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.
Marketing activities also include promotion of the university overall. Recently, these activities have included print advertising, video production, underwriting advertising on public radio 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.