University Marketing
seeks to improve DePaul’s market position and prominence, which in turn helps
achieve the university’s enrollment and tuition revenue objectives, through a
wide variety of marketing and communication activities. An understanding of DePaul’s
brand identity is the strategic basis for all efforts and has established
DePaul as a national leader in higher education branding and marketing.
Strategic Marketing and Branding encompasses two primary areas:
- Brand
Strategy develops, implements and monitors the university’s brand
strategy. Staff educate internal audiences on the importance of ensuring that
the DePaul brand is consistently integrated across marketing and communication
efforts.
- Strategic
Initiatives researches, develops and helps implement new programs and new
partnerships, such as the Alliance for Health Sciences.
University Marketing ensures that the DePaul
brand is consistently incorporated across university communication through
these areas:
- Advertising and Digital Marketing creates,
implements and evaluates university advertising, including university-wide and
college initiatives.
- Marketing Communications and Creative Services creates,
produces and evaluates recruitment and other university materials (print and
electronic) for undergraduate, adult/transfer, international, graduate and
external audiences. The two areas also establish standards for and
monitor usage of DePaul’s logo, wordmark and other key elements of DePaul’s
identity across print and digital spaces.
- Social
Media educates the university community in best practices and in the
consistent use of DePaul’s brand and voice in social media. It leads the Social
Media Working Group, maintains DePaul’s social media guidelines, and partners
with Workplace Learning to teach a social media workshop.
- Digital Experience and Analysis (DXA) creates and maintains the top levels of depaul.edu
including static HTML pages, online applications and database-driven content.
It collaborates with colleges and other administrative units to develop and
redesign websites, focusing on navigation and content management, graphic
standards and branding.