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SANTA CLARA UNIVERSITY

FY’13 INTEGRATED MARKETING COMMUNICATIONS PLAN

Office of Marketing and Communications

September 28, 2012

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FY’13 INTEGRATED MARKETING COMMUNICATIONS PLAN Table of Contents SCU Brand Strategy

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Key Success Factors

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Core Attributes and Descriptors: • Academic Excellence • Jesuit Philosophy • Ideal Location • Engaged Community

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Brand Personality/Image

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Integrated Marketing Communications Plan by Priority Objective: 1. Increase SCU Visibility and Enhance Reputation

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2. Prepare Key Audiences for Next Capital Campaign Pages 19 - 27 3. Support Enrollment Services Success Mission, Vision, Values

Pages 28 - 33 Pages 34 - 35

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FY’13 SCU BRAND STRATEGY SCU Vision - Santa Clara University will educate citizens and leaders of competence, conscience, and compassion and cultivate knowledge and faith to build a more humane, just, and sustainable world

SCU Core Attributes - SCU will be known for: Academic Excellence Jesuit Philosophy Engaged Community • Ideal Location • • •

SCU Strategic Priorities: • • • • •

Excellence in Jesuit education Engagement with Silicon Valley Global understanding and Engagement Justice and Sustainability Academic Community

OMC FY’13 Priority Objectives - our resources and efforts will: Increase SCU Visibility and Enhance Reputation • Prepare Key Audiences for the Next Capital Campaign • Support Enrollment Services Success •

OMC FY’13 Goals - our focus will be to: Increase visibility and awareness of Santa Clara University (Brand Presence) Build understanding of SCU’s distinctive core attributes and strategic priorities Generate appreciation for SCU’s contributions and commitment to excellence • Create preference for SCU (apply; matriculate; participate; support) • • •

FY’13 Key Outcomes - OMC’s activities will benefit SCU by: • • •

Expanding SCU’s visibility and enhancing its reputation Attracting top students to apply and matriculate Encouraging participation and investment from alumni and donors

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KEY SUCCESS FACTORS - we will know we’re successful when we have • Increased student selectivity (undergraduate): § § § §

SAT/ACT GPA/Class Rank % admits; yield Diversity

• Increased local, regional and national media coverage: § § §

SJ Mercury News; SFO Chronicle NY Times; Wash. Post; Chron. of Higher Ed; Chris. Science Mon. TV/Radio

• Among the top 100 highest endowed universities in the US: § §

$$$ per student National rank

• Increased Alumni participation and increased donations: § §

Undergraduate alumni giving participation to 23% (9,000 alumni) SC Fund giving increase to $2M from $1.75M

• Higher rankings: § § § §

US News and World Forbes Kiplinger/Business Week NSSE

• Increased recognition for distinctive programs; accomplishments: § § § § § § § § § §

Undergraduate excellence – core curriculum; growth (NSSE) Engineering (Capstone Projects; 5 Year Program; Solar Decathlon) Law (International Law; Intellectual Property) Business (Executive MBA; Part-Time MBA; CIE) Jesuit School of Theology Centers of Distinction (Ethics; GSBI; Ignatian Tradition) Research; Internships Community Based Learning Campus Ministry CASE and JAA Awards for Marketing and Communications

• Greater awareness of core attributes and distinctive qualities: § § § § § § § § § §

Academic excellence Ideal location Engaged campus community Jesuit philosophy; education of the whole person Undergraduate research opportunities Values-based education; ethics Silicon Valley internship; career opportunities Exceptional retention and graduation rates (National leaders) Stunning campus/modern facilities (Newsweek #2) Vision- educating leaders and citizens who will build a more just, humane, and sustainable world 4|Page


SCU CORE ATTRIBUTES AND DESCRIPTORS Academic Excellence - the main factor in determining the stature and reputation of a university; a primary decision criteria for prospective students and parents; a major motivator for encouraging investment from donors; research indicates this is where SCU needs to place emphasis: A. Academic Quality and Positive Outcomes: • Professors are both active scholars and teachers • Highly selective, high achieving student body • Challenging academic environment and curriculum • Modern facilities, classrooms and laboratories • Global focus; study abroad opportunities • Grads have good job opportunities • Grads advance to top graduate/professional schools • Prominent alumni B. Reputation/Image: • Nationally recognized • Educational philosophy informed by 450 year old Jesuit tradition • Rankings by US News and World Report: - #2 University in West - Comprehensive Universities (20 years) - 85% graduation rate (#2 in U.S. - Comprehensive Universities) - 93% retention rate (#1 in West - Comprehensive Universities) - SCU featured among “Top Up-and Coming Schools” - SCU’s Residential Learning Communities and Service Learning Programs named as “Programs to Look For” - School of Engineering - #21 in U.S. Undergraduate Programs - Leavey School of Business - #55 in US - School of Law - ranked among top 100 in U.S. • SJ Business Journal ranks SCU #11 as “Best Places to Work” in Bay Area • Pay Scale report ranks SCU graduates average salary # 20 in US • Princeton Review lists SCU among top 381 U.S. Universities • Forbes “Best U.S. Colleges” Undergraduate ranks SCU as #67 in U.S. • Kiplinger Magazine ranks SCU as #44 “Best Value in US Private Universities • Business Week ranks Leavey School of Business Part-time MBA as # 19 in U.S. C. Student-Centered Education: • Access to professors in and out of class • 100% of classes taught by professors • Broad range of majors and minors • Focus on education of the whole person • Residential Learning Communities - inclusive in and out of class learning • Undergraduate research and internship opportunities • Fun social environment - nearly 100 student clubs and activities 5|Page


