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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

5

OUR BRAND MATTERS

• Not Just a Logo.

• Not Just an Image.

• Not Just a Message.

• Not Just a Feeling.

6

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

13

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

18

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)

19

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)

21

South Carolina State University“Transformation Through Collaboration”