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SANTA CLARA UNIVERSITY

FY’12

INTEGRATED MARKETING COMMUNICATIONS

PLAN

Office of Marketing and Communications

September 15, 2011

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Table of Contents FY’12 INTEGRATED MARKETING COMMUNICATIONS PLAN Mission, Vision, Values Pages 3 - 4 SCU Brand Strategy Page 5 Key Success Factors Page 6

FY’12 Integrated Marketing Plan by Priority Objective:

1. Increase SCU Visibility and Enhance Reputation Pages 7 - 17

2. Prepare Key Audiences for Next Capital Campaign Pages 18 - 31 3. Support Enrollment Services Success Pages 32 - 37 Brand Personality/Image Page 38 Core Attributes and Descriptors: Pages 39 - 41

• Academic Excellence • Jesuit Philosophy • Ideal Location • Engaged Community

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VISION Santa Clara University will educate citizens and leaders of competence, conscience, and compassion and cultivate knowledge and faith to build a more humane, just, and sustainable world

MISSION The University pursues its vision by creating an academic community that educates the whole person within the Jesuit, Catholic tradition, making student learning our central focus, continuously improving our curriculum and co-curriculum, strengthening our scholarship and creative work, and serving the communities of which we are a part in Silicon Valley and around the world.

FUNDAMENTAL VALUES The University is committed to these core values, which guide us in carrying out our mission and realizing our vision: Academic Excellence. We seek an uncompromising standard of excellence In teaching, learning, creativity, and scholarship within and across disciplines.

Search for Truth and Goodness. We prize scholarship and creative work that advance human understanding, improve teaching and learning, and add to the betterment of society by illuminating the most significant problems of the day and exploring the enduring mysteries of life. In this search, our commitment to academic freedom is unwavering. Engaged Learning. We strive to integrate academic reflection and direct experience in the classroom and the community, especially to understand and improve the lives of those with the least education, power, and wealth.

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Commitment to Students. As teachers and scholars, mentors and facilitators, we endeavor to educate the whole person. We nurture and challenge students -- intellectually, spiritually, aesthetically, morally, and socially - preparing them for leadership and service to the common good in their professional, civic, and personal lives. Service to Others. We promote throughout the University a culture of service -- service not only to those who study and work at Santa Clara but also to society in general and to its most disadvantaged members as we work with and for others to build a more humane, just, faith-filled, and sustainable world. Community and Diversity. We cherish our diverse and inclusive community of students, faculty, staff, administrators, and alumni, a community that is enriched by people of different backgrounds, respectful of the dignity of all its members, enlivened by open communication, and caring and just toward others.

Jesuit Distinctiveness. We treasure our Jesuit heritage and tradition, which incorporates all of these core values. This tradition gives expression to our Jesuit educational mission and Catholic identity while also welcoming and respecting other religious and philosophical traditions, promoting the dialogue between faith and culture, and valuing opportunities to deepen religious beliefs.

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FY’12 SCU BRAND STRATEGY Brand Positioning - SCU is an academically excellent university that educates citizens and leaders of competence, conscience and compassion for a more humane, just, and sustainable world. SCU Core Attributes - SCU will be known for:

• Academic Excellence • Jesuit Philosophy • Engaged Community • Ideal Location

OMC Goals - our focus will be to: • Increase visibility and awareness of Santa Clara University (Brand Presence) • Build understanding of SCU’s distinctive core attributes and qualities • Generate appreciation for SCU’s contributions and commitment to excellence • Create preference for SCU (apply; matriculate; participate; support)

OMC FY’11 Priority Objectives - our resources and efforts will:

• Increase SCU Visibility and Enhance Reputation • Prepare Key Audiences for the Next Capital Campaign • Support Enrollment Services Success

Key Outcomes - OMC’s activities will benefit SCU by: • Expanding SCU’s visibility and enhancing its reputation • Attracting top students to apply and matriculate • Encouraging participation and investment from alumni and donors

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KEY SUCCESS FACTORS - we will know we’re successful when we have

• Increased student selectivity (undergraduate): § SAT/ACT § GPA/Class Rank § % admits; yield § Diversity

• Increased local, regional and national media coverage: § SJ Mercury News; SFO Chronicle § NY Times; Wash. Post; Chron. of Higher Ed; Chris. Science Mon. § TV/Radio

• Among the highest endowed universities in the US: § $$$ per student § National rank - (top 100)

• Increased Alumni participation and increased donations: § Undergraduate alumni giving participation to 20% § SC Fund giving increase to $1.75M from $1.5M

• Higher rankings: § US News and World § Princeton Review § NSSE § Kiplinger/Business Week

• Increased recognition for distinctive programs: § Undergraduate excellence – core curriculum; personal growth § Engineering (Capstone Projects; 5 Year Program; Solar Decathlon) § Law (International Law; Intellectual Property) § Business (Executive MBA; Part-Time MBA) § Jesuit School of Theology § Centers of Distinction (Ethics; GSBI; Ignatian Tradition) § Residential Learning Communities § Community Based Learning § Campus Ministry § CASE and JAA Awards for Marketing and Communications

• Greater awareness of core attributes and distinctive qualities: § Academic excellence § Ideal location § Engaged campus community § Jesuit philosophy; education of the whole person § Undergraduate research opportunities § Student-centered education § Silicon Valley internship; career opportunities § Exceptional retention and graduation rates § Stunning campus/modern facilities § Educating leaders and citizens of competence, conscience and

compassion

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PRIORITY OBJECTIVE #1

Increase SCU Visibility and Enhance Reputation Key Audiences:

• Prospective Students and Parents • Alumni, Donors and Friends • Business/Civic Leaders and Key Influencers in Higher Education • Faculty and Staff • Parents of Current Students • General Public

A. SCU Brand Management Leadership Purpose – Provide direction and leadership in the development, articulation, and presentation of SCU’s brand positioning, image, and graphic identity to assure an effective, compelling, and consistent delivery of University messaging. Objectives:

• Build understanding and support for an integrated marketing and communications strategy and brand presentation across units and audiences.

• Generate feedback from across SCU regarding communications needs and issues • Enhance marketing efficiencies and brand messaging consistency.

Major Activities:

• Convene committees involving key SCU communicators and other key campus groups to build an effective brand communications and integrated marketing platform.

• SCUCom [Rich] • WebCom [Rich] • Enrollment Marketing Team[Margaret] • Admitted Student Task Force [Rich] • Trustee Marketing Sub-Committee [Rich] • Santa Clara Magazine Advisory Group [Steven] • Advisory Group for President’s Speaker Series [Margaret] • Social Media Group [Deepa]

Metrics: • Regular meetings during school year • Steady participation

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B. SCU Brand Communications Standards, Guidelines, and Tools: Purpose – Develop communications vehicles; brand messaging platforms and University information sources for SCU communicators to enable an integrated and effective marketing effort. Objectives:

• Provide SCU communicators with up-to-date information and key messaging elements to assist communications efforts and ensure accurate and consistent transfer of information across audiences and media.

