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West Valley marketing plan expected to boost enrollment

By Michele Tjin

Community colleges are a big net.

Some students who attend are fresh out of high school, while others have been at a job for years and are investigating a new career. Still others want to take classes just to feed their curiosity.

While community colleges draw from varied populations, enrollment has been declining throughout the state, and West Valley College is no exception. Administrators attribute the change to the economy getting rosier.

"California community colleges are funded largely on enrollment," said Phil Hartley, president of West Valley College. "Approximately 90 percent of the funding from California is based on enrollment."

In the past year, West Valley and Mission College, its sister school, have lost 4 percent of their students. The funding that is tied to enrollment pays for everything from maintenance to salaries to basic operations, said Peter Anning, communication coordinator at Mission College.

To reverse the decline, college officials are embarking on a marketing campaign to boost the numbers. To that end, they have sent postcards to all residents living within the boundaries of the West Valley-Mission College Community College District to let them know that beginning in January, classes will be cheaper.

"The biggest news is that we have lowered our fees, from $26 to $20 a unit," Hartley said.

The West Valley schedule of classes has a new look, making it more attractive to young people. The schedule for the winter session and spring semester includes an eight-page, glossy magazine-style insert that includes more information on student activities and testimonials from graduates.

The goal is to emphasize student life, officials say.

"We've been doing more research, and students said they wanted the schedule of classes to be more fun," said Ruth Carlson, director of public affairs. "They wanted to say why they like West Valley College, that they know their instructors and that instructors really care."

West Valley is testing a new satellite campus in Campbell in increase its accessibility. It already places ads in movie theaters and on the radio, and other ideas for spreading the district's message include advertising online and participating in community events. This marketing campaign represents the first district-wide plan and most comprehensive effort to date, Carlson said.

"We want to have a consistent message that we're always in the community," she said.

Crystal Tran, a second-year business major at West Valley who helped with the marketing plan, said the college is a hidden gem. The concerted marketing program can only help, she said. Because her classes are not as affected as other community colleges, such as De Anza or Evergreen Valley colleges, she said she will graduate in two years and transfer, whereas her friends at other schools are taking longer.

"West Valley is not known," Tran said.

Hartley said he has high expectations for the marketing campaign.

"It is critical for West Valley College to maintain a base-level enrollment to ensure that the funding remains stable," he said.

Stan Arterberry, chancellor of the district, is hopeful the district's message of affordable education will catch on. The faculty is first-rate, he said, as are the support services available for students.

"We're in your community and in your back yard. Give us a try," he said.