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July 1, 2016 – June 30, 2017) SUNY Buffalo State Annual Report ADMINISTRATIVE DEPARTMENTS (July 1, 2016 – June 30, 2017) Department/Unit Name: College Relations/Marketing and Communications Submitted by: Timothy J. Walsh, Associate Vice President for College Relations Date: August 8, 2017 – (Updated: August 16, 2017) ADDENDUM TO COLLEGE RELATIONS ANNUAL REPORT 2016-17 1. 2016-17 Advertising/Marketing Activities (Paid) 2. 2016-17 Admissions Budgeted Publications Produced by College Relations 3. 2016–17 Alumni Affairs Budgeted Publications Produced by College Relations 4. 2016-17 Video Messaging Overview 5. 2016-17 Print Publications 6. 2016-17 Public/Media Relations Placements/Hits (See Following Pages) 1 ADDENDUM: 1). 2016–2017 ADVERTISING/MARKETING ACTIVITIES (PAID) Marketing/Advertising Channels 2016-17 2015-16 2014-15 2013-14 Funded and Produced through College Relations National College Search Sites $38,665 $62,234 $56,912 $35,737 Social Media Paid and SEM $29,146 $18,241 $27,815 $15,422 Television $26,520 $26,825 $22,114 $28,731 Radio $45,205 $63,370 $44,766 $31,785 Outdoor Billboard $29,806 $0 $12,645 $61,523 Newspaper $14,215 $32,576 $21,598 $41,903 Freelance Support $0 $0 $4,155 $11,787 Merit/Student Hometown PR $9,996 $9,995 $9,995 $3,445 eBlasts (newsletters, emails) $0 $0 $0 $0 Web presence www.buffalostate.edu $0 $0 $0 $0 Annual Report (Digital) $0 $0 $0 $0 TOTAL Marketing Expenses (College Relations Budget): $193,553 $213,241 $200,000 $230,333 Funding Assistance from other Departments: Admissions $0 $0 $0 $2,500 Continuing Professional Studies $0 $0 $0 $2,500 Graduate School $7,000 $0 $0 $1,000 Alumni Affairs $0 $0 $0 $4,200 Web Administration $0 $12,000 $12,000 $11,498 Institutional Advancement $0 $0 $0 $25,520* TOTAL Assistance Budget Transfers: $7,000 $12,000 $12,000 $47,218 * represents personnel funding for a temporary web staff member for new website migration needs. 2 ADDENDUM: 2). 2016–2017 ADMISSIONS Budgeted PUBLICATIONS Produced by College Relations ADMISSIONS Funded Recruitment Publications QTY/REACH 2016-17 Produced through College Relations Fall Open House Invitations, Programs 50,000 & 800 $5,554.00 Spring Open House Invitations & Programs 4,500 & 800 $2,888.00 Viewbooks & Envelopes 40,000 $45,956.00 Travel Brochures 30,000 $6,099.00 Transfer Brochures 5,000 $2,629.00 Acceptance Package Folders, Brochures, Envelopes 13,000 $15,394.00 Residence Life Brochures 13,000 $3,360.00 Student Health Forms 13,000 $550.00 Financial Aid Brochures 13,000 $2,637.00 International Student Brochure 1,000 $1,084.00 Scholarship Luncheon Invitations, Envelopes 800 $842.00 Postcard Series 136,800 $9,264.00 TOTAL COSTS 2016-17: 321,700 $96,257.00 3 ADDENDUM: 3). 2016-17 ALUMNI AFFAIRS Budgeted PUBLICATIONS Produced by College Relations Target ALUMNI AFFAIRS Funded Communication Reach Breakdown Total Costs Produced through College Relations 1300 Elmwood Magazine (Alumni, Donors & Friends) Summer 2016 Print Production 97,110 $32,498 Summer 2016 Mail house and Postage $27,003 TOTAL SUMMER 2016 $59,501.00 Winter 2017 Print Production 97,364 $33,425 Winter 2017 Mail house and Postage $28,863 TOTAL WINTER 2017 $58,929.00 TOTAL COSTS 2016 -17 $118,430 4 ADDENDUM: 4). 2016-17 VIDEO MESSAGING OVERVIEW Produced by College Relations and Creative Media Services 43 Total Videos Developed and Produced Social Media Platforms Utilized Impressions Reach Engagement Views Facebook 381,860 276,421 30,699 77,477 Instagram 13,000 9,362 748 3,884 Twitter 37,277 n/a 1,119 n/a YouTube n/a n/a 354 8,198 LinkedIn 13,743 n/a 142 n/a TOTALS: 445,880 285,783 33 ,062 89,559 5 ADDENDUM: 5). 2016–2017 PRINT PUBLICATIONS Produced by College Relations • 191 Job Requests/242 Distinct Publications • 250 Issues of the Buffalo State Daily Bulletin – campus web digital news • 35 Edited Postings – President’s Blog UNDERGRADUATE ADMISSIONS GRADUATE ADMISSIONS Travel Brochure Graduate Program Info Sheet Transfer Brochure Grad Open House Invite Fall Open House Invite Grad Open House Poster Admissions T-Shirts Grad Schools Ad (The Record) (2) Viewbook/Envelope Grad Tabletop Banner Stands (3) Admissions Candy Jar Graduate Education Info Session Postcards Self-Guided Tour Graduate Education Info Session Posters Did You Know? Fact Sheet Graduate Distinctive Programs Info Session Physics Scholarship Flyer Postcards Fall Open House Program Graduate Distinctive Programs Info Session Acceptance Package (Booklet, Folder, Posters Envelopes) Graduate School Folders Residence Life Brochure Graduate School Window Clings New Student Health Form Moot Hall Directory Sign ADVERTISING/BRAND SUPPORT Financial Aid Brochure Brand Wall Signage (3) 2018 SUNY Viewbook Brand Bus Shelter (3) SUNY Campus Facts Buffalo News Ad/July Study NY Website Profile (edit) Door Decals Spring Open House