Ideal Location/Opportunities - SCU is ideally located in the San Francisco Bay Area on a historic mission campus in the heart of Silicon Valley with access to a virtually unlimited array of educational, cultural, social, recreational and career opportunities: • • • • • • •

Silicon Valley access to internship and career opportunities with some of the largest and most successful companies in the U.S. World-renowned center of innovation, entrepreneurship, and technology. Broad range of community-based learning opportunities with diverse populations representing several ethnic communities. San Francisco access to cultural, artistic, social, educational and recreational opportunities including theater, art, music, dance, and professional sports. Bay Area/Recreation Opportunities - accessible to ocean, mountains, valleys, including Yosemite, Lake Tahoe, Napa Valley, Point Reyes, Monterrey Peninsula Beautiful campus with Mission architecture, lush gardens and modern facilities. Desirable climate; abundant sunshine.

Jesuit Philosophy - SCU’s distinct educational approach is informed by its 450 year old Jesuit tradition. As many prospective students and parents are unfamiliar with the Jesuit educational philosophy, it is helpful to introduce these audiences to Jesuit education through an explanation of Jesuit values, as these are widely appreciated and provide a basis for understanding the distinctiveness and benefits of a Jesuit education: • • • • • • • • • • • •

An education of the whole person - body, mind and spirit. Emphasis on development of critical thinking skills. Promoting an integrated education with a focus on ethics. A values-based educational curriculum. Encouraging excellence with consideration for the common good. Developing global citizens through an inclusive education. Welcoming and celebrating diversity. Seeking the service of faith and the promotion of justice. Educating leaders and citizens who will build a more just, humane and sustainable world. Magis - to do more; to do better; to go beyond. One of 28 Jesuit Colleges in the U.S. Part of a world-wide network of over 100 Jesuit Colleges.

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Engaged Community - our vibrant and inclusive campus community contributes to an exceptional quality of life that provides SCU with a major point of differentiation from other schools (validated by strong Freshman Retention Rate and Graduation Rate). SCU distinctly combines a high achieving scholarly community within a nurturing environment that fosters personal development and growth: • • • • • • • • • • • • • • •

Highly developed Residential Learning Communities (9). Broad range of student activities and clubs (over 100 organizations). Diverse student body. Integration of in and out of class learning. Three Centers of Distinction with integrated learning opportunities. Comprehensive student services program to assist learning and social growth. Frequent lectures from well-known authors; civic leaders and activists. Access to vast educational, cultural and social opportunities. Accomplished arts, music and dance community. Active alumni network; career and social opportunities. Exceptional recreational facilities. Division 1 athletics in West Coast Conference. Numerous Club Teams and Intramural programs. Stunning 106 acre campus with modern facilities and housing. Mission architecture; beautiful landscaping/grounds.

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SCU BRAND PERSONALITY - IMAGE: Engaged - Active: • • • • •

Committed Passionate Enthusiastic Energetic Community-oriented

Leaders - Confident: • • • • •

Motivated Ambitious Adventurous Idealistic Happy

Intelligent - Bright: • • • • •

Smart Curious Imaginative Talented Accomplished

Ethical - Caring: • • • • •

Values-oriented Reflective Environmentally Aware Responsible Spiritual

Inclusive - Friendly: • • • • •

Welcoming Diverse Global Aware Involved

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PRIORITY OBJECTIVE #1 Increase SCU Visibility and Enhance Reputation Key Audiences: Prospective Students and Parents Alumni, Donors and Friends Business/Civic Leaders and Key Influencers in Higher Education Faculty and Staff Parents of Current Students • General Public • • • • •

A. SCU Brand Management Leadership Purpose – Provide direction and leadership in the development, articulation, and presentation of SCU’s brand positioning, image, and graphic identity to assure an effective, compelling, and consistent delivery of University messaging. Objectives: • Build understanding and support for an integrated marketing and communications strategy and brand presentation across units and audiences. • Generate feedback from across SCU regarding communications needs and issues • Enhance marketing efficiencies and brand messaging consistency. Major Activities: • Convene committees involving key SCU communicators and other key campus groups to build an effective brand communications and integrated marketing platform. • SCUCom • WebCom • Enrollment Marketing Team • Admitted Student Task Force • Trustee Marketing Sub-Committee • Santa Clara Magazine Advisory Group • Advisory Group for President’s Speaker Series • Social Media Group • Web Administrators Metrics: • Regular meetings during school year • Steady participation

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B. SCU Brand Standards, Guidelines, and Templates: Purpose – Develop communications vehicles; brand messaging platforms and University information sources for communicators to enable an integrated and effective marketing effort. Objectives: • Provide SCU communicators with standards and guidelines to promote easy access to communications tools and assist effort to present a consistent and coherent brand image and graphic identity to key audiences across media. • Provide tools to campus community to enable them to become self-reliant and function more effectively. • Update University style guidelines for Web and editorial usage; post to OMC site with other guidelines (visual, brand, design) and communicate its availability. • Conduct effective internal marketing to enhance internal understanding, appreciation and collaboration. Major Activities: SCU Brand Identity Management: • Brand Strategy/Key Messaging Tool Kit: - Core Attributes - Key Descriptors - Brand Personality • Print Communications: - Editorial Guidelines - Graphic Standards and Guidelines - Templates - SCU Style Guide - Photography - Production Planning • Web and Electronic Communications: - CMS Management and Training - scu.edu Website Graphic Standards, Guidelines, and Templates - Home Page Management of Top Level sites - SCU in the News - Web Publishing Sub Site - Web Page Templates - E-Communications Standards and Guidelines - E-Communications Templates - Video and interactive features • Workshops on editorial guidelines, Web writing, Google Analytics, etc. Metrics: • Consistent use of brand identity elements • Positive feedback from campus participants and external audiences 10 | P a g e


