Transfer Pathways Marketing Workgroup

April 27, 2018

Academic and Student Affairs

Transfer Governance Plan

Introduction

In 2015, the Minnesota State legislature endorsed the Minnesota State Colleges and Universities Transfer Pathways Project plan.   The Transfer Pathways project is a system wide effort to improve transfer persistence and completion through the implementation of multi-campus articulation agreements.  Transfer Pathways offer students a powerful option: the opportunity to complete an Associate of Arts, Associate of Science, or Associate of Fine Arts degree with course credits that directly transfer to designated bachelor’s degree programs at Minnesota State universities. The curriculum is designed so that students completing this pathway degree and transferring to one of the seven Minnesota State universities enter the university with junior-year status.

Minnesota State colleges provide open access to post-secondary education for students throughout the State of Minnesota.  Despite ready access, however, Minnesota State community college persistence and completion data mirror the national data. Six years after first enrolling, two thirds of first-time community college students have not earned a credential or degree (Baker, 2016; National Center for Education Statistics [NCES], 2011, Table 2); Kisker, C.B., Wagoner, R.L., & Cohen, A.M., 2011).  Kisker, Wagoner & Cohen (2011) found “…positive outcomes—both in terms of greater system efficiency and increased cost savings…” when states implement systemic transfer reforms designed to facilitate seamless transfer from associate to baccalaureate degree programs.

The goals of the Transfer Pathways Project include:

·         Create opportunities to streamline transfer for all students who intend to prepare for the bachelor's degree by completing an associate degree at a two-year college.

·         Facilitate communication and collaboration among faculty in the same discipline at all of the system's institutions.

·         Generate savings on many levels, including cost to students, time to degree completion, and administrative overhead to maintain articulation agreements.

·         Improve completion of associate and baccalaureate degree programs.

Implementation of the transfer pathways plan began in spring 2016 with the first four pilot pathways.  Twenty-six total pathways were developed over the course of a year and a half.  Campus implementation of the pilot pathways began in fall 2016, offering the programs in fall 2017.  Implementation of the remaining 22 pathways will continue through spring 2020.

During the development and initial implementation phase of the project, Minnesota State set up a governance structure to support project work, including the development of the transfer 

pathways and oversight of that development.  This document outlines how future oversight of transfer pathways will align with general transfer matters and oversight systemwide and established governance structures within Academic and Student Affairs.

Initially, a major focus of Transfer Governance will be on the successful implementation of Transfer Pathways throughout the system while also addressing general transfer matters.  To this end, the governance team may request additional representation, a more robust structure, and human resources necessary to accomplish this work.

Transfer Governance Framework

As outlined in Figure 1, the proposed governance framework will support the work required of transfer throughout the system, including that of transfer pathways.  Under the oversight of the Senior Vice Chancellor for Academic and Student Affairs, the Transfer Governance and Transfer Tactical teams will oversee the strategic direction of transfer, with an emphasis on transfer pathways, as set by the Chancellor and Board of Trustees, for Minnesota State and provide expert analyses and recommendations to the Senior Vice Chancellor of Academic and Student Affairs.

The Transfer Governance Team will support the strategic direction of transfer, with an emphasis on transfer pathways, for the Minnesota State system, under the direction of the Senior Vice Chancellor for Academic and Student Affairs.  The team will work in consultation with the Transfer Tactical Team and Academic Affairs Council to provide continued oversight of strategic initiatives under transfer, including transfer pathways.

Transfer Tactical Team

In alignment with the strategic direction of transfer for the Minnesota State system, as set by the Senior Vice Chancellor for Academic and Student Affairs and governed by the Transfer Governance Team, the Transfer Tactical Team will provide expert recommendations and analyses to the Transfer Governance Team on requested issues and projects and implement approved projects.  It is anticipated that the Transfer Tactical Team will be assigned to a number of projects specific to transfer pathways implementation.

Project Management Support:

As tasked by the Senior Vice Chancellor for Academic and Student Affairs, the project manager will design and apply appropriate project management standards for incorporation in the governance of transfer, including transfer pathways.  The individual will provide project management support to all work of the transfer governance and transfer tactical teams. 

Roles and Responsibilities

Transfer Governance Team responsibilities, include but are not limited to:

·         Oversee the implementation, maintenance, prioritization, and evaluation of transfer projects and initaitives (e.g. transfer of mntc, non-mntc, credit for prior learning, etc.), also including transfer pathways.

