The Greehey Scholars Program developed a marketing outreach initiative to attract and retain highly qualified students through a full-ride scholarship program at St. Mary's University. As part of this initiative, the program conducted a competitive analysis, created a content outline, vehicle outline, and website map. Key elements of the marketing campaign include the tagline "Be a Greehey", slogan "Learn. Serve. Lead.", and consistent branding using primary and secondary fonts and colors. Marketing vehicles such as brochures, t-shirts, DVDs, and a website were established to promote the scholarship program to high school students, parents, and counselors.

1. Greehey Scholars ProgramMarketing Outreach Initiative2010-2011

2. PurposeAttractand retain the most qualified students, both locally and internationally, by offering professional and personal development, as well as a full-ride scholarship to St. Mary’s University.

3. ProcessIn order to create a competitive marketing plan, we developed the following:Competitive Analysis with other scholarship programs

4. Content Outline

5. Vehicle Outline

6. Website MapElements- Tagline- Slogan- Fonts & colors

7. Elements: TaglineBe a Greehey!

8. Elements: TaglineWhy?It means to live with the ideals of constant learning, serving and leading.

9. Mr. Greehey is a great example of hard work and dedication to serving others.

10. Scholars call each other and introduce each other like this. E.g. “This is Rebecca, she’s a Greehey too.”

11. Elements: SloganLearn. Serve. Lead.

12. Elements: SloganWhy?We learn in the classroom through our specialized classes and in the real world through business immersions.

13. We do more than volunteer; we serve our community to create a meaningful impact.

14. By integrating what we learn and how we serve, we are able to lead others by example, with our lives.Elements: Fonts & colorsPrimary: Goudy Old StyleSecondary: Gills Sans MTYellow: Pantone 141Blue: Pantone 2955

15. Elements: Font & colorsWhy?We want the program’s image (branding, publications, etc.) to be consistent with the St. Mary’s University Publication Guide**http://www.stmarytx.edu/communications/pdf/Pub_Guide.pdf