Project Center
Strategic Communications and Marketing partners with campus leaders and program owners on communications that advance Casper College’s institutional priorities and protect the college’s brand reputation. Our role is to help the college communicate with one voice that is clear, consistent, and credible—especially for external audiences and high-visibility initiatives.
To ensure strategic alignment, quality, and compliance, project requests are submitted by designated roles. If you’re not sure whether your request is a fit, submit it anyway or contact us and we’ll help route you to the right path, including templates and quick consultation when full partnership isn’t needed.
What we prioritize
We prioritize work that has institution-level impact, particularly communications that reach external audiences or carry reputational, accessibility, compliance, or executive visibility considerations.
Examples of projects well-suited for Strategic Communications and Marketing partnership:
- External marketing and advertising (paid campaigns, recruitment campaigns, major outreach)
- Enrollment and student success communications (journey-based campaigns, conversion improvements, high-impact retention moments)
- Major announcements and executive communications
- Signature events and high-visibility public-facing initiatives
- Brand and reputation initiatives (key messages, story packages, media relations, issues readiness)
- Web/digital projects requiring governance, accessibility, analytics, or conversion support
- Communications requiring brand review and compliance (accessibility, privacy, required approvals, image/video usage)
To focus Casper College’s limited communications capacity on high-impact, institution-level priorities, Strategic Communications and Marketing is moving away from a high-volume “production shop” model. We still support routine needs through templates, toolkits, and coaching, but we will no longer prioritize one-off production requests that are not tied to a clear audience, goal, and strategic outcome.
In most cases, we will redirect these requests to self-service tools or a scaled approach:
- One-off flyers, posters, or graphics for limited-audience announcements (unless part of a broader campaign or signature event)
- “Just make it look nicer” redesigns without a defined communication goal or audience action
- Last-minute promotions without adequate lead time for audience decision-making
- Requests where key inputs are missing (goal, audience, desired action, deadlines, source-of-truth details)
- Materials that require accessibility or compliance elements but are provided in a format that can’t reasonably meet standards (e.g., image-only PDFs with information)
Who can submit project requests
To keep our work focused on strategic outcomes and brand stewardship, requests are submitted by roles responsible for institutional or program marketing and communications outcomes.
Primary requestors (approved submitters):
- President’s Cabinet members, executives, and designated executive support staff
- Deans, directors, department chairs
- Program managers/coordinators with marketing responsibility
- Signature event leads (college-level or major community-facing events)
- Designated communications liaisons (by division/department)
Students, clubs, and organizations
We support student communications especially when events are public facing, use official Casper College channels, or have reputational/compliance considerations.
To keep approvals and timelines smooth, student requests should be submitted using the project request system through:
- the organization’s advisor, or
- Student Life (recommended), or
- a designated departmental liaison.
Choose your pathway
This guide helps you choose the right level of support based on impact, timing, and complexity.
- Strategic partnership project (submit a Project Center request)
- Best for: campaigns, high-visibility communications, web/digital work, enrollment initiatives, reputation-impacting projects, major events.
- You’ll receive: project planning, messaging guidance, channel strategy, production support as capacity allows, and outcome tracking.
- Templates and toolkits
- Best for: routine flyers, social posts, simple event promotions, standard signage, and repeatable communications.
- You’ll receive: approved templates, standards, and quick coaching so your team can move quickly while staying on brand.
- Quick consult
- Best for: “I’m not sure what we need,” “Is this the right channel?” “Can you review this?” or “How do we make this more strategic?”
- Urgent / sensitive communications
If the request involves safety, reputational risk, or potential media attention, do not submit a standard ticket first. Contact us directly.
Before submitting, ask:
- Who is the primary audience?
- What action should the audience take? (Register, apply, attend, donate, partner, trust.)
- Which institutional priority does this support? (Enrollment, retention/success, program innovation, partnerships, employee engagement.)
- Is this high visibility or reputationally sensitive? (Media interest, controversy potential, executive-level visibility.)
