Celebrate 50 Years
Marketing and Creative Services

Understanding the Basics

While several team members may actively support your project, our marketing specialists are your primary point of contact. They act as your ambassador by helping to understand, identify, and communicate your need(s) to the marketing team. Every area of the university has a marketing specialist assigned to it. That marketing specialist will provide project support from the beginning to the end of every marketing project.

Marketing specialist client list [PDF]

What we do

We develop and maintain the university’s identity (sometimes referred to as “brand”) and market the institution to an array of audiences. Establishing a strong identity takes place over time and through many initiatives large and small. This guide describes the collaborative effort and method with which we serve the campus. Marketing and Creative Services can help meet university or client objectives through strategic marketing communications planning, implementation, and management.

Why we do what we do

We honor the American Marketing Association’s definition of marketing: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society-at-large.” In short, we represent the university through all actions associated with marketing.

Who we are

Our team includes various functions:

  • Marketing support
  • Graphic design
  • Copywriting
  • Web design and development
  • Social media
  • Photography
  • Operations

Who we serve

Marketing and Creative Services serves customers, clients, partners, and the community-at-large. Here are helpful descriptions of each:

Customers—defined target audiences based on marketing need, such as:

  • Student recruitment, including prospective students/guardians, admitted students, and high school guidance counselors/teachers/principals
  • Donor and alumni recruitment as a function of fundraising, including prospective and existing donors and alumni
  • Community engagement as a function of image and visibility, including community influencers such as legislators and university supporters, as well as the local community-at-large
  • IPFW campus as a function of student retention and awareness, including enrolled students, faculty, and staff. Because student retention focuses on enrolled students, faculty, and staff and marketing resources are strategically aligned, we serve the campus on a limited basis through:
    • Internal announcements (campus-at-large, enrolled students, faculty, and staff)
    • Faculty research and recruitment (industry colleagues, publications, and prospective faculty/staff)

Clients—university constituents who wish to get their message out and reach our customers

Partners—vendors and service providers who assist with specific marketing communications applications, including:

  • Media production for TV and radio, such as advertising agencies – Paid media planning and placement
  • Software applications
  • Trademark management and tracking
  • Printing
  • Freelancers based on need and technical competency

Community-at-large—any individual or organization who interacts with the university