University of North Texas Division of University Relations, Communications and Marketing Strategic Plan 2012-18

Vision

The Division of University Relations, Communications and Marketing is an adaptive, nimble, 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; advances 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 engagement with the university.

URCM Strategies in Support of the University of North Texas Strategic Plan 2012-2018

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 and strategies through participation in the Enrollment Assessment Committee; leadership of the Enrollment Communication Initiatives Committee; participation in other university committees related to recruitment, retention and student success; and collaborations with the Divisions of Academic Affairs, Enrollment Management, Student Affairs and Institutional Equity and Diversity.
  • 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 integrated print, advertising and digital marketing communication tactics and measurements to support broad institutional and college-level goals.
  • Implement the university's marketing automation platform, develop communication flows, populate touchpoints with content, deploy the touchpoints and measure the outcomes.
  • Employ, with available funding, 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 integrated news promotions, serial publications, advertising, social media and digital channels to communicate the university's Tier 1 Research University 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 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 Tier 1 Research University status, research, scholarship and creative activities.

Actions

  • Shape and support the university's overall and targeted graduate enrollment goals and strategies through participation in the Enrollment Assessment Committee; leadership of the Enrollment Communication Initiatives Committee; participation in other university committees related to graduate student recruitment, retention and success; and collaborations with the Toulouse Graduate School and Divisions of Academic Affairs, Enrollment Management, Student Affairs and Institutional Equity and Diversity.
  • 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.
  • Collaborate in 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 integrated print, advertising and digital marketing communication tactics and measurements to support broad institutional and college-level goals.
  • Implement, as appropriate, the university's marketing automation platform, develop communication flows, populate touchpoints with content, deploy the touchpoints and measure the outcomes.
  • Employ, with available funding, 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 close collaboration with the Division of Research and Innovation, 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. Provide dedicated communications services to the division.
  • Employ integrated news promotions, serial publications, advertising, social media and digital channels to communicate and enhance the visibility of the university's Tier 1 Research University status, 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 and the university's private social network for prospects, admitted and enrolled students, as appropriate.
  • 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, service to communities, operational and management effectiveness and employee engagement.

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.
  • Actively engage the division's Leadership Team in division-level planning, decision making, and process improvement activities.
  • 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 division-wide and campus-wide.
  • Implement and sustain programs to promote employee engagement and job satisfaction at the division level.
  • Employ technologies and project management systems for quality performance and continuous improvement through defined processes, communication and collaboration; facilitate the creation and implementation of effective plans; maximize resource allocation and funding streams; and promote sustainable solutions within the division.
  • Provide clear guidance and support university-wide to effectively and efficiently unify UNT's visual and narrative brand identity, multiplying the impact of communications.
  • Operate, through Printing and Distribution Solutions, in-house cost recoverable graphic design, printing, copying, distribution, 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 state agencies, and non-profit organizations.
  • Operate, through Printing and Distribution Solutions, the university's on-campus delivery and outgoing mail services.
  • Provide trademark management services to regulate and protect the university's names, acronyms, identifying marks and theme lines both internally and externally.
  • Negotiate and oversee certain of the university's agreements, including high-profile sponsorship agreements.
  • Provide talented students employment and opportunities for hands-on experiences that shape and/or support their future career paths.
  • Employ integrated news promotions, serial publications, advertising, and social media and digital channels to illustrate the university's commitment to student services and success, operational and management effectiveness, and employee engagement. Collaborate with the Division of Finance and Administration in the development of messaging, as appropriate.

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 internally and externally, to strengthen, promote and protect the university's brand identity, value, programmatic excellence and accomplishments. Enhance the Tier 1 Research University 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 campus-wide Public Relations and Marketing Committee, participation on the President's Advertising Council, through other university committees related to these endeavors, and collaborations with the Divisions of Academic Affairs, Enrollment Management, Research and Innovation, Student Affairs, Institutional Equity and Diversity and the Athletics Department.
  • Promote, protect and strengthen the university's image and brand awareness locally, regionally and nationally by employing integrated news promotions, serial publications, marketing and advertising programs, and digital communications to consistently illustrate the university's identity as a Tier 1 engaged, student-focused public research university.
  • Lead collaborative processes and trainings campus-wide to promote UNT's identity and its brand expression through messaging, identity markers, communication design and execution.
  • Employ research, with available funding, to inform media and message decisions for promoting UNT's brand, enhancing and preserving institutional reputation, cultivating community engagement, engaging and motivating target audiences and measuring outcomes.
  • Employ integrated news promotions, serial publications, marketing and advertising programs, and social media and digital communications to illustrate to our external publics the Tier 1 Research University 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 integrated news promotions, serial publications, marketing and advertising programs, and social media and digital communications to promote UNT's Tier 1 Research University excellence, traditions, school spirit and pride, and to encourage participation in university celebrations and educational, cultural and athletic events by alumni, students, faculty, staff and the public.
  • Employ, in collaboration with the Division of Advancement, integrated 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 management strategies and communications.

URCM creates formal plans, timelines and budgets for each of its major projects and initiatives, which more fully inform this strategic plan. Additionally, the division shapes its activities and work products to support the annual and long-term priorities identified through planning workshops and the President's State of the University address.