South Carolina State UniversityDivision of Institutional Advancement and
External Affairs
Sonja Bennett-Bellamy
July 19, 2019
Good News / Progress
Alumni Reunion Registration – May 10, 2019
Good News / ProgressPresident and cabinet were invited to a day-long excursion to learn about the Coast Guard.
Good News / Progress
Commencement 2019• Covered by local, regional and national
media, including ABC News and CNN.
• Interview with John Karl aired on
“This Week with George Stephanopolis
• Promoted by University Relations to
audiences throughout the region
• Collaborated with Booker campaign
and local Democratic parties
• Garnered record social media
engagements
“Building a strong brand is a requirement for getting
noticed, garnering a loyal audience and making a lasting
impact.” ~ Forbes Magazine, 2017
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OUR BRAND MATTERS
• Not Just a Logo.
• Not Just an Image.
• Not Just a Message.
• Not Just a Feeling.
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A BRAND IS….
the sum total of all of the assets that shape a customer’s perception.
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A BRAND IS….
Results
• Sustainable
• Have a major impact
• Meaningful
• Measurable
• Make everyone want to be on our winning team
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How can SC State build its brand to shape perceptions and influence action?
The Answer
Integrated Marking and
Communications Program
PESO Model
A Converged Media Approach
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PESO Model
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PESO Competitive Advantages
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Effective Marketing Activates the Brand
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What to Expect From Integrated Media Strategy?
• Strong Brand distinctiveness
• Measurable Results
• Positioning of institution and thought-leader
• Reputation as the “Go To”
• Vision
• Strong Relationships
• Staying Power
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Total Contributions as of June 30, 2019
$1.8 Million2013
$1.1 Million
2017$1.7 Million
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Institutional AdvancementFundraising
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Institutional AdvancementAlumni Giving
Year Total Alums who contributed
2013 856
2017 1435
2018 1396
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Institutional AdvancementAlumni Participation Rate Comparisons
Institution APR
SC State University 6.0%
Jackson State University 3.8%
Prairie View A & M University 5.0%
Claflin University 51.5%
HBCU National Average 11.2%
Source: US News and World Report, 2018
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Institutional Advancement
2019 $1,235,257.00
2017 $438,870.00
2013 $188,869.00
May Class Reunion Gifts
$7,853,496.00
National Average Endowments
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Institutional AdvancementSCSU Foundation Endowment Fund – May, 2019
Historically Black Colleges and Universities (Public)
Majority Colleges and Universities (Public)
$49.3 Million $87.7 Million
Source: University of Pennsylvania Graduate School of Education
Fundraising Plan of Action
• Hire additional development staff
• Publish an Honor Roll of Donors (annually)
• Publish an Alumni Newsletter (monthly)
• Conduct two Student Focused Solicitation Campaigns (yearly)
• Create Employee Giving Campaigns
• Initiate Board Giving Campaigns
• Conduct Quarterly Direct-Mailing Campaigns
• Annual Phone Solicitation Event
• Conduct Online Giving Campaigns
• Conduct Preliminary Research for Capital Campaign Feasibility
• Host Annual Young Alumni Donor Initiatives
• Cultivate corporate and foundation partnerships (vet current donor list)
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Marketing Plan of Action – Execute the ”PESO Model”
Paid Media
• Social Media Advertising
• Search Engine Optimization
• Billboard Campaigns
• Airport Advertising
• Print Advertising
• Spectrum Reach cable news Ad
Earned Media
• Press Releases
• E-mail Blasts
• Print Advertising
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Marketing Plan of Action – Execute the ”PESO Model”
Shared Media
• Social Media
• Partnerships and Co-branding
initiatives
• Community Service / Charity
Owned Media• Launch of the new university website
(Spring 2020)
• Update Editorial Standards Guide
• Bulldog TV Streaming Service (Fall 2020)
• WSSB Radio (new station debuts)
• SC State Bulldog Student Media (Fall 2020)
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South Carolina State University“Transformation Through Collaboration”