海角大神

Colleges/Schools, programs and offices should request assistance for marketing and communications plans and campaigns for your goals and objectives to safeguard the proper use and integrity of the Detroit Mercy brand.

By working with MarCom you'll impact greater numbers of target audiences who may not be aware of programs or the University.

Getting Started: Understand your purpose

You should have

• a clear understanding of the goals and purpose for marketing your program/services.
• a clear understanding of your specific audience demographics (the “why” students wish to attend Detroit Mercy, for example)
• awareness of job growth and future in the particular field as indicated by the
• an understanding of competitor programs, including their marketing efforts

MarCom is able to assist by offering survey instruments for current students and research data that will help identify specific demographic characteristics of your target audiences.

Schedule a Meeting

Contact Marcom to discuss goals and objectives of your marketing campaign. To schedule a meeting, contact Gary Erwin at erwingj@udmercy.edu or 313-993-1254.

Timeline

When entities contract with MarCom agencies, please note that it is always best to plan ahead. It takes an average of three to six weeks of planning to implement a rich and effective integrated marketing and communications campaign. This timeline may not include any photographic or video shoots. The most effective campaigns are those that include adequate development and lead time.

When to market?

For undergraduate marketing efforts, the early admission date each year is Nov. 1. This means that marketing campaigns that focus on driving enrollment should start a year in advance of Nov. 1. This is t ideal time frame. However, if this is not possible, meeting with MarCom in te fall and establishing a plan by Feb. 1 can help drive engagement and applications. 

What happens next?

In general, after the initial meeting, the Detroit Mercy entity and MarCom will engage in the following:

1. 1. Follow-up email to summarize meeting, expectations, goals and next steps. MarCom will send a follow-up email to confirm details from t meeting and list the next steps and responsibilities.
   2. Integrated draft plan. Establishment of formal marketing & communications integrated draft plan, which will include media relations activities and a timeline for activities. Note that this plan may undergo change following the initial distribution for review.
   3. Possible development of a survey instrument for current students and, if applicable, prospects to identify key program features and benefits and why they chose Detroit Mercy.
   4. Departments/programs/entities will administer the survey to their target audience and provide a deadline to complete survey. This may or may not include a small incentive for those to complete by deadline.
   5. Review of survey results and key selling points to help in establishing specific goals and objectives, as well as an agreement on desired results.
   6. Competitor and core message examination and analysis for other programs at other institutions to determine Detroit Mercy’s specific niche. This would include the assistance of an external firm as well, which can apply specific search criteria to uncover internet users currently searching for similar information online.
   7. Summarization of market intelligence gained through survey results.
   8. Identification of 3-4 key marketing messages based on survey information, the competitor analysis and other details known about the program’s appeal.
   9. Agreement on what will constitute a conversion for the marketing effort. For example, MarCom currently tracks click-through rates from digital ads to specific Detroit Mercy websites; clicks on Apply Now buttons; clicks on specific emails included in ads; clicks on form fills; and clicks on phone numbers. MarCom is unable to track filled applications in SLATE since SLATE is a third-party platform and MarCom is unable to place pixel codes on this site.
   10. Identification of imagery for use on marketing assets.
   11. Creation, review and approval of marketing assets (digital ads, social media ads, SEM products, print ads, etc.).
   12. Testing of marketing assets with key demographic audience members prior to implementation.
   13. Revisions to messages and marketing assets based on target audience input, analytical performance and target audience behavior.
   14. Output of final assets.
   15. Agreement on what will constitute a conversion for the marketing effort. For example, MarCom currently tracks click-through-rates from digital ads to specific Detroit Mercy websites; clicks on Apply Now buttons; clicks on specific emails included in ads; clicks on form fills; and clicks on phone numbers. MarCom is unable to track filled applications in SLATE since SLATE is a third-party platform and MarCom is unable to place pixel codes on this site.
   16. Analysis of analytics during and after campaign. This will include periodic reports during the ongoing campaign in order to adjust messages based on data.

MarCom works with individual departments, divisions, colleges and 海角大神 units to develop integrated marketing and communications plans comprised of organic and paid marketing communications and media relations to achieve specific goals. These plans include detailed performance analytics that MarCom uses to make adjustments during campaigns and to optimize the reach of all marketing.

Marketing Research

MarCom engages in the study of the latest marketing research on a weekly basis. EAB, Noel Levitz, The Chronicle of Higher Education, Cision Higher Education Media Study and other reports, publications, conference proceedings undergo regular, in-depth review by MarCom staff weekly. If you have an interest in learning more, or wish to review this material, please contact MarCom and we will be happy to send you information.