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 growing deman and current resources, the FY goal for projects was increased to 925.
Result
Marketing Projects 25.7% Above Goal
Due to increased demand, marketing projects completed in the time period reached 1,163, 25.7% above the goal. This increase was also due to the addition of staff in 2011 and improved efficiencies.
Action
Increase Resources And Efficiencies
The department continues to devlop ways in which to meet an increasing demand while staying with budgetary constraints. Leveraging various platforms have contributed to output as well as the strategic use of freelance support.
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 through a number of communication channels and mediums. All content released to traditional media and self-published on the web are counted. FY goal is 500.
Result
News Releases & Articles Slightly Above Goal
News releases & articles were 529 for FY 2012-2013 versus a goal of 500.
Action
Growth To Remain Steady
Based on available resources, output is expected to stay relatively flat. Resoure plans are being developed that may add more permanent support without raising budget.
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 32,000.
Action
Supplement Writing Resources
Full-time staff support for writing was reduced in 2009 - 2010 from three to two FTEs. In addition to the reduction in writing postions, other responsibiliities have been assigned to existing staff , which has further reduced time spent on releases & articles. To meet any increase in demand, freelance writers will continue to be used in order to supplement staffing requirements and cover peak loading.
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 40,000.
Result
Media Placements Below Goal
In 2012 - 2013, a review of monitored results showed that previous years' data had been grossly inflated due to duplicative reporting.
Action
Maintain A Primary Reporting System
The deaprtment has now engaged one primary service to avoid further issues with tracking.
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 35,000.
Result
High Engagement Leads To Above Goal Results
Enggement was extremely robust in 2012 - 2013 at 45,066 versus a goal of 35,000. The national championship helped offset those months that would normally report much lower levels of activity.
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 6,000.
Result
Twiotter Outpaces Expectations At 8,705 Followers
SHSU ended the year with 8,705 Twitter followers compared to a goal of 6,800. Egagement has been high due to enrollment growth and various outreach campaigns.
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 47,800.
Result
Facebook Likes Exceed Goal By 8.8%
SHSU social media exposure continues to grow as Facebook likes grew to 51,987 at the end of the academic year.
Action
Empahsis On Social Media Continues To Grow
Social media continues to gain stratgic importance in SHSU's marketing and brand efforts. 2013-2014 tactical plans include multiple cmapiagns targeting greater engagement across targeted audiences.