SANTA CLARA UNIVERSITY
FY’11 INTEGRATED MARKETING COMMUNICATIONS PLAN
Office of Marketing and Communications
September 16, 2010
Table of Contents FY’11 INTEGRATED MARKETING COMMUNICATIONS PLAN Mission, Vision, Values
Pages 3 - 4
SCU Brand Strategy: Positioning; Goals and Objectives • Brand Positioning • SCU Core Attributes • OMC Goals • OMC Priority Objectives • Key Outcomes
Key Success Factors
Core Attributes and Descriptors: • Academic Excellence • Jesuit Philosophy • Ideal Location • Engaged Community
Pages 8 - 10
FY’11 Integrated Marketing Plan by Priority Objective: 1. Increase SCU Visibility and Enhance Reputation
Pages 11 -17
2. Support Enrollment Services Success
Pages 18 - 21
3. Prepare Key Audiences for Next Capital Campaign Pages 22 - 26
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.
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.
FY’10 SCU BRAND STRATEGY Brand Positioning - SCU is an academically excellent university that educates citizens and leaders of competence, conscience and compassion for a more humane, just, and sustainable world. SCU Core Attributes - SCU will be known for: Academic Excellence Jesuit Philosophy Engaged Community • Ideal Location • • •
OMC 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 qualities Generate appreciation for SCU’s contributions and commitment to excellence • Create preference for SCU (apply; matriculate; participate; support) • • •
OMC FY’11 Priority Objectives - our resources and efforts will: Increase SCU Visibility and Enhance Reputation Support Enrollment Services Success • Prepare Key Audiences for the Next Capital Campaign • •
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
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 highest endowed universities in the US:
$$$ per student National rank - (top 100)
• Increased Alumni participation and increased donations:
Undergraduate alumni giving participation to 20% SC Fund giving increase to $1.75M from $1.5M
• Higher rankings:
US News and World Princeton Review NSSE Kiplinger/Business Week
• Increased recognition for distinctive programs:
Undergraduate excellence – core curriculum; personal growth Engineering (Capstone Projects; 5 Year Program; Solar Decathlon) Law (International Law; Intellectual Property) Business (Executive MBA; Part-Time MBA) Jesuit School of Theology Centers of Distinction (Ethics; GSBI; Ignatian Tradition) Residential Learning Communities 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 Undergrduate research opportunities Student-centered education Silicon Valley internship; career opportunities Exceptional retention and graduation rates Stunning campus/modern facilities Educating leaders and citizens of competence, conscience and compassion
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
SCU CORE ATTRIBUTES AND DESCRIPTORS Academic Excellence - the main factor in determining the stature and reputation of a university; the 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 primary focus: 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 - #17 in U.S. - Leavey School of Business - #32 in US - School of Law - ranked among top 100 in U.S. • SCU ranked #5 as “Best Places to Work” by SJ Business Journal • NY Times report ranks SCU graduates average salary # 20 in US • Listed among top 373 U.S. Universities by the Princeton Review • MSN Money ranks SCU among top 50 “Best Values in American Colleges” • Kiplinger magazine ranks SCU as #43 “Best Value in US Private Universities • Business Week ranks Leavey School of Business as # 32 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 • Broad range of student support services
Ideal Location - 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. • San Francisco access to cultural, artistic, social, educational and recreational opportunities including theatre, 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 • Broad range of community-based learning opportunities with diverse populations representing several ethnic communities. • 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 this 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: • • • • • • • • • • • •
Educating leaders and citizens of competence, conscience and compassion for a more just, humane and sustainable world. 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. 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.
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: • • • • • • • • • • • • • • •
Diverse and active 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. Highly developed Residential Learning Communities (9). Broad range of student activities and clubs (nearly 100 organizations). 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. Numerous Club Teams and Intramural programs. Division 1 athletics in West Coast Conference. Stunning 106 acre campus with modern facilities and housing. Mission architecture; beautiful landscaping/grounds.
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 • • • • •
Goals and Metrics: • • • • • • • •
Maintain and grow number of media placements Maintain and grow value of media placements Maintain and grow major placements (op-eds; editorials) Increase Web site visitors by 5% Increase duration of time on Web site by 5% Reach 10,000 fans on SCU Facebook site Increase number of visitors to SCU in the News site by 5% Increase participation in President’s Speakers Series by 5%
Strategy: SCU Brand Image Management - provide communications tools to assure consistency and impact across graphic presentations and enable campus constituents to coherently develop, design, and produce university communications vehicles that support SCU brand image objectives with key target audiences.
