www.montereycountynow.com OCTOBER 1-7, 2026 MONTEREY COUNTY WEEKLY 11 Monterey Peninsula College’s marketing budget has more than doubled in the last several years, with a contract approved in May worth $750,000 for the 2026-2027 academic year with a San Ramon-based company. That marketing and public relations company was also awarded a $650,000 contract in 2025 and another contract covering Feb. 1-June 30 for $531,000. The total for all three contracts is over $1.9 million. A 2025 survey of 88 colleges by the California Community Colleges was conducted to gauge marketing spending in order to boost enrollments after decreases related to Covid-19. According to that survey, during the 2022-23 academic year, MPC spent $366,331 on marketing. The average across the colleges surveyed was $482,000. Hartnell College spent just over $791,200 in 2025-2026, including two full-time salaries, benefits and employer taxes plus other expenses. Only $58,000 was designated for outside contract services. The most recent marketing contract was approved by the MPC Board of Trustees on May 27 for $750,000 with Armanino Advisory LLC, doing business as Piccadilly. In addition, the board approved an $8,000 contract with Voler Strategic Advisors, another public relations company. Piccadilly CEO Vintage Foster spoke to the board on Feb. 25, stating that his company’s marketing ads in 2025 resulted in increased social media impressions and website visits. Whether it had resulted in increased enrollment was not discussed. Foster stressed that MPC had to compete with other nearby colleges like Hartnell. “The place where you have the most opportunity is to create a new way to tell your story that’s refreshing and positions you as the essential voice in this region around education after high school,” he said. Piccadilly has produced a series of professionally crafted short ads with a “Be It” theme, found on the college’s YouTube page. Some of the titles include “Be Outstanding,” “Be a Superhero,” or “Be a Healer.” One local marketing professional who has done contract work for MPC in the past, Sam Spadoni of We Create Content, says the college is spending too much on contracts that are not specific. “For the amount of work they are doing, it seemed completely outrageous,” Spadoni says. He contends the amounts being charged are more in line with what a larger college in a bigger city might spend. “This is MPC, not USC,” he says, referring to the University of Southern California. MPC officials did not respond to repeated requests for information. A full response has not been provided to a Public Records Act request first submitted in August. MPC’s enrollment has not returned to pre-pandemic levels. The college reported over 12,600 students in the 2018-2019 academic year. By 20242025, the most recent data, it was over 11,400, just slightly up from 2022-2023 when it was 10,950. Marketing Blitz Monterey Peninsula College’s marketing budget rivals those of some big city colleges. By Pam Marino Monterey Peninsula College is spending big on an outside marketing and communications contractor in a bid for increased enrollment. It’s not clear if recent marketing has improved numbers. NEWS “It seemed completely outrageous.” NIC COURY Ken Fittro SEASIDE CITY COUNCIL Serving Seaside — Stronger Together KenFittro4Seaside.com Ken’s Priorities: • Public Safety • Infrastructure and Facilities • Affordable Housing • Youth and Older Adult Programs Paid for by Fittro for Seaside City Council 2026 FPPC#1490027 ✓ 40+ Year Seaside Resident ✓ Retired Special Education Teacher and Swim Coach ✓ Community Volunteer ✓ Advocate for Youth, Older Adults, and Families ✓ Comitted to a Stronger Seaside Ken with his wife Nancy Towne, Retired Seaside Recreation Director PREVENTION•EDUCATION TREATMENT•RECOVERY ARE YOU IN HIGH SCHOOL AND NEED OF COMMUNITY HOURS? JOIN THE STEPS PROGRAM THIS FALL AND RECEIVE COMMUNITY SERVICE HOURS OR JOB OPPORTUNITIES. MEETINGS ARE TAKING PLACE IN SALINAS, SEASIDE, & SOUTH MONTEREY COUNTY. WWW.SUNSTREETCENTERS.ORG
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