• Provide tools to campus community to enable them to become self-reliant and function more effectively.

• Conduct effective internal marketing to enhance internal understanding, appreciation and collaboration.

Major Activities and Tactics:

• Generate key information documents and tools on website [Margaret]: - NSSE results - “Points of Excellence” - “Rankings and Ratings”

• Publish important reference publications: - Facts brochure [Dona] - Campus map [Jeff] - Printed telephone directory [Allena]

• Conduct and communicate the Survey of Recent Graduates, Class of 2011. [Margaret]

• Update University style guidelines for Web and editorial usage; post to OMC site with other guidelines (visual, brand, design) and communicate its availability. Ongoing [Jeff]

• Provide Writing for the Web and Google Analytics workshop in Spring 2012. • Audit and improve OMC-owned sites. Ongoing [Jeff/Dona/Russ] • Improve the ease of use of SCU Stories for site administrators. Jeff/Russ • Actively market the SCU stories to publishers and site administrators; offer

help with posting to those with sites of high interest to prospective students [Margaret]

• Improve www.scu.edu/omc so that it is clearer to users what services OMC provides; improve the graphic look. [Rich]

Metrics:

• Consistent use of brand identity elements and key messages • On time, on budget delivery of key deliverables • Positive evaluations from workshop participants

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Contingent Activities: • Contingent on additional staff, develop and conduct new workshops, both in

existing HR format and for specific work groups. Possibilities include Content Strategy, Advanced Web Writing, Simple User Testing, and Auditing Your Own Website.

• Contingent on additional staff, develop OMC webinars based on workshop offerings so that clients can take at their own time and pace.

• Contingent on additional staff, develop a plan for testing and improving the Web Publishing site (http://www.scu.edu/webpublishing/ ), which we share with Media Services.

C. SCU Stories Purpose – Generate understanding of and appreciation for the remarkable individuals who comprise the SCU community by demonstrating their rich and diverse accomplishments and activities, thru short vignettes, which can be placed across the website in areas trafficked by key external audiences. Objectives:

• Provide a tool for SCU site administrators, content owners, and publishers whose use of SCU Stories will raise the visibility and reputation of SCU among their key audiences.

• Demonstrate the myriad specific, individual ways that SCU inspires action, good work, and scholarly excellence.

• In some very strategic cases, we will post the stories on non-OMC owned pages ourselves.

Key Audiences: The immediate audience for these profiles includes site administrators, content owners, and publishers for SCU, who will use the profiles on their pages to reach:

• Prospective students • Parents of prospective students • Alumni and donors • Faculty and staff • Faculty at other institutions

Major Activities:

• Enlarge the database of profiles with emphasis on examples of outstanding faculty who foster positive student outcomes, current students who have been transformed by their SCU experience, and recent alumni who have used their SCU experience to start new careers in the workplace or graduate school.[Margaret/Jeff]

• Leverage stories from the view book, the SCM, the President’s Report, press releases, academic departmental newsletters, etc. [Margaret/Jeff]

• Use Facebook as an engagement tool to publicize SCU Stories and to solicit story ideas from alumni and current students [Jeff]:

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§ Plan by December 2011 § Launch project by January 2012

• Improve graphics and user interface so that this site serves both as a warehouse for internal audiences in search of profiles and as a destination for external audiences. [Clay]

• Achieve more even balance in ethnicity, gender, and academic discipline. [Jeff] • Audit the site for inappropriate categorization, employees who no longer work for

SCU, content that is inappropriate or dated. Improve policy statement and documentation of “How to use SCU Stories” for clarity and consistency [Jeff]:

§ Complete audit by November 2011 § Recommend revisions completed by February 2012

Contingent Activity:

• Contingent on staff increases, increase profiles with videos and slideshows. • 30 Second TV Image Commercial For Basketball[Rich]

Metrics:

• User testing results from OMC site and Web Publishing site research • Positive evaluations from workshop participants • Increased use of SCU Stories by Web Administrators • Use Google Analytics to monitor 10% increase in visits from 45,163

Priority Objective #1 – Increase SCU Visibility & Enhance Reputation

FY’12 Web Communications Plan Purpose - Provide direction and leadership in the development, articulation and presentation of SCU’s brand positioning, image and graphic identity to assure an effective, compelling and consistent delivery of University messaging. Objectives:

• Provide brand image and design leadership to understand internal needs and build understanding and compliance of brand standards and guidelines

• Build understanding and support for an integrated marketing and communications strategy and brand presentation across units and audiences

• Enhance marketing efficiencies and brand messaging consistency Key Audiences:

• Site Administrators • Alumni • Donors • Prospective Students • Parents • Faculty and Staff

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MAJOR ACTIVITIES A. scu.edu Web Communications Leadership:

• Manage top level of scu.edu to assure effective and consistent presentation of SCU core attributes, key messages, and graphic image

• Provide training and support of University Content Management System for Site Administrators

• Generate feedback from across SCU regarding communications needs and issues B. Brand Image Management:

• Quarterly WebCom meetings • Monthly Website Administrators meetings and training • Graphic Standards and Guidelines • Ongoing Template Design and implementation

C. scu.edu Brand Identity and Website Graphic Development: • scu.edu branding, graphic standards, and guidelines • scu.edu website structure and architecture • Home page design • Template design • Homepage and sub site naming and nomenclature • Top level site graphics • Banner design • Widget development, placement, and maintenance • Spotlight feature development and placement

D. scu.edu Website Management: • SCU Experience • News and Events • SCU Today • Directory Page Management • Subject Category Sites:

- About SCU - Admission - Academics - On Campus - New and Information - Alumni

• Major Audience Portal Management: - Prospective Students - Current Students - Alumni - Faculty and Staff - Visitors - Family

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E. SCU Information and Brand Image Resource Tools: • Points of Excellence - ongoing • Rankings and Ratings - ongoing • SCU Graphics/Brand Identity Standards and Guidelines - ongoing • Editorial Standards practices – ongoing

F. Common Spot CMS Management: • Training • Workshops • Support • Open labs • One on one training • Traffic pattern analysis

G. SCU Facebook Page:

• Redesign (Summer ’11) • Introduction (Fall ’11)

H. Social Media Landing Page – Facebook; Twitter; YouTube; LinkedIn:

• Aggregate (Fall ’11) • Design (Fall ’11) • Introduction (Winter ’11)

I. SCU Stories:

• Maintain site; add new entries as received • Place stories on relevant sites • Promote visibly through development and targeted placement of widget

J. Mobile Communications: (ongoing)

• Work with media Services/Brian W. to enhance SCU mobile efforts K. Provost Web Site:

