Fy15 im plan 10 2 14

SANTA CLARA UNIVERSITY

FY’15 INTEGRATED MARKETING COMMUNICATIONS PLAN

Office of Marketing and Communications

October 2, 2014

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FY’14 INTEGRATED MARKETING COMMUNICATIONS PLAN Table of Contents BRAND HEIRARCHY

SCU Brand Strategy

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Key Success Factors

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Core Attributes and Descriptors: • Academic Excellence • Jesuit Philosophy • Ideal Location • Engaged Community

Pages 5 - 7

Brand Personality/Image

Page 8

Mission, Vision, Values

Pages 9 - 10

Integrated Marketing Communications Plan by Priority Objective: 1. Increase SCU Visibility and Enhance Reputation

Pages 11 - 25

2. Prepare for Comprehensive Campaign

Pages 26 - 38

3. Support Enrollment Services Success

Pages 40 - 44

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FY’14 SCU BRAND STRATEGY SCU Vision - Santa Clara University will educate citizens and leaders of competence, conscience, and compassion and cultivate knowledge and faith to build a more humane, just, and sustainable world

SCU Core Attributes - SCU will be known for: Academic Excellence Jesuit Philosophy Engaged Community • Ideal Location • • •

SCU Strategic Priorities: • • • • •

Excellence in Jesuit education Engagement with Silicon Valley Global understanding and Engagement Justice and Sustainability Academic Community

OMC FY’14 Goals - our focus will be to: Increase visibility and awareness of Santa Clara University (Brand Presence) Build understanding of SCU’s distinctive core attributes and strategic priorities Generate appreciation for SCU’s contributions and commitment to excellence • Create preference for SCU (apply; matriculate; participate; support) • • •

OMC FY’14 Priority Objectives - our resources and efforts will: Increase SCU Visibility and Enhance Reputation • Prepare Key Audiences for the Comprehensive Campaign • Support Enrollment Services Success •

FY’14 Key Outcomes - OMC’s activities will benefit SCU by: • • •

Expanding SCU’s visibility and enhancing its reputation Attracting top students to apply and matriculate Encouraging participation and investment from alumni and donors

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KEY SUCCESS FACTORS - we will know we’re successful when we have • Higher student selectivity (undergraduate): § § § §

SAT/ACT GPA/Class Rank Acceptance rate; yield Diversity

• Increased local, regional and national media coverage: § § §

SJ Mercury News; SFO Chronicle NY Times; Wash. Post; Chron. of Higher Ed; Chris. Science Mon. TV/Radio

• Among the top 100 highest endowed universities in the US: § §

$$$ per student National rank

• Increased Alumni participation and donations: § § §

Hold undergraduate alumni giving participation to 25% SC Fund giving increase to $2.25M Achievement of campaign fundraising goals for year

• Improved rankings: § § §

US News and World Forbes Kiplinger/Business Week

• Greater recognition for distinctive programs; accomplishments: § § § § § § § § § § § §

Undergraduate excellence – core curriculum; personal growth Rankings – US News; Forbes; Kiplinger’s; PayScale; NSSE Engineering - Capstones; Frugal Innovation; Solar Decathlon Law - International Law; Intellectual Property; Centers Business - Executive MBA; Part-Time MBA; CIE Jesuit School of Theology; Pastoral Ministries; Hispanic Institute Education – Blended Learning; Masters Programs Centers of Distinction - Ethics; CSTS; GSBI; Ignatian; Bannan Undergraduate Research; Internships; Career Placement Community Based Learning; Immersions Campus Ministry; Spirituality CASE and JAA Awards for Marketing and Communications

• Stronger awareness of core attributes and distinctive qualities: § § § § § § § § §

Academic excellence Ideal location Engaged campus community Jesuit philosophy; education of the whole person Undergraduate research opportunities Values-based education; ethics Silicon Valley internship; career opportunities Freshman Retention (93%) and graduation (85%) rates Vision- build a more just, humane, and sustainable world

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SCU CORE ATTRIBUTES AND DESCRIPTORS Academic Excellence - the main factor in determining the stature and reputation of a university; primary decision criteria for prospective students and parents; a major motivator for encouraging investment from donors; research indicates this is where SCU needs to place emphasis: A. Academic Quality and Positive Outcomes: • Professors are both active scholars and teachers • Highly selective, high achieving student body • Challenging academic environment and curriculum • Modern facilities, classrooms and laboratories • Global focus; study abroad opportunities • Grads have good job opportunities • Grads advance to top graduate/professional schools • Prominent alumni B. Reputation/Image: • Nationally recognized • Educational philosophy informed by 450 year old Jesuit tradition • Rankings by US News and World Report: - #2 University in West - Comprehensive Universities (21 years) - 86% graduation rate #2 in U.S. - Comprehensive Universities - 94% freshman retention #1 in U.S. Comprehensive Universities - SCU featured among “Great Schools at Great Prices” - School of Engineering - #10 in U.S. Undergraduate Programs - Leavey School of Business - #58 in US - School of Law - ranked #96 among top schools in U.S. • SJ Business Journal ranks SCU #3 as “Best Places to Work” in Bay Area • Pay Scale report ranks SCU graduates average salary # 18 in US • Princeton Review lists SCU among top 381 U.S. Universities • Forbes “Best U.S. Colleges” Undergraduate ranks SCU as #72 in U.S. • Kiplinger Magazine ranks SCU as #33 “Best Value in US Private Universities • Business Week ranks Leavey School of Business Part-time MBA as # 24 in U.S. and the Executive MBA as # 19 in the U.S. C. Student-Centered Education: • Access to professors in and out of class • 100% of classes taught by faculty • Broad range of majors and minors • Focus on education of the whole person • Residential Learning Communities - inclusive in and out of class learning • Undergraduate research and internship opportunities • Fun social environment - nearly 100 student clubs and activities

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Ideal Location/Opportunities - SCU is ideally located in the San Francisco Bay Area on a historic mission campus in the heart of Silicon Valley with access to a virtually unlimited array of educational, cultural, social, recreational, and career opportunities: • • • • • • •

Silicon Valley access to internship and career opportunities with some of the largest and most successful companies in the U.S. World-renowned center of innovation, entrepreneurship, and technology.

Broad range of community-based learning opportunities with diverse populations representing several ethnic communities.

San Francisco access to cultural, artistic, social, educational and recreational opportunities including theater, art, music, dance, and professional sports.

Bay Area/Recreation Opportunities - accessible to ocean, mountains, valleys, including Yosemite, Lake Tahoe, Napa Valley, Point Reyes, Monterrey Peninsula Beautiful campus with Mission architecture, lush gardens and modern facilities.

Desirable climate; abundant sunshine.

Jesuit Philosophy - SCU’s distinct educational approach is informed by its 450 year old Jesuit tradition. To familiarize prospective students and parents with the Jesuit educational philosophy, we provide expressions of Jesuit values, as these are widely appreciated and provide a basis for understanding the distinctiveness and benefits of a Jesuit education: • • • • • • • • • • • •

An education of the whole person - body, mind and spirit.

