Our communications and engagement model features a facilitated approach to our campuswide strategy, deliverables and metrics to help establish a repeatable, reliable rhythm for campus-level, area-specific and unit-driven messaging and communications.

 

Strategic Messaging Alliance: A Team of Teams

Shared purpose and knowledge. With the creation of the Strategic Messaging Alliance (SMA) working group, we are developing a more integrated marketing and communications approach that will drive a long-term, integrated, campuswide content strategy and communications plan supported by comprehensive tools, trainings and support.

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Reputation

Enhance positive recognition of CU Boulder via a more integrated campaign/distribution model for national and statewide marketing and communications—with stories emanating from our campus units—that demonstrates CU Boulder leadership, innovation and positive impact.

Recruitment

Develop a model for more integrated campuswide marketing and communications around undergrad and graduate student (and faculty/staff) recruitment at the campus and unit levels.

Retention & Engagement

Explore opportunities for greater content coordination across units, leveraging of subject matter experts and use of shared practices in support of student, faculty and staff retention/engagement goals.

Advancement

In close partnership with CU Boulder Advancement Marketing Communications, support campus advancement and alumni relations priorities through an increasingly integrated communications model.

Integrated Content Strategy

Our content strategy centers around the ongoing themes of our campus strategic imperatives (Lead. Innovate. Impact.) through the inspiring stories of our dynamic people, innovative programs and positive outcomes.

Strategic Messages

Our strategic messaging platform, which emanates from the broad themes of our campus strategic plan vision, values and imperatives.

Content Themes

Recurring monthly themes and areas of emphasis based on key audience needs and university initiatives that support the campus experience.

Brand Attributes

The personality behind our content—our consistent tone, attitude, character and values.

Multichannel Distribution

Integrated content distribution that supports CU Boulder's communication goals through a coordinated approach to paid, earned, owned media and digital engagement (social media).

Roles and Responsibilities (working definition)

The following working roles and responsibilities are based on the continuum of audience engagement and the outcomes for which our campus-wide communications teams are primarily responsible. They were developed based on an analysis of the collective input gathered through a series of facilitated SMA and campus communicator tabletop exercises during the spring and summer of 2018.

Note: These are high-level areas of focus and there is interplay between the teams.

Interested in learning more? Our SRC team is happy to schedule a working session with you and your colleagues to discuss.

  1. Campus: Strategic Relations and Communications

    Primary audience roles: Brand awareness and lead generation (passing to Unit and Area partners for audience cultivation)

    • Brand, content strategy, strategic communications plan
    • Central earned, owned, paid, and digital engagement distribution
    • Integrated communications and engagement model
    • All crisis/emergency communication support
    • Strategic government and community relations
    • Common communicator support, tools, trainings, etc.

  2. Unit—Major Affiliate Units (Colleges, Schools, Institutes, Athletics, etc.)

    Primary audience roles: Cultivation of leads and engagement of affiliates in their specific CU Boulder experience (passing to Area partners for conversions)

    • Authenticity in unit-based content (aligned with content strategy)
    • Story mining for ongoing communication needs
    • Curating content for department audiences
    • Distribution of department content
    • Outreach to specific/niche constituents
    • Serving as "sandboxes" for new techniques

  3. Area—Subject Matter Specialists (Admissions, Enrollment Services, Bursar’s Office, Human Resources, RIO, Advancement, etc.)

    In coordination with Unit partners, direct cultivation of leads into transactions (applications, events, ticket sales, donations, etc.)

    • Specific subject matter expertise and content
    • Specific transactions/conversions
    • Marketing of engagement opportunities (e.g., alumni events)
    • Lead cultivation/consideration (e.g., admissions, HR, etc.)
    • Niche engagement at campus level (e.g., RIO, athletics)
    • Services and support content (e.g., how to's, referrals)