Attitude

I love the business of higher education and will do anything within my power to help YOU succeed. I understand the politics, the difficulties, the frustrations. That is why many say I am successful. -Bob

Higher Education Consulting & Training Record

1992-93
Community Partnership, Santa Clara County, California
Long-term project for Community Partnership to define offerings and develop identity , communications materials and marketing strategy for nonprofit organization sponsored by Center for Substance Abuse Prevention. Services provided by ResearchWorks, headed my Dr. Moshe Engelberg. Developed report: "From Organizational identity to Communications Products... Integrating Research and Creativity." Developed PowerAnalysis, powerful new paradigm for applying marketing research techniques to drive creative communications. Efforts, involving Stanford colleagues (Dr. Moshe Engelberg, Roz Pierson, Yolanda Alindor, and Bob Topor) resulted in book authored by Bob Topor: Marketing Communications: How to Avoid Myopia and Add Marketing Power to Your Publications (published by Educational Catalyst Publications). Project won one international award and three national awards.

January 1994
Centro de Ensenanza Technica y Superior (CETYS), Baja, Mexico
Invited to address organizational professionals, Image committee and Board of Trustees of Centro de Ensenanza Technica y Superior (CETYS), private system of higher education in Mexico with institution in Mexicali, Tijuana, and Ensenada. Made presentations in Ensenada, Baja, California, Mexico about institutional image. Consulting designed to evaluate and improve institutional image for the system and its component universities. Addressed Image Committee comprising professional communicators from each campus and governing Board about the importance of institutional image and how to use research to evaluate perceptions and implement actions. Suggested strategic implementation.

Met with Image Committee (representatives from Board) to define process and describe critical path of operations.

Prepared plan for research to evaluate image for internal and external constituencies. Evaluated research; made recommendations for marketing efforts to improve institutional image.

Dr. Engelberg and Bob Topor (of Topor, Engelberg & Associates developed and delivered training session for CETY's students who carried out research data gathering in the field. Approximately 60 students were involved in Tijuana training session.

Planned and delivered educational sessions to students and faculty about how to handle open-ended questions, input data and demonstrated data collection techniques and principles and tabulation software. Wednesday, November 23, 1994 in Mexicali.

January, 1995: Performed data analysis using StatView and SPSS. Extracted valuable summary information from which a Report was created suggesting business approaches, curricular development, new public information and user targeting strategies. Presented to Board Image Committee and then to CETYS Board at Board meeting in Ensenada. Provided data on disk and in printed form for future use.

February, 1995: presented strategic plans to Board Image Committee and to Board at Retreat in Rancho Tecate, Mexico. Strategic plans included recommendation to move away from equilateral development of each location to the development of niche marketing with the creation of Centers of Excellence, designed to improve value perceptions of individual institutions as well as the whole system. This re-direction has strong economic value to the client. Topor & Engelberg developed the strategy to move he three institutions in the value-focused niche direction, changing the academic and business direction in ways that'll make the institutions much more visible, client-focused, and valuable.

This project resulted in a book, (Topor's tenth) Image Analysis, How to Use Research Gathered Information to Achieve Higher Education Advancement Results. This book outlines the research process with photos and examples of the materials used.
Client and Board representative: Dr. Fernando Leon Garcia

February 1994
CASE Region II
Presented new PowerAnalysis marketing research concepts to CASE Region II conference in Baltimore, Maryland.

February 1994
Washington State University
Topor & Engelberg presented principles of marketing including use of PowerAnalysis to communications professionals at Washington State University, Pullman. Focus on use of qualitative and quantitative research for admissions, development, continuing education, conferences and institutes, news and information, distance learning, etc. Use of media to get national visibility, principles of marketing research.
Clients: Nancy Hilliard and VP Barbara Patrero.

February 1994
CASE Region VIII
Presented new PowerAnalysis marketing research concepts to CASE Region VIII conference in Spokane, Washington.

