS. DE MATTEO.

DE LAS MANOS LLENAS.

OLIVIA ESPECIALMENTE COMO MAMA SOLTERA.

POR ESO DALLAS COLLEGE TIENE CONSEJEROS DE ÉXITO AYUDARAN IN CADA PASO EN EL CAMINO DE REGRESO AL COLEGIO.

YO PUEDO. DALLAS COLLEGE EDUCATION THAT WORKS BHARATHI.

SO IT'S IMPORTANT TO SHOW THAT WE HAVE RESOURCES TO ASSIST OLIVIA.

THIS WAS THE TOP PERFORMING HISPANIC AD WHEN WHEN PEOPLE WE TESTED IT WITH HISPANICS AND THEY SAID, THIS IS FOR ME.

THIS AD I CAN RELATE TO THIS.

IT WAS A VERY POSITIVE PERSPECTIVE.

SO WE WERE ABLE TO PUT THIS IN ROTATION.

I'M GOING TO SHOW OUR NEXT ONE, WHICH IS CECILIA.

IT'S A LITTLE DIFFERENT DYNAMIC.

IT'S FOCUSED ON A FAMILY PERSPECTIVE AROUND EDUCATION AND CECILIA 60, THIS IS CECILIA, A STUDENT AT DALLAS COLLEGE.

SHE COMES FROM A FAMILY THAT ALWAYS LIKES TO BE FIRST.

HER ABUELA WAS THE FIRST IN THE FAMILIA TO COME TO THIS COUNTRY.

HER MOMMY AND PAPI WERE THE FIRST TO BUY A HOUSE, AND HER OLDER BROTHER RAMIRO WAS THE FIRST TO RUN A MARATHON.

AND NOW I'M GOING TO BE THE FIRST IN MI FAMILIA TO GO TO COLLEGE.

WITH AFFORDABLE TUITION AND SHORT TERM EIGHT WEEK CLASSES, DALLAS COLLEGE HELPS CECILIA MAKE IT ALL THE WAY TO GRADUATION.

[01:10:05]

BHARATI. AND THEN THERE IS CECILIA.

DE UNA FAMILIA CU LES GUSTA SER LOS PRIMEROS SU ABUELA FUE LA PRIMERA MANERA DE ESTE PAIS SU MAMA PAPA FUERON LOS PRIMEROS ENCONTRAR MIENTRAS EL PRIMERO ENCORE UN MARATHON Y AHORA SOY LA PRIMERA MI FAMILIA AND ERA COLEGIO CON MATRICULA ECONOMICA DE TENER CLASSES DE OCHO SEMANAS DALLAS COLLEGE LA CECILIA A EMPEZAR A SU GRABACION DALLAS COLLEGE EDUCACION TRABAJA PARA TI.

ALSO, THIS PLAYED VERY WELL WITH YOUNG WOMEN AS WELL.

AND SO WE NOW HAVE THE TOOLS TO SORT OF ROTATE THE MESSAGING TO TARGET SPECIFIC AUDIENCES.

ONE OF THE BIG AHA'S THAT CAME OUT IS THAT WHEN WE PLAYED THIS ADVERTISING AND TESTED IT, WE FOUND OUT THAT THE DALLAS COLLEGE BRAND WASN'T COMING THROUGH AS CLEARLY AS POSSIBLE.

SO WHAT YOU SEE HERE IS THIS SORT OF END STATE OF DALLAS COLLEGE AND OUR DIFFERENT CAMPUS LOCATIONS.

THE SECOND THING WE LEARNED IS BECAUSE WE REALIZED THAT THE AWARENESS OF DALLAS COLLEGE WAS SO LOW, WE CREATED AN ADDITIONAL SPOT.

AND THIS IS A SPOT THAT IS WAY MORE BROAD BASED OF DALLAS COLLEGE.

AND SO I WANT TO SHARE THAT WITH YOU BECAUSE THIS SORT OF HITS HOME TO WHO WE ARE AND WHAT WE OFFER.

SAY HELLO TO DALLAS COLLEGE TO SEVEN CAMPUSES, YOU KNOW, AND LOVE AND 12 MORE LOCATIONS, NEVER MORE THAN A FEW MILES FROM WORK OR HOME TO ONLINE AND IN-PERSON CLASSES THAT FIT YOUR SCHEDULE. NO MATTER WHAT THAT LOOKS LIKE TO SUCCESS, COACHES AND HIGH QUALITY FACULTY HELPING YOU ON YOUR WAY TO GETTING THE EDUCATION YOU NEED AT THE COST YOU WANT AND THE CAREER YOU LOVE.

