Clarify our mission, define our identity, and establish our brand in the marketplace
We will work collaboratively as a community to clarify and focus our mission and identity - rooted in our Catholic Cabrinian heritage and commitment to academic excellence and student success - and then communicate them effectively both internally to members of our community and externally to the marketplace.
We will clarify, integrate, share and assess the expression and implementation of our Catholic Cabrinian mission and identity. While each of our existing internal mission-related documents is clear and inspiring on its own, we must interpret and effectively communicate our central messages to overcome the confusion that these disparate documents sometimes cause. In addition, we must continually examine, and consciously relate to our own mission, key Church documents such as Ex Corde Ecclesiae and pastoral letters on Catholic Social Teaching from the Vatican and U.S. bishops. Finally, we must be more explicit and communicative about the mission implications of Cabrini's ongoing relationships with organizations such as Catholic Relief Services and the Association of Catholic Colleges & Universities.
We will rededicate our efforts to integrate mission into all segments of campus life, including increasing both internal and external communications about the growing number and quality of mission-related initiatives at Cabrini College. And we will develop instruments to record and assess mission-related initiatives and programs, using the results to communicate our successes and make changes where room for improvement is indicated.
Our identity is defined by how we choose to organize ourselves and behave as an institution in accomplishing our mission - and, ultimately, by how we are perceived in that pursuit. As we define and clarify our mission, we will also actively define our own identity in a way that can be intentionally communicated to, and shape the perception of, the marketplace. We will create the images and messages of a distinctive Catholic Cabrinian education - linked specifically to our unique culture, values, and signature programs - and use them as the foundation of our marketing and branding efforts.
With this foundation, we will enhance the image and perception of Cabrini College in our regional marketplace and expand our image and name recognition into national and international markets. We will integrate this into our ongoing branding initiative and develop a comprehensive marketing plan. This plan will integrate seamlessly with our Admissions function and focus on the continued administrative and financial development of our marketing department, the upgrade of the College's Web site (a crucial recruiting tool for today's student), and the exploration of new opportunities to elevate the College's image and brand promise, "Do Something Extraordinary." All of our marketing efforts will focus on positioning Cabrini uniquely among our competitors, giving the College a competitive edge in recruiting both undergraduate and graduate students, and employees as well.