OMC Annual report 2017

THE OFFICE OF

MARKETING AND COMMUNICATION ANNUAL REPORT | July 2016 – June 2017

Greetings, The Marquette University story is a

story strategically, broadly and with as much positive impact

rich one. It is grounded in the Catholic,

as possible.

Jesuit tradition and steeped in a 136-year history of excellence, faith, leadership and service. It is also modern and innovative, reflective of shifting demographics and the ever-changing higher education landscape.

In the Office of Marketing and Communication, it is our job — and our great privilege — to tell that story.

To that end, in the coming pages you will see the ways in which we measure our work across a variety of marketing communication platforms. You also will see the global impact of that work. Further, we’ve outlined just a few of the ways we support our university partners through campaigns, big and small, as well as some of the new and innovative approaches we’re taking to communicate what’s best about Marquette.

I hope you enjoy learning more about OMC and how we tell

With that, though, comes responsibility. When we tell the

the Marquette story — a story that inspires and challenges

Marquette story, we must remain ever mindful of our tradition

us all to Be The Difference.

and the immense pride our students, alumni, faculty and staff have in this university. The 30 talented professionals who

Regards,

make up the OMC team take this charge seriously.

We in OMC also understand and appreciate that we are

Dave Murphy

accountable to the Marquette community for telling our

Vice President

OFFICE OF

MARKETING AND COMMUNICATION Marquette University’s Office of Marketing and Communication is a team of 30 professional writers, designers, marketers, web developers and communication specialists that serves the Marquette community in the areas of brand marketing, interactive marketing, marketing projects, and communication and public relations. OMC promotes the academic reputation of Marquette and tells the Marquette story to all audiences through traditional media, social media, print publications, video, web and interactive.

Mission and vision statement The Office of Marketing and Communication team discovers what is best and most important about Marquette University. We communicate it with creativity and impact to students, alumni, parents, faculty, staff and the broader community. We counsel and lead our university partners as together we implement best practices in marketing and communication.

Our vision is that Marquette University will be recognized as the nation’s best example of a university that inspires students and alumni to Be The Difference in the world.

marquette.edu/omc

B R A N D VO I C E V I S U A L P L AT F O R M B R A N D A R C H I T E C T U R E P H OTO G R A P H Y VO I C E K E Y M E S S AG I N G A D V E R T I S I N G DESIGN A R T D I R E C T I O N C R E AT I V E D I R E C T I O N I L L U S T R AT I O N P R O D U C T I O N E N V I R O N M E N TA L G R A P H I C S P H OTO A R C H I V I N G EDITORIAL M A R Q U E T T E M AG A Z I N E M A R K E T I N G W R I T I N G E D I TO R I A L WRITING REPORTING RESEARCH COPY EDITING PROOFREADING C O L L E G E B E AT S T O R Y D E V E L O P M E N T COMMUNICATION C R I S I S M A N A G E M E N T P U B L I C R E L AT I O N S W R I T I N G R E P O R T I N G S TO R Y P I T C H I N G M E D I A R E L AT I O N S I N T E R N A L C O M M U N I C AT I O N R E P U TAT I O N M A N A G E M E N T MARKETING M E D I A B U Y I N G A D V E R T I S I N G P R O M O T I O N S P R O J E C T M A N AG E M E N T S P O N S O R S H I P S C A M PA I G N P L A N N I N G R E S E A R C H A N D A N A LY T I C S T I M E L I N E M A N A G E M E N T P R I N T B U Y I N G F U L F I L L M E N T M A N AG E M E N T VIDEO P R O D U C I N G D I R E C T I N G EDITING SCRIPTWRITING R A D I O T E L E V I S I O N COLLEGE S TO R Y T E L L I N G M OT I O N G R A P H I C S SOCIAL MEDIA D I G I T A L S T O R Y T E L L I N G C A M P U S L I F E P H OT O G R A P H Y W R I T I N G P O S T I N G S T U D E N T, A L U M N I A N D PA R E N T E N G A G E M E N T C O M M U N I T Y B U I L D I N G INTERACTIVE WEBSITE DEVELOPMENT CODING MOBILE APPS D I G I TA L A D V E R T I S I N G D E S I G N BRAND

EARNED, OWNED, PAID AND SOCIAL

OWNED MEDIA

Today’s media landscape is increasingly one of convergence and integration. As a leading-edge marketing communication department, OMC approaches its work with this reality in mind.

