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Hanover Research | December 2017 <br /> © 2017 Hanover Research 16 <br />IMPROVING COMMUNITY RELATIONSHIPS <br />Local employers agreed that given Durham Tech’s high-quality programs, and commitment <br />to the community, the most significant area for improvement is communication. Some <br />participants emphasized the need to communicate with local busi ness leaders, while others <br />focused on Durham Tech’s marketing and outreach to potential students in Orange County. <br /> <br />COMMUNICATING WITH LOCAL EMPLOYERS <br />Some participants suggested that while Durham Tech intends to meet the needs of local <br />employers, it does not always capture necessary information about these needs. For example, <br />Strickler mentioned that although Durham Tech participates in a community advisory board, <br />Durham Tech could get a better sense of employer needs through advisory groups “specific <br />to certain types of industries.” Bassett (Chapel Hill) agreed that although Durham Tech is <br />active within the Chamber of Commerce, “there is a segment of the market that may not be <br />a member,” including new or small businesses. Staying in close context with a variety of <br />industries would help Durham Tech “capture information” and stay aware of “changes in the <br />industries.” <br /> <br />Similarly, participants thought that in some market segments employers would want to get <br />involved with Durham Tech programs in Orange County, “if they were aware of them.” But <br />Durham Tech’s offerings “are not broadly understood.” Some market segments (especially <br />small businesses) may be unaware of what Durham Tech offers in Orange County or may be <br />unaware that Durham Tech seeks new partnerships. Bassett told Hanover that “working to <br />educate the business community about how they can partner [with Durham Tech] would be <br />a really good beginning point.” <br /> <br />COMMUNICATING WITH POTENTIAL STUDENTS <br />Durham Tech’s proximity to large research universities such as Duke University, North <br />Carolina State University, and University of North Carolina – Chapel Hill presents a challenge <br />for developing a strong reputation in the community. Several participants worried that <br />despite Durham Tech’s high-quality programs, it could be “overshadowed” by local research <br />institutions. Participants emphasized the importance of advertising for Durham Tech, <br />especially since students who will not attend four-year universities may be unaware of the <br />variety of promising career options available after training at Durham Tech. <br /> <br />Several local employers mentioned a perception that Durham Tech does not advertise widely <br />and questioned whether Durham Tech recruits through local high schools and guidance <br />counselors. Brantley and Bassett suggested that Durham Tech “advertise more,” and tell the <br />community “what they do and what they offer.” Frischemeier suggested “attracting younger <br />people” who might not understand Durham Tech, and recruiting “through local high schools <br />and guidance counselors.” Frischemeier also pointed out that Durham Tech’s website is <br />difficult to navigate; some programs are difficult to find, and several do not show a clear path <br />to a job.