Public Affairs marketing communications managers work with centers, groups, individuals, departments and schools to:
- Assist you in thinking strategically about what you hope to accomplish.
- Help you determine your audience and goals.
- Develop an integrated marketing plan that reaches your targeted audiences in a variety of effective ways.
- Coordinate production/procurement of tactics that fit your budget.
Determine Your Marketing Needs
- Goals: What do you want to do – build general awareness, increase enrollment or expand attendance at an event?
- Audiences: Who are you talking to? How old are they and who influences their decisions?
- Key Messages: What is your message? What are you telling them about your program?
- Distinctive Benefits: What is distinctive and special about your programs, faculty, student or alumni accomplishments? How will your audience benefit?
- Special Features: What makes your program attractive? Convenience, fast-track options, real-world work experiences?
- Call to Action: What action do you want the audience to take-- call, visit, register, enroll or learn more by visiting a Web site? The outcome should be directly related to your goals and clearly stated in your marketing plan.
Which Tactical Approaches Can be Used?
These are some of the tactics we use to accomplish marketing goals.
- Brochures or other printed information pieces
- Web marketing – event registration Web site, program information on Web, social networking/other Web-based capabilities
- Direct mail pieces
- E-mail campaigns
- Paid advertising – radio, television, online, print
- Media publicity (interviews/stories about your event or program)
With an integrated approach, we can target and reach your audience in a number of ways, increasing the reach and effectiveness of your message.
Together, our marketing efforts support:
- Recruitment and enrollment of students
- Promotion of the University's image and management of its brand
- Increased awareness of and participation in programmatic initiatives throughout the University
Marketing is important! A program or institution, no matter how good, will not sell itself. Well conceived and developed marketing tactics feature a balance between information and motivation and make an impact on the audiences that matter the most to you.