- Does it require cross-department coordination? (Multiple units, shared audiences, shared channels.)
- Does it require brand/governance/compliance review? (Accessibility, privacy, official logos, image/video rights.)
- Is there a realistic timeline for quality work? (Lead times below.)
If you can answer these clearly, your request is likely a good fit. Each project has its own set of questions and need for information that is outlined on the project request form system.
Communication “packages”
To reduce last-minute scrambles and improve results, Strategic Communications and Marketing often delivers support as packages rather than one-off pieces (for example, a flyer request without a web page, email plan, or call-to-action). Packages bundle the most effective elements for a specific goal and audience, so communications are consistent, accessible, and easier to execute on time.
How packages work
- We recommend a package based on your goal (enrollment, event attendance, awareness, partnership outreach, etc.), audience, and timeline.
- Packages can be scaled up or down depending on available lead time, complexity, and priority.
- The website (or landing page) is typically the “source of truth,” and other channels drive audiences to it.
Common Packages
1) Event Promotion Package (standard)
- Event webpage/landing page (source of truth)
- 1–2 targeted emails (launch + reminder)
- 1–2 social posts (launch, highlight, reminder, last call)
- Digital signage slide (where applicable)
- Optional: community calendar submissions
- Digital images you can share on your channels
2) Program/Enrollment Campaign Package
- Campaign brief and messaging (value proposition and key points)
- Landing page or priority web updates
- Email journey (inquiry → apply → register) as appropriate
- Social content set (awareness + deadlines + outcomes)
- Optional: paid digital advertising (if budget and lead time allow)
- Performance tracking and a brief results summary
3) Major Announcement / Reputation Package
- Key message document and FAQs (internal alignment)
- Web announcement page and supporting content
- Media/Newsroom release (if appropriate)
- Leadership message or campus email
- Social messaging set and comment guidance
- Monitoring and issue-response coordination as needed
4) Internal Engagement Package
- Key points and timeline of communications
- Email update(s)
- Supervisors’ talking points (optional)
- Digital signage/poster templates (if needed)
- Follow-up survey or feedback link (optional)
Why we use packages: improve outcomes by aligning message, channel, timing, and calls-to-action while reducing rework and ensuring brand and accessibility standards are met. If time is limited, we’ll recommend the smallest package that can still be executed well within the available window.
More Information
Project Types We Support
Strategic Communications and Marketing partners on projects that advance Casper College’s institutional priorities and strengthen the college’s brand reputation. We prioritize work that is external-facing, high-visibility, conversion-focused, or requires brand/compliance governance.
If your need is primarily routine or local in scope, we can still help by providing templates, guidance, and consultation so your communications remain on-brand and compliant.
Institutional and Executive Communications
Projects that represent the college at the highest level or require message discipline and stakeholder alignment.
- Presidential or cabinet-level announcements
- Institutional position statements and key messages
- Board-facing communications support
- High-visibility internal updates tied to institutional priorities
Enrollment Marketing and Recruitment Campaigns
Journey-based, conversion-focused communications that move prospective students toward inquiry, application, and enrollment.
- Recruitment campaigns (traditional, adult learner, online, workforce, etc.)
- Program marketing when aligned to priority growth or demand
- Multi-step email journeys and landing pages designed for conversion
- Paid media strategy and campaign management (requires budgeted funds)
Student Success and Retention Communications
Strategic campaigns that support persistence and success through timely, targeted communications.
- Orientation/onboarding campaigns
- Registration and re-enrollment nudges
- Financial aid/FAFSA communication support (in coordination with responsible offices)
- Key success milestone campaigns (advising, degree planning, completion)
Brand Stewardship and Brand Governance
Work that protects and strengthens Casper College’s brand consistency and reputation.
Brand guidelines, toolkits, templates, and training
- Messaging architecture (voice, key narratives, audience messages)
- Visual identity governance for high-visibility materials
- Editorial standards and “One College Voice” guidance
Reputation and Storytelling
Proactive storytelling that reinforces Casper College’s value and credibility.
