Categories: Sponsored News - Digital Marketing

University of Southern Maine Restructures Marketing Department

University of Southern Maine embraces digital marketing strategies.

News Summary

The University of Southern Maine has laid off six employees from its marketing department as part of a restructuring initiative aimed at adapting to new trends in student recruitment. The university plans to create five new positions focusing on digital marketing strategies. Those affected will receive severance packages based on their tenure. This decision reflects a broader trend of restructuring within the University of Maine System amidst declining enrollment.

University of Southern Maine Restructures Marketing Department

In a significant shake-up, the University of Southern Maine (USM) has announced the immediate layoff of six employees from its marketing department. This decision, communicated early on Tuesday morning, comes after a thorough review of the department and the broader marketing strategy of the University.

Understanding the Changes

According to Meaghan Arena, who serves as the vice president for enrollment management, marketing, and student retention, the approach to student recruitment has seen drastic shifts over the past decade. The rapid evolution of technology and changing student needs paved the way for these adjustments. Arena indicates that the university is looking to adapt to these trends to remain competitive and relevant in the education sector.

This restructuring effort doesn’t simply spell the end for the affected employees. Instead, USM has plans to create five new positions aimed specifically at embracing digital methodologies, enhancing the university’s reputation, and concentrating on data-informed marketing strategies that meet the evolving needs of students. This is a move towards a more digital-friendly approach that emphasizes the growing importance of online platforms in student recruitment.

Support for Affected Employees

For those who have been laid off, the university has assured that they will receive severance packages that adhere to the collective bargaining agreements in place. Employees with less than five years of service will receive a severance package that includes four months of pay and benefits, while those with longer tenures will receive more substantial packages linked to their years of service. It’s an effort by the university to cushion the impact of these layoffs, offering some support as they transition to new opportunities.

A Shifting Landscape at USM

With this latest decision, there are now just nine employees remaining in the marketing department, which includes a senior director. This decision is part of a broader context of restructuring at USM; recent months have seen similar movements with the elimination of management positions aimed at cost-saving measures. Back in May, five management positions were cut, and just last month, the University of Maine System let go of 13 IT employees, signaling a systemic change within the educational institution.

Voices of Concern

Neil Greenberg, the president of the University of Maine System Professional Staff union, has voiced his concerns regarding the lack of engagement from employees during this restructuring process. He highlighted the discomfort and uncertainty it brings, especially regarding potential future layoffs. In any work environment, communication is key, and it’s clear that many are hoping for more inclusive discussions as changes unfold.

The Bigger Picture

USM, which is part of the broader University of Maine System, has campuses in Portland, Gorham, and Lewiston, is currently grappling with an enrollment figure around 7,000 students. This number has sadly declined by about 10% over the past five years, raising questions about the long-term sustainability of these institutions. The challenge lies in how the university can innovate and attract new students while maintaining the educational quality that they are known for.

As USM embarks on this new era of marketing focused on digital strategies and student needs, the hope is that these changes will help them not only retain their current student body but also attract new students who are looking for a modern approach to higher education.