SAY HELLO TO DALLAS COLLEGE.

STILL PROVIDING THE RIGHT TRAINING FOR THE RIGHT JOBS SINCE 1965.

DALLAS COLLEGE EDUCATION THAT WORKS NOW WORKING EVEN HARDER.

SO THIS SPOT, THINK OF IT AS YOUR BASELINE SPOT THAT WE SHOULD PLAY ALL THE TIME BECAUSE YOU ALWAYS WANT TO HAVE WHAT OUR OFFERING IS AND SO PERFORM VERY WELL AS ACROSS THE BOARD.

AND THEN I JUST WANT TO END WITH AGAIN, THIS IS A TEAM, THIS IS THAT THAT AMAZING TEAM THAT MAKES IT HAPPEN ACROSS COMMS, DIGITAL EVENTS, ALL OF OUR ACTIVATION, OUR ADVERTISING AS WELL.

SO THAT I WILL TAKE QUESTIONS.

YES. TRUSTEE COMPANY.

YES, MA'AM. OH.

I GOT MY QUESTIONS NOW.

DO YOU HAVE GOALS? I WAS LOOKING AT SOCIAL MEDIA.

NUMBER FOUR IS THE 204,000.

THAT SEEMS RELATIVELY LOW.

WHEN YOU HAVE JUST A COUNTY AS LARGE AS DALLAS.

SO HAVE YOU ALL SET GOALS AS TO WHAT YOU'RE TRYING TO INCREASE YOUR NUMBERS TO? ABSOLUTELY. WE ARE BASING IT OFF OF LAST YEAR'S PENETRATION.

AND SO FOR EACH OF OUR CHANNELS, SO CHANNEL WOULD BE INSTAGRAM, FACEBOOK, TWITTER, SNAPCHAT AND LINKEDIN. WE HAVE TARGETED GOALS FOR EACH OF THOSE, AND IT'S GROWING VERSUS WHAT WE HAVE AND GROWING FOLLOWERS AND ENGAGEMENT.

SO YES, WE DO.

YEAH. NOW I'LL ADD TO THAT ALSO, IT'S ABOUT EXPOSURE.

I DON'T KNOW IF THERE'S A IF THERE'S A NEW MIC ON OR SOMETHING.

WE'RE PICKING UP SOME ACOUSTICS, BUT IT'S ABOUT EXPOSURE, BUT ALSO ABOUT CONVERSION RATE.

IT'S ABOUT ONCE SOMEONE'S ON OUR WEBSITE, DO THEY THEN TAKE THAT NEXT STEP TO AN APPLICATION AND THEN EVENTUAL ENROLLMENT? AND THAT'S WHERE THE BACK END DATA SIDE OF THIS BECOMES SUPER IMPORTANT AS YOU TRACK SOMEONE INTO THE WEBSITE THROUGH TO AN APPLICATION AND EVENTUAL ENROLLMENT.

SO THAT THEN INVOLVES THE STUDENT SUCCESS SIDE, IT INVOLVES THE DATA SHOPS AND EVEN THE LABOR MARKET SIDE OR HOW THEN THE CONVERSION THEN TRANSITIONS TO A CAREER AT THE END.

LET ME ASK THE QUESTION THIS WAY AND MAYBE I CAN GET TO THE INFORMATION THAT I REALLY NEED.

I UNDERSTAND WHAT YOU'RE DOING AND IT LOOKS LIKE YOU HAVE VERY COMPREHENSIVE AND WELL LAID OUT PLANS.

SO I COMMEND YOU FOR THAT.

WHAT IS THE GOAL? BASED ON THE INVESTMENT THAT YOU'RE MAKING, WHAT IS THE NUMBER THAT YOU'RE LOOKING FOR? YEAH. FOR FOR ME, I THINK THE GOAL IS THE ENROLLMENT GOAL NUMBER, BECAUSE ULTIMATELY WE'RE THE PURPOSE OF MARKETING IS TO TRIGGER AN ACTIVATION WHICH PUTS SOMEBODY IN THE CLASSROOM.

SO THAT IS THE GOAL. BUTTS IN SEATS.

BUT I NO KNOW. HOUSE BILL EIGHT SAYS THIS IS ABOUT PERSISTENCE AND COMPLETION.