February 1994
Daytona Beach Community College
Consulted with President, administrators, faculty and staff at Daytona Beach Community College, Florida. Attention focused on enrollment management, attrition and on marketing efforts. Helped build consensus for school's first marketing plan. Met with marketing committee to conduct afternoon seminar about how marketing works and to build support and consensus. Helped develop formats for marketing information gathering and helped create "matrix" for the marketing plan. Guided creative marketing development; concepts, news support, and other communication efforts.
Client: Kay Quarles, Vice President for Institutional Research and Advancement

April 1994
Morningside College
Invited to visit Morningside College in Sioux City, Iowa to review the Public Affairs office and to explore issues surrounding how the college markets itself to its various audiences. Met with Community Board, President, department chairs, business-economics professors, students, enrollment management staff, local business people, development leaders and staff, director of admissions and director of continuing education. Prepared summary report and list of recommendations suggesting how Morningside can organize staff and implement a comprehensive marketing plan.
Clients: Jerry Israel, President
Gene Ambroson, Director of Public Affairs

June 1994
University of Alabama at Birmingham
Made presentation about marketing concepts to members of UAB's University Affairs department including representative from the President's office. Described concepts, techniques and processes. Met with recently consolidated and aligned media affairs, creative and marketing sections to build consensus and to assist in putting a comprehensive marketing effort in place. with focus on medical center and central academic services. Met with associate vice president, supervisors and directors to provide guidance about how to work together to achieve best results. Objective: build consensus, organizational culture, inspire teamwork and identify possible problems and opportunities. Answered questions from staff and supervisors. Worked with international health care marketing staff to define strategies and potential organization.
Client: Mike Ellis
UAB Associate Vice president of Public Relations and Marketing

June, 1994
Michigan Technological University
Met with marketing committee and sub-committee to help develop an Integrated Marketing Plan as envisioned by the President. Met with marketing sub-committee, the full committee, the President, professional communicators, faculty, VPs, Deans. Directors, senior staff, academic department heads, and students. Purpose: to gain consensus, get people excited about possibilities and to describe contemporary processes and approaches to developing an integrated marketing Plan. Answered questions and prepared a written report and suggestions for how to proceed in order to get an effective and efficient Plan created, implemented and evaluated. Made recommendations for marketing research from which to beget the Plan. Consulted with President.
Clients: President Curt Tompkins
Marketing Subcommittee: Bill Curnow, Gary Neumann, Business Marketing
Professor Al Brokaw, Dean Woodbeck.

1993-94
University of Southern California
Audit outreach materials through campus visits with VPs, Deans, faculty and administrators. Objective: to recommend improved marketing strategies and techniques and help establish in-house services for communications materials. Audit identity systems, logos, and recommend ways to achieve much more coordinated editorial, identity and graphics systems. Produced VideoAudit of outreach materials to encourage better, marketing-based coordinated and integrated communications.
Client: Martha Harris, Associate VP for University Public Relations

Michigan Technological University
Houghton, Michigan

June, 1994
Met with President, faculty, key administrators and marketing sub-committee to lay plans for an integrated marketing plan as envisioned by President Curt Tompkins. Helped build internal culture to set the scene for effective marketing. Introduced ideas of marketing research and importance of information to drive efforts.

Wrote summary report and developed ground work for marketing plan, working closely with Business Marketing Professor Al Brokaw.

September, 1994
Invited to return to campus to brief National Advisory Board, President Tompkins, key faculty and administrators and to serve as focus group leader for that group comprising corporate leaders of major U.S. firms such as Detroit Edison, Dow Corning, DuPont Fibers, Rockwell, INTEL, Arthur Andersen, Southern Pacific Lines and Chrysler. Investigated issues of institutional attributes and liabilities, perceived performance of MTU graduates, placement of graduates, curriculum, institutional research and communications.
President Curt Tompkins

September, 1994
UCLA
Invited to lead Retreat at UCLA Malibu Conference Center, former home of faculty Philip R.A. May, M.D. and Genevieve May, M.D. Made presentation and led discussion with about 25 UCLA professional communicators representing many segments of the university. Discussed marketing principles, techniques, marketing research technologies, communications, changing paradigm of higher education, and strategic directions for the future. Helped build culture and achieve collective, cooperative actions. Assistant Vice President Darlene Fields

December 1994
Wright State University
Dayton, Ohio
Public Relations accreditation review and audit of activities. Met with President Harley Flack, vice presidents, faculty leadership, department staff, Deans, students and others to review processes, staffing skills and projects. Considered staff capabilities for support of future development efforts.

