IN THE SPOTLIGHT May 2022
This year, as the world continued to work through the challenges of COVID-19, Syracuse University shared a message of opportunity, unity and triumph. A story that championed the ability of individuals, communities and the world to RISE. In doing so, the University continued to elevate its own profile as an academically excellent, welcoming and spirited community—one that legions of new followers, fans and friends want to join. In The Spotlight captures key marketing efforts to advance the University’s organizational goals. These efforts include “Always On” advertising to elevate the University’s profile, as well as stories of our students and scholars that we’re capturing, packaging and distributing in increasingly sophisticated ways—particularly via digital channels. We continue to rise together as One University, with our central marketing efforts and schools/colleges working more synergistically than ever. Together, we are creating a memorable, repeatable and compelling understanding of Syracuse University. Together, we rise.
Table of Contents
1 By the Numbers
2
2 Elevating Our Profile
Image Campaign
3
Syracuse University Global
6
Online Campaign
7
University Storytelling & Digital Marketing
8
U.S. News & World Report Campaign
24
3 Advancing Orange Goals
“Always On” Recruitment Marketing
25
Junior Recruitment Campaign
26
Senior Recruitment Campaign
27
Inquiry Campaign
28
School/College Recruitment Campaigns
29
4 Communicating One University
Brand Tools and Templates
30
Concluding Statement
32
1
Syracuse University Marketing Impact
1
By the Numbers
94.5M Total Twitter, Facebook, LinkedIn and Instagram impressions (July 1-April 15)
1.5M TikTok
video views (as of April 15)
79.5M Image Campaign impressions (July 1-April 15)
3M Total Twitter, Facebook, LinkedIn and Instagram engagements (July 1-April 15)
5.2% Social media follower growth is up (as of April 15) 12% Increase in session duration (readers are spending more time on stories) (July 1-April 15)
19% Fewer people are leaving stories (as of April 15) 3.7% Visitors coming to the website is up (as of April 15)
2
Syracuse University Marketing Impact
2 Elevating Our Profile
The University’s Image Campaign is highly targeted to drive interest from prospective students, build pride in alumni and position Syracuse University as a bold academic leader and game-changing institution. This flagship campaign serves as a foundation for all other campaigns. Image Campaign
30-Second Commercial
15-Second Commercial
6-Second YouTube Bumper
Billboard
Airport Installation
3
Syracuse University Marketing Impact
Elevating Our Profile
Image Campaign
Digital Ads
4
Syracuse University Marketing Impact
Elevating Our Profile
Image Campaign
Social Media Engagement on Instagram
Environmental Wall Graphic
Interactive Installation
54,503 sessions on syracuse.edu The Image Campaign in FY22 to date has been directly responsible for
79.5M Total Image Campaign impressions across all media
71,674 Total Image Campaign click-throughs
(Performance data time frame: July 1, 2021-April 15, 2022)
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Syracuse University Marketing Impact
Elevating Our Profile
The Syracuse University Global campaign launched the University’s most flexible and accessible offering to date. The marketing campaign communicated an exciting new opportunity to entry-level workers, established professionals and military veterans: to advance their education and careers by earning a Syracuse University degree from anywhere, anytime. Syracuse University Global
Print Ad
Digital Ads
:30 second Commercial
16,912
Total clicks in nine days across all platforms Syracuse University Global paid media metrics from 4/6 launch through 4/15
syracuse.edu/global
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Syracuse University Marketing Impact
Elevating Our Profile
Online Campaign This advertising campaign focused on post-traditional students aims to establish and build strong visibility and recognition of the University as an institution for online learning across all online programs.
Digital Ads
Website
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Syracuse University Marketing Impact
Elevating Our Profile
University Storytelling & Digital Marketing
Academic and Research Excellence
Academic and Research Excellence are two marquee chapters in the Syracuse University story. We’re amplifying them through a full suite of printed and digital materials. Weaving together impactful messaging, powerful imagery and engaging videos, these pieces make a consistent and compelling case for our academic strength.
Academic Excellence Brochure
Front cover
Examples of inside spreads
Knowledge Crowns Those Who Seek Her.
