Place A Targeted Emphasis On Marketing And Institutional Branding
The university has established a number of strategic goals, of which, marketing and branding are included. The action and performance of the Marketing & Communications department has a direct impact on these university level goals.
Objective
Integrate Marketing & Branding Through Institution
Marketing is a necessary tool for university success in the current post-secondary education market and in today's strained economic environment. To serve the university's marketing needs the Marketing & Communications Department will support, promote and extend the marketing of a cohesive SHSU brand image and messaging of the highest professional quality. This will include providing numerous consulting activities to support, and facilitate the development of new marketing efforts and to improve the quality of existing marketing by programs, offices and organizations across the university; and to align all marketing, old and new, with the current SHSU brand image. This endeavor also includes the direct initiation and implementation of numerous professional marketing projects by the Marketing Department such as strategic purchasing of electronic media time and print exposures; brochure and printed program preparation; strategic billboard rental and preparation; multi-media promotional campaigns, etc. Theoretically and historically, the number of marketing consulting activities and directly implemented marketing projects completed by the Marketing Dept. are associated with increases in the amount, quality and brand cohesiveness of all SHSU marketing.
KPI
Number Of Marketing Projects Completed
Marketing projects are implemented to promote a cohesive SHSU brand image of the highest professional quality. It is extremely difficult to directly assess the impact or effectiveness of marketing projects upon the outcomes they are intended to influence. Inferred measures of marketing project impact and efficiency might routinely begin by counting, tracking and relating the number of marketing projects completed in a given time period to instances of desired outcomes in an appropriate reaction period. At this point in our assessment evolution we are measuring number of marketing projects completed monthly and cumulatively for the year as a means of determining efficiency and balance between demand and resource availability.
Based on our past performance and current resource, the FY goal for projects is 750.
Result
Number Of Marketing Projects Completed
Total Number of Projects completed is 919, 122.5% of goal.
Action
Balancing Demand And Resources
Demand for marketing support continues to increase. The department has been able to meet the university needs through an increase in direct and indirect resources as well as more efficient project management. The department will continue to monitor the balance between demand and resource availability.
Action
Integration & Engagement
Growth in the university's brand on social media channels has been extremely strong. The department will continue to deploy an integration strategy that leverages traditional, web and social media channels. At the tactical level, the university will continue to maintain content rich sites and develop new and creative outreach.
Objective
Maintain A Continuous Pipeline Of University Information And News
The Marketing & Communications department is charged with disseminating information to enhance the name recognition and reputation of the University. The news releases and articles goal measures outreach to support the strengthening of the SHSU brand.
KPI
Number Of News Releases & Articles
Content/news is generated in the Marketing & Communications department and disseminated trough a number of communication channels and mediums. All content released to traditional media and self-published on the web are counted. FY goal is 600.
Result
Number Of News Releases & Articles
Total FY Number of News Releases and Articles is 466, 77.6% of goal.
Objective
Broaden And Strengthen Media Network
Marketing & Communications is charged with disseminating information to enhance the name recognition and reputation of the University. The frequency and range of media contacts provides the university with a broad representation of outlets and news dissemination enhancing image and building brand strength.
KPI
Number Of Media Professionals Contacted
The number of media contacts made in a given period is an indication of the effectiveness of the university's public outreach. Media contacts can be measured by counting e-mails, keeping telephone logs, and monitoring electronic submissions. Although the majority of media contacts are managed through Marketing & Communications, the indicator will always be under reported due to direct media contact with faculty and/or colleges. The FY goal is 32,500.
Result
Number Of Media Professionals Contacted
Total FY Number of Media Professionals Contacted is 31,845, 97.9% of goal.
Objective
Expand Media Placements
The number of media placements measures the effectiveness of Marketing & Communications ability to develop "news worthy" information as well as the relationship and outreach to media.
KPI
Number Of Media Placements
Media placements are measured by online clipping and wire services which track SHSU "mentions" in a number of communication channels. FY goal is 17,250.
Result
Number Of Media Placements
Total FY Media Placements is 48,088, 278.8% of goal. Placements are, in large part, dependent on the type of news being disseminated. This academic year icluded some exceptional stories generating a substantial number of placements - football championship, $25M Pirkle gift, choking game study, etc.
Objective
Strengthen Outreach Through Social Media Channels
The application of social media has become essential to the effectiveness of marketing & communications for SHSU. Social media has been integrated into the fabric of branding strategies.
KPI
Facebook Average Monthly Users
Facebook average monthly users measures the level of engagement occuring on the SHSU site. The measure is reported by Facebook. FY goal is 24,000.
Result
Facebook Average Monthly Users
FY Average Monthly Users are 33,894, 141.6% of goal.
KPI
Facebook Likes
Facebook Likes measure the number of people who are tracking or engaged with the site. The measure is reported by Facebook. FY goal is 40,000.
Result
Facebook Likes
Facebook likes at the end of August 2012 are 43,517. 108.7% of goal.
KPI
Twitter Followers
The number of Twitter followers measures the number of people who are tracking or engaged with the site. The measure is reported by Twitter. FY goal is 3,710.
Result
Twitter Followers
Twitter followers at the end of August 2012, are 5,023. 135.4% of goal.
Action
Integration & Engagement
Growth in the university's brand on social media channels has been extremely strong. The department will continue to deploy an integration strategy that leverages traditional, web and social media channels. At the tactical level, the university will continue to maintain content rich sites and develop new and creative outreach.