the Coherence Model AT Dominican University

A DYNAMIC PROCESS

WACAC 2013

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Sam waterson EVP and Creative director

RiCk BaileyFounder and Principal

Nichelle PassanisiDirector

Undergraduate Admissions

Rebecca Finn KenneyAssistant Vice President

Undergraduate Admissions

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The challenge

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WHAt do you do with seemingly disparate elements?

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Unusual is good

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Unusual needs tomake sense

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Coherence

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IS TELLING THE TRUTH.

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“

ABRAHAM LINCOLn

“IF WE COULD KNOW WHERE WE ARE AND

WHITHER WE ARE TENDING WE COULD BETTER FIGURE HOW

TO GET THERE.”

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The journey to coherence

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Defining the destinationIn this kick-off meeting that begins our partnership, we’ll develop a shared understanding of your goals for your organization or institution, and together define measures of success.

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Three SatellitesTo determine your current position in the marketplace, we next engage in comprehensive market research, answering the “three satellite” questions illustrated in the next steps. "ese findings will pinpoint your location on the landscape of competing groups and messages.

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The journey to coherence

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Satellite One: Who are you?With Circles of Influence, we’ll discover the distinctive experience of your institution by engaging in intensive conversations with current, internal, primary customers.

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The journey to coherence

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Satellite Two: What do you say you are?Here, we’ll take a Coherence Inventory of your current communication strategies and tools, with an eye toward identifying those that are “on track,” as well as those that represent missed opportunities.

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The journey to coherence

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Satellite Three: What do others say you are?In this step, we’ll gather and evaluate the perceptions of external markets, again looking for opportunities to clarify messaging, address misunderstandings and better connect with constituents.

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Coherence ManifestNow we’re ready to chart a course that will guide you toward the destination(s) outlined in Step One. Part communications standards, part strategic plan, the Coherence Manifest presents the verbal and visual elements that will serve as navigational touchstones in the development of new key messaging and communications.

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The journey to coherence

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Making the tripIn this final phase of our journey toward coherence, we will implement the strategies and creative direction developed in the previous steps. Marketing communication tools will vary depending on the “three satellite” findings, but may include digital, print or broadcast solutions.

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The journey to coherence

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the solution

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YNAMISM

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Results

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Updated recruitment and communications plan

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DOMINICAN.EDU/PATHWAYS

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DOMINICAN.EDU/GRADUATE

DOMINICAN.EDU/GRADUATE

DOMINICAN.EDU/GRADUATE

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Travel

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Events

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Funnel Statistics

InquiriesApplicantsAccepted StudentsDeposits

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Challenges

TimingVolumeTrainingCampus integration

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Looking forward

Full cycleImprovementsSocial Media

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QUESTIONS?

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