University Of Arizona College Of Engineering Marketing, Branding And .

University of ArizonaCollege of EngineeringMarketing, Branding andCommunications PlanP E T E B R O W N , C O M M U N I C AT I O N S D I R E C T O REMAIL: PNB@EMAIL. ARIZONA .EDU TELEPHONE: 520.621.3754KARINA BARRENTINE, MARKETING MANAGEREMAIL: KARINAB@EMAIL. ARIZONA .EDU TELEPHONE: 520.621.0191v2.0 062615 DRAFTMARKETING, BRANDING and COMMUNICATIONS PLAN1COLLEGE OF ENGINEERINGUNIVERSITY OF ARIZONA

Introduction1. VisionThe College of Engineering at the Universityof Arizona has eight departments and offers 14undergraduate degree programs. The Collegespends about 30 million on research annually.The UA College of Engineering will be one ofthe top 10 U.S. public engineering institutionsand a global leader in technology innovation toimprove the quality of life. Our graduates willbe actively sought as leaders to solve complexsocietal problems, and we will be recognized asan economic engine and community partner.Graduates of the UA College of Engineering arethe entrepreneurial thinkers leading the wayfor the development and support of high-techcompanies that are creating jobs and improvingquality of life.2. MissionAs the national economy grows and diversifies,UA Engineering continues to play a pivotal role inproviding the research and engineering expertisenecessary for that growth.Our mission is to improve the quality of lifethrough excellence in education and research. Toachieve this we will serve all who have an interestin our success and be the vanguard in the creationand improvement of the nation’s essentialsystems and technologies. By emphasizing thefundamentals of math, science and engineering,we will foster life-long learning, leadership, andproductive careers.The University of Arizona College of EngineeringMarketing, Branding and Communications Planoutlines the vision, mission and values of theCollege as a whole, and its intended audiences,and sets out the goals the plan will achieve andthe strategy for reaching these goals.3. ValuesExcellence. Faculty and students will haveacademic freedom and our research andeducational programs will be of the highestquality.1. Vision2. Mission3. Values4. Situational Analysis5. Goals6. Audiences7. Strategy8. Methodology9. Metrics10. ConclusionMARKETING, BRANDING and COMMUNICATIONS PLANOpenness. We will communicate openly andtreat people fairly because we value the opinionsand respect the needs of all.Ethics. High ethical standards and sounddecision-making will be at the heart of ourpractices.Diversity. Diverse people and ideas producelasting solutions and we will make it our duty toencourage and help all to be successful.2COLLEGE OF ENGINEERINGUNIVERSITY OF ARIZONA

Cooperation. We will forge partnerships on andoff campus in our drive to solve society’s complexproblems and improve the quality of life. Increase the number of graduate studentssupported by industry4. Situational Analysis6. AudiencesIn order for the UA College of Engineeringto be recognized as an economic engineand community partner, and to have itsgraduates recognized for their leadershipskills, research and productivity, the overallvisibility of the College must be raised. The UACollege of Engineering and its departmentsmust be recognized for their many strengths,subsequently improving national rankingsand positively differentiating the UA College ofEngineering from other engineering colleges anddepartments.Key UA College of Engineering audiencesegments include an internal audience and anexternal audience.This will have a subsequent overall effect onnew student recruitment and student retention,while increasing the number of high-qualityundergraduates, key faculty members, researchstaff, and new and longtime donors of thecollege.External Audiences, Marketing5. Goals Tucson community Increase donor retention and givingInternal Audience Individual departments Faculty members Research fellows College staff Students, student clubs and organizations University leadership Local media, print and online National media, print and online Engineering community Business community Other UA colleges/units and their staff, studentsand faculty Increase visibility of the college with theoverall goal of improving national rankings andattracting high-caliber students and facultyExternal Audiences, Development UA College of Engineering alumni Increase the number of national scholars andhigh-quality undergraduates College contributors and donors Increase number of faculty nominations andawards College supporters Scholarship donors Lifetime donors Increase the number of domestic graduatestudentsExternal Audiences, Research and FacultyRecruitment Increase visibility of alumni successes andaccomplishments Peer colleges and faculty Engineering researchersMARKETING, BRANDING and COMMUNICATIONS PLAN3COLLEGE OF ENGINEERINGUNIVERSITY OF ARIZONA

