Integrated Marketing Plan
To increase the visibility and enhance the image and reputation of the University of West Georgia, the Office of University Communications and Marketing collaborates with numerous areas across campus to implement an integrated marketing plan.
Recruiting, visibility and fundraising efforts focus on identified key audiences, with a special emphasis on the metro-Atlanta area where there is a significant crossroads of UWG alumni and donors, prospective students and legislative activity.
As the name implies, an integrated approach to marketing the university involves the entire campus community and those alumni and friends of UWG who maintain an interest in the health, vitality and growth of this institution. The plan is adaptive, changing to sustain forward motion as goals and objectives are revised and met.
Following consulting with the firm of SimpsonScarborough - Intelligent Marketing, a UWG Senior Marketing Team and a Campus Marketing and Communications Team oversee the strategic direction of the marketing initiatives.
Goal:
To increase the visibility and enhance the image and reputation of the University of West Georgia key audiences listed below, with a special emphasis on the Atlanta-metro area.
Key Audiences (listed in order of priority):
Prospective students and parents, with special emphasis on the Atlanta metro area due to the rapid and continual population expansion
- Atlanta-area business and opinion leaders (including elected officials)
- Alumni and donors
- Regional higher education leaders
Research:
Communications analysis (interviews with leaders throughout the University)
- Prospective students (online survey)
- Current students (online survey)
- Alumni (online survey)
- Business and Opinion Leaders (executive interviews)
Key Messages:
Message 1
Inspiring success
We’re committed to helping you achieve your aspirations — because we measure our success by your success.
Message 2
Building relationships
We’re passionate about your personal educational experience — both in and out of the classroom.
Message 3
Creating opportunities
We offer distinctive opportunities for individual growth that enrich your journey to graduation.
Message 4
Helping Georgia
Every day in every way, we’re dedicated to improving the quality of life in Georgia — and beyond.