Marketing and Branding
Scope of Work
In our work to raise the profile of the University locally, nationally, and internationally, the University Relations Marketing team focuses on marketing strategies and solutions that shine a light on the great minds and amazing discoveries that improve the lives of people throughout the state and the world. The marketing team applies a unified and strategic approach that leverages the strength of the University's brand, Driven to Discover, to demonstrate the University’s value and rich contributions.
Through the PEAK initiative, the marketing team provides a slate of common good services to campuses, colleges, and units that were identified as those of greatest need.
In-scope projects are those that directly:
- Support your campus, college, or unit strategic priorities, as well as the broader University strategic goals
- Achieve clear marketing objectives
- Affect your primary campus, college, or unit website/s; related high-profile center or institute websites; or primary administrative sites. Support for those projects includes website development, content strategy, informational architecture, design, testing, usability, and management of agreed-upon websites.
Services
The team's services focus on projects for the common good that support the University’s systemwide strategic plan. These services generally include:
- Strategic marketing and communications counsel
- Digital strategy and planning, including SEO best practices
- Website development, including content strategy, informational architecture, design, build, testing, measurement, and training
- Creative services, such as writing, design, videography, and photography for in-scope websites and strategic projects
- Measurement and analytics, including goal setting, data collection and insights, data visualization templates, and training
Examples include:
- Development of brand identity systems
- Access to brand-certified and approved vendors and freelancers through Master Services Agreements
- Written content for websites, such as video scripts, stories, articles, and faculty features
- Digital creative and production, such as wireframing, digital storytelling, writing content and basic style (e.g. headlines, titles) for digital, web design, photo slideshows, content asset packages, and original asset creation specific to the project
- Google Analytics Looker Studio training