THE COLLEGE OF THE FLORIDA KEYS

Memorandum

DATE: May 17, 2021

TO: District Board of Trustees

FROM: Dr. Frank Wood, VP, Advancement

DEPARTMENT: Advancement

SUBJECT: Division Report

Overview CFK’s Advancement Division includes the offices of Marketing/Public Relations, The CFK Foundation, Development & Fundraising, Recruitment, Enrollment Management, Student Activities, and Alumni Services. The primary goals of the division are to increase support for the College, create compelling and effective marketing and public relations campaigns, recruit students, advocate for students, strengthen alumni relations, and build sustaining long-term relationships that advance the reputation and visibility of the College.

Marketing & Public Relations The Marketing & Public Relations Office provides leadership, strategy, and support to promote and enhance the reputation of the College, its programs, activities, and initiatives, through marketing, public relations, and social media efforts. Marketing Focus- Lights, camera, DIPLOMA! The Spring Commencement Ceremony for the Class of 2021 received multiple upgrades from the previous outdoor ceremony. Among them was the addition of several production elements to enhance the viewing experience for the audience present physically as well as virtually. A video saluting the nursing students and volunteers for their extraordinary COVID-19 vaccine work and another recognizing graduates unable to attend were presented on a “jumbotron” screen. The live ceremony was also displayed on the big screen, enhanced with graphic elements, such as names and titles of speakers. The full event,

including the new production elements, was professionally filmed, and streamed live on CFK’s Facebook page. A total of 2,200 people were reached on Facebook with 345 engagements (likes, shares, comments). Marketing & PR- Current and Ongoing Projects

Promoting: Virtual info events (Upper Keys Center- April 27, Dual Enrollment May 11-13, Construction Apprenticeships- May 26), CFK Poetics events (April 29), Summer semester, Summer Camps, and Commencement

Updating the website

Gathering, posting, sharing, and moderating social media content

Monitoring and improving automated recruitment and admissions messages and campaigns in Ellucian CRM Recruit software

Planning and preparing for Spring Commencement Ceremony

Social Media Insights (April 14- May 11)

Facebook Page New Followers: 119 (7,896 in total)

Facebook Post Reach: 372,919 o The number of people who saw any of our posts at least once.

Facebook Post Engagement: 14,902 o The number of times people have engaged with posts through reactions, comments, shares, and

clicks.

Instagram Followers: 39 new followers (1,516 in total)

LinkedIn: 14 new followers (2,910 in total) Recruitment Recruitment Initiatives 44 emails were sent out on April 30 reminding applicants of the May 1 application deadline for the summer term. High School to CFK Information Session

April 14, Virtual: CFK’s Recruiter, Advisor, and Financial Aid representative spoke to group of prospective students who were graduating High School. Eight prospective students attended. Of the 10 who registered, 7 were admitted to CFK, 1 started an application, and 2 remain inquires.

Upper Keys Information Session April 27, Virtual: CFK’s Recruiter, Advisor, and Financial Aid Directors spoke to a group of Upper Keys residents to discuss the new center, what programs are offered, how to apply, and financial aid available. Two prospective students attended. Of the 9 who registered, 1 enrolled, 2 submitted an application, 1 started an application, and 5 remain inquiries.

Upcoming Spring 2021 Recruiting Events

Key West Dual Enrollment Information Session (May 11)

UK & Marathon Dual Enrollment Information Session (May 12)

Homeschool Dual Enrollment Information Session (May 13)

Applicants CFK received 206 applications for the Summer 2021 term. This reflects an increase of 29 applications from this time last year. The increase of applications is reflective of the sponsored BLE Academy in Key West and CFK offering Summer Camp.

34% of new applicants are from out-of-state.

15% of new applicants are from out-of-county.

51% of new applicants are from Monroe county. Inquiries Prospective students with a range of interests from all over the country are continuing to inquire about The College of the Florida Keys. A total of 51 inquiries were received since the last board report.

In-County 51%

Out-of-County15%

Out-of-State34%

SPRING 2021 APPLICANTS BY ORIGIN

Florida 57%

Out-of-State39%

International 4%

WEB INQUIRIES BY LOCATION

International Inquiries

Nigeria

Columbia

India

0

5

10

15

20

25

Web Inquiries by Program

Florida 71%

Out-of-State27%

International 2%

WEB INQUIRIES BY LOCATIONStates with multiple inquiries: PA (2)

International Inquiries Greece

Tours 18 tours are scheduled for the month of May. Three tours have had to reschedule this month.

Enrollment

For the Spring term the following degrees were awarded:

Degree Program Total

Bachelor of Applied Science BAS-Supervision and Management 4

Bachelor of Science BS-Nursing 2

Associate in Arts AA-General Studies 26

Associate in Science Business Administration 2

Associate in Science Culinary Management 1

Associate in Science Hospitality & Ecotourism Management 3

Associate in Science Marine Environmental Technology 8

Associate in Science Nursing 21

Associate in Applied Science Diving Business & Technology 2

Associate in Applied Science Marine Engineering, Management & Seamanship 3

Certificate Business Operations 5

Certificate Business Specialist 4

Certificate Entrepreneurship 14

Certificate Fund of Professional Diving 2

Certificate Guest Services Specialist 1

Certificate Marine Propulsion Technology 1

Certificate Professional Research Diving 4

Certificate Rooms Division Operations 1

Certificate Rooms Division Specialist 1

Certificate Tropical Ornamental Mariculture Technician 1

Florida72%

Out-of-State28%

TOURS

Degree Program Total

Certificate of Completion Project ACCESS 4

Vocational Certificate Correctional Officer 5

Vocational Certificate Law Enforcement 13

App Technical Diploma ATD Emergency Medical Technician 20

Grand Total 148

Note: 5 students earned 2 degrees/certificates, and 5 students earned 3 degrees/certificates. There were 133 individual students awarded. FTE As of May 17, 2021, summer 2021 FTE is 140.1 toward a goal of 119. As a reminder, the goal of 119 was created prior to the Board’s direction to reduce enrollment projections (due to COVID-19) for use in the 2020-21 budget. As of today, we have exceeded this semester's goal as well as the academic year's goal. The goal for this year (fall 2020, spring 2021, and summer 2021) was 794 FTE; we currently have achieved 817.1.

