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?
Collaborating with Institutional Marketing on communications projects is beneficial in several ways:
- The project will integrate with Grand Valley's overall marketing plan, which will help strengthen both the university's image, as well as your own.
- 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 application development
The Web team in Institutional Marketing designs and develops the primary website for the university, as well as the content management system (CMS) that allows departments to easily maintain their websites for accessible user interaction on desktop and mobile devices. Learn about Grand Valley’s Web standards here.
Institutional Marketing also helps departments simplify complicated workflows by developing custom web applications. Examples include admissions applications, e-Benefits, seminar registration, and the online curriculum development system (Sail).
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
As of May 2020, in order to reduce printing costs and save paper, Grand Valley issued a directive to move all printed communications to digital formats. All exceptions must be approved by the Vice President of a requestor's division.
The university offers a number of cost-effective and simple alternatives to traditional printed marketing materials. These options provide more opportunity to change and update messaging and save printing time and costs.
All of these options are economical, they meet Grand Valley’s accessibility benchmarks, they are more timely than print, and there is no waste. Most include analytics tools to measure effectiveness. These digital options are already accepted as best practices at universities across the state and around the country.
A limited number of pieces will be allowed to be printed, but only after the approval of a vice president or dean. Please contact IM to discuss if you have need for a printed piece.
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.