C. SCU Brand Information Tools and Reference Information: Purpose – Develop communications vehicles; brand messaging platforms and SCU information resources for communicators to enable integrated and effective marketing effort. Objectives: • Provide SCU communicators with up-to-date information and key messaging elements to assist communications efforts and ensure accurate and consistent transfer of information across audiences and media. • Provide tools to campus community to enable them to become self-reliant and function more effectively. • Conduct effective internal marketing to enhance internal understanding, appreciation and collaboration. Major Activities: • Generate key information documents and tools on website: - SCU “at a glance” Website - SCU “Points of Excellence” - SCU “Rankings and Ratings” - NSSE results - Survey of Recent Graduates • Publish important reference publications: - Facts brochure - Campus map - Printed Faculty/Staff Telephone Directory • Commencement Brochures • Update and organize data and information in coherent, user-friendly format to provide consistent, easy to use reference site for all SCU communicators • Provide Conduct and communicate the Survey of Recent Graduates, Class of 2012. • Writing for the Web and Google Analytics workshop • Audit and improve OMC-owned sites. • Improve the ease of use of SCU Stories for site administrators. Metrics: • Consistent use of brand identity elements and key messages • On time, on budget delivery of key deliverables • Positive evaluations from workshop participants

D. scu.edu Web site Management: Purpose - Manage top level of scu.edu to assure effective and consistent presentation of SCU core attributes, key messages, and graphic image 11 | P a g e


Major Activities: • SCU Experience • News and Events • SCU Today • Directory Page Management • Subject Category Sites: - About SCU - Admission - Academics - On Campus - New and Information - Alumni • Major Audience Portal Management: - Prospective Students - Current Students - Alumni - Faculty and Staff - Visitors

E. Content Management System Support and Training: Major Activities - CommonSpot: • Monthly Website Administrators meetings and training • Workshops • Support/Open labs • Traffic pattern analysis • Provide training and support of University Content Management System for Site Administrators • Generate feedback from across SCU regarding communications needs and issues

F. Social Media Purpose - Lead social media content strategy for SCU’s institutional Facebook and Twitter presence. Establish a compelling institutional message and consistent tone and voice to raise visibility and reputation among core constituencies. Primary Audiences: • Alumni, • General public • Donors, • Students and Parents • Faculty and Staff 12 | P a g e


Major Activities: • Contract with consultant to assess and evaluate SCU Social Media efforts • Arrange workshop for UR Social Media Staff collaborate on “best practices” • Establish social media strategy and build upon existing efforts to become best in class to raise the visibility of SCU with fans and followers. • Developing rolling editorial and content calendar for social media. • Ensure all SCU social media creators are familiar with and use best practices. Provide guidance and support to other community managers as needed. • Organize and lead social media working group with quarterly meetings • Work with Web/IT to ensure optimal underlying infrastructure to support dissemination of knowledge across social platforms. • Develop framework for and track analytics for social media • Serve as the university’s Facebook and Twitter lead • Monitor SCU-related Facebook and Twitter postings to ensure consistency in messaging, provide timely respond or information to existing postings, and protect the university’s reputation. • Support university stakeholders (faculty, staff and students) who are interested in entering into the social media space. • Maintain and update university’s social media guidelines. Metrics: • 3% Growth in Facebook Likes • 3% Growth in Twitter Followers

G. National Media Relations Program: Overall Purpose – advance the long-term objectives of SCU through proactive media relations, social media, internal communications, and information dissemination program that builds the image and reputation of the University across key audiences and media Goal: Identify research, develop and pitch stories highlighting Santa Clara University people, programs and mission. Overall Objectives: • Increase visibility, awareness and appreciation of Santa Clara University • Build understanding of SCU’s distinctive core attributes and qualities through news media coverage of distinctive faculty, staff, alumni, students, and programs • Support president’s office with strategic communications; crisis communications • Create and implement campus-wide media relations plans and initiatives • Manage national media relations program and get national media coverage for Centers of distinction, law and business school, admissions, faculty and student programs

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Primary Audiences: • General Public • Alumni, Donors • Key Influencers Secondary Audiences: • Faculty &Staff • Prospective Students &Parents Major Activities: • Meet with strategic reporters and editors in higher education and general news • Develop media relationships that will allow for enhanced placement • Invite media to attend events on campus, such as Speaker series, and commencement. • Solar Decathlon: Plan and execute national media relations campaign using SCU’s Silicon Valley location • Center for Innovation and Entrepreneurship • CSTS: GSBI and Tech Awards • Markkula Center: Internet Ethics • Ignatian Center: Scripture in the Public Sphere Metrics: 3 % increase in dollar value for media relations placements

