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  • Marketing Scorecard 1

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    The document outlines objectives, indicators, and outcome measures for a balanced scorecard for the development, marketing, and public relations department at a college. It includes 5 strategic objectives: 1) outreach and partnerships, 2) return on investment, 3) satisfaction and perception, 4) financial and business operations, and 5) innovation and growth. Each objective has 1-3 associated indicators that are measured annually and marked based on whether they meet, slightly below, or well below benchmarks. The scorecard is intended to track performance in key areas over multiple years.

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    The document outlines objectives, indicators, and outcome measures for a balanced scorecard for the development, marketing, and public relations department at a college. It includes 5 strategic objectives: 1) outreach and partnerships, 2) return on investment, 3) satisfaction and perception, 4) financial and business operations, and 5) innovation and growth. Each objective has 1-3 associated indicators that are measured annually and marked based on whether they meet, slightly below, or well below benchmarks. The scorecard is intended to track performance in key areas over multiple years.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    26 views2 pages

    Marketing Scorecard 1

    Uploaded by

    josepad
    The document outlines objectives, indicators, and outcome measures for a balanced scorecard for the development, marketing, and public relations department at a college. It includes 5 strategic objectives: 1) outreach and partnerships, 2) return on investment, 3) satisfaction and perception, 4) financial and business operations, and 5) innovation and growth. Each objective has 1-3 associated indicators that are measured annually and marked based on whether they meet, slightly below, or well below benchmarks. The scorecard is intended to track performance in key areas over multiple years.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 2

    Balanced Scorecard

    Development, Marketing and Public Relations


    Objectives, Indicators and Outcome Measures
    1.1 Program & Service Enhancements: Amount of PIF Funding* 1.3.1 Outreach & Partnerships: Core Competency Assessment 2.1.1 ROI: Impact of marketing efforts on enrollment 2.2.1 Employee Satisfaction/Perception: Employee service satisfaction ratings 3.1.1 Satisfaction/Perception: Community Perception Overall Ratings* 3.1.1 Marketing & Public Relations: Percent of Positive Press Releases 3.2.1 Marketing & Public Relations: Number of marketing and PR events* 4.1.1 Productivity: FTES* 5.1.1 Staff Development:Percent of time spent consulting on fundraising & marketing & PR
    *Outcome measure is also part of college-wide Balanced Scorecard

    2001/02
    NA

    2002/03 T W W W
    NA

    2003/04 T A W T
    NA

    2004/05 T A W T
    NA

    2005/06 T W
    NA

    W W W
    NA

    W
    NA

    W T T W

    W T T
    NA

    T T W
    NA

    T W W
    NA

    W W W T

    Filled Circle = Meets or exceeds benchmark. Half-Filled Circle = Slightly below benchmark. Open Circle = Well below benchmark. NA = Data not available.

    Development, Marketing and Public Relations Balanced Scorecard Strategy Map


    Strategic Objectives External Stakeholders 1.3.1 Leverage the connections of the President's Council to build awareness of the Skyline community. Indicators Measures

    Outreach & Partnerships Core competency assessment Community perception overall ratings* Percent of positive press releases Number of marketing and PR events* Impact of marketing efforts on enrollment Employee service satisfaction ratings

    3.1.1 Promote college events and programs by marketing, advertising and PR and programs to develop Community and Student audiences. Perception 3.2.1 Create and fully implement a marketing plan that addresses the needs of internal & external audiences. Marketing and Public Relations

    Internal Stakeholders

    2.1.1 Create and fully implement a marketing plan that addresses the needs of internal & external audiences.

    Return on Investment

    2.2.1 Provide timely and accurate institutional information on events, activities and emergencies.

    Employee Satisfaction and Perception

    Financial & Business Operations

    4.1.1 Create and fully implement a marketing plan that addresses the needs of internal & external audiences

    Productivity

    FTES*

    Innovation & Growth

    1.1.1 Raise financial support consistent with President's Council goals for the President's Innovation Fund 5.1.1 Provide opportunities for constituent groups to increase expertise in fundraising, marketing & PR
    *Outcome measure is also part of college-wide Balanced Scorecard

    Program and Service Enhancements Staff Development Opportunities

    Amount of PIF funding* Percent of time spent consulting on fundraising, marketing and PR activities

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