Strategic Communications and Marketing

Strategic Communications and Marketing is Casper College’s centralized team for brand stewardship, strategic storytelling, conversion-focused marketing, and reputation management. We partner with campus leaders and program owners to ensure the college communicates with one voice that is clear, consistent, and credible, especially in high-visibility and external-facing communications.

Our purpose

We exist to advance Casper College’s institutional priorities by:

• Strengthening and protecting the Casper College brand and reputation
• Improving the effectiveness of marketing and communications across channels
• Supporting measurable outcomes such as enrollment demand, retention and student success, community partnerships, and campus alignment

How we define “strategic communications”

Strategic communications are planned, audience-centered, and aligned to institutional goals. They are designed to influence decisions and behaviors, not just share information. Strategic work typically includes external-facing communications, high-impact initiatives, multi-channel campaigns, and communications that require brand, accessibility, or compliance governance.

What we do

We provide leadership and support in five core areas:

Brand Stewardship

• Brand standards, templates, and training
• Voice, tone, and messaging guidance
• Accessibility-forward practices and review
• Governance to ensure consistency across public-facing communications
• Licensing the use of college trademarks

Strategic Storytelling

• Identifying, developing, packaging, and distributing stories that demonstrate Casper College’s value
• Coordinated content planning and editorial themes
• Photography/video standards and storytelling support

Enrollment and Student Success Marketing

• Journey-based campaigns designed to drive action and improve conversion
• Recruitment campaigns across channels (web, email, social, paid media as applicable)
• Communications that support onboarding, retention, and key student milestones
• Continuous improvement through performance monitoring and optimization

Reputation and Issues Readiness

• Media relations and proactive visibility
• Executive communications support
• Issues management planning and response coordination
• Internal alignment on sensitive topics and high-stakes communications

Market Intelligence

• Turning data and insight into decisions: what audiences need, what messages resonate, where demand is trending, and monitoring the changing landscape for college student enrollment and retention.
• Program demand snapshots and campaign learning
• Partnering with relevant offices to align communications with market responsiveness and program relevance

How we work

We operate through a disciplined, collaborative process:

• Plan: clarify goal, audience, desired action, and strategic alignment
• Design: build the right message and channel plan for the audience journey
• Produce: create assets with brand, accessibility, and quality standards
• Launch: coordinate channels and timing for maximum impact
• Measure: report what we learned and improve what comes next

Because our work supports institution-level outcomes and brand reputation, we prioritize projects that have the greatest strategic impact. When a request is not a fit for full partnership, we support campus partners through templates, standards, and consultation so work can still be executed effectively and compliantly.

Campus Content Group

Many colleagues contribute to marketing and communications as a secondary responsibility. To support campus wide consistency and reduce rework, Strategic Communications and Marketing convenes a Campus Content Group quarterly to:

• Align upcoming themes and key dates
• Share channel best practices and standards
• Provide accessibility and compliance updates
• Provide brand and style standards support and training
• Coordinate cross-campus storytelling and major initiatives

Our commitment to campus partners

We are committed to being:

• Strategic: aligned to institutional priorities and outcomes
• Collaborative: working with departments to achieve shared goals
• Reliable: clear expectations, consistent processes, and quality standards
• Responsible: brand stewardship, accessibility, and compliance in all work

Accountable: continuous improvement through measurement and learning