[01:15:02]

IT'S THE COMPLETION OF THE OVERALL CERTIFICATE PROGRAM OR THE ACADEMIC PROGRAM.

SO YOU SAW A SLIDE IN HERE WHERE IT MENTIONED IT HAD LIKE A SIX MONTH CALENDAR AND MESSAGES THAT WENT ALONG WITH THAT AND IT HAD THE WORD GATE ON IT SEVERAL GATES. SO THE MESSAGING AND THE WORK THEN BECOMES HOW YOU PROGRESS SOMEONE THROUGH THE ACADEMIC SEMESTER TO COMPLETION OF THAT SEMESTER OR PROGRAM INTO THE SUBSEQUENT SEMESTER AND THEN ON TO COMPLETION.

SO THAT'S THE GOAL.

ARE MY ASSETS AGAIN.

WHEN YOU'RE ALL SAID AND DONE.

NUMBER OF FOLLOWERS.

FOLLOWERS SPECIFIC.

YEAH. SO OUR GOAL.

WHAT ARE YOU LOOKING FOR? OR WHAT IS? YOU MAY NOT REACH IT.

I DON'T KNOW.

BUT WHAT IS THE GOAL? THE TARGET. WE HAVE SPECIFIC TARGETS.

SO WHY DON'T I DO THIS? MAKE SURE I EMAIL THEM TO YOU BY CHANNEL SO THAT YOU CAN SEE WHAT WE'RE TARGETING.

FOR EXAMPLE, ON INSTAGRAM, I GOT FIVE TODAY.

IN TWO MONTHS I PLAN TO HAVE TEN.

OKAY. YOU UNDERSTAND WHAT I'M ASKING? YES, I AM. SO FOR INSTAGRAM, OUR GOAL IS A 5% INCREASE OVER FOLLOWERS.

THAT'S OUR GOAL.

ARE WE REACHING IT? WE ARE REACHING THAT.

AND THAT'S BASED OFF OF LAST YEAR THE TREND THAT WE HAVE.

SO WE HAVE THOSE NUMERICAL GOALS FOR EACH OF OUR CHANNELS.

AND WE ALSO TRACK NOT ONLY HOW MANY PEOPLE WE HAVE COMING TO OUR SITE, BUT WHAT'S THEIR LEVEL OF ENGAGEMENT, BECAUSE JUST HAVING FOLLOWERS ALONE WHO DO NOTHING IS SORT OF THE THING WE WANT TO MAKE SURE WE ARE ENGAGING WITH.

SO I CAN SEND THAT TO YOU AS A FOLLOW UP SO YOU CAN HAVE THE THE ACTUAL GOAL PER CHANNEL ON FOLLOWERS AND ENGAGEMENT.

DO YOU HAVE A GOAL FOR STUDENT ENROLLMENT INCREASE BASED UPON YOUR EFFORT AND NOT ON MARKETING EFFORTS? BECAUSE WE ACTUALLY SUPPORT THE EFFORT OF WHAT STUDENT SUCCESS DOES.

FROM A MARKETING GOAL PERSPECTIVE, WE ARE PUTTING IN PLACE WHAT WE CAN CONTROL WITH MEDIA, HOW MANY PEOPLE WE DRIVE TO THE WEBSITE. THAT IS PROBABLY THE CLOSEST METRIC OF WHAT DOLLARS YOU PUT IN THE MARKET TO DRIVE THEM TO THE WEBSITE.

THEN WE PARTNER WITH STUDENT SUCCESS TO GET THEM ALL THE WAY THROUGH THE FUNNEL OF APPLYING AND GETTING IN CLASSES.

YEAH. SO I MEAN, THERE'S A, THERE'S A 4% ENROLLMENT TARGET THAT DR.

JOSEPH AND TEAM CERTAINLY LEAD THAT WORK AND THEN SUPPORTED BY MARKETING AND OTHER EFFORTS THAT WE SAW THE CALENDAR OF WHEN THEY'RE DOING SOME OF THE ADS, WHEN THEY'RE DOING SOME OF THE TARGETED MARKETING THAT THEY'RE DOING IT, DOING IT AROUND THE TIME PERIOD THAT WOULD HELP SUPPORT OUR ENROLLMENT SCHEDULE AND TIMELINES.

AND I THINK TO TO BRAD'S POINT EARLIER, IS NOT ONLY THE THE ENROLLMENT PIECE, BUT IT IS THE COMPLETION, IT'S THE ENTIRE STUDENT EXPERIENCE.

