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:
- an e-mail campaign,
- media coverage,
- a brochure,
- 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.