- Institutional story packages (student outcomes, workforce impact, community value)
- Thought leadership and visibility for faculty/experts (as appropriate)
- “Signature stories” aligned with strategic priorities
- Awards/recognition storytelling (where appropriate)
Media Relations and Issues Readiness
Work that requires coordinated messaging, responsiveness, and risk management.
- Media requests, press releases, pitches, and media training
- Issues management planning and response coordination
- High-scrutiny topics requiring careful messaging and approvals
Digital and Web Strategy
Projects that shape Casper College’s digital presence and improve performance.
- Web governance and high-impact page development
- Landing pages supporting campaigns and conversion
- Accessibility-forward design and content standards
- SEO strategy and digital analytics reporting
Signature Events and High-Visibility Initiatives
Projects with broad community relevance or college-wide visibility.
- College-level commencements, major public events, major speaker series
- Community-facing initiatives tied to institutional priorities
- Cross-department events requiring unified promotion strategy
Training and Campus Content Coordination
Support that helps campus content contributors communicate effectively and consistently.
- Campus Content Group (quarterly)
- Training sessions and toolkits for staff and student contributors
- Consultation and “office hours” for guidance and review
Consultation and Templates
Even when a project isn’t prioritized for full production support, we can provide:
- Recommended approach and channel plan
- Messaging guidance and “on-brand” review
- Templates for flyers, social posts, digital screens, email, and event promotion
- Compliance and accessibility guidance
What We Need from You
When you submit a request, please be ready to provide:
- Goal (required): What do you want to accomplish?
- Audience (required): Who specifically are we trying to reach?
- Desired action (required): What should the audience do (apply, register, attend, inquire, donate, partner)?
- Strategic alignment: Which college priority does this support?
- Key details (required): dates, deadlines, location, eligibility, cost, contact person
- Channel needs: web, email, social, print, paid media (if applicable)
- Approvals: who must review/approve content?
- Timeline (required): requested launch date and what drives it
- Budget: if paid promotion or print is required (where applicable)
One Point of Contact
One Point of Contact and Consolidated Feedback (Required)
To protect timelines, reduce rework, and ensure consistent approvals, each project must have one designated Point of Contact (POC). The POC is responsible for coordinating internal input and submitting consolidated feedback to Strategic Communications and Marketing.
Requirements:
- One POC per project: The POC is the only person who submits requests, feedback, and approvals for the project.
- Final approver confirmed at intake: The request must identify the final decision-maker (director/dean/VP as appropriate).
- Consolidated feedback only: Feedback must be combined from all stakeholders and submitted as a single response per revision round.
- Two revision rounds included: Additional rounds may require rescoping, timeline extension, or rescheduling to the next production window.
If these requirements are not met:
- Project timelines may be paused until consolidated feedback and approvals are received.
- Conflicting stakeholder direction must be resolved by the department’s final approver before work continues.
High Volume and Focus Periods
During predictable high-volume periods, in the early part of the fall semester and again mid-spring semester, Strategic Communications and Marketing will shift a larger share of capacity to enrollment and recruitment priorities (including key campaign, web, and outreach efforts). During these windows, routine production requests may experience longer turnaround times, and we may recommend a scaled approach or use of templates/toolkits to meet deadlines while protecting quality and compliance.
Sample Project Timeline: Campaign or Multi-Channel Initiative (4-8 weeks)
Below is a sample timeline to show the typical steps involved in a strategic communications project. Timelines vary based on complexity, approvals, and whether the project includes paid media, web work, photo/video, or multiple stakeholders.
