Strategic Marketing

Our Strategic Marketing team partners with colleges, schools, departments, and administrative units to connect the right audiences with the University's programs, opportunities, and value through data-informed marketing efforts. Our work supports student recruitment, brand awareness, engagement, and institutional visibility while ensuring a consistent and compelling Montclair experience across all channels.

How We Can Help

Strategic Marketing works with campus partners to develop effective marketing strategies, strengthen audience engagement, and align marketing efforts with University priorities. We support with:

  • Marketing strategy and consultation
  • Enrollment marketing
  • Advertising and paid media
  • Campaign planning and development
  • Audience targeting and segmentation
  • Brand strategy and messaging
  • Creative strategy
  • Landing page creation, copy and implementation
  • Marketing performance and insights
  • Website and digital marketing recommendations
  • Marketing copy and content consultation

The most effective marketing efforts begin with a clear understanding of goals, audiences, and desired outcomes. Strategic Marketing partners with campus stakeholders to develop marketing approaches that support enrollment, engagement, awareness, and reputation objectives. A Strategic Marketing consultation may include:

  • Marketing planning
  • Audience identification
  • Audience Journey Mapping
  • Campaign recommendations
  • Channel selection
  • Message development
  • Timeline planning
  • Marketing Insights and Data Analysis
  • Alignment with University priorities
  • Marketing best practices

Early consultation helps ensure marketing efforts are focused, measurable, and positioned for success. For strategic marketing support and/or a consultation, please use the Strategic Marketing Request Form. 

Enrollment Marketing

Strategic marketing develops and supports enrollment-focused campaigns that help prospective students and their families discover, engage with, and choose Montclair. Our enrollment marketing efforts take a marketing mix approach to support undergraduate, graduate, online, transfer, continuing education, and special program recruitment initiatives through audience-specific messaging and omni-channel marketing strategies. Support may include:

  • Enrollment campaign planning
  • Prospective student audience targeting
  • Recruitment messaging
  • Organic and Paid Marketing for yield and conversion
  • Advertising strategy
  • Campaign performance analysis

Advertising and Paid Media

Strategic Marketing develops, manages, and optimizes paid advertising initiatives that help the University reach key audiences, increase awareness, drive engagement, and support enrollment and institutional goals. Through data-informed media planning and audience targeting, we create omni-channel campaigns designed to connect prospective students, families, alumni, donors, and other stakeholders with Montclair’s programs, opportunities, and value. We continuously monitor performance and adjust strategies to maximize effectiveness, improve results, and ensure marketing investments are aligned with University priorities. Paid media strategies may include:

  • Search advertising
  • Social media advertising
  • Display advertising
  • Streaming audio and video advertising
  • Geofencing and location-based marketing
  • Retargeting campaigns
  • Awareness and recruitment campaigns

Marketing Performance and Insights

Data helps guide smarter marketing decisions. Strategic Marketing monitors campaign performance and audience engagement to identify opportunities for optimization and improvement. Insights may include:

  • Campaign performance reporting
  • Audience behavior analysis
  • Advertising effectiveness
  • Marketing recommendations
  • Trend identification
  • Benchmarking and performance reviews

Brand Strategy and Messaging

A strong brand helps Montclair communicate consistently while allowing individual colleges, schools, departments, and offices to connect with their unique audiences. Strategic Marketing provides guidance on:

  • Brand positioning
  • Key messages
  • Audience-focused communications
  • Value proposition development
  • Campaign messaging
  • Brand consistency
  • Marketing Copy and Content Consultation

Creative Marketing Strategy

Creative assets play a critical role in marketing performance and audience engagement. Strategic Marketing provides guidance on creative approaches that align with campaign goals and brand standards. Support may include:

  • Creative briefs
  • Marketing campaign concepts
  • Advertising creative recommendations
  • Visual storytelling guidance
  • Brand-aligned campaign development

Before You Submit a Request

The strongest requests include enough information for our team to understand your goals, audience, timeline, and desired outcomes. Please use the Strategic Marketing Request Form. [Link to request form in Wrike.] Be prepared to share:

  • What you need
  • Your goals or objectives
  • Your target audience
  • Desired timeline
  • Any campaign deadlines
  • Existing marketing materials or assets
  • Relevant websites or landing pages
  • Available budget, if applicable
  • Any approvals already received or still needed
  • Whether the request supports recruitment, awareness, engagement, or another objective

Requests are reviewed based on strategic alignment, audience impact, timing, available resources, and connection to University priorities.