The Marketing and Communications Office works closely with departments such as Admissions, the Graduate School, and Continuing Professional Studies to develop appropriate brand-related marketing campaigns. In addition, the Marketing and Communications Office markets the college through a comprehensive brand campaign that is implemented throughout the year, in addition to “call to action” campaigns for open houses, Summer Session, and other information sessions. To ensure consistent and accurate information, all paid advertising on behalf of Buffalo State College must be developed, designed, and placed in cooperation with the Marketing and Communications Office. The office has established higher education discounts and contacts in the industry and has access to multiple media channels. Departments or divisions are restricted from developing, producing, and purchasing advertising on their own. The Marketing and Communications Office will work with areas to achieve needed goals and objectives.
Departments are urged to carefully consider their audience and objectives before considering an advertising campaign or single ad expenditure. Mass media advertising (metropolitan newspapers, radio, television, outdoor billboards, search engine marketing) is expensive. Ads placed in these mediums must be repeated many times, enhancing frequency, in order to make any meaningful impact on a target audience.
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