University Marketing

and Communications

STRATEGIC PLAN
July 1, 2013
MISSION

South Dakota State University provides a rich academic experience in an

environment of inclusion and access through inspired, student-centered
education; creative activities; and research, innovation and engagement that
improve the quality of life in South Dakota, the region, the nation and the world.

VISION

As a leading land-grant university, South Dakota State University will champion

the public good through engaged learning, bold and innovative research and
creative activities, and stewardship within a global society.

CORE VALUES

South Dakota State University is committed to:

• Excellence in learning, discovery and engagement;

• Passion for the institutional mission;
• Improved quality of life for the people and communities of South Dakota,
the nation and the world;
• Appreciation for academic, scientific and humanitarian achievements;
• Curiosity and innovation;
• Acceptance and embracement of diverse cultures and perspectives;
• Civility, integrity and trustworthiness;
• Transparency in decision-making and information sharing;
• Fiscal and programmatic accountability; and
• Economic and environmental sustainability.

UNIVERSITY MARKING AND COMMUNICATIONS

MISSION STATEMENT

University Marketing and Communications is the primary communications and

marketing organization for South Dakota State University. Marketing and
Communications enhances and protects SDSU’s institutional reputation,
advances and strengthens the university’s brand, encourages community
engagement, and reinforces the university’s relevance in the lives of key target
audiences, including current and prospective students, alumni, donors, friends,
and faculty and staff.

University Marketing and Communications Strategic Plan • 2

U N I V E R S I T Y S T R A T E G I C G O A L 1 : Promote academic excellence
through quality programs, engaged learners and an innovative teaching and
learning environment.

University Marketing and Communications Strategic Goal 1:

Develop and execute integrated marketing and communications programs that
help achieve the university’s overall target enrollment for a diverse, high-quality
student body and student success.

• Utilize institutional goals and priorities for enrollment and academic

programs as a framework for communications and marketing work
products.
• Employ news promotions, publications, and web and other electronic
communications to enhance the visibility of academic and student-
focused programs and the university’s commitment to an innovative
teaching and learning environment.
• Create and support a positive campus experience that encourages
student recruitment, enrollment and retention.
• Develop effective research tools for engaging and motivating target
audiences and to define key messages.
• Collaborate in the development, creation and application of integrated
communications strategies to support student recruitment marketing and
advertising products.

U N I V E R S I T Y S T R A T E G I C G O A L 2 : Generate new knowledge,

encourage innovations and promote artistic and creative works that contribute
to the public good and result in social, cultural ore economic development for
South Dakota, the region, the nation and the world.

University Marketing and Communications Strategic Goal 2:

Develop and execute integrated marketing and communications program that
promote, enhance and broaden awareness of the quality, scope and impact of
research, scholarship and creative activity.

• Utilize institutional goals and priorities for research, scholarship and

creative activities as a framework for communications and marketing work
products.
• Employ news promotions, publications, and web and other electronic
communications to enhance the visibility of the research, scholarship and
creative activities of students, faculty and professional staff.

University Marketing and Communications Strategic Plan • 3

 • Collaborate in the development, creation and execution of integrated
communications strategies to support research, scholarship and creative
activities.

U N I V E R S I T Y S T R A T E G I C G O A L 3 : Extend the reach and depth of the

university by developing strategic programs and collaborations.

University Marketing and Communications Strategic Goal 3:

Develop, execute and assess integrated strategic marketing and
communications programs, both internal and external, that strengthen, promote
and protect South Dakota State University’s brand identity, relevance,
accomplishments and excellence.