This motto has adorned the Syracuse University crest since 1871. Today, we remain in pursuit more rigorously than ever. Building upon established strengths that prepare our students to be inquisitive, creative and critical thinkers. Fostering a spirit of innovation and entrepreneurship. Setting our sights on the areas that will need us most. Today, tomorrow and beyond. Beyond the known, to the unknown. Beyond knowledge, to impact.
WE
THROUGH KNOWLEDGE
We can learn new things through interdisciplinary collaboration that we wouldn’t otherwise come across in our own disciplines. —LUVELL ANDERSON Associate Professor of Philosophy “
Physics professor Alison Patteson Watch her video
Putting Biotech to Work In our BioInspired Institute and our materials and living systems program, scientists collaborate across the fields of physics, chemistry, biology and bioengineering. Using nanotechnology and researching complex biological systems, we confront global health challenges and develop new solutions—like next-generation antibiotics and surgical materials—to drive advances in medical science.
World-Class Faculty Our faculty belong to the world’s most distinguished organizations, including Phi Beta Kappa, the American Academy of Arts and Letters, and the American Physical Society. Their work is supported by the National Science Foundation, National Institutes of Health, and the MacArthur and Guggenheim foundations, among others. National Recognition Our faculty are consistently recognized for contributions to their respective fields. Recent faculty honors include the American Chemical Society Rising Star Award, the National Communication Association’s Douglas W. Ehninger Distinguished Rhetorical Scholar Award, a National Endowment for the Humanities Fellowship, and a National Science Foundation CAREER Award.
Advancing Solutions for an Aging Population
Our Aging, Health and Neuroscience research area and our Aging Studies Institute tackle the challenges of an aging population through interdisciplinary research, training and outreach. Bringing together faculty from fields such as economics, neurology, psychology and sociology, we explore biological and psychosocial factors to reveal relationships among our brains, our behavior and our well-being. Pioneering Sport Analytics Program A first of its kind, our highly competitive sport analytics program combines data analysis with math, technology, business and communication skills. The program offers career-ready internships, preparing students to work in the sport industry.
Research Brochure
Front cover
Examples of inside spreads
Discovery excites us.
Including the discovery of what we don’t know. We are ever in search of frontiers—whether new answers or new questions. Within established lines or the uncharted. Together, we go where inquiry, creativity and conscience lead us. Pursuing one vision through multiple viewpoints. Not always knowing the path ahead—but trusting it will take us forward. Through research, we rise.
THROUGH RESEARCH
TODAY’S STRENGTHS
Our status as an R1 research institution means students can contribute to groundbreaking discoveries alongside world-class faculty and scholars.
One of 39 private doctoral universities to hold this classification.
R1 classification factors include total research expenditures, full-time faculty and research staff, and number of postdoctoral fellows and doctoral degree conferrals.
“ Researchers want to join us knowing they are going to be a part of a great institution. —SHIKHA NANGIA Professor of Biomedical and Chemical Engineering
State-of-the-art facilities, leading faculty and impactful work have established us as a top-tier research institution.
Shikha Nangia Read her story
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Syracuse University Marketing Impact
Elevating Our Profile
University Storytelling & Digital Marketing
Academic and Research Excellence
R1
324,000+
SYRACUSE UNIVERSITY OFFERS PREPARATION FOR ANY CAREER IMAGINABLE
GLOBAL ALUMNI NETWORK
RANKED 18
TOP-TIER RESEARCH INSTITUTION
STUDENTS FROM ALL
#
& 50 states 126 countries
SPANNING
50 STATES & 170+ COUNTRIES
ACADEMIC PROGRAMS TO LOOK FOR: LEARNING COMMUNITIES U.S. News & World Report
DEGREES AWARDED
Our students contribute to groundbreaking discoveries while working alongside world- class faculty and scholars in nationally ranked schools and programs. 1 39 0F TO HOLD THIS CLASSIFICATION. PRIVATE DOCTORAL UNIVERSITIES
of recent graduates are employed or enter graduate school, service programs or the military within six months of graduation.
91 %
Syracuse University’s stadium welcomes an average of 935,000 PEOPLE ANNUALLY, GENERATING and is the TOP DRIVER of travel and tourism to Central New York. $ 240+ MILLION IN INCOME FOR THE REGION
Ranked among the best undergraduate teaching institutions in the country.
of full-time faculty members have doctoral or professional degrees.