H. East Coast Media Relations Program Purpose - showcase Santa Clara’s President and senior administrators as thought leaders in their respective fields to enhance Santa Clara’s reputation among key audiences and influencers. Major Activities: • Work with Halstead Communications to identify East Coast media opportunities, Such as New York Times, Washington Post, Chronicle of Higher Education.; • Set up calls with faculty & staff to identify news worthy stories and research. • Organize annual on campus visit to meet with SCU faculty and staff Metrics: 3 % increase in dollar value for media relations placements

I. Faculty Media Relations Outreach Purpose - build understanding of and participation in media relations activities for faculty, staff and administrators Goal - Proactive faculty outreach on a regular basis to search for new media worthy stories on new programs, classes, and initiatives. 14 | P a g e


Major Activities: • Two Op-ed workshops: Fall 2012 and spring 2013. Invite top-tier editorial writers to conduct workshop for faculty and senior staff • Help conceptualize and place opeds- that showcase faculty expertise and Jesuit education • Use 2012 Election Campaign to highlight SCU political science and econ experts • Awards and Honors: Use higher education media to publicize awards and honors won by senior staff and faculty Metrics - # of faculty participating in workshops; media lunch; stories on SCU Today

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Crisis Communications and Issues Management

Purpose - Develop and lead campus-wide crisis communication protocol for handling of controversial issues of interest to the media. Goals: • Identify and develop strategies to ensure the most positive presentation of SCU. • Limit negative media exposure by leading SCU preparation and response through development and dissemination of a range of tactics and key messaging tools Primary Audiences: • General Public • Alumni, Donors, Boards • Faculty &Staff • Prospective Students, Parents Major Activities: • Work with Office of the President to streamline communication protocol for strategic audiences for planned and unplanned announcements • Create repository of resumes and bio information of senior administrators and trustees to be used in an emergency and accessible from offsite locations • Create shared resources on Gdocs and/or/ Zdrive to access crisis communications materials and templates from offsite location • Get trained in use of SCU Alert emergency notification system. • Work with webmaster and web marketing manager to set up Wordpresss blog. • Create protocol for use in emergency using BBNC. • Meet monthly with general counsel, VP for student life, and other administrators to stay abreast of issues that could potentially impact reputation • Write talking points for President on controversial issues as requested. • Maintain crisis communications plan. Metrics: To Be Determined 15 | P a g e


K. Major Event Communications Purpose - Communications for Campus high profile events: President’s Speaker Series, Grand Reunion, Leavey Challenge Major Activities: • Presidential Visibility - Arrange for SCU President to meet SJMN Editorial Board, SJBJ editorial board • Reputation Management - Communication and handling of controversial issues of interest to the media. Work with SCU general counsel on reputation issues that might have negative public perception consequences for the university.

L. Internal Communications Purpose - Raise faculty/staff awareness, understanding and, appreciation of SCU activities, accomplishments, and media placements and encourage increased participation to help SCU achieve a greater share of voice in media.

Major Activities: • Write, manage, edit, and distribute FYI, SCU’s award-winning faculty and staff bi-weekly online newsletter bringing information of campus events, accomplishments, news and information, and encouraging increased media involvement and participation. Redesign FYI and work with IT and Development to use BBNC to deliver FYI to faculty and staff • “SCU in the News” online media relations clips report – Communicate twice-amonth summary of news placements involving campus community to raise awareness, share information, and encourage greater media relations involvement. • Community Relations – write, edit, and produce bi-annual 4 page newsletter for local community to inform them about and engage them in SCU activities. Metrics: on budget and on time.

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M. Mobile Communications: Purpose - Provide direction and leadership in the development, articulation and presentation of SCU’s brand positioning, image and graphic identity across the internet and digital media to assure an effective, compelling and consistent delivery of SCU’s positioning, image, and messaging. Objectives: • Provide brand image and design leadership to understand internal needs and build understanding and compliance of brand standards and guidelines • Build understanding and support for an integrated marketing and communications strategy and brand presentation across units and audiences • Enhance marketing efficiencies and brand messaging consistency Metrics - Overall: • Increase number of visitors to scu.edu: external and internal (5%) • Maintain participation in Site Administrator and WebComm meetings

N. President’s Speakers Series: Purpose: • Enhance SCU’s reputation as a thought leader • Provide intellectually exciting events for the University community • Attract new, influential audiences to SCU Key Messages: • SCU is a convener of leading intellectual discourse • SCU opens its doors to accomplished thinkers and leaders • SCU is a community of diverse and engaged audiences • Tagline/Positioning: Engaging speakers and ideas that shape our world Major Activities: • Manage advisory group • Manage Recruitment • Develop Print Brochures • Website • Event/Receptions

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O. Institutional Communications: Purpose – Provide direction and leadership in the development, articulation, and presentation of SCU’s brand positioning, image, and identity to assure an effective, compelling, and consistent delivery of University messaging. Objectives: • Build understanding and support for an integrated marketing and communications strategy and brand presentation across units and audiences. Major Activities: • FY’13 Key Messaging: - Stump Speech for President and other speakers - Talking Points - Points of Pride/Pinnacles of Excellence • TV/Video Communications: - 30-second TV Commercial for athletic events - Holiday e- greeting • President’s Office Communications: - President’s Website - Holiday Cards - State of the University Webcast - President’s Report - Honorary Degrees • Parent Communications: - Family Weekend Invitation - Program - Parent’s Letters - Santa Clara Magazine - President’s Report - Graduation Communications - Visit Brochure for new Admission building (8 panels) • Emergency Communications: - Emergency Contacts List - Emergency Website - Brochure Placements on Website (Issu) - Assist With Transition to Google eMail