• Lead the collaborative process to maintain and advance the university’s

brand identity through messaging, identity and communication design
and execution.
• Utilize institutional goals, strategies and priorities for communications and
marketing work products that support extending the reach and depth of
the university.
• Utilize research-based decision-making processes to inform media and
message decisions for promoting South Dakota State University’s brand,
institutional reputation, community engagement and engaging key
stakeholders.
• Employ news promotions, publications, marketing and advertising
programs, and web and other electronic communications to brand and
differentiate the university as a leading land-grant, research-intensive
university.
• Employ news promotions, publications, marketing and advertising
programs, and web and other electronic communications to illustrate the
contributions of students, faculty, staff and alumni to the creation of
knowledge that solves the complex problems of today and contributes to
the cultural, social and economic well-being of the state, the region and
the world.
• Employ news promotions, publications, marketing and advertising
programs, and web and other electronic communications to promote
excellence and traditions, university pride, and to encourage participation
in university celebrations, and educational, cultural and intercollegiate
athletic events by alumni, faculty, staff, students and the citizens of South
Dakota and the region.

University Marketing and Communications Strategic Plan • 4

 • Collaborate with the SDSU Foundation through new promotions,
publications, marketing and advertising programs and web and other
electronic communications to promote and support university fundraising
efforts.
• Utilize social media, networks and new technologies to articulate the
university’s position as a leading land grant, research-intensive institution.
• Champion the university’s brand and strengthen and enforce South
Dakota State’s graphic identity standards and related policies in print and
electronically.
• Protect and sustain the university’s reputation through effective issue and
crisis management strategies.

U N I V E R S I T Y S T R A T E G I C G O A L 4 : Secure human and fiscal resources

to ensure high performance through enhanced financial, management and
governance systems.

University Marketing and Communications Strategic Goal 4:

Develop, execute and assess University Marketing and Communications
administrative and operational structures and processes in alignment with the
university’s strategic goals.

• Explore and adopt new technologies and project management systems

that will maximize available resources and allocation of funding streams,
implementation and effectiveness of action plans, improve performance
and promote sustainable solutions.
• Recruit, retain and develop a high-performing, diverse professional staff.
• Provide marketing, communications and branding consultation services
and other resources to the university community.
• Develop, document and implement processes and procedures to ensure
effective and efficient work-flow and continuous improvement.
• Maintain cost-effective services to the campus community that includes
in-house graphic design, printing and distribution.
• Maintain an effective and efficient trademark that generates maximum
revenues while adhering to the university brand and graphic design
standards.

University Marketing and Communications Strategic Plan • 5

U N I V E R S I T Y S T R A T E G I C G O A L 1 : PROMOTE ACADEMIC EXCELLENCE THROUGH QUALITY PROGRAMS, ENGAGED
LEARNERS AND AN INNOVATIVE TEACHING AND LEARNING ENVIRONMENT.

University Marketing and Communications Strategic Goal 1: Develop and execute integrated marketing and
communications programs that help achieve the university's overall target enrollment for a diverse, high-quality student body
and student success.

ACTION STEPS:
• Utilize institutional goals and priorities for enrollment and academic programs as a framework for communications and
marketing work products.
• Employ news promotions, publications, and web and other electronic communications to enhance the visibility of
academic and student-focused programs and the university’s commitment to an innovative teaching and learning
environment.
• Create and support a positive campus experience that encourages student recruitment, enrollment and retention.
• Develop effective research tools for engaging and motivating target audience and to define key messages.
• Collaborate in the development, creation and application of integrated communications strategies to support student
recruitment marketing and advertising products.

1|University Marketing and Communications PERFORMANCE INDICATORS

University Marketing and Communications Strategic Goal 1: Develop and execute integrated marketing and communications
programs that help achieve the university's overall target enrollment for a diverse, high-quality student body and student success.