• Template Design (Fall ’11) • Revise Architecture (Fall ’11) • Introduction (Fall ’11)

L. JST Site Redesign:

• Strategy; Planning (Winter ’11) • Core Attribute Development; Key Messaging; Nomenclature (Spring ’11) • Home Page Design/Graphic Support (Summer ’11)

M. ZipCar Update: • Update site; modify language for SCU members (Summer ’11) • Add new “Community-based learning affiliate membership page (September ’11)

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N. OMC Site Redesign: • Department overview; charge; competencies • Intake process • Project development guidelines • Standards and guidelines • Resource Tools

O. Environmental Studies and Sciences Web Site Design:

• Create web site design, structure, and organization for new Department • Create graphics for banners; widgets, and sidebar information • Create templates for lower level pages and organize content • Provide links to videos, stories, and relevant information • Integrate content and select photos for all pages

P. Chancellor Site:

• Create site for new Chancellor, Fr. Rewak • Integrate personal information and link to relevant pages • Select graphics and photos to enhance page

Metrics - Overall:

• Increase number of visitors to scu.edu: external and internal (5%) • Maintain participation in Site Administrator and WebComm meetings

Priority Objective #1 – Increase SCU Visibility & Enhance Reputation

FY’12 Media Relations and Communications Team Goals

• Increase visibility and awareness of Santa Clara University faculty, staff and

student programs • Build understanding of SCU’s distinctive core attributes and qualities through

news media coverage of distinctive faculty, staff and student programs • Support the president’s office with some strategic internal communications and

crisis communications National Media Relations Primary Audiences:

• General Public • Key Influencers • Alumni, Donors

Secondary Audiences: • Faculty &Staff • Prospective Students &Parents

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Purpose - Develop and lead a campus-wide media relations effort to generate greater visibility for the university with key external audiences and enhance understanding and appreciation of SCU’s core attributes, distinctive qualities, major accomplishments and contributions through a broad range of activities impacting general and specialized media locally, regionally and nationally.

A. Goal: Identify research, develop and pitch stories highlighting Santa Clara University people, programs and mission.

Responsibility: Media Relations Team according to assigned beats Timeline: Calendar of events July 2011-Dec 2011 attached Major Activities:

• Meet with faculty to unearth and develop story ideas about scholarship and teaching practices and research. Weekly

• Write press releases about events, programs, research. Weekly • Meet with staff to unearth and develop story ideas about students. Monthly • Identify opportunities on editorial calendars. Annual • Work with breaking news -- print and broadcast -- and get SCU faculty and staff

experts out to the media. Daily. • Email to reporters experts list specific to major issues. Contingent on breaking

news. • Respond to reporter requests for information and experts promptly practicing the

tenets of good media relations. Daily • Work with campus communications professionals to seek out and promote events

likely to generate media interest. Weekly METRICS: 3 % INCREASE IN $ VALUE AND MEDIA RELATIONS PLACEMENTS

B. Goal: Manage National Media Relations program with Halstead Communications Responsibility: Deepa Timeline: Ongoing Major Activities:

• Work with Halstead Communications to identify East Coast media opportunities, Such as New York Times, Washington Post, Chronicle of Higher Education.;

• Set up calls with SCU faculty and staff to identify news worthy stories and research.

• Organize annual on campus visit to meet with SCU faculty and staff

METRICS: 3 % INCREASE IN $ VALUE AND MEDIA RELATIONS PLACEMENTS

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C. Goal: Showcase Santa Clara’s President and senior administrators as thought leaders in their respective fields to enhance Santa Clara’s reputation among key audiences and influencers.

Responsibility: Media Relations Team Timeline: Ongoing Major Activities:

• Look for opportunities for President and targeted senior administrators to meet with media.

• Set up interviews and editorial meetings for SCU President. • Look for opportunities for senior staff and faculty to comment on issues in higher

education. • Help SCU faculty and staff develop and place op-eds that reflect Jesuit values and

scholarship. • Invite reporters to campus to meet with faculty and staff.

METRICS: 3 % INCREASE IN $ VALUE AND MEDIA RELATIONS PLACEMENTS

D. Goal: Build understanding of and participation in media relations activities among faculty and staff and administrators

Major activities

• Host 2 Op-ed workshops on campus that allow faculty and staff to meet with professional opinion writers and learn the art of crafting an op-ed. Fall 11 and spring 12 Responsibility: Deborah

• Host annual media relations lunch for faculty, administrators and staff. Spring12 Responsibility: Deepa

• Maintain a dynamic on-line reference tool – Experts List- that allows external media 24/7 opportunities to contact faculty and staff experts on relevant topics for fast-breaking stories. Responsibility: Deepa

• Post news stories on media web site – SCU Today Responsibility: Deborah and Connie

METRICS: # of faculty participating in workshops, participating in media lunch, stories on SCU Today

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E. Goal: Build campus wide support for Media Relations activity among senior administrators, President’s staff and faculty.

Major activities

• Create media coverage reports. Quarterly. Responsibility: Deepa • Report on media coverage to faculty and staff with SCU in the News email

Twice a month. Responsibility: Deborah • Update media mentions on SCUToday web site. Weekly. Responsibility: Deepa • Create clip book with select media clips for distribution to administrators. Annual.

Responsibility: Deepa

Crisis Communications and Issues Management Primary Audiences

• General Public • Key Influencers • Alumni, Donors • Faculty &Staff • Prospective Students, Parents

Purpose - Develop and lead campus-wide crisis communication protocol for handling of controversial issues of interest to the media.

A. Goal: Identify and develop strategies to ensure the most positive presentation of SCU. Limit negative media exposure by leading SCU preparation and response through development and dissemination of a range of tactics and key messaging tools

Timeline: Fall 2011 Major activities:

• Work with Office of the President to streamline communication protocol for

strategic audiences for planned and unplanned announcements Responsibility: Deepa/Deborah/Connie

• Create repository of resumes and bio information of senior administrators and trustees to be used in an emergency and accessible from offsite locations Responsibility: Deepa

• Create shared resources on Gdocs and/or/ Zdrive to access crisis communications materials and templates from offsite location Responsibility: Deepa

• Get trained in use of SCU Alert emergency notification system. Responsibility: Deepa/Connie/Deborah

• Work with webmaster and web marketing manager to set up Wordpresss blog to be used in event of emergency. Responsibility: Deepa

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• Create protocol for use in emergency using BBNC. Responsibility: Deepa • Meet monthly with general counsel, VP for student life, and other administrators

to stay abreast of negative issues that could potentially impact reputation Responsibility: Deepa

• Write talking points for Office of the President on controversial issues as requested. Responsibility: Deepa/Connie/Deborah

• Maintain crisis communications plan. Responsibility: Deepa

METRICS: To Be Determined

Internal Communications Purpose - Raise faculty/staff awareness, understanding and, appreciation of SCU activities, accomplishments, and media placements and encourage increased participation to help SCU achieve a greater share of voice in media. Major activities:

A. Write, manage, edit, and distribute SCU’s award-winning faculty and staff bi-weekly online newsletter bringing information of campus events, accomplishments, news and information, and encouraging increased media involvement and participation. Redesign FYI and work with IT and Development to use BBNC to deliver FYI to faculty and staff

Sept 2011- June 2012. Responsibility: Connie Metrics: To be determined

B. “SCU in the News” online media relations clips report – Communicate twice-a-month summary of news placements involving campus community to raise awareness, share information, and encourage greater media relations involvement. Ongoing. Responsibility: Deborah

C. Faculty and Staff Media Training – provide guidance and training to campus audiences to enhance their ability to interact successfully with media and encourage increased participation for faculty, staff and administrators.

