Brand Strategy and Marketing
Telling our digital story.
Carefully craft an online presence that attracts the best and brightest students and employees, nurtures relationships with alumni and donors, and emphasizes our commitment to the community.
Fresno State’s online presence needs the same care, strategy and dedication as its physical infrastructure. We must look through the lens of our audience to engage, inform and inspire people to take action. As such, the following are Fresno State’s core values for its web and digital presence.
An audience-first approach to Fresno State’s digital presence is a natural extension of the University’s commitment to the community and student success, which is outlined in the University’s strategic plan.
All content we develop on digital channels should be catered to the audience we’re trying to reach. Is it faculty? Students? Donors? Digital content should be based on primary audience needs, enabling users to find desired information and complete intended actions quickly. Adapting to Fresno State’s various digital audiences improves perceptions of the University and strengthens its brand.
Target audiences at Fresno State include:
- Prospective Students
- Athletics Fans
- Central Valley Community
- State, National and International Audience
- Corporate Partners
- Peer Institutions
Effective University communications maintain a consistent experience across platforms. This means:
- Official Fresno State websites and digital communications must conform to University standards for branding.
- Digital communications should align with Fresno State’s larger strategic goals, conveying student-centeredness, academic distinction, diversity and inclusion, and community engagement.
Web Accessibility and Privacy Protection
Access to information is a basic human right. At Fresno State, web accessibility ensures we are providing equal services and information to people of varying abilities, ages and backgrounds. It’s also a legal requirement per:
- The Americans with Disabilities Act of 1990 (ADA) and Section 504 of the Rehabilitation Act of 1973 (504), which require that qualified individuals be provided equal access to programs, services, and activities.
- The CSU policy statement on accessibility as articulated in Executive Order 926, which states: It is the policy of the CSU to make information technology resources and services accessible to all CSU students, faculty, staff and the general public regardless of disability.
Fresno State’s digital communications should meet or exceed standards and best practices for accessibility, security and protection of personal data and identity. To best serve all audiences, user-centered design principles should be implemented in all digital communications. Additionally, all Fresno State digital content should be optimized for:
- Tablets and smartphones/mobile devices
- Various modern browsers and versions
- Various connectivity speeds
Who Does What
University Brand Strategy and Marketing focuses on design, digital content strategy, copy and narrative. This department is responsible for:
- Campus Home Page
- Campus Map
- Campus Directory
- Fresno State’s donation and crowdfunding websites
- Fresno State’s Brand Style Guide
- Fresno State’s email marketing/e-newsletter presence
University Communications focuses on delivering information in a timely manner. This department is responsible for:
- Campus News
- Online Catalog
- Fresno State News
- Fresno State Magazine
- Fresno State’s social media presence
Technology Services provides web support, training, back-end programming, content assistance, web accessibility and analytics for all Fresno State web pages. To learn more or to submit a work order, visit the Technology Services website.
Digital Stats and Trends
- Users spend on average 69% of their media time on smartphones.
- 62% of teens are most influenced to enroll in a university based on its website.
- More than half of emails are opened on mobile devices.
- 88% of of 18–29 year olds use Facebook; 59% use Instagram.