Skip to main content

Strategic Plan for University Marketing

Mission

University Marketing enhances the image and visibility of the university through strategic brand management and execution. 

Vision

University Marketing will provide the university's constituencies with a truthful image of Grand Valley's commitment to empowering learners in their pursuits, professions, and purpose through research-based integrated marketing that enhances the university's image and reputation. 

Values Statement

University Marketing adheres to the core values outlined in the university strategic plan in making decisions and setting goals: Innovation, Integrity, International Perspectives, Inquiry, and Inclusive and Equitable Community.  

Planning Process

1. University Marketing reviewed University Strategic Plan, SEMP, and Transformation Strategy. 

2. University Marketing team held a brainstorming session working in teams to develop ideas to support the three plans above.

2. University Marketing leadership team reviewed the goals suggested in item 2 and revised/added/deleted and agreed upon a final set of goals.

3. Using the template provided the leadership team revised the mission/vision/values for University Marketing and added the goals.

3. University Marketing leadership team presented to the rest of the marketing team for final approval and assigned goals to team members.

4. University Marketing leadership sent goals to VP of University Relations and received approval. 

5. University Marketing shared final goals with University Communications as some goals will be in collaboration with their team.

6. A goal progress document was created in OneDrive for team members to add their progress updates for each goal.  

Collaboration

The majority of goals for University Marketing will impact all areas of the university. More specifically the departments and areas we collaborate with for these goals would include Enrollment Development (Admissions and Recruitment), Information Technology, University Communications, Diversity Centers, Alumni Office, and the President's Office. 

Building Capacity

University Marketing will need funding for additional staff members and software for Content Strategy and Marketing Analytics. 

Commitments

Empowered Educational Experience

Key Performance Indicator

CMS Page Templates

Baseline

3 New Templates

Description

Create new CMS page templates to make it easier for clients to use and create more effective pages on their own.


Key Performance Indicator

New GVSU Homepage

Baseline

Summer 24

Description

Complete a redesign of the GVSU homepage that focuses more on recruitment of prospective students to help them find what they need in a quick and timely manner and give them a good first impression and positive web-based experience.


Key Performance Indicator

Story Curation Committee

Baseline

Monthly Meetings Sharing Stories

Description

Develop a story curation committee to make the process of finding, capturing, and repurposing GV stories easier for the GV community to use and share.


Key Performance Indicator

Content Strategy

Baseline

Hire AD of Strategy, reorganize team, process planning

Description

Secure resources and team to develop a university-wide content strategy.


Key Performance Indicator

Experiential Learning for Student Workers

Baseline

Hire 4 new student workers

Description

Create high-impact experiences for student workers in University Marketing by involving them in project planning, execution, and implementation.


Key Performance Indicator

Redesign Academic Programs Website

Baseline

New Pages Summer 2024

Description

Review the Academic Programs web pages and identify ways to update for better usability and accessibility to information. Implementation of Lightcast Widget for better, more up-to-date information on each applicable Academic Programs web page.


Key Performance Indicator

Brand Guide

Baseline

Complete by Fall 2024

Description

Create a comprehensive Brand Guide that presents clear and understandable information about the university’s visual and written brand standards. The guide will consist of a website and a stand-alone document. There will be an outreach component to help educate the university community on the correct and consistent application of the standards.


Lifetime of Learning (25+ Enrollment)

Key Performance Indicator

Reach Higher Marketing Messages

Baseline

Messaging into all Adm pieces by 2023

Description

Integrate Reach Higher messaging into all print/digital tactics to further expand awareness and understanding of the strategic plan.


Key Performance Indicator

Expand Adult Student Market Area

Baseline

Impressions, RFI, Application Starts/Completes

Description

Expand the Adult student marketing in the Detroit area for the new BAS programs.


Key Performance Indicator

L3 Promotion

Baseline

L3 promotion in Grad Viewbook/GV Magazine/Websites/Emails

Description

Increase the promotion of L3 to alumni including new programs and opportunities for them to continue lifetime learning.


Culture of Educational Equity (CEE)

Key Performance Indicator

Diversity Centers Website

Baseline

Launch in 2024

Description

Work with the Diversity Centers to present their capabilities in a more effective way so students can easily find and understand the resources available to them.


Key Performance Indicator

DSR Web Accessibility

Baseline

New site in 2024

Description

Work with DSR to improve the accessibility of their web page.


Key Performance Indicator

Battle Creek Regional Outreach Center Marketing Support

Baseline

Provide BC with marketing strategy and support

Description

Work with the Battle Creek Regional Outreach Center to support and enhance marketing efforts for recruitment of diverse populations from Battle Creek/Southwest Michigan for all student groups including the Battle Creek Scholars.


Key Performance Indicator

GV Pledge Marketing

Baseline

Market GV Pledge to targeted prospects

Description

Develop a university wide marketing and communication plan for GV Pledge to help recruit low-income students to GV.


Additional Commitments

Key Performance Indicator

Self-Service Marketing Tools

Baseline

Canva Teams purchase/execution and template creation 2025

Description

Update the self-service digital and print tool offerings to allow GV departments to create and order their own marketing materials to improve their ability to recruit students to their individual programs.


Key Performance Indicator

Advertising Campaign Dashboard

Baseline

Complete Fall 2024

Description

Integrate Slate, Google Analytics, Semrush, and agency reporting to provide a more comprehensive view of our advertising analytics in real time.


Key Performance Indicator

SEMP Marketing Support

Baseline

Complete by 2025

Description

Support the SEMP team groups with their Marketing Recruitment and Retention strategies.


Key Performance Indicator

Slate Print on Demand

Baseline

Launch 2023

Description

Working with Admissions, develop Slate templates for print-on-demand postcards to be used to help recruit prospective students from subpopulations in the SEMP. This will allow admissions to send out postcards quickly saving time, money, and giving Admissions the ability to target prospects more effectively with personalized messages.


Key Performance Indicator

Advertising Evaluation

Baseline

Complete by Fall 2024

Description

Perform audit and evaluation of all advertising spending and messaging and make recommendations for any necessary revisions.


Key Performance Indicator

President's Email Templates

Baseline

Complete 2024

Description

Review all past emails developed for the President’s Office and create new email templates based on high usage categories including new hire welcome events, retirements, annual events, etc.


Key Performance Indicator

Digital Publications

Baseline

Complete by Fall 2024

Description

To save money and allow for a more interactive experience for prospective students, we will explore internal and external options to create digital admissions viewbooks and other university materials.


Key Performance Indicator

Unified Project Management System

Baseline

Complete by May 2024

Description

Select and implement a new Project Management System to be used for University Marketing and University Communications to improve collaboration, unify the project request process, and support better resource allocation and reporting.


Key Performance Indicator

PHP Conversion

Baseline

Infrastructure in place for site migration by 2025

Description

Build new version of content management system on open source platform. Migrate sites and applications on current CMS4 to CMS5.


Back to list