Responsibility: Deepa/Deborah Connie

D. Community Relations – write, edit, and produce bi-annual 4 page newsletter for local community to inform them about and engage them in SCU activities.

Fall 2011 and Spring 2012. Responsibility: Deepa Metrics: on budget and on time.

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PRIORITY OBJECTIVE #2 Prepare Key Audiences for Capital Campaign A. Santa Clara Magazine Objectives:

• Provide a communications vehicle for key audiences that informs, engages, and inspires ongoing support of the University.

• Continue to build on ways in which SCM can embody the intellectual and spiritual richness of the University and engage readers on multiple levels.

Primary Audiences:

• Alumni • Donors • Friends of University

Secondary Audiences: • Parents • Faculty and staff • Admitted students

Major Activities:

• Publish quarterly 48-page magazine that includes engaging, informative, and surprising feature articles, news, and profiles. Ongoing [Steven]

• Build on the success of the online magazine by building an overall landing page for the publication and by enhancing Web exclusive material. [Steven/Clay]

• New fresh content to build on success in redesign of online magazine. [Steven]

• Ensure that the Santa Clara Magazine Advisory Board remains a vibrant, productive source of ideas and discussion. Ongoing [Steven]

• Build on Grand Reunion use of Class Notes to foster more and more extensive Class Notes. Ongoing [Steven]

• Support gift planning by creating compelling stories/profiles about the program. Ongoing [Steven/Jeff]

• Publish a spring issue that appeals to both prospective students and regular readership.[Steven/Margaret]

Contingent Activities:

• More and more dynamic class notes. • Increased multimedia content and other Web exclusives online. • Expand magazine from 48 pages to 60. • Provide an increased range and number of alumni profiles; and more active

use of SCM blog.

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Metrics: • Sustained quantity and quality of letters to the editor • Second CASE survey indicates increased effectiveness and customer satisfaction

over first survey results. • Quarterly Google Analytics reports indicate an increase in visitors to the online

SCM from last year to this year. Note that because of the redesign, 2011–12 is being used to establish baseline data, because prior data was not as detailed or useful. Also note that variations occur from season to season.

• Openings and click-throughs of emails announcing availability of online magazine increase.

• Amount donated to SCM is sustained at approximately $90,000 annually. • Produce quarterly analytics report:

§ Format of report developed (after development of new landing page) – September 2011

§ October 2011 (for data on summer issue) § January 2012 (for data on fall issue) § April 2012 (for data on 2012 issue) §

• Conduct reader survey: § Get survey in the field – October 2011 § Survey closes – November 2011 § Complete Report – December 2011

• Present Report to Advisory Group – January 2012

B. Expand Base of Alumni Donors Objectives:

• Assist Development in realization of participation and $$ goals for FY 2011–12. • Build visibility and understanding of the importance of giving. • Help grow culture of philanthropy at SCU.

Primary Audiences:

• Alumni • Donors • Parent • Faculty and staff • Current students

Major Activities:

• Develop three one-minute videos: November feature in which people say why they are grateful for Santa Clara; December thank-you; and one other.[Rich]

• Advertise annual fund in Class Notes. Twice a year [Steven] • Highlight the benefits of giving to SCU through stories that showcase the impact

of support. Ongoing [Jeff]

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• Assist the Development website by modifying existing SCU Stories to fit in the “Giving Stories” database. Ongoing [Russ/Jeff]

• SC Fund Direct-Appeal Campaign § Year-end letter solicitation – approved text by November, 2011 § Update to current “celebration” brochure

o Assist SC Fund staff in designing new package [Linda/Jeff] – October 2011

o Writing for new package completed [Jeff] – February 2012 [Jeff] § Giving Impact e-newsletter

o Design template for e-newsletter [Linda] – October 2011 o Text completed [Jeff] – delivery September and December 2011

and January through May 2012, then multiple times in June 2012 • Demonstrate benefits of giving in financial section of President’s Report. [Jeff] • Publish letters, stories, relevant info pertaining to giving to SCU when

possible.[Steven] • Publish stories for website placement.[Jeff]

Contingent Activities:

• “All-in-one mailer to hand out at events – would touch on both estate planning and importance of annual gifts

Metrics:

• Percentage of alumni givers increases significantly from 20% to 22% • Increase AF giving to $2.5M from $2.0M • Google Analytics reports on the improved portions of Development site

C. Gift Planning Communications Objectives:

• Increase visibility of Gift Planning opportunities available at SCU. • Generate greater understanding of Gift Planning programs. • Help accomplish Gift Planning financial goals.

Key Audiences:

• Current Bergin Society members • Current donors • Prospective donors/older alumni • Faculty and staff

Major Activities:

• Conceive, design, and produce high-end brochure to illustrate ways of making a planned gift [Margaret/Jeff]:

§ Initial meeting held July 2011 § Donor interviews and photography planned – September 2011 § Interviews and photography completed – January 2012

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§ Text written and reviewed – March 2012 § Brochure delivered – June 2012

• Develop SCM ads with donor profiles [Jeff] – Four times per year • Edit emails, email newsletters, and hardcopy newsletters [Jeff]

Metrics:

• Increase new bequest intentions from 6 to 15 • Increase new Bergin members from 30 to 100 • Increase new Life Income gifts from 5 to 10 • Increase $ in planned gifts to $7M:

§ $4M in new booked gifts § $3M in bequests realized

D. President’s Communications Objective:

• Provide strategic messaging support and formal communications to maximize brand positioning and assure alignment with SCU brand communications.

