Randolph Community College opened the 2009-10 school year with a record number of students, a new brand, and several new goals that are personal initiatives of President Robert S. Shackleford Jr.
As of the fall semester census date, 3,022 students had enrolled in college credit classes. That number is an all-time high for RCC and is a 13.4% increase over last fall's enrollment of 2,664, according to Karen Ritter, director of institutional effectiveness. Ritter noted that the largest growing technical programs were Healthcare Management Technology (89%), Basic Law Enforcement Technology (84%), Autobody Repair (57%), Automotive Systems Technology (51%), and Biocommunications Photography (50%). The general education majors (many used like premajors for limited enrollment programs while students try to get into a program) grew 60%. RCC's overall pool of applications more than doubled this fall over last fall (from around 1300 to nearly 2800).
RCC began its first full academic year under a new brand adopted by the College last spring. The theme "Creating Opportunities, Changing Lives" and a new College logo were created through an extensive process of focus groups and meetings with students, faculty and staff and has slowly been introduced to the College constituents throughout the spring and summer. "Our new institutional image is the visual aspect of the experience that we create for students," said Shelley Greene, senior director of marketing for RCC. Greene said the logo was tweaked to give RCC's well-known curved "R" an updated look as well as adding an eye-catching color, orange, to the College's traditional reflex blue. The new logo and look is being incorporated slowly in college publications, stationary, and business cards to reduce waste and maximize promotional money during a tight budget year.
The College saw another first in August, when it held its first Fall Convocation on Aug. 13 for full-time and part-time faculty and staff, where President Shackleford introduced his initiatives for the 2009-10 school year. They focus on four areas, one falling in each primary division of the college's structure: developing and implementing a comprehensive enrollment management plan (Student Services); revitalizing the school's Continuing Education program (Instructional Services), renovating the Continuing Education and Technology Center (Administrative Services), and adopting a comprehensive College Development Plan (College Development).
In explaining his first initiative, Shackleford noted, "The entire campus should be involved in recruiting and retention." He said the Enrollment Management Plan would be proactive with engagement and intercession at all levels of a student's relationship with RCC, "from first contact through successful employment."
Secondly, Shackleford said that although the enrollment for credit programs has grown significantly, "we serve almost three times that many every year in Continuing Education." But the enrollment has not resulted in financial success in terms of generating state funding for these programs. "We want to focus on what is important and profitable," he said, by assessing what works and what doesn't work, developing a clearer vision of what type of training is needed, and using innovative planning to deliver the programs.
After the Randolph County Commission purchased the old Klaussner Furniture plant on Industrial Park Avenue for the College last year, Shackleford developed his third initiative focusing on what will be called the Continuing Education and Technology Center. "The commissioners support our efforts," said Shackleford, but right now no money is available for development of this center. "We want to look at alternative funding (grants, gifts, naming rights)," he said, prioritizing areas and starting on part of the building, even if total funding cannot be obtained. "My goal is to have construction going on in that building by next year at this time," he said. He also noted that development of that building would have a domino effect. "Seven to nine programs will be moved up there, freeing up 22,000-square-feet of space on campus for renovation."
Shackleford's fourth initiative involves a comprehensive College Development Plan, focusing the RCC Foundation more on fund raising in addition to fund management, broadening the base of RCC supporters, and using diverse methodologies to grow the endowment. These would include planned giving, naming opportunities, endowed scholarships, special events, and donor involvement.
Shackleford first introduced his presidential initiatives when he assumed the presidency of RCC in January 2007. This year, he changed the timing from a calendar year to an academic year. Past initiatives have focused on reviewing curriculum programs, the Archdale Center, successful audits, community collaboration, space/facilities, organizational clarity, performance measures, marketing, enrollment growth, fiscal strength, student leadership, advanced technology, customer service, cultural arts, communication, personnel, SACS reaccreditation, budget management, FTE growth, and the Good-to-Great philosophy.
