Office of the Vice Chancellor

Office of the Vice Chancellor

Services

Vice Chancellor for Marketing & Communication. This officer, Larry Lauer, reports to the Chancellor and sits on the Chancellor’s cabinet as the chief marketing strategist. He oversees the development of strategic marketing and communication plans and activities for the University. He is also responsible for overseeing the development of communications support and materials for student recruiting and fund raising; handling communications related to sensitive issues and crises; coordinating various community and city-related projects; working with the Chancellor’s staff on marketing and communications-related matters, and handling the University’s legislative relations.

Contact Information

TCU Box 297070
Fort Worth, TX 76129
817.257.7808

The Vice Chancellor oversees:

University Marketing

Marketing & Communication

 

Vice Chancellor Larry Lauer
Lauer, who also serves as Executive-in-Residence in the graduate program of the Schieffer School of Journalism, is the author of three books on integrated marketing in higher education and served as Executive Director of "The Commission on the Future of TCU," the University’s major strategic planning project in 2000-2001. He was the founding chairman of The Council for the Advancement and Support of Education’s (CASE) Advanced Seminar on Integrated Marketing in Higher Education, and chaired the inaugural CASE Summit for Advancement Leaders in 2006.
Read more.



University Marketing. Day-to-day marketing activities take place in departments in various divisions of the University. These include: undergraduate admissions, graduate admissions, communications, media relations, government relations, special events, extended education, athletics, advancement, student affairs programs, the bookstore, international programs, and more. However, the institution’s overall marketing priorities are set and major initiatives are coordinated through three levels of advisory and implementation groups. These advisory and coordination groups report directly to the Office of the Chancellor and are managed by the Vice Chancellor for Marketing & Communication.


TCU Marketing Advisory Board. This board has representation from all of the marketing-related departments in the University. It meets two or three times per year to identify marketing issues and recommends effective responses. The MAB also helps communicate the marketing program of the University to its constituents and works to get members of the campus community on the same page with respect to institutional message and positioning.


TCU Marketing & Communication Managers Group. This group translates the ideas of the advisory board into strategic implementation plans. Its members are the managers of the marketing & communication units. They (1) set overall marketing planning priorities, (2) review and approve specific target marketing initiatives, (3) oversee marketing research projects, and (4) oversee implementation.


TCU Marketing Action Teams. The Advisory Board can create specific action teams to help implement priority strategic marketing initiatives. These teams are small, and consist of experts in professional areas needed for activity implementation.


Administration Support Units. Ten administrative areas of activity report directly to the Vice Chancellor for Marketing & Communication, and they (1) support the work of the marketing advisory board, management group and action teams, and (2) manage the day-to-day communications and information activities of the University.


Marketing and communication. TCU is a major teaching and research university with the personalized atmosphere of a smaller college. It educates individuals to think and act as ethical leaders and responsible citizens in the global community. Our aim is to provide a world class, values-centered, university experience.


The Marketing & Communication division develops strategic plans and initiatives to help build the University’s reputation, recruit students and find resources. It seeks to communicate a better understanding of TCU’s strengths, character, mission and goals. It analyzes audiences, designs messages and selects media to support these objectives. The division operates much as an internal public relations and advertising agency, utilizing a creative team approach to marketing and communication problem solving.


Office of Communications. The Associate Vice Chancellor and staff of this office help units inside the University develop strategic communications and marketing plans, handle all news media relations, is responsible for internal communications, assists with various video production projects, and research advertising opportunities. The Associate Vice Chancellor sits on the Chancellor’s cabinet as communications and media relations counsel and is responsible for all operations when the Vice Chancellor is traveling.


Getting the word out — Information about faculty, staff and student achievements, projects and events should be sent to this office. All information must be complete and specific: names, descriptions, times, locations, name and phone number of contact person, and deadline information. Priority must be given to those items which support the University’s central message and goals. This office will consider and carry out communications activities directly with key audiences, not just news media contacts.


Handling sensitive issues and crisis — The Office of Communications will prepare a fact sheet for all issues relating to official University business which have public interest. The Vice Chancellor for Marketing & Communication, with the help of the Associate Vice Chancellor, will form a management committee when necessary, appoint spokespersons, and help them organize and prepare statements. The purpose is always to tell the truth and tell it quickly—and to be mindful of the public’s need to know, the University’s legitimate interests, other privacy considerations, and liability concerns.


Interviews with the press — On sensitive matters related to official University business, it is requested that faculty and staff work directly with the Associate Vice Chancellor and/or the Vice Chancellor for Marketing & Communication. On matters related to other day-to-day stories, faculty and staff are urged to cooperate with the news media and to return their calls promptly. Some faculty and staff will cultivate their own relationships due to the nature of their research or creative activity. Any contact, however should be coordinated with this office, so that the communications staff can help maximize exposure and be fully aware of news media activities.


News and events online — Recent news announcements, links to feature stories, an event calendar and general TCU information can all be easily accessed at www.tcu.edu. The news site and headlines are updated weekly, or more frequently, as news occurs. This site also will be a primary source of news and information during a crisis or emergency.


Internal communications — TCU This Week is the primary internal communications periodical. All news and information for it must be turned in to the Internal Communications Editor by noon on the Monday of the week prior to publication. TCU This Week is distributed each Monday. An additional publication, Inside TCU, is designed to reinforce the feeling of community between faculty and staff members through people-oriented features and profiles. It is published five times annually. Issues are mailed to faculty and staff members’ homes the first week of the month they are published. The deadline for submitting news and calendar items is one month before the publication date. All items for internal publications should be submitted via e-mail or on paper via campus mail. E-mail story ideas to news@tcu.edu.


Biographical data — Data cards and photos are maintained on faculty and high-profile staff. It is important to help keep these cards current since they are used when preparing communications materials and news stories.