Emphasis on development of critical thinking skills.

Promoting an integrated education with a focus on ethics.

A values-based, humanistic educational curriculum.

Encouraging excellence with consideration for the common good.

Developing global citizens through an inclusive education.

Welcoming and celebrating diversity.

Seeking the service of faith and the promotion of justice.

Educating leaders and citizens who will build a more just, humane and sustainable world.

Magis - to do more; to do better; to go beyond.

One of 28 Jesuit Colleges in the U.S. Part of a world-wide network of over 100 Jesuit Colleges.

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Engaged Community - our vibrant and inclusive campus community contributes to an exceptional quality of life that provides SCU with a major point of differentiation from other schools (validated by strong Freshman Retention Rate and Graduation Rate). SCU distinctly combines a high achieving scholarly community within a nurturing environment that fosters personal development and growth: • • • • • • • • • • • • • • •

Highly developed Residential Learning Communities (9).

Broad range of student activities and clubs (over 100 organizations).

Diverse student body.

Integration of in and out of class learning.

Three Centers of Distinction with integrated learning opportunities.

Comprehensive student services program to assist learning and social growth.

Frequent lectures from well-known authors; civic leaders and activists.

Access to vast educational, cultural and social opportunities.

Accomplished arts, music and dance community.

Active alumni network; career and social opportunities.

Exceptional recreational facilities.

Division 1 athletics in West Coast Conference.

Numerous Club Teams and Intramural programs.

Stunning 106 acre campus with modern facilities and housing.

Mission architecture; beautiful landscaping/grounds.

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SCU BRAND PERSONALITY - IMAGE: Engaged - Committed: • • • • •

Active Passionate Spirited Energetic Community-oriented

Leaders - Confident: • • • • •

Motivated Ambitious Entrepreneurial Idealistic Passionate

Intelligent - Bright: • • • • •

Smart Competent Innovative Creative Accomplished

Ethical - Caring: • • • • •

Values-oriented Reflective Conscious Responsive Spiritual

Inclusive - Welcoming: • • • • •

Friendly Compassionate Culturally Aware Diverse Global

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Vision, Mission, and Fundamental Values VISION Santa Clara University will educate citizens and leaders of competence, conscience, and compassion and cultivate knowledge and faith to build a more humane, just, and sustainable world

MISSION The University pursues its vision by creating an academic community that educates the whole person within the Jesuit, Catholic tradition, making student learning our central focus, continuously improving our curriculum and co-curriculum, strengthening our scholarship and creative work, and serving the communities of which we are a part in Silicon Valley and around the world.

FUNDAMENTAL VALUES The University is committed to these core values, which guide us in carrying out our mission and realizing our vision: Academic Excellence. We seek an uncompromising standard of excellence In teaching, learning, creativity, and scholarship within and across disciplines.

Search for Truth and Goodness. We prize scholarship and creative work that advance human understanding, improve teaching and learning, and add to the betterment of society by illuminating the most significant problems of the day and exploring the enduring mysteries of life. In this search, our commitment to academic freedom is unwavering.

Engaged Learning. We strive to integrate academic reflection and direct experience in the classroom and the community, especially to understand and improve the lives of those with the least education, power, and wealth.

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Commitment to Students. As teachers and scholars, mentors and facilitators, we endeavor to educate the whole person. We nurture and challenge students -- intellectually, spiritually, aesthetically, morally, and socially - preparing them for leadership and service to the common good in their professional, civic, and personal lives.

Service to Others. We promote throughout the University a culture of service -- service not only to those who study and work at Santa Clara but also to society in general and to its most disadvantaged members as we work with and for others to build a more humane, just, faith-filled, and sustainable world.

Community and Diversity. We cherish our diverse and inclusive community of students, faculty, staff, administrators, and alumni, a community that is enriched by people of different backgrounds, respectful of the dignity of all its members, enlivened by open communication, and caring and just toward others.

Jesuit Distinctiveness. We treasure our Jesuit heritage and tradition, which incorporates all of these core values. This tradition gives expression to our Jesuit educational mission and Catholic identity while also welcoming and respecting other religious and philosophical traditions, promoting the dialogue between faith and culture, and valuing opportunities to deepen religious beliefs.

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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 • • • • •

A. SCU Brand Management Leadership Purpose – Provide direction and leadership in the development, articulation, and presentation of SCU’s brand positioning, image, and graphic identity to assure an effective, compelling, and consistent delivery of University messaging.

Objectives: • Build understanding and support for an integrated marketing and communications strategy and brand presentation across units and audiences.

• Generate feedback from across SCU regarding communications needs and issues • Enhance marketing efficiencies and brand messaging consistency.

Major Activities: • Convene committees involving key SCU communicators and other key campus groups to build an effective brand communications and integrated marketing platform.

• SCUCom • WebCom • Enrollment Marketing Team • Admitted Student Task Force • Trustee Marketing Sub-Committee • Santa Clara Magazine Advisory Group • Advisory Group for President’s Speaker Series • Social Media Group • Web Administrators Metrics: • Regular meetings during school year • Steady participation

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B. SCU Brand Standards, Guidelines, and Templates: Purpose – Develop communications vehicles; brand messaging platforms and University information sources for communicators to enable an integrated and effective marketing effort.

Objectives: • Provide SCU communicators with standards and guidelines to promote easy access to communications tools and assist effort to present a consistent and coherent brand image and graphic identity to key audiences across media.

• Provide tools to campus community to enable them to become self-reliant and function more effectively.

• Update University style guidelines for Web and editorial usage; post to OMC site with other guidelines (visual, brand, design) and communicate its availability.

• Conduct effective internal marketing to enhance internal understanding, appreciation and collaboration.

Major Activities: SCU Brand Identity Management: • Brand Strategy/Key Messaging Tool Kit: - Core Attributes - Key Descriptors - Brand Personality • Print Communications: - Editorial Guidelines - Graphic Standards and Guidelines - Templates - SCU Style Guide - Photography - Production Planning • Web and Electronic Communications: - CMS Management and Training - scu.edu Website Graphic Standards, Guidelines, and Templates - Home Page Management of Top Level sites - SCU in the News - Web Publishing Sub Site - Web Page Templates - E-Communications Standards and Guidelines - E-Communications Templates - Video and interactive features • Workshops on editorial guidelines, Web writing, Google Analytics, etc.

Metrics: • Consistent use of brand identity elements • Positive feedback from campus participants and external audiences 12 | P a g e

C. SCU Brand Information Tools and Reference Information: Purpose – Develop communications vehicles; brand messaging platforms & information resources for communicators to enable integrated and effective marketing effort.

Objectives: • Provide SCU communicators with up-to-date information and key messaging elements to assist communications efforts and ensure accurate and consistent transfer of information across audiences and media.