Tactics: • •
Integrated Marketing Leadership: SCU Communicators - convene and lead cross functional group of key SCU communicators to discuss major directions to raise the quality, effectiveness and consistency of SCU communications. SCU Print and Web Graphic Standards and Guidelines Management facilitate implementation/ensure consistency (graphic and editorial style guides for advertising; collateral; letterhead, etc.) for all major SCU print, Web and electronic applications. SCU Graphic Extensions - respond to emerging needs with applications, new and revised templates, and graphics for print and electronic mediums. SCU Key Messaging Tool Kit - develop and distribute document that articulates key SCU messages to assure effective and consistent delivery of messages: - Brand Positioning - Core Attributes and Descriptors - Brand Personality - Success Factors
SCU Points of Excellence Web Site - provide accurate, updated information about SCU accomplishments, milestones and awards for all SCU communicators to reference in communications outreach. Rankings and Ratings Web Site - conceptualize, design and develop a centralized repository of information and data related to SCU’s rankings, awards and accomplishments (U.S. News Rankings; Princeton Review; Business Week; Kiplinger; Fulbright Awards, etc.) to provide a resource for University communicators to assure accurate and consistent presentation of SCU’s standings. Prominent Alumni List - work with the Alumni Office to provide updated and accurate listing of prominent alumni for use by all SCU communicators to enable publication of alumni stories that will foster appreciation for SCU graduates and their contributions and the positive outcomes of an SCU education.
Strategy: Media Relations Program - develop and lead a campus-wide media relations effort to generate greater visibility for the university with key external audiences and enhance understanding and appreciation of SCU’s core attributes, distinctive qualities, major accomplishments and contributions through a broad range of activities impacting general and specialized media locally, regionally and nationally.
University-wide Media Relations Planning - take lead role in developing a comprehensive plan to maximize opportunities for SCU to appear in public media (print; TV; Radio), including op-eds; feature stories; interviews and story placements. Work with campus constituents to guide and assist development of content and facilitate meetings. - Feature Articles/op-eds in Local Media (Mercury News; SFO Chronicle; SJ Business News; Local TV and Radio) - National Publications (NY Times; LA Times; Washington Post Chron. of Higher Education; Christian Science Monitor) - Professional and Trade Media (Law; Business; Engineering and Education) - Catholic and Jesuit Media (AJCU; America Magazine) SCU Campus: Media Liaison - establish working relationships across campus with lead faculty and staff members to identify stories of distinctive programs and activities and uncover areas of expertise that tie into local, regional, and national news events. Key Media: National Relationship Building Plan - orchestrate comprehensive plan to promote visibility with local, regional, and national news media (Print; TV; Radio), including trade and professional media, to build awareness and broaden image of SCU faculty/staff/student/alumni programs, contributions, recognitions and expertise. Partner with East Coast Media Relations firm (Halstead Communications) to establish presence in that region. Faculty Experts Guide - develop and maintain a dynamic on-line reference tool that allows external media 24/7 opportunities to contact faculty and staff experts on relevant topics for fast-breaking stories.
• • • • •
Faculty and Staff Media Training - provide guidance and training to campus audiences to enhance their ability to interact successfully with media and encourage increased participation for faculty, staff and administrators. Media Lunch - provide an educational program to bring together faculty media contributors and local reporters as a recognition event and educational opportunity. Op-ed Workshop - provide workshop to instruct and encourage involvement with key faculty and administrators to help build SCU media presence/visibility. Community Newsletter - create bi-annual newsletter to local community to build communication, involvement and relationship. Industry Award Competitions - signal SCU leadership and stature across higher education audiences through CASE; JAA award participation.
Strategy: SCU Brand Communications - conceptualize, develop, design, edit and produce major university events and publications that support SCU image objectives across major departments and target audiences.
