Creating University of San Diego Brand Clarity, Alignment and Preference

1. Creating University of San Diego Brand Clarity, Alignment and Preference Process Overview and TimelineMay 2018

2. Goal 5: Amplifying Local & Global Engagement and Reputation Further develop a local and global reputation as a university that facilitates democratic partnerships and builds solidarity to foster greater inclusion, prosperity, and social justice.

3. Institutional Marketing Plan Development • Following BOT approval of Envisioning 2024, University Communications assembled a Core Team to explore a comprehensive institutional marketing plan and budget • Core Team comprised faculty, administrators and alumni • Plan was informed by marketing representatives across schools, college, key departments (admissions, career development, athletics, etc.)

4. Institutional Marketing Plan Core Team Recommendation • Agency support would benefit USD with a more objective and independent perspective, with wisdom and experience to take input from USD and bring things into better focus and clarity. • Important to engage agency with experience working with institutional clients (other universities as well as hospital groups, large foundations, corporations, etc.). • Over time, USD team takes on most of the operational activities internally, and uses the agency as an advisor to stay on course.

5. Institutional Marketing Plan Agency Selection Process • Core Team evaluated 14 agencies recommended by Huron Consulting and USD school marketing representatives • Sent request for proposals to the top six agencies • Sought proposal feedback from marketing reps across campus • Downselected to four agencies for on-campus presentations • Core Team recommended delegating tasks between two agencies: BrandingBusiness for research-brand-strategy development and 160over90 for creative development and execution

6. Institutional Marketing Plan Agency Profile • Specialize in data-informed brand strategy, development and engagement • Offices: Irvine, Ca., New York, London, Hong Kong • Clients include UCIrvine, Brandman University, Elsevier, AMN Healthcare • Founded in 1994

7. Institutional Marketing Plan Agency Profile • 160over90: Agency name refers to an elevated blood pressure reading--desire for a visceral reaction • Partnered with 30+ colleges and universities: UCLA, Texas A&M, Duke, Johns Hopkins • Faith-Based: Creighton, Dayton, Villanova, Notre Dame, Marquette, Fordham, DePaul • Consumer Space: Nike, American Eagle Outfitters, Under Armour, AAA • Professional Sports: Eagles, Colts • Offices: Newport Beach, CA; Gainesville, FL; Philadelphia, PA; Columbus, OH • Founded in 2000 We Specialize in Nothing. When you only work in one industry, your perspective is limited—so you play it safe. And safe doesn’t inspire your audience or move the needle.

8. Institutional Marketing Plan Brand Council Sandra Stangl, President, Restoration Hardware; USD Trustee Jamey Power ’85, former J.D. Power executive; USD Trustee; Leading Change Campaign Chair Cindy Basso ’89, Esq., Basso Law; USD Trustee Lynn Hijar ’98, ’06, President and CEO, iBiz247 Hugh Ellis, Professor of Biology; Faculty Senate Chair Kenny Bates, Associate Professor of Marketing, School of Business Susannah Stern, Professor, Communication Studies, College of Arts and Sciences Mitch Malachowski, Professor of Chemistry and Biochemistry (NCAA Faculty Rep) Gary Adamson, Exec-in-Res and Professor, IESI (Pres & Chief Experience Officer, Starizon Studio) Stephen Pultz, AVP of Enrollment Management Coreen Petti, AVP of Advancement Marketing Peter Marlow, AVP of University Communications Marcy Lanoue, Director of Torero Athletics Marketing Bret Chavarria, Associated Students Communications VP (student representative) Ex Officio members: President Harris Donald R. Knauss, USD Board Chair Andrew Allen, VP of Institutional Effectiveness and Strategic Initiatives

9. Branding Objectives Include: To create a clear, relevant and distinct brand position in the marketplace. To communicate the university’s current strategic vision and missionin an engaging and memorable fashion. To bring consistency to the university’s brand communication for both external and internal stakeholders. To identify the key value propositions for each of the university’s audiences. Toactivate and promote the brand position to target audiences across multiple communication platforms.

10. Institutional Marketing Plan How Will We Measure Success? Key Performance Indicators (2018–2024) Metric‘18 Undergrad‘18 Graduate2024 Undergrad2024 Graduate Applications xx,xxx x,xxx xx,xxx x,xxx Graduation Rates Retention Rates Yield Rate xx% xx% xx% xx% Student characteristics (Core enrollment target) Diversity xx% xx% Gender (Female) xx% xx% International xx% xx% Catholic xx% xx% Academic Quality ? / ? ? / ?

11. Institutional Marketing Plan How Will We Measure Success? Key Performance Indicators (2018–2024) • Alumni Engagement: • Alumni giving rate: 2024 Goal: (xx%) • Student Perception Management: •  USD Student Questionnaire • College Board ASQ (Admitted Student Questionnaire) • Academic programs • Recruitment literature • Financial aid packages • Facilities • Cost of attendance • Academic image and reputation

12. Institutional Marketing Plan How Will We Measure Success? Key Performance Indicators (2018–2024) • USD Brand Reputation: • USN&WR Ranking: 90th 2024 Goal: (?) • Other key school rankings • Most beautiful campus • “Coolest Schools” by Sierra Club • Participation in Study Abroad • Engineering & Business • Changemaker campus (1 of 44) • Catholic Identity: •  Faculty: Hire for Mission metrics/goals? • Independent Catholic identity measures? • NICHE Best Catholic Colleges in the United States (USD #9) • USATodayCollege Best Roman Catholic U.S. Colleges (USD unlisted) • College Choice: Best Catholic Colleges and Universities (USD #27)

13. Institutional Marketing Plan How Will We Measure Success? Key Performance Indicators (2018–2024) • Broadcast and Print Media: • Local media hits: (xxxxx) 2024 Goal: • National media hits: (xxxxx) 2024 Goal: • Global media hits: (xxxxx) 2024 Goal: • Social Media Engagement (Followers) • Facebook (42,000) 2024 Goal: • Instagram (8,000) 2024 Goal: • Twitter (12,000) 2024 Goal: • LinkedIn (61,000) 2024 Goal: • Endowment: • 2017: $xxx 2024 Goal: (?)

14. Branding Process Update: • Quantitative Research (Online Questionnaire) • Audiences: • Operators - Faculty, Admin., Staff • Current Students • Prospective Students • Parents of Prospective Students • Employers of USD Graduates • Donors, Alumni, Parents of Alumni • High School Counselors • Parishioners • In process - Complete by May 8 • Qualitative Research (Personal Interviews & Focus Groups) • Audiences: • Board of Trustees • Operators - Faculty, Admin., Staff • Donors • Parents • Alumni • High School Counselors • Employers of USD Graduates • Student Focus Groups • Emerging Leaders (Alumni) Facilitated by Dr. Kenneth Bates

15. Branding Process Update: March April May June July Research Streams: Online Surveys, Personal Interviews, Focus Groups Brand Council Brand Council Board Sub-Committee Analysis & Initial Recommendations • Brand Opportunity Workshop (May 18th) • Comprehensive research findings • Initial Brand Positioning recommendations and thought sharing • Brand Positioning & Messaging (Mid-June) • Formal Brand Platform (Pillars, Positioning, etc.) • Strategic Messaging Framework • Proposed Board Subcommittee Presentation (Mid-July) • Executive research summary • Brand Positioning and Messaging Framework • Next step recommendations