Strategic Pillar 1 - Affirming Our Identity & Telling Our Story

Introduction

Striving to meet the overall strategic goal of increasing enrollment and retention to 3,000 students by 2029, Atlanta Metropolitan State College recognizes the importance of effective communication and public relations strategies. These strategies are essential for reaching potential students and communicating the numerous benefits of attending AMSC.

Objective

Develop effective and efficient communications and public relations strategies that will engage stakeholders and tell the AMSC story.

Goals

Goal #1:

Develop a Comprehensive Marketing Plan (CMP) that includes audiences (target), messaging, and media in January 2025.

Action Steps:

  • Identify target audiences.
  • Create intentional messaging for each target audience.
  • Build a dissemination schedule of strategic curated messaging utilizing current and emerging media.

Metrics and/or Deliverables:

Conduct a 5-year rolling implementation of the AMSC Comprehensive Marketing Plan.

Goal #2:

Develop a public relations training program that includes public relations skills development for all AMSC stakeholders.

Action Steps:

  • Launch public relations workshops for all AMSC employees in January 2025.
  • Design communication and public relations strategies for students to promote using their influence by March 2025.
  • Launch a PR Ambassador Initiative*(3 programs: Students, Alumni, and Retirees) to debut Fall 2026.

Metrics and/or Deliverables:

  • 90% of post-event surveys from attendees of public relations workshops rate the engagement as very good or higher.
  • Achieve a monthly increase in social media activity from student postings after launch.
  • Disseminate fifteen PR Ambassadors into the community at the start of the FY26 academic year.

Goal #3:

Integrating branding initiatives and strategic pillars to sustain a public identity framework that promotes enrollment growth.

Action Steps:

  • Deploy a digital marketing infrastructure (website, virtual assistant, etc.) by September 2025.
  • Create a mobile street team program that includes a dedicated vehicle, swag, and marketing materials by June 2026.
  • Develop an Augmented Reality (AR) and/or Virtual Reality (VR) Campus Tour by June 2027.
  • Organize a TEDX talk platform by June 2028.

Metrics and/or Deliverables:

  • To see monthly increases of a minimum of 10% engagement on the new infrastructures after deployment.
  • Execute ten events for the street team during the summer of 2026 to promote fall enrollment.
  • Debut the AR/VR Campus Tour during Summer Open House/Orientation 2027.
  • Deploy the TEDx AMSC program by the end of 2029.

Strategic Plan Survey and QR Code

https://www.surveymonkey.com/r/AMSC_Strategic_Plan_Survey