University of North Texas Division of University Relations, Communications and Marketing Strategic Plan 2012-17

Vision

The Division of University Relations, Communications and Marketing is an adaptive, high performing, innovative, reliable, responsive and sustainable organization with strong leadership, shared values and satisfied employees. Functional alignment of URCM resources, performance and measureable results support the goals of the university. URCM is a trusted partner and reliable resource in service to other university divisions.

Mission

The Division of University Relations, Communications and Marketing, as the chief communications and marketing organization for the University of North Texas, enhances, protects and strengthens UNT’s institutional brand and reputation; reinforces the university’s relevance in the lives of key target audiences, including current and prospective students and their parents, alumni, donors, friends and faculty and staff members; and encourages community engagement.

URCM Strategies in Support of the University of North Texas Strategic Plan 2012-2017

Four Bold Goals for the Future of One Great University

Goal 1: Provide the best undergraduate educational experience in Texas

URCM Strategy

Develop and execute integrated strategic marketing, public relations and communications programs to help achieve the university's overall and targeted enrollment goals for a diverse, high-quality and successful undergraduate student body.

Actions

  • Shape and support the university’s overall and targeted undergraduate enrollment goals through participation in the President’s Enrollment Administration Council and university committees related to recruitment, retention and student success and collaborations with the Divisions of Academic Affairs, Student Affairs and Equity and Diversity and the Office of Admissions.
  • Adopt institutional goals, priorities and strategies for undergraduate enrollment and academic programs as a flexible framework for the division’s strategic student recruitment marketing and retention plans and work products.
  • Lead the development, creation and execution of university recruitment and retention marketing plans, providing consultation at the college and school levels. Utilize a breadth of print, advertising and digital marketing communication tactics and measurements to support broad institutional and college-level goals.
  • Employ market research to develop and implement effective methods for engaging and motivating prospective and enrolled student target audiences, to define key messaging and to measure perception.
  • Employ news promotions, serial publications, social media and digital channels to communicate the university’s high quality education; environment of excellence; distinguished faculty; rigorous, innovative academic experiences; supportive environment and dedication to student success.
  • Create emotional connections with prospective students and their families though campus visit experiences and build quality academic experiences for prospects through college and school specific programs.
  • Increase personalization and mobile capabilities in the division’s recruitment marketing work products and services. Provide one-to-one customer service and relationship building through social media channels and the university’s private social network for prospects, admitted and enrolled students.
  • Collaborate with the Division of Advancement in the development and execution of integrated communications programs to support student scholarships and related fundraising activities.

Goal 2: Provide superior graduate education, scholarship and artistic endeavors and achieve status among the nation’s tier-one research universities

URCM Strategy

Develop and execute integrated strategic marketing, public relations and communications programs to help achieve the university’s overall and targeted enrollment goals for a diverse, high-quality and successful graduate student body. Employ programs that support achievement of the university's research goals and that promote, enhance and broaden awareness of the quality, scope and impact of UNT's research, scholarship and creative activities.

Actions

  • Participate in shaping and supporting the university’s overall and targeted graduate student enrollment goals through participation in the President’s Enrollment Administration Council and university committees related to recruitment, retention and student success and collaborations with Divisions of Academic Affairs, Student Affairs and Equity and Diversity and the Toulouse Graduate School.
  • Adopt institutional goals, priorities and strategies for graduate enrollment and academic programs as a flexible framework for the division’s strategic student recruitment marketing and retention plans and work products.
  • Lead the development, creation and execution of university graduate recruitment and retention marketing plans, providing consultation at the college and school levels. Utilize a breadth of print, advertising and digital marketing communication tactics and measurements to support broad institutional and college-level goals.
  • Employ market research to develop and implement effective methods for engaging and motivating prospective and enrolled student target audiences, to define key messaging and to measure perception.
  • Adopt, in collaboration with the Division of Research and Economic Development, institutional goals and priorities for research, scholarship and creative activities as a flexible framework for the division’s strategic communications, marketing and advertising work products.
  • Employ news promotions, serial publications, social media and digital channels to communicate and enhance the visibility of the university’s research, scholarship and creative activities; high-quality education; environment of excellence; distinguished faculty; rigorous, innovative academic experiences; supportive environment and dedication to student success.
  • Increase personalization and mobile capabilities in the division’s recruitment marketing work products and services. Provide one-to-one customer service and relationship building through social media channels.
  • Collaborate with the Division of Advancement in the development and execution of integrated communications programs to support institutional fundraising for research, scholarship and creative activities.

