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
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