Department Showcase:
Office of Marketing and Communications
April 22, 2014
OFFICE OF MARKETING AND COMMUNICATIONS
Priorities FY12-FY15
• Office Restructuring
• Brand Repositioning
• Digital Media Team Re-creation
• stjohns.edu Redesign
• Unified Marketing Model
2
OFFICE OF MARKETING AND COMMUNICATIONS
Priorities FY12-FY15
• Office Restructuring
3
Office of Marketing and Communications FY2009
Vice President & Chief Information Officer
Marketing & Communications and
Information Technology
Director
Internal & Strategic Communications
Public Relations Writer
Assistant Director
Director
Web Development & Technology
Director
Brand Communications
Secretary
Creative Director
Head Writer
Editorial Director
6 Web Producers
Media Director
S.I. Campus
5 Relationship Managers
5 Graphic Designers
2 Writers
Assistant Media Planner
Proofreader (part-time)
As of Oct 2009
Office of Marketing and
Communications FY14
OMC 2011
Vice President
Marketing
Executive Assistant
Associate Vice President
for Marketing and Communications
Director of
Enrollment
Marketing
Director of
Strategic
Communications
Senior AD,
Enrollment
Marketing
(1)
Editorial
Director
Digital
(2)
Senior Associate
Director, Marketing
Senior Editor
(1)
Production
Manager
(1)
Senior Secretary
(1)
Account
Director
(4)
Director
Media Planning
Art Director
Graphic
Designers
(5)
Senior Associate
Director, Marketing
Director of Digital
Communications
Writers
(4)
Photographers
(2)
Web Content
(3)
OFFICE OF MARKETING AND COMMUNICATIONS
Priorities FY12-FY15
• Brand Repositioning
6
Guiding Questions
•
•
•
•
•
•
•
•
•
When prospective students think of excellent universities, which ones come to mind
first?
How often does St. John’s come to mind?
What is St. John’s best known for?
What positives and negatives are associated with St. John’s?
What is the perceived value of a degree from St. John’s?
What makes St. John’s distinctly St. John’s in the minds of our alumni and internal
stakeholders?
What marketing messages about St. John’s will motivate alumni to engage with the
University?
What marketing messages will motivate prospective graduate and undergraduate
students to choose the University?
How can the University develop a strategic and action-oriented positioning strategy
that responds to the interests of prospects, creates pride among our alumni and
feels authentic to internal audiences?
7
Top NYC-Area Institutions (Aided Awareness)
All respondents
UG Prospects
Grad Prospects
UG Students
Grad Students
Faculty
Staff
Alumni
Peer Faculty
Peer Admin
Counselors
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
%
Question Wording: In your opinion, which FIVE of the institutions below are best known for having strong academic programs? (mark up to 5). St. John’s NOT
identified as study sponsor for prospects.
8
Most Appealing Attribute
Prospects, students
UG Prospects
Grad Prospects
UG Students
Grad Students
Question Wording: Which ONE word BEST describes the MOST appealing attribute of St. John’s University?
9
Most Appealing Attribute
Influencers
Peer Admin
Peer Faculty
Counselors
Question Wording: Which ONE word BEST describes the MOST appealing attribute of St. John’s University?
10
Least Appealing Attribute
Prospects, students
UG Prospects
Grad Prospects
UG Students
Grad Students
Question Wording: Which ONE word BEST describes the LEAST appealing attribute of St. John’s University?