• Provide tools to campus community to enable them to function more effectively.

Major Activities: • Generate key information documents and tools on website: - “SCU at a glance” Website - SCU “Points of Excellence” - SCU “Rankings and Recognition” - NSSE results - Survey of Recent Graduates • Publish important reference publications: - Facts brochure - Campus map - Printed Faculty/Staff Telephone Directory • Commencement Brochures – undergraduate, graduate, and professional • Update and organize data and information in coherent, user-friendly formats to provide consistent, easy to use reference sites for all SCU communicators • Administer and communicate the Survey of Recent Graduates, Class of 2013.

• Writing for the Web and Google Analytics workshops • Audit and update key OMC-owned sites on home page – key audiences; areas.

Metrics - On time, on budget delivery of key deliverables

D. Mobile Communications: Purpose – provide direction and leadership in the development, articulation and presentation of SCU’s brand image and graphic identity across the internet and digital media to assure an effective, compelling and consistent mobile delivery of SCU’s positioning, image, and messaging.

Objectives: • Build understanding and support for an integrated marketing and communications strategy and brand presentation for mobile communications across units and audiences • Enhance mobile brand messaging consistency Metrics: • Increase number of mobile visitors to scu.edu: external and internal (5%) 13 | P a g e

E. scu.edu Web site Management: Purpose - Manage top level of scu.edu to assure effective and consistent presentation of SCU core attributes, key messages, and brand imagery Major Activities: • SCU Experience • News and Events • Press Releases • Directory Page Management • Subject Category Sites: - About SCU - Admission - Academics - On Campus - New and Information - Alumni • Major Audience Portal Management: - Prospective Students - Current Students - Alumni - Faculty and Staff - Visitors

F. Content Management System Support and Training: Purpose – educate, train, and support Web Administrators across campus in use of the University Content Management System to assure active and effective use of scu.edu.

Major Activities - CommonSpot: • Monthly Website Administrators meetings and training • Workshops • Support/Open labs • Consultations • Design • Google analytics • Traffic pattern analysis Metrics: • Participation at monthly training and open labs • Consistent use of SCU identity elements and template pages • Active updates and use of system

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G. www.scu.edu Redesign Purpose - develop and implement a new strategic redesign, content development, and management plan for the University’s website required to help accomplish SCU’s brand positioning and image goals as reflected in the recently developed Strategic Goal 6.

Objectives: • Support the University’s ambitious positioning and brand goals by introducing a redesign of SCU’s seven-year old website that projects an image of SCU as both in and of Silicon Valley—as an elemental component of the valley’s innovative and entrepreneurial character—while also showcasing the University’s Jesuit, Catholic values that help create a just and sustainable world.

• Maximize the use of contemporary, engaging content and design delivered through current Web technologies to create a user experience that communicates the University’s core attributes, most distinctive features, and unique brand in a consistent and compelling manner across top-level and lower-level webpages • Create the associated user experience required to meet the expectations and information needs of key audiences and the University itself.

• Upgrade scu.edu to meet the higher technological expectations of visitors to our site, including: - mobile computing - social media - interactive features - fewer bandwidth limitations - advances in Web technologies - best practices in Internet communications and customer expectations Major Activities: • Web Audit – Internal - review Google analytic reports - engage in discussions with our IT and Media Services departments - survey SCU department Web administrators and publishers - conduct group and one-on-one conversations with our SCU Web Communicators Advisory Group • Needs Assessment and Project Plan: - Key issues - Technical requirements - Competitive assessment - Best practices research - Staffing needs - Resource requirements - Timing - Budget

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Key Issues: 1. Information Architecture 2. User Interface/User Experience (UI/UX) 3. Intranet 4. Mobile and Cloud Computing 5. Social Media 6. Content Development/Management Strategies 7. Analytical analysis and improvements 8. Accessibility Web Redesign Process Research – AJCU Universities Conduct extensive interviews with five AJCU institutions to evaluate their recent experience and learn about their process, assessment, research, staffing, budget, content development, and management: • Loyola Chicago • Loyola Maryland • University of San Francisco • Regis University • Seattle University Competitive Assessment: Best Practices – U.S. Colleges and Universities Study the user interface/user experience approaches used by leading university websites to observe industry standards and best practices: • University of Notre Dame • Johns Hopkins • Regis University • Boston University • Loyola Chicago • Loyola Maryland • Regis University

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H. President’s Speaker Series Objectives: • Enhance SCU’s reputation as a leader and convener of current intellectual discourse.

• Bring new, influential audiences in contact with SCU. • Bring the University community together.

• Provide intellectually exciting events for the University’s community.

Key Audiences: • Donors and potential donors • Alumni • Influencers and opinion leaders • Campus constituents: students, faculty, staff Major Activities: • Develop and conduct marketing campaign for 2014–15 series: § Draft text of marketing brochure completed – July 2014 § Website with ticket sales launched – July 2014 § Brochures printed and mailed – August 2014 • Conduct internal communication: fyi, e-mails, etc.

• Provide support for event, including scripting, arranging for introductions, etc.

• Develop and maintain website (www.scu.edu/speakerseries).

• Work with Center of Performing Arts to raise the visibility of cultural and artistic events on campus.

• Develop and use podcasts to market series ahead of time as well as record presentations themselves. Investigate video podcasting.

• More closely align speakers’ slates with significant authors’ book-marketing schedules to save money on honoraria.

• Partner with other groups such as the Silicon Valley Commonwealth Club to widen speaker selection, save money, and solidify SCU’s relationships with important regional groups such as the Santa Clara Arts Council.

• Work with Advisory Group to select and invite speakers for 2015–16 series: Metrics: • Consistent sell-outs and overflow crowds • Patron evaluations remain highly favorable; overall rating will average 4.5

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I. National Media Relations Program Purpose – advance the long-term objectives of SCU through proactive media relations, social media, internal communications, and information dissemination program that builds the image and reputation of the University across key audiences and media Goals: • Lead, manage and implement campus-wide national and regional media relations campaign • Manage national media relations program and get national media coverage for SCU’s Centers of distinction, School of law and School of business, admissions, faculty and student programs • Identify research, develop, and pitch stories highlighting Santa Clara University people, programs and mission.

Beats: • Deepa: President’s Office, Admissions, Development • Deborah: Business School, Law School, Religious Studies, Jesuit and Catholic Publications, CSTS and Ignatian Center • Marika: School of Engineering, College of Arts and Science, Sustainability, Markkula Center Overall Objectives: • Increase visibility, awareness and appreciation of Santa Clara University • Build understanding of SCU’s distinctive core attributes and qualities through news media coverage of distinctive faculty, staff, alumni, students, and programs • Support president’s office with strategic communications; crisis communications • Create and implement campus-wide media relations plans and initiatives • Manage national media relations program and get national media coverage for Centers of Distinction, Schools of Law, Business, Education, Theology, and Arts and Sciences, Admissions, Faculty, and Student Programs Primary Audiences: • General Public • Alumni, Donors • Key Influencers Secondary Audiences: • Faculty &Staff • Prospective Students &Parents

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Tactics - National Media Relations Campaign: • Proactive faculty outreach on a regular basis to stay connected with new programs, classes, and activities.

