News Summary
The University of Southern Maine (USM) announced significant changes in its marketing department, leading to six layoffs as part of a strategy to modernize its approach to student recruitment. The university aims to adapt to new trends in higher education by focusing on digitalization and data-driven marketing strategies. Meanwhile, affected employees will receive severance packages and support during this transition. The restructuring reflects ongoing challenges related to declining enrollment and the need for universities to evolve their marketing strategies.
University of Southern Maine Restructures Marketing Department
On a rather eventful Tuesday morning, the University of Southern Maine (USM) announced that it had made the difficult decision to lay off six employees from its marketing department. The news was delivered early in the day, with the layoffs taking effect immediately, marking a significant change within the university’s marketing strategy.
Reasons Behind the Change
University leadership explained that these layoffs were not made lightly; they followed a thorough review of the marketing department and its strategies. Meaghan Arena, who is the vice president for enrollment management, marketing, and student retention, pointed out that the university’s approach to recruiting students has changed dramatically over the past decade. It became necessary to realign the marketing strategies to fit the needs of today’s students.
The decision aligns with broader trends in higher education, where marketing and recruitment are evolving to keep pace with technological advances and shifting student expectations. As a response, USM plans to replace the laid-off positions with five new roles that will focus on areas such as digitalization, reputation building, and data-driven marketing. This shift suggests a more modern approach to reaching potential students.
Support for Affected Employees
The university has assured that employees affected by the layoffs will receive their entitled severance packages, benefits, and pay in lieu of notice, as stipulated in the collective bargaining agreements. For those who have been with USM for less than five years, the severance package includes four months of pay and benefits. Those with longer service will receive larger packages based on their tenure. This kind of support aims to ease the transition for those who have dedicated time and effort to the institution.
Current Landscape of the Marketing Department
Currently, the marketing department at USM consists of nine employees, including a senior director. Following this restructuring, there may be a noticeable change in how marketing efforts are strategized and executed. The department will consequently need to adapt quickly to the new structure and embrace the upcoming changes as new roles are created.
Trends in the University System
This isn’t the first instance of layoffs within USM or the larger University of Maine System. Back in May, the university eliminated five management positions as part of a cost-saving initiative. Additionally, in September, the University of Maine System laid off 13 IT employees but also hinted at plans to develop new roles. The recent layoffs at USM fit into a larger pattern of restructuring that seems to be happening across multiple departments within the system.
Neil Greenberg, a leader in the University of Maine System Professional Staff union, has expressed frustration about the layoffs and the restructuring process. He has highlighted concerns regarding the engagement, or lack thereof, of employees during these transitions, alongside worries about looming uncertainties related to future layoffs.
The Bigger Picture
The University of Southern Maine is part of the University of Maine System and serves approximately 7,000 students across its campuses in Portland, Gorham, and Lewiston. Interestingly, enrollment has dropped by about 10% over the past five years. This decline in enrollment may be exacerbating the financial pressures faced by the university, pushing for changes in staffing and strategy aimed at rebuilding and attracting more students.
The current restructuring efforts reflect not only USM’s desire to modernize its marketing approach but also the broader challenges concerning enrollment in higher education today. As USM navigates this period of transition, all eyes will remain on how the university evolves and adapits to better meet the needs of prospective students.
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Additional Resources
- Portland Press Herald
- Wikipedia: University of Southern Maine
- WGME News
- Google Search: University of Southern Maine layoffs
- Bangor Daily News
- Google Scholar: University of Southern Maine
- Encyclopedia Britannica: University of Southern Maine
- Google News: University of Southern Maine marketing department
