Integrated Marketing Council boosts Fresno State’s image

The President’s Cabinet has approved the formation of the Fresno State Integrated Marketing Council.  The council’s mission is to work with offices across the university to coordinate marketing and promotional efforts and bring focus to how the university is presented to important audiences such as donors and athletic fans.

“Fresno State ambitiously works to promote itself, but often those efforts aren’t coordinated and sometimes even work at odds with each other,” said Mark Aydelotte, associate vice president for university communications. “The council will help the university establish a strong image in Central California.  That is especially important as the university begins major fund raising efforts across the country.”

The Integrated Marketing Council develops projects that enhance and maintain a strong and consistent institutional image across all of the interests of the campus – academics, athletics, development, and institutes and centers.

Last year representatives from across the interests of the campus met to review research about student and community perception of the university.  They discussed how the university can react to competitive forces in our area and the formulated an overall marketing plan for Fresno State.  That plan was completed last May and forms the framework for the operation of the new Integrated Marketing Council. The council includes representatives from the faculty, administration, staff and students.

The overall goals for the marketing council will be to set a clear vision for Fresno State’s image and reputation among the key constituencies of the university. The council will develop a dramatic and memorable visual identity, or themes, for the campus. An early “win” for integrated marketing for this year will be prominent placement of university themes at athletic and community events, on new campus banners, in existing publications and in media presentations.

The council will seek to highlight the unique characteristics of the campus to better differentiate Fresno State.  “A strong image means you are known for something, not everything,” Aydelotte said.  “The comprehensive campaign has held focus groups with many key university audiences which have enabled us to well define and then present the hallmarks of the university.”

Beyond a more focused presentation of the university to the community greater coordination of campus marketing efforts will reduce costs through efficiencies of publication, advertising and promotion.   The combined impact of campus messaging will better express key university goals and aspirations. Improved marketing of the campus will be key to the success of the comprehensive campaign to generate high levels of donor support for the campus.

The council will oversee and direct the marketing of academic programs, entertainment and cultural activities, the comprehensive campaign, athletics, overall university strategic communications, digital communications and instruction, and develop strategies to address the university’s changing competitive and political environment.