How We Can Help

Institutional Marketing is a service unit under the University Relations Division. Our mission is to serve Grand Valley State University by providing tools to enhance the image and visibility of the university.

Why use us?

Allowing Institutional Marketing to handle a communications project for your university department is beneficial in several ways:

  • The piece will integrate with Grand Valley's overall marketing plan, which will help strengthen the university's image.
  • Our experienced and skilled staff can produce an exceptionally high-quality piece that will accomplish its intended purpose.
  • You will be free of the responsibility and stress of managing the piece's production.
  • Your organization will save the cost of hiring an outside design firm or using your internal resources to complete the project.

Integrated marketing planning

One of the responsibilities of Institutional Marketing is to provide tools to enhance the image and visibility of the university. We do this through integrated marketing, meaning everyone throughout the university works together to convey clear messages about Grand Valley that underscore its mission, vision, values, and strategic goals in everything we say, do, and send.

Institutional Marketing conducts research to determine current perceptions and preferred characteristics and then determines what messages the university should communicate based on its missions, vision, values, and strategic goals. Communications plans are developed to deliver these messages and then evaluated to be sure the intended audiences are receiving the messages.

Institutional Marketing offers consulting services for designing and implementing departmental marketing plans that derive from the institutional integrated marketing plan.

Institutional Marketing oversees and funds marketing research that benefits the entire university.

Website design and development

Institutional Marketing designs and develops the primary website for the university. We have developed a content management system (CMS) that allows departments to easily maintain their websites. Learn about Grand Valley’s Web standards here.

Institutional Marketing can also help departmental processes migrate from paper-based to Web-based. Paperless processes can be easier for the user, as well as for the department, and can be more cost-effective for the university.

We also provide templates for and assistance with email newsletters, online forms, registration, and ecommerce.

Branding and identity

Grand Valley's "brand" is our promise to our audiences based on the university's mission, vision, values, and strategic goals. Much research and discussion resulted in very defined messages about Grand Valley. Our trademarked logo is the symbol of our brand. The messages and the logo must be used consistently to strengthen our image. Find Grand Valley's messages and logo standards here.

Publications and visual materials

We manage, design, and produce a full range of publications and visual materials including:

  • Recruitment materials such as view books for high school students; brochures for academic programs, housing, and financial aid; course catalogs; and the campus tour video.
  • University materials and publications such as event programs, brochures, posters, banners, and invitations.

If you would like us to design a piece at no cost, please allow at least eight weeks. (You will be charged for printing.) All pieces should be sent to Institutional Marketing for review before they are printed. Please note that all apparel and novelty item vendors must be licensed through the Licensing Resource Group (LRG).

See www.gvsu.edu/identity for details. 

Image/awareness and recruitment advertising

The university uses advertising for the purpose of enhancing its image, creating awareness, and promoting enrollment. Our current vehicles include print, Web, and direct mail, as well as outdoor tactics and social media.

If you would like us to create an advertisement at no cost, please allow two weeks. (You will be charged for placement costs.) All advertising should be sent to Institutional Marketing for review before it is printed or posted.