Design Thinking

Run Your In-house Group Like a Design Firm

The past few years college and university marketing teams have been impacted by budget cuts, department restructuring, layoffs, and increasing job competition. Marketing and communication offices play an important role in telling the story of their institutions. It is imperative that they market their groups as well as they market the school. Five things to consider:

Position. Align your group as a strategic partner and brand expert.
Manage. Run your department as if it has to stand alone without university resources.
Create. Set clear expectations for scope as well as roles and responsibilities.
Promote. Market your team and share success stories.
Stay relevant. The industry is changing rapidly and as communication specialists we need to stay on top of trends and help our clients make strategic decisions.

A longer version of this article will appear in an upcoming issue of UCDA’s Designer Magazine.