2.1.6 Vice President for Marketing and Enrollment Services

(Charter)

Chief Officer for Marketing and Enrollment Services

The chief officer for Marketing and Enrollment Services is in charge of maintaining a positive image for the University and is responsible to the President for administering recruitment and admission of students and for overseeing public relations.

(Bylaws)

In carrying out the responsibility of the office, the vice president is expected to
1. Develop, implement and sustain a comprehensive, data-driven, annual strategic marketing plan to broaden awareness of the University, its programs, and initiatives among internal and external constituencies
2. Promote a collegial and collaborative environment by working closely with the campus community to build and maintain support for effective implementation of the marketing plan for the advancement of the University and its programs
3. Evaluate results of strategies implemented on an ongoing basis, using benchmark data and other quantitative and qualitative measures
4. Identify trends and make studied projections to inform enrollment goals and the University's slate of academic programs
5. Develop and promote the University's key message, branding images, and integrated communications strategy in collaboration with the campus administration, and authorize appropriate use of the WWU brand
6. Develop and maintain effective systems, data-driven strategies, and processes in order to identify, recruit, and enroll qualified students and to meet student enrollment goals
7. Work collaboratively with deans, departmental chairs, and administration to provide the vision, strategy, and technical and operational direction to enhance current and future enrollment across the diverse academic programs offered by the University
8. Structure a continuously reflective and analytically rigorous dialogue with senior administration about enrollment realities and possibilities
9. Identify venues and events that provide strategic opportunities for recruitment and design and implement an effective presence for the University at these venues and events
10. Oversee admission of students in accordance with the University's admission policies
11. Oversee analysis of admissions metrics, identify performance opportunities, and ensure training is delivered in support of achieving university enrollment goals and objectives
12. Promote and develop use of new and emerging technologies in the admission process
13. Provide oversight and coordination for the communications functions performed by University Relations, including public information, web content/design, graphics and design services, branding image, and strategic planning and campaign communications
14. Develop and oversee timely internal and external institutional communication processes
15. Oversee policy and practice in internal and external communication of issues and crises affecting the University
16. Provide communication support to Advancement and the Office of Alumni and Parent Relations.
17. Supervise the Director of Recruitment, Director of Admissions, Director of Student Information, Director of Marketing, Director of University Relations, and the Administrative Assistant
18. Chair or designate a chair for the Admissions Committee and co-chair the Financial Aid and Scholarship Committee
19. Serve on the President's Cabinet
20. Serve on committees and assume other duties as directed by the President

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2.1 Officers