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.
Progress - Winter 2024
100%
Templates are complete.
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.
Progress - Winter 2024
25%
Strategic direction and user experience defined.
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.
Progress - Winter 2024
100%
Committee established and now working into the University Communicators Network.
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.
Progress - Winter 2024
10%
Job description developed for AD role. Have not secured funds for new
position yet.
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.
Progress - Winter 2024
100%
Hired four student workers and involved them in projects such as
gvsu.edu content audit, marketing communications materials, research,
and academic programs search page improvements.
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.
Progress - Winter 2024
50%
Completed research on best practices, formed stakeholder committee,
improved the search page, and enhanced experience of programs pages.
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.
Progress - Winter 2024
50%
Initial brand guide was completed in 2023. This will be updated for the
new brand in summer 2024.
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.
Progress - Winter 2024
100%
Added the mission statement to all recruitment materials and updated the
GV overview statements to included reach higher messaging. Added the
mission statement to Slate template footers.
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.
Progress - Winter 2024
100%
Started the campaign in february 2023 thru march 2024 when we switched
to Omni. Sent purchased email blasts to surveyed prospect lists.
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.
Progress - Winter 2024
100%
Back cover advertising was placed in the GV Magazine and Commencement.
L3 verbiage was included in any marketing materials directed towards
alumni. The future of the program is currently under review and
messaging paused.
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.
Progress - Winter 2024
33%
We improved the LGBT Center. We trained diversity centers staff to
create a better user experience.
Key Performance Indicator
DSR Web Accessibility
Baseline
New site in 2024
Description
Work with DSR to improve the accessibility of their web page.
Progress - Winter 2024
100%
Updated website with new headers and organization to improve website and
accessibility.
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.
Progress - Winter 2024
100%
We have created various marketing materials and signage to help
recruitment. Developed an ad campaign for that region for prospective
students. Helped with materials for the Links sponsorship event with
admissions. Our emphasis for this region will now be focused on Omni
marketing.
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.
Progress - Winter 2024
100%
Created an ad campaign for GV Pledge running across Michigan. Added GV
Pledge to recruitment and financial aid materials.
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.
Progress - Winter 2024
25%
Canva for Campus research and proposal completed. IT is working with
University Marketing to launch this campus wide.
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.
Progress - Winter 2024
100%
BAS and LEADS dashboards were developed. Created an email report for
Slate. This is all being handled by Vision Point's dashboard going
forward.
Key Performance Indicator
SEMP Marketing Support
Baseline
Complete by 2025
Description
Support the SEMP team groups with their Marketing Recruitment and
Retention strategies.
Progress - Winter 2024
30%
University Marketing worked on the Annual Report for SEMP. Jen Allard is
now serving on the SEMP Steering Committee. Otherwise, University
Marketing has not been requested to do any other projects.
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.
Progress - Winter 2024
100%
Converted the Admissions Recruitment Postcards to Slate print. Created
postcards in Slate for visits and special events.
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.
Progress - Winter 2024
100%
Media Place Partners and University Marketing completed a review and
analysis of our advertising campaigns. It was determined that with the
brand evolution we needed to consider moving to a firm that offered
strategic direction exclusive to higher education. We did an RFP and
interviewed five firms. Vision Point is our new advertising partner.
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.
Progress - Winter 2024
100%
Created templates for Laker Club, President's Forum, and
Welcome/Retirement Events. Developed a new streamlined email process.
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.
Progress - Winter 2024
100%
University Communications and University Marketing researched digital
publications software and selected Shorthand. GV Magazine digital
version was launched in Winter 2024 and the digital viewbook will be
launched in Summer 2024.
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.
Progress - Winter 2024
100%
Created a software project team with UComm and UMark and selected
Click-up. Implementation has been completed and both teams are now using
the software.
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.
Progress - Winter 2024
50%
Staging server is up and running and content editors are currently
testing the system. Feedback is being collected and used to improve the
user experience.
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