Student Activities Paint Night: Tortuga – April 22 Fifteen students enjoyed a guided paint night under the shade sails of the Key West campus. They painted a sea turtle in honor of the launch of the Tuga as CFK’s new mascot and enjoyed fruit/vegetable trays from Publix.

Dive in Dinner and a Movie - Star Wars: Rise of Skywalker – April 16 Nineteen students attended the screening of Star Wars: Rise of Skywalker. The students enjoyed personal pan pizzas from Pizza Hut.

The Price is Right – April 13 Four students participated in this virtual event that allowed students to explore activities and opportunities, and their associated costs, available to them throughout the Keys. Three students won Amazon gift cards. Key West SPCA and Student Leader Photos – April 28 Students representing CFK’s Student Government Association and Swim Team, in collaboration with the Key West SPCA, toured and took photos of the KWSPCA’s facilities. The students took photos with the adoptable animals at the shelter and posted them to the College’s social media in recognition of National Shelter Pet Adoption Day.

Poetics: Ross Gay – April 29 Dr. Emily Weekley (advisor of the Creative Writing Club) and the Florida Humanities Council, in collaboration with Student Activities, hosted a virtual platform for students and community members to hear the readings and insights of writing from poet, Ross Gay. Roughly 70 people attended. Tugapalooza – April 23 Approximately 100 people attended the first annual Tugapalooza, a celebration of CFK’s new mascot. Attendees enjoyed free food (Campus Café tacos and Tropical Vibes shaved ice), tie-dyed Tugapalooza t-shirts and masks, created and learned to use hula hoops, received Tuga swag, played pickup volleyball, and danced to a live DJ!

Student Club Awards – April 23 Approximately 50 students and family members celebrated the accomplishments of organizations throughout the year. Students received cords and stoles for participating in Phi Theta Kappa and Sigma Alpha Pi. Cords and certificates were also awarded to those participating in Dive Club, This Is Me Club, Student Government Association, Bone Island Swim Club, and the Creative Writing Club. The inaugural swim team received recognition for their efforts throughout this swim season. Immediately after, students were invited to attend Tugapalooza. Cap Decorating and Graduate Cookout – May 4 Soon-to-be CFK graduates had the opportunity to attend a cookout in celebration of their achievement. A spread of hamburgers, hot dogs, and fixings was provided by the Campus Café. A variety of decorations and art supplies were available for the graduates to decorate their caps. Student Nurses Association Banquet – May 16 Around 40 students and family members celebrated the accomplishments of the members of the Student Nurses Association. Awards were given to student nurses for number of hours spent volunteering in vaccination clinics throughout the Keys. Also, graduating members of the SNA received cords and stoles. The students and other attendees enjoyed subs and beverages from Jersey Mike’s.

62nd Commencement Ceremony – May 7 The 62nd Commencement Ceremony was a huge success. Student Activities provided the tents, chairs, stage, audio/visual components, photographer, decorations, giftbags, and other amenities for the ceremony. Around 70 students walked in the ceremony, completing their certificates/degrees at CFK. Some will return to earn higher degrees, some will transfer, and for some this will complete their educational career. However, they will always be Tugas!

Student Organization Meetings

Phi Theta Kappa – May 1 o As an end of year celebration, PTK members

participated in minigolf. Boondocks provided free rounds of golf for these honor students.

Student Government Association – April 14 & April 28 Athletics The College of the Florida Keys completed its athletic season on April 23 with a Swim Team consisting of 5 swimmers. All student athletes who participated this year will also receive an extra year of NJCAA eligibility due to COVID 19 restrictions on competition. Student interest in next year’s swim team is growing and CFK plans to compete in at least 6 in-person events in the 2021-22 which begins in September. Thanks to the generosity of a community lap swimmer, the CFK pool now features a new awning which covers the deep end behind the starting blocks. This accessory creates much needed shade and is well-branded with College colors and graphics. A new shade canvas positioned on the fence behind the blocks creates privacy, and new lane lines painted with the new college colors provide underwater guides.

Lap swimmers, aqua fit classes, and swim lessons have been conducted with social distancing and capacity limitations. The CFK Aquatics staff taught 68 private lessons, 20 semi-private lessons, and have welcomed 60 swimmers from the community. The College of the Florida Keys’ Swim Around Key West and related activities will be held June 11-13, 2021. June 11 is packet pick up and June 12 is The Swim Around Key West - a 12.5-mile swim around the island. 143 swimmers have registered to date and a total of 250 swimmers are expected. This event also features smaller races: an 800-yard swim, a 1-mile swim, a 2-mile swim and a 10k (6.1 mile) swim. The proceeds from this event are used to provide scholarships. The goal is to provide affordable lessons so everyone can learn to swim, and subsequently, reduce the drowning rate in Monroe County.