University Advancement’s mission is to inspire and increase philanthropy for the University with strategies that develop and leverage a strong brand identity to bring value to all it serves.

This mission requires attending to evolving marketing and communications best practices in higher education. In doing so, University Advancement has reimagined its organizational structure to create two distinct and collaborative teams:

1. Department of University Brand Strategy and Marketing

This newly-established department is guided by the University Advancement Marketing Plan, which supports its donor-centered mission and the Fresno State Strategic Plan. For greater continuity and to better define and elevate the messaging of the University, the video, graphics and photography team, which previously reported to University Communications, is now concentrated within the marketing arm of the division. Responsibilities of this department include:

• Partner with strategic units, including the Office of the President, Athletics, Student Affairs, Fresno State Alumni Association, Development and other Advancement departments to achieve a cohesive external and internal voice in support of the University brand.
• Promote the University brand and initiatives through local, national and global marketing and advertising.
• Assist campus partners in coordinating strategic and compelling brand-aligned marketing plans and produce digital, print, graphic, video and photography content, with respect to capacity and institutional priorities.
• Support and help execute high-visibility University marketing projects.
• Facilitate external email marketing, newsletters and online event page management.

2. Department of University Communications

This team will continue to advance the Fresno State brand by producing, delivering and leveraging strategic and timely news content through traditional and social media channels to reach internal and external audiences. The roles of University Communications and University Brand Strategy and Marketing will be synergistic in supporting the mission of University Advancement. Responsibilities of this department include:

• Develop, execute, support and convey crisis communications plans.
• Partner with academic colleges and other campus units to develop cohesive and effective communication strategies consistent with the objectives of the Fresno State Strategic Plan.
• Advance the University’s image through shared news, storytelling and social media content.
• Build strong University relationships with media and provide media training to campus officials.
• Lead facilitator of media and public requests to ensure timely and accurate campus information.
• Write, edit and provide support to campus partners in developing news releases and advisories.
• Act as advisor, archivist and authority on historical matters of the University – including news, storytelling, events, policies, fact-checking, matters of sensitivity and lessons learned.
• Support campus communication efforts by pitching news to local and national media and distributing content on FresnoStateNews.com, Campus News e-newsletter, Fresno State Magazine and University social media.

For more information, contact these campus liaisons:

• University Advancement Division - Paula Castadio, Vice President for University Advancement (278.6050)
• University Brand Strategy and Marketing - Margarita Adona (278.8595)
• University Communications - Angel Langridge (278.2795)
• Logo Use Approval (print projects) - Bruce Whitworth (278.8595)
• Trademark Licensing - Clarence Chiong (278.4451)

View the University Advancement organizational chart [PDF]