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Illustration symbolizing strengthening reputation and brand awareness

Strengthening Reputation and Brand Awareness

This initiative aims to strengthen institutional communication through a strategic plan, empowered enrollment messaging, a unified university brand, and a more robust central communications team.

Signature Initiatives

  • Create a communications strategy and calendar.
  • Empower Enrollment Management.
  • Promote a unified and consistent Clayton State University message.
  • Strengthen the central communications team.

Progress

Recommendations
Not Started
In-Planning
In-Progress
Completed

Create a Communications Strategy and Calendar

 
Recommendation Phase Progress
1.1. Launch LochNet, Partner with Student Affairs to draft Calendar of Events (Execution | 65%) —
 
In-Progress
1.2. Cross-campus planning and collaboration to identify upcoming and recurring campus-wide/impacting events. —
 
In-Planning
1.3. Creation of updated branding assets for University use for recurring events: Laker Experience Booklet, Campus-Wide Photoshoot —
 
Completed
1.4. Targeted enrollment events mapped out and planned for Fall 2024; added to CRM with signup pages, email/SMS campaigns, and check-in rosters. —
 
Completed
1.5. Mapped out calendar of targeted events for Spring 2025. Coordinated with marketing vendors for upcoming/recurring events. —
 
In-Progress
1.6. Strategic Enrollment Marketing Presentations across colleges and divisions to share the plan and identify support needs. —
 
In-Progress
Success Measures    
Social media followers, Google Analytics, website visitors, and targeted event tracking—enrollment year over year (In-Progress: 50%)    

Empower Enrollment Management

 
Recommendation Phase Progress
2.1. LochNet launched; core implementation team undergoing Element 451 training; Webmaster consulted for tracking guidance. —
 
Completed
2.2. Web developer created a digital form for brand toolkit download requests. —
 
In-Progress
2.3. Element451 implementation in progress; testing events, RFIs, workflows. —
 
In-Progress
2.4. RFI form launched for prospective students. Admissions & CAR training ongoing. Meeting with Element scheduled for ad campaign tracking. —
 
In-Progress
2.5. Website migration complete. Editors updating content to improve AI chatbot accuracy. —
 
In-Progress
2.6. Bolt Assistants sent 243 responses in 22 minutes, saving 259 human minutes. —
 
In-Progress
2.7. Element451 went live Feb 20, 2025. Sent 341 emails to undergrad inquiries (11/1/24–12/31/24). —
 
In-Progress
Success Measures    
Tracking use of Element451 templates and LochNet utilization.
Digital analytics for request forms and number of CRM trainings attended.		    

Promote a Unified and Consistent Clayton State University Message

 
Recommendation Phase Progress
3.1. Core implementation team undergoing initial E451 training. —
 
In-Progress
3.2. Ongoing Element451 training; branding toolkit elements added to CRM (fonts, colors, photos). —
 
In-Progress
3.3. New flip-book launched and shared. —
 
In-Progress
3.4. Marketing vendors updating branding assets and logo; will be distributed via LochNet. —
 
In-Progress
3.5. Discussing social mobility and SEM plan through roadshows; updating MarComm; LochNet integration initiated. —
 
In-Progress
3.6. Identifying CSU tagline to support rebranding; internal review of LochNet usage to establish baseline; reintroducing platform during roadshow visits. —
 
In-Progress
Success Measures    
Progress on rebranding project.
Analytics from CRM campaigns and form submissions/reports.		    

Strengthen the Central Communications Team

 
Recommendation Phase Progress
4.1. Interviews for Executive Director of Marketing and Communications began July 17–18, 2024. —
 
Completed
4.2. Final interviews scheduled for August; Element implementation team working on ChatBot & RFI form. —
 
In-Progress
4.3. Executive Director of Marketing/Communication and Design Specialist hired 9/9/24. 1
 
In-Progress
4.4. Website clean-up in progress; virtual assistants launching; editors urged to update content to support AI chatbot (Nessie). 1
 
In-Progress
4.5. Multimedia Specialist started February 17, 2025 to support dynamic digital asset creation. 1
 
In-Progress
Success Measures    
Open rates (page views) and website analytics
SOP development and implementation		    
 

COMMITTEE MEMBERS

  • •

    Camil Douthit

  • •

    Ashlee Spearman

  • •

    Katherine Sylvestre

  • •

    LaMatra Barefield

  • •

    Leanne Bradberry