U.S. News & World Report
SCHOLARS 41 SINCE 2016
FULBRIGHT
95 %
21,000+ GLOBALLY MINDED STUDENTS
LEADING EMPLOYERS OF RECENT SYRACUSE UNIVERSITY GRADUATES Deloitte • Ernst & Young • KPMG PricewaterhouseCoopers Amazon • Macy’s • NBCUniversal JPMorgan Chase & Co. Lockheed Martin Corporation Morgan Stanley
STUDENT-ATHLETE GRADUATION SUCCESS RATE
WHO DRIVE SCHOLARSHIP, COMMUNITY AND ECONOMIC IMPACT.
STUDENTS & EMPLOYEES PERFORM 260,000+ HOURS
ONE OF THE NATION’S HIGHEST
OF VOLUNTEER WORK IN SUPPORT OF SYRACUSE AREA SCHOOLS, ORGANIZATIONS AND INITIATIVES ANNUALLY.
13
40+
top 1o
UNIQUE BLEND OF ELITE RESEARCH CAPABILITIES, STRONG LIBERAL ARTS AND LEADING PROFESSIONAL SCHOOLS. Including top-ranked, historic and distinguished schools and colleges.
for undergraduate student veterans within 5+ years. 100 % job placement 65,000+ transitioning service members, veterans and spouses have benefited from career training.
RESEARCH CENTERS & INSTITUTES
Syracuse University-connected startup and spin-off companies generated $ 2.4 BILLION in income in Central New York.
RANKING NATIONALLLY
SCHOOLS & COLLEGES 200+ MAJORS OFFERING
FOR OUR SYRACUSE ABROAD PROGRAM, OFFERING 100+ PROGRAMS IN 60+ COUNTRIES.
SYRACUSE UNIVERSITY’S COMMITMENT TO RESEARCH AND DISCOVERY
TOP 10
45,000+
GENERATES NEARLY $ 65 MILLION IN LOCAL INCOME.
Works of art & cultural heritage in our Art Museum
InclusiveU, an initiative of the Taishoff Center for Inclusive Higher Education, empowers students with intellectual and developmental disabilities to experience college life, achieving a 100% employment rate for 2019 graduates.
Best Private Colleges for Veterans CONSISTENTLY AMONG TOP-RANKED
LARGEST ACADEMIC MUSEUM COLLECTIONS IN THE U.S.
Impact One-Sheet
Academic Excellence — Released 1.6.22
Rise Beyond — Released 2.10.22
Learn about the importance and impact of Syracuse University’s academic approach through interviews with key leadership and faculty.
What lies beyond? At Syracuse University, it’s the question that has driven us since day one.
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Syracuse University Marketing Impact
Elevating Our Profile
University Storytelling & Digital Marketing Academic and Research Excellence
Rising to New Heights of Innovation: From extended reality to flying drones, journalism professor guides students as they explore new technologies for storytelling. (Endowed Faculty story)
Piecing Together the Climate Puzzle: Earth sciences professor looks to the future by examining global weather patterns of the ancient past. (Endowed Faculty story)
Molecular Mystery: Engineering professor probes the workings of the blood-brain barrier with goal that one day her research will help treat and cure brain-related diseases. (Faculty story)
An Integrated Learning Experience: A senior combines biology with environment, sustainability and policy to help tackle climate change. (Student story)
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Syracuse University Marketing Impact
Elevating Our Profile
University Storytelling & Digital Marketing
Forever Orange
Syracuse University’s faculty are among the nation’s elite. This year, showcasing their stories across a wide range of audiences was a top priority. The Faculty Excellence chapter was featured in our case for support to donors, in recruitment materials for prospective students and their families, and in the recruitment of more of the best and brightest faculty to join the Syracuse University family.
