OMC Annual Report 2016

THE OFFICE OF

MARKETING AND COMMUNICATION

ANNUAL REPORT July 2015 – March 2016

Greetings, The Marquette University story is a

story strategically, broadly and with as much positive impact

rich one. It is grounded in the Catholic,

as possible.

Jesuit tradition and steeped in a 135-year history of excellence, faith, leadership and service. It is also modern and innovative, reflective of shifting demographics and the ever-changing higher education landscape.

In the Office of Marketing and Communication, it is our job — and our great privilege — to tell that story.

To that end, on the coming pages you will see the ways in which we measure our work across a variety of marketing communication platforms and the global impact of that work.

Further, we’ve outlined just a few of the ways we support our university partners through campaigns, big and small, as well as some of the new and innovative approaches we’re taking to communicate what’s best about Marquette.

I hope you enjoy learning more about OMC and how we tell

With that, though, comes responsibility. When we tell the

the Marquette story — a story that inspires and challenges

Marquette story, we must remain ever mindful of our tradition

us all to Be The Difference.

and the immense pride our students, alumni, faculty and staff have in this university. The 30 talented professionals who

Regards,

comprise the OMC team take this charge seriously.

We in OMC also understand and appreciate that we are

Dave Murphy

accountable to the Marquette community for telling our

Vice President

OFFICE OF

MARKETING AND COMMUNICATION Marquette University’s Office of Marketing and Communication is a team of 30 professional writers, designers, marketers, Web developers and communication specialists that serves the Marquette community in the areas of brand marketing, interactive marketing, marketing projects, and communication and public relations. OMC promotes the academic reputation of Marquette and tells the Marquette story to all audiences through traditional media, social media, print publications, video, Web and interactive.

Mission and vision statement The Office of Marketing and Communication team discovers what is best and most important about Marquette University. We communicate it with creativity and impact to students, alumni, parents, faculty, staff and the broader community. We counsel and lead our university partners as together we implement best practices in marketing and communication.

Our vision is that Marquette University will be recognized as the nation’s best example of a university that inspires students and alumni to Be The Difference in the world.

marquette.edu/omc

B R A N D VO I C E V I S U A L P L AT F O R M B R A N D A R C H I T E C T U R E P H OTO G R A P H Y VO I C E K E Y M E S S AG I N G A D V E R T I S I N G DESIGN A R T D I R E C T I O N C R E AT I V E D I R E C T I O N I L L U S T R AT I O N P R O D U C T I O N E N V I R O N M E N TA L G R A P H I C S P H OTO A R C H I V I N G EDITORIAL M A R Q U E T T E M AG A Z I N E M A R K E T I N G W R I T I N G E D I TO R I A L WRITING R E P O RT I N G RESEARCH COPY EDITING PROOF R E A D I N G C O L L E G E B E AT S T O R Y D E V E L O P M E N T COMMUNICATION C R I S I S M A N A G E M E N T P U B L I C R E L AT I O N S W R I T I N G R E P O R T I N G S TO R Y P I T C H I N G M E D I A R E L AT I O N S I N T E R N A L C O M M U N I C AT I O N R E P U TAT I O N M A N A G E M E N T MARKETING M E D I A B U Y I N G A D V E R T I S I N G P R O M O T I O N S P R O J E C T M A N AG E M E N T S P O N S O R S H I P S C A M PA I G N P L A N N I N G R E S E A R C H A N D A N A LY T I C S T I M E L I N E M A N A G E M E N T P R I N T B U Y I N G F U L F I L L M E N T M A N AG E M E N T VIDEO P R O D U C I N G D I R E C T I N G EDITING SCRIPT WRITING R A D I O T E L E V I S I O N COLLEGE S TO R Y T E L L I N G M OT I O N G R A P H I C S SOCIAL MEDIA D I G I T A L S T O R Y T E L L I N G C A M P U S L I F E P H O TO G R A P H Y W R I T I N G P O S T I N G S T U D E N T, A L U M N I , A N D PA R E N T E N G A G E M E N T C O M M U N I T Y B U I L D I N G INTERACTIVE WEBSITE DEVELOPMENT CODING MOBILE APPS D I G I TA L A D V E R T I S I N G D E S I G N BRAND

EARNED, OWNED, PAID AND SOCIAL

OWNED MEDIA

Today’s media landscape is increasingly one of convergence and integration. As a leading-edge marketing communication department, OMC approaches its work with this reality in mind.

