What is commonly referred to as "regionalization" in other interviews within this series is referred to "restructuring" by the narrator in the first half of this interview.
Transcript
Toggle Index/Transcript View Switch.
Index
Search this Index
X
00:00:00 - Name Check and Interview Introduction 00:00:42 - Career Background in Marketing

Play segment

Partial Transcript: LEH: Why don't we start with career background so um.. how did you get your start

Segment Synopsis: Begins with discussion of scope of project, questions, and goals. Discusses career in Madison and former UW Colleges in university relations, student services, and marketing.

Keywords: UW Colleges; branch campus; communications; marketing; university relations

00:04:19 - Marketing Models at the UW Colleges Before and After Regionalization

Play segment

Partial Transcript: LEH: So could you expand on your time as Director of Marketing

Segment Synopsis: Discusses opening of position, position as a central Director of Marketing, and role in distributing funding and collaborating with others at central levels. Talks about marketing structure and collaborative nature between marketing officials, and movement towards enrollment management. Moves into discussion of earlier restructuring (regionalization) and centralization.

Keywords: UW Colleges; budget; centralization; communications; enrollment; marketing; recruitment; regionalization

00:09:05 - Marketing, Staff/Campus Relationships, and the Structure of the UW Colleges

Play segment

Partial Transcript: LEH: Um so I'm wondering if you could sort of expand on

Segment Synopsis: Discusses role between chancellors/deans and on campus staff, relationships with on campus marketing director, and lack of supervision. Talks about "lean" nature of the UW Colleges, centralized services, and collaborative model. Talks about this model working well.

Keywords: UW Colleges; campus culture; marketing; staff culture

00:13:43 - Work on Regionalization Working Groups and Changes to Marketing

Play segment

Partial Transcript: LEH: I think that's a good way to move into sort of what

Segment Synopsis: Talks about involvement in working groups for restructuring (regionalization), cuts in funding/centralization of marketing roles, and control over budget. Talks about "generalist" roles of people working within the UW Colleges, versus specialization, and local need for event marketing.

Keywords: UW Colleges; budget; centralization; marketing; regionalization; staff

00:18:40 - Focus on and Management of Marketing and Enrollment

Play segment

Partial Transcript: LEH: Um so you said the acronym CRM, just uh... could you clarify what that is

Segment Synopsis: Talks about "communication management systems," software systems for recruitment. Moves into discussion of marketing as supporting enrollment model, recruitment, and engagement for potential students. Talks about centralization in order to utilize resources well for small campuses.

Keywords: UW Colleges; communication; enrollment; marketing; recruitment; regionalization

00:23:14 - Local Campus Marketing and Shift Towards Enrollment

Play segment

Partial Transcript: LEH: Could you expand on that, sort of yeah... that point of

Segment Synopsis: Talks about review of data from campuses and lack of focus on enrollment on local campuses. Talks about ability to focus on goal of increased enrollment from central offices.

Keywords: UW Colleges; enrollment; event marketing; marketing; staff culture

00:27:11 - Campus/Staff Culture, Regionalization, and Marketing

Play segment

Partial Transcript: LEH: Could you, could you expand on that, what parts of that change

Segment Synopsis: Talks about loss of jobs and lack of people on campus, and lack of support for local events at central level. Talks about local "uniqueness" versus universal aspects of the UW Colleges that could be marketed from a centralized role. Talks about "lean" nature of Colleges and continued cuts/lack of resources for campuses, and understanding of goals of regionalization from a central level.

Keywords: UW Colleges; budget; campus culture; centralization; job loss; marketing; regionalization; staff

00:32:40 - Data and Goals Surrounding Communications, Recruitment, and Marketing

Play segment

Partial Transcript: LEH: Yeah... so I guess that sort of relates to moving then into the most recent

Segment Synopsis: Talks about measurement of enrollment, CRM system, and raising awareness/recruitment in the Colleges. Talks about competition from other schools, and goals of enrollment to stay even.

Keywords: UW Colleges; communications; data management; enrollment; marketing; recruitment; restructuring

00:37:07 - Discussion of Regionalized Model and Plans in Context of Restructuring

Play segment

Partial Transcript: LEH: Could you could you expand on that, what were you hearing

Segment Synopsis: Talks about centralization of the UW Colleges as different from the tactics of four year UW universities, and lack of "whole" campuses with unique funding due to centralized structure. Talks about lack of understanding of UW Colleges from four year university officials, lack of plan, and lack of participation in plan.

Keywords: UW Colleges; budget; centralization; project planning; receiving institutions; restructuring; staff culture

00:40:08 - Initial Discovery of Restructuring Project

Play segment

Partial Transcript: LEH: Yeah that brings up one of my questions which is how did you find out

Segment Synopsis: Talks about finding out from a colleague, lack of notice, and lack of information from System. Talks about lack of role for individuals at the UW Colleges in process, and feelings surrounding restructuring.

Keywords: UW Colleges; UW System; project planning; restructuring

00:42:54 - Restructuring and Understanding of the UW Colleges Systems/Student Base

Play segment

Partial Transcript: LEH: Going into this most recent, the dissolution, could you maybe talk about

Segment Synopsis: Talks about lack of understanding from four year schools, differences in CRM and recruitment at the UW Colleges, and lack of readiness. Talks about merging of system into four year campuses as opposed to trying to understand Colleges system, and lack of understanding of student base that served non-traditional and low achieving students. Talks about introduction of outside experts, and trying to find employees jobs.

Keywords: CRM system; UW Colleges; branch campus; centralization; communications; consulting; non-traditional students; receiving institution; recruitment

00:48:32 - Participation and Perception in Restructuring Process

Play segment

Partial Transcript: LEH: I was wondering if you could expand on the... the people brought in

Segment Synopsis: Discusses lack of understanding of the UW Colleges, and lack of role in decision making.

Keywords: UW Colleges; communications; consulting; staff culture

00:51:12 - Discussion of Culture and Mission of UW Colleges

Play segment

Partial Transcript: LEH: I guess this is my other question of um... you made a comment

Segment Synopsis: Discusses class size, professors, and quality of education at UW Colleges, as well as transfer mission and student base. Talks about historical basis for the UW Colleges and importance for communities.

Keywords: UW Colleges; campus culture; faculty; non-traditional students; transfer mission

00:55:30 - Discussion of Campus Identities and Branding

Play segment

Partial Transcript: LEH: I think that's a good segue into um... sort of a general question

Segment Synopsis: Talks about local identity and long term identities, lack of a plan, and differences in name changes between campuses that meant reestablishing identities.

Keywords: UW Colleges; branch campus; campus culture; identity; name change; project planning; receiving institution

00:58:59 - Role of UW Colleges Officials in Restructuring/Final Thoughts

Play segment

Partial Transcript: LEH: That's a good segue too into... if there's no plan

Segment Synopsis: Discussion of lack of leadership, marginalization by four year universities, and lack of input from officials at the Colleges. Talks about movement to Madison and movement out of restructuring process as process developed.

Keywords: UW Colleges; restructuring; staff; staff culture

01:04:07 - End of July 24th 2020 Interview Session.