George Mason University
The Client
The Marketing and Communications team at George Mason University’s College of Visual and Performing Arts supports not only the academic programs of the College but also the two distinct on-campus performing arts venues, the Center for the Arts and the Hylton Performing Arts Center.
The Need
As the remit of the team had expanded and in acknowledgement that internal marketing practices needed to be keeping up with industry standards, the Director of Marketing and Communications sought an objective assessment of the marketing team’s operations and focus. The assessment would deliver proposed team structure and processes that would allow for the most effective and efficient support of the brands within the Department’s purview.
The Process
The consulting team undertook:
a comprehensive review of marketing plans and budgets, as well as job descriptions and salaries
a series of confidential interviews with internal stakeholders and individual team members, to gain a complete understanding of the team structure, as well as any underlying concerns and opportunities to optimize
The Result
We recommended a new team structure which:
clarified campaign oversight through dedicated brand teams
formalized an internal agency model incorporating design and web services
increased support for centralized data insights to inform strategy
built on the strengths that already existed within the team
clarified responsibilities and processes both within the team and to the external stakeholders the department serves
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