Office of Marketing and Communication Anunual Report 2019

THE OFFICE OF

MARKETING AND COMMUNICATION ANNUAL REPORT | July 2018 – June 2019

Greetings, The Marquette University story is

It is no accident that we are collaborative and innovative in

a rich one. It is grounded in the

our work at a time when innovation and collaboration are the

Catholic, Jesuit tradition and steeped

necessary drivers of Marquette’s momentum.

in a 138-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.

On the coming pages you will see the ways in which we measure our work across a variety of marketing communication platforms and the global impact of that work. Further, we’ve outlined just a few of the innovative approaches we’re taking to communicate what’s best about Marquette and its bright future.

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 31 talented professionals who

Regards,

comprise the OMC team take this charge seriously.

We in OMC also know we are responsible for casting a light

Dave Murphy

on our university’s great mission and deep traditions, while

Vice President

also communicating change — those necessary transformations Marquette must make to remain competitive and relevant in an ever-changing higher education landscape.

OFFICE OF

MARKETING AND COMMUNICATION Marquette University’s Office of Marketing and Communication is a team of 31 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 O TO 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

130,000 TOTAL FOLLOWERS Facebook,Twitter and Instagram

ADVERTISING PROJECTS

13,000

1,480

NEWS STORIES

Placed in print/online media worldwide

July 2018–June 2019

224

PRINT, VIDEO AND WEB PROJECTS

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 more than 13,000 print and web stories about the university from July 1, 2018 – June 30, 2019.

Reach for July 2018 – June 2019

Print/Web: 15.3 billion

Historic move-in day celebrates largest freshman class ever, first new residence hall in 50 years Multiple segments on all four local network TV stations totaled nearly 280,000 viewers on freshman move-in day, Aug. 23, 2018.

July 2018–June 2019

Focus on Catholic media outlets President Michael R. Lovell met with three national Catholic news outlets this past year, including Catholic News Service, Eternal Word Television Network and Religion News Service.

OMC’s efforts around broadly promoting Marquette’s mission this year led to 22 faith-related stories in local and national Catholic and mainstream publications.

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 webpages within the marquette.edu domain. From July 1, 2018 – June 30, 2019, OMC completed more than 1,480 owned media projects for the university, including web service requests.

University homepage

| Diederich College of Communication | 2018 | No. 07 |

college of education

2019

Impressions for July 2018 – June 2019 They've Got

GAME

Print: 940,000

Five accomplished alumnae open up about their lives as women in sports journalism.

Video: 1,012,346

Principled principals leading with trust and integrity.

WOLF PROTECTOR VS. HUNTERS: A PROFESSOR REDISCOVERS HIS DRIVE TO MAKE DOCUMENTARIES. P. 22

TOTAL: 24,397,689

C O L L EG E O F N U R S I N G M A G A Z I N E 2 019

S U M M E R 2 01 9

Ernest A. Young on

DYING CONSTITUTIONALISM and the Fourteenth Amendment With a response from David A. Strauss ALSO INSIDE Law Enforcement and Job Trauma Bruce Western on Reentry from Prison The Courts and Milwaukee School Desegregation Mike Gousha on His Father’s Time Leading Milwaukee’s Schools

Making PALS at St. Camillus Physical Activity for Life for Seniors, a program to keep seniors active

NURSE TO THE FIRST FAMILY P. 8

CARING FOR THE FUTURE P. 10

MAKING PALS AT ST. CAMILLUS P. 14

SPRING + SUMMER 2019

MARQUETTE

NURSE

MARQ

Marquette University | 1

BRIDGING THE GAP • SHELTER FROM THE STORM • ALUMNI AWARDS

Web: 23,291,343

JOHNSTON REBORN: STUDENT MEDIA COME TOGETHER IN A SET OF STUNNINGLY RENOVATED SPACES. P. 10

MARQUETTE MAGAZINE

LOS ANGELES, NEW YORK, CHICAGO: WHERE WILL THE DIEDERICH EXPERIENCES GO NEXT? P. 4

Marq Mag S+S 2019 12x16" Cover.indd 1

July 2018–June 2019

University publications published in-house

THE DAY THE MUSIC LIVED A STORY OF

LOSS, LOVE AND THE HEALING POWER OF MUSIC

7/8/19 10:43 AM

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 224 print and digital advertising projects from July 1, 2018 – June 30, 2019.

Summer Studies digital ads

Impressions for July 2018 – June 2019

TOTAL: 71,917,155

EVERYTHING WE DO

IS PART OF SOMETHING BIGGER. At Marquette, we educate students to be innovators, change agents and ethical leaders — to be the difference the world needs. And, as a Catholic, Jesuit university, everything we do is for the greater good and a part of something much bigger than ourselves.

