M A R K E T I N G A N D C O M M U N I C AT I O N S R E P O R T F O R T H E C O U N C I L O F T R U S T E E S S E P T E M B E R 2 0 2 0 System redesign/integration and pandemic-related communications (internal and external), new advertising messaging, and a continued emphasis on the content strategy for our new website were among our areas of focus during the past quarter. System redesign/integration You are aware that the State System announced in July integrations that would involve three pairings – Edinboro/Slippery Rock, Cal U/Clarion and Lock Haven/Mansfield. In early September, the System pivoted away from its initial plan after an early review of the data showed that Slippery Rock would best be served as a stand-alone university and that three-school affiliations could hold greater promise. As a result, Edinboro is paired with Cal U and Clarion, while Bloomsburg was expected to join Mansfield and Lock Haven, completing that trio. The new western Pennsylvania configuration was announced on Sept. 14 to faculty, staff and students on the campuses involved. Edinboro alumni, local legislators, borough officials and the regional media were also notified. The announcement sparked a good deal of media interest regionally and also from Inside Higher Education, a leading higher education trade media outlet. Edinboro Vice President for Marketing and Communications Angela Burrows is a member of Edinboro’s integration team and will be working with System, Cal U and Clarion colleagues to direct and manage continued change- management communications. Pandemic-related communications As has been true since March, COVID-19 and its many consequences have monopolized much of the bandwidth of the Marketing and Communications division. Since the COT last met, we created a COVID tracker webpage. If you haven’t already, please check it out. All reports of positive cases are tallied on this page, which also provides an explanation of our communications protocols and other information related to positive COVID cases. On a related note, we continue to take COVID-related questions from parents, students, faculty and staff, although that has slowed down quite a bit in the past couple of weeks. A COVID-related safety video featuring Dr. Huang, Director of Environmental Health and Safety Jim Dahle and SGA President Nick Helfer has been produced. The video is intended to reinforce our messaging around the importance of following health and safety guidelines and to remind students of the steps we are taking to keep them safe. Heck, even Angus is wearing a mask or a tablecloth that doubles as a mask! 1
New advertising strategy/messaging Our advertising messaging has shifted a bit in light of the pandemic. Here are some examples. Themes emphasized include optimism, resilience and persistence. For those who see For those who For those who a brighter w on’t hit inspire tomorrow pause. As noted in past reports, we’ll be investing again this year in the Pittsburgh and eastern Ohio regions, expanding into the Akron area, and will be upping our spend in Erie using funds pulled from western New York. While we will continue to do digital ads in western NY, the ROI on our traditional advertising in that market indicated minimal payoff, so we are abandoning our traditional advertising in that area. Although our primary traditional advertising emphasis will continue to be on outdoor, video and audio, we will be doing a small number of special print ads again this year in outlets such as the Pittsburgh Promise magazine and Erie’s October business magazine. We have also purchased some ads in Crawford County to ensure a presence there. Content strategy for new website The past quarter saw a significant investment of time in development and execution of the content strategy for our new website. You are aware, we are on track to launch the new site in early 2021. Program review Recently, we’ve answered a multitude of questions around the academic program review and what it means for the University’s studio arts programs. We worked with Dr. Huang and Provost Michael Hannan on a communication intended to update students and other members of the campus community about the review, which alleviated the concerns of some and raised additional questions in others. 2
Virtual events Given the pandemic, we have a number of virtual events planned, once again, for this year, including a virtual commencement ceremony, an Uncomfortable Conversations installment, a Diversity Dialogues series, a campus driving tour video and a virtual Homecoming event to name just a few. We have plans to develop a multiplatform campaign for Diversity Dialogues, work on which has already begun. Redo of our Admissions pieces Because the print materials that are part of our Admissions mail flow have been used for three years, we decided to give them a facelift, beginning with the Viewbook, our primary print piece. We changed out the cover and inside page design of the Viewbook and updated some of the content as well. TRANSFER YOUR NEXT STEPS YOUR CREDITS. TO BECOMING A if a college or university is the right fi t for you. Edinboro FIGHTING SCOT open fi elds, wooded areas and its own fi ve-acre lake. TRANSFORM YOUR LIFE. ce Undergraduate Admissions Offi 200 East Normal Street Academy Hall Upon receipt of your application and offi cial high school and college transcript(s), NS-2020-21 an offi cial credit evaluation will be completed and provided to you. The credit evaluation In order to accept your offer of admission to Edinboro University, please confi rm Offi ce of Admissions admissions@edinboro.edu • 814-732-2761 Sheila McCarthy, Coordinator of Transfer Admissions smccarthy@edinboro.edu • 814-732-1756 enrollment today. Transferring is easy at Edinboro. You’ll quickly fi nd out how close you are to 2020-2021 EDINBORO HONORS COLLEGE Undergraduate Admissions Offi ce edinboro.edu/equal-opportunity Conclusion No doubt over the coming months, the emphasis on System redesign and the pandemic will remain a priority, especially with our internal constituencies, but also with other groups. Meanwhile, we will continue to make progress toward our goal of a first-quarter 2021 launch of Edinboro’s new website. Progress is being made! 3
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