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