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PRIORITY OBJECTIVE #2 Prepare Key Audiences for Capital Campaign

A. Alumni Engagement - Santa Clara Magazine Objectives: • Provide a communications vehicle for key audiences that informs, engages, and inspires ongoing support of the University. • Continue to build on ways in which SCM can embody the intellectual and spiritual richness of the University and engage readers on multiple levels. Primary Audiences: • Alumni • Donors and Friends • Parents • Faculty and staff • Admitted students Major Activities: • Publish quarterly 48-page magazine that includes engaging, informative, and surprising feature articles, news, and profiles. • Build on the success of the online magazine by enhancing Web exclusive material and increasing multimedia content and other Web exclusives online. • Provide an increased range and number of alumni profiles; and more active use of SCM blog. • Build on Grand Reunion to foster more and more extensive Class Notes. • Support gift planning and the Leavey Challenge by creating compelling stories/profiles about the program. • Support gift planning by creating compelling stories/profiles. • Publish Spring issue that appeals to prospective students & regular readership. Metrics: • Sustained quantity and quality of letters to the editor • CASE survey indicates increased effectiveness and customer satisfaction. • Google Analytics reports indicate an increase in visitors to the online SCM from last year to this year. • Openings and click-throughs of emails announcing availability of online magazine increase. • Amount donated to SCM is sustained at approximately $90,000 annually. • Produce quarterly analytics report • Present Report to Advisory Group 19 | P a g e


B. Undergraduate Alumni Participation – Leavey Challenge Objectives: • Create awareness and understanding of the Leavey Alumni Giving Challenge • Generate support for SCU priorities; student needs • Increase giving participation from SCU alumni Goals: • Increase undergraduate alumni giving participation to 23% in 2012-13 • Increase undergraduate alumni donors to 9,000 (approximate) in FY 2012-13 Strategies: • Announce Leavey Challenge broadly to alumni across all media channels • Create visibility and engage audiences in person at events • Update alumni periodically on progress; timing, and goals Major Activities (Timing): •

Introduction (Sept/Oct 2012): - Vintage Promotion - Banners; Signs; Insert (Sept) OMC - Introduction Letter from Fr. Engh (Sept) OMC - e-Communication to Alumni (Sept) Dev - Develop and introduce Leavey Challenge Website (Sept) OMC - Develop Widgets for Websites and Social Media (Sept (OMC) - Promotional Tools - Flyer, Signage (Sept) OMC - Social Media – Facebook (Sept) Deepa - Alumni Web Site Announcement (Sept) Alumni - Alumni Newsletter (Sept) Alumni - Develop Bronco Bench Website Ad/widget (Sept) OMC - Giving Web Site Announcement (Sept) Dev - Reunion Communication ‘02 and ’07 (Sept) Dev - Screen Shots/Digital Communication (Sept) OMC - Santa Clara Magazine - Announcement Story (Oct) OMC - Grand Reunion Promotion – Poster; signs (Oct) OMC - Publicity in conjunction with Grand Reunion (Oct) Deepa - Telephone (Sept/Oct) Casey - Alumni Events (Sept/Oct) Alumni - Athletics Digital Ad - Soccer; Basketball (Sept/March) OMC

General Appeal (Nov/Dec 2012): - SC Fund Letter: Alumni Challenge (Nov) OMC - Reunion Communication ’02 and ’07 (Dec) Dev - Santa Clara Magazine Ad (Dec) OMC - Alumni Events (Nov/Dec) Alumni - Social Media – Facebook (Dec) Deepa - Telephone (Nov/Dec) Casey 20 | P a g e


Follow Up (Jan/Feb/March 2013) - President’s Report Story (Jan) OMC - e-Communications (Jan/Feb/March) Dev - Letter/Promotion (early March) OMC - Reunion Communication ’03 and ’08 (March) Dev - Alumni Events (Jan/Feb/March) Alumni - Magazine - Alumni Association President’s Column (March) Alumni - Social Media (March) OMC - Telephone (Feb/March) Casey

Final Appeal (TBD April/May/June): - Letter/Promotion - OMC - e-communications - 3 (April, May June -4) Dev - Reunion Communication: ’03 and ’08 (June) Dev - Alumni Events (April/May/June) Alumni - Volunteer Telephone calls (TBD) Dev - Telephone (April/May/June) Casey

Key Messages: • The Leavey Foundation, based in Los Angeles, presents SCU with a milestone opportunity to increase alumni giving participation and funding support for current students. • The Leavey Foundation has historically been a proponent of SCU and Catholic education through generous funding initiatives and is now providing incentives to alumni as a motivation to increase participation and giving. • This initiative builds on the Leavey Foundation’s passion for Catholic education and furthers our vision of educating leaders and citizens who will build a more just, humane, and sustainable world. • The funding from the Giving Challenge will enable SCU to build on its strengths, enhance the learning experience, and propel the University to new heights.

