Strategic Communications Plan for Arrupe College

Achievable. Accessible. Affordable.

INTRODUCTION

Arrupe College of Loyola University Chicago is truly a treasure. Using an innovative approach to higher education, Arrupe provides students an opportunity to earn more than a degree, it offers a rigorous liberal arts education in the Jesuit tradition that will help them to grow intellectually, morally, and spiritually. Serving talented, diverse students from across Chicago who are seeking an affordable college option, Arrupe's efficient and sustainable model helps students from historically underrepresented groups earn an associate's degree in Liberal Arts, Business, or Social and Behavioral Sciences—in two years, and with little to no debt. Plus, Arrupe offers holistic support services: from a meal program that provides breakfast and lunch to personal, one-on-one advising on everything from financial aid to choosing a program of study. The program enables students to transfer to a baccalaureate college by a series of deliberate and well-scripted experiences that are designed to be both curricular and characterbuilding. With a degree from Arrupe, students move on to further higher education, bachelor's degrees, and meaningful employment.

Seeking to elevate the school's reputation and visibility as a leader for making higher education affordable, accessible, and achievable, along with increasing the applicant pool through a more "discoverable" process, a complete evaluation of messaging assets and marketing practices was conducted to create a strategic marketing plan for Arrupe. The evaluation elements shared in this report includes a situational analysis of priority programs and an evaluation of communication channels. This is followed by a collection of carefully constructed messaging guidelines to streamline communication efforts for the school. Finally, a roster of strategies based on the school’s most pressing needs as articulated by Dean and Executive Director of Arrupe College, Fr. Tom Neitzke, is provided. These strategies are coupled with specific tactics to satisfy these needs. The messaging, strategies, and tactics provided in this report are based on current best practices, are in alignment with protocols and provisions of Loyola’s University Marketing and Communication Department, and have been specified expressly for Arrupe College.

EVALUATION

A series of evaluations were used to analyze and understand the state, pattern, and quality of communication efforts to date.

Situation Analysis

Brief SWOT analysis and context around communications. Includes a list of priority academic programs identified by the school and priority academic programs identified by Enrollment Management. in the chart below:

Strengths Weaknesses

1.Earlier Admission season and FA deadlines:

• Admit letters Dec – Jan

• FA Packet Mar – May

• Slate notifies students via email to access their admit portal and view decision and FA information

2.Strong existing relationshipwithlocal HS counselors and CBOs.

3.LUC allows access to Slate applicants and pushes prospects throughthe “Arrupe Referral Bin.”

4.New Partnerships

• MatchCollege

• HOPE Chicago

Opportunities

1.OneGoal (college access program)

2.KIPP – Future

3.Create an Admission Ambassadors program for peer-to-peer relationship building.

4.Potential Alumni Merit Program?

5.Create a "By the Numbers” info graph for cost/ benefits clarity.

6.Obtain a CEEB code for prospective students to send test scores to Arrupe (rather than LUC) and for tracking ROI.

7.Buildingout communicationsandmarketing infrastructure. audiences

1.Dual admits (LUC and AC)

• Lack of application portal clarity (View in Slate only)

• Mixed messages from LUC/AC

2.Not easily discoverable and weak/confusing wording on LUC website: PROPOSED VERBIAGE CHANGES ON LUC PAGES.docx

3.Lack of awareness in the Chicago Area and LUC (word of mouth and relationships).

4.No independent presence on 3rd party college search websites:

• Niche

• CollegeBoard

• College Confidential

• Cappex

• US News & World Report

• The Princeton Review

5.No recruitment focused social media accounts (all general).

6.Limited recruitment materials.

Threats

1.Losing qualifiedcandidatestoLUC due to confusing application process.

2.Lack of applicantsfromthe HOPEChicago initiative (they only apply to LUC).

3.Strong competitors in the Chicago area.

4.Erosionoftrust in the African-American community.

Priority Programs

Priority academic programs identified by the school and Enrollment Management are as follows:

• A.A. in Liberal Arts

• A.A. in Social and Behavioral Sciences

• A.A. in Business Administration

• A.A. in Liberal Arts + B.S.Ed. in Bilingual/Bicultural Education

• A.A. in Social and Behavioral Sciences + B.S. in Nursing

Audit of Communication Channels

A spreadsheet detailing all of the School of Communication’s communication channels can be found linked here: Arrupe College Communication Channels

MESSAGING

A series of evaluations were used to analyze and understand the state, standing, and quality of communication efforts to date. View the full catalog can be found here: Arrupe Messaging

Key School Distinctions

Mission Statement:

Arrupe College is a two-year college of Loyola University Chicago that continues the Jesuit tradition of offering a rigorous liberal arts education to a diverse population, many of whom are the first in their family to pursue higher education.

Using an innovative model that ensures affordability while providing care for the whole person —intellectually, morally, and spiritually—Arrupe prepares its graduates to continue on to a bachelor’s program or move into meaningful employment. Heeding the call of its namesake, renowned Jesuit leader Pedro Arrupe, S.J., the college inspires its students to strive for excellence, work for justice, and become “persons for others.”

Recruitment Messages

1. College reimagined, for you.

2. Designed for success. Arrupe features small class sizes, individual attention, and ongoing academic advising.

3. Learning together. The freshman seminar course helps you acclimate to college life and make long-lasting friends in a supportive, interactive environment.

4. Experience a culture of community. Arrupe College of Loyola University Chicago offers a strong foundation for the start of your four-year college experience. At Arrupe, you’ll earn your associate’s degree at a much lower cost than you’d think. You’ll work closely with your instructors and take classes with like-minded classmates. At its core, Arrupe is a supportive community of learners committed to helping each other succeed in and beyond the classroom.

