From Silos to System: Connecting Digital Communications in Higher Education
Helping a private college coordinate its website, campaigns, internal communications, and reporting.
Each channel had its own approach
Different departments managed the website, social media, email, and internal communications platforms. Their routines had developed independently.
Prospective students struggled to navigate admissions information. Internal platforms were difficult to keep current, and leadership needed a clearer view of communications results across departments.
Building on what teams already did
The staff had managed their own communications for years. I needed to understand what was working for them as well as where they were running into difficulty.
As part of the communications team, I worked with enrollment, academic leadership, marketing, and administrative staff on changes that supported their daily work and the college’s goals.
How I approached it
The key decisionI started from what teams were already doing and made that work easier, instead of introducing new tools.
What I ruled outNew platforms and one-off campaigns. The goal was a system staff could maintain without heavy vendor support.
- ListenMeet with enrollment, academic leadership, marketing, and administrative teams.
- PlanSet voice and tone, and tie editorial calendars to the academic and admissions cycles.
- SimplifyStreamline navigation, page models, and publishing workflows.
- MeasureCombine reporting and train staff to use it in planning.
What I did
I helped develop voice and tone guidance, campaign plans tied to the academic and admissions calendars, and editorial calendars covering campus life, academics, and enrollment. I also supported leadership messaging.
On the website and internal platforms, I reviewed navigation, page structures, and upkeep. The work included page models for academic programs and admissions, assigned content responsibilities, and simpler publishing steps. We wanted staff to manage routine changes with less dependence on vendors.
I brought website analytics, email results, and campaign tracking into a shared reporting approach. I created reports for leadership and departments and trained staff to use them in planning discussions.
What changed
Admissions information became easier to navigate, messaging was more consistent, and staff could update the website with fewer delays.
Shared reports gave teams a way to plan and assess their communications together.