Executive Marketing Council

Charge

Wake Forest University President Susan R. Wente charges the Executive Marketing Council (XMC) to advise the Vice President of Communications and Chief Communications Officer (CCO) in the coordination of University-wide marketing and communications strategy, and to collaborate in the execution of that strategy. 

On an annual basis, the XMC will review University-wide marketing and communication priorities and propose activities to advance those priorities. The Vice President of Communications and Chief Communications Officer (CCO) will present the XMC’s proposal in the form of a comprehensive and integrated marketing and communication plan to the Wake Forest University Cabinet. 

Additionally, the XMC will contribute to:

• Clarifying the roles and responsibilities of schools and administrative units in support of the University-wide marketing and communication plan.
• A formal content strategy that articulates themes aligned with the Strategic Framework and enhances storytelling to support these themes.
• The evolution of Wake Forest’s brand message and implementation of a brand platform to emphasize Wake Forest’s distinctive strengths.
• Active dissemination and use of Wake Forest’s identity standards and brand toolkit across the University.
• A marketing and communications strategy that more fully incorporates the School of Medicine and Wake Forest’s partnership with Advocate Health, and that encompasses Wake Forest’s presence in Charlotte in a meaningful and cohesive way.
• An internal communications plan that empowers the University community to deliver strategic messages.
• A plan to influence the perception of Wake Forest among higher education industry thought leaders.
• Communities of expertise across campus to elevate best practices, and create or enhance professional development opportunities and resources.
• A preferred vendor referral system to attain economies of scale and alignment with University brand standards.
• Recommendations about institutional investments in shared tools and systems that enhance collaboration across campus.

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Membership & Structure

• Each member of the Cabinet will appoint a representative to the XMC for a term of two years. After two years, the CCO will request that each Cabinet member reaffirm their representative or appoint a new representative to the XMC.
• Additional members will include the assistant vice presidents for creative communication, strategic communication, and account management and planning, and the director of communications of the Program for Leadership & Character
• The CCO will chair the XMC.
• The CCO will accept nominations and invite two members of the XMC to serve as co-vice-chairs for a two-year term.
• The co-vice-chairs will help set the agenda for XMC meetings and coordinate the work of the XMC between meetings.
• The chair and vice-chairs may form sub-committees of the XMC to advance specific activities. Subject matter and discipline experts may be added to subcommittees as advantageous.
• The XMC will meet at least 10 times per year. Members are encouraged to send an alternate from their respective teams if they are unable to participate in scheduled meetings.