I.

Goal

The University will better coordinate and expand its efforts to make the broader public, the educational community, alumni, the University community and prospective students aware of its achievements and aspirations.

Objectives

1. Identify and maintain a list of key themes and areas of excellence that are faithful to the University’s mission, identity and strategic plan as a basis for institutional marketing.
   Examples of key themes could include:
   • The Magis: The University of Scranton manifests the Jesuit tradition of academic excellence through the achievements of its faculty as teachers and scholars and through the accomplishments of its students.
   • Habits of Achievement: The University continues its long-standing tradition of forming regional and national leaders in the professions and in the business world.
   • Men and Women for Others: The University is a community of "men and women for others," whose students, faculty and staff are especially committed to serving the people whose lives they touch.
   • Educating the Whole Person: The University realizes the Jesuit maxim of care for the whole person. It offers its students personal, caring interaction, in the classroom and elsewhere in campus activities, and its seeks to graduate men and women of discernment, whose lives are guided by moral principles and religious convictions.
   • Technology: The University embraces technology as a tool for instruction, research and service to students.
   • The Campus: The University provides for its students, faculty and staff a physical environment that is conducive to learning and living.
      
2. Implement the Integrated Marketing Plan that supports recruitment efforts for undergraduate, graduate and continuing education students. See Enrollment Management Goal I, Objective A2, Goal I, Objective E1 and Goal III, Objective A; Technology Goal I, Objective F; and The Environment for Learning Goal I, Objective F
3. Implement the ongoing strategies contained in the Integrated Marketing Plan to inform alumni and the members of the University community about key themes and areas of excellence and to engage these important groups as partners in sharing the University’s story nationally and internationally. See Enrollment Management Goal III, Objective A and Financial Responsibility Goal V, Objective C.
4. Implement the ongoing strategy contained in the Integrated Marketing Plan to inform the broader educational community (especially other Catholic and Jesuit colleges, universities and high schools, feeder schools for prospective students, and colleges and universities in the North) about the University’s areas of excellence and the key themes. See Enrollment Management Goal III, Objective A.
5. Implement a Public Relations Strategy as part of a Integrated Marketing Plan to bring the University’s key themes and areas of excellence to the attention of Northeastern Pennsylvania, the Middle Atlantic and New England regions and the nation. See Enrollment Management Goal III, Objective A.

II.

Goal

The University should evaluate the success of the efforts identified in Goal I and should incorporate the results of that evaluation into its future planning.

Objectives

1. Implement a cycle of research to measure the impact of marketing efforts on prospective traditional and non-traditional students. See Enrollment Management Goal III, Objective B.
3. Periodically assess the effectiveness of efforts to reach alumni, the educational community and the general public. See Enrollment Management Goal III, Objective B.
4. Strengthen the University’s standing in various college guides by reviewing its listings and those of peer and aspirant institutions and by identifying actual or perceived areas of weakness that should be addressed by appropriate divisions.
5. Design and implement a mechanism to provide the results of market research to academic and administrative departments for use in evaluating existing programs and developing new ones. See Faculty Goal II, Objective F, Enrollment Management Goal III, Objective D, and Technology Goal III, C.