C. Alumni Giving Participation Objectives: • Assist Development in realization of participation and $$ goals for FY 2013. • Build visibility and understanding of the importance of giving. • Help grow culture of philanthropy at SCU. Primary Audiences: • Alumni • Donors • Parents • Faculty and staff • Current students 21 | P a g e


Major Activities: • Highlight the benefits of giving to SCU through stories that showcase the impact of support. • Assist the Development website by modifying existing SCU Stories to fit in the “Giving Stories” database. • SC Fund Direct-Appeal Campaign § Year-end letter solicitation § End of School Year solicitation • Demonstrate benefits of giving in financial section of President’s Report. • Publish letters, stories, relevant info pertaining to giving to SCU in SCM. • Publish stories for website placement. Metrics: • Percentage of alumni givers increases significantly from 21% to 23% • Increase AF giving to $2.25M

D. Donor Communications - FY ’12 President’s Report Objective: Build understanding, appreciation and support for SCU by creating dialogue with key audiences on: • Major strategic directions and initiatives that distinguish SCU • Financial performance and financial health of the university • Significant accomplishments, activities and awards featuring faculty, staff, students, volunteers, alumni and donors Key Audiences: • Alumni, donors • Prospective students and parents • Business/civic leaders and influencers Major Activities: • Build report to demonstrate SCU’s progress over the past five years across all relevant indicators that can be demonstrated metrically. • Package as a progress report with indicators of success. • Develop “Highlights” that identify key accomplishments of FY’12. • Develop more and better financial information in the President’s Report, especially about the significance of the endowment, the campaign for increased alumni participation, and about surviving the economic downturn. • Post online version to president’s website and link to it from relevant sites within the SCU domain. • Distribute to key influences such as President’s Report to college presidents, deans, provosts, and others likely to vote in U.S. News & World Report rankings. Metrics: Develop and conduct research on effectiveness of FY’12 President’s Report: 22 | P a g e


E. President’s Speaker Series Objectives: • Enhance SCU’s reputation as a leader and convener of current intellectual discourse. • Bring new, influential audiences in contact with SCU. • Bring the University community together. • Provide intellectually exciting events for the University’s community. Key Audiences: • Donors and potential donors • Alumni • Influencers and opinion leaders • Campus constituents: students, faculty, staff Major Activities: • Work with Advisory Group to select and invite speakers for 2013–14 series: • Develop and conduct marketing campaign for 2013–14 series: § Draft text of marketing brochure completed – July 2013 § Website with ticket sales launched – July 2013 § Brochures printed and mailed – August 2013 • Conduct internal communication: fyi, e-mails, etc. • Provide support for event, including scripting, arranging for introductions, etc. • Develop and maintain website (www.scu.edu/speakerseries). • Work with Center of Performing Arts to raise the visibility of cultural and artistic events on campus. • Develop and use podcasts to market series ahead of time as well as record presentations themselves. Investigate video podcasting. • More closely align speakers’ slates with significant authors’ book-marketing schedules to save money on honoraria. • Partner with other groups such as the Silicon Valley Commonwealth Club to widen speaker selection, save money, and solidify SCU’s relationships with important regional groups such as the Santa Clara Arts Council. Metrics: • Consistent sell-outs and overflow crowds • Patron evaluations remain highly favorable; overall rating will average 4.5

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F. Social Media Purpose - Lead social media content strategy for SCU’s institutional Facebook and Twitter presence. Establish a compelling institutional message and consistent tone and voice to raise visibility and reputation among core constituencies. Primary Audiences: • Alumni, • General public • Donors, • Students and Parents • Faculty and Staff Major Activities: • Contract with consultant to assess and evaluate SCU Social Media efforts • Arrange workshop for UR Social Media Staff collaborate on “best practices” • Establish social media strategy and build upon existing efforts to become best in class to raise the visibility of SCU with fans and followers. • Developing rolling editorial and content calendar for social media. • Ensure all SCU social media creators are familiar with and use best practices. Provide guidance and support to other community managers as needed. • Organize and lead social media working group with quarterly meetings • Work with Web/IT to ensure optimal underlying infrastructure to support dissemination of knowledge across social platforms. • Develop framework for and track analytics for social media • Serve as the university’s Facebook and Twitter lead • Monitor SCU-related Facebook and Twitter postings to ensure consistency in messaging, provide timely respond or information to existing postings, and protect the university’s reputation. • Support university stakeholders (faculty, staff and students) who are interested in entering into the social media space. • Maintain and update university’s social media guidelines. Metrics: • 3% Growth in Facebook Likes • 3% Growth in Twitter Followers

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G.

Gift Planning Communications

Objectives: • Increase visibility of Gift Planning opportunities available at SCU. • Generate greater understanding of Gift Planning programs. Key Audiences: • Current Bergin Society members • Current donors • Prospective donors/older alumni • Faculty and staff Major Activities: • Develop SCM ads with donor profiles – Two times per year • Edit emails, email newsletters, and hardcopy newsletters Metrics: • Increase new bequest intentions • Increase new Bergin members • Increase new Life Income gifts • Increase $ in planned gifts

H. President’s Communications Objective: • Provide strategic messaging support and formal communications to maximize brand positioning and assure alignment with SCU brand communications. Key Audiences: • Alumni, donors • Business/civic leaders and influencers • Prospective students and Parents • Parents of Current Students Major Activities: • Collaborate on development of semiannual Parent letters • Holiday card • Speech support for President’s Speaker Series • Write copy and manage distribution of honorary degrees at Commencement • Institutional advertising • Provide messaging for President’s/Key Speakers stump speech

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I. Strategic Plan Communications Objective - Establish Strategic Plan as a key element to realizing SCU’s goals. Key Audiences: • Alumni • Donors • Corporations • Parents • Faculty and staff Major Activities: • Promote activities that support strategic plan on website and key communications • Expand and refine the Strategic Plan communications to include activities and metrics from all key units and articulate it to key audiences. • Develop stories and examples for messaging about each strategic priority and share with Development and President’s Office. • Develop SCM and President’s Report stories that demonstrate progress on the Strategic Plan and Strategic Priorities. Metrics: • Regular placement of stories in SC Magazine, President’s Report, website, and collateral that demonstrate progress toward realizing Strategic Priorities.

