In 2010, William & Mary established the Office of Creative Services within the university’s central communication division. This "in-house agency" blends the capabilities and talents of the former university publications office and the former university web team. Creative Services offers an array of services in support of university-level communication and is committed to a strategic approach for university messaging.
This presentation will focus on 1) the assessment required to evaluate needs and build consensus for a creative services organization on your campus, 2) the transitional and organizational development challenges that will be present when bringing a new creative services unit to life, 3) the metrics used to evaluate the success of the first 18 months.
Download the podcast: http://2011.highedweb.org/presentations/MMP1.mp3
2. What is it?
an in-house creative team
that blends capabilities
across mediums
3. 1. What problem are you trying to
solve?
2. Imagine a bright future.
3. Watch what you wish for, you might
get it.
4. Take it from someone who knows.
8. Use a place of ideas,
William & Mary is
emotion.
exceptional education, and unlike any other
university in America. In my view, we are
struggling to consistently represent who we
are and what we do to those who know us
and to those who know of us. A creative
services operation could be an engine of
creativity, a place where talented people
who love the College can use multiple
forms of communication to tell the William
& Mary story.
9. Be direct.
Currently, a number of committees are
working hard to coordinate communication
opportunities. I think William & Mary could
do better. A creative services team could
come to work everyday thinking about ways
to explain and promote what happens on
our campus. A creative services team could
produce an integrated splash where
individual creative elements like photos and
language and graphics all come together to
make a lasting impression.
12. Who we are...
We offer the skills and expertise of an
award-winning (in-house) creative
agency.
We want to bring currently outsourced
creative work in house.
We promote and explain academics.
26. The results? The work!
Mobile website
Campus-wide events calendar
Mobile app
30-second institutional TV spot
Social media aggregator
Facebook splash page for fundraising
New viewbook and microsite for prospectives
Social media user group
Foursquare presence
W&M Experts web database
Simple web forms tool
15 videos (with no dedicated to video position)