• • • •
President’s Speakers Series (3) - lead, work with advisory committee, and implement a major speakers series to generate active participation that will help build SCU’s reputation as thought leaders and conveners of relevant discussion on contemporary subjects and issues with the campus and external communities: - Theme - The Law and Our Changing Society (Law School Centennial) - Brochure - Posters (4) - Programs (4) Major Event Communications - provide communications direction, leadership and support materials (press releases, media relations activities, programs; brochures; award booklets; invitations, etc.) for major SCU events: - Grand Reunion - Honorary Degrees - Commencement (Undergraduate; Graduate; Law) - Major Donor Events (Locatelli Student Center - October) - Law School Centennial - Engineering School Centennial Survey of Recent Graduates - implement annual study of recent graduation class to determine success in marketplace in regards to: job placement; graduate school placement; volunteer participation, and salaries. FY’10 SCU Facts Brochure - produce SCU at-a-glance brochure for visitors to provide a quick grasp of SCU’s core attributes features and benefits. FY’10 Campus Map - develop and produce an on-campus map and guide to provide directions and information for visitors. FY’10 Campus Directory - work with departmental constituent groups across campus, including phone book representatives and IT, to coordinate and produce the annual SCU Directory that identifies each faculty and staff member by name
• • • • •
and department to help facilitate communications. Post data on the SCU Web Site to enable ongoing changes and updates to be identified Social Media - manage SCU’s social media presence and oversee maintenance of Facebook and Twitter sites to help build SCU’s visibility and broaden image. Present SCU program to key internal groups to build awareness and involvement. 2009 SCU NSSE Web Site - create Web site to demonstrate SCU’s NSSE results, with comparisons to other cohort groups. Track progress over time. SCU Assessment Web Site - work with the SCU Assessment team and WASC reporting team to provide information and data related to SCU’s assessment activities and accreditation efforts. SCU Core Curriculum Web Site - develop Web Site to showcase SCU’s new Core Curriculum and provide a broad overview of its features and benefits that create a distinct value-added component of SCU’s educational experience. de Saisset Museum Communications - develop brochures and marketing materials to provide visibility for the arts at Santa Clara and to promote current museum exhibits and help grow on-going membership.
Strategy: SCU Web Communications - working with key SCU constituents, develop and implement a long-term university Web communications strategy and plan. Develop graphic, organization and navigation guidelines for the SCU home page and sub sites. Provide university leadership in Web communications through the organization of task forces, committees and user groups. Provide counsel and advice on sub-site organization, graphics and strategy. Provide frequent informational tools that represent current thinking and best practices to increase SCU Web site appeal and Web site involvement, and enhance SCU’s image as contemporary and tech-savvy.
Tactics: • • •
• • •
SCU Web Site Stewardship: Web Com - convene and meet regularly with Web Com, a cross-functional group that provides an audience and sounding board for recommendations, concerns and issues related to the SCU Web site. CommonSpot CMS Training - train and instruct campus constituents on the use of the SCU Content Management System (CommonSpot) to enable Web Site administrators to maintain and upgrade their sub-sites effectively and efficiently. SCU Site Administrators Mentoring and Management - provide ongoing training and guidance to cross-campus cohort through monthly meetings and individual training sessions to instruct and encourage the ongoing maintenance and upgrading of SCU sub-sites and extension of SCU branding and graphics. Market Research - conduct ongoing usability and design studies with target audiences to assure the SCU Web site is accomplishing our strategic objectives in terms of Web site organization, navigation, and brand image communication. SCU News and Events Web Updates - weekly and daily placements of vital news that demonstrates SCU core attributes and accomplishments, supports SCU image objectives, and provides evidence of our academic excellence and success. Ongoing Content Updates - update and enhance major areas of the SCU Web site to support SCU priority objectives and maintain fresh, relevant data.
SCU Experience Feature - implementation of major new interactive feature with 39 individual videos to demonstrate SCU’s Core Attributes through multi-media presentation of programs that showcase faculty, students and leading-edge activities and accomplishments. SCU Stories Feature - continue implementation of major new multi-media Web feature that demonstrates the accomplishments and positive outcomes of an SCU education through the telling of 100+ stories of students; faculty; alumni to be used by all departments to populate relevant Web sites to demonstrate the positive outcomes of an SCU’s education and add commentary and interest. Web Site Design Support to SCU Units - to assure effective introduction of selected sites as time and resources allow, including: - CASA Immersion Program Site - September - SCU Townhome Living Site - September - Jesuit School of Theology - Public Health Sciences Web Site - Undergraduate Admissions - Admissions Diversity Web Site - Classics Department Web Site - Center for Entrepreneurship and Innovation Web Site - Provost Office: Core Curriculum - Provost Office: Assessment/WASC/NSSE - Outstanding Faculty Site - Residential Learning Communities Site - SCU Rankings and Ratings Site - NSSE
Strategy: Reputation Management - take a lead role in the event of potentially damaging stories and negative publicity to identify and develop strategies and plans to assure positive presentation of SCU and mitigate negative media exposure. Lead SCU preparation and response through development and dissemination of communications strategies and key messaging tools.
Tactics: • •
Emergency Communications - participate with key SCU leaders and play a lead role in developing and implementing effective response plans in case of emergency; key point of contact with media. Crisis Communications - be available and on call to respond to any crisis situation that has the potential to bring attention and visibility to the University and serve as key point of contact with media. Build crisis communications templates to proactively identify key response activities for targeted areas. Collaboration With SCU Legal Counsel - meet monthly with John Ottoboni to proactively identify, discuss, and strategize plans to address outstanding issues with the potential to damage SCU’s image.
Strategy: Internal Communications - 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.
