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USM Makes Tough Decisions with Marketing Layoffs

The marketing team at USM brainstorming new strategies in light of recent layoffs.

News Summary

The University of Southern Maine (USM) has announced layoffs in its marketing department, affecting six employees. These changes are part of a strategy to adapt to evolving student recruitment methods amid a decline in enrollment. Despite the cuts, USM plans to create five new digital marketing positions. Laid-off employees will receive severance, and the university aims to improve its competitiveness in attracting students.

USM Makes Tough Decisions with Marketing Layoffs

In a surprising turn of events, the University of Southern Maine (USM) announced on Tuesday that it would be laying off six employees from its marketing department. This decision, which took effect immediately, comes after a comprehensive review of how the university is approaching its marketing strategies.

Changes in Recruitment: Adapting to the Times

Meaghan Arena, the vice president for enrollment management, marketing, and student retention, shared some insights about the drastic changes in student recruitment over the past decade. The landscape of marketing and recruitment has evolved significantly, and USM is responding to these shifts. “We’ve got to adapt to the new realities of student recruitment,” Arena emphasized, reflecting on how methods and technologies have transformed.

Looking Ahead: New Roles in Digital Marketing

While the layoffs might seem daunting, there’s a silver lining. The university plans to create five new positions aimed at modernizing its approach. The focus will be on digitalization, building the university’s reputation, understanding student needs, and utilizing data-driven marketing. This strategic pivot is intended to better align with how prospective students engage with educational institutions today.

Support for Laid-Off Employees

The university is ensuring that employees affected by the layoffs are treated fairly. According to collective bargaining agreements, laid-off staff will receive severance, benefits, and pay in lieu of notice. Those with less than five years of service will be compensated with four months of pay and benefits. Meanwhile, employees with more extensive tenure will see larger packages based on how long they’ve worked at USM.

A Trend of Restructuring

These layoffs are not occurring in isolation. This recent decision follows a previous cost-saving initiative in May, where five management positions were eliminated at USM. Additionally, in September, the larger University of Maine System laid off 13 IT employees, alluding to their own plans for creating new positions in that department. The academic landscape is undergoing noticeable shifts, and institutions are evaluating how best to navigate these changes.

Frustrations from Employee Unions

These restructuring moves have drawn frustration from employee unions. Neil Greenberg, president of the University of Maine System Professional Staff union, voiced concern over the apparent lack of employee engagement in these decisions. There’s a palpable sense of uncertainty around the potential for future layoffs and how these decisions might unfold.

Enrollment Trends at USM

As a backdrop to these changes, it’s worth noting that USM has been experiencing a decline in student enrollment, dropping approximately 10% over the last five years. Currently, the university enrolls about 7,000 students across its campuses in Portland, Gorham, and Lewiston. The future of these strategies and structural changes may hold the key to reversing these trends and securing a brighter future for the university.

Looking Forward in Uncertain Times

In these times of restructuring and change, the university community is likely feeling a mix of emotions about these developments. While layoffs are challenging for everyone involved, the hope is that USM’s new approach will create opportunities for growth and better alignment with the evolving educational landscape.

As USM navigates these changes, stakeholders and community members alike will be watching closely to see what comes next. The aim is clear: to fortify the university’s ability to attract and retain students in an ever-competitive environment.