Foundational Strategy: Integration
In early 2009 university communicators joined to create a unified
marketing and communications plan. At the outset it was determined that
the plan’s success hinged on using both traditional and new marketing
practices, healthy doses of creativity and a commitment to long term
implementation.
An integrated marketing approach was created to provide a common
voice across all university interests. Job one was clear: define the
university’s identity and get everyone speaking a common language.
This required total university engagement with a commitment to adopt and
use university messaging at market touch points.