FYI Faculty/Staff On-Line Internal Communications - manage, edit and distribute SCU’s Award-winning faculty and staff bi-weekly on-line newsletter that brings information of campus events, accomplishments, news and information, and encourages increased media involvement and participation. “SCU in the News” On-Line Media Relations Clips Report - communicate monthly summary of news placements involving campus community to raise awareness, share information and encourage greater media relations involvement. Campus Event Calendar - collect data and information from across campus and manage the Web Calendar to provide a repository of accurate, accessible information for all University events for both internal and external audiences. Athletics Department Linkage - meet quarterly with Athletics Department leadership to coordinate and create communications synergies to enhance visibility of stories that promote SCU’s core attributes and mission with external audiences.
Strategy: Promote SCU’s Jesuit Identity - promote SCU’s distinct Jesuit heritage and create visibility for programs and events that support SCU’s Jesuit philosophy and tradition. Help key audiences understand the meaning of a Jesuit education and provide demonstrations of the features and benefits of a Jesuit education.
Tactics: Jesuit Emphasis in Marketing - support and promote SCU’s Jesuit Philosophy as a core attribute by showcasing the features and benefits of Jesuit education across media and aligning key audience needs and desires with Jesuit values. • CASA Immersion Programs - conceptualize, design and produce brochures and website introducing CASA Immersion Program extension into Philippines. Manage objectives and input from USF and SCU to negotiate proper treatment of graphics and copy. • Jesuit School of Theology - help transition the Jesuit School of Theology communications to adhere to Santa Clara University standards and practices to establish the affiliation between JST and SCU for key audiences: - JST/SCU Press Releases - develop a series of press releases for media placement to announce to new relationship of the two schools. - JST Video - conceptualize, plan and shoot video for placement on SCU Website - JST Syllabi - incorporate JST course syllabi into the JST Web Site to provide accurate details of JST courses as of fall 2009. •
Strategy: President’s Communications - collaborate with the President’s office to help create visibility and communications tools that will help introduce Fr. Engh to SCU audiences, provide information about his vision, and enhance his stature.
• • •
President’s Report (January) - enhance the stature of Santa Clara and President Engh and create awareness of long-term strategic plans and initiatives by developing a comprehensive annual President’s Report; create on-going dialogue with alumni, donors, parents and faculty and staff regarding SCU’s major strategic programs, key accomplishments and financial health President’s Report On-Line - translate the annual President’s report into an online version to be placed on the President’s Web site. President’s Letters (2) - participate with President’s Office to develop parent letters in Fall and Spring President’s Holiday Cards and Messages (December)
Strategy: Santa Clara Magazine - utilize quarterly publication to promote awareness and appreciation for SCU programs, initiatives, and accomplishments of SCU faculty, alumni and students to key targeted audiences, including alumni, donors, friends, parents of current students, and influencers.
Santa Clara Magazine (4) - conceptualize, develop, edit, produce and distribute award-winning Santa Clara Magazine to undergraduate 70,000+ alumni population to increase connectedness to SCU. Actively seek feedback and input to validate selection of stories and editorial focus. Disseminate information of importance, and encourage active involvement with SCU through four yearly issues: - Class Notes - Letters to the Editor - Alumni Events Calendar - Alumni Association Page - Feature Articles (2 to 3): SCU Faculty, Staff, Students and Alumni Redesign Santa Clara Magazine On-Line - translate the print version of SC Magazine to a new on-line format to allow audiences the opportunity to view content on-line. Provide additional stories and information for targeted areas. Introduce new Blog element to increase engagement and participation. Market Research - conduct regular surveys to assess the effectiveness of the magazine with key audiences and provide feedback to make ongoing improvements. Partner with the CASE organization to participate in a national study of alumni magazines to assess SC Magazine performance versus other universities.
Strategy: University Sustainability - support and promote SCU’s sustainability objectives and emphasis as a core value by showcasing SCU’s sustainability efforts and accomplishments:
Tactics: • • •
Office of Sustainability Visibility - create press releases that report on SCU’s sustainability efforts, accomplishments and recognitions. Use the SCU Web site to provide access to information. Sustainability Logo - develop a graphic identifier to support all SCU sustainability efforts and to promote awareness of the multitude of programs and efforts undertaken at SCU Zip Cars Introduction- support SCU’s involvement with the national Zip Car program by developing stories, placing media releases and providing visibility to the campus and external community through the SCU Web site.