To that end, OMC’s work falls primarily into four categories: earned, owned, paid and social media. These groups do not operate in isolation;

EARNED MEDIA

OMC

rather, they overlap and influence one another.

For OMC, this means building collaborative, cross-disciplinary marketing communication teams for projects and campaigns, big or small.

The following pages provide a snapshot of OMC’s work and its impact across these four convergent categories.

SOCIAL MEDIA

PAID MEDIA

115,000

287

TOTAL FOLLOWERS

AD PROJECTS

13,013

1,119

Facebook,Twitter and Instagram

NEWS STORIES

Placed in print/online media worldwide

PRINT, VIDEO AND WEB PROJECTS

3.2 BILLION OVERALL IMPRESSIONS

Across earned, owned, paid and social media OMC measures its reach in impressions, which are the number of individuals who potentially saw a Marquette University message in earned, owned, paid or social media.

The metrics are based primarily on product production counts (e.g., number of brochures printed), web traffic (e.g., page views and clicks), social media engagement (e.g., “likes” and shares) and Nielsen ratings, as well as other industry-standard measurements.

July 2016–June 2017

EARNED MEDIA Earned media are news stories in local, regional, national, international and trade news outlets across print, digital and broadcast platforms. OMC has broad and deep relationships with reporters, editors and producers nationwide and works to place stories about all facets of the university.

The team also responds to reporter requests for expert commentary on a wide range of story topics. OMC tracked 13,013 print and web stories about the university with a media value of $160 billion from July 1, 2016 – June 30, 2017.

Impressions for July 2016 – June 2017

Print/Web: 3,000,000,000 November 2016 groundbreaking for new Robert A. Wild, S.J., Commons residence hall facility

New Sendik’s on-campus grocery store announcement

69 news stories ran in television news outlets and on media websites.

22 news stories ran in television news outlets and on media websites.

1.25 million people viewed the television news stories.

1.3 million people read the story on media websites.

July 2016–June 2017

OWNED MEDIA OMC considers owned media to be any print, video and web-based products that it controls and that are unique to the university’s brand.

Examples include brochures, programs, invitations and magazines; informational and documentary-style videos; and websites and

My Marquette video series — more than 50 videos produced

webpages within the marquette.edu domain. From July 1, 2016 – June 30, 2017, OMC completed more than 1,119 owned media projects for the university, including web service requests.

Impressions for July 2016 – June 2017

opus college of engineering magazine 2016

the magazine for marquette university college of business administration | 2017

Diederich College of Communication

2016

No. 05

college of education

2016

BETTER TOGETHER The college and its partners help each other thrive.

Catching

their

This is experiential learning.

And it’s more than just another day at the office.

SPARK

OF STUDENTS DELIVERING THE NEWS

getting smarter faster with

p. 02

p . 14

Biz Mag_2017.indd 3

today ’ s cross - fit master ’ s

p . 20

FROM MARQUETTE THEATRE TO THE OSCARS AND EMMYS P. 8

the lives behind the stereotypes: being arab and muslim in america p . 12

Source of hope

2 0sabbatical 1 7 Shop-floor

UNQUENCHABLE ALUMNA JOANNE QUICK | p14

O’BRIEN FELLOWSHIP: THROUGH THE EYES OF STUDENTS P. 12

M A R Q U E T T E U N I V E R S I T Y L AW S C H O O L M A G A Z I N E

Bringing back benefits from a year in industry.

SUMMER 2017 research

5:08 PM

Marquette University, P.O. Box 1881, Milwaukee, Wisconsin 53201-1881 USA

TOTAL: 31,856,186

IN GOOD COMPANY. Vines are taking over the world’s rain forests — and impairing the forests’ ability to curb climate change. A close-up look at globally significant research conducted at Marquette and in Panama.

CONFIDENCE IN THE JUDICIARY The Fourth Circuit’s Judge Albert Diaz on Judicial Term Limits—and a Reaction from Judge James Wynn, L’79 ALSO IN SIDE:

Making Connections The college is forging ties between the campus and community

At Marquette, we are finding more ways to collaborate with others to solve

IP Law: Friend or Foe of High-Tech Advances?

problems and create opportunities. A shared vision for human performance

Barkow and O’Hear on the Proliferation of Criminal Laws

with Aurora Health Care, academic programming with the Medical College of

Prosser on His Law Clerks Marquette’s Water Law and Policy Initiative

Wisconsin, research efforts throughout the university and at the Global Water Center, supporting entrepreneurs and innovators, and improving a community as part of the Near West Side Partners — all these partnerships share a purpose: to improve the world around us. We’re proud to be doing more, together, because the company we keep allows us to Be The Difference.