·         Lead efforts to facilitate transfer through an equity lens.

·         Establish a communication plan to engage all relevant stakeholders in transfer issues, concerns and projects.  Monitor effectiveness of identified communication plan.

·         Establish and oversee marketing of transfer related initiatives.

·         Identify and continually monitor technology needs to support transfer.

·         Identify and oversee issue resolution related to transfer, including transfer pathways.

·         Identify related policy and procedure changes that might be necessary to support successful transfer of Minnesota State students.

·         Identify transfer related training needs for campus stakeholders and oversee the execution of such training opportunities.

·         Oversee the maintenance of the Minnesota Transfer Curriculum.

·         Provide oversight of campus implementation of transfer pathways through Phase II

Transfer Tactical Team responsibilities, include but are not limited to:

·         Carry out planning and execution of transfer projects, initiatives and training, as requested by the TGT.

·         Research transfer related issues and concerns identified by the Transfer Governance Team (TGT).  Provide recommendations to the TGT for resolution.

·         Support the TGT in the execution of the identified transfer communication plan.

Composition of Each Group

The Transfer Governance Team is a recommending body, reporting to the Senior Vice Chancellor for Academic and Student Affairs, with representative membership from all bargaining groups and student organizations.  Membership is balanced to ensure equal representation from colleges and universities as well as metro and greater Minnesota institutions.  The team is co-chaired by one MSCF or IFO member and one MAPE or MSUAASF member.

·         MSCF (3 members)

·         IFO (3 members)

·         MAPE (2 members)

·         MSUAASF (2 members)

·         LeadMN (1 members)

·         Students United (1 members)

·         Administration (2 members)

·         Minnesota State staff (2 members)

Initially, at least 2 members of the Transfer Governance Team must have served on the Transfer Pathways Coordinating Team (TPCT) and/or a Transfer Pathways team (TPT) and/ at least 2 members from the Transfer Oversight Committee.

The Transfer Tactical Team is a working group, with members appointed by the Senior Vice Chancellor of Academic and Student Affairs, in consultation with the Transfer Governance Team to carry out the work governed by the Transfer Governance Team.  It is understood that the membership must support the nature of the work by consisting of members that have the experience and expertise to carry out assigned tasks.  The team is led by a Minnesota State staff member, who also serves on the Transfer Governance Team, and is appointed by the Senior Vice Chancellor for Academic and Student Affairs.  The team may call on subject matter experts to assist in the resolution of issues or to carry out related projects, as needed.

Timeline for Implementation

As noted in Figure 2, in spring 2018, the Transfer Oversight Committee and Transfer Pathways Coordinating Team would sunset and the Transfer Governance and Tactical teams would convene in fall 2018.  Summer 2018 would be a time to get logistics in place to support the launch of the teams in September.

Figure 2. Implementation Timeline for Transfer Governance

Decision-Making

The transfer governance team will make decisions by group consensus and will be guided by data-driven recommendations provided by the transfer tactical team. If consensus is not reached, the chairs will confer with the Senior Vice Chancellor for Academic and Student Affairs.  The transfer tactical team is an advisory body, reporting to the transfer governance team.  Recommendations for the tactical team will be reached by group consensus.

Consultation

As transfer does not happen in isolation from academic and student affairs processes and strategies, the transfer governance team will ensure that all decisions are vetted through appropriate channels.  In particular, the TGT will have formalized and regular consultation with the ASA Councils.  lt will be imperative to ensure that decisions made regarding transfer take into account the feedback and opinions of those working in academic and student affairs.  Specific communication and consultation processes are built into the governance structure, as noted in figure 3.

Communication

Transfer Governance and Transfer Tactical Teams’ meeting agendas and minutes, strategies, and other related materials will be posted to the Minnesota State intranet and made available to all employees.  In addition, as noted in Figure 3, regular updates will be shared with systemwide stakeholder groups. 

