Marketing and Communications
At Concordia University Irvine, marketing is a comprehensive and collaborative process in which administrative and academic leadership work together to develop and manage revenue generating, mission-aligned programs for multiple higher education markets.
Essentially, the role of marketing is to understand market dynamics and leverage them to our advantage in ways that are ethical and consistent with our mission.
Thus, the university’s marketing planning process focuses on offering market sensitive academic programs (product), convenient delivery system options (place), inbound and outbound marketing strategies (promotion), and competitive tuition and financial aid (price).
The Office of Integrated Marketing and Communications
The Marketing and Communications (MarCom) team is charged with developing promotional strategies for the university and its revenue generating programs.
Our work is largely at the top of the admissions funnel for tuition revenue programs, and at the bottom of the giving pyramid for our fundraising program. In other words, our work is about content creation across channels and platforms, establishing and affirming brand, increasing name awareness, and generating inquiries and applications.
Although we’re involved beyond those points in the purchase and donor cycles, Undergraduate Admissions, Graduate & Adult Admissions, the University Foundation, and program personnel largely lead conversion and cultivation strategies and tactics.
The MarCom team is composed of CUI employees, contracted partners, and vendors that provide expertise and develop data-based strategies and tactics across channels and platforms to meet university goals. Our work includes:
- Branding (external and internal)
- Website (development, design, content strategy)
- Search engine marketing (SEO, AdWords, display, retargeting)
- Communications (print publications and internal communications)
- Direct mail and email
- PR (press releases, pitching news stories)
- Social Media (university accounts, management of social media community managers)
- Graphic Design (for most external audiences and for selected internal projects)
- Customer Relationship Management (CRM, used by admissions offices)