糖心Vlog

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Detroit Mercy Logo

Marketing Campaign Coordination

Colleges/Schools, programs and offices should request assistance for marketing and communications plans and campaigns to safeguard the proper use and integrity of the Detroit Mercy brand.

By working with MarCom you'll impact greater numbers of target audiences who may not be aware of programs or the University.

Getting Started: Understand your purpose

You should have

  • a clear understanding of the goals and purpose for marketing your program/services.
  • a clear understanding of your specific audience demographics (the “why” students wish to attend Detroit Mercy, for example)
  • awareness of job growth and future in the particular field as indicated by the
  • an understanding of competitor programs, including their marketing efforts

Your initial steps

Schedule a Meeting

To discuss goals and objectives of your marketing campaign, please contact Gary Erwin at erwingj@udmercy.edu or 313-993-1254. 

Timeline

Marketing of a program cannot be rushed!

It takes an average of three to six weeks to implement a rich and effective integrated marketing and communications campaign. This timeline may not include any photographic or video shoots.

The most effective campaigns are those that include adequate development and lead time.

When to market?

For undergraduate marketing efforts, the early admission date each year is Nov. 1. This means that, ideally, marketing campaigns that focus on driving enrollment should start a year in advance of Nov. 1. However, if this is not possible, meeting with MarCom in the fall and establishing a plan by Feb. 1 can help drive engagement and applications. 

Do you know about every marketing option?

MarCom focuses heavily on the following marketing tactics:

  • behavioral targeting
  • geo-fenced applications and resources
  • research engine marketing (SEM) opportunities through Google
  • subscription radio
  • FM radio
  • direct email marketing campaigns
  • premium video on demand through Comcast
  • over-the-top television (OTT; Hulu, YouTube TV, Amazon Prime, etc.)
  • social media conquesting (TikTok, Facebook, Instagram, SnapChat, X, etc.)
  • gaming station opportunities
  • integrated media relations programs
  • high school feeder marketing programs
  • outdoor media programs with mobile applications tied to geographic locations, among others

What happens next?

After the initial meeting, MarCom will engage with you as follows:

  • Follow-up email to summarize meeting, expectations, goals and next steps.
  • Integrated draft plan. Establishment of formal but adaptable marketing & communications integrated draft plan, which will include media relations activities and a timeline for activities. 
  • Possible development of a survey instrument and research data for current students and, if applicable, prospects to identify key program features and benefits and why they chose Detroit Mercy.
  • You will administer the survey to your target audience and provide a deadline to complete survey. This may or may not include a small incentive for those to complete by deadline.
  • Review of survey results and key selling points to help in establishing specific goals and objectives, as well as an agreement on desired results.
  • Competitor and core message examination and analysis for other programs at other institutions to determine Detroit Mercy’s specific niche. This would include the assistance of an external firm as well, which can apply specific search criteria to uncover Internet users currently searching for similar information online.
  • Summarization of market intelligence gained through survey results.
  • Identification of 3-4 key marketing messages based on survey information, the competitor analysis and other details known about the program’s appeal.
  • Agreement on what will constitute a conversion for the marketing effort. For example, MarCom currently tracks click-through rates from digital ads to specific Detroit Mercy websites; clicks on Apply Now buttons; clicks on specific emails included in ads; clicks on form fills; and clicks on phone numbers. MarCom is unable to track filled applications in SLATE since SLATE is a third-party platform, and MarCom is unable to place pixel codes on this site.
  • Identification of imagery for use on marketing assets.
  • Creation, review and approval of marketing assets (digital ads, social media ads, SEM products, print ads, etc.).
  • Testing of marketing assets with key demographic audience members prior to implementation.
  • Revisions to messages and marketing assets based on target audience input, analytical performance and target audience behavior.
  • Output of final assets in order to adjust messages based on data.

