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Overview
The Marketing, Brand and Digital Strategy (MBDS) team provides high-level support services, training, and resources for branding, new website projects and digital advertising needs. Our goal is to empower campus community partners to coordinate their marketing initiatives with UCM鈥檚 consultation or support, there is a certain level of expertise necessary for cultivating high-level, impactful collateral and content.听听
Below you will find a tiered breakdown of each marketing support type.
Note: The services below do not include Early Bird, RED, 海角社区 Magazine, Photo/Video, Media Relations and Executive Communications, overseen by UCM鈥檚 Strategic Communications team members.
Tiers
Once a marketing request has been submitted, the Marketing Brand and Digital Strategy Team (MBDS) reviews and determines the necessary and appropriate level of support provided by MBDS according to the following tiers and team capacity/availability. A representative from the respective team will follow up to confirm how we can move forward. The MBDS team may not always be able to provide full support to each marketing request.
TIER 1: LEAD
MBDS owns and leads the project. Examples of services include:听听
- Advertising: institutional and/or university-wide brand awareness campaigns听听
- Digital Strategy: Building new prospective student-facing templates for web authors to use, and new communications and marketing pages.听
- Brand/Design: University-wide brand standards (Presidential, major gifts, signage, signature events, brand development) and major donor and legislature-facing fact sheets听
TIER 2: COLLABORATE
MBDS collaborates with campus partners on the project/request. Examples of services include:听
- Advertising: Partnering on high-level recruitment campaign(s) that do not exceed one fiscal year听
- Digital Strategy: Partnering to troubleshoot on web templates based on audience听
- Brand/Design: Partnering on high-level branding, design, strategy (recruitment, retention, division-level initiatives, college/school/departmental initiatives)听
TIER 3: ADVISE
MBDS consults/troubleshoots on the project or request. Examples of services include:听
- Advertising: Program-specific recruitment, campaign does not exceed 3 months听
- Digital Strategy: Guidance on webpage customization(s)听听
- Brand/Design: Marketing strategy advice, personalized guidance on marketing templates, promotional products advice听听
TIER 4: REVIEW
MBDS provides toolkits and resources for the project or request. Examples of services include:听
- Advertising: External-facing campaign(s)听听
- Digital Strategy: Testing and review of new sites听
- Brand/Design: Provide/Develop resources and recommendations via Brand Central and Marketing Toolkit, Department logos, Review of Promotional items)听
Definitions Guide
海角社区’s marketing strategies and techniques are aimed at promoting the University’s programs and services to attract prospective students, engage current students and alumni, and maintain positive relationships with stakeholders.
Activities include branding, advertising, content creation, website maintenance and accessibility, and communication efforts.
- Goal: Effectively communicate the unique value propositions of the institution, its academic offerings, campus culture and opportunities for personal and professional development; ultimately driving brand awareness, applications, enrollment, enhancing reputation and fostering a sense of community and loyalty among stakeholders.
University paid advertising involves the strategic dissemination of promotional messages through various channels to target specific audiences, such as prospective students, current students, parents/advocates, the community and more.
These messages highlight the institution’s brand, academic programs, achievements, and unique selling points to differentiate it from competitors and attract interest. Paid advertising efforts may include digital and social advertising campaigns, print media placements, outdoor signage, online video ads, direct mail and sponsorships.听听
- Goal: Increasing brand visibility, driving applications (recruitment) and enrollment (retention), and fostering positive perceptions of the University within the community and beyond.
The University’s digital strategy provides a comprehensive approach to managing 海角社区’s online presence. It includes web support for marketing pages, website data reporting, web author support and website accessibility.
Web support involves collaborating with ITS to ensure the smooth operation, security and maintenance of the University’s website infrastructure, including regular updates, troubleshooting, and technical assistance.
Website data reporting entails the systematic collection, analysis and interpretation of user data and website metrics to inform decision-making, track performance, and optimize digital initiatives (including advertising efforts).
Web author support entails providing guidance, training and resources to content creators and contributors to ensure the creation of high-quality, engaging and accessible content aligned with the University’s brand and objectives.听
- Goal: Prioritizes website accessibility in all of these initiatives by adhering to accessibility standards, conducting regular audits and implementing features and practices to ensure that the website is usable for individuals with disabilities, thus fostering inclusivity and compliance with legal requirements. By integrating these elements into its digital strategy, 海角社区 can enhance its online presence, engage stakeholders effectively and achieve its organizational goals in an increasingly digital landscape.
海角社区鈥檚 brand and design strategy is focused on the deliberate development and management of the University’s visual identity, messaging, and overall perception. This involves establishing a distinctive brand identity that reflects the institution, 海角社区’s mission, values, and unique CADRE values attributes, and as well as crafting brand images and messaging that resonates with target audiences such as prospective students, alumni, donors, and the community.
Design elements such as logos, colors, typography, and imagery are carefully chosen and consistently applied across various communication channels to create a cohesive and memorable brand presence. Additionally, the strategy may include guidelines for brand voice and tone to ensure consistency and authenticity in all communications.听听
Goal: Aligning brand and design elements with the University’s goals and values, the strategy aims to strengthen its reputation, foster connection and engagement with stakeholders, and differentiate it from competitors in the higher education landscape.