Goal 3: Become a national leader among universities in student support, employee relations, operational effectiveness and service to constituencies

URCM Strategy

Continuously improve administrative and operational efficiencies, effectiveness, accountability and revenue enhancement at the division level. Develop and execute integrated strategic marketing, public relations and communications programs to illustrate the university’s commitment to student services and success and operational and management effectiveness.

Actions

  • Recruit, retain and develop a high-quality, diverse professional staff; offer tools for professional growth and learning; and provide opportunities to improve career paths and options within the division.
  • Support a culture of mission-centered high performance and pride through collaborative, engaged, knowledge-sharing staff members functioning in interdepartmental multidisciplinary teams dedicated to outstanding work products and service divisionwide and campuswide.
  • Employ technologies and project management systems that improve quality performance and continuous improvement through defined processes, communication and collaboration; facilitate implementation of effective plans; maximize resource allocation and funding streams; and promote sustainable solutions within the division.
  • Provide clear guidance and support universitywide to effectively and efficiently unify UNT’s visual and narrative brand identity, multiplying the impact of communications.
  • Operate in-house graphic printing, copying, distribution and mail systems, and advertising specialty services. Employ customer-focused, cost-management business practices to provide efficient, cost-effective products and revenue-generating services to the university, other higher education institutions and non-profit organizations.
  • Provide trademark and licensing management and services to regulate, promote and protect use of the university’s name, identifying marks and theme lines both internally and externally and to generate revenues. Extend the university’s licensee network to improve product placement and availability in retail and online stores.
  • Provide talented students employment and opportunities for hands-on experiences that shape or support their career paths.
  • Employ, in collaboration with the Division of Finance and Administration, news promotions, serial publications, social media and digital channels to illustrate the university’s commitment to student services and success and operational and management effectiveness. Collaborate with the Division of Finance and Administration in the development of messaging.

Goal 4: Establish UNT as a nationally recognized, engaged university and regional leader by building mutually beneficial partnerships and resources.

URCM Strategy

Develop and execute integrated strategic marketing, public relations and communications programs, both internal and external, to strengthen, promote and protect the university’s brand identity, value, programmatic excellence and accomplishments. Enhance the reputation of its academic, research, creative and athletic components. Promote UNT as “the university of and for the region” and support the advancement of relationships with external constituents.

Actions

  • Shape and support the university’s overall goals for image, public relations, community engagement and diversity through leadership of the President’s Image and Public Relations Council; participation in the President’s Community Engagement Council and President’s Diversity Council; through university committees related to these endeavors; and collaborations with the Divisions of Community Engagement, Academic Affairs, Student Affairs and Equity and Diversity.
  • Adopt, in collaboration with the Division of Community Engagement, institutional goals, priorities and strategies for engagement as a flexible framework for the division’s strategic communications, marketing and advertising work products.
  • Promote, protect and strengthen the university’s image and brand awareness locally, regionally and nationally by employing news promotions, serial publications, marketing and advertising programs, and digital communications to consistently illustrate the university’s identity as an engaged, student-focused public research university.
  • Lead collaborative processes and trainings campuswide to promote UNT’s identity and its brand expression through messaging, identity markers, communication design and execution.
  • Employ research to inform media and message decisions for promoting UNT’s brand, enhancing and preserving institutional reputation, cultivating community engagement, and engaging and motivating target audiences.
  • Employ news promotions, serial publications, marketing and advertising programs, and social media and digital communications to illustrate to our external publics the contributions of faculty, staff, students and alumni to the creation of knowledge and to the cultural, social and economic well-being of our region, state, nation and beyond.
  • Employ news promotions, serial publications, marketing and advertising programs, and social media and digital communications to promote UNT’s excellence and traditions, school spirit and pride, and to encourage participation in university celebrations and educational, cultural and athletic events by alumni, faculty, staff and students.
  • Employ, in collaboration with the Division of Advancement, news promotions, serial publications, marketing and advertising programs, and social media and digital communications to promote and support university fundraising initiatives.
  • Protect the university’s institutional image and reputation through effective issue and crisis strategies and communications.