PRIORITY OBJECTIVE #2 Support SCU’s Enrollment Goals Primary Audiences: • •
Prospective Students Influencers (Parents; Counselors)
Goals and Metrics: • • • • •
Increase visitors to SCU Experience by 100% Increase visitors to SCU Stories by 100% Increase undergraduate applications according to EM plans Increase applicants from Jesuit, Catholic high schools according to EM plans Increase diversity according to EM plans
Strategy: Prospective Student Communications Leadership - provide collaborative leadership and strategic input working with cross functional teams and individuals involved in enrolling and matriculating undergraduate students. Help clarify objectives, develop communications strategies and plans; conceptualize, develop and produce marketing materials targeted at prospective students through matriculation.
Enrollment Marketing Committee - coordinate monthly meetings with Enrollment Management to convene key constituents to orchestrate a comprehensive marketing and communications plan that will assure accomplishment of SCU’s enrollment goals (includes OMC, Admissions; Financial Aid; Provost Office; Faculty; Student Life). Admitted Student Task Force - convene quarterly meetings of key constituents involved in the transition of accepted students to matriculation to establish goals, strategies and plans, generate feedback (includes OMC; Admissions; Fin. Aid; New Students; Registrar; Housing; Drahman Center; Student Life; Faculty; Alumni; RLC’s). Student Recruitment Communication Plan - work with Enrollment Management and members of the Admitted Student Task Force to develop a shared and inclusive plan that identifies every major point of contact with prospective students through print, Web, events, and e-communications and to identify the role and responsibility of key individuals and departments. Market Research - conduct regular surveys and studies with to assess key audience needs and perceptions, measure the impact and effectiveness of SCU’s marketing communications, and upgrade the quality of SCU materials. Focus Group Research - design, conduct and assess annual focus groups to generate feedback on SCU prospective student marketing materials; gather information on needs, likes, dislikes. Uncover trends and emerging attitudes.
• • •
Stealth Applicant Research - Conduct study to determine factors related to “stealth applicants” and their primary information-gathering practices (60% of all applicants apply to SCU without any prior contact with Admissions, utilizing scu.edu as their primary source of information). SCU Graduate Outcomes Research - implement annual survey to provide job and graduate school placement and salary information to reflect the value, benefits and outcomes of a Santa Clara education. Best Practices Studies - explore the programs, practices and thinking of key competitors and industry leaders to understand current thinking and trends. Webinars/Best Practices Research - participate in key Webinars of to bring fresh information and help create understanding of diverse approaches to enrollment communications. Invite other members of the EMT to participate.
Strategy - Prospective Student Print Communications Campaign lead the creation of a cohesive strategy and print communications plan to prospective students and influencers to support the University’s enrollment objectives. Design, develop and produce a range of strategic SCU print communications that highlight SCU’s programs, distinctive features and benefits in support of SCU’s core attributes and image objectives. Orchestrate the development and production of the entire stream of print materials to assure effective, efficient, timely, and consistent messaging and delivery. Monitor results and conduct ongoing research to assure fulfillment of objectives and to constantly improve quality and effectiveness with primary audiences:
Tactics: • •
• • • • • • •
Student Search Materials - conceptualize, design and produce direct mail package to prospects identified by Enrollment Management. Undergraduate View Book - conceptualize, design, and produce major annual image brochure for prospective student audiences that captures the essence of Santa Clara’s undergraduate educational experience, provides critical information, creates a sense of place, and encourages further engagement. Introduction Brochure - design and produce companion piece to the SCU View Book that serves as a portable and less expensive preliminary look at SCU that can be easily transported to out-of-town meetings. Financial Aid Guides; Flyers and Brochures (new and returning students) design and produce undergraduate financial aid materials to facilitate understanding of SCU processes and programs. China Brochure - develop marketing piece to assist recruitment efforts in China Advertising - create introduction ad for placement in key prospect publications High School Visit Announcements - provide materials to promote the presence of SCU Admissions Staff during High School visits. Search Poster - develop mailer for distribution by Royale mailing list to bring awareness to SCU’s distinctive attributes and encourage further communication Open House Communications - design, develop and produce posters and information materials to promote Open House events at SCU.
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Accepted Student/Congratulations Package - design, develop and produce materials for accepted students to facilitate process of new student enrollment. Work with Admitted Students Task Force to identify items needed. Preview Days Materials - support this important yield event with communications materials to inform and attract participants. Welcome Brochure for Enrolling Students - lead the design, development and production of key communications with critical information for enrolling students to aid yield activities in collaboration with Enrollment Management. School of Engineering Program Series - complete the package of tri-fold program brochures from the School of Engineering consistent with their system of presentation tools. Highlight each of SOE’s key programs and help communicate and gain appreciation for the depth and breadth of SOE offerings. Core Curriculum Brochure - develop a Web Site and printed communications that present the revised SCU Core Curriculum with features and benefits targeted to prospective students and their parents. Admissions Supplemental Print Communications - provide print materials to support recruitment and yield activities for prospects and parents to introduce them to the key SCU strategic directions, help substantiate the value of an SCU education, support their decision to matriculate at SCU and welcome them into the SCU family (includes 2009 President’s Report; Santa Clara Magazine). Student Handbook - design and produce handbook in collaboration with Student Life to document SCU policies and procedures for undergraduate students.
