Creating an Integrated Marketing Comms Strategy for a Research Center

I developed and managed an integrated marketing communications approach for a research center, connecting social media, email, web, print, video, events, campaigns, and external communications. THE CHALLENGE CVL communicates complex aging and neuroscience research to researchers, students, donors, community members, media, and the broader Dallas–Fort Worth community. With 11 faculty researchers, their labs and staff, 10 social media accounts, recurring events, and multiple digital platforms, communications needed to function as an integrated strategy rather than a collection of disconnected activities. THE APPROACH I developed and managed an integrated marketing communications system that connected channels, campaigns, events, content, and organizational priorities. My work included: ∘ Built a centralized marketing planner, project management system, and social media calendar to coordinate campaigns, events, content, deadlines, and communications across channels. ∘ Developed brand standards and reusable templates to create greater consistency across social media, presentations, promotional materials, and other communications. ∘ Audited existing communications and digital channels to identify gaps, inconsistencies, and opportunities to strengthen the Center's overall presence. ∘ Expanded CVL's social media presence by identifying and establishing additional channels aligned with audience and content needs. ∘ Created cross-channel campaign plans connecting social media, email, web, video, print, events, and external communications around shared objectives. ∘ Met with faculty, researchers, staff, and other stakeholders to understand communication needs, align priorities, and develop content and campaigns. ∘ Developed 3–5 integrated campaigns annually, coordinating messaging, assets, timelines, and distribution across channels. ∘ Planned communications for conferences, symposia, lectures, and special events, integrating event promotion with broader marketing efforts. ∘ Managed 4–5 external communications vendors and coordinated deliverables with internal priorities. ∘ Established accessibility practices across web, social, and multimedia communications. ∘ Developed content and visual assets across social, email, web, video, and print while maintaining consistency with the Center's brand. ∘ Supervised and mentored a Marketing & Social Media Student Assistant to support ongoing communications efforts. I also developed the visual identity and content strategy for the Center's podcast, Neuro Logic, supporting its transition from audio to video. Video episodes have reached 1,600+ views. RESULTS ∘ Communications system supporting 10 social media accounts and multiple digital and traditional channels. ∘ Ongoing strategic communications support for 11 faculty researchers, their labs, and staff. ∘ 3–5 integrated campaigns developed annually, connecting multiple channels around organizational priorities. ∘ Centralized planning tools and reusable brand systems established to improve consistency and coordination. ∘ Expanded social media presence to reach additional audiences and strengthen CVL's digital footprint. ∘ Podcast transitioned from audio to video, with episodes reaching 1,600+ views. ∘ Accessibility practices incorporated across digital communications. ∘ Student assistant supervised and mentored to expand communications capacity. WHAT I LEARNED Effective marketing communications are not built one post, graphic, or campaign at a time. They require a connected system that brings together people, content, channels, technology, brand, and organizational priorities. Building that system creates greater consistency, makes communications easier to manage, and allows individual campaigns and pieces of content to work toward broader organizational goals.