RESPONSIBLE UNIT
PERFORMANCE INDICATORS BASELINE 2018 TARGET DEFINITION/SOURCE
(INDIVIDUAL)
Director,
Utilize institutional goals and priorities for
Evaluate all communications to determine University Marketing
enrollment and academic programs as a Responsive/reactive
how they support SDSU's mission and the & Communications
framework for communications and communications
goals of IMPACT 2018
marketing work products
Managers of UMC units
Collaborate with colleges and other core
units to draft strategic communications
plans, linked to goals and outcomes of
Employ news promotions, publications, IMPACT 2018
and web and other electronic Director,
communications to enhance the visibility Assist each college or unit with drafting a University Marketing
Communications support in
of academic and student-focused strategic communications plan for their & Communications
response to requests
programs and the university’s area
commitment to an innovative teaching Managers of UMC units
and learning environment Provide nametags, programs and
publicity for Faculty Excellence event;
photograph event; provide PowerPoint
support
Increase participation in College
Communicators group to include a
Established relationships
Create and support a positive campus broader University Marketing and
and College Manager,
experience that encourages student Communications presence and regular
Communicators group Strategic Communications
recruitment, enrollment and retention attendance of at least one representative
formed
from each college to produce more
integrated and strategic communications
Implement an analytics project in
cooperation with IT, the incoming web Director,
Develop effective research tools for team, and existing University Relations University Marketing
Basic analytics from
engaging and motivating target audience units (Creative Services and Strategic & Communications
Meltwater and Facebook
and to define key messages Communications) in order to determine
the most efficient and effective use of Managers of UMC units
communications resources
Collaborate in the development, creation Director,
Consolidate college and unit strategic
and application of integrated Communications based on University Marketing
communications plans into a
communications strategies to support past editorial calendars, & Communications
universitywide strategic communications
student recruitment marketing and experience
plan
advertising products Managers of UMC units

2|University Marketing and Communications PERFORMANCE INDICATORS

U N I V E R S I T Y S T R A T E G I C G O A L 2 : GENERATE NEW KNOWLEDGE, ENCOURAGE INNOVATIONS AND PROMOTE
ARTISTIC AND CREATIVE WORKS THAT CONTRIBUTE TO THE PUBLIC GOOD AND RESULT IN SOCIAL, CULTURAL ORE
ECONOMIC DEVELOPMENT FOR SOUTH DAKOTA, THE REGION, THE NATION AND THE WORLD.

University Marketing and Communications Strategic Goal 2: Develop and execute integrated marketing and communications
program that promote, enhance and broaden awareness of the quality, scope and impact of research, scholarship and creative
activity.

ACTION STEPS:
• Utilize institutional goals and priorities for research, scholarship, and creative activities as a framework for communications
and marketing work products.
• Employ news promotions, publications, and web and other electronic communications to enhance the visibility of the
research, scholarship and creative activities of students, faculty and professional staff.
• Collaborate in the development, creation and execution of integrated communications strategies to support research,
scholarship, and creative activities.

3|University Marketing and Communications PERFORMANCE INDICATORS

University Marketing and Communications Strategic Goal 2: Develop and execute integrated marketing and communications
program that promote, enhance and broaden awareness of the quality, scope and impact of research, scholarship and creative activity.

RESPONSIBLE UNIT
PERFORMANCE INDICATORS BASELINE 2018 TARGET DEFINITION/SOURCE
(INDIVIDUAL)
Utilize institutional goals and priorities
for research, scholarship, and creative Analyze the success of SDSU’s marketing Director,
Primarily an identity
activities as a framework for campaigns over the past three years and University Marketing
campaign
communications and marketing work submit proposal for next three years & Communications
products
Employ news promotions, publications,
Manager,
and web and other electronic
Soft launched IMPACT Official launch of and published schedule Strategic Communications
communications to enhance the
State newsletter and PDF for IMPACT State; implementation of
visibility of the research, scholarship
on InsideState site public IMPACT State website Manager,
and creative activities of students,
Web & New Media Unit
faculty and professional staff
Return fact book to once-a-year schedule
and redesign; post on website