RIGHT? SO WE'RE TALKING ABOUT, FOR EXAMPLE, I THINK DOROTHY MENTIONED IN HER PRESENTATION ABOUT THE SUPPORT THAT WE GOT FROM MARKETING TO AVOID STUDENTS BEING DROPPED FOR LACK OF PAYMENT.

RIGHT. THERE WAS A WHOLE CAMPAIGN CURRENTLY, THE MARKETING TEAM TEXTED STUDENTS THAT WERE IN DANGER OF BEING DROPPED, DIRECTED THEM TO RESOURCES THAT THEY COULD APPLY, THAT THE THINGS THAT THEY NEEDED TO DO.

SO THERE ARE A VARIETY OF DIFFERENT THINGS.

SO AS AS A CHANCELLOR MENTIONED, OUR GOAL IS A 4% INCREASE FROM FROM LAST YEAR IN TERMS OF ENROLLMENT.

OF COURSE, THAT INCLUDES AS WELL RETURNING STUDENTS.

SO IT'S NOT ONLY NEW STUDENTS AND WE'RE YOU KNOW, WE'RE WE'RE MOVING IN THE RIGHT DIRECTION.

WE ARE AROUND 98% OF THAT 4% GOAL.

SO WE'RE WE'RE GRATEFUL FOR ALL THE EFFORTS THAT MARKETING HAS MADE.

AND THOSE COMMERCIALS HAVE MADE A HUGE DIFFERENCE.

IF ANYTHING, I DON'T KNOW THAT WE CAN TRACK WHO WATCHED THE COMMERCIAL VERSUS WHO ENROLLED.

HOWEVER, IT CREATES AWARENESS AND EVERYTHING IN MARKETING IS ABOUT THINKING ABOUT COLLEGE.

WHAT'S THE BRAND NAME THAT COMES FIRST IN YOUR HEAD? AND I THINK THAT'S ONE OF THE MAIN OUTCOMES THAT WE ARE SEEKING FROM FROM FROM MARKETING.

OKAY. MY NEXT QUESTION ON PAGE 27, YOU HAD CONVERSION RATE ON APPLICATION.

DEFINE THAT FOR ME.

THAT IS THE CONVERSION RATE MEANS SOMEBODY WHO CAME TO OUR ACTUAL WEBSITE AND HIT APPLY OR HIT REGISTER VERSUS SOMEBODY WHO COMES TO THE WEBSITE AND DOES NOTHING ELSE.

OKAY. UH, THE NEXT THING THAT I WAS CURIOUS ABOUT, YOU MENTIONED THE AMERICAS PROGRAMS.

[01:20:08]

WE ARE DOING MOST OF OUR TARGETING THROUGH SOCIAL MEDIA.

FACEBOOK IS THE NUMBER ONE AREA THAT SENIORS ARE ARE GROWING IN.

AND THEN WE'RE DOING DIRECT MAIL AND TARGETED EMAILS TO THAT GROUP.

IT'S BEEN PROVEN TO BE MORE EFFECTIVE BECAUSE IT'S A MESSAGE COMING DIRECTLY TO THEM, YOU KNOW, BECAUSE AND I'M A WITNESS. EVEN WHEN I'M NOT JUST REALLY WATCHING SOMETHING MY TV IS ON.

SO THERE'S SOME NOISE IN MY HOUSE AND IF I HEAR SOMETHING, IT TRIGGERS ME TO GO WATCH WHAT IT IS.

I USED TO SEE THE ADS THAT WE WERE RUNNING.

I HAVEN'T SEEN ANY OF THESE SO FAR.

WHAT TIME FRAMES ARE YOU RUNNING? AND I THINK AND ONE THING I KNOW, TOO, I SLEEP SPORADICALLY AND I'M UP TO THREE, 4:00 IN THE MORNING, YOU KNOW, AND READING OR WATCHING THE NEWS OR SOMETHING LIKE THAT.

BUT. CAN CAN YOU ALL DO A TEST OR HAS A TEST BEEN DONE TO SEE HOW SENIORS RESPOND AND WHAT KIND OF RESPONSE YOU GET FROM AN AD TARGETING THOSE PROGRAMS? WELL, WE ARE TESTING RIGHT NOW.

THAT'S PART OF OUR LEARNING AND THE SURVEYS THAT ARE GOING OUT THIS WEEK.

