University Relations

Marketing

A marketing mind-set suffuses all the work of University Relations and plays a larger or smaller role from one project to another. Marketing consultation can take the form of one brainstorming session on a specific project or an on-going dialogue that guides continuing work, as in the case of student recruitment.

University Relations works with faculty and administrators to
  • help identify an audience,
  • understand what that audience needs and wants to know,
  • clarify key elements of the campus offering,
  • and develop a message that integrates information essential to both the audience and campus.
The message is then incorporated into activities and materials -- which could include:
  • events,
  • an e-mail campaign,
  • media coverage,
  • a brochure,
  • advertising,
  • a website.

Marketing activities also include promotion of the University overall. Recently, these activities have included print advertising, video production, underwriting a public television series and creation of huge banners hung on UMass Lowell buildings. 
 
Working with the Web Services group, student recruitment marketing will increasingly include a presence on social networking sites and web-based technologies such as video, slide shows, chats, podcasts and blogs.


For more information, contact Executive Director of Marketing Bryce Hoffman.