Prepared Report including staffing alignment recommendations, process realignment, skills strengths and weaknesses assessment and recommendations of project priorities.
Contact: Dr. Harley Flack
Harry Battson, Director of Public Relations

December 1994
Council for Advancement and Support of Education (CASE)
Washington, D.C.
Invited to meet with CASE staff to review and suggest improvements for new marketing plan and describe how a marketing plan functions for a nonprofit service organization. Reviewed processes and systems; made recommendations for improvements. Reviewed staffing, job descriptions, reorganization plan, core services and product lines, customer service, mission statement, plans, vision and philosophies. Reviewed computer systems, computer capabilities. Discussed ideas for membership improvement. Met with senior staff and support professionals. Assisted in the development of marketing research to drive service product lines and core processes.
Contact: Julie Landes, Peter McE. Buchanan, President and CEO, Ed Crawford, VP

1994-95
College of Notre Dame
Belmont California
On retainer to assist President Margaret Huber, Ph.D., Thomas Bria, Ph.D., VP for Advancement, and Mariann Thomas, Director of Public Information in the development of a comprehensive institutional marketing plan. Interviewed College leaders. Conducted comprehensive admissions marketing audit, including CND's competitors to institute developmental marketing strategies.

March 1995
The Seminar By The Sea
Planned, organized, promoted and served as faculty member for a two-day Seminar in La Jolla, California; Subject was How to Create a Successful Marketing Plan for Higher Education. Co-authored (along with Dr. Moshe Engelberg (Stanford) The Master Marketing Plan Builder, the first such workbook in higher education. Attracted participants from U.S., Canada, Mexico and New Zealand. Extremely successful. Other faculty included Ann Granning Bennett from Portland, Oregon, Dr. Moshe Engelberg from Rancho Bernardo, Bryan Peterson of Dallas, Texas. Participant evaluations included: "one of the best seminars I have ever attended in higher education."

April, 1995
Oklahoma State University
Met with President, key faculty, administrators, Deans, staff. etc. to perform a communication audit in preparation for major capital campaign (100th anniversary). Prepared recommendations for marketing communications improvement.

July, 1995
Presented Report and strategic recommendations to President Jim Halligan, Dr. Ron Area, CEO, OSU Foundation and members of the Oklahoma State University Development Council on the Stillwater campus.
Contact: Natalea Watkins, Director of Communications

April, 1995
College of Notre Dame
Performed internal audit of communications efforts. Interviewed faculty, Deans, administrators to assess internal capabilities and make recommendations for how to proceed to move toward a much more aggressive marketing approaches. Reported to Director of Public Relations and to President.

May, 1995
Met with President, key faculty and administrative leaders to develop strategies for short term and long term development and for presentation to Board and for outreach to key audiences.
Contact: Margaret Huber, President
Thomas Bria, VP for Advancement

May, 1995
Presentation to Executive Committee. Reported findings from internal audit meetings with faculty, Deans, staff, President, students. Communicated culture analysis and delivered recommendations for action items. (printed Report: Marketing Audit).
Contacts: President Margaret Huber, VP Tom Bria (Advancement)

mid-May, 1995
Met with President Huber, key administrative and faculty to develop strategy and editorial concepts for strategic report. Contributed title idea: "Spirit of Tomorrow; Today."

June, 1995
Presentation to Governance Board at invitation of the President. Described findings of marketing audit and undergraduate admissions audit. Made strong recommendation for use of qualitative and quantitative internal and external marketing research, building information and knowledge bases on campus for subsequent strategies and actions.

