The beacons are lit: Uniting marketing and web teams for a stronger digital realm

In the realm of higher education, digital communication often resembles the relationship between Rohan and Gondor in The Lord of the Rings — each team has its own strengths, challenges and responsibilities, yet both strive toward a common goal. Marketing communications and web maintenance teams, like these two great kingdoms, must find ways to collaborate effectively to ensure brand consistency, clear messaging and streamlined web management. Without proper coordination, academic colleges and departments may operate in silos, weakening the institution's digital presence much like Rohan and Gondor standing divided in the face of adversity.

• The divide Between Rohan and Gondor: Understanding the need for unified communications: How separate efforts in branding, marketing and web maintenance weaken institutional messaging. The importance of aligning priorities, goals and strategies to create a seamless digital experience. The consequences of fragmented web communication and inconsistent branding.
• Forging alliances: Establishing collaborative workflows: Identifying key stakeholders: Marketing (Gondor), web teams (Rohan) and departmental/college representatives (the Free Peoples). Best practices for open and positive communication between teams to prevent isolation. Setting clear expectations and responsibilities to ensure unity in messaging.
• The beacons of Gondor: Implementing a centralized web update process: Creating a central email address as a single point of contact for web updates. Developing an intake system that prioritizes urgent requests while maintaining routine updates. Training departmental liaisons to serve as communication bridges between teams. Establishing clear documentation for content submission and review.
• Standing together against the darkness: Strengthening collaboration between marketing communications and web maintenance: Ensuring marketing and web teams work in harmony to support branding efforts. Aligning website updates with broader institutional campaigns. Conducting regular strategy sessions to assess progress and adapt to new challenges.
• Tales of victory: Case studies and best practices: Real-world examples of successful collaboration at the university level. Common pitfalls and how to avoid them. Tools and technologies that facilitate effective communication and workflow management.

The session will conclude with an interactive discussion where you can share experiences, ask questions and strategize for your own institutions, ensuring that your colleges stand united, just as Rohan and Gondor did in their time of need.