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
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 2014-2015 FY goal is 18,000.
Result
Year-End Media Professional Contacted
As of August 31, 2015, the actual number of media professionals contacted was 93% of the 18,000 goal. The shortage is due in part to the impact of social media being used as a tool for news media to monitor for source material. While the media is being "contacted" as a follower, these numbers are not included in reporting. For the 2015-2016 academic reporting period, this factor will include contact via nontraditional means.
Action
2015-2016 Number Of Media Professionals Contacted
Data collection for this factor will be expanded to include members of the media following SHSU on social media reflecting the changing landscape of information gathering and dissemination.
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 demand and current resources, the FY goal for projects was increased to 2,200.
Result
Year-End Marketing Projects Completed
Total marketing projects for 2015-2016 were 3,297 compared to the goal of 2,200. Demand continues to increase as well as the complexity of jobs requested. The department operated at full staff for the year and retained several student workers and interns.
Action
2015-2016 Marketing Projects
The addition of a Marketing Automation Specialist will increase output as well as increased efficiencies; howver, Marcom is approaching maximum capacity based on staffing.
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
Year-End News Releases & Articles
News releases & articles were above goal at 625 versus 550. This was due to improved productivity monitoring of communication work.
Action
Year-End Number Of News Releases & Articles
For 2015 - 2016, news releases & articles will remain relatively unchanged.
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 20,000.
Result
Year-End Media Placements
Media placements for 2014-2015 were essentially on goal.
Action
2015-2016 Media Placements
Media Palcements are estimated to increase 10% to 22,000 due to improvements in distribution associated with expanded functionality of media monitoring software.
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 45,750.
Result
Year-End Facebook Average Monthly Users
Facebook Average Monthly Users reached 105,342 compared to the goal of 45,750. While content programming was changed, it is uncertain this was the reason behind such a dramatic increase.
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 15,000.
Result
Year-End Twitter Followers
Twitter followers ended the year slightly above goal at 15,809.
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 65,000.
Result
Year-End Facebook Likes
Facebook likes were on goal at 65,362. In March of 2015, Facebook ran an algorithm that dropped followers by approximately 2,300.
Action
2015-2016 Social Media Outreach
Facebook and Twitter measures are expected to increase organically based on growth in enrollment. The percentage increase in predicated on historic trends.