Invite Brand Street Pole Banners (4) International Student Brochure Vehicle Decals Financial Aid Brochure/Spanish NYLPRW Ad Travel Brochure Reprint Buffalo News Destination EDU Ads Admissions Postcard Series #1-5 Graduate Billboards (3) Dean’s Honors Letter (edit) College Decisions Ad Scholars Luncheon Invitation Palace Theater Ad Dean’s Honors Program Certificate Business First Open House Ad Spring Open House Program HEED Award Ad Bengal Fast Facts Fall Open House Billboards (2) Admissions Postcard Series #6-12 Fulbright Billboard USB Wristbands Business First ad MLK Scholarship Breakfast Ad Students Who Soar Elevator Signage (6) 6 Roar in 4 Billboard ACADEMIC AFFAIRS/ACADEMIC Business First National College Fair Ad DEPARTMENTS Undergraduate Research Billboard Public Relations Signature Logo Volunteer Hours Billboard Communication Dept. White Type Signature Grad Info Session Billboard #1 Logo Grad Info Session Billboard #2 Library Table Throw Undergraduate Open House Billboards (3) Art Education 4/C Ad National College Fair Ads Humanities Festival Banner Say Yes Gala Ad Art Conservation White Paper (edit) NHEC Ad EOP 50th Anniversary Logo Hispanic Heritage Council Ad ECE/EXE Fact Sheet (Revised) TESOL Fact Sheet INSTITUTIONAL ADVANCEMENT Public Relations Graduate Brochure Scholar and Donor Breakfast Invite 4+1 Pathway Posters (5) Salvatore Proposal Arts & Humanities Newsletter Caudell Proposal School of Education Newsletter Peterson Society Program Community Arts Academy Signature Logo Scholar and Donor Breakfast Program Literacy Specialist Fact Sheet Community Service Letter (edit) EER Grad Programs Fact Sheet Mann Quad Letter (edit) Art Con Newsletter (edit) Mellon Letter (edit) MCL Promo Sheet Study Abroad Letter (edit) M.P.A. Brochure Gala Renewal Letter (edit) SUNY Student Award Bios Statler Plaque (edit) Student Accessibility Survey Signature Logo NFP Card (edit) EOP Honors Convocation Poster Art Con LACE Grant (edit) EOP Honors Convocation Invitation Development Holiday Card EOP Honors Convocation Program Gala Save the Date Postcard EOP Honors Convocation Certificates Planned Giving E-newsletter (edit) Mellon LACE Grant (edit) Garman Plaque (edit) Art Conservation Army White Paper (edit) Peterson Society Survey (edit) Educational Leadership Fact Sheet Gala Invitation Package Mellon Planning Report (edit) Peterson Society Events Postcard (edit) Garman Art Conservation Signature Logo Donor Letter (edit) Houghton Articulation Agreement Brochure Bengala Sold-Out Logo History and Social Studies Education Golf Classic Save-the-Date Postcard Brochure Planned Giving Brochure Exceptional Education Brochure Gala Auction Items PowerPoint Educational Leadership Brochure Gala Auction Items Program SRCC Program (edit) Crescendo E-newsletter (edit) SRCC Invitation (edit) Golf Classic Info Sheet School of Education Table Throw Planetarium Eclipse Invitation Great Lakes Center Logo Civic and Community Engagement Signature Logo TESOL Fact Sheet Update 7 VSLC Stickers International Education Signature Logo FINANCE AND ADMINISTRATION International Education Notepads Campus Maps (Revision) Summer Session Postcard 2016 Telephone Directory (Revision) Summer Session Poster Annual Security Report Honors Programs Signature Logo 2017 Faculty and Staff Directory Dean’s Honors Program Signature Logo SPECIAL EVENTS ALUMNI AFFAIRS Bengal Dare to Care Day Shirt 1300 Elmwood (Summer 2016) Fac/Staff Recognition Ceremony Program 1300 Elmwood Online (Summer 2016) Caudell Hall Ribbon Cutting Program 1300 Elmwood (Winter 2017) 25-Year Luncheon Program 1300 Elmwood Online (Winter 2017) Commencement Program Alumni Table Throw Corporate Challenge T-Shirt Alumni Tabletop Banners/Set 1 (3) Alumni in Film Flyer (edit) PRESIDENT’S OFFICE/SPECIAL PROJECTS Alumni Tabletop Banners/Set 2 (3) Community Impact Report Alumni House Mission Statement (edit) Roar in Four Flyer Alumni House Fence Wrap Institutional Fact Sheet (2016) Alumni House Construction Sign President’s Business Card and Stationery Alumni House Sandwich Board Signs Fall Forum Speech (edit) Alumni House Groundbreaking Program President’s Holiday Card Holiday Meet and Greet Invite STUDENT AFFAIRS MLK Event Flyer (edit) Student Life Office Ambassador Table Assessment Survey T-Shirt Throw 2015-2016 Annual Report Homecoming and Family Weekend Urban Teacher Academy MOU Certificate Signature Logo Institutional Fact Sheet (2017) Orientation T-Shirt Student Life Table Throw ONGOING Student Affairs Signature Logo Daily Bulletin (approx. 250 issues) Campus Conduct Policy (edit) President’s Blog (edit approx. 35 posts) Student Affairs Conference Room Signage (8) Career Development Center Table Throw REVISED 7/17 Career Development Center Tabletop Banner 8 ADDENDUM: 6). 2016–2017 PUBLIC/MEDIA RELATIONS PLACEMENTS/HITS
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