Link annual legislative budget brochure

to IMPACT 2018; same for
Extension/Experiment Station report

Support Office of Research efforts to gain

funding for projects by raising the
visibility of SDSU research via production
Collaborate in the development, Director,
of two research-focused publications a
creation and execution of integrated Many standalone University Marketing
year and/or by publicizing grants
communications strategies to support communications & Communications
received
research, scholarship, and creative "products"
activities Managers of UMC units
Support Agricultural Experiment Station
efforts to publicize their work by creating
content for their new annual research
report (published as an insert in ABS
publication Growing South Dakota)

Produce new engineering research report

to raise the visibility of engineering
research at SDSU among peers and
private companies

4|University Marketing and Communications PERFORMANCE INDICATORS

U N I V E R S I T Y S T R A T E G I C G O A L 3 : EXTEND THE REACH AND DEPTH OF THE UNIVERSITY BY DEVELOPING
STRATEGIC PROGRAMS AND COLLABORATIONS.

University Marketing and Communications Strategic Goal 3: Develop, execute and assess integrated strategic marketing and
communications programs, both internal and external, that strengthen, promote and protect South Dakota State University’s
brand identity, relevance, accomplishments and excellence.

ACTION STEPS:
• Lead the collaborative process to maintain and advance the university's brand identity through messaging, identity and
communication design and execution.
• Utilize institutional goals, strategies and priorities for communications and marketing work products that support
extending the reach and depth of the university.
• Utilize research-based decision-making processes to inform media and message decisions for promoting South Dakota
State University’s brand, institutional reputation, community engagement, and engaging key stakeholders.
• Employ news promotions, publications, marketing and advertising programs, and web and other electronic
communications to brand and differentiate the university as a leading land-grant, research-intensive university.
• Employ news promotions, publications, marketing and advertising programs, and web and other electronic
communications to illustrate the contributions of students, faculty, staff and alumni to the creation of knowledge that
solves the complex problems of today and contributes to the cultural, social and economic well-being of the state, the
region and the world.
• Employ news promotions, publications, marketing and advertising programs, and web and other electronic
communications to promote excellence and traditions, university pride, and to encourage participation in university
celebrations, and educational, cultural and intercollegiate athletic events by alumni, faculty, staff, students and the citizens
of South Dakota and the region.
• Collaborate with the SDSU Foundation through new promotions, publications, marketing and advertising programs and
web and other electronic communications to promote and support university fundraising efforts.
• Utilize social media, networks and new technologies to articulate the university’s position as a leading land grant,
research-intensive institution.
• Champion the university’s brand and strengthen and enforce South Dakota State’s graphic identity standards and related
policies in print and electronically.
• Protect and sustain the university’s reputation through effective issue and crisis management strategies.

5|University Marketing and Communications PERFORMANCE INDICATORS

University Marketing and Communications Strategic Goal 3: Develop, execute and assess integrated strategic marketing and
communications programs, both internal and external, that strengthen, promote and protect South Dakota State University’s brand
identity, relevance, accomplishments and excellence.

RESPONSIBLE UNIT
PERFORMANCE INDICATORS BASELINE 2018 TARGET DEFINITION/SOURCE
(INDIVIDUAL)
Lead the collaborative process to Meet with each college or unit and Director,
maintain and advance the university's representatives of UMC in order to University Marketing
Current working
brand identity through messaging, identify, evaluate and address their & Communications
relationships
identity and communication design and communications needs for the coming
execution year Managers of UMC units
Link news, publications and
communications to goals of IMPACT
2018

Write, distribute, tag and post to the

web and average of one news release
per day that links to IMPACT 2018
Utilize institutional goals, strategies and Director,
Successfully pitch at least two stories a
priorities for communications and University Marketing
month to local and regional media to
marketing work products that support & Communications
highlight initiatives and work being
extending the reach and depth of the
undertaken at SDSU
university Managers of UMC units
Work with University Event Planner to
assure publicity and coverage of
outreach events, including Brookings
Day at the legislature, On the Road,
Town & Gown meetings and townhalls,
and to produce materials for public
distribution
Establish magazine/news sites on the
web that will include current content and
archived content (published from
academic year 2012-13 and forward)
Utilize research-based decision-making
Director,
processes to inform media and message
Develop strategic proposal to University Marketing
decisions for promoting South Dakota Regularized publications
consolidate existing magazines and & Communications
State University’s brand, institutional schedule
newsletters into expanded versions of
reputation, community engagement,
STATE and IMPACT State Managers of UMC units
and engaging key stakeholders
OCR and make available and searchable
existing PDF copies of magazines and
newsletters