5. A future within reach. Arrupe College is built on the Jesuit, Catholic ideals of academic excellence, educating men and women to make a positive impact in the world.

Branding Messages

ACHIEVABLE.

Arrupe is an intensive program designed to build critical thinkers and disciplined leaders. A strong candidate graduates high school with a 2.5 GPA and completes an in-person interview at Arrupe College. Students who complete the program graduate with an associate's degree. These 62 credit hours are transferable to most Illinois institutions and many out-of-state colleges and universities.

ACCESSIBLE.

The educational experience includes extensive one-on-one contact with experienced, full-time faculty. Faculty and staff receive specialized training to ensure that all members of the Arrupe community share common goals and values. As students of a college within a renowned four-year university, Arrupe students gain access to academic and social resources at Loyola's centrally located Water Tower Campus and beautiful Lake Shore Campus.

AFFORDABLE.

All students receive maximum student aid based on the results of their Free Application for Federal Student Aid (FAFSA). It is expected that at least 76 percent of students will carry no debt after completion of the program. To ensure financial literacy, counselors will advise families about college costs, available grants, and scholarships prior to enrollment. Plus, all Arrupe students receive a laptop for their studies, and have access to a meal program for breakfast and lunch on campus every day.

Audiances

External audiences:

• Prospective students and families

• High school counselors and CBOs

• Alumni (Arrupe and Loyola)

• Current and potential donors

• Potential faculty and staff recruits

• Students, faculty, and staff at peer institutions

• Current and prospective business partners

Internal audiences:

• Current Arrupe and Loyola students

• Arrupe faculty and staff

• Loyola faculty and staff

COMMUNICATION PLAN

A series of evaluations were used to analyze and understand the state, standing, and quality of communication efforts to date.

Communications Objectives

Strategic communication objectives:

• Elevate the school’s reputation and visibility on college search platforms and within LUC, as well as among local high school counselors, non-profit, community, and religious organizations.

• Position Arrupe College as a leader for making higher education affordable, accessible, and achievable for students who have been historically underrepresented due to race or socioeconomic status at a local level.

• Support admission recruiting to increase applicant pool, particularly among AfricanAmerican students.

Strategies and Tactics

The communications effort will pursue the following main strategies and tactics in support of the strategic communications objectives:

Strategy 1: Increase the “discover-ability” of Arrupe and application process

Tactic: Website |

• Work with UMC and other LUC departments to implement wording changes throughout LUC pages, allowing prospective students to “discover” Arrupe easily

• Audit all pages to streamline Arrupe pages to increase the successful receipt of applicants to Arrupe, rather than LUC, and differentiate navigation and messaging to better target prospective vs. current students

• Assist to obtain a CEEB code to ensure applicants are sending information to Arrupe (not LUC) and better track outcomes

• Collaborate with EMM to possibly add a “Stop” for Arrupe on YouVisit virtual tour

Tactic: Social Media |

• Ceation of content calendar coinciding with efforts by OSS, OAA and Admission to raise awareness and reputation of Arrupe by highlight current students and alumni

• Amplify efforts by Admission regarding application and deposit deadlines with strong Call to Action (CTA) and links to such on social media

• Assist in targeted efforts to recruit prospective students, specifically those eligible through HOPE Chicago, and clarify applying to Arrupe vs. LUC

October 14, 2022

Strategy 2: Amplify current marketing messages: ACHIEVABLE. ACCESSIBLE. AFFORDABLE.

Tactic: Website |

• Audit all pages to identify areas where messaging can become stronger and clearer, and amplify real-life examples of how Arrupe is AAA

• Collaborate with OSS, OAA, and Admission to develop outcomes and Fast Facts/ By the Numbers sections on Arrupe website

• Assist Admission to create and launch Admission Ambassadors profiles page

Tactic: Social Media |

• Identify content to increase engagement with alumni and current/ prospective donors to support engagement and fundraising efforts

• Create campaigns to highlight each of the messaging areas through storytelling/ real-life examples (current students, Admission Ambassadors, alumni, faculty, staff, donors)

• Promote upcoming events that are relevant to current/future students, alumni, business partners, and the greater Chicago community

Tactic: Recruitment Materials |

• Collaborate with OSS, OAA, and Admission on the development templates (horizontal/vertical flyers, postcards, social posts, etc.) to promote and highlight student success, alumni outcomes, and Fast Facts/ By the Numbers

• Support recruitment efforts by developing “personas” for prospective students to relate to their own experiences and goals

Strategy 3: Develop marketinginitiative to provide pathways to success “the Arrupe difference”

Tactic: Social Media |

• Highlight current students, faculty, student services/and alumni activities

• Create content to be shared on existing social channels (OSS, OAA)

• Partner with HOPE Chicago to inform prospective students about the difference between applying to Arrupe vs. LUC

Tactic: Recruitment Materials |

• Fact sheet for Admission: “How to Apply” flyer and/or “Do’s and Don’ts” for applying, including corresponding social posts

• OSS brochure and restructure webpages: Student organizations, internships

• Provide branded templates for general purpose use (UMC to develop): Horizontal and vertical flyers, postcards, newsletters, social media/digital content of all sizes

EVALUATION:

• Utilize KPI data from SiteImprove to identify areas of increased activity and engagement

• Track social activity (likes, shares, comments, views, etc.) through SproutSocial

• Meet on a monthly basis with Admission, Alumni, and Advancement colleagues to review successful engagement resulting from efforts outlined above