To that end, OMC’s work falls primarily into four categories: earned, owned, paid and social media. These groups do not operate in isolation;

EARNED MEDIA

OMC

rather, they overlap and influence one another.

For OMC, this means building collaborative, cross-disciplinary marketing communication teams for projects and campaigns, big or small.

The following pages provide a snapshot of OMC’s work and its impact across these four convergent categories.

SOCIAL MEDIA

PAID MEDIA

18,000

250

NEW FOLLOWERS

AD PROJECTS

6,000

1,000

Facebook and Twitter

NEWS STORIES

Placed in print/online media worldwide

PRINT, VIDEO AND WEB PROJECTS

2.6 BILLION OVERALL IMPRESSIONS

Across earned, owned, paid and social media OMC measures its reach in impressions, which are the number of individuals who potentially saw a Marquette University message in earned, owned, paid or social media.

The metrics are based primarily on product production counts (e.g., number of brochures printed), Web traffic (e.g., page views and clicks), social media engagement (e.g., “likes” and shares) and Nielsen Ratings, as well as other industry-standard measurements.

July 2015 – March 2016

EARNED MEDIA Earned media are news stories in local, regional, national, international and trade news outlets across print, digital and broadcast platforms. OMC has broad and deep relationships with reporters, editors and producers nationwide and works to place stories about all facets of the university.

The team also responds to reporter requests for expert commentary on a wide range of story topics. OMC tracked nearly 6,000 print and Web stories about the university from July 1, 2015 – March 1, 2016.

CMYK

Impressions for July 2015 – March 2016

Print/Web: 2,363,392,416

JSOnline.com

WARNOCK PRO DISPLAY 23.5 PT. KERNING VARIES BY LETTER PAIRS DIAMOND IS A 49 PT. PERIOD

THURSDAY: JANUARY 21, 2016

GULLIVER BOLD 68 PT. KERNING VARIES BY LETTER PAIRS

Marquette, Aurora to partner on $120 million athletic performance research center

By KAREN HERZOG

TV: 35,327,479

TOTAL: 2,398,719,895

July 2015 – March 2016

kherzog@journalsentinel.com

A

urora Health Care will partner with Marquette University and the Milwaukee Bucks to build a $120 million Athletic Performance Research Center, transforming a largely vacant area on downtown’s west side.

The state’s largest health care system, Aurora will invest $40 million toward the 250,000- to 300,000-square-foot research facility, Marquette University President Michael R. Lovell announced Wednesday. It’s the single largest partnership investment by Aurora in Milwaukee, and the Jesuit university’s most ambitious building project ever The facility will span four city blocks bordered

by N. 6th St., 10th St., W. Michigan St. and the Marquette Interchange. It will be about the same size as the downtown Wisconsin District convention center, and a third the size of the new Bucks arena. It will include an indoor track, a lacrosse field and indoor golf practice area.

Lovell announced his vision for the research center a year ago, stating that it would support elite intercollegiate and professional athletes, academic research, and campus health and wellness initiatives. He also said the Bucks would play a key role, though that role hasn’t been specified. Lovell said Wednesday the Bucks “will be contributing in some way to the overall cost and scope.”

Beyond Aurora’s $40 million, the rest of the money will come from private fundraising, Lovell said. Toward that end, Lovell granted the university’s chief fundraiser and retired president Father Robert A. Wild the honorary title of chancellor.

Groundbreaking is planned for 2017, with the goal of opening the facility around the same time the Milwaukee Bucks open their $500 million, 700,000-square-foot arena just north of the BMO Harris Bradley Center, in time for the 2018-19 season.

The Bucks arena is envisioned as a springboard for an additional $500 million, 1 million square feet of development — much of it in the largely vacant Park East corridor across downtown from Marquette’s new Athletic Performance Research Center.

The Bucks also plan to build a practice facility on Park East land just east of The Brewery development.

Lovell said the Athletic Performance Research Center would transform the region, spur innovative research, and significantly advance the missions of both Marquette and Aurora.

The center originally was to occupy 7 acres, but when the 155-room Ramada Milwaukee Downtown property and former home of Herzing University became available last year, the site grew to 12 acres.

“human performance,” including exercise physiology, athletic training, biomedical engineering, and fields involving nutrition and rehabilitation.

“This partnership is a true differentiator, bringing experts from health care, higher education and the highest level of sports together to take health science, innovation and research to the next level,” Nick Turkal, CEO of Aurora Health Care, said in a statement.

Turkal said the facility would help serve as “a catalyst in further revitalizing Milwaukee’s downtown region and be a driver for long-term positive change.”