Strategy: SCU Web Communications Program - develop and implement a strategic Web communications plan to address needs and desires of Prospective student audiences, including graphic and navigational tools to guide construction of SCU Web sub-sites. Provide leadership in Web communications through organization of task forces, committees and user groups. Provide counsel and advice on sub-site organization, graphics and strategy. Provide frequent informational tools that represent current thinking and best practices to increase SCU Web site appeal and Web site involvement, and enhance SCU’s image as contemporary and tech-savvy.
“SCU Experience” (September) - conceptualize, design, develop, and produce a major interactive multi-media feature to demonstrate SCU’s Core Attributes through a family of 39 video stories of programs, faculty and students that showcase SCU’s outstanding community of faculty, students, staff, and alumni. “SCU Stories” (October) - expand major new multi-media Web feature that focuses on demonstrations of SCU Core Attributes through development of 100+ stories of students, faculty, and alumni that will be used by all departments across campus and populate various Web sites to add content and interest. SCU Student Blog - continue to lead, organize, and direct SCU student blog Web feature to serve the prospective student audience. Seek ways to increase communications authenticity; expand the range and diversity to appeal to diverse prospective students (4 freshmen; two sophomores; two juniors).
Gateway Project - Create a new point of entry for visitors accessing the SCU site from external gateway sites such as UCAN, College Board, and U.S. News & World Report. The content in this new sub-site will be designed to the special interests of to prospective students (e.g. Top Ten Reasons to Consider SCU). Outstanding Faculty Web Site - demonstrate the excellence of our faculty through creation of web site to highlight outstanding accomplishments and activities. Link to UCAN site for added visibility.
Strategy: eCommunications Program - assist Enrollment Management, as necessary, to assure the development, production and implementation an effective e-communications strategy and plan (executed through Enrollment Management) for the Hobson’s customer relationship management e-marketing tool targeted at segmented undergraduate audiences (by age; geography; academic interest; activities, etc.).
Tactics: • • •
eCommunications Strategy and Plan - assist development of a comprehensive strategy and plan identifying key audiences; segments; messages; timing. eCommunications Creative Development - assist conceptualization and production of email text, proposed links and photos, videos and slideshows to address strategic objectives; provide consistency with SCU image and messaging. eCommunications Videos - conceptualize and produce three videos for prospective students alerting them to key Admissions dates and events (Visits; Open House; Preview Days).
Strategy - Multicultural Marketing - support SCU Enrollment objectives to increase enrollment of underrepresented minority students through development of materials that provide a diverse and inclusive presentation to all audiences:
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Diversity Communications/Inclusiveness - support SCU’s core value of welcoming diversity and demonstrate SCU’s commitment to create an inclusive community that embraces differences and distinct cultures by featuring images that include ethnic and gender diversity across all University communications. Provost Identity Campaign - assist Provost’s Office in the creation of promotional materials/banners to support the annual “Identity” campaign. Ethnic Studies - create a 40th Anniversary logotype for the Ethnic Studies program, incorporate into various print materials and feature on the SCU Web site and in key communications targeted to prospective undergraduate students. Diversity Web Site - work with Admissions to revise the Diversity Web site targeted to prospective undergraduate students. Event Support - develop communications that support key multicultural events across campus: - SADIE - Noche Latina
PRIORITY OBJECTIVE #3 Prepare Key Audiences for Next Capital Campaign Key Audiences: Primary: - Donors - Alumni/Friends • Secondary: - Faculty/Staff - Parents of Current Students
Goals and Metrics: • • • • • • • •
Increase Alumni Participation to 20% from 18.6% Increase SC Fund giving to $1.75M from $1.5M Maintain Alumni satisfaction for SC Magazine (CASE study) Increase visitors to SC Magazine On-Line web site Increase participants in SC Magazine blog Increase traffic to SCU Development Web Site according to Development plans Increase traffic to Alumni web site according to Alumni plans Increase Grand Reunion participation according to Alumni plans
Strategy: Alumni Participation Campaign - support SCFund efforts to increase alumni donor participation through a broad range of communications activities targeted to alumni, donors, prospective donors, parents, faculty and staff.
