Marketing Strategy Guide

Every decision starts with strategy

Whether it’s a direct mailer, social media post, ad, or website design, it isn’t just about looking good.

It exists to serve a purpose: to connect with the right audience, deliver the right message, and drive action. Every decision starts with a strategy.

Audience-Focused Strategy

A true audience-first strategy isn’t about broadcasting, it’s about building relevance, trust, and resonance.

We don’t start with what we want to promote. We start with what our audiences care about. Every campaign and creative piece are built to earn their attention, speak to them on a personal level, and provide value at every touchpoint.

Audiences

Our key audiences include: prospective students, current students, faculty and staff, parents, alumni, state and external partners, and brand awareness.

And our creative pieces, messaging, and choice of channels will differ based on our audiences.

Marketing Goals

Your marketing goals are high-level outcomes you want to accomplish. They provide direction and benchmarks for success. They are typically SMART (specific, measurable, achievable, relevant, time-bound) and should be created with audiences in mind. Audience-specific marketing goals are tailored to the characteristics, needs, and behaviors of distinct target audiences.

Example: Increase undergraduate enrollment by 15% for the fall 2026 semester.

Marketing Strategies

Marketing strategies are how you will achieve your goals. Strategies are broad approaches or methods used to reach your goals. They reflect your understanding of your audience and competitive landscape.

Example: Position the University as a top-choice institution for students by emphasizing personalized learning experiences across digital platforms.

Marketing Tactics

Marketing tactics are the specific actions you will take to execute your strategies. Tactics are day-to-day actions, tools, and campaigns that implement your strategy. They are concrete, detailed, and have timelines.

Examples:

Launch a targeted digital ad campaign on Instagram, TikTok, and

YouTube showcasing student success stories and campus life.
Optimize the admissions landing page to improve call-to-action- clarity (“Apply Now” and “Request Info”)
Send personalized email drip campaigns to high school juniors and seniors who have expressed interest in WVU.

Strategy-First Creative Decisions

Strategy-first creative decisions are when design, messaging, and campaign choices are guided by a clear marketing strategy, not just aesthetics or trends. This ensures that creative work directly supports overall goals and resonates with the intended audience.