Summer 2001

Integrated marketing communications plan unveiled

"Academic excellence," "ideal size," and "rich Jesuit tradition" are vivid descriptors or "points of pride" that, in combination, distinguish Loyola University New Orleans from its competitors, according to A Plan for Integrated Marketing Communications at Loyola University New Orleans, published in May. The plan was approved by the president's cabinet in April, endorsed by the University Planning Team April 18, and presented to the Board of Trustees at its meeting May 18.

The plan was developed by the President's Integrated Marketing Communications Team with input from the President's Integrated Marketing Communications Advisory Committee. During the fall 2000 semester, Loyola's various constituents were surveyed through workshops, focus groups, and telephone and web-based surveys to study the various perceptions of Loyola. Students, faculty, staff, alumni, parents, Board of Trustees members, prospective students, donors, prospective students, the media, and community participated in the surveys.

Over 3,000 individuals participated in the research phase and the plan was developed over the spring semester based on the results of the surveys. "The research shows that Loyola is generally well received but it is inconsistently perceived by audiences, both internal and external," explained Julia McSherry, director of publications and marketing communications. "This means that Loyola may have a basic branding problem but this is also an opportunity. It is important that the university seek to develop a more consistent brand image first regionally and then region by region until we are more consistently known nationally in keeping with Loyola's strategic goal."

In the surveys, audiences used different words to describe Loyola. For example, the research showed that prospective students as well as current students have selected Loyola for academic quality, reputation, quality of faculty, and range of programs. These are the same characteristics that donors expect as well. Yet our internal community in particular and other external audiences used words like "good school," "small," and "friendly" which do not translate into quality and distinction.

The plan will assist in the integration of marketing efforts as well as promote Loyola's strengths through consistent messages, according to the University President Bernard P. Knoth, S.J. These consistent messages will facilitate perception shifts by emphasizing the quality of a Loyola education; moving away from the "small" descriptor through emphasis on not only the positive attributes of a small school, i.e., personal attention and small class size, but also the large school attributes such as wide range of strong academic programs and co-curricular opportunities; and clarifying the benefits of our rich history and 450 years of Jesuit heritage.

The plan is an enhancement of existing efforts currently ongoing through the work of the Office of Admissions, each of the colleges, Student Affairs, Institutional Advancement, Human Resources, and other areas of the university. It outlines a three-year schedule, target audiences, and target geographies. Action steps will be further developed and evaluated on a regular basis to provide the framework for the implementation of an ongoing institutional marketing communications program.

This fall, the plan will kick off with a student-driven, year-long grassroots pride campaign. The effort will be headed by student Derika Legg and managed through the Shawn M. Donnelley Center for Nonprofit Communications with direction from advertising professor Teri Henley. The Pack Pride Committee has already begun meeting to plan a series of events and promotions beginning at the picnic after the Mass of the Holy Spirit in September.

In August, banners on St. Charles Avenue will highlight the new vivid descriptors. Copies of the plan, which requires the involvement of every department and college to ensure success, are available from the Office of Publications and Marketing Communications.