Ideas of how to improve the financial future of Mt. Hood were kicked around at the MHCC District Board of Education retreat held in Troutdale Jan. 22.

Topics on the agenda included a mid-year report from President Robert Silverman and several workshop discussions. These focused on how the school conducts business and included several plans that could possibly add retail/office spaces and new buildings on campus.

Additionally, a potential general obligation bond and marketing strategies for MHCC were discussed. In an effort to reverse declining enrollment, a marketing campaign has been suggested.

Silverman told the board that MHCC is in competition with Clackamas Community College and Portland Community College for students. His goal is to create a way to make MHCC more appealing than competitors who have the advantage of proximity.

Silverman said he has been reading books for advice on how to market MHCC, and is looking for a way to hear the student voice on why they chose MHCC. Silverman would like to “create an emotional attachment” in students that “develops into a value relationship.”

Silverman’s approach includes revamping the college’s image by coming up with a new “brand.” The current slogan of MHCC is “Knowledge for success,” which Silverman feels is not reflecting the changing times and economy.

In order to “become the more friendly campus,” Silverman suggests that all aspects of MHCC reflect the “caring, supportive and friendly” environment that MHCC offers.
“Everybody who walks away has to understand the promise, and that we delivered on that promise,” Silverman said.

MHCC currently advertises through various methods including movie theater ads, radio and outreach recruiters, but Silverman stresses that the most important advertising comes from word of mouth and happy graduates talking about MHCC.

ASG President Bud Khuth, though he wasn’t at the retreat, has a few ideas of his own on how the school could market itself. “My aspect is we have to do diverse, unique events.”
As an example, Khuth points to the Trike Jump, begun in 1974 and ending in 1990, an event involving student bicyclists riding off a ramp in the lake. Khuth would like to volunteer to participate in this event.

Khuth also highlights the diverse population at MHCC as important to the college’s image. “This is a place of training and retraining.”

Both Silverman and Khuth agree that testimony from students is one of the best ways MHCC can market itself. Khuth recommended using students in a campaign to give a “firsthand evaluation of the college.”