Strategic Plan
What is the University Marketing and Communications Plan?
The University Marketing and Communications three-year plan highlights opportunities to align marketing and communications efforts across the University in support of strategic aspirations and to improve practices in support of a thriving ecosystem of collaboration. It is not indicative of UMC’s full scope of work nor the perennial priorities of school and unit marketing functions.
Wake Forest University will be recognized for its increasing relevance and value to society. Our work will affirm the University’s distinctive position in the landscape of higher education and help advance its strategic goals.
Why Now?
We seek to advance a unified, strategic approach to marketing and communications at Wake Forest and build understanding among stakeholders of how these functions further Wake Forest’s mission and contribute to the goals articulated in Framing Our Future. This plan increases clarity and accountability for UMC and its many communication partners.
How We’re Doing It
With a shared vision and clear objectives, UMC will have primary responsibility for implementing this plan. In leading this effort, it will convene, advise, coordinate, and collaborate with partners in units and schools across the institution and serve as a central source of expertise, content strategy, and brand identity. The University’s marketing and communications functions and practices are evolving to meet institutional needs and aspirations; as we cultivate an ecosystem of collaboration, we will clarify not only UMC’s priorities, but also the respective roles of a centralized operation, schools, and administrative units in advancing those priorities.
Broad Strategic Aims
- Strengthen and protect Wake Forest’s brand identity, raising the University’s reputation for academic excellence and making clear its distinctive relevance and value for individuals and for humanity
- Cultivate engagement and belonging among stakeholders, inspiring their support of Wake Forest, nurturing their affinity, and building their trust and pride in the institution
- Create an ecosystem of collaboration for marketing and communications across the University built on centralized strategy, brand management, and best practices and enabled by role clarity and the coordination of shared tools, technology, and training