Marketing and Content Strategy

Marketing & Content Strategy leads ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ integrated marketing and brand stewardship for institutional priorities. The team shapes, coordinates and executes campaigns that build long‑term reputation, strengthen trust with key audiences and support action aligned to the university’s mission.

This work ensures ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ brand and messaging are clear, consistent and intentional—especially when the university is represented beyond a single unit, moment or channel.

Our Role

Marketing & Content Strategy serves as the university’s central marketing strategist, campaign orchestrator and institutional brand leader for campaigns where ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ is represented at scale. We translate institutional priorities and brand strategy into integrated marketing approaches that align audience, message and channel. 

Our focus is sustained reputational value, not transactional promotion.

How We Operate Within SRC

Marketing & Content Strategy is embedded within SRC’s integrated marketing and communications model and works in close coordination with Strategic Communications, Strategic Events and Constituent Experience and Technology. Together, we ensure ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ brand and messaging are aligned and effective across paid, earned and owned efforts. 

This integrated approach reduces fragmentation and strengthens institutional impact.

Representative Areas of Impact

This team’s work can be recognized through efforts such as:

  • University‑level brand and reputation campaigns
  • Research and innovation visibility initiatives
  • Sustainability and societal impact communications
  • Coordinated brand and messaging strategy for major milestones, including anniversaries and commencement

While specific executions evolve, the throughline remains consistent: integrated strategy and brand stewardship in service of long‑term institutional value.

What We Do

Lead integrated marketing strategy for institutional priorities

We design and guide integrated marketing campaigns that advance ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ reputation and support high‑priority initiatives. Our work is audience‑first, coordinated across channels and grounded in long‑term impact rather than isolated promotion.

This includes:

  • Defining campaign goals, audiences and measures of success 
  • Establishing messaging frameworks that remain consistent across channels
  • Sequencing campaigns and content to support awareness, consideration and action
  • Aligning efforts across owned, paid, earned and shared media

In an integrated marketing communications context, brand management ensures ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ positioning, voice and priorities are expressed consistently across campaigns and channels in service of long‑term reputation.

We are responsible for activating ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ brand through campaigns, content and messaging at scale. 

This includes:

  • Setting brand strategy and institutional positioning
  • Translating brand strategy into clear messaging frameworks and campaign narratives
  • Ensuring consistent brand expression across university‑level marketing efforts
  • Guiding how ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ voice, priorities and identity are represented externally
  • Protecting brand coherence across audiences, channels and major initiatives
  • Aligning brand stewardship with campaign strategy and institutional priorities

We create and oversee content that is intentional, reusable and designed to work across channels and stages of the audience journey.

This includes:

  • Campaign narratives and message architecture
  • Flagship content and modular assets designed for multi‑channel use
  • Content strategies that connect brand, reputation and action
  • Guidance to ensure content aligns with ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ brand and verbal identity

We plan, execute and optimize integrated marketing campaigns across digital platforms to ensure reach, coherence and performance.

This includes:

  • Digital and paid media strategy and execution
  • Campaign‑aligned website and landing‑page content
  • Email and social content that supports integrated journeys
  • Measurement and optimization informed by performance data and insights

We collaborate with campus partners when work requires integration, scale and strategic coordination—particularly when ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ is being represented at an institutional level.

Historically, this includes partnership with:

  • Enrollment and student success leaders
  • Research and innovation stakeholders
  • Advancement and alumni engagement
  • Major campus initiatives and milestone moments

Early engagement enables clearer strategy, stronger coordination and more effective use of shared resources.

When to Engage

Marketing & Content Strategy should be engaged when:

  • ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ is being represented beyond a single unit or moment
  • The goal is reputational awareness or institutional visibility
  • Brand, reputation or trust is a primary objective
  • The work spans audiences, channels or units
  • Early strategy and integration will improve outcomes

Early engagement enables stronger alignment, clearer brand expression and more effective integrated marketing outcomes.

What Is Out of Scope

To maintain strategic focus and IMC integrity, Marketing & Content Strategy does not typically support:

  • One‑off or single‑channel requests without a broader campaign context
  • Unit‑specific promotions that do not align to institutional or reputational goals
  • Routine or operational communications
  • Creative production absent strategy, audience definition or integration
  • Ad hoc requests that limit the ability to plan, coordinate or measure impact

If you’re unsure whether your request is campaign‑appropriate or reputational in scope, reach out early. We’re happy to help assess fit and recommend the best path forward.