HISTORICAL TIMELINE: THE COLLEGE OF NURSING TURNS 80 PG. 4

AN INNOVATIVE WAY TO TACKLE HEALTH ISSUES WITH CITY YOUTH PG. 14

GROOMING MINORITY STUDENTS FOR A NURSING CAREER PG. 16

University publications published in-house July 2016–June 2017

p . 06

in child behavioral care

A TRUSTED GUIDE ON A SENSITIVE CAMPUS ISSUE | p12 NNS: THE COMMUNITY MEDIA PARTNERSHIP FILLS A NEWS VOID P. 5

giving stem

the business

5/19/17 2 016

decades of breaking ground

p. 02

A FACULTY BOOST FOR EOP | p2

NURSE C O L L E G E O F N U R S I N G M AG A Z I N E

a biomedical engineering merger boosts research

MARQUETTE

beyond coconuts : alumnus

mark rampolla aims higher

MARQ

Web: 29,802,871

Look elsewhere for apathy and boredom.

Again and again, the college helps ignite in students a passion for shaping the lives of others.

ALUMNUS OF THE YEAR • BLUEPRINT FOR CAMPUS CHANGE • THIS IS ME. THIS IS US. SPRING 2017

Video: 288,417

|

scholarship

|

innovation

A senior design team uses a foreclosed home to irrigate a homeless shelter’s urban garden.

MARQUETTE MAGAZINE

Print: 1,764,898

Engineering growth

Startup culture helps students and grads take the plunge.

SONG OF LIFE

JEN WATERS HOPES WE’LL SING ALONG

PAID MEDIA Put simply, paid media are advertisements or any other publicity that is paid for. These include advertisements in print publications and on websites or other digital properties, such as e-newsletters; outdoor advertisements, including billboards and airport and train terminal signage; social media advertising on platforms such as Facebook and LinkedIn; and pay-per-click search engine advertising. OMC completed 287 print and digital advertising projects from July 1, 2016 – June 30, 2017.

Concourse C billboard in Mitchell International Airport Impressions for July 2016 – June 2017

Digital: 28,640,302 Print: 2,404,713

Web banner ads

Outdoor: 16,466,835 Social: 6,048,276 Search: 713,054

TOTAL: 54,273,180

July 2016–June 2017

Outdoor digital billboard

SOCIAL MEDIA Social media comprise websites and applications that enable users to create and share content or to participate in social networking. OMC tracks 20 Facebook and 42 Twitter profiles affiliated with the university, which include those it actively manages or provides regular ongoing counsel to, as well as Athletics accounts and high-profile individual accounts, such as President Michael R. Lovell’s and Coach Steve Wojciechowski’s.

Impressions for July 2016 – June 2017

OMC-managed accounts: 85,224,414 28% increase in social media followers

July 2016–June 2017

A VOICE FOR SOCIAL JUSTICE. MARQUETTE FORUM As a Catholic, Jesuit university, Marquette is committed to social justice. The Marquette Forum is an annual series that brings experts of national renown

CREATIVE SAMPLES

together with those from the Marquette and Milwaukee communities, for conversations on topics that impact our community and the world.

A FORUM FOR CONVERSATION. The Marquette Forum — a yearlong series of events and discussions on the topic of “Freedom Dreams Now,” the challenges that inequality presents, and the hope of a better world emerging from Black freedom struggles — concludes with a talk by Dr. Angela Davis. A scholar, activist, author and lecturer, Davis has been focused on social justice. Her work as an educator — both at the university level and in the larger public sphere — has always emphasized the importance of building communities of struggle for economic, racial and gender equality.

Dr. Angela Davis

OMC creates a broad assortment of creative marketing materials to promote the university’s brand, support different institutional goals and reach varied audiences.

Wednesday, March 29 | 7 – 9 p.m.

Al McGuire Center | 770 N. 12th St., Milwaukee The event is free and open to the public.

Please reserve a ticket online by March 22; it is required for entry.

marquette.edu/forum

Such materials include brand image and call-to-action advertisements, brand identification and signage, marketing collateral pieces (e.g., banners, posters, fliers and postcards), photography, and digital and video pieces.

Following are just a few samples of OMC’s recent creative work.

BIG NAMES. BIG CONCERT. FEATURING RACHEL PLATTEN AND AMERICAN AUTHORS

Gates open at 5 p.m. Concert begins at 7 p.m. Gates close at 7:30 p.m.

