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'Your Success is Our Business'

A current theme that stayed faithful to founder Mayo’s vision for the school was a primary goal for the committee.

In the academic world of ideas and idealism, of inquiry and intellect, it may seem a little crass to talk marketing. But the reality is that today’s world of higher education is so competitive that even the most prestigious schools want to be certain they’re attracting the students they should.

It’s a big job, one which the Marketing Advisory Council at A&M-Commerce recently tackled in a big way when they chose a new theme for the University. The chair of the MAC, Jim Ball, tells how they came to such a significant decision. ...

What is the new theme & how did you arrive at this particular choice?

JIM: During meetings in November and December, members of the Marketing Advisory Council discussed the most probable, expedient means for developing a theme that would focus on the real customer base of Texas A&M University-Commerce: prospective incoming freshmen and transfer students. It would promote the school as a positive, customer-oriented environment specializing in service to students and alumni in the 38- county region comprising Northeast Texas. It would also have to provide a compelling message of partnership. After several months and more discussion, the committee presented its theme choice to President McFarland. “Your Success Is Our Business,” is an assertive, succinct message that enforces the mission of A&M-Commerce. Dr. McFarland enthusiastically embraced the idea and committed a significant budget in order to begin the current marketing program under the direction of Jack Gray, vice president for marketing and resource development.

Who worked on it?

JIM: The MAC is composed of University and off-campus volunteers interested in promoting the academic and citizenship values of A&M-Commerce. The council is fortunate to have a wealth of talent, since it’s made up of key faculty, administration and alumni.

How did you arrive at this particular theme?

JIM: The same way a consumer goods company would approach the idea of establishing brand or product points of difference. The first job of the MAC was to recognize our position among our competitors. A&M-Commerce faces tremendous competition from a proliferation of neighboring community colleges and increased recruiting pressures from other four-year colleges and universities, not to mention on-line access to a staggering number of institutions of higher learning. What do you feel are its strengths? JIM: In order for Jack’s team to craft an effective campaign, the MAC needed a forceful marketing theme that played to the strengths of the University. “Your Success Is Our Business,” says that A&M-Commerce is a student-centered university with

please see “MARKETING,” page 15

First reorganization in decades will call for ‘belt tightening,’ says president

Within the year the University will implement a comprehensive reorganization plan.

President Keith McFarland says the plan is designed to provide a “better organized and more efficient administrative structure, which focuses on serving our students.”

With the proposed reorganization, no academic programs would be abolished, but several academic departments would have new names and some would be consolidated into new departments.

The reorganization changes, which have been on the drawing boards for approximately 18 months, are occurring at a time when A&M-Commerce expects to receive less state funding in the next two years, according to McFarland and Vice President for Business and Administration John Harper.

Harper said the University should expect a reduction in formula funding of approximately $2 million for 2001-2002 because of a decline in student enrollment. Enrollment declined last fall, but this semester’s enrollment figure of 7,358 is up slightly compared to a year ago.

McFarland said the University will have to do some “belt tightening,” including the cutting of 25 jobs from next year’s budget.

“We are confident that we can handle this through attrition and reassignments, but this cannot be considered a guarantee for everyone,” he commented. The University has approximately 950 full-time employees. The reduction of 25 full-time employees is about 3 percent.

University employees heard about the proposed reorganization plan at a forum in February, after which their input was collected for several weeks.

To review the proposed reorganization plans and charts, go to the A&M-Commerce Home Page at http://www.tamu-commerce.edu, click on quick links, and then go to proposed reorganization.

The reorganization changes in final form will be submitted to Howard Graves, chancellor of the A&M University System, and the A&M System Board of Regents. Staff members with the Texas Higher Education Coordinating Board will review the changes.

Specifics of this reorganization plan

• The preservation of the school’s three academic colleges, with the College of Education getting its name changed to the College of Education and Human Services.

• In the department of psychology and special education, psychology would become a separate department, and special education would be moved into the department of elementary education.

• The new Human Services component in the College of Education would consist of the departments of psychology, social work (currently a part of the College of Arts and Sciences) and counseling

. • In the College of Arts and Sciences, a new sciences department would be formed. The department of chemistry would be consolidated into the new department of biology, chemistry, earth and environmental sciences. Physics would continue to have its own department, but would work closely with the new sciences department.

• Journalism and printing programs and faculty would be incorporated into another new department called mass communications, speech, and theatre. This new department would combine journalism, printing, radio/television, speech and theatre and would serve as a foundation for a future mass communications degree, McFarland said.

• In the College of Business and Technology, the general business and systems management department would be renamed systems management and business administration. The Division of Continuing Education would be moved under this college and would work closely in professional development activities and the Center for Professional Development staff.