CLIMBING NEW PEAKS

Objective 1: Create a consistent brand that captures the University’s identity and distinctive geographic setting.

• Complete a branding audit and establish a timeline and benchmarks for needed changes.

• Draft branding guidelines for all university communications and training for employees on  their use.

• Update all digital and printed materials to conform to new standards.

• Partner with the City to promote our visual brand throughout Spearfish.

Objective 2: Employ effective marketing and communication campaigns efficiently.

• Collect and use data appropriately to inform our marketing strategy.

• Determine target audiences for all materials, ensuring that the perspectives of students and  prospective students—at BH-Rapid City, Ellsworth AFB, Main Campus, and online—guide these  initiatives.

• Revise policies and procedures for generating media materials effectively.

• Organize the website to serve internal and external users.

• Design and launch a marketing plan specifically for recruitment and enrollment.

• Define and implement a social media strategy.

Objective 3: Communicate the purpose, character, and story of the institution to alumni and external stakeholders.

• Provide the local press with stories about student and faculty success.

• Produce a President’s Newsletter to highlight campus projects, accomplishments, and stories of interest.

• Improve regular communication with alumni and families from the University as a whole.

• Guide communication between specific areas of the University and their constituents.

• Mobilize student efforts to generate digital, traditional, and social media content with a  student focus.