Forever Orange Brochure
Outside — Front Cover Front cover
FOLD
Jules ’22
THROUGH SUPPORT
11/30/21 4:47 PM
FOLD
Outside panels
Inside panels
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Syracuse University Marketing Impact
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Forever Orange Endowed Chair Brochure
Front cover
Inside spread
ripti Bhattacharya loves history and literature, but her career took shape when she realized science could ignite her curiosity in the same way. During a soil science class in her first year at Georgetown University, she discovered not only that soil is intimately tied to the rise and fall of civilizations, but also that science could be creative, challenging and fun. “That class captured my imagination,” says Bhattacharya, the Thonis Family Professor of Earth and Environmental Sciences who joined Syracuse University’s College of Arts and Sciences faculty in 2018. “Thinking about the relationships between humans and the environment sent me down this road of doing research.” Today the climate scientist is at the forefront of interdisciplinary research that combines explorations of past climates with atmospheric science. She employs geochemistry, climate modeling and data analysis, incorporating information from the isotopic signature of ancient molecules to reconstruct major climate events from thousands of years ago. By doing this, Bhattacharya can relate her findings to the present and what the future may hold. She cites the barrage of environmental catastrophes, such as wildfires in the Western U.S. and hurricanes like Ida in 2021, as evidence of the shifting climate. “Those types of extreme events, which we have a record for in the past, are likely to have some surprises in store for us if we don’t take climate change seriously and adapt,” she says. Bhattacharya, who holds a Ph.D. in geography from the University of California, Berkeley, and worked as a postdoctoral research associate at University of Arizona, focuses in general on Mediterranean climate and is a leading expert on ancient monsoons. Her research has been featured in top scientific journals and was cited in three chapters of the 2021 UN Intergovernmental Panel on Climate Change Report. She was selected by the National Academies of Sciences, Engineering and Medicine to serve on a panel and make recommendations that will help shape National Science Foundation (NSF) funding for paleoclimate research. One theme that dominates Bhattacharya’s research is a desire to understand the dynamics of rainfall on a variety of timescales and the impact regionally. “Our climate models agree in large part about what will happen globally, but regionally there are a lot of disagreements,” she says. “Especially what rainfall will look like in the future.” “Thinking about the relationships between humans and the environment sent me down this road of doing research.” —Tripti Bhattacharya, Thonis Family Professor of Earth and Environmental Sciences Endowed Professor Leads Groundbreaking Climate Research Earth scientist looks to the future by examining global weather patterns of the ancient past.
Exploring Prehistoric Patterns One of Bhattacharya’s latest explorations led her to the Pliocene epoch (5.3 million to 2.5 million years ago), when atmospheric carbon dioxide levels were similar to today’s readings, though our current levels have surpassed those of the Pliocene. The major difference, she says, is Pliocene levels stretched over thousands of years compared to the mere decades of accelerated change driving today’s unprecedented global warming. “What we’re learning is the rate at which the planet warms really matters,” she says. “If we’re warming slowly in a steady way, the impacts are not as bad as what’s happening today, which is warming incredibly rapidly. How much we warm and how fast makes a difference for the world we see.” Until recently, Bhattacharya says, it was challenging to reproduce Pliocene temperature and rainfall patterns for computer modeling simulations. However, her lab has succeeded in reconstructing those patterns by more accurately incorporating information on cloud cover and vegetation in climate models. One conundrum she’s investigating is how changes in low cloud cover in coastal areas can alter climates. “Clouds are notoriously hard to code in global models because they’re these tiny one-meter-by-one-meter scale phenomena,” she says. “But because our ability to represent clouds has improved, we get a more accurate picture of both rainfall and temperature in a lot of locations.” The Pliocene also offers an example of how changing landscapes can reshape global weather. During the Pliocene, the high northern latitudes—now characterized by tundra and ice—were covered by boreal forests, their dark cover absorbing sunlight and warming the atmosphere, Bhattacharya says. She reports on the research in Nature Communications . “Changing forest cover at high latitudes alters the jet stream and has impacts as far away as the tropics,” she says. Analyzing Ancient Organic Materials In investigating the past to gain insights on the future, Bhattacharya is grateful for the enthusiastic support she’s received from University Life Trustee Michael G. Thonis ’72 and his wife, Susan, who established her professorship. The appointment laid the groundwork for her to develop her Paleoclimate Dynamics Lab. The lab made a big step forward when she leveraged some initial data findings and teamed up with Earth sciences colleague Christopher Junium to acquire a gas chromatograph coupled to an isotope-ratio mass spectrometer with an NSF grant. The instrument allows researchers to analyze organic materials, such as leaf waxes and amino acids, and determine atomic weights and isotopic ratios for hydrogen, carbon and nitrogen, which can shed light on changes in numerous environmental conditions. “We’re
measuring these individual plant compounds from the Pliocene and other time intervals, and we’re finding that these tell us how rainy it was in the past,” she says. “We’re also finding these dramatic reorganizations of climate—places like South Africa and the Western U.S. looked really different in the Pliocene based on these measurements. And that’s fascinating.” Sparking Curiosity For Bhattacharya, the possibilities of exploration and learning more about the world seem endless—and she wants to instill that sense of wonder and curiosity in her students, who fuel her own curiosity in the classroom and in the lab. “I think you should create an environment where students want to do well. Every class is a different flavor. My big intro class has a lot of non-science majors, and they ask questions or make connections to other fields that I never would have thought of,” says Bhattacharya, a 2021 recipient of the University’s Meredith Teaching Recognition Award. “I can also draw on the motivation and curiosity of my grad students and undergrad researchers, because they’re always excited about what they’re doing.”