Key Audiences: • Alumni, donors • Business/civic leaders and influencers • Prospective students • Parents • Faculty and staff

Major Activities:

• Collaborate on development of semiannual Parent letters[Margaret/Jeff] • Holiday card [Linda] • Invitations [Jeff/Linda] • Speech support for President’s Speaker Series [Margaret] • Write copy and manage distribution of honorary degrees at Commencement [Jeff] • Institutional advertising [Jeff/Linda] • Work with President’s office on Strategic Plan stump speech [Margaret]

Metrics:

• Google Analytics reports on online President’s Report • Favorable results of research on print report

E. Strategic Plan Communications Objectives:

• Establish the Strategic Plan as a key element to realizing SCU’s goals. • Maintain the visibility and importance of the Strategic Plan.

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Key Audiences: • Alumni • Donors • Corporations • Parents • Faculty and staff

Major Activities: • Strategic Plan messaging [Rich] • Promote activities that support strategic plan on SCU website and through key

University communications. [Rich] • Expand and refine the Strategic Plan communications to include activities and

metrics from all key units and articulate it to key audiences. [Margaret] • Develop stories and examples as boilerplate for each strategic priority and share

with Development and President’s Office. Ongoing [Margaret] • Develop SCM stories that illustrate the Strategic Plan. Ongoing [Steven] • Plan and develop 2010–11 President’s Report based on Strategic Plan.[Margaret} • Finish production and take delivery of an Engineering capabilities brochure that

uses the strategic plan as its framework. August 2011 Metrics:

• Delivery of President’s Report –January 2012 • Regular placement of stories in SC Magazine, President’s Report, website, and

collateral that demonstrate progress toward realizing Strategic Priorities. F. Campaign Preparation Objectives:

• Build understanding and appreciation for SCU’s distinctive qualities and accomplishments.

• Establish dialogue with key audiences regarding SCU’s plans and vision • Maintain visibility of the Strategic Plan. • Support major fundraising projects.

Audiences:

• Alumni • Donors • Corporations and foundations • Faculty and staff Parents • Friends

Major Activities:

• Development of Case Statement – June [Rich] • Completed Prospectus – Fall [Rich] • Prospectus – Winter [Rich]

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• Softball stadium prospectus – July [Rich] • Prospectus for Enrollment Building – September [Rich] • Prospectus for Arts building – TBD [Rich] • Communications support for Grand Reunion and other events [Margaret/Jeff]

Contingent Activity:

• Contingent on availability of funds, leverage Admission communications Metrics:

• Increased participation in Grand Reunion and other Alumni events G. FY ’11 President’s Report Objective: Build understanding, appreciation and support for SCU by creating dialogue with key audiences on:

• Major strategic directions and initiatives that distinguish SCU • Financial performance and financial health of the university • Significant accomplishments, activities and awards featuring faculty, staff,

students, volunteers, alumni and donors

Key Audiences: • Alumni, donors • Prospective students and parents • Business/civic leaders and influencers

Major Activities:

• Develop and produce the President’s Report [Margaret]: • Initial meeting with Rob – August 2011 • Initial meeting with President – August 2011 • Report researched, written, and reviewed by – November 2011 • President’s Report delivered by – January 2012

• Emphasize the 2011 Strategic Plan. [Margaret] • Develop “Highlights” that identify key accomplishments of 2010–11.

[Jeff/Allena] • Develop more and better financial information in the President’s Report,

especially about the significance of the endowment, the campaign for increased alumni participation, and about surviving the economic downturn. [Jeff]

• Post online version to president’s website and link to it from relevant sites within the SCU domain. [Jeff/Clay]

• Distribute to key influences such as President’s Report to college presidents, deans, provosts, and others likely to vote in U.S. News & World Report rankings. [Margaret]

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Metrics: Develop and conduct research on effectiveness of 2010–11President’s Report:

§ Research plan by December 2011 § Research conducted by February 2012 § Research report by March 2012

H. President’s Speaker Series Objectives:

• Enhance SCU’s reputation as a leader and convener of current intellectual discourse.

• Bring new, influential audiences in contact with SCU. • Bring the University community together. • Provide intellectually exciting events for the University’s community.

Key Audiences:

• Donors and potential donors • Alumni • Influencers and opinion leaders • Campus constituents: students, faculty, staff

Major Activities:

• Work with Advisory Group to select and invite speakers for 2012–13 series [Margaret]:

§ Meeting with Rob to discuss 2012–13 Series – August 2011 § Advisory Group meeting to discuss possible new theme and wrap-

up of 2011–12 series – October 2011 § Advisory Group meeting discuss potential speakers – November

2011 § New slate of speakers – April 2012

• Develop and conduct marketing campaign for 2011–12 series [Margaret]: § Draft text of marketing brochure completed – July 2011 § Website with ticket sales launched – July 2011 § Brochures printed and mailed – August 2011

• Conduct internal communication: fyi, e-mails, etc. [Margaret] • Provide support for event, including scripting, arranging for introductions, etc.

[Margaret] • Develop and maintain website (www.scu.edu/speakerseries).[Margaret/Jeff] • Work with Center of Performing Arts to raise the visibility of cultural and artistic

events on campus.[Margaret]

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Contingent Activities: • Develop and use podcasts to market series ahead of time as well as record

presentations themselves. Investigate video podcasting. • More closely align speakers’ slates with significant authors’ book-marketing

schedules to save money on honoraria. • Partner with other groups such as the Silicon Valley Commonwealth Club to

widen speaker selection, save money, and solidify SCU’s relationships with important regional groups.

Metrics: • Consistent sell-outs and overflow crowds • Patron evaluations remain highly favorable; overall rating will average 4.5

I. Restructuring and Redesign of Alumni Relations Website Objectives:

• Restructure Alumni Relations website to make it easier and more compelling for users to engage with SCU.

• Communicate more fully the key aspects of the SCU Alumni Association: - networking opportunities - programs and activities - events - benefits - ways to participate

Key Audiences:

• Alumni. • Current students

Major Activities:

• Work with Alumni Relations and Rolling Orange to implement new navigation and site map. Done

• Work with Alumni Relations to user test their new site. § Wireframe testing – Done § Design testing – August 2011 [Margaret/Clay]

• Work with Alumni Relations and Rolling Orange to develop new interactive features. The new wireframes call for increased use of SCU Stories, Spotlights, SCUX, and other features [Margaret/Jeff]:

§ Develop plan for how SCU Stories database will need to work with new design – August 2011

§ Plan; write several new alumni features for SCU Stories – Dec’11 Metrics:

• Favorable results of user testing – November 2011 • Delivery of new website – December 2011

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J. Transition to a Community of Fund-Raising Leaders Objectives:

• Increase visibility of Santa Clara’s contributions and accomplishments. • Increase understanding of Santa Clara’s Strategic Priorities and progress. • Enhance appreciation of the need for giving support to help SCU realize its

mission and accomplish strategic priorities. Major Activities:

• Provide documentation of SCU’s progress toward realizing Strategic Plan in SC Magazine, President’s Report, website, and other materials.

• Establish and reinforce SCU’s dependence on financial support to realize goals. • Promote SCU’s financial progress in key media.