OMC AMTRAK Final.indd 1

July 2018–June 2019

Amtrak/Intermodal station billboard

6/18/19 9:33 AM

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 2018 – June 2019

45,700,000 9.9% increase in social media followers

July 2018–June 2019

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

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

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

REUNION WEEKEND NOW HAS A PLUS ONE.

REUNION

REUNION OCT. 5 – 7, 2018

Reunion + Homecoming

Images from recent photoshoots

Scenes from the Christmas video

DATA INFORMED. MARQUETTE INSPIRED. Data Science and Analytics at Marquette In every industry, data is informing decisions, systems and actions. At Marquette, not only will you learn to truly use data, you will have the opportunity to turn data into action for the greater good.

2019 Mission Week Airport display board

COMMUNICATING BEYOND BOUNARIES OMC highlights progress on Marquette’s strategic plan OMC in the 2018–19 academic year led key efforts to better tell the stories related to Beyond Boundaries, Marquette’s strategic plan.

“Beyond Boundaries: A Campus Conversation” events began in fall 2018 as a way for the Marquette community to hear from and engage with university leaders. The events, which each attracted more than 200 faculty and staff members, featured theme presentations and breakout sessions.

OMC also worked closely with the President’s Office to plan and develop messaging for President Michael R. Lovell’s annual campus address, which focused in large part on Beyond Boundaries implementation.

In addition to events, OMC used its main internal communication vehicle, Marquette Today, to launch Marquette Momentum, a regular series of stories that highlight progress on the strategic plan.

MARQUETTE IN MILWAUKEE OMC drives sponsorships with local partners Marquette calls Milwaukee home, and the university remains committed to engaging with community partners throughout the city. That’s why OMC identifies myriad opportunities each year to sponsor events with like-minded organizations, advancing Marquette’s brand in the marketplace. Following are OMC-led or partnered sponsorships over the past year: • Friends of Hank Aaron Candlelight Hike

• Milwaukee Film Festival*

• Hibernian Foundation Taste of Ireland

• Milwaukee Marathon

• High school sponsorships: Loyola Academy, Marquette University High School, Divine Savior Holy Angels, Dominican High School, Catholic Memorial

• Milwaukee Press Club City of Milwaukee Birthday*

• Hispanic Professionals of Greater Milwaukee Gala*

• Summerfest Tech

• Milwaukee Archdiocese Soles for Catholic Education Catholic Schools Walk

• Visit Milwaukee Annual Meeting*

• NAACP Freedom Fund Dinner * • Summerfest Show Your College Pride Day

• YMCA Martin Luther King, Jr. Breakfast*

• Milwaukee Business Journal Power Breakfast

*Denotes sponsorships on which OMC partnered with one or more other university departments

UNIVERSITY

MARQUETTE

MARKS OF EXCELLENCE Pride of CASE V Awards (regional) Council for Advancement and Support of Education

★ Gold for Best Viewbook Be The Difference: The Marquette University Viewbook for Undergraduate Admissions

★ Silver for Best Uses of Social Media: Something Unpredictable (but in the End it’s Right) tweet

DIEDERICH COLLEGE OF

DEVINNE HOMETOWN: Westchester, Ill.

MAJOR: Public Relations MINOR: Corporate Communication

GET DIRECTLY

Marquette is a direct-entry institution, which means you apply and are admitted directly to one of our seven undergraduate colleges. This way, you can get immersed in your field right away. It doesn’t mean you have to know what you want to major in immediately, but you do have a head start in discovering that major. And you’re not in it alone. Our award-winning advising program will help you discover that right path.

If you don’t have any idea where to begin, you’re in great company. Most first-year students begin as multi-interested students, who explore a breadth of programs before finding that one perfect major. If you’re interested in changing colleges or adding a second major, your adviser will help you once you’re enrolled.

10 MARQUETTE UNIVERSITY

HELEN WAY KLINGLER COLLEGE OF

ON CAMPUS you’ll find her at the CENTER FOR INTERCULTURAL ENGAGEMENT — “The most inclusive and utilized space on campus!”

ARTS AND SCIENCES COLLEGE OF

BUSINESS ADMINISTRATION COMMUNICATION COLLEGE OF

EDUCATION

MARQUETTE UNIVERSITY STUDENT GOVERNMENT

OFF CAMPUS you’ll find her exploring Milwaukee’s food scene.

She can tell you where to find the best cheese curds.