THROUGH SUPPORT FACULTY EXCELLENCE
Bhattacharya’s Paleoclimate Dynamics Lab houses a gas chromatograph paired with an isotope-ratio mass spectrometer, which can shed light on how environmental conditions have changed over time. The Thonis family’s gift laid the groundwork for the lab’s development.
Back cover
Supporting Visionary Scholars Through Endowed Professorships The Forever Orange Campaign’s strategic focus on advancing academic excellence underscores Syracuse University’s commitment to attracting and retaining the world’s top faculty and engaging in research that will inform society for generations. Among the campaign’s nearly 100,000 donors, University Life Trustee Michael G. Thonis ’72 has been one of the strongest supporters and advocates for academic excellence fundraising.
Your professional success comes from the world of finance, yet your philanthropy supports the sciences. Where did your passion for the sciences originate? My two passions are Earth science and investment management. They sound unrelated, which is why I love them both. I grew up in a poor, rural community. Earth science was all around me, and investment management was far away. At Syracuse University both were available, so I learned what I could of each. I should add that while I love the practical application of investment theory, I prefer pure science and basic research. That is where we begin to solve our most serious problems. You and Susan have generously created two endowed professorships in Earth sciences. What motivates you to focus your giving on faculty support? It is a constant struggle for university faculty to raise the funds necessary to do great research. And great research promotes better teaching, because great research makes for more excited and insightful teachers. Supporting faculty is highly valued by the schools and departments, and by me. I’ve discovered that my professorships make everyone happy, even faculty not currently named to hold the positions. What impresses or excites you most about the academic environment at Syracuse University? My investment career was focused on university endowment management, and my Earth science passion kept me close to academia. Therefore, I believe I have some feeling for who is doing what well elsewhere. At Syracuse, the academic environment is proud and strong, while also being collegial and fun. I see Syracuse University research published regularly and co-authored with stellar faculty from universities around the world. And I’ve attended field trips with Earth science faculty and students that demonstrate the incredible strength of Syracuse University research and culture. As a tri-chair for the Forever Orange Campaign, you’re a strong advocate for giving back to Syracuse University. What would you say to others about the importance of supporting academic excellence at all levels? I accepted the role of campaign tri-chair because I deeply believe in the mission of higher education and its ability to transform lives and make this planet a better place. Faculty support gets to the heart of the mission. And making an endowed gift locks it in for the long haul—the “Forever” in Forever Orange.
He and his wife, Susan Thonis, have provided the lead gifts for the establishment of two Thonis Family Professorships in Earth Sciences and the Thonis Family Earth Science Scholarship endowment. They have generously supported other initiatives in the College of Arts and Sciences, the Maxwell School of Citizenship and Public Affairs, and alumni affairs. Thonis offers insight into what motivates him to give and why he considers support for academic excellence initiatives to be of critical importance.
To learn more about how to support academic excellence and the rest of the Forever Orange Campaign, visit foreverorange.syr.edu.
Faculty Excellence Brochure
Front cover
Inside spread
The hallmark of a great research university is its faculty. In the classroom, research lab, studio or workshop:
Secure the future of Syracuse University and our students by investing in faculty and leadership who will influence our students’ success for generations to come:
Great professors generate groundbreaking insights.
