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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