OPUS COLLEGE OF

ENGINEERING When Devinne’s not busy in school, she’s, well, busy. She’s been a programmer for the MUSG’S DIVERSITY AND INCLUSIVITY, AND SOCIAL JUSTICE COMMITTEES, is president of the WOMEN’S CLUB BASKETBALL TEAM, and took part in CAMPUS MINISTRY’S first International Marquette Action Program trip to Cuba — plus a lot more.

COLLEGE OF

HEALTH SCIENCES COLLEGE OF

NURSING

11

INVOLVED “In the COLLEGE OF COMMUNICATION we focus on what’s happening in the world now and how to be effective.”

LIFE ON CAMPUS

STRENGTHENS BODY, MIND AND SOUL.

In any industry, culture or situation, communication is absolutely essential. Information has power only if it’s known. Stories inspire only if they’re told. And life is truly fulfilling only if it’s shared. So in the Diederich College of Communication, we immerse you in an environment that encourages risks and demands excellence. Through this experience you’ll become an accomplished communicator with the vision and agility to stay ahead, the ability to speak for those unheard, and the wisdom to know what to say.

MAJORS ADVERTISING COMMUNICATION STUDIES CORPORATE COMMUNICATION DIGITAL MEDIA JOURNALISM MEDIA STUDIES PUBLIC RELATIONS THEATRE ARTS

ONE MAJOR IS NICE, BUT TWO IS BETTER.

J. WILLIAM AND MARY DIEDERICH COLLEGE OF

Not sure yet? That’s OK. If you know communication is your thing, we’ll help you find the right major. As a communication major, you’ll be required to have either a dual major or an additional minor. You’ll have a diverse portfolio of projects — and offers from a wide range of employers.

Here, you’ll make lifelong friends, binge on equal amounts of pizza and Netflix, and still find time for homework.

PLACES, PROGRAMS AND EXPERIENCES THAT WILL HELP YOU BE THE DIFFERENCE.

Our residence halls are home to over 90 percent of our freshmen and sophomores, and our juniors and seniors live right across the street. You’ll find our campus is active and energized 24/7 — though we do appreciate sleeping in on the weekends. Everyone on your floor will be like family, but if you want an even deeper connection, check out our living learning communities such as the Dorothy Day Social Justice Community.

J. WILLIAM & MARY DIEDERICH COLLEGE OF COMMUNICATION

RAYNOR MEMORIAL LIBRARIES With a wealth of knowledge at your fingertips, finding the information you’re looking for won’t be a problem.

Narrowing it down, however, could be.

Since it’s the hub for all undergraduate research, you’ll be spending a lot of time at Raynor. So start by researching which of our 15 study areas are most comfortable.

THE BREW AT THE BRIDGE literally links past and present by connecting the old library with the new library. It’s a popular place — especially during exam week.

O’BRIEN FELLOWSHIP IN PUBLIC SERVICE JOURNALISM Every year, we host four world-class journalists.

You’ll have the opportunity to work directly with them, researching stories with the potential to change policies and improve lives. And you may even be invited back to their newsrooms for a summer internship. Past internships have included positions at The Seattle Times, Pittsburgh Post-Gazette and Milwaukee Journal Sentinel.

DIEDERICH IDEAS Bring your original ideas to screen through a variety of student-filmed documentaries, interviews and talk shows.

FITNESS CENTERS Walk, run, swim, dance and stretch to meet your daily fitness goals at the Rec Plex or Helfaer Tennis Stadium and Recreation Center. Between the two facilities, you’ll have access to a weight room, a track, a pool, gyms, group fitness classes, racquetball and tennis courts, and more.

MILWAUKEE NEIGHBORHOOD NEWS SERVICE It started as a small shop on campus covering the stories no one else was telling. Today, our neighborhood stories are syndicated to other media, informing the public of important social justice issues and inspiring action around Milwaukee.

STUDIO 7 With the same cameras, audio boards, technical directing boards, teleprompters and lights found in any broadcast television station, you’ll think you’ve stepped into the studio of a major network.

But really, you’ll be right here at Marquette, probably about to shoot a segment for Marquette University Television. In Studio 7, and in our sister studio down the hall, you’ll learn exactly what it’s like to work in television, and have the resources you need to create professional work of your own.

Find your own fit family at one of more than 30 weekly group fitness classes including SPIN, ZUMBA, YOGA and BOOT CAMP.

WAKERLY MEDIA LAB Our space for innovation and creativity features fun tech such as 3-D printing, virtual reality, drones and 360-degree video.

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Office of Marketing and Communication Zilber Hall, Suite 235

COMMUNICATION

A

TO THE GOOD STUFF.

“I knew right away that I wanted to come here.

After my tour, I told my parents, ‘This is it.

Buy me a T-shirt.’”

19

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