April, 1995
Oklahoma State University
Performed internal communications audit to determine communications levels in preparation for major fund raising effort. Interviewed President, donors, Deans. faculty, administrators. Prepared report suggesting recommendations to set communications strategies and direction for communication in preparation for major fund raising effort
Interviewed people on OSU Stillwater campus and in Tulsa. Interviewed by student campus newspaper reporter.
Contact: Natalea Watkins, Director of Communications
OSU University President Halligan

June, 1995
Millikin University
Met with President Curt McCray, Ph.D. to discuss copy for a major capital campaign case statement brochure. Coordinated draft of copy using professional source of Topor & Associates virtual company (contributions of professionals based on skills and marketing abilities; not location! End product will be a powerful brochure to be used in capital solicitation for philanthropic target markets.
Contact: VP Tim Willard, Ph.D., Advancement
President Curt Mc Cray, Ph.D.

June, 1995
National Technological University, Fort Collins, Colorado
Presented keynote address, "Hands -On Marketing" to national meeting of distance learning academies, corporations, and providers.
Contact: Eileen Moore

July, 1995
Oregon Institute of Technology
Invited to review internal admissions direct mail strategies and processes. Met with President, Director of Admissions, administrators, Director of Public Affairs and others to evaluate admissions/enrollment management processes. Provided recommendations in Report.
Contacts: President Lawrence Wolf
Gary Willhide, Director of Public Affairs

August, 1995
Hiram College
Hiram, Ohio
invited to make address to College Opening Assembly at beginning of new academic year in support of the Marketing and Visibility Task Force. Met with operational staff to review "Blueprint for Action" plan to advise future direction.
Contacts: President Ben Oliver
Timothy A. Bryan, Director of College Relations

September, 1995
Coker College
Hartsville, South Carolina
Invited back, after nine years, to conduct follow-up consulting with a focus on undergraduate recruitment marketing and to provide an assessment of faculty opinion toward a request for a review of majors suggested by administrative Dean which had resulted in a rather severe faculty backlash, Topor provided recommendations for recruitment and advice for the President. Topor met with many administrators, faculty, students, town mayor, and addressed a special meeting of the Executive board. Topor's report provided recommendations for methods and processes, techniques, strategies.
Contacts: President Jim Daniels
Frank Bush, Executive Vice President for Institutional Advancement
Provost & Dean of Faculty Malcolm Doubles

October, 1995
The Seminar By The Sea
Presented a three-day seminar in La Jolla, California titled "How to Create a Successful Marketing Plan for Higher Education." Use the 238-page Master Marketing Plan Builder created by Bob Topor & Dr. Moshe Engelberg (Ph.D., Stanford).
Contacts: Robert S. Topor, Dr. Moshe Engelberg, ResearchWorks, Rancho Bernardo

November, 1995
A*DEC Conference
Principal Contact Officers Meeting
Lake Buena Vista, Florida
Presentation to national land grant universities and colleges regarding technology and lifelong education. Presentation: "How to Make Sure People Know We Exist." Led roundtable planning discussion.
Contacts: Dr. Jan Poley, Director
Dave King, Purdue University
David O. Watkins, Cornell University

November 1995
Orange County Community College
Middletown New York
Worked with Director of Marketing and Marketing Task Force to develop master marketing plan. Made presentation to task force about how to develop a plan and how to implement it. Met with President, key faculty, key administrators and college advisors from business community.
Contacts: Bill Messner, President
Doug Smith, Marketing Director

January 1996
CASE District II Philadelphia Pa
Half day presentation:
Marketing--What Is It and How Can It Help Advancement Professionals? Described to develop a comprehensive marketing plan for higher education zeroing in on the needs of the institution and the importance of institutional image.

