Texas Christian University: From great to the greater good

Stephanie Barkow, Gary Mueller and Tracy Syler-Jones
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Stephanie Barkow: Senior Vice President and Planning and Research, BVK, USA
Gary Mueller: Managing Partner and Chief Creative Officer of BVK; Founder of Serve Marketing, USA
Tracy Syler-Jones: Vice Chancellor and Marketing & Communication, Texas Christian University, USA

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 2, 136-151

Abstract: The marketing and communication division at Texas Christian University (TCU) was established as an independent division in 1999, following a strategic planning process called ‘The Commission on the Future of TCU’. For the past 20 years, this unit has worked to position itself as a strategic partner versus a service function in an increasingly decentralised environment and during a timeframe of growth and increasing national and international prominence. Without an enrolment function as part of its portfolio, the unit has focused on better defining the university’s brand to enhance relationships with key stakeholders and assist in driving organisational objectives within an increasingly cluttered marketing and communication world and competitive environment. This paper discusses how TCU’s ongoing problem of integrating its refined brand platform, but this initial work has reformed internal perspectives about the marketing and communication division’s work, creating internal advocates. The extensive research TCU carried out resulted in a true, relevant and actionable brand platform with an authentic voice that is aligned with the university’s mission, vision and values, its strategic plans and its aspirations for the future.

Keywords: brand platform; strategic partner; advocates; core human values; leadership (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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