SCU Magazine - create an ongoing presence that reminds alumni of the importance of giving and contributes to a culture of philanthropy: - Letter from President of the Alumni Association (Winter) - Ongoing Campaign Meter that measures annual support - Advertising Series to remind and promote giving for scholarships, planned giving, and gifts of all sizes - Grand Reunion reminders in each issue SCU Web Site Home Page Stories - generate ongoing awareness of the importance of giving and opportunities to participate in major initiatives: - Honors Program Hayes $1M Gift (July) - Locatelli Legacy (July - September) - Grand Reunion (Sept/Oct) - Student Activities Center Dedication (Sept/Oct) - Major Gifts (TBD) Development Web Site - acknowledge the generosity and contributions of donors and provide relevant examples of the outcomes these gifts provide: 23
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- Create and publish SCU Stories that celebrate donor and recipient stories - Create and publish releases to acknowledge major gifts and milestones Holiday e-communication (REQUIRES FUNDING) - create and send holiday e-greeting to alumni and friends that celebrates the holiday season, encapsulates SCU’s accomplishments in the past year, thanks donors, and provides an opportunity reminder to send a gift: - Holiday greeting - celebration of 2010 accomplishments - donor thank you with soft ask Direct Mail Letters (2) - develop bi-annual giving letters in December and May to remind alumni of the importance of giving and the contributions enabled by their generosity Campaign Meter - develop graphic device for both print and on-line use that provides an ongoing reminder of the progress of Annual Giving related to our annual goals 2010 President’s Report (January/February) - develop and distribute strategic communication to donors, parents, faculty, staff, and influencers to bring key audiences into dialogue about SCU’s major strategic directions, demonstrations of SCU’s excellence and accomplishments, and their relationship to the University’s financial health: - Jesuit Education - Frontier Challenges - Financials: - SCU Financials - Giving Overview - Endowment Report - Annual Giving Update - Participation SCU Giving Templates: - Template for advertising on-campus plasma TV screens - Template for e-communications “post-cards” President’s Club Communications - date TBD President’s Speakers Series/Reception Events (3) - lead, work with advisory committee, and implement a major speakers series, including a pre-event reception targeted as a cultivation event for major donors, to generate active participation that will help build SCU’s reputation as thought leaders and conveners of relevant discussion on contemporary subjects and issues with the campus and external communities
Strategy: Donor Communications - support SCU fund-raising efforts through a broad range of communications activities targeted to alumni, donors, prospective donors, and parents. Conceptualize and redesign development communications materials and communications tools to raise the stature of SCU Development and bring the department into strategic alignment with University graphic standards and industry best practices:
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President’s Report (January) - enhance the stature of Santa Clara and create awareness of long-term strategic plans and initiatives by developing a comprehensive annual President’s Report; create on-going dialogue with alumni, donors, parents and faculty and staff regarding SCU’s major strategic programs, key accomplishments and financial health: - FY’10 Theme: Our Promise - Frontier Challenges of Jesuit Education - President’s Letter - Major Initiatives; Programs; Stories - FY’10 Key Accomplishments - Fr Locatelli Tribute - FY’10 Financial Report SCU Reunion Campaign Brochure - develop mail brochure to promote reunion giving and remind alumni of the importance of giving to continue the legacy of proving a Santa Clara education to all worthy students regardless of need. Donor Recognition Communications and Advertising - celebrate major gifts and completion of capital projects with donor recognition (advertising, Web Communications, e-communications; SCMagazine; Slide shows; videos and media placements): - Locatelli Student Activities Center - Major Gifts - Enrollment Management Building? Planned Giving Communications - develop and produce a Planned Giving mailing piece to communicate ways of giving and the range of offerings and opportunities available through the Planned Giving office. Donor Events Support - provide a range of communications activities to assure the awareness, understanding and involvement of key audiences to support the university’s on-going fund-raising efforts, including: Invitations; Save the Date Cards; Programs, and Hand-out Materials: - President’s Club Dinner - Founder’s Day Santa Clara Fund Direct Mail (2) Appeal - conceptualize, design and produce bi-annual direct mail donor appeal executions for alumni and donor audiences. Santa Clara Fund Holiday e-Message - conceptualize, design and produce holiday e-message/appeal to alumni and donors to share season’s greetings and remind them of SCU’s role in creating a more just and humane society. Santa Clara University Holiday Cards - design and produce holiday cards for use of SCU president and others who wish to send greetings to key constituents over the holidays: - President’s Card - University Card
Strategy: Alumni Communications: Santa Clara Magazine - promote awareness and appreciation for the programs, initiatives, and accomplishments of SCU faculty, alumni and students to key targeted audiences, including alumni, donors, friends, parents and influencers.