6|University Marketing and Communications PERFORMANCE INDICATORS

 RESPONSIBLE UNIT
PERFORMANCE INDICATORS BASELINE 2018 TARGET DEFINITION/SOURCE
(INDIVIDUAL)
Plan and produce two president’s
reports linked to IMPACT 2018, in
collaboration with university
administration:
Employ news promotions, publications,
Director,
marketing and advertising programs, • Anecdotal (January) for use during University Marketing
and web and other electronic legislative session
& Communications
communications to brand and
differentiate the university as a leading • Data-driven (July) to quantify progress
toward strategic plan outcomes Managers of UMC units
land-grant, research-intensive university

Support SDSU Extension print collateral

and promotional design needs, in
collaboration with iGrow
Employ news promotions, publications,
marketing and advertising programs,
and web and other electronic
communications to illustrate the
Continue op-ed project with a goal of
contributions of students, faculty, staff
Implemented op-ed placing at least one op-ed per month Manager,
and alumni to the creation of
project in summer 2012 during the academic year on an issue of Strategic Communications
knowledge that solves the complex
interest
problems of today and contributes to
the cultural, social and economic well-
being of the state, the region and the
world
Employ news promotions, publications, Revise online SDSU event calendar
marketing and advertising programs, Manager,
Current SDSU event
and web and other electronic Develop a calendar for production of Strategic Communications
calendar online (eliminated
communications to promote excellence print and promotional materials for
Facebook calendar)
and traditions, university pride, and to recurring university and university- Manager,
encourage participation in university related events, including Speaker Series, Creative Services Unit
Recurring projects
celebrations, and educational, cultural Common Read, Prairie Repertory
anticipated, but not
and intercollegiate athletic events by Theatre, University State Theatre, Manager,
scheduled
alumni, faculty, staff, students and the musical performances, athletic Web & New Media Unit
citizens of South Dakota and the region competitions, etc.
Director,
University Marketing
Collaborate with the SDSU Foundation
& Communications
through new promotions, publications,
Develop an editorial calendar for
marketing and advertising programs Recurring Foundation
Foundation news/events to feature in Manager,
and web and other electronic pages in STATE magazine
STATE and IMPACT State Strategic Communications
communications to promote and
support university fundraising efforts
Manager,
Creative Services Unit

7|University Marketing and Communications PERFORMANCE INDICATORS

 RESPONSIBLE UNIT
PERFORMANCE INDICATORS BASELINE 2018 TARGET DEFINITION/SOURCE
(INDIVIDUAL)
Hire external expert to evaluate current Director,
Utilize social media, networks and new website and information architecture University Marketing
technologies to articulate the & Communications
Existing online presence
university’s position as a leading land Update website and social media
grant, research-intensive institution presence according to Manager,
recommendations Web & New Media Unit
Champion the university’s brand and Manager,
Updated, web-based Graphic Identity
strengthen and enforce South Dakota Published and distributed Creative Services Unit
Manual to include IMPACT 2018
State’s graphic identity standards and Graphic Identity Manual,
branding and guidelines, as well as
related policies in print and July 2012 with online PDF Manager,
regular updates
electronically Web & New Media Unit
Protect and sustain the university’s Develop specific protocols and Director,
Distributed and ambiguous
reputation through effective issue and responsibilities in collaboration with University Marketing
decision-making process
crisis management strategies university crisis management team & Communications

8|University Marketing and Communications PERFORMANCE INDICATORS

U N I V E R S I T Y S T R A T E G I C G O A L 4 : SECURE HUMAN AND FISCAL RESOURCES TO ENSURE HIGH PERFORMANCE
THROUGH ENHANCED FINANCIAL, MANAGEMENT AND GOVERNANCE SYSTEMS.

