University Marketing and Communications
2023-24 Annual Report
University Marketing and Communications elevated UD's national profile in fiscal year 2024 by focusing on access and affordability, hands-on learning, and academic excellence and innovation.
In addition to enhacing UD's reputation, supporting recruitment and admission, and amplifying advancement efforts, our division shares updates with a variety of audiences. In FY24, articles and events in Cerkl garnered 4 million impressions and 61,534 clicks. We curated 90 editions of the Campus News Digest for faculty and staff; current students and their parents received 47 editions of the Student News Digest and Family News Digest, respectively.
18.6 billion
potential views from news coverage
53.5 million
digital marketing impressions
Telling UD's Story
In 2023-24, 31 faculty and staff experts contributed 47 articles to The Conversation. Those pieces attracted at least 1.3 million reads by audiences around the world. In addition, UD expertise and research was featured in outlets including The New York Times, The National Desk, Washington Post, Newsweek, NPR Morning Edition, USA Today, Scripps News.
Marketing Efforts
Undergraduate Recruitment
To help meet recruitment goals, while also navigating external challenges raised by changes to affirmative action in college admission and the new FAFSA, the team produced 8.2 million emails, 155K text messages and 145 print pieces. Key messages focused on the value of a UD education and the financial aid process. The team also rolled out a new campus visit experience and redesigned communications. UD will welcome an intentionally smaller first-year class of ~1,700 students; the class is academically strong, diverse and marks a record for the 21% of students who are eligible for the federal Pell Grant.
Philanthropy and Alumni Engagement
Advancement Communications helped achieve $61.5M in new commitments and reach two of the three comprehensive campaign goals through strategic marketing efforts (e.g, 275K emails, 131K texts, 74K peer messages, and 287 events). High-level initiatives focused on ATI’s High Flier celebration, Donor Appreciation Week; One Day, One Dayton; Roger Glass Center for the Arts Grand Opening; and Reunion Weekend. Key results include a 3.3% increase in 1D1D participation; more than 3,100 Reunion Weekend attendees; and a 69% increase in student Front Porch Society members.
Brand Awareness
Our FY24 marketing efforts enhanced and advanced UD’s reputation by garnering 21.2 million impressions, 203,014 clicks (0.96% CTR) and 17,149 conversions. Our new TV commercial aired in 17 national spots and supported digital ads and social media campaigns. The team also launched a University-wide web optimization effort. We engaged in research to identify issues with our current web strategy and created a three-pronged approach for improvement. As a pilot, we revamped the /apply/ and /afford/ sites, which led to a 11.3% increase in time on site and a 92% increase in conversions. The findings were shared at 22 campus roadshows in spring 2024.
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$12 million
in perceived advertising value from news coverage
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4,278
mentions of the University of Dayton in media outlets worldwide
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1 million
video views on YouTube
Integrated Marketing
Our main social media channels strengthen UD's overall reputation, build relationships with our audiences and support issues management. We made 1,096 posts across the main University accounts (Facebook, X, Instagram and TikTok), which resulted in 10,021 new followers and 553K engagements. Top posts included photo galleries, prayers and commemorations, cultural references and points of pride. Top videos included fans at the NCAA tournament, time lapses of campus and Christmas chalk art. The Alumni Association channels had 639 posts with 33K total engagements; these accounts gained 1,031 new followers.
Media Production
The media production team created 79 videos to support recruitment, advancement and reputation-building. Notable projects included a new TV commercial, a fly-through of the Roger Glass Center, videos for the campus visit experience and an online campus tour video.
View Videos on UD's YouTube Channel
UD Magazine
Magazine content garnered more than 2 million impressions, supporting the reputation of the University and the We Soar campaign. More than 74,000 households subscribe to the quarterly magazine, and 43,000 individuals receive a digital subscription. UD Magazine website readership increased 26%, with just under 250,000 story reads, the fifth consecutive year with an increase. Top stories highlighted why Communion matters, a father-son dental duo, mental health for athletes and personal interest stories on a former homecoming queen, a retired general and a community builder.
Read the UD Magazine
Supporting the Success of All Flyers
One Day. One Dayton.
Our division supported UD's sixth annual giving day, which resulted in a record 7,744 donations totaling more than $3.47 million. Gifts were received from all 50 states, Puerto Rico and nine countries. In addition, our efforts helped bring in 1,068 first-time donors, 596 student donors, 344 new members of the Front Porch Society and more than 700 volunteers.
Environmental Graphics
St. Mary's Hall
Through vivid colors, imagery, typography and words, the second floor of St. Mary's Hall invites visitors to experience a University that soars to new heights while remaining firmly rooted in its mission. Photos and graphics that illustrate our Catholic, Marianist identity adorn the east wall, while the west side of the hallway features a timeline of pivotal moments in UD’s 173-year history.
Albert Emanuel Hall
A year-long effort resulted in the rebranding of the Albert Emanuel Hall lobby. The new graphics and installations were selected to create a warm space that feels like home; entertain and inform visitors; encourage engagement with the space; and improve flow. Features of the space include a chalkboard wall in the main entrance; new videos in the main lobby; a "student stories" wall; a vibrant, original mural designed by Lisa Quine '12; a photo booth; and updated wall graphics.
Athletics Facilities
We worked closely with University Athletics and University Advancement to install environmental graphics in athletics spaces, including UD Arena, Baujan Field, Frericks Center and Woerner Field. We intentionally placed graphics in buildings that are home to different sports, as they will be seen by different athletes and fans. The result was the development of bold visuals that highlight the passion, energy and spirit of our athletics programs.
Diversity and Inclusion
Diversity, equity and inclusion are foundational Catholic, Marianist values. In our marketing and communications, we implemented DE&I best practices, amplified various voices and highlighted UD's commitment to inclusion. As part of our internal processes and efforts, we also made progress in increasing compositional diversity of our team, promoting education among our staff, evaluating our work and serving as a campus resource for DE&I best practices in marketing and communications.