Marketing and Creative Services

Our team is responsible for developing and implementing integrated marketing campaigns. Our approach is consultative in nature. We partner with our internal client-partners through an immersive process, discovering their challenges and objectives to provide strategic solutions. We use insight, trends and experience to influence and guide the creative process. 

From strategy and research to concept and delivery, we’ll work hand-in-hand with you to determine the most effective messaging and vehicles to market your initiative while enhancing the Smith brand. We’ll even consult with you on strategies you can implement yourself. 

Examples include: 

  • Brochures and other print collateral (postcards, fliers, etc.)
  • email and direct mail campaigns
  • Events marketing
  • Print, broadcast and digital advertising
  • Specialty marketing (displays, signage, premiums, etc.) 

We retain an ad agency that develops our regional and national branding campaigns to promote our Full-time, Part-time and Executive MBA and MS programs. This includes paid media advertising. 

We also initiate and conduct research that helps us target, segment and better understand our audiences and their behavior.

And we take brand identity into account with each project, making sure the Smith School name, logo and University of Maryland seal are used correctly and that the messaging, look and feel align with our Brand Pillars and Attributes.

The Marketing and Creative Services team is currently led by Chris Decker. Please contact Chris with questions or to discuss marketing an upcoming project, program, event or initiative. 

DESIGN AND GRAPHIC IDENTITY 

Our Art Director, Chris Decker, manages all of our graphic design efforts for the Smith School and maintains the school’s overall graphic standards and brand identity. He also manages the work of a handful of select freelance creative professionals. 

Design services include: 

  • Advertising layouts
  • Brochure designs
  • Recruitment materials
  • Posters, invitations and programs for select events
  • Newsletters
  • Displays (banners, etc.) 

START A MARKETING PROJECT 

A request form is required to initiate all project requests made by our client-partners. Request a marketing consultation to provide us with the basic information we need to get started.

Once we hear from you, we will assign a marketing lead and set up a meeting to determine the appropriate recommendations for your project. Information gathered from that initial meeting will be used to draft a Creative Brief and create a project timeline. The brief serves as an agreement between us about your goals and objectives for the project, as well as our marketing objectives and tactics for meeting them. The brief helps all of the MarComm team members assigned to the project stay on-track with the creative approach and agreed-upon objectives. The project timeline, or production schedule, consists of action items and their due dates leading up to the project delivery date. Once we have finalized the creative brief and timeline with you, the marketing lead will follow this timeline to deliver your project on-time and within budget.

And speaking of budgets, our client-partners are typically responsible for their own marketing budgets, unless the project is something we have previously discussed and budgeted for. Whether yours is large or small, don’t hesitate to reach out to us. We have an array of ways to capture the attention of your intended audience that will fit within your budget.

Each marketing project, whether complex or simple, has a life cycle that consists of five steps, or stages. To better understand the steps involved in completing your print project or other marketing initiative, check out the Project Life Cycle.