Endowed Deanship Endowed Department Chair Endowed Professor of Excellence
Endowed Professorship Endowed Assistant Professorship Endowed Faculty Fellow
World-class scholars expand their students’ intellect and worldview.
Faculty excellence magnifies our impact in shaping future generations of leaders and innovators.
How We Elevate the Impact of Your Gift Syracuse University will enhance the power of your philanthropy in a unique partnership to promote faculty excellence through the creation of special endowments that provide ongoing support of faculty positions.
Excellence that Inspires Achievements Want to make the kind of difference that ensures our students have access to the most creative, gifted and inspiring scholars, researchers and teachers? The Forever Orange Campaign now offers donors the opportunity to partner with Syracuse University in new ways to help our students excel in the classroom and beyond. By supporting the Faculty Excellence Program, you are strengthening the University’s ability to attract and retain talented faculty and enhancing their ability to successfully compete for prestigious grants and external funding that support academic rigor, scholarly pursuits and discovery. Your Forever Orange gift to Faculty Excellence helps Syracuse University recruit visionary researchers, reward and retain influential faculty, nurture and diversify the future professoriate, and recognize the accomplishments of dedicated faculty at all levels.
If you complete your pledge in four to five years, Syracuse University will contribute 25% of the total cost to endow.
If you complete your pledge within three years or less, Syracuse University will contribute 33% of the total cost to endow.
Faculty excellence drives student success and institutional prominence by fueling discovery, nourishing creativity, and unleashing potential to impact our world for lasting good. Today’s Gift Reverberates for Years You can leave an ongoing legacy through a gift you make today to the Faculty Excellence Program. Gift options, which range from $1 million to $7 million, support salaries, equipment, travel and other resources that enhance interdisciplinary research, teaching and growth in high priority academic areas.
THROUGH SUPPORT FACULTY EXCELLENCE
Back cover
“
Our desire is to bring even greater excellence to Syracuse University, and to produce the kind of talent that will change our world for the better and help humanity in the long run. —CHARLES (CHARLIE) AND CAROLYN WHEELER ’67
Sponsors of the Carolyn B. Wheeler Endowed Professorship in the College of Arts and Sciences and the Charles M. Wheeler Endowed Professorship in the Whitman School of Management.
rise to show your support Today To learn more about the Forever Orange Faculty Excellence Program, please contact: Lynn Vanderhoek Vice President, Principal Gifts/Strategic Initiatives
lavander@syr.edu | 315.569.0288 | foreverorange.syr.edu
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing Outcomes
Our Outcomes materials go beyond facts and figures by telling authentic stories of students, faculty and alumni who are making their mark on the world.
Outcomes Brochure
Front cover
Inside spreads
Knowledge is not an end unto itself. The true yield of our efforts comes when we put our knowledge to work. When we translate it into purposeful vocations as individuals, and share it across generations. When we apply it to practical solutions in our communities. When we use it to see emerging global needs and possibilities that lie ahead. Knowledge is a reward, but impact is our end. Through impact, we rise.
STUDENT IMPACT
Making Waves in Astronomy Our student and faculty researchers have contributed to groundbreaking discoveries in astronomy as members of the international Laser Interferometer Gravitational-Wave Observatory (LIGO) collaboration. In 2015, the LIGO detectors made the first observation of gravitational waves—ripples in space itself—created by merging black holes. “My favorite part of being in the LIGO collaboration at Syracuse was the ability to talk, work and collaborate with a group that spanned the whole LIGO continuum,” says Fabian Magaña G’18, who designed an optical device that helped the detectors see farther into the universe. Sharing Empathy Through Expression Syracuse University’s College of Visual and Performing Arts has one of the top film programs in the country, giving students the opportunity to fully realize their creative visions. For example, through the help of her professors and an undergraduate research grant, Alyssa Chang ’21 was able to create “The Light Within,” an animated film that acknowledges codependency and the internal tension it creates between compassion for others and the love of oneself. Syracuse University students are active contributors to scholarly research in the sciences, arts and humanities.