WE ARE TALKING ABOUT MEDIA HABITS.

WHERE DO THEY GET THEIR INFORMATION? HOW MANY HOURS DO THEY SPEND ON DIFFERENT TYPES OF MEDIA SO THAT WE CAN ACTUALLY BE MORE PRECISE ON HOW WE TARGET THEM? SO IT'S THE RESULTS FROM THAT.

YOU UNDERSTAND WHAT I'M TALKING ABOUT.

DO YOU FIND THAT YOU DO SOME OF THOSE THINGS THE OLDER YOU GET, WHATEVER, OR I WAS GLAD THAT SHE ANSWERED YOUR QUESTION ABOUT EMERITUS WITH DIRECT MAIL, YOU KNOW, AS BEING ONE OF THE STRATEGIES BECAUSE YOU KNOW, I KNOW LIKE IN POLITICAL CAMPAIGNS THAT WE'VE ALL BEEN INVOLVED IN, WE'RE ALL USING DIRECT MAIL BECAUSE THAT DEMOGRAPHIC IS STILL OPENS THEIR MOUTH AND THAT TYPE OF THING.

BUT WELL, AND AND I'M DIFFERENT.

I GET IT. BUT I THROW IT IN THIS BASKET AND I MAY NOT COME BACK AND LOOK AT IT, YOU KNOW, FOR A WHILE OR OPEN IT UP, YOU KNOW. BUT YOUR RESPONSE IS PROBABLY AN OUTLIER RESPONSE BECAUSE THEY ARE FIRMS THAT FOLLOW WHAT SENIORS DO.

THEY DO QUESTIONNAIRES OR DO SURVEYS.

SO THEY ARE RIGHT IN TARGETING THE WAY THEY'RE TARGETING FOR OLDER PEOPLE.

I TO THROW IT IN THE TRASH.

SO WE'RE ODD, YOU AND I.

ODD. BUT EVEN THOUGH YOU MAY DISCARD THAT PIECE OF MAIL, IT STILL REGISTERS AS A DALLAS COLLEGE.

THAT'S THAT. I GOT IT.

YOU KNOW, AWARENESS, WHATEVER.

WHETHER OR NOT I TOOK A CLOSE LOOK AT IT.

BUT MY RESPONSE TO THE DALLAS COLLEGE PIECE OF INFORMATION IS NOT THE BEST RESPONSE SINCE I ALREADY KNOW SOME OF THIS STUFF IS GOING ON, SO I MAY NEVER OPEN IT UP EVEN THOUGH I GOT IT BECAUSE I ALREADY KNOW WHAT'S THERE.

BUT. BUT I WAS JUST CURIOUS BECAUSE I KNOW, LIKE I SAID, IT WASN'T THEY'RE ACTUALLY WATCHING IT OR NOT.

THAT TV IS BECAUSE, SEE, MY TV STAYS ON 24 OVER SEVEN.

I'M SURPRISED THAT TV HASN'T GONE OUT.

IT MUST BE A DOGGONE GOOD ONE OR WHATEVER.

I TRY TO LET IT DEPENDS ON THE CHANNEL THAT THEY'RE ON.

OKAY. OLDER PEOPLE AREN'T WATCHING THE SAME CHANNEL THAT WE'RE AIMING AT.

WELL YOU'RE AIMING AT THE CHANNELS FOR THANK YOU STUDENTS AND SO FORTH.

BUT ANYWAY, UH, JUST JUST A QUICK ADD THERE TO IT MAY BE A DIGITAL AD ON YOUR PHONE OR SOMETHING THAT FINDS YOU AT A 2 OR 3:00 VERSUS A TV AD IN THE EVENING IF YOU'RE WATCHING THAT.

SO IT'S THE MARKETING MIX IS BUILT IN ON TRYING TO FIND PEOPLE WHERE THEY ARE WHEN THEY ARE AND PROMOTE A MESSAGE AT THAT APPROPRIATE TIME BILL. FIRST OFF, YOUR PRESENTATION ON BEHALF OF YOUR TEAM WAS OUTSTANDING.

THANK YOU VERY MUCH.

I'M CURIOUS ABOUT YOUR MARKETING MAVEN INSTINCTS.

WHAT USE YOU WILL MAKE IN THE FUTURE OF THE PATHWAYS AND BECAUSE WE'VE INVESTED A LOT INTO THAT.