J. Campaign Communications Objectives: • Build understanding and appreciation for SCU’s distinctive qualities and accomplishments that correspond with targeted Campaign initiatives. • Establish dialogue with key audiences regarding SCU’s plans and vision • Support major fundraising projects. Audiences: • Alumni • Donors • Corporations and Foundations • Faculty and Staff • Parents • Friends Major Activities: • School of Engineering Case Statement and Brochure: - Santa Clara Magazine – Fall 2012 Theme - Centennial Website and Promotion 26 | P a g e


• • •

Art and Art History Case Statement: Santa Clara Magazine – Summer 2012 Theme Scholarships/Affordability Center For Innovation and Entrepreneurship

K. Transition to a Community of Fund-Raising Leaders Objectives: • Increase visibility of Santa Clara’s contributions and accomplishments. • Increase understanding of Santa Clara’s Strategic Priorities and progress. Major Activities: • Provide documentation of SCU’s progress toward realizing Strategic Plan in SC Magazine, President’s Report, website, and other materials. • Establish and reinforce SCU’s dependence on financial support to realize goals. • Promote SCU’s financial progress in key media. Metrics: • Regular advertising placements in SC Magazine • Increased financial focus in FY ’11 President’s Report • Regular communication to support Strategic Plan

L. 50 years of Women’s Athletics at SCU: • • • •

Website Video TimeLine Archive Photos

M. Update and Refresh Governance Sites: • •

Regent’s Website Catala Club Web Site

N. Promote Ignatian Center: • • • •

Redesign Website Communicate Strategic Direction of Center Inform key audiences of Events Promote Organizational Vision

O. Jesuit School of Theology: • • •

Announce change in Dean’s leadership Assist JST in Web communications Support Vatican 2 50th Anniversary event plans 27 | P a g e


PRIORITY OBJECTIVE #3 Support SCU’s Enrollment Goals A. Enrollment Management Comprehensive Communications Plan Purpose - Assist Enrollment Management in Meeting University’s Enrollment Goals Objectives: • Establish timely communications with targeted audiences to coincide with the Admissions and Financial Aid yearly cycle. • Provide a clear and effective brand presentation to establish SCU’s core attributes and key messages. • Collaborate with Admission on the Communication Matrix: • Plan and Conduct Market Research such as user testing and focus groups • Work with Enrollment Marketing to help diversity goals suggested by WASC Key Audiences: • Prospective undergraduate students • Parents of prospective students • High school counselors Metrics: •

University’s Enrollment Goals are met: • Applications/Yield • Test scores/GPA • Diversity – gender and ethnic balance

B. Enrollment Building Graphics and Communications: Objective – maintain SCU’s significant enrollment gains achieved over the past five years by providing a unique and distinctive entry into the University reflecting SCU’s history, core attributes, and distinctive accomplishments; Major Activities: • Complete Enrollment Building graphics and presentation (Maude Group): - Panels - Photography - Silent Videos - Kiosk Videos • Introduce new 8 minute video presentation

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C. Prospective Student Communications: Objectives - Attract prospective students reflecting the following characteristics: • Top 20 % of class; at least a 3.5 GPA • SAT or ACT score above the 80 percentile • 60% Arts and Sciences; 25% Business; 15% Engineering • 50% report as Catholics; 10% - 15% from Catholic High schools • Male/Female balance of 50% • Approximately 5% from outside the USA • Reflect racial, socio-economic, ethnic diversity of U.S. college bound students Major Activities: • Royal Poster/Mailer • Develop “Junior Piece” as a precursor to the View Book • Develop the 2013 View Book • Develop Intro Piece • Develop Visitors Piece • Develop the Congratulations Brochure: • Develop the Welcome publication • Spring issue of SCM to admitted students • Introduce Diversity Web site • Update majors pages for Common Application • Improve search engine optimization • Enhance SCU presence on third-party gateway sites

D. SCU Experience Video Feature Purpose – demonstrate SCU’s core attributes and communicate SCU’s distinctive activities and programs through a compelling multimedia Web feature that brings to life the rich educational experience available at SCU. Primary Audiences - Prospective students and Parents Major Activities: • Plan, produce, and launch six new videos and slideshows, each about two minutes long, telling a story that embodies one or more core attributes: • Develop and implement plan to leverage SCUX content to other appropriate places on website Metrics: • • •

Increase links to pages in SCU site linked to SCUX. Assess video and sidebar usage through Google analytics and RTV reports Assess usability by user testing the framework