“
Finding Systemic Cures By customizing and combining majors and minors, Syracuse University students can fine-tune their coursework to address the challenges that are most meaningful to them. As an undergraduate studying biology, psychology and public health, Ifeyinwa “Ify” Ojukwu ’22 has conducted research on breast cancer, kidney disease and a neurodegenerative disease while ultimately setting her sights on addressing systemic, race- related disparities through equitable health care policies. I’m honing skills in a way that will make me better poised to effect the change I want to make. — IFEYINWA “IFY” OJUKWU ’22
We rise as students and scholars.
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing Outcomes
A Fulbright Journey to France: Alumna transcends goals while pursuing her passion for engineering, volleyball and student mentoring. (Alumni story)
Cultivating a Community: Alumnus leverages an entrepreneurial spirit and passion for creating community to revitalize Central New York. (Alumni story)
Opportunity for Impact: Biotechnology major pairs science with business to address one of humanity’s most critical challenges while launching a career with Pfizer. (Student story)
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing Welcoming to All
Syracuse University welcomes students and faculty from all walks of life, all over the world—and we believe exposure to diverse people and cultures is critical to a true education. These values inform our subject matter and featured students to ensure that every prospect can see themselves succeeding here.
Brochure with pocket
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing Welcoming to All
Caffeine for the Common Good: People’s Place in Hendricks Chapel has been brewing a sense of community for 50 years.
A Leader Finds His Path: International student helps first-year students feel welcomed to campus while building his home away from home.
Building Community and Understanding: Syracuse University Muslim chaplain and doctoral student takes the lead on improving Muslim student experience in higher education.
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing
Orange Spirit In a category where school spirit may seem like a trite talking point, ours stands out as a true differentiator. The Orange spirit is intentionally overlain throughout our materials, ensuring that our audiences not only hear our story, but feel our presence and passion.
Rhapsody in Orange — Released 2.14.22
A skyline filled with steeples, spires and domes, a little city on top of a city. For many, Syracuse University is their forever home. With a powerful alumni network spanning the globe, see what makes the hearts of whoever steps on the hilly campus flutter.
Note: Rhapsody in Orange was posted to Facebook, Twitter, LinkedIn and Instagram.
283.4K Total video views
854.6K Total impressions
15.3K (likes, comments, shares) Total engagements
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing Orange Spirit
No Biz Like Snow Biz: Since 1933, Winter Carnival has warmed the heart of campus by celebrating the frozen beauty of the season.
Orange Crush: We all love Otto. Now get to know the seniors behind our spirited mascot.
Ten Reasons to Love Winter in Central New York: Experience unique opportunities for fun and adventure on campus and in the region.
Eight Great Ways to Experience the Barnes Center at The Arch: Care for the whole person—mind, body and spirit—is accessible to our campus community under one roof.
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing
Orange Spirit
Otto Reveal TikTok and Instagram Reel (video). Turned into a content story that was posted on Facebook, Twitter and LinkedIn (photos and story).
Rhapsody in Orange Facebook, Twitter, LinkedIn, Instagram and YouTube.
Winter Carnival Facebook, Twitter, LinkedIn and Instagram (video and content story).
Alumni Q&A Instagram Storieswere turned into content stories,
which were shared on Facebook, Twitter and LinkedIn.
Eight Great Ways to Experience the Barnes Center
Instagram Stories, Facebook, Twitter, LinkedIn and Instagram (photos and content story).
Ten Reasons to Love Winter in Central NY TikTok and Instagram Reel (video). Facebook, Twitter and LinkedIn (photos and content story).
Goon Squad Facebook, Twitter, LinkedIn and Instagram (video).
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing syracuse.edu
The University’s flagship website, syracuse.edu, is more critical than ever as an information hub and exemplar of our brand. Fueled by referrals from flagship social media, our website and digital experience are now the University’s primary marketing outreach and critical front door to the University.
Homepage Performance Q1-Q3 (YOY comparison)
19% Visitors increased 9.5% Pageviews increased
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Syracuse University Marketing Impact
Elevating Our Profile
University Storytelling & Digital Marketing syracuse.edu/life Life Page New and improved page launched March 18, 2022.
5,990 Visitors: 9,518 11.45 Pageviews: pages per session up 10.3% up 8.8%
People are clicking through to other content on the site.
