What is on the site

The Plan

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[Adobe Acrobat format]

The Four Strategic Areas of Focus

Implementation

Strategic Plan priorities

Implementation in the four areas:

I. Educate women to make a difference in a complex world

II. Cultivate leadership and enhance communication

III. Recruit, Retain and Graduate a vital and diverse student body

IV. Develop and focus resources

The timelines for implementation

Progress reports

The Strategic Plan
Advisory Committee

The Task forces for implementation

Background

The Planning Context

The Mission of the College

Vision to guide the planning process

Environmental Factors

 

The Planning Process

Home Page

maintained by
ppierce@saintmarys.edu

 

  

Developing the Plan:

Marketing Communications Subcommittee of the Jubilee Community Commitment Project

Strategic Plan
Draft of initiatives
1/29/2001

Index

Statement and terminology

Details

Initiative 1

Initiative 2

MARKETING COMMUNICATIONS

To develop and implement an integrated marketing communications process for Saint Mary's College

1. Create understanding and achieve commitment to integrated marketing communications (IMC) from the Saint Mary's College Community.

2. The Integrated Marketing Communications planning team develops and implements an integrated marketing communications plan.

 

KEY DEFINITIONS:

Integrated Marketing Communications (IMC)

A comprehensive, coordinated, institution-wide effort to communicate mission-critical values and messages to which our target audiences (current students, prospective students, faculty, staff, alumnae, donors) notice, understand and respond.

Branding

Developing a distinct institutional identity and consistently conveying that image through our graphic design (logo, wordmark, colors, signage, letterhead, business cards, typography, etc.) and message.

IMC Team

A cross-functional team charged with the challenge of ensuring the integration of the marketing communication strategies of the College. Will include representatives from departments/divisions including the following: Admissions, College Relations, Faculty, Finance, Institutional Research and Mission.

IMC Staff

Members of the marketing communications department, including the director of marketing communications, director of public relations, senior graphic designer and graphic designer, staff writer and production coordinator.

Planning Champion

The single person most responsible for the overall IMC planning process.

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Strategic Initiative I: Create understanding and achieve commitment to integrated marketing communications (IMC) from the Saint Mary's College Community.

Identified Issue

Action

Accountability

Resources

Target Deadline

Evidence of Progress

Outcome
1. Our current marketing communications activities function independently. Educate the Saint Mary's community about the effectiveness and importance of IMC. Marketing Communications Director

Administrative support

Initiate in Fall 2001
IMC team is established. IMC team is functioning as a cohesive unit.
2. Poor internal communication system.

Assess and analyze existing communication internal communication vehicles.

 

Design and implement effective internal communication strategies.

Marketing Communications Director and IMC team.

 

 

Marketing Communications Director and IMC team.

TBA

 

 

 

 

TBA

Fall 2001

 

 

 

 

Spring 2002

Recommendations for improving internal communication.

 

 

New and/or improved communication vehicles in place.

Well-informed internal constituencies.

 

 

 

Well-informed internal constituencies

3. Incomplete and inconsistent graphic standards. Revise and enforce the graphic standards manual. Marketing Communications Director and designated staff. Current graphic standards manual and IMC staff.

Fall 2001
New Manual

Consistent use of graphic standards.

 

4. Inconsistent branding of the College.

Review existing research

 

 

Research to determine key audiences and messages based on current perceptions.

Implement recommendations

Marketing Communications Director and designated IMC team (cross-functional).

IMC team.

Maguire Image Study and other existing research.

 

Budget for market research.

 

 

 

 

 

 

 

 

 

Fall 2002

 

 

 

 

 

 

 

Clearly articulated image of the College which reflects the Mission of the College.

 

 

 

 

 

 

 

 

Consistent branding.

 

Back to index

 

Strategic Initiative II: The Integrated Marketing Communications planning team develops and implements an integrated marketing communications plan.

Identified Issue

Action

Accountability

Resources

Target Deadline

Evidence of Progress

Outcome
1. No research cycle established which integrates institutional and market research.

Determine the appropriate research cycle.

 

 

Review existing research.

IMC planning team

 

 

IMC planning team

Incorporate a line item in the annual budget for research.

 

Maguire Image Study and other existing research.

Submit budget proposal by Fall 2001 Budget enhancement approved. Research cycle in place.

2. Inadequate funds to support the development and implementation of the marketing communications

plan.

Analyze current budgets for possible realignments and submit an enhancement to the marketing communications budget. IMC planning team

Departmental budgets and

Budget Committee

 

Fall 2001
Enhancement is approved. Funds available to carry out the plan.
3. Lack of clarification about communication goals. Identify communication goals. IMC planning team Existing and emerging research and institutional data.

TBA
Clearly iterated communication goals. Plan is designed and implemented.

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Page last updated 8/6/03