University Marketing and Communications Strategic Goal 4: Develop, execute and assess University Marketing and
Communications administrative and operational structures and processes in alignment with the university’s strategic goals.

ACTION STEPS:
• Explore and adopt new technologies and project management systems that will maximize available resources and
allocation of funding streams, implementation and effectiveness of action plans, improve performance and promote
sustainable solutions.
• Recruit, retain and develop a high-performing, diverse professional staff.
• Provide, marketing, communications and branding consultation services and other resources to the university community.
• Develop, document and implement processes and procedures to ensure effective and efficient work flow and continuous
improvement.
• Maintain cost-effective services to the campus community that includes in-house graphic design, printing and distribution.
• Maintain an effective and efficient trademark that generates maximum revenues while adhering to the university brand
and graphic design standards

9|University Marketing and Communications PERFORMANCE INDICATORS

University Marketing and Communications Strategic Goal 4: Develop, execute and assess University Marketing and
Communications administrative and operational structures and processes in alignment with the university’s strategic goals.

RESPONSIBLE UNIT
PERFORMANCE INDICATORS BASELINE 2018 TARGET DEFINITION/SOURCE
(INDIVIDUAL)
Explore and adopt new technologies
and project management systems that
Identify and implement project
will maximize available resources and Director,
management software for UMC, clients
allocation of funding streams, None University Marketing
and collaborating entities (Basecamp,
implementation and effectiveness of & Communications
SharePoint or similar)
action plans, improve performance and
promote sustainable solutions.
Director,
Evaluate all positions within UMC; revise
University Marketing
Recruit, retain and develop a high- responsibilities/position descriptions as
Current staff & Communications
performing, diverse professional staff. needed; present rationale to
administration for any additional staffing
Managers of UMC units
Schedule regular communications
meetings with deans, college
communicators and others

Create and maintain a searchable

database of university photography
available for use by university entities;
Director,
create and maintain a comprehensive,
Provide marketing, communications and University Marketing
internal database of university
branding consultation services and other Current service level & Communications
photography for use by University
resources to the university community.
Marketing & Communications comprising
Managers of UMC units
at least photos dating back to 2010, and
all scanned archival photographs currently
maintained in the Creative Services area

Collect all University Marketing &

Communications digital archives into a
available, searchable location TBD
Director,
Develop, document and implement
University Marketing
processes and procedures to ensure Draft and distribute a guide to UMC
Current processes & Communications
effective and efficient work flow and services, processes
continuous improvement.
Managers of UMC units

10 | U n i v e r s i t y M a r k e t i n g a n d C o m m u n i c a t i o n s P E R F O R M A N C E I N D I C A T O R S
 RESPONSIBLE UNIT
PERFORMANCE INDICATORS BASELINE 2018 TARGET DEFINITION/SOURCE
(INDIVIDUAL)
Establish and distribute updated UMC
Service Agreement/rate card to clients
Maintain cost-effective services to the
campus community that includes in- Manager,
Current service level Create a set of IMPACT 2018 and SDSU
house graphic design, printing and Creative Services Unit
templates (PowerPoint, poster, brochure,
distribution.
etc.) for use by colleges, departments and
other units
Maintain an effective and efficient
Work with vendors to launch “Weary Will”
trademark that generates maximum
Approve trademark-use vintage clothing and merchandise line; Manager,
revenues while adhering to the
requests compile proposal for other potential Creative Services Unit
university brand and graphic design
specialty lines
standards.

11 | U n i v e r s i t y M a r k e t i n g a n d C o m m u n i c a t i o n s P E R F O R M A N C E I N D I C A T O R S