Perhaps one of the greatest problems facing Chesapeake College, at least from a marketing perspective, is that their value-added proposition, the critical element of any successful communications plan, is almost too numerous to summarize. From the Mid-Shore’s only nursing program, vocational training, college prep, lifelong learning to programs targeted at 7 year olds, the range and scope of each program has brought exceptional results to the community at all levels.
That was the dilemma facing Lucie Hughes, vice president of institutional advancement for the Wye Mills-based community college, and Steve Ochse, CFO for Easton Utilities and past chair of Chesapeake College’s Foundation board. What was the key message that could enhance enrollment and increase philanthropic support?
With the help of Cambridge-based Choptank Communications, they worked hard to solve that riddle of over a year. In their Spy interview, Lucie and Steve talk about this unique challenge, the process to pinpoint the best strategy, and finally, working with special audiences to define the message.
This video is approximately six minutes in length
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