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Building a Strategic Marketing/ Communications Plan

Building a Strategic Marketing/ Communications Plan. Work in Progress at Holy Cross Jesuit Advancement Administrators June 11-12, 2007. Marketing/communications organization. Public Affairs: Institutional publications, Web/electronic communications, quarterly alumni magazine, media relations

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Building a Strategic Marketing/ Communications Plan

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

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

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

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

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

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

  7. Web site redesign

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

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

  10. WHERE WE ARE . . .

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

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

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

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