Building a Strategic Marketing/ Communications Plan Work in Progress at Holy Cross Jesuit Advancement Administrators June 11-12, 2007
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Building a Strategic Marketing/ Communications Plan
Work in Progress at Holy Cross
Jesuit Advancement Administrators
June 11-12, 2007
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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
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Marketing/communications milestones
2002: Recruitment research/analysis by Art and Science Group
2003: New strategy developed for Admissions communications and publications by Philographica Design
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Special attention required
Liberal arts v. research university Jesuit v. “Catholic” Stereotype of Irish Catholic institution Diversity Social life Location
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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
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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
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Web site redesign
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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
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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
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WHERE WE ARE . . .
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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
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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
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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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