• Proactive reporter outreach on a regular basis to pitch stories, stay connected with media shifts and changes in beats and coverage • Proactive and reactive outreach with local news media for coverage of significant news stories.

• Cultivate and place Op-Ed/commentary newspaper pieces conveying faculty expertise.

• Develop headlines for SCU home Page • Communicate faculty and student success and research stories in print via news releases, web releases, FYI stories.

• Identify SCU Faculty “stars” and communicate their research to news media • Work with campus partners to identify and frame stories to reflect the University’s mission • Publicize stories about University faculty, staff, and student accomplishments and institutional priorities • Provide public relations support and counsel to colleges and units, including developing communications plans and messages • Help reporters find faculty sources and manage media requests • Provide news story content through written and multimedia formats • Write and distribute press releases on behalf of the administration and departmental units Special Projects • Op-ed workshop – fall • Op-ed workshop – winter • Media Reception for faculty and staff - Spring Metric: X % increase in analytics Supports #1 Increase SCU visibility and enhance reputation Supports #2 Prepare key audiences for the capital campaign

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J. Social Media Goals: • Use social media to engage with key stakeholders, increase visibility and enhance the reputation of Santa Clara University.

• Support university stakeholders (faculty, staff and students) who are interested in entering into the social media space.

Tactics: • Produce, curate, and publish high quality, platform-appropriate content that emphasizes the university’s strategic priorities.

• Invest in five main social networks - Facebook, Twitter, YouTube, Instagram, and Pinterest; each addresses a specific and diverse subset of SCU’s audience.

Facebook Activities: • Triple the number of SCU Social Media Ambassadors to extend the reach of key Facebook posts and expand visibility with key audiences • Create 1 new campaign per quarter with emphasis on philanthropy and importance of giving back to SCU Metrics: • Increase the total number of Facebook fans by 40 percent Twitter • Double the total number of followers @SantaClaraUniv: 8,000 followers • Increase the total number of followers @scunews by 50 percent to 4,000 YouTube • Increase the total number of subscribers by 50%: 200 subscribers Instagram Activities: • Create 1 new campaign per quarter to raise visibility among current students and young alumni and an increase in user-generated photos Metric: • Double the total number of followers: 2,000 followers Pinterest Activities: • Create 1 new campaign per quarter to increase user-generated photos Metric: • Triple the total number of followers: 600 followers Supports #1 Increase SCU visibility and enhance reputation Supports #2 Prepare key audiences for the capital campaign 20 | P a g e

K.

Jesuit/Catholic Communications and Media Outreach

Goal - Generate visibility for SCU’s Catholic and Jesuit mission and identity, initiatives and special projects with national religion reporters, Catholic and Jesuit publications and organizations such as AJCU, Connections, Jesuit News.

Tactics: • Proactively pitch and position religious studies and Jesuit experts • Help reporters find sources and manage media requests from Catholic publications • Provide news story content through written and multimedia formats • Write and distribute press releases on behalf of the administration on Jesuit Catholic issues Metrics: Measure media mentions for Jesuit and Catholic placements in newspapers and stories to create a benchmark moving forward Supports #1 Increase SCU visibility and enhance reputation Supports #2 Prepare key audiences for the capital campaign

L.

Strategic Communications

Goal: Generate visibility, media and social media for campaign and developmentrelated projects, such as proposed art history building, engineering building, Johnson Scholars, and other campaign priorities Tactics: Work with development staff to generate story ideas and social media campaigns around the strategic campaign priorities.

Supports #1 Increase SCU visibility and enhance reputation Supports #2 Prepare key audiences for the comprehensive campaign

Special Projects

M. •

Work with Provost’s office on athletics blue ribbon committee communications

•

Media Training for senior staff and faculty Fall – Dean, School of Law Winter – Professor of entrepreneurship – Leavey School of business Spring – VP of University Relations

Supports #1 Increase SCU visibility and enhance reputation Supports #2 Prepare key audiences for the capital campaign

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N.

Crisis Communications

Goal: Planning, outreach and implementation of strategies that mitigate controversial issues of interest to the media.

Tactics: Work with University general counsel, Provost, Deans and Directors on reputation issues that might have negative consequences and public perception consequences for the university and the Jesuits.

O.

Internal Communications

FYI : Produce, edit, develop content and distribute bi weekly faculty staff newsletter that highlights faculty staff and student accomplishments SCU in the News (biweekly all campus HTML email highlighting faculty and staff media accomplishments Santa Clara Faculty and Staff Clip book – Produce and distribute coffee table style clip book highlighting faculty and staff media hits P.

Community Relations

Community Newsletter Fall 2014 Research articles conceive, edit and produce a community newsletter that reflects SCU’s role and importance in neighborhood Community Newsletter – Spring 2015 Research articles and work with SCU administration to conceive, edit and produce community newsletter that reflects SCU’s role and importance in neighborhood Metric: • All projects completed on time and within budget

Q. East Coast Media Relations Program Purpose – expand visibility and recognition of SCU in national media by showcasing Santa Clara’s faculty and senior administrators as thought leaders in their respective fields to enhance Santa Clara’s reputation among key audiences and influencers.

Major Activities: • Work with Halstead Communications to identify East Coast media opportunities, Such as New York Times, Washington Post, Chronicle of Higher Education • Set up calls with faculty & staff to identify news worthy stories and research • Organize annual on campus visit to meet with SCU faculty and staff Metrics: 3 % increase in dollar value for media relations placements 22 | P a g e

R.

Op-ed Development/Faculty Media Relations Outreach

Purpose - build understanding of and participation in media relations activities for faculty, staff and administrators and increase the number and quality of op-ed placements in local and national media.

Goal – Provide a proactive faculty outreach program to engage and train participants, search for new media worthy stories on new programs, classes, and initiatives, and increase SCU’s visibility and reputation.

Major Activities: • Two Op-ed workshops: Fall 2014 and spring 2015. Invite top-tier editorial writers to conduct workshop for faculty and senior staff • Help conceptualize and place op-eds that showcase faculty expertise and Jesuit education • Host annual media lunch to recognize and thank participants and build a stronger understanding of effective participation with media • Awards and Honors: Use higher education media to publicize awards and honors won by senior staff and faculty Metrics: • # of faculty participating in workshops • # of op-eds – increase from FY’14 • Participants in media lunch • stories on SCU Today

S.

Crisis Communications and Issues Management

Purpose - Develop and lead campus-wide crisis communication protocol for handling of controversial issues of interest to the media.