First 200 attendees receive a food voucher.

Digital and print promotion — Multichannel support of the newly formed Marquette Forum

KNOW THE FACTS. •

Have your ticket and Marquette University Student ID ready to show at the gate.

•

Don’t break the rules. Violations to the Marquette University Student Code of Conduct and policies set forth by local, state and federal authorities may result in disciplinary action and escort from concert grounds.

•

Stay for a while. Concert reentry is prohibited.

•

No outside open containers allowed. Don’t worry — you can buy food and beverage there.

•

Have a bag? Make sure it doesn’t exceed 4.5 x 6.5 inches.

•

Your safety is important. Everyone must comply with security screening requirements.

•

And please don’t bring the following: firearms and other weapons, knives, switchblades, bags, backpacks, coolers, duffel bags, large purses, obstructive banners, outside food and beverages, glasses, cans, or bottles, alcoholic beverages, noisemakers of any kind, selfie sticks, video cameras, pets, illegal drugs or substances.

Items not listed may be prohibited at the discretion of event security.

•

But feel free to bring a blanket to sit on.

Event marketing and branding — Full spectrum marketing campaign for Marquette University’s Homecoming 2016

HOW TRAGEDY LEADS TO FUNDING SPINAL CORD RESEARCH

MARQ ALUMNUS OF THE YEAR • BLUEPRINT FOR CAMPUS CHANGE • THIS IS ME. THIS IS US. SPRING 2017

MARQUETTE MAGAZINE

MARQ TWO NOMADS • POP QUIZ • SOMETHING SPECIAL HAPPENS AT A JESUIT UNIVERSITY WINTER 2017

MARQUETTE MAGAZINE

New street banners

SEEDING DISCOVERY

SONG OF LIFE

JEN WATERS HOPES WE’LL SING ALONG

Print ­— Redesign of Marquette Magazine

Scenes from the television commercial

Digital and video pieces — Marquette University’s new TV spot and Homecoming artist announcement video

Scenes from the Homecoming artist announcement video

THINK DIFFERENTLY. ACT DIFFERENTLY. New podcast shines a light on faculty This year OMC, in partnership with the Office of the Provost, launched a new podcast series that highlights the personalities and pursuits of Marquette faculty members. Hosted

by Provost Daniel Myers, Illuminating Intellect is a series of informal discussions of topics ranging from research and scholarly work to hobbies and pop culture. Seven episodes are now available on Apple Podcasts and SoundCloud by visiting marquette.edu/podcasts.

Live from the President’s Office Facebook has made it easier than ever to broadcast video to the masses, and the OMC team took full advantage of this new feature with a little help from President Michael R. Lovell. During the spring semester, the president took his regular student forum to Facebook Live, where he spoke to and answered questions from hundreds of students online right from his office.

OMC-ERS LEAD AND COUNSEL ACROSS CAMPUS Leading and counseling our partners across the university is an important part of the OMC mission. In the past year OMC team members have invested approximately 4,350 hours working on a wide variety of campus initiatives, including these highlights: • Academic Integrity Council

• Marquette Forum

• Athletic Performance Research Center Brand Marketing Committee

• MUPD Advisory Board Council

• Campus Master Plan • Community Engagement Task Force • Electronic Technology Accessibility Committee • Innovation Council • Latina/o Well-being Research Initiative

• Near West Side Partners Identity and Branding • Presidential Task Force on Equity and Diversity • University Academic Senate • University Staff Senate • University Wellness Program Committee

Making Milwaukee’s Near West Side an even better place to live, work and play FALL 2016

GOLD STANDARD Winner, CASE Gold Award Council for Advancement and Support of Education Near West Side Story – Annual report for the Near West Side Partners From the judges: “This hands-down winner stood out for its consistent high marks on each of the category’s 10 criteria. Rather than merely produce a dull recitation of revenue and expenses to comply with auditing requirements, this 32-page booklet relied on a smart design, bright graphics

NEAR WEST SIDE A NEIGHBORHOOD OF NEIGHBORHOODS Avenues West • Cold Spring Park • Concordia • Martin Drive • Merrill Park • Miller Valley • The Valley/Piggsville

and the experiences of real people to tell the story of a new university-led nonprofit aiming to uplift seven neighborhoods adjacent to Marquette’s campus on Milwaukee’s west side.”

Office of Marketing and Communication Zilber Hall, Suite 235