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Marketing Plan

Every quarter, MarCom produces a data-driven report on all MarCom activities conducted through the department for the board of trustees. This report also includes enterprise risks for UDM that relate to internal and external marketing and communications issues. If you are interested in reviewing the latest edition of this quarterly report, please email erwingj@udmercy.edu.

MarCom engages in yearly analysis focused on the University's strengths, weaknesses, opportunities and threats (SWOT). In addition, MarCom interviews and consults with faculty, staff, students and senior leaders, as well as alumni and community members regarding their perception of ±«Óãtv. Combined with research data derived from yearly marketing research studies, MarCom develops a strategic marketing communications framework that guides marketing efforts. 

Marketing & Communications Strategic Framework

Overview

±«Óãtv’s Marketing & Communications Strategic Framework is comprised of a multipoint strategic and tactical plan that positions the institution as a preeminent Catholic institution of higher education grounded in the principals of the Religious Sisters of Mercy and the Society of Jesus.  This framework supports the mission and vision of the University and relies on MarCom’s multi-channel marketing and communication platforms in addition to those platforms available through Alumni Relations, individual departments and colleges to promote UDM efforts in providing student-centered undergraduate and graduate education in an urban context.

This framework also provides a comprehensive, integrated approach for overall marketing and promotion efforts that impact internal and external audiences. As a result, MarCom is better positioned to assist enrollment recruitment, fundraising, Alumni Relations/development, undergraduate and graduate programs in developing program-specific strategic marketing and communication plans in concert with the overall MarCom framework. Decisions for marketing and communication efforts are also driven by analytical key performance indicators (KPI) to ensure requisite return-on-investment and to help MarCom make necessary adjustments to reach prospective students, their parents and University constituents effectively.   

Individuals interested in learning more about the specific plan elements may contact the Marketing & Communications Department at 313-993-1254 or email marcom@udmercy.edu.

Core Marketing Messages

The four core marketing messages for ±«Óãtv are Excellent ±«Óãtv, Positive Outcomes, Vibrant American City and Service-based Values. The MarCom Strategic Framework works to support and enhance the University’s Build a Boundless Future brand to drive prospective students to enrollment events in support of recruitment strategy.

  • Primary audiences: Traditional, full-time undergraduates and influencers; and
  • Secondary audiences: Graduate and transfer students, as well as community members.

Integrated Approach

The plan utilizes a number of integrated marketing platforms that reach prospective undergraduate and graduate students, as well as parents, via communication and entertainment platforms and communications resources they use each day. These platforms comprise the following elements and characteristics:

  • Digital behavioral ads;
  • Banner ads;
  • Geo-fencing capabilities;
  • Retargeting efforts based on internet behaviors and college intentions;
  • Over-the-top (OTT) and streaming television apps;
  • Amazon marketing;
  • Billboards geo-fenced near ±«Óãtv’s top feeder high schools with mobile web marketing capabilities;
  • Television commercials during peak viewing times for students and on multiple platforms, such as Netflix, sports and news networks;
  • SEO/SEM and other Google Ad Words campaigns focused on specific ±«Óãtv educational products;
  • An in-depth social media strategy and campaign via Instagram, Snap Chat, Face Book, Twitter, LinkedIn, YouTube;
  • Subscription and free music services such as Pandora;
  • Sponsorships and major media buys, such as Detroit Tigers and the Detroit Homecoming Event;
  • Working with individual departments, colleges, and program leads to develop integrated marketing and communication plans to help spur additional enrollment; and
  • Other activities and platforms.

±«Óãtv deploys marketing efforts through the entire 12-month year, but places specific emphasis on strategic marketing around three flight periods that encompass visit days and between the months of August and March. Flight dates are August-October; November – January; and January – March. At the end of each flight, MarCom receives all analytics and KPIs from marketing vendors for in-depth review and adjusts campaign messaging for subsequent flights.

Website Development

In 2021, MarCom, working in concert with Beacon Technologies, engaged in a new header navigation redesign to increase website accessibility, improve navigation and provide an improved website experience to prospects. In 2024, MarCom worked with Beacon on site navigation enhancements to improve the visitor experience. Over the next few years, MarCom, in partnership with other Colleges and departments on campus, will make refinements to the website in terms of aesthetics and content delivery to further enhance the user experience.

For More Information

Individuals who would like to know more about the Marketing & Communications Strategic Framework may contact Gary Erwin, associate vice president of Marketing & Communications, at 313-578-0339 or via email at erwingj@udmercy.edu.