The new facility solidifies Aurora’s commitment to the near west side, said Mike Lappin, Aurora’s chief administrative officer.

Lappin said he’s spent most of his life in Milwaukee and remembers milestones that changed the city’s landscape — buildings like the Marcus Amphitheater on the Summerfest grounds, Miller Park and the Calatrava addition to the Milwaukee Art Museum.

“These aren’t just buildings. These are

changing” asset for the city and state, he said. “A new destination.”

Marquette has had a long relationship with Aurora Health Care — specifically with its longtime neighbor, Aurora Sinai Medical Center. Aurora has provided student training and volunteer opportunities for decades.

The two also are anchor institutions of the Near West Side Partners initiative, aimed at helping to revitalize and sustain that part of Milwaukee’s business and residential corridor.

A year before announcing its $40 million for the Athletic Performance Research Center, Aurora announced it would give $10 million in one-time grants to community health centers and other organizations to improve access to primary and behavioral health care, as well as treatment and prevention programs for sexual assault and domestic violence.

The grants were in addition to Aurora’s ongoing support of other community programs, such as Aurora Walker’s Point Community Clinic and the Sexual Assault Treatment Center at Aurora Sinai Medical Center.

community in areas such as behavioral health, wellness and injury rehabilitation.

Aurora employs about 30,000 people and has 15 hospitals and about 153 clinics stretching from Kenosha to Marinette in eastern Wisconsin.

The health system has had back-to-back years of strong profits, with operating income totaling almost $1 billion. In 2014, the health system reported operating income of $503 million, more than triple the $156.8 million reported for 2013.

The sharp income gain stems partly from an increase in patients, a reduction in patients without health insurance because of the expansion of coverage through the Affordable Care Act and cost cutting, according to a presentation to bond investors in September.

MU’s growing footprint The Athletic Performance Research Center is the largest building project in Marquette’s history.

In 2010, Marquette dedicated an $85 million law school named Eckstein Hall in honor of a $51 million gift from alumni Ray and Kay

OWNED MEDIA OMC considers owned media to be any print, video and web-based products that it controls and that are unique to the university’s brand.

Examples include brochures, programs, invitations and magazines; informational and documentary-style videos; and websites and Web pages within the marquette.edu domain. From July 1, 2015 – March 1, 2016, OMC completed more than 1,000 owned media projects for the university, including Web service requests.

Impressions for July 2015 – March 2016

Print: 1,721,566 Video: 381,822 Web: 21,616,577

addressing our roads ’

collaborating for

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NON-PROFIT ORGANIZATION US POSTAGE PAID

scientific convergence

latino well - being

for dental health p . 12

marquette

Milwaukee, WI Permit No. 628

college

Diederich College of Communication

2015

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sciences

HEALTH

No. 04

2 0 1 6

SCIENCES

Marquette University Diederich College of Communication, P.O. Box 1881, Milwaukee, Wisconsin 53201-1881 USA

m ag az i n e

research

T H E

college of education

scholarship

|

innovation

2014

MASTER THE ART OF

COMMUNICATION.

|

M A G A Z I N E

O F

M A R Q U E T T E

U N I V E R S I T Y

W I N T E R 2 0 1 6

2016

Age-defying muscles?

TOTAL: 23,719,965

A distinguished interdisciplinary team aims high to improve muscle performance in aging populations.

WOMEN OF SCIENCE In any industry, culture or situation, communication is the most essential skill. A master of arts

for intellectual, artistic, professional and ethical leadership in a complex technological and multicultural world. Specialize in one of two areas: communication professions and society or digital communication strategies. Here, you will be equipped with the vision and agility to stay ahead, the ability to speak for the unheard, and the wisdom to know what to say.

Start your mastery. Learn more at marquette.edu/diederich.

M A R Q U E T T E U N I V E R S I T Y L AW S C H O O L M A G A Z I N E

These eight faculty scientists represent some of the most exciting, cutting-edge research in their fields and in the College of Health Sciences at Marquette.

Students’ life-changing field experiences — in their own words

in communication from the Diederich College of Communication immerses students in an environment that encourages risks and demands excellence. The program prepares students

SPRING 2015

JAMES FORD MURPHY GETS PERSONAL ABOUT HIS PIXAR SHORT PG. 5

THE MARQUETTE JOURNAL’S DIGITAL TURNAROUND PG. 16

MARQUETTE Catching their

NURSE SPARK

BEHIND THE CURTAIN IN THE MARQUETTE THEATRE PG. 22

C O L L E G E O F N U R S I N G M AG A Z I N E

OPUS COLLEGE OF ENGINEERING MAGAZINE 2015

2 015

Look elsewhere for apathy and boredom.

