Date: July 22, 2008
FROM: Niels-Erik Andreasen, president of Andrews University
RE: Important changes in recruitment, advancement and marketing and communication processes at Andrews University
During the past several months the Provost and I have put together some changes in the way the university organizes its activities in recruitment, university relations, marketing, advancement and community development. Several of you have asked about these changes. Here is a brief description of their key features. They respond to recommendations coming through the strategic planning process and the Legacy of Leadership campaign.
As we strive for stronger and more consistent ways to tell the story of Andrews University and effectively brand the university locally, nationally and globally, the university has reorganized to create a new Integrated Marketing & Communication (IMC) structure. This newly reorganized structure is housed in what has been known as the University Relations Building. Staff members from Enrollment Management who had previously focused on marketing and branding the university primarily through enrollment-related projects, will combine their talents with the former University Relations staff to serve the marketing and communication needs of the entire campus through this new team.
Their work will include the creation of strategic marketing and communication resources in web and print design areas, Focus magazine production, media relations, academic department marketing, internal campus communication efforts, and more.
Stephen Payne is now vice-president for Enrollment Management and Integrated Marketing & Communication. His primary office is now in the Integrated Marketing & Communication Building. Payne’s marketing team from Enrollment Management—Nadine Nelson, Justin Jeffery, Jason Webster and Matthew Park—have also relocated to the IMC building. Stephanie Wylie will continue to work in the Administration Building, but is also a part of the IMC team. Everyone’s phone number remains the same.
Rebecca May, Pat Spangler, Keri Suarez, Martin Lee and Andre Morgan have remained in the same building and will be part of the expanded focus on overall integrated marketing and communication efforts.
In the Enrollment Management area, Randy Graves will serve as associate vice president for Enrollment Management as he works with Stephen Payne to help lead the Enrollment Management team in its work of admissions, recruiting and guest relations. Over the next several months, job responsibilities and project management processes for the new team will be refined to allow this new function to best serve the marketing and communication needs of the campus. The newly-formed team looks forward to sharing updates throughout the summer and fall, followed by a campus open house late in the fall semester to introduce the new functions and resources.
Assisting in this process of strategy and reorganization is Richard Harrison Bailey, The Agency, a South Bend, Ind., firm specializing in non-profit organization marketing, including a significant number of private universities. In June, they met with a number of staff, faculty and administrators from across campus to best understand the challenges and opportunities connected with this new alignment of resources, and over the next several months the findings and implications of their study will be shared with the campus.
Other changes in campus structure and approach are part of this transition: David Faehner and his Advancement team will continue to focus on the significant and challenging work connected with the institution-transforming Legacy of Leadership campaign, along with the Advancement team’s continued work on annual fund, alumni, the Howard Performing Arts Center and planned giving. Also, Audrey Castelbuono has been appointed director of the Capital Campaign and Chris LeBrun has been named director of Development. Additionally, Faehner will also focus on community development as the university builds stronger ties and connections within the Southwest Michigan community.