Metrics: • Regular advertising placements in SC Magazine • Increased financial focus in FY ’11 President’s Report • Regular communication to support Strategic Plan

K. School of Engineering Centennial Website Purpose: To create a stand-alone website capturing three main themes: the history and milestones of engineering at Santa Clara University, the richness and diversity of both the community and the work accomplished at SoE, and why the past should be an inspiration to alumni, prospective students, potential donors, and industry collaborators Primary Audiences:

• Engineering Alumni • Donors • Campus Community

Major Activities:

• Create a stand-alone website under the SoE sub site that is linked from the SoE homepage [Clay]—Launch in September 2011

• Identify stories that capture attention, entertain, inform, and instill pride in Santa Clara’s engineering accomplishments.[Clay/Dona] July 2011

• Develop a content strategy addressing the above key messages that are a mixture of human interest stories, examples of entrepreneurship, instances of innovation and sustainability, and highlights of the diversity of the Santa Clara engineering experience, both locally and abroad.[Clay] Done

• Develop a leveraging strategy and communicate story or media availability to potentially interested parties. Developed content should be considered for additional uses such as [Clay/Margaret] October 2011:

• Bronco profiles • Santa Clara magazine story pitches

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• Raw Development material • Potential Alumni Relations material • Tie-ins with existing SoE sub sites (i.e. programs) • FYI and SCU Stories • Library Archives Exhibit • Centennial brochure material

L. Development Website Assessment Purpose – to assess current practices and usage and upgrade to improve accessibility of information and opportunities to engage visitors Primary Audiences:

• Donors. • Alumni • Corporations and Foundations

Major Activities:

• Site Audit [Russ]—August 2011 • Recommendations[Rich/Russ] – August 2011 • Implementation of Recommendations -- November 2011

Metrics:

• Increase in Web traffic. M. Communicating the Arts at Santa Clara

• Missing Peace Exhibit [Jeff]: - Invitation – July 2011 - Brochure – September 2011 - Banner – September 2011

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Priority Objective #2: Prepare Key Audiences for Capital Campaign

FY’12 Web Communications Plan Objectives:

• Lead and support University efforts to communicate effectively and consistently • Build awareness of SCU Strategic Priorities and their relationship to the

University’s long-term success • Increase awareness and appreciation for SCU’s core attributes; distinct programs;

accomplishments, contributions, and outstanding community Key Audiences:

• Alumni • Donors • Parents • Friends • Faculty and Staff

EXPAND BASE OF ALUMNI DONORS: A. Giving Site Assessment - Russ:

• Site Audit – Summer 2011 • Recommendations – Summer 2011 • Development Plan – Fall 2011 • Implementation – Fall 2011 • Contingent Activities:

- Charts/Graphs – where does my money go? What does it do? - White Paper Information - Projects and Programs - Giving Options - Funding Principles and Criteria

B. Alumni Website Redesign - Clay:

• Usability research – June ‘11 • Wire frame development and Site build – Summer ‘11 • Naming and nomenclature – Summer ‘11 • Template design – Fall ‘11 • Implementation and Documentation – Fall ‘11 • Introduction – December ‘11

C. SCMagazine Online Expansion - Clay:

• Design/Graphics (ongoing) • Content development (ongoing) • Media enhancement – video; slideshows, etc.(ongoing)

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PRESIDENT”S COMMUNICATIONS D. FY’11 President’s Report Website:

• Develop Current Report Site (February ’12) • Publish FY’11 Report on line • Archive Past Series (February ’12)

E. President’s Speakers Series Web Site:

• Design Current Series Site (July ’11) • Collaborate with Development/Event Management (July ’11) • Archive Past Series (May ’12)

F. Promote Strategic Plan: • Provide visible links on heavy traffic sites (key audience portals, etc.) • Actively promote on News and Events (ongoing) • Introduce fresh content (ongoing) President’s Report; Stories of relevant activities • Introduce Updated Information (Fall/Winter): Unit Plans; Metrics

CAMPAIGN PREPARATION G. Prospectus Brochures:

• Softball Stadium prospectus • Enrollment Building prospectus • Arts Building Prospectus

H. School of Engineering Centennial Website:

• Development • Implementation

I. Update and Refresh Governance Sites: • Regent’s Website • Catala Club Web Site

J. 50 years of Women at SCU (Clay) – Sept’11

• Video • TimeLine • Archive Photos

K. The Arts at Santa Clara – Russ

• The Missing Peace Web Site – Fall’11

METRICS: • Increase visitors to Alumni Web site by 5% • Increase visitors to Giving site by 5% • Increase visitors to SC Magazine site by 10

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Priority Objective #2: Prepare Key Audiences for Capital Campaign

FY’12 Media Relations and Communications Social Media Purpose - Lead social media content strategy for SCU’s institutional Facebook and Twitter presence. Primary Audiences

• Alumni, • General public • Donors, • Students and Parents • Faculty and Staff

A. Goal: Set the institutional tone and voice and raise visibility and reputation among core constituencies: alumni, friends, students, parents, prospective students, and fans.

Timeline: Ongoing Major activities:

• Establish social media strategy and build upon existing efforts to become best in class to raise the visibility of SCU with fans and followers. Responsibility: Deepa

• Lead the introduction of geo-social application SCVNGR across campus and work with alumni, career center, and admissions to incorporate geo-social applications in their social media efforts. Responsibility: Deepa

• Redesign Facebook welcome, give, social media landing pages on Facebook Responsibility: Deepa/Clay

• Developing rolling editorial and content calendar for social media. Responsibility: Deepa

• Ensure all SCU social media creators are familiar with and use best practices. Provide guidance and support to other community managers as needed. Responsibility: Deepa

• Organize and lead social media working group with quarterly meetings Responsibility: Deepa

• Work with Web/IT to ensure optimal underlying infrastructure to support dissemination of knowledge across social platforms. Responsibility: Deepa

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• Develop framework for and track analytics for social media and provide regular reports to management. Responsibility: Deepa and Deborah

• Serve as the university’s Facebook and Twitter lead in posting timely content to highlight the university’s success. Leverage strategic content from the university’s online platforms in the social media “conversations” 24/7. Responsibility: Deepa/Connie/Deborah

• Monitor SCU-related Facebook and Twitter postings to ensure consistency in messaging, provide timely respond or information to existing postings, and protect the university’s reputation. Responsibility: Deepa/Connie/Deborah

• Support university stakeholders (faculty, staff and students) who are interested in entering into the social media space. Responsibility: Deepa/Connie/Deborah

• Maintain and update university’s social media guidelines. Responsibility: Deepa

METRICS: 3% GROWTH IN FACEBOOK LIKES 3% GROWTH IN TWITTER FOLLOWERS

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PRIORITY OBJECTIVE #3 Support SCU’s Enrollment Goals A. Enrollment Management Comprehensive Communications Campaign Purpose - Assist Enrollment Management in Meeting University’s Enrollment Goals Objectives:

• Establish timely communications with targeted audiences to coincide with the Admissions and Financial Aid yearly cycle.