Figure 3. Transfer Governance Communication Plan

Channel	Recommendations
CAOs and CSAOs/ Transfer Governance Team	•       Regular project updates will be shared at the CAO/CSAO monthly meeting. •       Feedback will be shared back with the TGT from the CAOs and CSAOs •       Person(s) Responsible: System office staff and Transfer Governance Team
AASC and Curriculum Committee Chairs	•       Regular project updates will be shared with the AASC and Curriculum Committee chairs, as identified by the bargaining units.  •       Person(s) Responsible: System office staff
Local Campuses	•       Each campus should have a plan for how they will communicate key transfer information to faculty, staff and administrators.  This should include how they communicate transfer options to students. •       Person(s) Responsible: Local Campus Identifies
ASA Connect	•       ASA connect serves multiple purposes: to share campus implementation information and resources, initiative updates, and academic programs processing updates. •       Transfer information, such as meeting minutes and agendas, transfer pathway templates, crosswalks, designated degrees and other resources will be shared and updated as needed. •       Person(s) Responsible: Transfer Project Manager
Transfer Governance Team Members/Transfer Tactical Team members	•       Transfer Governance Team members have a responsibility to share communication and gather feedback from constituent groups to inform the team’s discussions •       Person(s) Responsible: Transfer Governance Team members and Transfer Tactical Team members
Meet and Confers	•       Provides an opportunity for clarification, facilitate discussion and share information with bargaining units and student associations. •       Person Responsible: Leadership of bargaining units and student associations
ASA Councils/Transfer Governance Team	•       Transfer Governance Team will share regular updates at the ASA Councils regular meetings. •       Feedback captured from ASA Councils will be shared back with the TGT. •       Person Responsible: System Office Staff serving on the TGT.

Type of Group:   Constituted as a workgroup that serves a limited time and has an advisory role.

Charge:  The Transfer Pathways Marketing Workgroup will develop a joint marketing and recruitment campaign for the transfer pathways initiative.

Deliverables: The tasks and milestones this group will achieve, include:

·         Develop a joint marketing plan between Marketing and Communications and Colleges and Universities that includes recommendations on the following elements:

a.      Branding strategy, including a mark and style guide (pages to be inserted into the existing brand manual) for the initiative that aligns with Minnesota State branding.

b.      Key messages for students on the benefits of the transfer pathways

c.       Common approach for marketing key messages and transfer pathway options on college, university and system websites and materials.

d.      Where to focus marketing strategies in order to best promote transfer pathway options.

e.      Methods for deploying marketing strategies

f.        Content for current marketing tools including the Viewbook, program search, and other system communications

g.      Activities, responsibility (colleges, universities, and Minnesota State) and timetables for deployment of identified strategies and methods.

h.      Understand and facilitate marketing through an equity lens

Scope: 

·         In Scope:

o   Development of marketing strategies and tools to advance primary elements of the Transfer Pathways initiative.

o   Develop common messaging to complement the local brands of institutions.

·         Out of Scope:

o   Changes to the branding strategies of colleges, universities and Minnesota State.

Duration and Time Commitment: Work of this group will occur from October 2018 through January 2019.

Meeting Times and Dates:  The group will establish appropriate meeting times at the kick off meeting.  It is anticipated that the work will require 4 hours per month of meeting time.

Membership:

Workgroup Chair (1), appointment by the Associate Vice Chancellor for Academic Affairs

           

Workgroup Members (12),

3 College Marketing Staff

3 University Marketing Staff

2 College Advisor/Transfer Specialist

2 University Advisor/Transfer Specialist

1 College Faculty Member

1 University Faculty Member

1 System Office Staff, Marketing and Communications

1 System Office Staff, Academic and Student Affairs

At least 3 member on this workgroup will have served on a Transfer Pathways Team or Transfer Pathways Coordinating Team.

Expectations of workgroup members: Members are expected to:

·         Attend and participate in all meetings as scheduled.

·         Engage in discussion, research and needed work in between group meetings.

·         Work with all members to build consensus in workgroup decisions and recommendations.

·         Conduct user testing with current and prospective students, including those from diverse communities not fully represented.

Resources:

·         Transfer Pathways, ASA Connect site

·         Minnesota State branding strategy document

Consultation Process: Work of the group will be presented to stakeholders, according to the following timeline:

Stakeholder	Date
Academic Affairs Council
CAOs, CSAOs
Key Communicator (Marketing) Group
Student Affairs Council
Transfer Governance Team
Advisors/Transfer Specialists

System Office Staff Support:

·         Nicole Merz – 651.201.1446 – nicole.merz@minnstate.edu