Building a Strategic Marketing/ Communications Plan Work in Progress at Holy Cross Jesuit Advancement Administrators June 11-12, 2007

2 Marketing/communications organization Public Affairs: Institutional publications, Web/electronic communications, quarterly alumni magazine, media relations Admissions Athletics: Marketing, SID, publications, own Web site Alumni relations/development: Communications, Presidential travel Graphic Arts

3 Marketing/communications milestones  2002: Recruitment research/analysis by Art and Science Group  2003: New strategy developed for Admissions communications and publications by Philographica Design

4 Special attention required  Liberal arts v. research university  Jesuit v. “Catholic”  Stereotype of Irish Catholic institution  Diversity  Social life  Location

5

6

7

8

9

10 Marketing/communications milestones  Graphic identity guidelines developed  Limited/voluntary adoption by other divisions, including Development/Alumni Relations  Recruitment video/30-second PSA  Opportunistic advertising (NYT)  Improved systems for institutional publications, media relations

11 Marketing/communications milestones 2004: Strategic Planning process begins Marketing “self-study” Campus-wide Web study group Fall 05: Web consultants hired (Big Bad) Spring 06: New Web site developed and launched

12 Web site redesign

13 Marketing/communications milestones January 2006: Five Year Strategic Plan  Marketing initiative identified and funded as one of five key priorities Spring 2006: Search conducted/engaged marketing consultants

14 SimpsonScarborough’s approach to integrated marketing Quantitative and qualitative  Communications Analysis/recommendations  Alumni research  Campus-based planning teams  Alumni advisory group  Develop messaging/themes  Marketing Blueprint

15

16 WHERE WE ARE...

17 Marketing/communications milestones As of May 2007:  Extended Cabinet and Trustees endorsed Simpson Scarborough report and recommendations  Alumni research completed  Public Affairs designated as “marketing hub”  New positions (3) created in Public Affairs  39-member campus marketing team convened to write Marketing Blueprint

18 Marketing Blueprint components  Audience prioritization and segmentation  Key marketing themes/messages/points of pride  Specific strategies and tactics for:  Media relations  Issues management  Web and electronic communications  Print communications  Events  Speeches – talking points  Evaluation and benchmarking

19 Next steps June: - Continue analysis of alumni research - Form Alumni Marketing Advisory Group - Define key themes/messages July:- New staff in place September:- Finalize Marketing Blueprint/Approvals October: - Begin implementation of Marketing Blueprint