Marcom integration

The Marketing and Communications integration builds on the One Brand, One Team philosophy that has been developing across the OSU System. This effort is focused on strengthening OSU’s brand presence while preserving the distinct identity and needs of each institution, college and division.

Purpose of the integration

The goal of this work is to integrate marketing and communications teams across the OSU system in a way that enhances collaboration, aligns strategy and maximizes the effectiveness of shared tools and resources. This initiative builds on a strong foundation and formalizes practices that support a more unified approach.

What this integration provides

For MarCom professionals

• Strategic consultation from experts for complex initiatives
• Backup capacity during peak periods or specialized projects
• Professional development resources for team members
• Modern tools and platforms that enhance team capabilities
• Connection to universitywide initiatives and presidential communications
• Career pathways that help retain talented staff

For colleges, divisions and branch locations

• Enhanced support while maintaining personalized service
• Continued deep knowledge of unit priorities and relationships
• Amplified impact through coordination with social media, multimedia and presidential communications
• Professional-quality work that elevates visibility and reputation

How this work benefits the OSU system

A coordinated marketing and communications structure strengthens OSU’s brand presence, decreases reputational risk and improves responsiveness. By reducing duplication and aligning efforts, the university is better positioned to tell a consistent and compelling story across Oklahoma and beyond.

Engagement and input

Listening and engagement has been a central component of the marketing and communications integration. Input has been gathered through systemwide listening sessions, leadership discussions and meetings with MARCOM professionals that include participants from across campuses and functional areas.

Progress to date

• Systemwide listening sessions facilitated by an external higher education consulting firm
• Engagement with leadership from academic, enrollment, advancement and student affairs areas
• A systemwide Brand Summit bringing together marketing and communications professionals at all levels to share insights and progress
• Ongoing updates shared through established councils and leadership meetings
• More than 100 marketing and communications professionals completed a survey to help inform our next steps.
  • Survey responses made it clear that MarCom professionals value flexibility to meet the unique needs of units and audiences, timely decision-making, strong campus partnerships, subject-matter expertise and clear ownership of content and approval processes. Responses also expressed strong interest in greater collaboration, shared tools and best practices, professional development opportunities and more streamlined operations through unified project management, standardized intake systems, brand resources and clearer review processes.

Branch institution engagement

The integration of marketing and communications professionals at OSU-Tulsa, OSU-Oklahoma City and the OSU Institute of Technology is complete. These teams are already fully integrated into the unified Brand Management structure and actively participate in systemwide collaboration. OSU Medicine continues to coordinate with system leadership, and alignment will be addressed in a future phase as appropriate.

What to expect next

The integration effort will continue to focus on advancing organizational design, identifying a pathway to develop a sustainable budget model, expanding shared tools and strengthening professional collaboration and communication across the system. As part of this work, marketing and communications professionals will be invited to provide input through a structured survey to help inform next steps and ensure broad stakeholder engagement.

Feedback from the MarCom survey is directly shaping the approach for the integrated organizational design, project management systems, professional development, decision-making clarity and ongoing dialogue. Several key themes emerged from the feedback and are impacting this work, including the importance of maintaining strong local support, preserving subject-matter expertise and campus relationships, and fostering genuine collaboration that builds on the talent and expertise across the OSU system.