Goals: • Identify and develop strategies to ensure the most positive presentation of SCU. • Limit negative media exposure by leading SCU preparation and response through development and dissemination of a range of tactics and key messaging tools Primary Audiences: • General Public • Alumni, Donors, Boards • Faculty &Staff • Prospective Students, Parents Major Activities: • Work with Office of the President to streamline communication protocol for strategic audiences for planned and unplanned announcements 23 | P a g e

• • • • • • • • •

T.

Work with SCU general counsel on reputation issues that might have negative public perception consequences for the university Create repository of resumes and bio information of senior administrators and trustees to be used in an emergency and accessible from offsite locations Create shared resources on Gdocs and/or/ Zdrive to access crisis communications materials and templates from offsite location Get trained in use of SCU Alert emergency notification system Work with webmaster and web marketing manager to set up Wordpresss blog Create protocol for use in emergency using BBNC Meet monthly with general counsel, VP for student life, and other administrators to stay abreast of issues that could potentially impact reputation Write talking points for President on controversial issues as requested Maintain crisis communications plan

Major Event Communications

Purpose - Communications for Campus high profile events: President’s Speaker Series, Grand Reunion, Commencement Major Activities: • Create Press releases to provide accurate and timely information for publication • Presidential Visibility - Arrange for SCU President to meet key media as required, such as SJMN Editorial Board, SJBJ editorial board • Reputation Management - Communication and handling of current issues of interest to the media

U. Internal Communications Purpose - Raise faculty/staff awareness, understanding and, appreciation of SCU activities, accomplishments, and media placements and encourage increased participation to help SCU achieve a greater share of voice in media.

Major Activities: • Write, manage, edit, and distribute FYI, SCU’s award-winning faculty and staff bi-weekly online newsletter bringing information of campus events, accomplishments, news and information, and encouraging increased media involvement and participation. Redesign FYI and work with IT and Development to use BBNC to deliver FYI to faculty and staff • “SCU in the News” online media relations clips report – Communicate twice-amonth summary of news placements involving campus community to raise awareness, share information, and encourage greater media relations involvement.

• Community Relations – write, edit, and produce bi-annual 4 page newsletter for local community to inform them about and engage them in SCU activities.

Metrics: on budget and on time.

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V.

Institutional Communications

Purpose – Provide direction and leadership in the development, articulation, and presentation of SCU’s brand positioning, image, and identity to assure an effective, compelling, and consistent delivery of University messaging.

Objective: • Build understanding and support for an integrated marketing and communications strategy and brand presentation across units and audiences.

Major Activities: • Engineering Senior Design • Library Strategic Plan • Campus Ministries Brochure • SCU Cemetery Branding and templates • FY’14 Key Messaging: - Stump Speech for President and other speakers - Talking Points/Points of Pride/Points of Excellence • TV/Video Communications: - Holiday e- greeting • President’s Office Communications: - President’s Website - Holiday Cards - State of the University Webcast - President’s Report - Honorary Degrees • Institutional Advertising • Parent Communications: - Family Weekend Invitation - Parent’s Letters - Santa Clara Magazine - President’s Report • Emergency Communications: - Emergency Contacts List - Emergency Website - Brochure Placements on Website (Issu)

W.

Update and Refresh Governance Sites

Purpose – Provide updated and professionalized sites for SCU governance organizations Activities: • Trustee Website • Regent’s Website • Board of Fellows 25 | P a g e

PRIORITY OBJECTIVE #2 Prepare Key Audiences for Comprehensive Campaign

A. CAMPAIGN COMMUNICATIONS PLAN OMC will develop and implement a forward-looking, multi-year communications plan to support the strategic objectives of the comprehensive fundraising campaign SCU initiated in July 2013. The plan will serve as a roadmap to guide campaign communications and marketing priorities for internal and external target audiences. It will also serve as a flexible "Living document" adaptable to changes and revisions to campaign dollar goals, support priorities, and timeline, as may be called for by the trustees, as well as by university executive and development leadership Goals Primary: Provide communications and marketing that anticipate, synchronize with, and holistically support the achievement of prospect cultivation, donor engagement, and fundraising targets for each phase of the campaign.

Secondary: Support development of a robust community of fundraisers by promoting and reflecting the values and vision of a durable culture of philanthropy that will benefit Santa Clara University now, and far into the future.

Objectives •

Articulate SCU academic vision and campaign priorities and funding needs, informing a wide range of stakeholders upon whom campaign success depends.

•

Raise donor sights, converting the general goodwill of alumni, parents, and friends into a deeper commitment to support SCU via campaign giving.

•

Inspire and motivate other individuals, as well as corporations and foundations, to engage with SCU and its vision, and to support its campaign.

•

Integrate existing SCU communications channels and vehicles with new development communications into a coherent whole, supporting each campaign phase.

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•

Prepare the “next generation” of donors for each campaign phase while fostering an overarching climate of positive opinion that helps set the stage for future campaigns

Assumptions & Guiding Principles Campaign communications will be guided by the following principles: •

Uniform campaign branding and messaging—as a distinct SCU “brandextension”—will be used across all top-level as well as unit-level campaign collateral, as defined by OMC.

•

Campaign communications and messaging strategy and structure will anticipate and respond to evolving priorities and goals until “locked in” prior to a public phase launch.

•

Internal and external messaging will consistently reinforce that the campaign is comprehensive; every gift counts. This is not a capital campaign.

•

The case for all campaign priorities will make consistently clear their grounding in, and alignment with, SCU’s mission and academic vision, as well as its Catholic, Jesuit values.

•

Campaign case will emphasize the transformative nature of this campaign—what it will do, and what its impact (measurable outcomes) will be, for the SCU of tomorrow.

Metrics Campaign communications metrics will reflect corresponding, annual campaign fundraising plan objectives (TBD) for each phase of the campaign, including: •

Total dollars raised and percentage of total goal

•

Dollars toward each campaign priority goal

•

Numbers of gift proposals, per gift pyramid

•

Numbers of lead and major gifts, per gift pyramid

•

Number and percentage of alumni donations

•

Number of donations 27 | P a g e

B. Alumni Engagement - Santa Clara Magazine: Print and On-Line Objectives: • Provide an ongoing communications forum for key audiences that informs, engages, and inspires understanding, appreciation, involvement, and support of the University.

• Continue to build methods of engaging alumni that embody the intellectual and spiritual richness of the University and engage readers on multiple levels.

• Support and build understanding and appreciation for SCU’s educational vision and key priorities.

• Grow activity and viewership of on-line magazine.

Primary Audiences: • Alumni • Donors and Friends • Parents • Faculty and staff • Admitted students Major Activities: • Publish quarterly 48-page magazine that includes engaging, informative, and surprising feature articles, news, and profiles.

• Build on the success of the online magazine by enhancing Web exclusive material and increasing multimedia content and other Web exclusives online.

• Redesign key pages of on-line magazine to improve accessibility and appeal.