Again and again, the college helps ignite in students a passion for shaping the lives of others.

The Life of Don Neumann

Protégé Power

The Brain Explained

Before he wrote the book — literally — on kinesiology, he first had to fight for his life.

Undergraduate research prowess gives Dr. Murray Blackmore’s lab a boost.

The college may well be the only place in the world where those who qualify can come to dissect the human brain.

HSC Health Sciences Magazine 2014_2.indd 1

11/7/14 10:54 AM

A FACULTY BOOST FOR EOP | p2 A TRUSTED GUIDE ON A SENSITIVE CAMPUS ISSUE | p12 UNQUENCHABLE ALUMNA JOANNE QUICK | p14

Judge Paul J. Watford on the Birth of Federal Civil Rights Enforcement

OUT OF AFRICA

A LS O I NS I D E: Bob Scott Takes on Williston and Corbin—and Macaulay, Whitford, and Triantis Engage with Scott The Challenges Facing Catholic K–12 Education Nine Marquette Professors on Hot Issues in Sports Law

A L U M N U S S TA N D S AT T H E F R O N T L I N E S

July 2015 – March 2016

Marquette Lawyer-Spring 2015 v3.indd 1

3/19/15 9:03 PM

We are Marquette nurses: The college embraces and supports its diversity a new program for nurse

anesthetists: guardians of care pg . 02

nurturing diversity in the college and in nursing practice pg . 10

lives of influence

Culture Shift

Learning to Lead

On the Front Line

Nurturing an entrepreneurial mindset in engineering students

Proven leaders show students lessons for driving change

Robotics advances into dangerous territories

W H E N E B O L A R E A C H E S AT L A N TA

—

beyond the bedside pg . 14

ART SMART

|

JOHN NEUMEIER’S MOMENT

|

L I V I N G L’ A R C H E

PAID MEDIA Put simply, paid media are advertisements or any other publicity that is paid for. These include advertisements in print publications and on websites or other digital properties, such as e-newsletters; outdoor advertisements, including billboards and airport and train terminal signage; social media advertising on platforms such as Facebook and LinkedIn; and pay-per-click search engine advertising. OMC completed nearly 250 print and digital advertising projects from July 1, 2015 – March 1, 2016.

Impressions for July 2015 – March 2016

Digital: 14,232,224 Print: 2,773,612 Outdoor: 13,288,041 Social: 3,759,965

Marquette University’s Blue & Gold Day is an open house specially designed for sophomores and juniors starting a

Search: 916,138

SOPHOMORES AND JUNIORS —

TOTAL: 34,969,980

GET YOUR BLUE & GOLD ON.

college search. You and your parents will learn how to conduct a successful search, tips on writing college applications and essays, and how to choose a major.

You’ll also learn more about Marquette, a Catholic, Jesuit university located near downtown Milwaukee, where you’ll learn to Be The Difference.

Wear any color, but don’t miss Blue & Gold Day.

Blue & Gold Day April 16, 2016 9:45 a.m.

Sign up today at marquette.edu/explore.

Hurry, space is limited.

If you can’t attend the open house, plan a visit to Marquette at marquette.edu/explore.

July 2015 – March 2016

SOCIAL MEDIA Social media comprise websites and applications that enable users to create and share content or to participate in social networking. OMC tracks 20 Facebook and 42 Twitter profiles affiliated with the university, which includes those it actively manages or provides regular ongoing counsel on, as well as Athletics accounts and high-profile individual accounts, such as President Lovell’s and Coach Wojciechowski’s.

Impressions for July 2015 – March 2016

OMC-managed accounts: 99,596,900 All university-affiliated accounts: 230,962,760 OMC-managed accounts stats: 264,053 interactions with 227,257 unique users Received 254,548 incoming messages; sent 7,281 Gained 10,762 new Twitter followers Gained 7,290 new Facebook Fans July 2015 – March 2016

MArqUETTE UnivErSiTY PoliCE And PUbliC SAFETY idEnTiTY

PoliCE PriMArY

CREATIVE SAMPLES Two Color

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

Such materials include brand image and call-to-action advertisements, brand

onE Color – blUE

onE Color – blACk

rEvErSE

onE Color – blUE

onE Color – blACk

rEvErSE

SECondArY

Two Color

PUbliC SAFETY PriMArY

identification and signage, marketing collateral pieces (e.g., banners, posters, fliers and postcards), photography, and digital and video pieces.

