Strategic Communications: A Recent History

September 2005

President Hochstettler assembles more than 30 faculty, staff, students, and alumni from all three schools, as well as several members of the Board of Trustees, to create a planning task force.

The work of the task force, which includes wide outreach, is completed in April 2006, and its report is approved by the Board of Trustees and affirmed by President Hochstettler.

This broad, collaborative effort identifies institutional priorities for the next 10 to 15 years and finds that the identity of Lewis & Clark is embodied in these values:

• Intellectual rigor in a supportive environment
• Northwest heritage, expansive horizons
• A passion for global engagement
• Community engagement
• Wisdom and leadership

March 2006

Lipman Hearne, a Chicago-based strategic communications and marketing firm, is retained by Lewis & Clark to conduct audience research with alumni, prospective students, corporate and foundation supporters, trustees, and college presidents. This research informs a marketing strategy by providing input on the following:

• Images and perceptions of Lewis & Clark as applied to undergraduate, graduate, and professional programs and relative to other institutions
• Perceived strengths and weaknesses of Lewis & Clark and its programs
• Understanding and appeal of distinctive features, including the liberal arts, environmental sustainability, community service
• Opportunities for Lewis & Clark to distinguish itself through brand positioning

October 2006

Working with Metropolitan Group, a Portland-based firm strategic communications and marketing firm, Lewis & Clark takes the work of Lipman Hearne and creates a comprehensive strategic communications plan, including a message platform with positioning elements.

February 2007 to present

The Board of Trustees approves the strategic communications plan and the Office of Public Affairs and Communications begins implementing the strategic positioning framework.