• Develop plans to support key aspects of the educational vision and key priorities • Provide an increased range and number of alumni profiles; and more active use of SCM blog.

• Build on Grand Reunion to foster more and more extensive Class Notes.

• Support gift activity by creating compelling stories/profiles about the benefits and outcomes of giving.

• Publish Spring issue that appeals to prospective students & regular readership.

Metrics: • Sustained quantity and quality of letters to the editor.

• CASE survey indicates increased effectiveness and customer satisfaction.

• Google Analytics reports indicate an increase in visitors to the online SCM. • Openings and click-throughs of emails announcing availability of online magazine increase.

• Amount donated to SCM is sustained at approximately $90,000 annually.

• Produce quarterly analytics report.

• Present findings to Advisory Group.

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C. Undergraduate Alumni Participation – SC Fund/Annual Fund Objectives: • Create awareness and understanding of the needs and benefits of giving • Generate support for SCU priorities; student scholarships Goals: • Maintain undergraduate alumni giving participation at 25% • Increase undergraduate alumni donors to 10,000 (approximate) Strategies: • Develop annual giving campaign “the Power of One” • Communicate broadly to alumni across all media channels • Create visibility and engage audiences in person at events Major Activities: • Introduction (Oct/Nov 2014): - Promotional Tools – direct mail, e-communications - Social Media – Facebook - Giving Web Site - Santa Clara Magazine - Telephone • General Appeal (Nov/Dec/Jan 2015): - SC Fund Letter - Santa Clara Magazine Ad - Alumni Events - Social Media – Facebook - Telephone • Follow Up (Jan/Feb/March 2015) - President’s Report Story - e-Communications - Letter/Promotion - Reunion Communication ’05 and ’10 - Magazine - Alumni Association President’s Column • Final Appeal (TBD April/May/June): - Letter/Promotion - e-communications - Volunteer Telephone Calls Key Messages: • Annual giving furthers our vision of educating leaders and citizens who will build a more just, humane, and sustainable world.

• The funding from annual gifts will enable SCU to build on its strengths, enhance the learning experience, and propel the University to new heights.

• Every gift counts.

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D. Donor Communications - FY ’14 President’s Report Objective: Build understanding, appreciation and support for SCU by creating dialogue with key audiences on: • Major strategic directions and initiatives that distinguish SCU, including new academic vision and strategic plan • Financial performance and financial health of the university • Significant accomplishments, activities and awards featuring faculty, staff, students, volunteers, alumni and donors Key Audiences: • Alumni, donors • Prospective students and parents • Business/civic leaders and influencers • Faculty and Staff • Parents of current students Major Activities: • Establish theme of “Innovation and Entrepreneurship in Service to Humanity”.

• Build report to demonstrate the transformational qualities of a Santa Clara education and the impact of SCU faculty, students, and alumni on campus, in the community, and in the world.

• Establish progress SCU is making through introduction of technology/changes to facilities and equipment to better prepare students to make an impact in the world.

• Develop “Highlights” that identify key accomplishments of FY’14.

• Develop more and better financial information, especially about the significance of the endowment, the campaign for increased alumni participation, and creating opportunities for top students who will benefit from SCU’s Jesuit education.

• Post online version to Fr. Engh’s website and link to relevant SCU sites.

• Distribute to donors and parents to validate their support of SCU and build confidence in the stewardship of funds, the strategic direction of the University, and the fulfillment of SCU’s mission.

• Distribute to key influences such as college presidents, deans, provosts, and others likely to vote in U.S. News & World Report rankings.

Metrics: • Send email survey to assess effectiveness, capture reactions, and evaluate recommendations to the President’s Report.

• Assess comments, letters, and feedback • Evaluate direction to provide diagnostic input for FY’15 report

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E. Alumni Communications Purpose – support the SCU Alumni Association with a range of communications vehicles and support materials to help communicate, promote, and generate appreciation for the on-going participation of alumni in events, programs, spiritual offerings, services, and activities.

Major Activities: • Vintage • Grand Reunion • Alumni awards • Graduation Picnic • Bronco Blast • E-Communications • Social Media • SCU Stories • Holiday e-Communication • Graduation Ceremonies • Graduation Picnic Metrics: • Participation • Event attendance

F. 50 years of Women’s Athletics at SCU Purpose – Recognize and celebrate the 50th anniversary of women’s athletics at SCU Activities: • Produce stories for website • Produce video • Compile timeline of milestones • Create an archive of photos Media: • Create graphic identity • Develop invitation; direct mailing • SC Magazine story • SC Magazine online • Website

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G.

Leavey Match for the L.A. Catholic High School Scholarship Fund

Objective - Create awareness of The Leavey Match for Southern California Alumni, Parents and Friends (the Match) in order to increase support for the L.A. Catholic High School Scholarship Fund and attract more worthy students with financial need like those supported by the Catholic Education Foundation of the Archdiocese of Los Angeles.

Goals: • Raise enough financial aid to enroll an average of 10 students per year over the next five years • Increase the L.A. Catholic High School Scholarship Endowment to at least $2 million prior to the public launch of the next SCU Campaign so that momentum is created to grow this endowment over the life of the campaign and insure the long term sustainability of the scholarship program.

Target Audience – Leavey Giving Match: • • •

Undergraduate Alumni in the Archdiocese of Los Angeles (Los Angeles, Orange and Ventura Counties) Parents and Friends in the Archdiocese of Los Angeles Foundations based in the Archdiocese of Los Angeles

Marketing Plans (Timing): •

Quiet Phase – Primary Emphasis on Major Gifts of $10,000 or more (through Spring 2014): note: “major gifts” will be matched on a 1:1 basis - With OMC, create presentation package for approximately 40 major gift prospects (spring/summer 2014) - Identify and Solicit Lead Gift Prospects - Announce Leavey Matching Program Details to key internal audiences: - Trustees - Regents - L.A. Alumni Chapter and other chapters in the L.A Archdiocese - Acknowledge first set of lead donors at December 2014 President’s Christmas dinner in L.A. and have current student or alum from first cohort speak at this event.

- Provide update report at L.A. Alum of the Year event in March 2015

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•

Public Phase – Broad Appeal for Regular Gifts (from spring 2014 through December 2015) note: “Regular Gifts” are less than $10,000 and will be matched on a 2:1 basis - Media Relations – LA/SoCal Catholic media (April 2014 in conjunction with admissions process) - April 2014…Initial solicitation letter to L.A. area alums that are not major gift prospects…

- Web site and Social Media (Spring 2014) - Santa Clara Magazine - Announcement Story (Spring,. 2014) - e-communication to L.A. alumni (May 2014) - 2nd Solicitation letter to L.A. area alums who are not major gift prospects (fall 2014) - Have a current student speak at President’s Christmas dinner in LA. in December 2014. Thank lead donors again at this event.