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing Digital Destinations Admitted Students Page Housing Page
Degree Outcomes Page New page
61.1% 52% Number of visitors is up
Number of visitors is up
compared to time period YOY
compared to time period YOY
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Syracuse University Marketing Impact
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University Storytelling & Digital Marketing Social Media Growth
Year-in-Review Highlights 3M+ Total engagements 5.2% 94.5M 1.5M+ Follower growth Total impressions Total TikTok video views
Top three performing cross-network posts this year: 1. O tto Reveal (video, photos and Q&A content story)
2. Yield Reaction Video 3. Night Shot of Campus
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Syracuse University Marketing Impact
Elevating Our Profile
U.S. News & World Report Campaign This targeted annual campaign aims to influence the U.S. News & World Report’s annual “Best Colleges” undergraduate rankings for national universities. The primary goal of the campaign is to positively influence our peer assessment score.
Magazine Wrap
Digital Ads
U.S. News & World Report Syracuse University Profile Page Takeover
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Syracuse University Marketing Impact
Advancing Orange Goals 3
“Always On” Recruitment Marketing The goal of the “Always On” campaign is to ensure prospective students and families can find Syracuse University when they are looking—at any point in their decision-making journey. This campaign is an integral part of our recruitment efforts for 2022.
Enterprise Recruitment “Always On” Search and Remarketing
More than 8.1M
More than 184K
impressions have been delivered across Google Search and display remarketing
clicks to campaign landing pages
Digital Ads
Search metrics are from 8/23–3/15. Remarketing metrics are from 9/6-9/27 and 10/4-3/15.
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Syracuse University Marketing Impact
Advancing Orange Goals
High School Junior Recruitment Advertising Campaign
1.7M 11,000 More than clicks impressions delivered resulting in approximately 7,600 Drove more than website sessions
syracuse.edu/learnmore/
Digital Ads
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Syracuse University Marketing Impact
Advancing Orange Goals
High School Senior Recruitment Advertising Campaign
2.2M 11,000 More than clicks impressions delivered resulting in approximately 9,000 Drove over website sessions
go.syracuse.edu/seniors/
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Syracuse University Marketing Impact
Advancing Orange Goals
Undergraduate Inquiry Retargeting Campaign The Undergraduate Admissions Inquiry Retargeting campaign is designed to drive prospective students from awareness to consideration, to a completed application. Using data gathered from previous interactions, the campaign targets prospects based on their level of interest to convert qualified leads into completed applications. 3.4M More than impressions 7,000 More than clicks
6,028 4,538 Drove website sessions and new users to web destination pages
syracuse.edu/admissions/visit-tour/
syracuse.edu/admissions/apply/
syracuse.edu/admissions/undergraduate/apply/finish-application/
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Syracuse University Marketing Impact
Advancing Orange Goals
School/College Recruitment Advertising Campaigns School/college digital marketing campaigns are focused on driving prospective students to want to learn more and then apply. Mostly graduate focused.*
Highlights Sept. 2021-April 2022 2,149 current leads 36M More than impressions across all school/college campaigns
161K More than
clicks to learn more/submit contact information
* Strong collaboration with: College of Arts and Sciences (grad), College of Engineering and Computer Science (grad and undergrad), Maxwell (grad), Newhouse (grad and undergrad), School of Education (grad), School of Information Studies (grad), VPA (grad and undergrad) and Whitman (grad).
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Syracuse University Marketing Impact
4 Communicating One University
Brand Tools and Templates The goal of the brand toolkit is to help the University community understand, own and implement our identity. Communicators across the University receive updates as new items are added to the toolkit.
By the Numbers One-Sheet and Facts Brochure
Signature Materials Answers Resource Page (Coming soon!)
Brand Video Portal
syracuse.mediavalet.com/portals/brandvideos
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Syracuse University Marketing Impact
Additional Brand Expressions
Brand Tools and Templates Resources are “print on demand” through an easy-to-use online store.
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Syracuse University Marketing Impact
In Conclusion
Every campaign serves a purpose. As chapters of a greater story. Our story. Together, we continue to tell the world. Consistently. Creatively. In new and compelling ways. To more people, across more channels.
As One University. Together, we rise.
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Syracuse University Marketing Impact
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Syracuse University Marketing Impact
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