Strategic Communications and Marketing

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 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.

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