Over the past three years, Pacific University has engaged in extensive brand research and strategic planning to define our identity and positioning. The result is a shift from fragmented program-by-program marketing to a unified, university-wide advertising and messaging strategy.
Supported by the largest investment in enrollment marketing in Pacific’s history, this centralized campaign builds road regional and national brand awareness, elevates the university’s reputation, and drives prospective students into the enrollment funnel for all colleges and schools.
The ‘Rising Tide’ Strategy
By investing heavily in overarching brand awareness and institutional enrollment campaigns, we create a strong foundation of recognition for Pacific University as a whole. This high-level visibility benefits every academic program far more effectively than isolated, low-budget program campaigns — which historically have competed with one another in the digital market.
Advertising Guidelines
To protect institutional investments and avoid competing against ourselves in digital auction spaces — like Google Search, Meta, and LinkedIn — we work under the following paid advertising guidelines:
- Central Management: All paid advertising — digital, print, radio, outdoor, or social — must be managed centrally by MarCom. Units may not independently run paid ad campaigns.
- Auction Protection: Standalone, program-specific ad buys will not be approved if they risk bidding against central brand campaigns or driving up keyword costs for the university.
- Strategic Alignment: Program-specific marketing budgets are best utilized by strengthening organic channels, optimizing program web content, and aligning with coordinated recruitment pushes.
Non-Paid Brand Amplification
Paid advertising is only one piece of the marketing mix. Units can significantly boost their program’s visibility through strategic, non-paid channels:
- Become a Brand Advocate: Access tools and shareable content to promote your program on unit social media accounts and personal networks.
- Submit a Story Tip: Share student wins, faculty research, alumni successes, and data-backed achievements for potential placement in central news, social media, talking points, or other storytelling.
- Optimize Web Content: Partner with MarCom during our digital content reviews to ensure your program pages convert interest into inquiries.