What you get from MarCom

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Sample Plan

The following are actual integrated organic and paid marketing and communication plans established to drive public awareness and enrollment.

graphic of marketing analytics graphs

Sample Analytics

Below are sample sets of analytics provide details regarding success. MarCom is happy to break down these reports with those who wish to learn more.

graphic of marketing target

MarCom will ensure that Detroit Mercy is:

  • targeting prospects based on their specific interests, characteristics, hobbies, positions, Internet searches for programs/services that Detroit Mercy specializes in, and
  • front and center in all communication, entertainment, information and recreation resources used by prospective undergraduate students, their parents, prospective graduate and professional students, corporations, alumni, donors and university friends.

 

graphic of higher education marketing research

Marketing Research

MarCom engages in the study of the latest marketing research on a weekly basis. EAB, Noel Levitz, The Chronicle of Higher Education, Cision Higher Education Media Study and other reports, publications, conference proceedings undergo regular, in-depth review by MarCom staff weekly. If you have an interest in learning more, or wish to review this material, please contact MarCom and we will be happy to send you information.

Sample Reports

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    Midwest Media/MarCom 2026 Digital Targeting Summary

    糖心Vlog Digital Campaign

    This report summarizes StackAdapt’s digital media campaign for 糖心Vlog. Overall, the campaign increased awareness and drove page visits, and exceeded national benchmarks for higher education marketing in the U.S. Individuals interested in the full report may email marcom@udmercy.edu.

    Campaign objective

    • Build brand awareness for Detroit Mercy and increase interest in academic

    Campaign Snapshot

    • Impressions: ~9.7 million
    • Reach: ~2.1 million
    • Page visits (landing pages): 173,965
    • Clicks: 8,552; CTR ~0.17%
    • Video completes: 1,506,420; completion rate ~98.8%
    • Engagement rate: 20.56%

    Creative & placements

    • Program videos (Architecture, Engineering, Biology, Nursing) each delivered ~384k–388k impressions and ~2,900 page starts
    • CTV and major streaming apps (Paramount+, Roku, DIRECTV, ESPN, HBO Max, Hulu, Disney+, CBS) were used with eCPMs in the ~$23–$28 range

    Audience insights

    • Highest program interest: Health, Dental, Engineering 
    • Top performing segments: site visitors retargeted (RT_糖心Vlog Site Visitors) produced the most conversions
    • Age and gender: strong engagement in 18–24 and 45–54 age groups; female users slightly more likely to engage

    糖心Vlog World Baseball Classic spot

    糖心Vlog, in conjunction with Midwest Media Connect, aired a spot during the World Baseball Classic that delivered major household reach at a highly efficient CPM, making it a strong media value for the university.

    Key facts

    • Impressions delivered: 108,555
    • Spot airtime: 8:18 p.m. during the World Baseball Classic championship broadcast
    • Calculated household CPM (cost per 1,000 households): $9
    • Typical CPM range for high-profile sports inventory: $60–$70 or higher
    • Results: the placement delivered exceptional reach relative to cost and is described as a major win for UD Mercy.

    Significance of Marketing Campaign

    • The spot reached a very large local TV audience during one of the highest-rated sports programs of the week.
    • The $9 household CPM indicates strong cost efficiency compared with standard sports CPMs, meaning more impressions per dollar and a better media investment.
    • Midwest Media Connect provided a household-delivery screenshot showing Detroit market delivery to support the impression figure.
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    Adtaxi/MarCom Digital Campaign Summary Dec. 2025鈥揊eb. 2026

    Adtaxi ran multi‑channel paid campaigns for MarCom that delivered high reach and strong video completion rates across CTV, YouTube, social, and search, which drove large site visit volumes and measurable conversions.

