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Chapter 9
COLLEGE AND COMMUNITY RELATIONS

This chapter reviews the Austin Community College's (ACC) college and community relations in the following sections:

A. Marketing and Public Relations
B. Community and Business Involvement
C. Foundation and Grants Development
D. Governmental Relations

Obtaining institutional support from a variety of internal college and community stakeholders is essential to both a community college's success and the quality of life within the college's service area. Institutional support and involvement includes those activities that enable students, alumni, businesses, parents, other political subdivisions and special interest groups with a stake in higher education to become involved in the community college. Stakeholders are more likely to respond appropriately to the institution's needs and concerns if they are well informed about the issues and challenges facing the college.

BACKGROUND

Effective institutional support programs address the unique characteristics of the college and the community. A critical component of institutional support includes strategies for communicating both with the community (external communications) and within the college (internal communications). Other essential program components include:

  • marketing the institution's programs and services to the community;
  • recruiting volunteers and soliciting business support for college functions;
  • designing outreach activities to encourage community participation in college activities;
  • determining methods for raising funds for scholarships and other needed college activities;
  • enhancing the college's ability to provide services through grants; and
  • maintaining positive governmental relations at the federal, state and local levels.

Exhibit 9-1 shows the organizational structure of college and community relations for ACC.

Exhibit 9-1
ACC College and Community Relations Functional Organization
Community Relations
Source: ACC Organizational Chart, August 2002 and interviews.

Several areas within the college share college and community relations responsibilities, including Marketing and College Relations, Grants Development and the ACC Foundation. The special assistant to the president is responsible for developing the college's legislative agenda, responding to elected officials and service learning collegewide. The provost for Eastview and Riverside Campuses is responsible for outreach efforts to minority students and underserved populations. Both the director of Student Recruitment and the director of Community Outreach report to the provost.

The Office of Press Relations within the Marketing and Public Information Department manages the speaker's bureau for the president and the ACC Board of Trustees. Exhibit 9-2 presents a more detailed overview of the different organizational units that manage ACC's college and community relations' functions.

Exhibit 9-2
ACC Organizational Units Responsible for Performing
Major College and Community Relations Functions
Organizational Unit Major Functions
Marketing and Public Information Executive
  • Manages and establishes the direction for marketing and public relations for the college
  • Serves as official spokesperson for the college
  • Writes speeches for president and board members
  • Oversees open records requests
  • Develops and oversees ACC Web site
Office of Press Relations
  • Performs all aspects of media relations
  • Assists with writing Partners in Progress newsletter
  • Coordinates public speaking program for the board and the president
Publications Office
  • Responsible for major college publications, including the catalog, credit and noncredit course schedules, Partners in Progress newsletters, Bulletin Board online newsletters, print advertisements, admission marketing materials for prospective students, direct mail pieces for campaigns, and other student recruitment and community related publications
Marketing Office
  • Coordinates individual program marketing plans for credit and continuing education programs
  • Develops print advertising for the college
Governmental and Community Relations
  • Responds to chief elected officials
  • Coordinates legislative agenda and prepares legislative priorities
ACC Foundation
  • Provides financial support for scholarships for students
  • Provides financial support for special projects not funded through college budgets
  • Provides avenues for individuals to contribute to the college
Grants Development Office
  • Coordinates and submits grants and proposals
  • Monitors contracts for compliance
Provost-Eastview and Riverside Campuses
  • Develops and implements minority student recruitment initiatives
  • Designs and implements strategies to attract and enroll minority students
Director, Student Recruitment
  • Manages ACC's on-campus recruitment events
  • Develops and implements recruitment tracking system
  • Manages program of high school visits
Director, Community Outreach
  • Coordinates ACC on-campus community events
  • Conducts outreach efforts with community organizations
  • Coordinates ACC participation in community events
Source: Interviews conducted with ACC staff, June 2002.