The Marketing Round Table is a quarterly gathering of marketing and communications professionals from across the university to share best practices and discuss the latest trends in branding, social media marketing, and advertising. To learn more or to request an upcoming list events, please contact Julie Zito.
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UCM's 35 professionals deliver experience, creativity, and a passion for great work. We are proficient in best practices for marketing and communication in higher education.
UCM's design team upholds the university's institutional and visual identity by ensuring consistent usage of official logos, wordmarks, fonts, colors, and other assets. We provide creative talent for flagship publications such as American magazine and the Annual Report; commencement and other high-visibility event materials; marketing collateral; advertising and branding campaigns; video; and online communications.
We apply our design expertise to support AU's strategic objectives and ensure each project aligns with the look and feel of the AU brand. Whether developing external content or sharing information with our community, we collaborate with clients to create visual designs that are compelling and effective. We also manage production deadlines and budgets, advise clients on printing specifications, and liaison with vendors to ensure clients obtain exceptional quality and service. Our commitment to protect the university's brand ensures that AU remains distinctly recognizable among our higher education peers.
For design projects, contact Kevin Grasty.
UCM's digital communications team showcases the AU brand and raises our institutional profile through well-crafted news stories on the university's home page. We create compelling, timely content that illustrates AU's strength as a global, civic-minded, and accomplished community of scholars and researchers. Our audience includes AU's campus community; alumni, donors, and partners; news media; business and opinion leaders; and higher education peers.
UCM serves as the primary campus expert for digital communications and navigational experiences. We lead AU's digital strategy for external and internal audiences, including user experience, design, architecture, and accessibility of web and mobile sites. The digital communications team also manages the university's social media platforms and provides the voice of AU on official Facebook, Twitter, and Instagram accounts and the AU YouTube channel.
We focus on stories that address the university's strategic priorities; provide timely information; and introduce external audiences to AU in a positive, meaningful context. Although our online storytelling covers a broad range of topics, we emphasize faculty research, innovative academic programs, and compelling student profiles.
For digital projects, contact digital comms.
University Marketing and Branding applies strategic expertise and institutional knowledge to develop branding and advertising campaigns. We identify target audiences, create messaging, deliver content through the most effective channels, and measure ROI through metrics and analysis. We are fluent in best practices for print, digital, and video communications.
Our advertising campaigns support both broad objectives, such as enhancing AU's brand awareness, and specific goals for departments and schools, such as increasing enrollment for new graduate programs. We develop paid media campaigns that promote AU to the Washington, DC, community-for example, our successful, exclusive partnership with the Washington Nationals-and custom initiatives that target regional or national audiences.
University Marketing provides valuable insight that helps clients refine their goals. Our creative briefs reflect our analysis of strategic objectives and guide campaign and creative elements. Finally, we advise clients on the most effective vehicle to maximize their investment and deliver the right message to the right market.
For marketing, contact an account director:
Media and Public Relations advises campus offices, departments, and schools on media relations, public relations, and communication strategies. We secure top-tier news coverage for the university, with emphasis on faculty research and scholarship, academic strengths, and university initiatives.
We focus on strategically placing AU experts and research in targeted media outlets-identifying and facilitating opportunities to enhance our institutional reputation, influence public discourse, and increase visibility among peers and stakeholders. We write media advisories, pitch stories to reporters, arrange media interviews, and plan and manage news conferences. We also identify timely news hooks that take advantage of breaking news to showcase AU's expertise and achievements.
Media and Public Relations upholds the university's brand reputation by monitoring AU's print and online press coverage and managing crisis communication strategies.
For media and public relations, contact a member of our team:
The UCM photographer tells the university's story through imagery-showcasing the best of AU through print and digital media. Photos increase AU's visibility and build community among students, alumni, donors, and higher education peers. UCM ensures that all images of our university highlight the value of AU and reflect exceptional quality.
UCM provides illustrative photography for advertising, marketing, websites, and print materials such as American magazine and the Annual Report. The UCM photographer takes photos of commencement and other university events, as well as professional head shots of faculty and staff. We also provide recommendations on artistic, technical, and legal considerations. Finally, we review requests to reuse filed images.
Although UCM is unable to accommodate all the photography requests we receive, we can recommend freelance photographers with whom we have relationships.
University Video applies the art and science of motion pictures to engaging videos that promote AU and support strategic priorities. We produce a variety of branded content; marketing and public relations projects; digital advertisements; public service announcements; documentaries; and news features. We work in live-action video, animation, and motion graphics for distribution on television, the web, and social media and at live events.
We specialize in translating complex ideas into meaningful visual stories. Our services include script writing; cinematography, directing, sound recording, and editing; animation; and project management. We work with clients to identify the desired audience, refine messaging, and craft a creative strategy for a specific delivery channel. We also advise on preproduction and production requirements that affect time, cost, and execution.
For video projects, contact Matt Fredericks.
UCM's writing, editing, and content strategy experts create compelling content that tells the AU story through print publications, advertising and branding initiatives, and online channels. Our flagship publications are the Annual Report and American magazine, together with a broad range of materials that support marketing objectives.
Our team collaborates with clients, stakeholders, and UCM colleagues to showcase AU's expertise and achievements. We work closely with clients to help them refine objectives, identify target audiences, position publications effectively, and craft compelling language.
Our work is prioritized by the university's strategic objectives, and we take on additional publishing projects as time allows. If we cannot take on a project, we can refer clients to a select group of freelance writers and designers to ensure that their work is consistent with the AU brand.
We provide public relations and crisis communication services to advise campus offices, departments, and schools on internal and external strategic communications. In the event of an emergency or crisis, we develop the university's response, coordinate communication, and promptly share information with the community. For external audiences, we write media advisories, pitch stories to reporters, arrange media interviews, and plan and manage news conferences and other events. We also identify timely news hooks that take advantage of breaking news to showcase AU's expertise and achievements.
Internally, we craft and deliver the University's strategic messages and provide all staff, faculty and students with regular, meaningful and consistent information about activity across the University.
Our expertise includes media relations, writing, and editing; story placement; content development; media training; crisis communications; and internal communications. We collaborate with colleagues throughout the university to craft messaging strategy and delivery tactics for diverse stakeholders, including our campus and local communities, prospective students, parents, alumni, business partners, media, and higher education peers.
For media and public relations, contact a member of our team:
The Content Publishers Committee shapes the development of AU’s website, following the strategic vision of the Web Steering Committee and provides member content publishers with support. To learn more about CPC, contact the Digital Communications team.
The Social Media Group comprises staff who manage a social media account on behalf of the university. The group meets quarterly to discuss strategy and share knowledge. If you would like to join the group, contact Rebecca Vander Linde.