University Marketing and Communications
2018-19 Annual Report
Redesigned Website
was launched in August 2018. It is 20% faster to load and has increased traffic to key sites (29% increase to admission; 90% increase to academic units).
96.5 million
digital ad impressions were placed to support brand awareness, reputation-building, enrollment management and advancement.
Brand Awareness Campaign: Piloted in Chicago, Cincinnati, Columbus & Cleveland
Our Home is a Powerhouse
To elevate the University's reputation in key markets, a holistic approach was developed to highlight the quality of academics and research at UD. The campaign theme, "Our Home is a Powerhouse," complements our light-centric brand and positions the University as both a place that generates ideas and solutions — and as a place that's home to people who have great potential for success.
155% Jump in Awareness
The brand awareness campaign aimed to increase awareness of UD and elevate the University's national reputation. Through this campaign, recall of UD's brand increased 155% year-over-year. (Measured by the number of UD brand searches conducted in FY18 versus FY19.)
22.5% Increase in Visits
In addition to increasing awareness, the campaign drove users to take action and engage with us. The University website saw a 22.5% increase in visits from users in Cincinnati, Cleveland, Columbus and Chicago compared to the previous fiscal year.
Media Production Group
Produced creative high-end videos resulting in 1.3 million views that helped to enhance the University's reputation, and to support University Advancement and Enrollment Management.
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762,000+
views of research pieces on The Conversation written by 28 UD faculty experts.
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$4.4 million
in perceived advertising value from media outlet news coverage.
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2,050
mentions of the University of Dayton beyond Ohio markets.
Samples of Prominent News Coverage
Advancement Communications
The advancement marketing and communication strategy supported another successful year of fundraising, with $45.5 million given to support UD's mission and students. In addition, marketing materials for the inaugural giving day helped raise over 300% of our donor goal. In FY19, returns from advancement campaigns grew 66%, returning $25 for every $1 spent on marketing efforts.
Enrollment Management Marketing
Marketing for enrollment management — which included 20 million emails, 1.9 million digital ad impressions and 115 print pieces — helped the University welcome one of the largest and most academically gifted classes in University history. Approximately 16% of the class of 2023 are from underrepresented domestic racial and ethnic populations. In addition, 18% are Pell-eligible, a modern-era record and a sign that UD is improving access for students of all socio-economic backgrounds.
University Marketing
Marketing initiatives targeted to high school counselors and university administrators resulted in 16.5 million digital ad impressions, a 0.20% click-through rate and 6,100 acquisitions (engaged leads). The campaign saw engagement from 38% of targeted high schools and 47% of targeted universities. Additional digital advertising helped promote the University's excellence in research and academics to broad audiences, and our social media efforts led to increased engagement on the University's main channels.
Engage. Educate. Entertain.
UD Magazine
Storytelling surpassed 1 million impressions, reaching on- and off-campus audiences with print and digital content to engage, educate and entertain. Our newly launched multimedia magazine website attracted 30,000 story reads in six months. E-newsletter management through Cerkl increased engagement 23% and nearly doubled open rates.
Environmental graphics were installed in Kettering Labs and Miriam Hall to help visually communicate UD's story, reinforce our Catholic, Marianist identity and provide an in-person experience that’s consistent with the experience on our website and in our communications. University Marketing and Communications collaborated with the School of Business Administration and the School of Engineering on this project.
Environmental graphics were installed in Kettering Labs and Miriam Hall to help visually communicate UD's story, reinforce our Catholic, Marianist identity and provide an in-person experience that’s consistent with the experience on our website and in our communications. University Marketing and Communications collaborated with the School of Business Administration and the School of Engineering on this project.
Kettering Labs Vestibule
The artwork on the entrance aims to communicate the School's emphasis on engineering for the common good and highlight its values of innovation, community, excellence, engagement and service. The plexiglass installation in the vestibule promotes our national research rankings.
Kettering Labs Vestibule
The artwork on the entrance aims to communicate the School's emphasis on engineering for the common good and highlight its values of innovation, community, excellence, engagement and service. The plexiglass installation in the vestibule promotes our national research rankings.
Kettering Labs Lobby
Inside the Kettering Labs lobby, graphics highlight the experiential opportunities that allow students to deepen their knowledge, enhance their professional development and generate success. The map on the left pillar highlights various international experiences (ETHOS, study abroad, COIL), and the right pillar focus on co-ops. Other graphics reiterate that personal relationships and a welcoming, inclusive environment are ingrained in UD's engineering culture.
Kettering Labs Lobby
Inside the Kettering Labs lobby, graphics highlight the experiential opportunities that allow students to deepen their knowledge, enhance their professional development and generate success. The map on the left pillar highlights various international experiences (ETHOS, study abroad, COIL), and the right pillar focus on co-ops. Other graphics reiterate that personal relationships and a welcoming, inclusive environment are ingrained in UD's engineering culture.
Miriam Hall Vestibule
The mirrored circles in the Miriam Hall vestibule allow visitors to literally see themselves as game changers, innovators and visionaries, which communicates that the School of Business Administration develops ethical, confident professionals who are prepared for adaptation and change.
Miriam Hall Vestibule
The mirrored circles in the Miriam Hall vestibule allow visitors to literally see themselves as game changers, innovators and visionaries, which communicates that the School of Business Administration develops ethical, confident professionals who are prepared for adaptation and change.
Miriam Hall Atrium
Seen through the glass, the Miriam Hall vestibule boldly states the School of Business Administration's goals, mission and vision. The Miriam Rosenthal wall prominently draws awareness to the building's namesake.
Miriam Hall Atrium
Seen through the glass, the Miriam Hall vestibule boldly states the School of Business Administration's goals, mission and vision. The Miriam Rosenthal wall prominently draws awareness to the building's namesake.
Miriam Hall Atrium
The center walls inside the atrium focus on the School of Business Administration's values and highlight the outcomes of its graduates. White boards on the far walls provide students spaces to collaborate on projects and ideas.
Miriam Hall Atrium
The center walls inside the atrium focus on the School of Business Administration's values and highlight the outcomes of its graduates. White boards on the far walls provide students spaces to collaborate on projects and ideas.
Albert Emanuel Hall lobby
The enrollment management marketing team collaborated with 160over90 on environmental graphics in the admission lobby. The bold designs bring the brand to life and create a cohesive environment for visitors. A new video highlighting the University was also developed, giving families the opportunity to discover more about UD while waiting for their admission presentation and tour.
Albert Emanuel Hall lobby
The enrollment management marketing team collaborated with 160over90 on environmental graphics in the admission lobby. The bold designs bring the brand to life and create a cohesive environment for visitors. A new video highlighting the University was also developed, giving families the opportunity to discover more about UD while waiting for their admission presentation and tour.