Macomb Community College Case Study

1000 Words4 Pages
The Macomb Community College case study is truly remarkable as it encompasses all of the elements that a detailed and strategic campaign should. What impressed me most about this campaign was how multifaceted its implementation was. Moving briefly past the issues that lead to the campaign, Macomb Community College was thorough in developing tactics to target its large and diverse target audience and executed these outreach strategies very well. However, to completely understand the value of this case study as aspiring public relations professionals, we must first look at the issues that lead to the creation of this campaign. Macomb Community College serves a blue-collar community in Michigan where the importance of higher education often took a backseat to learning trades that supported the skill based workforce. Moreover, declining state funding in the 1970s put a new added strain on the once growing community college. While this seems like a reoccurring challenge faced by many institutions across our country, leading to a number of similar responses, it is the distinct response that sets Macomb Community College apart from other campaigns. To overcome the wall ahead of them, the college needed its campaign to successfully reach two goals, the first being, “conduct a highly visible public information program clearly demonstrating MCC’s commitment to the community and promoting the value of higher education.” The second and ultimate goal was to pass two ballot proposals in a coming election granting the college more state funding. Like any campaign, the next step was to research the issues at hand. Macomb Community College did not skimp on this detail conducting telephone surveys and focus groups of different demographics as well as looking at existing data such as the previous election analysis and census data. The thoroughness of the research suggested that

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