Task Force for Integrated Marketing

Frequently Asked Questions

What is "integrated marketing?"

Integrated marketing communication is a comprehensive, coordinated, institution wide effort to communicate mission-critical values and messages in ways that target audiences notice, understand and respond to. Essentially, it is the notion that individuals working together can create something bigger than themselves alone.

How will integrated marketing help me?

If the University has a strong identity it will broaden the circle of those who know what you are doing. The benefits of an effective integrated marketing strategy include:

  • a stronger, more consistent image;
  • increased support from funding publics such as the legislature;
  • a higher level of alumni satisfaction that translates in to alumni participation in alumni events, audiences and relationship building;
  • greater loyalty among stakeholders;
  • lower cost to recruit students and higher retention rates;
  • greater success raising money;
  • a general public that is more aware of your accomplishments, value and needs;
  • the ability to attract and retain excellent administrators, faculty and staff;
  • increased coordination and stewardship of marketing dollars;
  • greater employee satisfaction including an increased sense of pride and loyalty; and
  • prospering when there is a down-turn in the market.

What is the Integrated Marketing Task Force and who is on it?

The President's Task Force for Integrated Marketing will engage the campus community in an authentic and meaningful process to translate the University's missions, vision and values into a set of key messages and a reflective graphics program.

Why is the University investing in integrated marketing?

The President has stated both the "perception must catch up with reality" and "we're only as strong as our unified message."

Will integrated marketing change the mission, vision and values of the University?

No. The goal of this process is to better communicate Portland State's unique missions, vision and values to our constituents. Through this process we will better understand how to communicate in a meaningful way to our audiences and have the methods and resources to do it. The process includes:

  • assessing the current marketing and communication operations across campus;
  • inspiring discussion among faculty, staff, students, administrators, executives, alumni, board members and community leaders on how to most accurately portray Portland State's identity externally; and
  • setting the stage for developing a 'special initiatives" marketing and communication plan that will assist the community in communicating singular messages to key target audiences in order to raise awareness and perception of Portland State.

Why was the marketing audit conducted?

The purpose of the audit was to identify and make recommendations for mounting the most effective integrated marketing effort to help accomplish Portland State's goals. Recommendations from the audit address both institutional strategic marketing issues, plus the operational effectiveness and organization of day-to-day marketing and communications. The audit was conducted in April 2005. See the links at left for detailed audit information.