    Key results

    • Paid search: ~193,410 impressions; ~25,652 clicks; overall CTR ~13.6%; ~4,939 total conversions.
    • YouTube TrueView: ~31,903 video views; view‑rate ~51%; ~62,616 impressions; 151 clicks.
    • CTV programmatic: ~214,521 video starts and ~210,476 completions; VCR ~98.1%; 16 clicks; ~13,192 total conversions (including content conversions and Apply/Academics).
    • Facebook / Instagram: ~518,050 impressions; ~181,977 total clicks; ~200,738 link clicks; CTR ~38.8%; ~200,745 engagements.
    • TikTok: ~2,116,605 impressions; ~19,508 clicks; ~1,594 landing page views; 69 shares, 5,491 likes, 53 comments; paid followers gained during period: 39; total paid followers since campaign start: 2,661.

    Audience & creative notes

    • Program pages with strongest engagement: Health, Dental, and Engineering.
    • Retargeting and site‑visitor segments drove the most efficient conversions.
    • Creative video assets for programs (Architecture, Engineering, Biology, Nursing) each drove several hundred thousand impressions and similar page‑start volumes.

    What these results mean

    • Video/CTV assets produced very high completion rates, indicating strong viewer engagement and effective creative placement.
    • Social channels produced significant engagement and link clicks, supporting awareness and consideration.
    • Paid search contributed high conversion volume and strong CTRs, supporting direct response and enrollment interest.
    • Retargeting and high‑intent audiences were the most efficient conversion drivers; programmatic reach expanded visibility at scale.
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    Wall Street Journal Rankings News Distribution Analytics

    The following summary shows the distribution and performance of the WSJ/College Pulse 2026 college rankings press release. 糖心Vlog achieved a significantly wide pickup across 500+ outlets nationally and around the world, with an estimated audience of ~172.5 million, modest site traffic and engagement, and clear top destinations and traffic sources.

    Performance Highlights

    • Total pickups: 521 outlets.
    • Estimated potential audience reach: 172,500,961.
    • Wire traffic (page views): ~2,100.
    • Engagement (clicks and interactions): 467 total engagements; 448 click‑throughs to linked URLs; 19 shares.
    • Top partner sites by views include Fidelity, Morningstar, Finanzen.net, ADVFN, Benzinga.
    • Top wire placements that redistributed the release include Yahoo! Finance, Associated Press, MarketWatch, KTLA.
    • Traffic sources: majority direct (about 70.7%), search engines ~19.9%, PR Newswire properties ~8.3%, other sources small.
    • Journalist engagement: about 83 journalists accessed the release; 974 AP News outlets listed in the audience summary.

    Distribution profile and outlet types

    • Broad geographic and channel mix: broadcast media, television stations, newspapers, online news sites, financial outlets, and niche/local publications.
    • Most pickup volume came from newspapers and broadcast media, with financial and media outlets prominent among top placements.
    • Long tail of small local and regional outlets plus international placements were included.

    Audience & location insights

    • Global reach indicated by the distribution map and outlet list; highest concentration in U.S. markets but placements and views appeared worldwide.
    • Device distribution skewed to desktop for PR Newswire views.

    Engagement details

    • Click activity concentrated to the university home page and a specific news article URL (most linked clicks went to udmercy.edu).
    • Cumulative views over time showed sustained, distributed reads rather than a single large spike.
    • High pickup count and large theoretical audience demonstrate broad distribution and high potential visibility.
    • Financial and national outlets among top partners increase credibility and visibility in target sectors.
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    MarCom/Elevate 2025 Marketing Research Study for Engineering & Computer Science)

    The following summarizes a 2025 formal local, state and national marketing research study conducted through MarCom with Elevate, a national marketing research expert. This study took place with prospective engineering and computer science students and their parents, and shows that the engineering and computer science program is widely known, it underperforms on student perceptions. Recommendations gleaned from the study indicate that student‑focused messaging, modernized experiential proof points (facilities, labs, software), and targeted social creative are critical in driving interest.