11
St. John’s Descriptors/Attributes
Abbreviation for Reporting
Diverse
Faith, Service, and Success
Supportive
Alumni Network
Vincentian
Global
Represented
Full Description
University where the student body is as diverse as the population of New York City
University that encourages students to use their degree to achieve personal success while also serving
those who are disadvantaged
University that is supportive and friendly as opposed to competitive and challenging
University that has a very large alumni population working in leading companies and organizations in New
York City
University that is rooted in the Vincentian tradition, where service to others goes far beyond
requirements and is embraced as critical to becoming an educated person
University where students develop the skills necessary to work in the global economy
University where every possible nationality, faith group, ethnicity, political persuasion, and race is
represented
12
St. John’s Descriptors: Today vs. Future
Students, alumni
UG Students (%)
Grad Students (%)
Alumni (%)
Question Wording: Which THREE of the following statements most accurately describe St. John’s today? / Which THREE of the items you just rated best
describe what St. John’s should strive to become in the future? (mark up to 3)
13
St. John’s Descriptors: Today vs. Future
Faculty and staff
Faculty (%)
Question Wording: Which THREE of the following statements most accurately describe St. John’s today? / Which THREE of the items you just rated best
describe what St. John’s should strive to become in the future? (mark up to 3)
14
OFFICE OF MARKETING AND COMMUNICATIONS
The St. John’s Brand Story
•Academic Excellence Without Bounds
•The Power of a Global City and a World
Campus
•Faith, Service, and Success
•An Alumni Network That Opens Doors
•New York City’s Team
15
OFFICE OF MARKETING AND COMMUNICATIONS
Brand Video
16
OFFICE OF MARKETING AND COMMUNICATIONS
17
OFFICE OF MARKETING AND COMMUNICATIONS
18
OFFICE OF MARKETING AND COMMUNICATIONS
Brand Rollout Timeline
Soft Launch: July – December 2013
•
•
•
•
•
•
•
•
Signage: New Street Banners
Student Orientations: Banners, Gear, and Gifts
Prospective Students: Viewbook and Collaterals
Social Media: New SJU Homepages
Image Advertising: Chronicle, NYT Education, Web Ads
Staten Island Awareness Ad Campaign
Events: Alumni Oktoberfest, School and Operations Sector Kick-offs with Video
Stationery
1
9
OFFICE OF MARKETING AND COMMUNICATIONS
Brand Rollout Timeline
Hard Launch: January 2014 – December 2015
•
•
•
•
•
New SJU Website
National Broadcast and Print Advertising, including TV ads
Signage: Campus Directional, Banners, and Streets
Athletics: Integration of New Identity
Integration Across All Marketing
2
0
Letterhead
OFFICE OF MARKETING AND COMMUNICATIONS
Exterior Banners
OFFICE OF MARKETING AND COMMUNICATIONS
1
4
Admissions Poster
OFFICE OF MARKETING AND COMMUNICATIONS
1
7
Oktoberfest Email
OFFICE OF MARKETING AND COMMUNICATIONS
1
8
Merchandise
OFFICE OF MARKETING AND COMMUNICATIONS
1
Print Ads
OFFICE OF MARKETING AND COMMUNICATIONS
Print Ads
OFFICE OF MARKETING AND COMMUNICATIONS
Print Ads
OFFICE OF MARKETING AND COMMUNICATIONS
Print Ads
OFFICE OF MARKETING AND COMMUNICATIONS
Print Ads
OFFICE OF MARKETING AND COMMUNICATIONS
Outdoor: Billboard
OFFICE OF MARKETING AND COMMUNICATIONS
TV Ads
OFFICE OF MARKETING AND COMMUNICATIONS
PLAY VIDEO
Password: CCA-SJU
Signage
OFFICE OF MARKETING AND COMMUNICATIONS
1
3
Campus Map with Names
OFFICE OF MARKETING AND COMMUNICATIONS
1
1
OFFICE OF MARKETING AND COMMUNICATIONS
Priorities FY12-FY15
• Digital Media Team Re-creation
• stjohns.edu Redesign
35
36
OFFICE OF MARKETING AND COMMUNICATIONS
Priorities FY12-FY15
• Unified Marketing Model
37
Next Steps: Measurement of Success
• Macro level: Re-execute Constituent Survey by 2016
• Micro Level: Engage Constituents in Constant Dialogue
with SJU
• Review All Web Analytics Available for Gauge of
Effectiveness
38
Questions
• For you: How can the brand chapters be interpreted for
your area?
39
OFFICE OF MARKETING AND COMMUNICATIONS
The St. John’s Brand Story
•Academic Excellence Without Bounds
•The Power of a Global City and a World
Campus
•Faith, Service, and Success
•An Alumni Network That Opens Doors
•New York City’s Team
40
Questions
• For us?
Thank you!
41