Penn State Mark

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Marketing and Branding

and managing
Penn State's
brand and

University Marketing and Advertising, one of the first university marketing departments in the country, is research driven and takes a strategic approach to positioning Penn State. The department, which is charged with strengthening and managing Penn State's brand and increasing brand awareness, is made up of six functional areas: administration, advertising, creative, digital, engagement, and research.

Through the work of integrated teams, University Marketing and Advertising is responsible for managing Penn State's marketing strategy across multiple platforms, channels, and locations, and acts as a central resource for the marketing professionals throughout the University on the use of the brand.

Our office oversees the University Graphic Identity System, including the use of marks and individual unit identities as well as maintaining visual and editorial standards.

Marketing Research and Evaluation

University Marketing is charged with evaluating the success and effectiveness of its marketing campaigns and initiatives.

Marketing runs primary research, which provides data and guides planning, giving strategic direction to University-wide marketing and advertising efforts, including the evaluation of the effectiveness of those efforts.


The engagement area connects the hundreds of communications professionals across the University and facilitates brand integration through the MarCom Network, to ensure that marketing materials are in line with the brand and institutional priorities.

The Associate Vice President for Strategic Communications chairs three marketing councils that bring together important voices throughout the institution in order to clarify goals and unify messaging: University Marketing Council (UMC), Philadelphia Branding Council, and Pittsburgh Marketing Council.


This area oversees advertising for the University: developing media plans to meet strategic goals, managing media buys, producing commercials for University initiatives, and coordinating major University-wide advertising campaigns.

The advertising area collaborates with creative and digital teams to develop marketing materials, consults with campuses and colleges regarding marketing initiatives, and reviews all advertising contracts for the University.

Creative Services

The creative area sets the tone for University promotional materials through content strategy, graphic design, message development, and photography.

The team develops online and print materials that convey the Penn State brand for University Marketing initiatives and advertising campaigns. Creative has a key role in maintaining content and design for the University's website (, and team members act as design and editorial consultants to individual University marketing units, as needed.


The digital area develops brand strategies for online, commercial, and broadcast outlets, including video for digital channels and the University's web presence. This team also implements University-wide analytics and web analysis.

In partnership with Information Technology (IT), University Marketing led the process of refocusing the Penn State web presence ( from internal to external audiences and it continues as an ongoing effort across the marketing department. The collaborative, volunteer-based approach for the initiative has carried over to the redesign of the websites of Penn State's twenty undergraduate campuses.

Penn State Film Office

The Penn State Film Commissioner manages national branding opportunities through television and film production, name mentions, and product placement. The office reviews and approves film requests as well as Big Ten Network (BTN) non-sports programming.

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