• Provide a clear and effective brand presentation to establish SCU’s core attributes and key messages.

• Encourage key audience to visit, apply, and matriculate. Key Audiences:

• Prospective undergraduate students • Parents of prospective students • High school counselors

Major Activities:

• Collaborate with Admission on the Communication Matrix: [Margaret/Dona] § Initial matrix planning meeting – Done § Second matrix planning meeting – August 2011 § Matrix revision complete – August 2011, then ongoing

• Plan and Conduct Market Research such as user testing and focus groups [Margaret]:

§ Stealth Enrollee focus group – October 2011 § View Book focus group on new 2012 spreads – March 2012 § High-School Counselor sub site user testing – March 2012,

follow-up • Develop the 2012 View Book – delivered by June 2012 [Margaret] • Develop the Intro Piece – delivered by June 2012 [Dona] • Develop the Congratulations Brochure – due for makeover [Margaret]

§ Group to clarify RLC communication – August 2011 § Plans developed for revamped Congrats brochure – Sept’11 § Congrats brochure delivered by December 2011

• Develop the Welcome publication; delivered by April 2011[Dona] • Spring issue of SCM to admitted students – March 2012[Steven/Margaret] • Develop new visit package of materials, including NSSE inspired publication

on engagement [Margaret/Dona] • Work with Enrollment Marketing Team to help diversity goals suggested by

WASC team. [Margaret] • Enhance the undergraduate Admission website, following recommendations

from earlier research [Margaret/Dona]:

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§ Develop new homepage navigation – August 2011 § Develop new homepage design – September 2011 § Launch new high-school counselor site by February 2012 § Diversity focus group – March 2012 [Margaret] § Develop plan for redesign of diversity sub-site [Margaret]–

June 2012

• Strategize communication project to replace majority of current email communication plan [Margaret]:

§ New social media sub-group of EMT – August 2011 • Continue special events email project, delivering the following [Dona]:

§ Open House emails – September & October 2011 § Holiday e-card – December 2011 § Scholars Day emails –February to April2012 § Noche Latina email – March to April 2012 § Preview Days – March to April 2012

• Assist in Admission special events planning and marketing, especially Open House and Preview Days. [Dona]

Contingent Activity – Messaging for new Enrollment Building – contingent on funding

Metrics:

• University’s Enrollment Goals are met • Number of enrollees • Test scores/GPA • Gender balance • Ethnic balance • Geographic balance • Percentage for each college/school • Percentage from Jesuit and Catholic high schools • Applications for admission increase • Positive results from market research such as focus groups

B. SCU Experience Objective – demonstrate SCU’s core attributes and communicate SCU’s distinctive activities and programs through a compelling multimedia Web feature that brings to life the rich educational experience available at SCU. Primary Audiences:

• Prospective students • Parents

Secondary Audiences: • Faculty / staff • Alumni

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Major Activities: • Plan, produce, and launch six new videos and slideshows, each about two

minutes long, and each telling a story that embodies one or more core attributes:

§ Community Based Learning video [Margaret] – launch August 2011 § Dining video [Dona]– launch August 2011 § Plan for RTV visit; need to replace “Small Classes” video and three

others[Rich] – September/October 2011 § RTV on campus to shoot four SCUX videos [Rich]– November 2011

• Develop and implement plan to leverage SCUX content to other appropriate places on website Margaret]:

§ Develop Plan– September 2011 § Present Plan to site administrators and other groups – November 2011 § Implement plan – February 2011 § Audit for compliance – March 2012

Metrics:

• User test the new SCUX framework: • Script for SCUX testing– November 2011 • Testing of SCUX framework – completed by December 2011 • Report of SCUX testing & recommendations – December 2011 • Recommended changes, if any, – complete by March 2012

• Increase links to pages in SCU site linked to SCUX. • Assess video and sidebar usage through Google analytics and RTV reports • Assess usability by user testing the framework w. • Next year, results of desirability testing will show the effectiveness of the

content itself. C. School of Engineering Communications – Capabilities Brochure Finish production and take delivery of an Engineering brochure that uses the strategic plan as its framework. August 2011 Purpose – the brochure will identify and bring to life the programs, activities, and accomplishments of key members of the School of Engineering, including faculty, students, alumni, and staff. Objectives:

• Serve as a promotional and informational tool for prospective students. • Raise awareness of key programs and accomplishments among alumni and

donors. • Provide an overview of the school for prospective employees.

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Key Audiences: • Prospective students • Alumni • Donors • Parents • Prospective employees

Priority Objective #3: Support Enrollment Management Goals

FY’12 Web Communications Plan

Objectives:

• Assist Enrollment Management in Meeting University’s Enrollment Goals • Provide accessible, accurate and timely communications with targeted

audiences to coincide with the Admissions and Financial Aid yearly cycle • Provide a clear and effective brand presentation to establish SCU’s core

attributes and key messages • Encourage key audiences to visit, apply, and matriculate

Key Audiences:

• Prospective undergraduate students • Parents of prospective students • High School Counselors

MAJOR ACTIVITIES A. Redesign SCU Undergraduate Admissions Web Site - Russ Purpose – provide key audiences with accessible enrollment information and compelling content that will enhance their understanding and appreciation of SCU’s processes, offerings, and distinct characteristics

• Conduct audit of current site - completed • Present findings; recommendations - completed • Identify key objectives and site components - completed • Construct site architecture and content requirements – Summer’11 • Design and introduce secondary graphic components – Summer’11 • Introduce – Sept’11

Metrics:

• Increase visitations to Admissions site by 5% • Increase time spent on site by 5%

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B. SCU Experience Purpose – demonstrate SCU’s core attributes and communicate SCU’s distinctive activities and programs through a compelling multi-media Web feature that brings to life the rich educational experience available at SCU.

• Launch six new videos and slideshows, each about two minutes long, and each telling a story that embodies one or more core attributes:

§ Community Based Learning video – launched August 2011 § Dining video – launched August 2011 § Replace “Small Classes” video and three others – December 2011

• Leverage SCUX content to other appropriate places on website: § Develop Plan– September 2011 § Present Plan to site administrators and other groups – November 2011 § Implement plan -- February 2011 § Audit for compliance completed – March 2012

Metrics: • Increase links to pages in SCU site linked to SCUX. • Assess video and sidebar usage through Google analytics and RTV reports

C. Blog SCU Redesign - Clay Purpose – generate stories from actual SCU students that provide a look at the SCU campus experience from different people and perspectives.

