Communications & Marketing
Profile
The Office of Communications & Marketing functions as
a strategic and tactical public relations and marketing
resource for the University at Albany.
Current budget:
FTE
SALARIES
TS/OTPS
21.0
$1,427.3M
$97.6K
$1,524.9M
21 FTE’s across three units: Marketing Services,
Communications, Digital & Social Media
Greatest Challenges
(Bag III)
• Making our website an efficient easily updateable
and effective communications and marketing tool,
one that reflects the integrity of the university
• Leveraging the use of social media in a meaningful
way so that Ualbany’s communications are relevant
to its target audiences
• As our unit shrinks, the demand to adopt to the
new web technologies and social media revolution
has never been greater.
 Mobile Technology as it relates to web site
 Less IT Support (3.5 FTE to 1.5 FTE)
 Establishing Communications Support for
Strategic Plan
Visitors
(not Visits)
Home Page
Visits vs Unique Visitors - External
Mobile Visits
Mobile Tablets Sales
iPad
Google Tablet
300,000 at launch
600,000 at launch
iPad
7.3 million in Quarter 1
15 million in nine months
iPad 2
(launch 3/11/11)
5.5 million in Quarter 1
(projected sales)
Top Pages – External Visits
What impression are we making
to 3.2 million visitors per year?
Updated MyUAlbany
Top Pages – External Visits
Top Majors – External Visitors
Findings



Business, Criminal Justice, Biology and Psychology - most clicked on majors for the
last five quarters
Math is new to the top majors list (Note: Math moved its website to the albany.edu
server September 2010)
Math and Computer Science replaced Communication and Music as top 10 majors
compared to Q409
Top Graduate Programs – External Visits
Findings
•
Baseline data - Graduate programs data new to albany.edu server
State of Online Video
Pew Internet & American Life
Project – June 2010
Collaborative Content
Development
User Generated Video contest
Advisement/Admissions/Acad.
Dept/Development
Academic Major Profile Videos
Improved Video Experience
The Present = Integrated Content
The Results
Allows for dedicated and
branded content in controlled
environment
Conclusion
• Reinvestments in communications and marketing
should take place in web development.
• Increased demand for digital assets
• As UAlbany begins implementing the Strategic
Plan there will be increased demand for
Communications and Marketing Support
Conclusion
• 10% Scenario - total cut of $152,400
– Loss of 3.00 FTE (From 21 to 18 FTE)
• 14% Scenario - total cut of $213.5K
– Loss of 4.2 FTE (From 21 to 16.8)
• 2% reinvestment would be allocated to hiring web
personnel