Strategic Initiative

Enhance public relations, institutional marketing and communication efforts in selected key cities and in the UE campus community.  Continue to grow a strong and consistent brand identity for the University which is defined through its care purpose, vision and values.  Create a culture of cohesiveness, pride and engagement for the UE family which includes alumni, students, faculty, staff, donors, parents, trustees, as well as its namesake, the City of Evansville.

The Integrated Marketing Communication Plan outlined below is guided by this initiative as identified in the University's strategic plan. It provides directives to strengthen communication efforts while establishing a strong, consistent brand identity for the University. This will be achieved through defining target audiences and geographies, communication goals, key messages and communication mix.

Target Audience

Listed below are targeted audiences that the University of Evansville wishes to inform or influence.

• Adult Learners
• Alumni
• Boosters
• Civic Leaders
• Corporations/Foundations
• Donors
• Faculty
• Greater Evansville Community
• Government Leaders
• High School Teachers
• High School Guidance Counselors
• Higher Education Peers
• Media
• Parents
• Patrons
• Prospective Students
• Staff
• Students
• Trustees
• United Methodist Church
• Volunteers

Communication Goal

The communication goal for the Integrated Marketing Communication Plan is to create a culture of communication for the UE community. This will be accomplished through the branding and identity guide, the implementation of the Integrated Marketing Communication Plan, benchmarking and continuous follow-up, a unified Web presence and integrated marketing on the Internet, cross-marketing avenues for UE programs, events and services and key cities integrated marketing communication.

Fundamental Messages

Fundamental messages are words and phrases that communicate the University’s position to its target audiences. Based on focus group participation and strategic planning research, the following fundamental messages have been identified.

The Evansville Experience

• Academic Quality: Accessible faculty passionate about their teaching. Student learning is the top priority.

• International Focus: Understanding global perspectives and cultures through an education that exposes students to the whole world – and takes them there too.

• Residential Community: Living and learning in a vibrant campus community.

• Distinctive Curriculum: Exposure to great ideas, timeless themes, significant questions and multiple perspectives is the foundation of our curriculum.

• Values-Based Environment: A tradition of inclusiveness and open inquiry where personal values are accepted and supported by others.

Civic Mission...Sacred Trust

• Civic Mission: Preparing students for life as responsible citizens and leaders of their communities.
• Sacred Trust: Honors the relationships, principles and values on which the University was founded. Students, parents and our community trust UE to provide a meaningful and challenging educational experience.

Purpose, Vision and Values

In addition to fundamental messages, communication efforts adhere to the University of Evansville’s core purpose, vision and values statements.

• Purpose: To provide life-transforming educational experiences that prepare students to engage the world as informed, ethical and productive citizens.

• Vision:  To be the most admired, respected, and supported university in the Midwest.

• Values: Excellence, Integration of Liberal and Professional Education, Student-Centeredness.

Target Geographies

Key Metropolitan Service Areas (MSAs) in which our target audiences are located:
A List
Evansville, Indiana
Indianapolis, Indiana
Jasper, Indiana
St. Louis, Missouri

B List
Louisville, Kentucky
Nashville, Tennessee
Chicago, Illinois
Ft. Wayne, Indiana
Atlanta, Georgia
Cincinnati, Ohio

Communication Mix

The following mix of communication tools may be incorporated into the overall communication strategy.

• Alumni Relations
• Campus Signage
• Compact Discs
• Direct Mail
• High School Relations
• Magazine Advertising
• Magazine Articles
• News Media: PSAs, Feature Stories, Tip Sheets, Hometown Stories
• Newspaper Advertising
• Outdoor Advertising
• Public Relations
• Podcasts
• Publications
• Radio Advertising (including WUEV)
• Special Events
• Specialty Advertising
• Social Netorking Sites
• Telemarketing/Word of Mouth
• Television/Cable Advertising
• Text Messages
• Video/Audio
• Web/Internet/Intranet