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Creating connection through collaborative, integrated communications to boost the student engagement journey
Journal of Education Advancement & Marketing,
10
(1),
6-18
(2025)
Abstract
This paper examines an integrated marketing and communications model at Florida State University (FSU), USA, to help connect new students through a collaborative approach to promote campus offerings. FSU’s Undergraduate Student Experience Strategy (USES) Committee is comprised of various campus partners across the university whose main goal is connecting students to the services and resources that they offer. The model includes connecting with students through multiple points of contact, including artificial intelligence-infused personalised e-mail journeys, social media video clips featuring diverse student groups as well as various weekly promotions spanning the campus experience and offering resources. Through this unified, cross-divisional approach, campus partners collaborate to invigorate student engagement by regularly communicating information to help students succeed. Results presented indicate increased engagement and event participation, supporting a holistic view on student development and learning. Fostering a sense of belonging and increasing awareness of university offerings supports improving student success and retention rates and potential for continued connectedness after graduation. This paper offers several suggestions on how to create a multichannel, unified student success campaign that can be implemented across campuses and institutions of all sizes and compositions. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: student success; integrated marketing and communications; cross collaboration; student communications; engagement; retention; artificial intelligence personalisation
The full article is available to subscribers to the journal.
Author's Biography
Alice Maxwell serves as the Senior Director of Marketing and Communications at the Division of Student Affairs, Florida State University (FSU), where she leads student success communications initiatives. She is skilled in leading an award-winning creative team, managing multiple mission-focused marketing projects, developing and executing integrated marketing and communications campaigns, helping constituents adapt through change management, keeping colleagues informed and inspired through internal communications and growing awareness through public relations. Prior to arriving at FSU, in 2021, Alice worked as the Director of community college strategic communications, integrated marketing and change management.
Suzan Kurdak is the News and Public Affairs Specialist of Division of Student Affairs Marketing and Communications Office, Florida State University. She is a creative thinker with extensive writing experience from journalism to marketing and public relations. She is an award-winning author and communications professional who weaves authentic storytelling to build content and bolster culture.
Alycia Malicz is the Creative Director of the Division of Student Affairs Marketing and Communications Office. She is an innovative designer and a brand ambassador for higher education. She is masterful at professional problem solving and engages with the latest technology to explore best practises for adaption.
Emma Massaglia is the Web Development Strategist of the Division of Student Affairs Marketing and Communications Office and filled the role of social media manager at the start of the Hello FSU! campaign. She has worked in the communications field for over 10 years in social media management and strategic marketing positions that encompass content creation and design, copy editing, writing and website administration.