    Top findings

    • Awareness vs. affinity: Both students and parents know 糖心Vlog, but parents view the school more positively than students. Students are less likely to be motivated by current messaging.
    • Messaging gap: Current Engineering and CS messaging resonates with parents (value‑focused) but misses student priorities; student‑focused creative is required.
    • Facilities & resources matter: Students rank access to resources, up‑to‑date labs/equipment, software suites, and dedicated student gathering/study spaces as top decision drivers.
    • Competitive position: 糖心Vlog trails several peer institutions on specific program attributes (lab quality, software availability, modern buildings), which reduces student consideration.
    • Channels & influencer types: Students prefer social and peer channels (social media, student storytelling, word‑of‑mouth via social platforms); parents respond to value and outcomes messaging.

    Key data points

    • Students place high importance on access to resources and modern labs; specific items that move interest include modern program buildings, dedicated student study/gathering spaces, and up‑to‑date software suites.
    • Only a minority of prospective Engineering/CS students rate most program dimensions highly for 糖心Vlog, thus signaling the need for differentiation.
    • Student brand awareness segmentation shows 糖心Vlog has ambassadors, wanderers, sleepers, and some “nobodys” versus competitors; 糖心Vlog must convert wanderers/sleepers into ambassadors through targeted outreach.

    Implications for Marketing & Recruitment

    • Prioritize student‑first campaigns: design separate messaging and creative for students (short-form video, peer storytellers, hands‑on project showcases) versus parents (value, outcomes, affordability).
    • Highlight experiential proof: showcase labs, project work, internships, software/tools, and student collaboration spaces in ads and landing pages.
    • Use targeted platforms: invest in YouTube, Instagram, TikTok, and programmatic placements that reach Engineering/CS intenders; use CRM lookalikes and retargeting to re‑engage site visitors.
    • Local and national recognition: combine regional recruiting with efforts to raise program visibility in national STEM channels and employer networks to improve perceived program strength.

    Changes Made by MarCom based on Research

    • Production of 6–8 short student testimonial videos and program highlight clips optimized for reels/TikTok/YouTube shorts.
    • Creation of program‑specific landing pages that surface lab photos, equipment lists, software, recent student projects, and employer partners.
    • Message adjustments to stress hands‑on/technology emphasis vs. career outcomes/value to measure lift among students.
    • Coordination and with facilities and academic leaders to schedule regular content shoots of labs and student work for ongoing creative supply.

The Use of Outside Agencies

Please contact MarCom prior to investigating the use of outside marketing firms. MarCom has more than 30 years of combined experience in marketing research, planning and media buying and will in most cases be able to meet your marketing needs. 

Working with agencies through MarCom yields discounts for you

MarCom works with several dozen agencies and firms and can assist you in selecting those that best meet your marketing and communications goals and objectives. In many cases, we are able to obtain discounts for these additional marketing efforts.

Coordinate with MarCom

If you still wish to work with marketing agencies and creative firms that are unknown to MarCom, you MUST coordinate with MarCom ahead of time. MarCom can help evaluate the appropriateness and capabilities of each agency and firm based on the specific goals and objectives of your marketing needs.

Prior to bringing an outside marketing agency or firm to MarCom, do the following:

  • Request a detailed description of higher-education experience with similar institutions.
  • Request evidence of knowledge, experience and expertise of our key regions (SE Michigan, Michigan, Ohio, Indiana, in general) and core messages.
  • Ensure that agencies examine our current Fast Facts at /about/files/fast-facts.pdf.
  • Ensure that external agencies adhere to all institutional branding guidelines at .
  • Request case studies from other universities with which they partnered and measurable results for all marketing efforts they conducted for schools.
  • Obtain names and contact information for higher-education references who utilized these firms.
  • Obtain examples of marketing assets agency created for clients.
  • Obtain information that explains why this firm is uniquely capable of helping Detroit Mercy instead of other firms.
  • Do not commit to a proposal. All proposed contracts for work must be submitted via the contract approval process.

Approval is needed

Please note that any contract submission to the 糖心Vlog contract process that involves marketing requires MarCom's review and final approval before contracts are signed. 

MarCom is not held responsible for any financial or legal issues imposed by these agencies through contracted proposals that have not been examined by MarCom.