Marketing & Communications Annual Report
We Don't Just Fly. We Soar.
In FY23, Marketing and Communications helped the University reach new heights.
Comprehensive Campaign Launch
Our division supported the fifth annual One Day, One Dayton. Engagement during this day of giving resulted in a record 7,499 gifts totaling $3.5 million in support of current and future Flyers. That evening, during a livestreamed event, the University announced the public launch of our historic $400 million comprehensive campaign.
To support the public phase of the comprehensive campaign, we launched a campaign microsite on April 19. The site highlights the goals and priorities of the University's fundraising campaign, as well as 16 stories about students, alumni, faculty, staff and friends — all of which show how the impact of scholarships, experiential learning or research.
Visit the We Soar Site
To boldly introduce the comprehensive campaign and add excitement across campus, 165 graphics were installed across campus. These include an archway banner, fence wrap, building banners, light pole banners, window clings and column wraps.
Brand Updates
UD's brand was updated to support the University’s comprehensive fundraising campaign. As part of this refresh, we produced new print and digital materials; collaborated with UDit to redesign the entire UD website; developed 26 new self-service templates; hosted brand trainings; and provided a brand toolkit with 141 assets for use by offices across campus.
Telling UD's Story
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$5.08 million
in perceived advertising value from media outlet news coverage
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2,189
mentions of the University of Dayton beyond Ohio markets
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70
videos created to support recruitment, advancement and reputation
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6.21 billion
views from news coverage
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90.5 million
digital marketing impressions
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1.1 million
video views on YouTube and Facebook
Strategic Communications
Our division shares relevant, timely and important updates with many audiences. In FY23, 863 posts and events were pushed to Cerkl, resulting in nearly 4.5 million impressions and 65,077 clicks. We curated 87 editions of the Campus News Digest for faculty and staff; top stories covered the provost search, new technology in the Emporium and perspectives on the Supreme Court ruling. In addition, current students and their parents received 44 editions of the Student News Digest and Family News Digest, respectively.
Marketing Efforts
Brand Awareness
During FY23, we implemented a full-scale, in-house digital marketing campaign to enhance and advance UD’s reputation. It garnered 30.1 million impressions, 151,308 clicks and 6,295 conversions. Our TV commercial, developed and produced internally, aired in 21 national spots and supported digital advertising and social media campaigns. The team also administered 209 paid search ad groups and 3,101 keywords; 12 Momentum stories; 14 print ads; 3 student features; and a research infographic, as well as managed the UD Main website. A University-wide web optimization effort has led to a 14.6% reduction in web assets and a 38.2% reduction in PDFs.
Philanthropy & Alumni Engagement
Advancement Communications helped achieve historic fundraising with $67.4M in new commitments through strategic communications (e.g, 4.7 million digital ad impressions, 3.6 million emails, 186,650 text messages and 325 events). Key initiatives focused on Donor Appreciation Week; the inaugural Volunteer Summit; 1D1D; Reunion Weekend; and the We Soar campaign launch. Key results include a 13% increase in 1D1D participation with an 18% increase in first-time donors; 2,800 Reunion Weekend attendees with a nearly 15% increase in giving; and a 92% increase in new Front Porch Society members.
Undergraduate Recruitment
Enrollment Management Marketing and Communications supported the University in meeting recruitment goals by producing 55.6 million digital ad impressions, 6 million emails, 100K text messages and 126 print pieces. Key marketing initiatives focused on communicating the value of a UD education, including significant updates to critical scholarship and financial aid communications. As a result of these efforts, UD received the most applications in school history and hosted the largest admission event ever (Admitted Student Day). The University will welcome one of the most academically gifted classes in history in fall 2024, and approximately 16% of the class comes from historically underrepresented populations.
Social Media & Integrated Marketing
The University's main social media channels strengthen UD's overall reputation, build relationships with our audiences and play a critical role in issues management. In FY23, we posted 966 times, as well as responded to countless comments and direct messages. Across all platforms, we gained 15,332 new followers, had 14 million impressions, had 361,753 engagements and generated 44,815 web sessions. Top posts included move-in, family weekend, POD in the Chicago parade, Reynolds & Reynolds scholarship and Christmas on Campus.
UD Magazine
UD Magazine content garnered more than 2 million impressions. Print magazines were sent to 73,000 subscribers, and the digital publication had 438,708 page views and 54,922 article views. In addition, web readership increased 48%. Top-read stories included "Jesus' Earthly Dad" and the Dahlinghaus memorial event. Top @daymag tweets were the @DaytonMBB preview with 9,735 impressions and the move-in post "Dawn of the Dorms" with 9.1% engagement rate.
News and Communication
The Conversation
In 2022-23, twenty-nine faculty and staff experts contributed 42 articles to The Conversation. Those pieces attracted at least 3,937,002 reads by audiences around the world.
View UD's Articles on The ConversationNews
UD expertise and research was featured in outlets including The Associated Press, BBC, NBC News, PolitiFact and more.
View all NewsDiversity and Inclusion
Diversity, equity and inclusion are foundational Catholic, Marianist values. In our marketing and communications, we implemented DE&I best practices, amplified various voices and highlighted UD's commitment to inclusion. As part of our internal processes and efforts, we also made progress in increasing compositional diversity of our team, promoting education among our staff, evaluating our work and serving as a campus resource for DE&I best practices in marketing and communications.