IT'S A KEY STRATEGY FOR STUDENT ACQUISITION, PERSISTENCE, GRADUATION.

[01:25:01]

WHAT DO YOU DO WITH THAT? WELL, THAT'S PART OF HOW WE'RE THINKING ABOUT OUR HIGH DEMAND FIELDS IN PARTNERSHIP WITH THE ACADEMICS TEAM. COUPLE OF THINGS THAT COME TO MIND RIGHT AWAY THAT WE'VE TALKED ABOUT DOING MORE SPOTLIGHT STORIES ABOUT HOW PEOPLE GO THROUGH OUR PATHWAY SYSTEM FROM CERTIFICATE ALL THE WAY THROUGH TO A DEGREE OR TWO, A JOB THAT'S ONE FROM A SPOTLIGHT.

THE SECOND IS TARGETED DIRECT DIGITAL MEDIA ON SUPPORTING THOSE PATHWAYS.

SO ONE THING IS WE HAVE TO HAVE SEARCH.

SO WHEN SOMEBODY SAYS, I WANT TO WORK IN ROBOTICS, FOR EXAMPLE, THEY THE FIRST THING EVERYONE DOES IS GO TO THE WEBSITE.

WELL, WE NEED TO MAKE SURE THAT WE'RE PURCHASING BUYING SEARCH TERMS SO THAT WE CAN THEN GUIDE THEM TO OUR WEBSITE ABOUT WHAT OUR PATHWAY PROGRAMS ARE.

SO THOSE ARE THE TWO THINGS THAT COME TO MIND THAT WE'RE DOING TO SUPPORT THAT EFFORT.

THANK YOU. YOU'RE WELCOME.

DO WE. DO WE HAVE.

THE SERVICE REQUIRED.

DO WE HAVE THE CAPABILITY THAT IF I TYPE IN GOOGLE SKILLS OR IF I TYPE IN, I WANT TO BE A ROBOTICS? DO WE EVEN HAVE IT TO THE POINT THAT WE HAVE THE ABILITY FOR SOMEBODY TO CONTACT THOSE PEOPLE INSTANTANEOUSLY AND SAY, WE CAN ENROLL YOU IN DALLAS COLLEGE WITH THAT CERTIFICATE.

IF I PUT IN RED CORVETTE OR CHEVROLET, DEALERS WILL CALL ME WITHIN 10S.

SO A COUPLE OF THINGS.

WE HAVE HUNDREDS OF PROGRAMS FOR ONE, LET ME ANSWER IT.

AND SO WE HAVE TO PRIORITIZE THE SEARCH TERMS THAT WE PURCHASE BECAUSE IT'S NOT AN INEXPENSIVE THING.

OUR GOAL IS ONCE WE PURCHASE SEARCH TERMS AND SAY IF ROBOTICS IS ONE OF THOSE THINGS, THEN WE HAVE SYSTEMS THAT TAG YOU.

WHICH IS WHAT YOU'RE TALKING ABOUT.

AND WE TRY TO DRIVE YOU TO OUR WEBSITE, BUT ONCE WE TAG YOU, THEN WE CAN START LOOKING AT YOU ON YOUR INSTAGRAM OR YOU ON YOUR FACEBOOK OR YOU WHEN YOU SEARCH ANOTHER SCHOOL ABOUT ROBOTICS AND WE START SHOWING DISPLAY ACTION, DO WE GO TO THAT NEXT LEVEL? AND WE TESTED THE ABILITY TO DIRECTLY CONTACT THAT PERSON.

WE DIRECT CONTACT THE DIRECT CONTACTS ONCE THEY COME INTO OUR DOMAIN.

SO WHEN THEY COME TO OUR WEBSITE, BUT NOT FROM A I CAN I NOT A CHAT BOX THAT'S TARGETED TO THEM AT THAT TIME.

BUT IF THEY COME TO OUR WEBSITE AGAIN, WE CALL THEM DIRECTLY COMMUNICATE WITH THEM.

WE NOT CALL DIRECTLY INTO THEY OPT IN, BUT WE CAN MESSAGE THEM WITH ADVERTISING.

SO ONCE THEY COME TO OUR WEBSITE AND THEY SAY, I WANT TO LEARN MORE, APPLY NOW OR REGISTER, THEN THEY ARE OPTING IN FOR US TO START COMMUNICATING WITH THEM THROUGH OUR STUDENT SUCCESS.

AND SO THAT'S THAT'S WHEN THE PROSPECTING PROCESS COMES INTO PLAY.

