The Office of Strategic Communication is UW–Madison’s central marketing and communications division. We tell the university’s story across channels, including institutional websites, brand campaigns, and social media. We also serve as the main connection point for communications partners across campus and for news media and other external stakeholders.
Our shared purpose
The Office of Strategic Communication was established in 2023 to align the university’s operations across the areas of content strategy, brand strategy, and public affairs and institutional communications.
Our mission
To advance and protect the reputation of UW–Madison.
Our goal
To articulate a vision for marketing and communications that advances UW–Madison’s reputation — across the state, nationally, and internationally — and inspires internal communications partners across the organization.
Our areas of focus
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Content Strategy
What we do
Collaboratively guide and implement strategies to develop and share meaningful stories about the university to build awareness of UW–Madison’s impact. Content strategy is led by Kelly Tyrrell.
Content Strategy Planning and Process
Plan, facilitate, and inform collaborative work between teams, from a holistic perspective, to enable effective storytelling and foster a content strategy approach that incorporates institutional voice and brand. Meet the content strategy planning and process team.
Earned Media and Media Relations
Build awareness of UW–Madison’s impact through meaningful storytelling, guided by a media relations strategy that strengthens institutional reputation. Meet the earned media and media relations team.
Marketing Communications
Engage external audiences and drive action through comprehensive communication strategies, including campaign planning, content production, and multichannel promotion. Meet the marketing communications team.
Social Media
Connect with internal and external audiences by sharing engaging campus content through our institutional channels, including meaningful stories and information, to serve the university’s strategic goals and priorities and by guiding and supporting institutional social media strategy across campus. Meet the social media team.
Brand Strategy
What we do
Lead campus in the marketing, digital, and creative expression and stewardship of the UW brand. Brand strategy is led by Tricia Nolan.
Creative Strategy
Creatively express and steward the UW brand through strategy, planning, design, and visual communications. Meet the creative strategy team.
Digital Strategy
Creatively express and steward the UW brand through digital strategy, platforms, and analytics. Meet the digital strategy team.
Public Affairs and Institutional Communications
What we do
Develop proactive and reactive communications to manage issues, crises, and emergencies, along with strategies to positively influence institutional reputation through targeted messaging to internal and external stakeholders. Public affairs and institutional communications is led by John Lucas.
Crisis Communications and Issues Management
Create effective messaging to key stakeholders during crises, emergencies, and campus issues – all with the goal of positively influencing the reputation of the university. Meet the crisis communications and issues management team.
Executive Communications
Create effective communications platforms for the chancellor and other senior campus leaders to deliver the right messages to the right audiences at the right times to advance campus strategic priorities. Meet the executive communications team.
Internal Communications
Create a robust set of communications tools to both inform and engage the campus workforce and inspire employees to serve as advocates on behalf of the institution. Meet the internal communications team.