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Minnesota State Colleges and Universities: Board of Trustees

September 2004

Board Meeting Minutes

Wednesday, September 22, 2004
Wells Fargo Place
St. Paul, Minnesota

Trustees Present: Robert Hoffman, Chair, Will Antell, Mary Choate, Tyler Despins, Cheryl Dickson, Ivan Dusek, Clarence Hightower, Vincent Ijioma, Lew Moran, David Olson, Thomas Renier, Ann Curme Shaw and Christopher Schultz

Trustees Absent: Duane Benson and David Paskach

  1. Call to Order
    Chair Robert Hoffman called the meeting to order at 8:43 a.m.

    1. Board of Trustees Major Topic Discussion

      2. *FY 2005 Integrated Communications Action Plan
      Associate Vice Chancellor Manuel López reported on the FY 2005 Integrated Strategic Communications Action Plan that was endorsed at the July Board of Trustees meeting. He stated that a major goal of the report was to develop a System Marketing and Communications Plan consistent with the Chancellor's Annual Work Plan priority of building recognition and support of the System among key stakeholders.

      Associate Vice Chancellor López stated that the one-year action plan is the first step in developing a longer-term strategic communications plan, and the three-year plan will be completed early in 2005.

      Consultant Christine Roberts provided an overview of the draft plan. She stated that the planning process has involved presidents, Office of the Chancellor staff, faculty and staff leadership, and student leaders. She added that the idea is to balance the power of the System in terms of marketing and communications with the influence of the colleges and universities' constituent groups.

      President Pat Johns of Anoka-Ramsey Community College, Leadership Council Co-Chair of the Advancement Committee, thanked the Board and Chancellor McCormick for the opportunity to be involved in the planning process. He emphasized that the process has been very inclusive and fast-paced. He added that this is a plan of the entire organization.

      Ms. Roberts described the process for comprehensive group discussions on goals and objectives; key messages and positioning; and strategies. The rotation of three small groups will ensure that each member has the opportunity for input on each topic.

      At the end of the small group discussions, the Board would reconvene as a whole to hear reports from the three groups and for further discussion.

      Associate Vice Chancellor López reported on the results of discussions on goals and objectives. Associate Vice Chancellor Linda Kohl reported on the results of discussions on key messages and positioning. President Pat Johns reported on the results of discussions on strategies.

      Trustee David Olson stated that his group suggested that the three goals be reprioritized and revised. Goal 2's goals and objectives should become the goal, and goals one and three become objectives. Trustee Olson expressed his concern regarding the measurement of success being based on projected funding of the budgetary request and the possibility of that becoming a setting for failure for staff and volunteers. Chancellor McCormick noted the importance of lobbying efforts and added that it may build a longer range case for the System.

      Trustee Cheryl Dickson stated that this is the first year of a long-range plan and the budget is the focus now but that the plan is an education plan to increase the understanding and appreciation of the System. Current conditions should not prevent the System from carrying out the education plan. Trustee Lew Moran added that the goal is to increase the awareness of the System.

      Chair Hoffman stated that tuition, financial aid, and the debt load have increased and the students have suffered the cost. He added that the System will need to be more effective, efficient and productive in its approach to educating and training the citizens of Minnesota.

      Trustee Tyler Despins commented that a recurring issue is the naming of the institutions. He stated that the Board should address the issue to allow a better understanding of the System to serve the people of Minnesota more effectively.

      Vice Chair Ann Curme Shaw commented that the System needs to focus on offering easier access and entry to businesses and students seeking customized training.

      Trustee Vincent Ijioma asked how many customers are turned away due to over-enrollment and what can be done to improve access. Chancellor McCormick stated that access to the institutions must be more effective and that students should be offered alternative options when one institution may not meet their particular needs. Trustee Clarence Hightower added that leading with a goal for the communication plan to be internally and externally excellent will help address this issue. He stressed the importance of an effective communications plan rather than a lobbying plan. Trustee Ivan Dusek concurred, reiterating the importance of increasing public awareness of the System.

      Chair Hoffman concurred with Trustee Olson's suggestion to reprioritize and to revise Goal 2's goals and objectives.

      Trustee Lew Moran emphasized that the plan should be implemented with a great degree of rigor and method as quickly as possible.

      Chair Hoffman concluded the discussion adding that several will be involved in the development of the plan including Trustee Emeriti. He added that a new draft of the plan will be an agenda item at the October Advancement Committee meeting.

      Trustee Tyler Despins moved that recognizing that the integrated communications action plan continues to be developed, the Board of Trustees endorses the approach in the draft plan and supports the chancellor's further development and implementation of the plan, including points of discussion at the Board meeting. Trustee Vincent Ijioma seconded and the motion carried unanimously.

  2. Adjournment
    Chair Hoffman adjourned the meeting by consensus at 12:25 p.m.

Recorded by Ingeborg K. Chapin
Board Secretary

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