February 1996
American Council on Education
Washington DC
Invited to consult with staff professionals and outgoing President Atwell in areas of public affairs, marketing communications materials and evaluate processes, techniques and strategies. Partnered withVice Chancellor Frederick Volkmann of Washington University in Saint Lewis.
Contact: President Robert H. Atwell

June 1996
SUNY/CUAD Educational Conference
Western New York State
Presented information about how to conduct effective low-budget primary research and how to incorporate secondary information.
Contact: Carole Smith Petro

November 1996
American Marketing Association
Nashville, Tennessee
Keynote address: "The Shifting Paradigm of Higher Education Marketing"
Contact: Ann Pelligrini, AMA (312) 831-2789

Fall, 1996
Presidio World College
San Francisco
Met with President Jim Stuckey to plan and launch a new college of higher education. Marketing co- effort with Dirk Janssen, Prescott Arizona.
Contact: President Jim Stuckey (415) 561-6590

September, 1996
Daehak Munhwa, Seoul Korea
Established working relationship with South Korean company working in higher education. Wrote article for Korean translation. Gave intellectual property rights permission to translate my books for Korean market.

December 1996
Central Michigan University
College of Extended Learning
On site audit of marketing activities. Met with Dean, key administrators and satellite staff. Provided oral review and interactive television (with Detroit facility). Provided printed Report describing recommendations.
Contact: Susan Hunter, marketing

March 1997
The Seminar By The Sea
Planned, organized, promoted and served as faculty member for a two-day Seminar in La Jolla, California; Subject was How to Create a Successful Marketing Plan for Higher Education. Co-authored (along with Dr. Moshe Engelberg (Stanford) The Master Marketing Plan Builder, the first such workbook in higher education. Attracted participants from U.S., Canada. Extremely successful. Other faculty included Professor Emeritus Elizabeth Pollard: "Web Site Marketing."
Participant evaluations included: "one of the best seminars I have ever attended in higher education."

April 1997
Averett College
Danville, VA
Met with President, College Board representative, Northern Virginia Averett Adult Education satellite center Directors, Southern Virginia Averett Adult Education satellite center Director, faculty, administrators and staff. Served as facilitator for Averett Image Board to create an Integrated, Institution-Wide Marketing Plan: provided guidance and encouraged team building.
Contacts: John Campbell, President
Rob Buckla, Vice President for Institutional Advancement
Gary Sherman, Vice President for Enrollment Management

May 1997
The Seminar By The Woods
Planned, organized, promoted and served as faculty member for a two-day Seminar in Campbellsville, Kentucky at invitation of the Association of Independent Kentucky Colleges and Schools and Campbellsville University; Subject was How to Create a Successful Marketing Plan for Higher Education. Co-authored along with Dr. Moshe Engelberg (Stanford) The Master Marketing Plan Builder, a unique workbook for higher education. Attracted participants from Eastern U.S., Canada.
Contact: Marc Whitt, Campbellsville University
Assistant to the President for Public Relations and Marketing
Campbellsville University
1 University Drive
Campbellsville, Kentucky 42718-2799
office: (502) 789-5213
office fax: (502) 789-5095
whittm@campbellsvil.edu
www.campbellsvil.edu

May, 1997
Keynote Address and workshops
Bemidgi Electronic Academy Summer Institute
Hosted by Bemidgi State University
Presented keynote address. Covered by local newspaper. Participated in "Super Session" panel: "Visioning the College Campus for the New Millennium" and "Discovery of the New Market of Adult Learning".
Contact: Al Nohner, Director of News & Publications (218) 755-2401 and M.
James Bensen, President (218) 755-4048

March, 1999
Keynote Address
Association of Washington Community & Technical College Administrators
Olympia, Washington
"Responding to the Needs of Our Communities and the State: Getting the Best Information and Using It"
Presented keynote address: "The Changing Images of Higher Education"
Contact: Center for Learning Connections

March, 1999
Association of Chiropractic Colleges
Workshop: "Admissions & Communications"
Contact: Cal Cobb (ccobb@nycc.edu)

November, 2005
Christian Brothers University
Reviewed web site (www.cbu.com). Provided marketing and communications advice for changes with focus on undergraduate and graduate recruitment.
Client: John W. Kerr
Director, Communications and Marketing
Christian Brothers University
Memphis, TN 38104

Contact: Cal Cobb (ccobb@nycc.edu)