Marketing Campaign Coordination

Colleges/Schools, programs and offices should request assistance for marketing and communications plans and campaigns 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 U.S. Bureau of Labor Statistics
• an understanding of competitor programs, including their marketing efforts

MarCom focuses heavily on the following marketing tactics:

After the initial meeting, MarCom will engage with you as follows:

• Follow-up email to summarize meeting, expectations, goals and next steps.
• Integrated draft plan. Establishment of formal but adaptable marketing & communications integrated draft plan, which will include media relations activities and a timeline for activities. 
• Possible development of a survey instrument and research data for current students and, if applicable, prospects to identify key program features and benefits and why they chose Detroit Mercy.
• You will administer the survey to your target audience and provide a deadline to complete survey. This may or may not include a small incentive for those to complete by deadline.
• Review of survey results and key selling points to help in establishing specific goals and objectives, as well as an agreement on desired results.
• 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.
• Summarization of market intelligence gained through survey results.
• Identification of 3-4 key marketing messages based on survey information, the competitor analysis and other details known about the program’s appeal.
• 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.
• Identification of imagery for use on marketing assets.
• Creation, review and approval of marketing assets (digital ads, social media ads, SEM products, print ads, etc.).
• Testing of marketing assets with key demographic audience members prior to implementation.
• Revisions to messages and marketing assets based on target audience input, analytical performance and target audience behavior.
• Output of final assets in order to adjust messages based on data.

Please contact MarCom prior to investigating the use of outside marketing firms. MarCom has more than 30 years of combined experience in marketing research, planning and media buying and will in most cases be able to meet your marketing needs. 

Working with agencies through MarCom yields discounts for you

MarCom works with several dozen agencies and firms and can assist you in selecting those that best meet your marketing and communications goals and objectives. In many cases, we are able to obtain discounts for these additional marketing efforts.

Coordinate with MarCom

If you still wish to work with marketing agencies and creative firms that are unknown to MarCom, you MUST coordinate with MarCom ahead of time. MarCom can help evaluate the appropriateness and capabilities of each agency and firm based on the specific goals and objectives of your marketing needs.

Prior to bringing an outside marketing agency or firm to MarCom, do the following:

• Request a detailed description of higher-education experience with similar institutions.
• Request evidence of knowledge, experience and expertise of our key regions (SE Michigan, Michigan, Ohio, Indiana, in general) and core messages.
• Ensure that agencies examine our current Fast Facts at https://www.udmercy.edu/about/files/fast-facts.pdf.
• Ensure that external agencies adhere to all institutional branding guidelines at http://www.udmercy.edu/faculty-staff/marcom/brand/index.php.
• Request case studies from other universities with which they partnered and measurable results for all marketing efforts they conducted for schools.
• Obtain names and contact information for higher-education references who utilized these firms.
• Obtain examples of marketing assets agency created for clients.
• Obtain information that explains why this firm is uniquely capable of helping Detroit Mercy instead of other firms.
• Do not commit to a proposal. All proposed contracts for work must be submitted via the contract approval process.

Approval is needed

Please note that any contract submission to the UDM contract process that involves marketing requires MarCom's review and final approval before contracts are signed. 

MarCom is not held responsible for any financial or legal issues imposed by these agencies through contracted proposals that have not been examined by MarCom.