- Progress report in FY 2014 President’s Report (January 2015) - Social Media (Spring 2015) - Telephone (Spring 2015) - Alumni Events (especially LA Santa Claran of the Year event, March 2015) - Telephone (October/November) - Final mailing (November 2015) - Have a current student speak at President’s Christmas dinner in LA. in December 2015. Thank lead donors again at this event - Progress report in FY 2015 President’s Report (January 2016) - Spring 2016 SCU Magazine – final report on campaign with stories about graduating seniors

Key Messages: • The Leavey Foundation has historically been a proponent of SCU and Catholic education through generous funding initiatives and is now providing incentives to increase giving for financial aid.

•

The incremental funds supplied by the Leavey Match will help close the financial gap now faced by many students from LA/Southern California low income families who desire an SCU education and who fit the profile of students supported by the L.A. Catholic Education Foundation in elementary school and high school.

•

This initiative builds on the Leavey Foundation’s passion for Catholic education and furthers our vision of educating leaders and citizens who will build a more just, humane, and sustainable world.

The funding generated from the Giving Match will enable SCU to build on its strengths, enhance the learning experience, and propel the University to new heights.

•

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H. SCU Donor Appreciation Week – Sprinksgiving Purpose – SCU desires to create greater awareness and appreciation for donors among students and develop a greater culture of philanthropy among faculty, staff, and students as an essential component to increasing pride and generating ongoing financial support.

Objectives: • • •

Promote awareness of giving with campus constituents Generate an increased sense of gratitude toward donors Increase pride in SCU and culture of philanthropy

Major Activities: •

•

Educate campus constituents about the generosity of donors and their role in providing an exceptional educational experience: -­‐ “Thank You” Banners -­‐ Banner signing -­‐ Video of banner signing -­‐ Flyer -­‐ Balloons -­‐ T-shirts Communicate expressions of appreciation to donors across a range of media: -­‐ e-communications -­‐ Facebook -­‐ scu.edu -­‐ Alumni newsletter -­‐ Digital communications

Metrics: •

350 students participate in banner signing

•

Senior gift reaches 50%

Key Messages: -­‐ -­‐ -­‐

Tuition covers 75% of an SCU education; remainder comes from the generosity of donors The SCU community invests in SCU to fund scholarships; programs; activities, and facilities Every gift matters – last year gifts under $100. Totaled over $800,000 34 | P a g e

I. Communidad Arrupe (Thriving Neighbors Initiative) Purpose – to advance a more just and equitable Silicon Valley, Communidad Arrupe aims to improve the social and economic health of five disadvantaged, predominantly Latino, San Jose neighborhoods by bringing the resources of Santa Clara University to the greater Washington area to work in collaboration with community leaders and organizations to build local capacity for entrepreneurship, k-12 educational resources, legal services, mental health, and more.

Major Activities: •

Naming

•

Nomenclature

•

Signage

•

Brochure

•

Flyer

•

Website

Key Audiences: •

Neighborhood leaders

•

Community partners

•

Local residents

•

Foundations; Corporations

•

SCU Community

Programs - Communidad Arrupe will encompass numerous programs including: •

The Communidad Arrupe Center

•

Foster a college-going culture

•

Promote and support community entrepreneurship

•

Support a healthy neighborhood

•

Create opportunities for social justice education and SCU student involvement.

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J. Pre-Campaign Collateral Materials Purpose – Provide Development Staff with a range of communications materials that will enhance their presentations to prospective donors Key Audience: • Prospective Donors • Corporations; Foundations Major Activities: • Stewardship/Endowment Reports • Major Gifts Proposal Presentation System • Case statements • White papers

I. Pre-Campaign Communications Objectives: • Build understanding and appreciation for SCU’s distinctive qualities and accomplishments that correspond with targeted Campaign initiatives.

• Establish dialogue with key audiences regarding SCU’s plans and vision • Support major fundraising projects.

Audiences: • Alumni • Donors • Corporations and Foundations • Faculty and Staff • Parents • Friends Major Activities: • Evaluate effectiveness of the Development website • School of Engineering Case Statement – Winter/Spring 2014 • Art and Art History Case Statement - Winter/Spring 2014 • Communidad Arrupe Case Statement • Integrated Sciences Case Statement • Campus Ministry Report • CIVA Website

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K.

Communicating the Educational Vision and Strategic Priorities

Objective - Establish Educational Vision and Strategic Priorities as key elements to realizing SCU’s goals.

Key Audiences: • Alumni • Donors • Corporations • Parents • Faculty and staff Major Activities: • Promote activities that support Educational Vision and Strategic Priorities (Engineering; Science; STEM) • Develop stories and examples for messaging about each strategic priority • Develop SCMagazine and President’s Report stories that demonstrate progress on the Educational Vision and Strategic Priorities.

Metrics: • Regular placement of stories in SC Magazine, President’s Report, website, and collateral that demonstrate progress toward realizing the Educational Vision and Strategic Priorities.

L. Gift Planning Communications Objectives: • Increase visibility of Gift Planning opportunities available at SCU • Generate greater understanding of Gift Planning programs Key Audiences: • Current Bergin Society members • Current donors • Prospective donors/older alumni • Faculty and staff Major Activities: • Develop SCM ads with donor profiles – Two times per year • Edit emails, email newsletters, and hardcopy newsletters Metrics: • Increase new Bequest Intentions • Increase new Bergin Members • Increase new Life Income Gifts • Increase $ in Planned Gifts 37 | P a g e

M. President’s Communications Objective: • Provide strategic messaging support and formal communications to maximize SCU’s brand positioning, assure alignment with SCU brand communications, and emphasize SCU’s transformational vision and new strategic plan.

Key Audiences: • Alumni, donors • Business/civic leaders and influencers • Prospective students and Parents • Parents of Current Students • Faculty and Staff Major Activities: • Collaborate on development of semiannual Parent letters • Editorial support for President’s letter in President’s Report • Editorial support for communications in Santa Clara Magazine • Editorial support for Santa Clara Fund letters and communications • Creation and direction and annual Christmas video • Create Holiday card • Speech support for President’s Speaker Series • Write copy and manage distribution of honorary degrees at Commencement • Institutional advertising • Crisis communications support • Emergency communications support

N. Santa Clara Magazine Redesign - Goals • 1. INSPIRE ENGAGEMENT Engagement by alumni and parents, benefactors and trustees, regents and friends, faculty and staff, as well as leaders in Silicon Valley and beyond, are vital to the University.

Santa Clara Magazine should inform the audience, through the lens of Santa Clara University, about pressing issues throughout the world and the achievements and advances of Santa Clara University, its alumni, and surrounding community, and inspire them to stay connected, be involved, and advocate on behalf of Santa Clara University.

The magazine should also take the crucial next step: embody the University in its breadth and depth.

