Institutional Communications Scope of Work

Institutional Communications is the central marketing and communication team for the University of West Florida. The team’s focus is on building awareness, increasing visibility and enhancing support and affinity for the institution.


The Institutional Communications Scope of Work is a direct extension of the University’s annual strategic plan and goals and includes key priorities established by University Administration.

Primary: Core Functions

  1. Institutional Branding and Visibility
    1. Brand management
    2. Institutional branding campaigns
    3. Publicity and media relations
    4. Institutional social media
    5. Crisis communications/Issue management
    6. Web design and structure
    7. Web quality and accessibility management
    8. Web content (top tier pages)
    9. Creative/communication strategy and implementation
    10. Advertising and media placement
    11. Institutional publications
    12. Major University events and initiatives

  2. Institutional and Presidential Goals/Priorities
    1. Presidential goals
    2. Board of Governors projects
    3. Major retention initiatives
    4. Next Big Thing initiatives
    5. Programs of distinction/excellence
    6. Key academic programs

  3. Executive Leadership Communications
    1. Executive leadership branding
    2. Presidential and Provost communications
    3. Operational reporting to boards
    4. Viewpoints, reports, presentations
    5. Board of Governors communications

  4. Externally-Focused Divisional Communications
    1. Development and fundraising
    2. Alumni Relations
    3. Student recruitment
    4. Athletics
    5. Historic Trust and Pensacola Museum of Art

Secondary: Advisory and Support Functions

  1. Advisory Services to Communication Liaisons and Academic Communicators
    1. Consulting for major projects
    2. Guidance (vendors, brand compliance, web accessibility, etc.)
    3. Professional development opportunities
    4. Training

  2. Campus Communications Support and Brand Management
    1. Brand protocols, policies and procedures
    2. Brand asset development and management
    3. Web content system management and functionality