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Santa Clara Magazine (4) - conceptualize, develop, edit, produce and distribute award-winning Santa Clara Magazine to undergraduate 70,000+ alumni population to increase connectedness to SCU. Actively seek feedback and input to validate selection of stories and editorial focus. Disseminate information of importance, and encourage active involvement with SCU through four yearly issues: - Class Notes - Letters to the Editor - Alumni Events Calendar - Alumni Association Page - Feature Articles (2 to 3): SCU Faculty, Staff, Students and Alumni Letters to the Editor - encourage increased participation through active solicitation of letters Class Notes - work with the Alumni Office to encourage increased participation in this section of the Magazine to increased engagement Redesign Santa Clara Magazine On-Line - translate the print version of SC Magazine to a new on-line format to allow audiences the opportunity to view content on-line. Provide additional stories and information for targeted areas. SC Magazine Blog - introduce a new blog element to encourage increased participation and engagement with the Magazine. Market Research - conduct regular surveys to assess the effectiveness of the magazine with key audiences and provide feedback to make ongoing improvements. Partner with the CASE organization to participate in a national study of alumni magazines to assess SC Magazine performance versus other universities.
Strategy: New Graduate Communications - provide support to assure visibility, involvement and successful execution of key SCU events.
Commencement Communications - manage development of communications materials targeted to this key university event: – Invitations – Programs – Brochures Honorary Degrees/Awards - provide communications materials to support the awarding of honorary degrees and special awards: - Invitations - Programs
Strategy: Strategic Plan Communications - introduce SCU’s strategic Plan to key audiences: Major Objectives: • Celebrate SCU’s milestone commitment to a new level of excellence that will allow SCU to take its place among leading Universities • Establish understanding and appreciation for SCU’s five strategic priorities • Create a foundation for all communications that will lead to and support the upcoming Capital Campaign Key Messages: • The new Strategic Plan builds on and enhances SCU’s legacy as a leader of Jesuit, Catholic educational excellence • The plan will enable SCU to evolve as a leader and innovator in higher education by strengthening its academic community’s ability to provide students with a holistic education, empowering them to shape the world humanity deserves • SCU is an emerging University that is uniquely positioned to make a difference by utilizing the opportunities offered through its location, global connections, engaged community, and Jesuit values • The priorities reflected in the plan will make the greatest difference in strengthening SCU at this time • The Strategic Plan will guide our work over the next five years. It is an ambitious plan, grounded in our Jesuit, Catholic identity that will position us well to flourish as a leader in higher education. • To fulfill the aspirations of the plan, each of us will play an important part in seeing its aspirations come to fruition. Primary Audiences: • Internal - boards, faculty, staff • External - donors, alumni, parents, friends, foundations, higher ed. influencers
Tactics: Media/Timing: • Web site - “SCU Strategic Plan” (placement on President’s site) – Feb ‘11 • Alumni e-Newsletter – February/March ‘11 • Print - Brochure (with update collateral pieces to follow) – March ‘11 • Santa Clara Magazine – story in Spring issue (March ’11) • Videos - 5 (one for each strategic priority) – March/April ‘11 • FY’11 President’s Report - Feb ’12
Strategy: Alumni Communications Campaign - liaison with SCU Alumni Office to assure effective alumni communications and support relationship building activities through cohesive and effective communications strategy, plans and executions (direct mail; print publications; Web communications).
Grand Reunion Communications - create ongoing awareness of alumni reunion events through bold communications stream with appealing graphics and effective messaging that establish key dates and information and encourage participation: - Invitations/Save the Date Cards - Program Brochures - FY’10 Grand Reunion Invitation Package Vintage Santa Clara - create awareness and encourage participation in Vintage Santa Clara event: - Graphic Identity and Program - Invitations and Save the Date Cards President’s Speakers Series (3) - lead, work with advisory committee, and implement a major speakers series to generate active participation that will help build SCU’s reputation as thought leaders and conveners of relevant discussion on contemporary subjects and issues with the campus and external communities: - Series Brochure - Posters (3) - Speaker Brochures (3) - Programs (3) E-Communications: Guidelines and Standards - in collaboration with the Alumni team, create templates and guidelines for SCU e-communications, including a template system with graphic treatments, guidelines, standards.
Strategy: Parent Communications - manage and support communications to assure timely, accurate and relevant information to parents and families.
Tactics: • • • • •
Family Web Site - manage the design and content of the Family portal targeted to current parents Parents Weekend - develop mailer to communicate events associated with SCU parents weekend and encourage participation President’s Letters (2) - Participate with President’s Office to develop parent letters in Fall and Spring SCU Magazine - mail copies of magazine to parents of current students to communicate news from campus, engage them in the life of the University, and encourage involvement President’s Report - send copy to all parents of current students to communicate key strategic directions of the University and bring them into dialogue on the financial health of SCU and importance of giving