FROM THE STUDENT SUCCESS SIDE, ONCE YOU OPT IN, THEN YOU ARE OPEN THEN TO OUR FULL RANGE OF OUTREACH FROM DR.

JOSEPH. THIS IS WHY I SUGGESTED, YOU KNOW, I TALKED ABOUT OUT AT REDBIRD, WE HAVE THE CAPACITY TO HAVE OUR GOOD OUTBOUND TELEMARKETING.

WE CAN HIRE STUDENTS AND PUT THEM ON THE PAYROLL AND WE CAN HAVE WHEN THOSE THINGS HIT, SOMEBODY IS ON THE PHONE CALLING THAT PERSON AND SAYING, LET ME ENROLL YOU. LET ME WALK YOU THROUGH THERE.

SO. WHEN WE GET INFORMATION AND STUDENTS HAVE TO OPT IN BECAUSE YOU CANNOT JUST CALL THEM.

IF THEY DON'T, THEY DON'T WANT TO HAVE INTEREST FORMS ON THE WEBSITE AND THE ENTRANCE FORMS. THEN FEED OUR SALES FORCE, WHICH IS THE, YOU KNOW, THE THE SYSTEM THAT WE USE TO MANAGE ANYBODY WHO IS WHO HAS AN INTEREST, THEN, YOU KNOW, THE AIM IS TO HAVE BETWEEN 24 AND 48 HOURS SOMEBODY REACHING OUT TO THOSE INDIVIDUALS WHO ARE NOT THERE YET.

BUT IF SOMEBODY FILLS OUT A FORM, THAT'S THE INTENT FOR US TO BE ABLE TO REACH OUT TO THOSE INDIVIDUALS TO SAY, WHAT WHAT DO YOU NEED? RIGHT. WE NEED MORE INFORMATION.

DO YOU WANT TO APPLY? DO YOU WANT TO KNOW ABOUT SCHOLARSHIPS, WHATEVER THE INFORMATION MIGHT BE? SO WE'RE WORKING CLOSELY WITH OUR IT PARTNERS TO BE ABLE TO FEED THAT INFORMATION AS QUICKLY AS POSSIBLE.

TO BUILD THAT, I TESTED IT.

I DID THE SHOPPING MARKET NOT FOR US, BUT I DID IT FOR MIT.

AND AND I THINK IT WAS HARVARD BECAUSE I WAS INTERESTED IN THE COURSES.

I WANT US TO OFFER MORE COURSES.

AND I'M TELLING YOU, ONCE I FILLED OUT THAT FIRST ONE, EVERY DAY I GET AN UPDATE ABOUT WHAT'S NOW OFFERED AND PRICE IS NOW CHEAPER AND BLAH, BLAH, BLAH, BLAH, BLAH.

SO YOU OPTED IN.

YEAH. SO THAT'S THE THING.

[01:30:01]

YOU KNOW ME. I WANT US TO NOT WAIT ON ANYBODY.

I THINK IF WE GET AGGRESSIVE, WE DO TOO.

YOU KNOW, HAVING THE ABILITY TO GET THAT INFORMATION.

IF INDIVIDUALS OPT IN, THEN OBVIOUSLY THE YOU KNOW, WE HAVE WHAT'S IT CALLED, THE MARKETING CLOUD OF SALESFORCE.

THAT IS SOMETHING THAT DORSEY'S TEAM USES.

THAT WOULD BE, I THINK, FANTASTIC PRESENTATION.

OH, YES. VERY, VERY ENCOURAGING.

THE PROFESSIONALISM, THE, YOU KNOW, THE PREPARATION THAT YOU'RE BRINGING TO OUR TEAM AND ALL.

I REALLY APPRECIATE THAT.

AND AND I KNOW THAT THE TEAM THAT YOU'RE SUPPORTING REALLY APPRECIATES WHAT YOU'RE DRIVING TO THEM, TOO.

AND SO, YOU KNOW, WE'VE COME TO OUR END OF OUR TIME UNLESS THERE'S SOME ADDITIONAL QUESTIONS.

YEAH, I WAS GOING TO SAY THANKS FOR THAT COMMENT BECAUSE IT IS YOU KNOW, WHAT YOU'VE HEARD IS SO MUCH MORE SOPHISTICATED THAN WHAT IT HAS BEEN AS SOMEONE WHO USED TO HAVE RESPONSIBILITY FOR THAT AREA BACK IN THE STONE AGE, I CAN TELL YOU THE CONNECTIONS BETWEEN THE ACADEMIC SIDE, THE STUDENT SUCCESS SIDE, THE OPERATIONS SIDE AND THE MARKETING SIDE TO PERSONALIZE THE EXPERIENCE FOR THE END USER.

