Developing and Executing an Integrated Marketing Plan

Topics: Advancement, Marketing and Branding, Advancement Organizational Structure

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Research Questions

  • How have institutions developed coordinated marketing campaigns? 
  • Who was involved in developing the marketing campaign and how is it executed? 
  • How do other institutions mitigate tensions between staff who are accustomed to decentralized marketing models?
  • How is the effectiveness of marketing campaigns evaluated? 


Marketing and communications offices play an integral role in realizing strategic goals across an institution, from advancement to admissions. Especially for small but growing institutions, integrated marketing allows a central office or team to identify and implement a cohesive and compelling institutional brand. The alternative--allowing each unit to manage its own marketing and communication--often leads to muddled and non-cohesive messaging. This brief explores integrated marketing, from the theoretical definition of the concept to launching an integrated marketing initiative with insight and recommendations from integrated marketing practitioners.