Week 1: Intake and discovery
- Request submitted through Project Center
- SCM triage: goal, audience, strategic alignment, urgency/risk
- Discovery meeting (as needed): clarify desired outcomes, channels, constraints
- Confirm owners, approvers, budget (if applicable)
Week 2: Strategy and messaging
- Audience and journey definition (who, what action, what barriers)
- Campaign approach and channel plan (web/email/social/paid/earned/internal)
- Messaging framework and content plan (themes, key messages, proof points)
- Measurement plan (what success looks like and how we’ll track it)
Weeks 3–5: Production
- Draft content (copywriting, email sequences, web copy, social content)
- Creative development (design, templates, photo/video scheduling if needed)
- Build digital assets (landing pages, forms, tracking/UTMs, etc.)
- Internal stakeholder review cycles (content and brand/compliance)
Week 6: Launch readiness
- Final approvals and accessibility checks
- Scheduling and coordination across channels
- Media coordination (if applicable)
- Launch checklist completed
Weeks 7–8: Launch and optimization
- Campaign goes live
- Monitoring performance (engagement, clicks, conversions, drop-off points)
- Adjust creative/messaging/targeting as needed
- Post-launch summary and recommendations
Common factors that affect timeline
- Number of stakeholders and approvers
- Whether the request requires web development or forms/tracking
- Photo/video needs and scheduling
- Paid media budget approvals and ad platform lead time
- Compliance and accessibility review needs
- Late changes to dates/details or scope changes midstream
Sample Timeline: Single Deliverable or Simple Package (10-15 business days)
Days 1–3: Intake and triage
- Request received; basic clarification if needed
Days 4–7: Drafting and creation
- Draft copy/design or web update prepared
- Brand and accessibility checks
Days 8–12: Review and revisions
- Stakeholder review and edits
- Final approval
Days 13–15: Publish and closeout
- Post/send/publish
- Basic results note (if measurable)
Common factors that affect timeline
- Number of stakeholders and approvers
- Whether the request requires web development or forms/tracking
- Photo/video needs and scheduling
- Paid media budget approvals and ad platform lead time
- Compliance and accessibility review needs
- Late changes to dates/details or scope changes midstream
Sample Project Timeline: Event
This timeline assumes a modest-scope conference with a defined audience, a clear registration path, and basic promotional support (web/blog, email, flyer, campus TVs, social). Actual timing varies based on approvals, speaker confirmation, venue details, and whether paid media, video, or complex web work is included.
Intake and strategy alignment (Week 1)
Goal: confirm purpose, audience, and what success looks like.
- Intake request submitted (event purpose, audience, date/time/location, budget, speaker list if known)
- Confirm strategic alignment (external audience? institutional priority? signature value?)
- Define desired action (register, submit proposal, attend, sponsor)
- Identify approvals (lead, dean/director, partner offices, compliance considerations)
Key outputs:
- Promotion plan (channels + cadence)
- Single source of truth for event details
Messaging and content plan (Week 2)
Goal: lock event narrative and the information architecture people need to register.
- Draft key messages (who it’s for, why attend, what they’ll gain)
- Draft the “event description” and speaker/session highlights
- Build content checklist: agenda, bios, travel/parking, pricing, deadlines, CEUs if applicable
- Identify a registration (if appropriate) workflow (who owns registration, confirmation emails, cancellations)
Key outputs:
- Final event summary copy
- Content outline for event page and promo assets
Build core assets (Weeks 3–4)
Goal: create the minimum viable “event package.”
- Create/launch event web page (or landing page) with registration link and logistics
- Create a simple promo toolkit:
- 1–2 social posts and graphics (or templates)
- 1–2 email drafts (save-the-date and registration push)
- Digital signage slide (if applicable)
- Optional: media/community calendar listing copy
Key outputs:
- Live event page and registration path
- Promotional toolkit ready for distribution
Launch promotion (Weeks 4–5)
Goal: start awareness and drive registrations.
- Publish web page, send initial email, begin social cadence
- Coordinate with partner offices/channels (academic division, workforce partners, Student Success, etc.)
- Begin weekly registration checks (are we pacing toward goal?)