Experts guide — Lists of topics and TCU experts are maintained by this office. They are sent to the news media as suggestions for quotes and interviews and to community organizations as possible speakers and programs. Often, faculty and staff are contacted directly as a result. These activities help promote TCU’s visibility and are a desired way of promoting public awareness of TCU’s community involvement.


Advertising — The University does a limited amount of institutional advertising. Most of it is placed in the community for visibility with targeted priority audiences. Some departments have advertising budgets and are urged to seek help here for developing messages and concepts. More at Office of Communications


Office of Editorial Services. The director and staff serve as the “University editor” and write, edit and/or review for accuracy and style all official publications and periodicals.


The TCU Magazine — This is the official magazine and is sent four times each year to alumni and other University constituents.


University catalogs — The online-only catalogs are updated annually.
More at Office of Editorial Services.


Office of Publications. The director and staff handle the design and print production management for all official University publications.


Budgeting — The printing of any publication not specifically listed in the central communications budget must be paid for by the ordering department. No charges are made, however, for design or management time. Cost estimates can be furnished for the purpose of departmental budgeting. No liabilities are assumed for cost overruns, which can happen in large-job printing.


Ordering — Work order forms must be filled out in full with deadline needs clearly indicated and agreed to by the Director of Publications. Please note that no job begins until all information is in hand, including final copy. This office handles more than 500 projects each year. Stationery, business cards and mailing labels are ordered directly from TCU Printing Services.


Copy writing — Final drafts can be submitted to the publications office on hard copy or on computer disk; in virtually any word processing program, Macintosh or PC. Copy writing assistance is available from the editorial services’ office as their time permits.


Quality standards — Publications designed for official off-campus distribution must conform to TCU Graphics Guidelines (see appendix): they must be designed by publications office approved graphics professionals, typeset or printed by a computer printer with resolution higher than 300 DPI, printed on appropriate paper stock, and utilize a consistent, high quality printing process (not electro-static).


Desk-top publishing — TCU guidelines urge that you avoid more than three type fonts on a piece, large solid or screened areas, type fonts smaller than nine points for laser output, elements that bleed off the page and cluttered designs. We suggest that you consult with the office of publications. More at Office of Publications.


Office of Community Projects. The Executive Director of Community Projects handles all official University events and other special community relations marketing and communication projects.


Events — Commencements, groundbreakings, dedications, convocations, special receptions, etc. are included. University schools, colleges and departments may request planning assistance on a time-available basis.


Projects — This office assists the Vice Chancellor for Marketing & Communication with community activities, such as neighborhood associations, special reports about community activities, etc.


The Faculty Center — This office manages the day-to-day activities of the center, including the scheduling of events. More at Office of Community Projects.


Church Relations. The director works to build strong relations with and support from the Disciples of Christ denomination and individual congregations. The office coordinates communications, and also participates in student recruiting and fund-raising activities related to the church and its constituents. More at Office of Church Relations.


Admission Communication & Marketing. The Admission Communication & Marketing director reports both to the Vice Chancellor for Marketing & Communication and the Dean of Admission. Responsibilities include (1) preparation, testing and evaluation of all admission marketing materials; (2) recruiting communication process planning and management; and (3) planning and implementation of special initiates to meeting specific goals. More at Office of Admission Marketing.


Legislative Relations. The Vice Chancellor for Marketing & Communication serves as the University’s government relation’s officer. This primarily involves working with Independent Colleges and Universities of Texas (ICUT) on state legislative relations and with the Mayor and city staff on Fort Worth relationship building projects. The University is not active in federal legislative relations, but is represented by its professional associations and by its grant’s administration office in matters related to research.


Crisis Communications and Issues Management. The Vice Chancellor and Associate Vice Chancellor for Marketing & Communication work directly with the Chancellor, other Vice Chancellors and others on developing plans and strategies for managing crises and handling sensitive issues. [ LINK TO WEB PAGE ]


Website Management. The Director of Website Management oversees the development of TCU’s presence on the Internet and consults with other university departments on the design and management of their Web sites. More at Office of Website Management.


Advancement Communications. The Senior Director of Advancement Communications develops the communications support strategies, plans tactics and materials for annual fundraising and comprehensive campaigns. Produces the online alumni e-newsletter. More at Office of Advancement Communications.


Commercial Promotions Involving TCU. The Office of Communications oversees advertising solicitation from off-campus firms for publications or products with the promise that the item will be distributed on campus to students and/or faculty and staff. TCU does not permit such distribution unless approval has been given by the Office of Marketing & Communication.


Commercially initiated publications or products (those planned and promoted by individuals or firms for commercial purposes) must be approved by the Office of Communications.


In addition, individuals or firms seeking permission to use the University name, its official seal or other TCU symbols (such as the Horned Frog) on a product for commercial purposes, should obtain prior approval from the Office of Publications. This includes give-away items containing commercial advertising for distribution on campus.


An advisory committee composed of representatives from the Division of Student Affairs, Alumni Affairs/Development, Athletics, University Store, Student Programming Council, and the Office of Marketing & Communication sets and interprets general policies and hears appeals.


Faculty Center. Located on the second floor of Dave Reed Hall, the Faculty Center is operated by the University as a service to TCU faculty and other university personnel whose positions would correspond to faculty status.


The Center is open daily, Monday through Friday, from 7:30 a.m. to 4 p.m. Coffee, tea and soft drinks are available. Lunch is served cafeteria-style each day that classes are in session. Small committee meetings are welcome, and tables can be reserved for special luncheon groups. The Center also is available for late afternoon, evening and weekend gatherings hosted by persons eligible to use the Center.


The Center is supervised by the Executive Director of Community Projects. Arrangements for special tables at lunch and all meetings must be made with the director.