Two Color

onE Color – blUE

onE Color – blACk

rEvErSE

onE Color – blUE

onE Color – blACk

rEvErSE

SECondArY

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

Two Color

CAMPUS SAFETY PriMArY

Two Color

Call-to-action advertising — Transfer ads to support enrollment strategy

onE Color – blUE

YOU HAVE A GREAT START AT MATC.

Marquette University Public Safety Logo / Apparel / Vehicles

FINISH STRONG.

onE Color – blACk

Transfer to Marquette.

WE HAVE A GUY FOR YOU. TALK TO ADAM.

01

19 May 2015

MARQUETTE

CAMPUS SAFETY PUBLIC

POLICE

MARQUETTE

UNIVERSITY

SAFETY

MARQUETTE

UNIVERSITY

WANT TO TALK ABOUT TRANSFERRING?

rEvErSE

UNIVERSITY

TRANSFER TO MARQUETTE.

You’re off to a great start, but you need to make the right move to finish strong. Adam will personally answer your questions, help you with the transfer process and even schedule a visit.

From the first time you contact us until you graduate, you’ll get the attention, service and experience you need to earn your degree.

2 MARQUETTE UNIVERSITY

name — we’re like that around here.

Adam: 414.288.6953 adam.stout@marquette.edu

Application deadline is December 1. marquette.edu/transfer

07

(414) 288-6363 POLICE

So contact Adam about transferring. And, please, use his first

MARQUETTE UNIVERSITY

POLICE

288-6800

PUBLIC SAFETY

20

MARQUETTE UNIVERSITY

CAMPUS SAFETY

EXCELLENCE, FAITH LEADERSHIP & SERVICE MARQUETTE UNIVERSITY

288-6363

Apply today.

Start next semster. marquette.edu/transfer

Brand identification — New MUPD logos for uniforms, vehicles and signage

20

Brand image advertising — Billboard located inside Milwaukee’s General Mitchell International Airport

Digital and video pieces — Marquette University’s interactive Christmas card

Photography — Images captured to convey Marquette’s brand essence in print and online

WHAT’S NEXT IS WHAT’S HAPPENING NOW Innovations amplify reach, improve engagement With an ever-shifting media landscape, a crowded marketplace and new technologies emerging daily, OMC must be nimble, creative and unafraid to use innovative approaches to telling the Marquette story.

These are just a few of the ways in which OMC has innovated to amplify the university’s reach and improve engagement:

No reporter? No problem.

In fall 2015 OMC piloted TVU, a portable live broadcasting system that allows organizations to self-produce television feeds and syndicate to associated broadcast networks. TVU was used to syndicate on-site interviews with university leadership and students from Washington, D.C., during Pope Francis’ historic visit. The associated coverage contributed significantly to the 153 media stories that reached 15.1 million viewers and readers, garnering stories from outlets that otherwise would not have covered Marquette’s involvement at the event.

The stuff of science fiction OMC integrated virtual-reality video, lenticular printing and near field communication as part of the spring yield campaign. Virtual-reality video involves immersive video scenes that play in 3D around the viewer. Such experiences are optimal when viewed through a special headset or 3D device, such as Oculus, but can also be seen on an average smartphone.

Lenticular printing provides a moving optical illusion on a printed card, with images appearing to change state when seen from different perspectives.

It has a texture and an impact that stands out from standard, glossy direct-mail brochures. Near field communication pairs mobile phones with environmental graphics, allowing users to wave a phone over a sign and open a website or app for more details. OMC piloted this technology on an environmental board installed at General Mitchell International Airport.

Make it snappy Snapchat isn’t just an app for teens to share pictures. It’s among the fastest growing social media platforms and the next major wave of mobile engagement for higher education. To that end, OMC more than doubled the time and resources allocated for this application, and is capitalizing on a new Snapchat innovation by collaborating with Admissions to pilot Marquette branded “geofilters” to better engage prospective students while on campus.

MARKS OF EXCELLENCE The Office of Marketing and Communication was recently lauded by the Council for Advancement and Support of Education: CASE Gold Award for best overall video feature for the Hitting the ground running, produced for President Michael R. Lovell’s inauguration CASE Gold Award for best video commercial/PSA for the university’s Ignite television commercial CASE Gold Award for excellence in special events or series for Ignited in Faith.

Alive in inquiry. Forward in service. The inauguration of Dr. Michael R. Lovell

Office of Marketing and Communication Zilber Hall, Suite 235