an aerial shot of the UO campus and city of Eugene on a sunny day

Five-Year Goals

Our Goals

What is our purpose? What are we setting out to accomplish?

  1. Change the Perception of the UO

This means moving the hearts and minds of key audiences to perceive the UO more favorably, with higher engagement, and associate the university more closely with academic quality, innovation, benefit to Oregon and the nation, and research. While we always work to change perception for the better, we uncover ways in which we seek to be perceived by specific audiences.

  1. Add Value to the Brand

This includes any activity, program, initiative, or product that adds measurable or directional value, or reduces loss of value (harm). This can include content products, effective marketing campaigns, revenue from licensed goods and IP, crisis and reputation management, and leadership/executive voice. We seek quantifiable measures of value to understand the drivers of value, to define what success looks like and to understand when we have been successful.

Our Departmental Organization

We are organized into five departments, each with a specific and complementary purpose.

Administration and Operations

Administration and Operations exists to enhance the operational efficiency and effectiveness of University Communications and to cultivate a culture of curiosity, innovation, rugged flexibility, and productivity within the division that can drive continuous improvement and adaptability in response to challenges and opportunities.

Communications

Communications exists to support leadership voice in articulating the university’s values, priorities, aspirations and initiatives. We inform, influence, and engage employees, providing essential information and expressing UO’s brand as a great place to work, teach, and conduct research and connect students with success resources, opportunities, and experiences.

Digital Strategy

We create content and digital products guided by data-driven tactics and strategies. We lay the foundation for intuitive, branded, and focused user experiences that reinforce the University of Oregon's value, impact, and reputation.

Marketing and Brand Strategy

Marketing and Brand Strategy develops and deploys marketing strategies, campaigns, programs and creative products. We elevate, activate, and evolve the institution's brand, generate sources of revenue, and engage and delight audiences to advance the institution's mission.

News and Content

News and Content creates and delivers captivating, compelling, and accessible content about the University of Oregon. Through clear content strategy, and through owned and earned media, we demonstrate UO’s societal relevance and impact, elevate our research and academic reputation, illuminate the life of the UO community, and deepen connections with our constituents.