Communication Strategy
Thoughtful and well-based communication with your audiences promotes engagement, applications and/or event attendance. Depending on the campus unit’s goals and desired audience, UCM’s marketing account managers strategically tailor communication to not only reach the target audience but also engage with them.
With data-driven analysis, account managers guide communication, targeting current and prospective students, alumni, staff, faculty, community members or university partners. Additionally, audience scope can focus on demographic details, such as age ranges, occupation types, geographic location, etc. Reaching these audiences can include a budget-friendly organic plan or a paid campaign for an additional boost.
Strategic planning for communication assets ensures audiences have ample opportunity to connect and take action with various initiatives such as, reservations for events, applying for a program or learning about OU opportunities. UCM account managers offer media and timing guidance for marketing assets for the most traction. For instance, assets can include print and digital media, such as fliers, postcards, social media graphics, photography, etc.
Please plan accordingly when requesting materials. In general, production of print materials takes 27 business business days, digital materials take 19 business days and video assets can take multiple months, depending on scale. Additionally, plan a minimum of a few months’ promotion after material production for the most effective marketing.
A paid marketing campaign includes a range of options, including paid advertisements on a mix of social media (Facebook, Instagram, LinkedIn, YouTube), search marketing (added to the currently running OU campaign) and digital advertisement placement. Paid campaigns differ from organic plans because communication is pushed out to larger, but strategically focused audiences and managed with the guidance of OU’s media buying agency.
Following a campaign, account managers share helpful statistics that highlight unique components that were most effective with the desired audience and outcome. Pursuing a campaign sheds new light on target audiences and has proven to be especially useful to welcoming new programs or promoting large, annual events.
Consider and determine the budget before submitting a request. The minimum budget for paid media campaigns is $5,000.
Communications and Marketing
630 Pioneer Drive
Rochester, MI 48309-4482
(location map)
(248) 370-3184
fax: (248) 370-3182
Communications and Marketing
630 Pioneer Drive
Rochester, MI 48309-4482
(location map)
(248) 370-3184
fax: (248) 370-3182
