From the pacificu.edu website to our network of social media channels, Pacific University’s digital presence serves as our global front door. The Office of Marketing & Communications set digital standards, manages site content and architecture, and oversees social media governance to ensure our online footprint is accessible, secure, and aligned.
Web Strategy
Content Management
The university website is our most vital communication tool for prospective students, families, media, and the public.
To maintain consistent brand messaging, user experience, digital accessibility, and search/AI optimization, MarCom manages all content updates on static pages sitewide.
Employees throughout the university serve as the subject matter experts for individual programs or offices; our web team handles technical formatting, layout, content optimization, and publishing. To request a minor or routine edit, please complete a Web Request in the Services Portal. To request a review or significant revision of a page or section, please complete a Project Consultation Request.
Employees also may edit their own employee pages, and all employees and students may submit calendar posts and publish internal-facing news announcements. Learn how in the Services Portal.
Optimization
For the past several years, MarCom has invested significant time and energy in optimizing our website for search. As technology rapidly evolves and user behaviors change, we are shifting our focus to Answer Engine Optimization. AEO ensures that AI platforms accurately understand, extract, and cite Pacific’s programs and admissions information when users ask direct questions online.
Digital Accessibility
In alignment with our commitment to inclusion, Marketing & Communications has co-led an initiative to meet and maintain WCAG digital accessibility standards across all webpages and other university digital platforms.
- Web Milestones: We continuously audit the pacificu.edu website hosted on Drupal for WCAG standards, including screen-reader compatibility, contrast compliance, alt-text accuracy, and other standards. As of July 2026, the website met WCAG 2.0 AA standards.
- Accessibility Toolkits: The website is not the only digital platform that must meet accessibility standards. In 2026-2027, Pacific will roll out new resources and training to ensure digital communications from PDFs to Moodle courses meet these standards.
Social Media
Social media is a high-visibility reflection of the Pacific brand. MarCom manages central university accounts on Facebook, Instagram, LinkedIn, YouTube and TikTok and also oversees governance of all recognized unit-level accounts.
Account Registration
To ensure internal sustainability and protect the university’s reputation, all university-affiliated social media accounts must be approved by MarCom prior to launch and registered annually.
Before requesting a new account, departments should consider whether a dedicated account is sustainable over time:
- Central Channel First: In most cases, submitting content to MarCom for publication on central university channels yields significantly higher reach and engagement than launching a new targeted account.
- Partnership Considerations: Small audiences result in small reach, as social media algorithms prioritize high-engagement content. Consider the audience you are trying to reach — does it make sense to partner with other units across the university rather than segment our limited audience?
- Account Requirements: Approved accounts must designate a permanent employee administrator, adhere to brand visual standards, and maintain active posting schedules. MarCom also must have backend access to approved accounts for continuity and emergency management. Reach out to marcom@groups.pacificu.edu for advice on getting started, or complete your new account request and registration form.
Support for Unit Account Managers
For approved department, program, or club social media managers, MarCom provides resources to help you succeed:
- Thematic Messaging Prompts: Align your unit-level posts with central university campaign themes, available in our Advocate Toolkit.
- Social Templates: Access pre-sized, brand-aligned templates for posts, stories and videos in BrandFolder.
- Community Guidelines: Be sure your account description includes a link to our community guidelines, and use those guidelines for comment moderation and copyright compliance.