Government agenciesIncreasing visibility to external audience State agenciesEncourage and execute early communicationand promotion of activities by UA College ofEngineering departments that are relevant to keyexternal audiences, such as mainstream, socialand specialist media, actively engaged educationseekers, peer engineering colleges and UAEngineering alumni. Funding organizations Industry partners who may fund or jointlypursue researchExternal Audiences, Student Recruitment Actively engaged education seekers Actively engaged parents of education seekers Children of UA alumniProduce a steady, reliable stream of qualityoutbound communications that highlight: Employers of engineers seeking continuingeducation Achievements and accomplishments of thedepartment faculty, staff and students University admissions counselors Research innovations and technologyevaluations coming from the College and itspartnerships High school counselors STEM-oriented and talented youth Achievements of alumni and supporters7. Strategy Special events and conferences hosted orsupported by the UA College of Engineering.The goals of the plan will be accomplished by:Other strategies include the collection andcategorizing of data to be used in marketingmaterials and future marketing plandevelopment, including:Increasing internal acceptanceRegularly communicate successes of the Collegedirectly to department heads, faculty, staff,industry partners and university leaders. Collecting annual reports from each departmentand extract faculty awards and grantsConduct marketing and website training on aregular basis for all interested faculty and staff. Mining ABET reports for student quality data Collecting departmental information to issue ascollege marketing materialsShare external communications with internalaudiences. Identifying and promoting projects from eachdepartmentStrategically advise departments on their specificmarketing needs. Working with industry partners to identifyprojects for joint publicityAssist departments with website developmentand creation of marketing content. Emulating successful marketing strategies fromTop 10 public engineering collegesEnsure department faculty and staff are informedof the progress of the College as each goal of theUniversity of Arizona College of EngineeringStrategic Plan is achieved.MARKETING, BRANDING and COMMUNICATIONS PLAN Aligning a formal marketing and branding planwith UA. Developing a Facebook/LinkedIn/Twitter/YouTube presence for connecting with students4COLLEGE OF ENGINEERINGUNIVERSITY OF ARIZONA

Ensuring current marketing message is beingmaintained with all social media platformsadministered by the CollegeCollege of Engineering departments, used byinternal audiences for recruitment, development,retention and more. Fast Facts are availableonline and increase visibility of individual UACollege of Engineering departments to mostexternal audiences. Coordinating elements of the marketing planwith on- and off-campus strategic partners.8. MethodologyProgress ReportsA showcase for top-level focus areas of the collegedepartments, this high-quality printed reportfrom the UA College of Engineering is directlydelivered to supporters, alumni, prospectivestudents and other external audiences.Examples of communications methodologies tobe established, reactivated or improved to helppositively differentiate UA College of Engineeringfrom peer colleges and other engineering schoolsinclude:Arizona Engineer Online email newslettersDelivery of high-quality email newsletters fromUA College of Engineering to 12,000 supporters,alumni and other external audiences with thelatest research announcements, news, collegerecognitions and more which are engaging andinteresting to external audiences.Form a “Visibility Committee” that includesmembers from the college as well as membersfrom industry and the community.Increase overall visibility of the college topeer colleges and information outlets whichprovide feedback to college national rankingorganizations.High-quality promotional videosProduce promotional videos of the best of UACollege of Engineering for use by multipledepartments to reach external audience withhigh quality, branded message. External UAEngineering audiences reached by this newmultimedia effort include those of recruitment,development, research, faculty and studentrecruitment, marketing and more.Work with industry partners to identify projectsfor joint publicity.Establish annual visibility metrics.Examples of outbound messaging and marketingmaterials include:Arizona Engineer, website and emailThe latest UA College of Engineering newspublished for students, faculty, alumni,supporters and other highly interested parties.Arizona Engineer is the direct source of Collegeupdates, events, announcements, awards,achievements and more. Frequently updated,published as a color glossy twice a year, anddelivered monthly via email.High-quality print promotionsHigh-quality print promotions coordinated by UAEngineering communications and maintainingthe UA Engineering brand for use by departmentsfor their outreach efforts.Align a formal marketing and branding planwith the universityPartner with the University of Arizona and othercolleges within the university community toincrease visibility of the College of Engineering.UA Engineering Fast FactsFast Facts are information sheets describing thehistory and accomplishments of individual UAMARKETING, BRANDING and COMMUNICATIONS PLAN5COLLEGE OF ENGINEERINGUNIVERSITY OF ARIZONA