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E. SCU Stories Purpose – Generate understanding of and appreciation for the remarkable individuals who comprise the SCU community by demonstrating their rich and diverse accomplishments and activities, thru short vignettes, which can be placed across the website in areas trafficked by key external audiences. Objectives: • Provide a tool for SCU site administrators, content owners, and publishers whose use of SCU Stories will raise the visibility and reputation of SCU. • Demonstrate the myriad specific, individual ways that SCU inspires action, good work, and scholarly excellence. Major Activities: • Enlarge the database of profiles with emphasis on examples of outstanding faculty who foster positive student outcomes, current students who have been transformed by their SCU experience, and recent alumni who have used their SCU experience to start new careers in the workplace or graduate school. • Leverage stories from the view book, the SCM, the President’s Report, press releases, academic departmental newsletters, etc. • Use Facebook and other social media as engagement tools to publicize SCU Stories and to solicit story ideas from alumni and current students. • Improve graphics and user interface so that this site serves both as a warehouse for internal audiences in search of profiles and as a destination for external audiences. • Achieve more even balance in ethnicity, gender, and academic discipline. • Actively market the SCU stories to publishers and site administrators; offer help with posting to those with sites of high interest to prospective students. • Audit the site for inappropriate categorization, employees who no longer work for SCU, content that is inappropriate or dated. Improve policy statement and documentation of “How to use SCU Stories” for clarity and consistency. Metrics: • User testing results from OMC site and Web Publishing site research • Positive evaluations from workshop participants • Increased use of SCU Stories by Web Administrators • Use Google Analytics to monitor 10% increase in visits

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F. Financial Aid Communications: Objective – provide relevant, current information on affordability and financial support to help encourage all students to apply to SCU regardless of ability to pay. Major Activities: • Brochure • Web site • Cost calculator for incoming students • Links to key data and information • Cal Grant information

G. Special Events Communications: Objective – promote Enrollment events and facilitate visit of attendees with effective communications materials. Major Activities: • Continue special events email and marketing: § Open House emails § Holiday e-card § Scholars Day emails § Noche Latina email § Preview Days

H. Marketing Research: Objective – track needs, attitudes, and behaviors of incoming students and, in particular, stealth applicants to uncover communication habits and methods. Major Activities: • Stealth Enrollee Focus Groups • Recent Graduate Outcomes Survey • NSSE Website • Student View (CA high schools) Research

I. High School Counselor Website: Objective – reach high school counselors through a targeted Web site designed to provide critical information: • Establish a gateway site for high school counselors • Provide directory and links to relevant information for efficient retrieval 31 | P a g e


J. Ambassador Training Support: Objective – enhance the on-campus visit experience for prospective students and parents through development of key communications tools: Major Activities: • Training Materials • Presentations • Key messaging documents

K. International Marketing Support: Objective – address needs of International audiences and provide critical information to facilitate application and matriculation. Major Activities: • China Advertising • Hispanic Marketing Piece • Factsheets in Spanish and Mandarin • Translation buttons on the Web site for international communities

L. Update and Improve Resource Websites: Objective – provide prospective students and influencers with data that support SCU’s distinctive educational approach and resulting student outcomes. Major Activities: • NSSE • Recent Graduate Outcomes • Points of Excellence • Rankings and Ratings • SCU at-a-glance • “Top Ten” reasons

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M. Update and Improve Print Resources: Objective – provide relevant University information to visitors, prospective students, parents, and enrollees to facilitate their understanding of key University facts and data. • SCU Facts Brochure Major Activities: • SCU Map • Core Curriculum Guide • New Student Orientation Package • Undergraduate Handbook

N. Mobile Communications: Objective – continue creating online/mobile access to content and tools helpful to key audiences involved in the search, application, and matriculation process Major Activities: • Adapt Web pages to responsive design • Adapt videos to html from flash to enable viewing on all tablets; smart phones

O. Social Media: Objective - upload videos to key play sites to provide broad access to key audiences: Major Activities: • YouTube • Vimeo

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VISION Santa Clara University will educate citizens and leaders of competence, conscience, and compassion and cultivate knowledge and faith to build a more humane, just, and sustainable world

MISSION The University pursues its vision by creating an academic community that educates the whole person within the Jesuit, Catholic tradition, making student learning our central focus, continuously improving our curriculum and co-curriculum, strengthening our scholarship and creative work, and serving the communities of which we are a part in Silicon Valley and around the world.

FUNDAMENTAL VALUES The University is committed to these core values, which guide us in carrying out our mission and realizing our vision: Academic Excellence. We seek an uncompromising standard of excellence In teaching, learning, creativity, and scholarship within and across disciplines. Search for Truth and Goodness. We prize scholarship and creative work that advance human understanding, improve teaching and learning, and add to the betterment of society by illuminating the most significant problems of the day and exploring the enduring mysteries of life. In this search, our commitment to academic freedom is unwavering. Engaged Learning. We strive to integrate academic reflection and direct experience in the classroom and the community, especially to understand and improve the lives of those with the least education, power, and wealth.

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Commitment to Students. As teachers and scholars, mentors and facilitators, we endeavor to educate the whole person. We nurture and challenge students -- intellectually, spiritually, aesthetically, morally, and socially - preparing them for leadership and service to the common good in their professional, civic, and personal lives. Service to Others. We promote throughout the University a culture of service -- service not only to those who study and work at Santa Clara but also to society in general and to its most disadvantaged members as we work with and for others to build a more humane, just, faith-filled, and sustainable world. Community and Diversity. We cherish our diverse and inclusive community of students, faculty, staff, administrators, and alumni, a community that is enriched by people of different backgrounds, respectful of the dignity of all its members, enlivened by open communication, and caring and just toward others. Jesuit Distinctiveness. We treasure our Jesuit heritage and tradition, which incorporates all of these core values. This tradition gives expression to our Jesuit educational mission and Catholic identity while also welcoming and respecting other religious and philosophical traditions, promoting the dialogue between faith and culture, and valuing opportunities to deepen religious beliefs.

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FY 2013 Integrated Marketing Communications Plan  

FY 2013 Integrated Marketing Communications Plan

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