• 2. CONNECT TO THE PLACE Santa Clara University is located in the heart of Silicon Valley, a place known for innovation and game-changing ideas with a global reach. The magazine should reflect not only the humanitarian and Jesuit, Catholic values of the University, with a sense of

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history, tradition, and imagination— but also the technology, innovation, and entrepreneurship ingrained in the community of Silicon Valley.

• 3. BE BIGGER, BOLDER, MORE CONFIDENT Santa Clara Magazine and its digital counterpart will better serve Santa Clara University as a flagship publication by speaking in a more confident voice, and through a bigger and bolder format in print. The magazine should connect alumni and parents, benefactors and trustees, regents and friends, faculty and staff, and the businesses and residents of Silicon Valley to the University and promote the overarching strategic messaging of Santa Clara 2020 by infusing relevant messages into the features and departments without doing so in a boring and predictable way. Santa Clara University should be presented as a winning cause worthy of nationwide support.

• 4. REFRESH LOOK AND FEEL Santa Clara University is a bold, forward looking Jesuit, Catholic university located in the heart of Silicon Valley. Santa Clara Magazine needs to employ up-to-date photography and illustration, contemporary layouts and typography, and a variety of current editorial storytelling techniques, like infographics and photo-essays, to keep the magazine vital and appealing to today’s broad and intelligent audience.

• 5. LEVERAGE ONLINE RESOURCES Santa Clara Magazine and its online counterpart should be redesigned to work together as companion pieces and let the individual strengths of print and digital publishing strengthen the overall message. Santa Clara Magazine should be freed up to let it do what print does best such as big bold photos and traditional journalistic reporting. The magazine’s digital counterpart should tell stories in ways that print can’t, giving readers reasons to come, stay, and return—sustaining the importance of storytelling while being more immediate and interactive.

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PRIORITY OBJECTIVE #3 Support SCU’s Enrollment Goals A. Enrollment Management Comprehensive Communications Plan Purpose – support enrollment goals and University’s brand image objectives through comprehensive marketing campaign to prospective students and key audiences.

Objectives: • Provide a clear and effective brand presentation to establish SCU’s core attributes and key messages.

• Collaborate with Admission on the Communication Matrix • Plan and Conduct Market Research such as user testing and focus groups Key Audiences: • Prospective undergraduate students • Parents of prospective students • High school counselors Goals - Attract prospective students reflecting the following characteristics: • Top 20 % of class; at least a 3.5 GPA • SAT or ACT score above the 80 percentile • 60% Arts and Sciences; 25% Business; 15% Engineering • 50% report as Catholics; 10% - 15% from Catholic High schools • Male/Female balance of 50% • Approximately 5% from outside the USA Major Activities – develop and introduce a new generation of prospective student marketing materials, building on a more graphic and emotional presentation, supplemented by detail-oriented web content: PRINT: • Royal Poster/Mailer • “Junior Piece” as a precursor to the View Book • View Book • Intro Piece • Visitors Piece • Congratulations Brochure • Welcome publication • Orientation Folder • Spring issue of SCM to admitted students • Update majors pages for Common Application

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WEB: • • • • • • •

Enhance SCU presence on third-party gateway sites Continue Phase 2 restructuring of Admissions website Update online majors pages Develop new marketing buffer pages for majors Develop high school counselor portal Develop parents portal Develop facilities and neighborhood slide shows Assist development of five virtual tours: - Main admissions tour - Undergraduate business - Graduate business - Housing - Arts & Sciences

Metrics - University’s Enrollment Goals are met

B. Financial Aid Communications: Objective – provide relevant, current information on affordability and financial support to help encourage all students to apply to SCU regardless of ability to pay.

Major Activities: • Brochure • Web site • Cost calculator for incoming students • Links to key data and information • Cal Grant information

C. Special Events Communications: Objective – promote Enrollment events and facilitate visit of attendees with effective communications materials.

Major Activities - Continue special events email and marketing: • Open House emails • Holiday e-card • Scholars Day emails • Noche Latina email • Preview Days

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D. Launch Johnson Scholars Program Purpose – Introduce the Johnson Scholars Program to key audiences and encourage participation as SCU’s top scholarship program and a leading image driver for the University to attract and matriculate the best students and the next generation of leaders at SCU. Key Audiences: • High School Counselors • Top Students • Parents • Alumni • Faculty and Staff Activities: • Press Release • Introduction Brochure • Website • E-Communication • Direct mail • Event Communication • Magazine Story • President’s Report Story • Spring Letter Metrics: • Steadily increasing applications • Matriculation of students with outstanding credentials

E. International Marketing Support: Objective – address needs of International audiences and provide critical information to facilitate application and matriculation.

Major Activities: • China Advertising • Hispanic Marketing Piece • Factsheets in Spanish and Mandarin • Translation buttons on the Web site for international communities Metrics: • Achieve 5% International student goal 42 | P a g e

F. Update and Improve Resource Websites: Objective – provide prospective students and influencers with data that support SCU’s distinctive educational approach and resulting student outcomes.

Major Activities: • NSSE • Recent Graduate Outcomes • Points of Excellence • Rankings and Ratings • SCU at-a-glance • “Top Ten” reasons

G. High School Counselor Website: Objective – reach high school counselors through a targeted Web site designed to provide critical information.

Major Activities: • Establish a gateway site for high school counselors • Provide directory and links to relevant information for efficient retrieval

H. SCU Experience Video Feature Purpose – demonstrate SCU’s core attributes and communicate SCU’s distinctive qualities, activities, and programs through a compelling multimedia Web feature that brings to life the rich and diverse educational experience available to students at SCU. Primary Audiences - Prospective students and Parents Major Activities: • Prominently feature SCU Experience on home page of Website Plan • Produce, and launch six new videos and slideshows, each about two minutes long, telling a story that embodies one or more core attributes • Develop and implement plan to leverage SCUX content to other appropriate places on website Metrics: • • •

Increase links to pages in SCU site linked to SCUX Assess video and sidebar usage through Google analytics and RTV reports Assess usability by user testing the framework 43 | P a g e

I. Marketing Research: Objective – Conduct User-Testing for the newly-introduced Undergraduate website and track needs, attitudes, and behaviors of incoming students and, in particular, stealth applicants to uncover communication habits and methods.

Major Activities: • User-testing • Undergraduate Website User-testing • Stealth Enrollee Focus Groups • Recent Graduate Outcomes Survey • NSSE Website • Student View (CA high schools) Research

J. Ambassador Training Support: Objective – enhance the on-campus visit experience for prospective students and parents through development of key communications tools.

Major Activities: • Training Materials • Presentations • Key messaging documents

K. Update and Improve Print Resources: Objective – provide relevant University information to visitors, prospective students, parents, and enrollees to facilitate their understanding of key University facts and data.

Major Activities: • SCU Facts Brochure • SCU Map • Core Curriculum Guide • New Student Orientation Package • Undergraduate Handbook

L. Social Media: Objective - upload videos to key play sites to provide broad access to key audiences: Major Activities: • YouTube • Vimeo 44 | P a g e