Together, Envision the Future

OVERVIEW

It is not often that a community college chooses to hold a formal, public investiture ceremony for a new president.

When our new president was announced, we thought it might be an opportunity to reaffirm the Portland Community College’s relevance to our community through a formal investiture program that showcased the values of the institution. But when we reached out to other community colleges to ask about their experience with holding such ceremonies, the resounding answer was…DON’T DO IT. Over and over again, we collected examples of community colleges who said that faculty “hated” these kinds of “coronations” – especially at the community college level – and that previous attempts at investitures had been flops.

We decided to do it anyway but used our research to craft an investiture ceremony that celebrated all of Portland Community College and its diverse communities…not just the president. The result was a resounding success. 

OBJECTIVE

In the midst of a year in which we needed to lobby for more legislative funds, and needed more donations to our foundation in order to meet financial goals for several critical programs, we saw a presidential investiture event as an opportunity. Our main objective was to use this occasion to remind key stakeholders of the critical role PCC plays in the success of its community, and to inspire them to help PCC fulfill its mission.

To do this, we set forth to tackle the following:

1.     Hold an event that was uniquely PCC…not a copy of a traditional 4-year private university ceremony.

2.     Inspire people with the president’s vision of the future, and make them feel a part of it.

3.     Give the PCC community a sense of pride and momentum for the work ahead.

4.     Reaffirm the critical value PCC brings to our region.

TACTICS

 Our strategy was to hold a 2-part event:

First, we held a formal luncheon in the Portland Art Museum main gallery for 150 top-level Foundation donors. This was an elegant affair, with a plated meal featuring a locally sourced menu. The effect was a kind of “philanthropy wave” that celebrated the people in the room as well as showcased the many reasons why PCC should be supported.

 Later that afternoon., we held the public ceremony in the Portland Art Museum’s grand ballroom. By choosing the museum (rather than any campuses) located in the heart of downtown Portland, we were able to frame the event as being held “in the community’s center,” as well as provide a lovely setting that lent to the event’s gravitas.

The ceremony itself, entitled “Together, Envision the Future,” was highly unique and reflective of PCC’s culture. We aimed for a momentous – but untraditional – experience for our audience. Here are some of the highlights:

Featured remarks from the Governor of Oregon, Dr. John Kitzhaber, and KGW TV anchor Laurel Porter as emcee.

Instead of the customary delegation of other university presidents, who usually form an opening processional at college inaugurations, our event featured a processional of our students – each wearing a PCC “pride” t-shirt, and carrying a flag that represented one of our 80 academic departments.

Instead of the customary on-stage panel of other university presidents, who usually offer formal greetings at the podium as part of college inaugurations, our event featured a diverse panel comprised of: a business person, student, faculty member, donor, the Governor of Oregon, our Union leaders, Portland State University (our primary transfer partner), and our Board Chair.

Instead of the customary gift of the college mace to the president, we commissioned a poem to be written by a faculty member of the English Department, who read the piece to Dr. Brown. We also commissioned a large free-standing sculpture of a Japanese style bell, forged by a faculty member of the Art Department. The bell was rung at the moment of Dr. Brown’s conferral during the ceremony.

Dr. Brown gave his first presidential address, which painted a picture of the exciting future PCC has ahead – and the role all of us in the community have in ensuring that future.

Dancers from a local Jefferson High School performed two dance numbers as part of the ceremony.

Afterwards, the crowd of 500 were treated to hors d’oeuvres and desserts as well as music and photos with the new president. They were also gifted PCC “spirit” t-shirts and other “pride swag.”

In addition, the event was supported by a number of promotional efforts which included media relations, printed collateral and invitations, microsite and social media pushes, and coverage in our college magazine. One collateral piece in particular – the event program, entitled “Flash Forward” – invited guests to interact with the historic moment using their smartphones in four ways:

o   The “Proud/ A Vision for the Future” panel prompted users to share their vision of PCC as a 21st century college, by linking to PCC’s opportunity site story wall, where their ideas would be shared with Dr. Brown, the PCC community and the public.

o   The “Powerful/Tag Your Pride” panel prompted users to make a “spirit statement” by hashtagging their social media updates with #PCCProud. Their tweets were then shown on a wall during the event.

o   The “Bold/Unlocking the Code” panel prompted users to watch an embedded YouTube video of a PCC’s art faculty member’s forward-thinking approach to teaching and creating.

o   The “Fearless/Flash Forward” panel prompted users to click on a link to view the photostream featuring photos taken at the Flash Forward Photo Station during the event reception.

RESULTS 

The event was a big success for PCC. Not only did we not have to face the complaints that so many other community colleges have in attempting formal investitures, but our faculty, staff and students commented that they appreciated the event because it was really about PCC – just what we were going for. It was the perfect moment to showcase the many talents and achievements of PCC’s faculty, staff and student body by asking them to play integral roles in the ceremony.

Additionally, we received an array of news coverage, including television and print coverage, surrounding the investiture. We were also able to cover the event extensively in our own media, including a 6-page feature in our college magazine, video and online coverage.

Finally, the relationships that were started and reinforced by the investiture were significant: the event’s theme, “Together, Envision the Future” became the kick-off to a series of subsequent conversations hosted by Dr. Brown at each of the college’s campuses where a panel of experts (comprised of students, faculty, community partners, etc.) had the opportunity to discuss their vision for community colleges in the 21st century with Dr. Brown, and the community was invited to attend and ask questions. Out of those meetings, and many others that followed, the college’s strategic plan has begun to take shape.