2020-21 Strategic Plan
ELEVATE & ENGAGE
Elevate the Tulane University brand and reputation to increase visibility, awareness, engagement and affinity
- Create and maintain a strong and resonant brand presence
- Protect reputation and institutional integrity by creating and maintaining a first-class crisis and issues management program to proactively anticipate and plan for issues
- Raise national and global media engagement to elevate academic and research profile through the development of a proactive media program building on current efforts to achieve measurable increases in coverage by media that matter
- Raise leadership profile: Brand major leadership initiatives and grow executive communications presence
- Employ qualitative and quantitative measurement and evaluation techniques to benchmark and track progress
ALIGN & COLLABORATE
Foster cross-campus alignment and collaboration to increase impact, drive quality, and leverage effort and resources
- Establish University Marketing & Communications as a thought leader and first-stop resource for strategic communications on campus
- Develop a cross-campus “team of teams” to define roles and goals; align strategy and messaging; and to elevate content creation and marketing
- Develop and implement an integrated, targeted content marketing strategy to build awareness and engagement among Tulane’s key audiences
- Enhance internal communications and elevate internal culture and morale
SUPPORT & ENHANCE
Improve institutional marketing and communications infrastructure to enhance quality, efficiency, effectiveness and alignment
- Refresh and redesign main website and university web platform to improve design, content, user experience and enhance flexibility and options for customization
- Establish university-wide email marketing solution to enhance quality, more effectively manage lists, provide central resources and support, and reduce overall expense
PLAN & PROMOTE
Leverage and support institution-level brand-elevating initiatives and events
- Enhance event planning, coordination and promotion across campus
- Effectively leverage and develop strategic messaging and promotion for major university events