THAT TECHNOLOGY IS HELPING US TO DO THAT IN A MUCH DIFFERENT WAY.

AND SO I'M VERY PROUD OF THE WORK THAT THE TEAM IS DOING.

OKAY. KEEP IT UP. I HAVE A QUESTION.

HAVE YOU CONSIDERED USING DATA ANALYTICS OR DO YOU USE DATA ANALYTICS OR AI OR ANYTHING TO FEED IN THIS INFORMATION AND THEN SPIT BACK WHAT IT IS YOU COULD DO BETTER TO IMPROVE THE OUTCOMES EVEN MORE? SO DO WE USE DATA ANALYTICS IS YES IS THE ANSWER TO THAT QUESTION.

IT REALLY HELPS US TO OPTIMIZE OUR CURRENT SPEND AND WHERE WE ARE SPENDING OUR CREATIVE, WE DON'T.

DO WE USE AI TODAY? NO, NOT AS A GUIDE ON PLANNING OR A GUIDE ON BUYING OR A GUIDE ON CREATIVE, BUT THAT IS SOMETHING WE'RE WORKING WITH JIM PARKER ON, IS LOOKING AT DIFFERENT WAYS THEY MIGHT BE ABLE TO HELP US.

SO THAT'S IT'S BEEN SOMETHING WE'RE TALKING ABOUT AS A LEADERSHIP TEAM AND WE'RE PARTNERING WITH OUR DIGITAL AND IT TEAM ABOUT HOW WE CAN USE IT IN THE FUTURE.

AND IF YOU MAKE THAT DETERMINATION THAT IT CAN BE USED AND HELP YOU GET DO THINGS THAT WILL IMPROVE THE OUTCOMES, PLEASE LET US KNOW.

OKAY. AND A QUICK ADD THERE.

SO SO YOU MENTIONED THE DATA PIECE.

WHEN WE TALK ABOUT CAREERS IN IT OR CAREERS IN DATA, TYPICALLY YOU WOULD THINK ABOUT I'D GO WORK FOR AN IT COMPANY OR SOME TECH FIRM, BUT YOU SAW TODAY WAS A BACK END OF HOW IT AND DATA FIT WITHIN AN EMBEDDED WITHIN MARKETING CONTEXT.

RIGHT? SO THEN THE CAREER FOR A STUDENT GOING THROUGH AN IT OR A DATA TYPE PROGRAM THAT WE MAY OFFER IS NOT JUST IT ANYMORE.

YOU MAY WORK FOR A MARKETING FIRM, YOU MAY WORK FOR A TECH FIRM OR SOMEONE ELSE.

BUT RIGHT. SO THE WORLD CONTINUES TO MERGE, WHICH IS AGAIN THE IMPORTANCE OF WHAT I THINK THE PRESENTATION REFLECTED TODAY.

THANK YOU. ARE THERE ANY OTHER COMMENTS ON COMMITTEE NOTES YOU HAD ANY? THE I JUST LIKE TO ADD KUDOS BECAUSE I KNOW I'M NOT A TARGET STUDENT FOR DALLAS COLLEGE, BUT ON MY GMAIL I NOTICED THAT I STARTED GETTING ADS FOR THE FAST TRACK SUPERVISOR CERTIFICATE, WHICH IS ACTUALLY SOMETHING THAT I WOULD LIKE BECAUSE I'M A BUSINESS OWNER AND I HAVE SUPERVISORS THAT NEED MORE TRAINING, SO WE'RE TARGETING IT. SO I WAS LIKE, OH, OKAY.

LIKE THAT IS ACTUALLY SOMETHING I WOULD BE INTERESTED IN.

SO GREAT JOB. WE HAVE AN AMAZING TEAM WORKING ON OUR OPTIMIZATION OF OUR ADS, SO THANK YOU.

[5.1. Approval of Dallas County Hospital District dba Parkland Health Ground Lease Agreement with Dallas College]

THERE'S NO NEED FOR AN EXECUTIVE SESSION, SO WE WILL ADJOURN AT 1139.

* This transcript was compiled from uncorrected Closed Captioning.