• Site redesign – Sept’11 • Introduction – Oct’11

D. SCU Market Research Presentations - Russ Purpose – Assemble relevant research studies that provide prospective student audiences with information that allows comparison of SCU with competitors:

• Graduate Outcomes Survey – Spring’12 • NSSE – Spring’12

E. SCU At-a-Glance Web site - Russ:

Purpose - Provide a one-stop location with all pertinent information for prospective audiences (e.g. Rankings; Recognitions; Points of Excellence; Student Profile; costs)

• Development - Fall’11 • Introduction - Fall ’11

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Priority Objective #3: Support Enrollment Management Goals

FY’12 Media Relations and Communications Plan Primary Audiences

• Prospective Students • Parents of Prospective Students • High School Counselors

Student Blogs Purpose - BlogSCU hosts the authentic voice of Santa Clara students by showcasing their life on campus. Vignettes of freshman and sophomore life – academics, social life, food and fun, give prospective students an opportunity to see themselves at Santa Clara. The Blog assists Undergrad Admissions in their recruitment effort.

A. Goal: Develop and lead a group of student bloggers who represent the Santa Clara student body and allow prospective students to identify with and relate to the breadth of life and academics at SCU.

Responsibility: Deepa Major Activities:

• Search for students to write a blog about their first year experiences • Select students based on gender, ethnicity and geography and writing style • Train students in goals and objectives of BlogSCU • Work with Creative Services and Web Team to photograph and develop web site • Maintain fresh content on BlogSCU from Sept 2011 to June 2012 • Monitor BlogSCU for appropriate content • Work with OMC office manager and SCU Career Center to hire student bloggers.

METRICS: 3 % increase in page views.

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SCU BRAND PERSONALITY - IMAGE:

Engaged - Active: • Committed • Passionate • Enthusiastic • Energetic • Community-oriented

Leaders - Confident:

• Motivated • Ambitious • Adventurous • Idealistic • Happy

Intelligent - Bright:

• Smart • Curious • Imaginative • Talented • Accomplished

Ethical - Caring:

• Values-oriented • Reflective • Environmentally Aware • Responsible • Spiritual

Inclusive - Friendly: • Welcoming • Diverse • Global • Aware • Involved

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SCU CORE ATTRIBUTES AND DESCRIPTORS Academic Excellence - the main factor in determining the stature and reputation of a university; the primary decision criteria for prospective students and parents; a major motivator for encouraging investment from donors; research indicates this is where SCU needs to place emphasis: A. Academic Quality and Positive Outcomes:

• Professors are both active scholars and teachers • Highly selective, high achieving student body • Challenging academic environment and curriculum • Modern facilities, classrooms and laboratories • Global focus; study abroad opportunities • Grads have good job opportunities • Grads advance to top graduate/professional schools • Prominent alumni

B. Reputation/Image: • Nationally recognized • Educational philosophy informed by 450 year old Jesuit tradition • Rankings by US News and World Report:

- #2 University in West - Comprehensive Universities (20 years) - 85% graduation rate (#2 in U.S. - Comprehensive Universities) - 93% retention rate (#1 in West - Comprehensive Universities) - SCU featured among “Top Up-and Coming Schools” - SCU’s Residential Learning Communities and Service Learning

Programs named as “Programs to Look For” - School of Engineering - #17 in U.S. - Leavey School of Business - #32 in US - School of Law - ranked among top 100 in U.S.

• SCU ranked #5 as “Best Places to Work” by SJ Business Journal • Pay Scale report ranks SCU graduates average salary # 20 in US • Listed among top 381 U.S. Universities by the Princeton Review • MSN Money ranks SCU among top 50 “Best Values in American Colleges” • Kiplinger magazine ranks SCU as #43 “Best Value in US Private Universities • Business Week ranks Leavey School of Business as # 32 in U.S.

C. Student-Centered Education: • Access to professors in and out of class • 100% of classes taught by professors • Broad range of majors and minors • Focus on education of the whole person • Residential Learning Communities - inclusive in and out of class learning • Undergraduate research and internship opportunities • Fun social environment - nearly 100 student clubs and activities

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Ideal Location - SCU is ideally located in the San Francisco Bay Area on a historic mission campus in the heart of Silicon Valley with access to a virtually unlimited array of educational, cultural, social, recreational and career opportunities:

• Silicon Valley access to internship and career opportunities with some of the largest and most successful companies in the U.S.

• World-renowned center of innovation, entrepreneurship, and technology. • San Francisco access to cultural, artistic, social, educational and recreational

opportunities including theatre, art, music, dance, and professional sports. • Bay Area/Recreation Opportunities - accessible to ocean, mountains, valleys,

including Yosemite, Lake Tahoe, Napa Valley, Point Reyes, Monterrey Peninsula • Broad range of community-based learning opportunities with diverse populations

representing several ethnic communities. • Beautiful campus with Mission architecture, lush gardens and modern facilities. • Desirable climate; abundant sunshine.

Jesuit Philosophy - SCU’s distinct educational approach is informed by its 450 year old Jesuit tradition. As many prospective students and parents are unfamiliar with this philosophy, it is helpful to introduce these audiences to Jesuit education through an explanation of Jesuit values, as these are widely appreciated and provide a basis for understanding the distinctiveness and benefits of a Jesuit education:

• Educating leaders and citizens of competence, conscience and compassion for a more just, humane and sustainable world.

• An education of the whole person - body, mind and spirit. • Emphasis on development of critical thinking skills. • Promoting an integrated education with a focus on ethics. • A values-based educational curriculum. • Encouraging excellence with consideration for the common good. • Developing global citizens through an inclusive education. • Welcoming and celebrating diversity. • Seeking the service of faith and the promotion of justice. • Magis - to do more; to do better; to go beyond. • One of 28 Jesuit Colleges in the U.S. • Part of a world-wide network of over 100 Jesuit Colleges.

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Engaged Community - our vibrant and inclusive campus community contributes to an exceptional quality of life that provides SCU with a major point of differentiation from other schools (validated by strong Freshman Retention Rate and Graduation Rate). SCU distinctly combines a high achieving scholarly community within a nurturing environment that fosters personal development and growth:

• Diverse and active student body. • Integration of in and out of class learning. • Three Centers of Distinction with integrated learning opportunities. • Comprehensive student services program to assist learning and social growth. • Highly developed Residential Learning Communities (9). • Broad range of student activities and clubs (nearly 100 organizations). • Frequent lectures from well-known authors; civic leaders and activists. • Access to vast educational, cultural and social opportunities. • Accomplished arts, music and dance community. • Active alumni network; career and social opportunities. • Exceptional recreational facilities. • Numerous Club Teams and Intramural programs. • Division 1 athletics in West Coast Conference. • Stunning 106 acre campus with modern facilities and housing. • Mission architecture; beautiful landscaping/grounds.