Key outputs:
- Scheduled content calendar
- Registration pacing snapshot (weekly)
Optimize and fill gaps (Week 6)
Goal: address low-performing messages/channels and strengthen conversion.
- Refresh copy or creative if registrations lag
- Add speaker highlight posts or agenda teaser
- Add a second email (or targeted reminder) to key audiences
- Confirm on-site needs: signage, check-in language, day-of communications
Key outputs:
- Updated promo cadence
- Final logistics copy
Final push and readiness (Week 7)
Goal: reduce confusion, prevent no-shows, ensure consistent messaging.
- “Last chance” email (or reminder) and social countdown posts
- Send registrant confirmation/reminder message (owned by registration office or event lead)
- Finalize on-site signage, slides, and announcements
- Confirm who handles media inquiries (if any)
Key outputs:
- Final reminder communications
- Ready-to-use signage/digital assets
Execution and day-of communications
Goal: support attendee experience and reputation.
- Day-of posts (optional), announcements, and on-site signage consistency
- Photo capture plan (optional, if pre-approved and resourced)
- Rapid updates if schedule/location changes
Key outputs:
- Real-time support as needed
- Asset capture (if planned)
Closeout and evaluation
Goal: document results and improve next time.
- Post-event thank-you message (email/social)
- Share highlights and outcomes (attendance, feedback, partner mentions)
- Debrief: what worked, what didn’t, recommendations
Key outputs:
- Brief results summary and recommendations
Lead Times and Service Tiers
We plan work to maintain quality, accessibility, and brand consistency. Submitting early improves outcomes and reduces rework.
Standard
- Simple updates / single deliverable: 10-14 business days
(Examples: single web page update with provided copy; single email draft; simple event promo plan.) - Campaign or multi-channel package: 4–8 weeks
(Examples: recruitment mini-campaign, multi-step email series, paid campaign, landing page build, photos/video scheduling.)
Priority
- 2–10 business days, depending on scope
Used for time-sensitive institutional priorities approved by leadership or when delay creates measurable harm.
Urgent / Rapid response
- 24–72 hours
Reserved for reputational risk, executive-level issues, crisis communications, or compliance-driven deadlines.
Important note: When timelines are limited, we will recommend a scaled approach that protects quality and compliance by focusing on the highest-impact essentials that can be completed in the time available (for example: a clear event webpage/registration path and a concise, targeted email and social promotion package), rather than attempting a full campaign.
Requestors should also consider audience decision time: effective communications require enough lead time for people to notice, understand, and take action. If an event or deadline is too close for the audience to realistically respond, we may recommend adjusting the promotion plan (or the timing of the event) to achieve better outcomes.
Brand, Accessibility, and Compliance
We help ensure college communications are consistent with Casper College’s visual identity and standards. The Brand Standards manual emphasizes consistent use of approved marks, colors, and typography, and notes that the brand is more than a logo. It’s how the college acts and speaks.
A few key reminders:
- Use approved logos and do not alter them; maintain required clear space around logo use.
- Use approved digital typography standards where possible (web fonts and system alternatives are specified).
- Most communications require regulatory statements; the Brand Standards manual notes the nondiscrimination statement requirement and provides the reference link.
- If your work involves official social media, the Style Guide includes account standards and notes nondiscrimination statement/link expectations and admin access requirements.
- All digital or electronic communications are required to meet accessibility standards. While we will design and build out all communications to meet this standard, any documents you provide us that you would like for us to distribute must also meet accessibility standards.
Student Clubs and Events Pathway
To support student organizations while maintaining brand and compliance standards:
- Advisor or Student Life submits requests for public-facing promotion, official channel use, or high-visibility events.
- We provide approved templates (posters, social, digital screens) and a publication checklist.
- For eligible events, we can help with a basic promotion package (web listing guidance, social guidance, and email copy).
Not sure where your request fits?
Contact us and we’ll help you choose the fastest, most effective path whether that’s full partnership, consultation, templates, or referral.
Email: pr@caspercollege.edu