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
See what happens when a drone hits an airplane
Researchers at the University of Dayton simulated a midair collision of a drone and an airplane wing at 238 mph -- this is the result.
Read MoreThis Professor Ends Class With a Technique Used by First Responders
Art Jipson sets a timer on his watch to chime before the end of class. It’s nearly inaudible to students, but those who notice know what comes next.
Read MoreRanking top colleges
With thousands of choices, how do you find the right school? The Princeton Review's Rob Franek breaks down "hidden gems" like the University of Dayton.
Read MoreAdvancement 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.