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 1,200.
Result
Number Of Marketing Projects Completed
The number of projects completed by Marcom. This includes print, online, video and photography. It primarily covers activity related to concept development, content management, design, editing and production.
2013-14 FY results for projects completed were 2,074, substantially higher than the goal of 1,200. This was due primarily to Marcom expanding its scope to include pre-production which contributed to the large increase in completed projects
Action
Marketing Projects Completed - Productivity
Will continue to monitor productivity and evaluate ways to improve overall effectiveness and efficiency.
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 550.
Result
News Releases
The number of news releases met teh goal of 550. Releases also contain publication content.
Action
News Releases
550 news pieces is about the maximum that can be generated by a two person staff without impacting quality. With teh addition of a jr. writer in the 2014-2015 academic year, content produced will increase.
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 2013-2014 FY goal is 28,000.
Result
Number Of Media Contacted
Media contacts are driven, in large part, by the significance of news. Typically, significant or very interesting content is disseminated to a large group of media contacts using an electronic wire service. The Marcom department manages what content is distributed by wire due to the cost as well as to maintain relevancy to the target audience. SHSU does not want to "spam" its media contacts.
The number of contacts for the full year was 11,093 which was a significant decline from period years and shortfall when compared to the goal of 28,000. Some of this can be explained due to the protracted absence of the lead writer. Since the staff is currently at two writers, this had a negative impact on the area. In addition, with the growth in social media, many news outlets are now following the university and receiving all content minimizing the need for wire services.
Action
Media Contacted
Due to the changing environment for content delivery, goals will be readjusted. Further analysis will be needed to determine the relevancy of these measurements for the future.
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 28,000.
Result
Media Placements
When SHSU is mentioned in the "public eye," it is considered a placement. Due to the rise in online news through traditional web channels or social media, 2013 - 2014 actual SHSU placements of 18,934 far exceeded the goal of 9,000. This discrepancy is due to the inclusion of online mentions.
Action
Placements
Due to the changing environment for content delivery, goals will be readjusted. Further analysis will be needed to determine the relevancy of these measurements for the future.
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 45,500.
Result
Facebook Monthly Users
Average monthly users on Facebook were on target for the FY 2013-2014 goal of 45,500 with actual performance of 45,519.
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 11,000.
Result
Followers
At fiscal yearend, SHSU had 12,465 Twitter followers compared to the goal of 11,000.
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 55,000.
Result
Facebook Likes
59,388 actual SHSU Facebook likes surpassed the goal of 55,000 by 8%.
Action
Social Media Outreach
Will continue to raise the quality of content and maintain a focus of engagement.