{"id":118315,"date":"2026-03-05T17:06:53","date_gmt":"2026-03-05T23:06:53","guid":{"rendered":"https:\/\/uwm.edu\/marcomm\/?page_id=118315"},"modified":"2026-04-02T11:05:46","modified_gmt":"2026-04-02T16:05:46","slug":"how-marcomm-prioritizes-projects","status":"publish","type":"page","link":"https:\/\/uwm.edu\/marcomm\/policies\/how-marcomm-prioritizes-projects\/","title":{"rendered":"How MarComm Prioritizes Projects"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-purpose\">Purpose<\/h2>\n\n\n\n<p>To align&nbsp;MarComm\u2019s resources with institutional priorities while ensuring work is strategic,&nbsp;impactful&nbsp;and responsibly executed in partnership with campus units.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-1-annual-commitments-automatic-priority-nbsp\"><strong>STEP 1: Annual Commitments (Automatic Priority)&nbsp;<\/strong><\/h2>\n\n\n\n<p>These projects are completed first and not subject to scoring. They:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Support the chancellor\u2019s office&nbsp;<\/li>\n\n\n\n<li>Serve the entire university&nbsp;<\/li>\n\n\n\n<li>Are required annually<\/li>\n\n\n\n<li>Protect institutional brand and reputation&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>These projects define our baseline capacity each year.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-2-weighted-scoring-model-nbsp\"><strong>STEP 2: Weighted Scoring Model&nbsp;<\/strong><\/h2>\n\n\n\n<p>All other projects are evaluated across&nbsp;the following&nbsp;six dimensions:&nbsp;<\/p>\n\n\n\n<figure class=\"uwm-c-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Dimension<\/strong>&nbsp;<\/td><td><strong>Weight<\/strong><\/td><\/tr><tr><td>Institutional Goal Alignment&nbsp;<\/td><td>30%&nbsp;<\/td><\/tr><tr><td>Scope of Impact&nbsp;<\/td><td>15%&nbsp;<\/td><\/tr><tr><td>Unit&nbsp;Type&nbsp;Priority&nbsp;<\/td><td>15%&nbsp;<\/td><\/tr><tr><td>Project Type (Scope, Impact &amp; Required Expertise)&nbsp;<\/td><td>15%&nbsp;<\/td><\/tr><tr><td>Strategic&nbsp;Value&nbsp;<\/td><td>15%&nbsp;<\/td><\/tr><tr><td>Partnership Quality&nbsp;<\/td><td>10%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-institutional-goal-alignment-30-nbsp\"><strong>Institutional Goal Alignment (30%)&nbsp;<\/strong><\/h3>\n\n\n\n<figure class=\"uwm-c-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Goal<\/strong><\/td><td><strong>Score<\/strong><\/td><\/tr><tr><td>Enrollment &amp; Student Success<\/td><td>4<\/td><\/tr><tr><td>Reputation &amp; Media Relations&nbsp;<\/td><td>4<\/td><\/tr><tr><td>Fundraising<\/td><td>3<\/td><\/tr><tr><td>Research<\/td><td>3<\/td><\/tr><tr><td>Community Engagement&nbsp;<\/td><td>2<\/td><\/tr><tr><td>Operational\/Administrative&nbsp;<\/td><td>1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Note:&nbsp;Enrollment work that highlights research&nbsp;remains&nbsp;categorized as&nbsp;enrollment when the primary&nbsp;objective&nbsp;is student growth.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-scope-of-impact-15\"><strong>Scope of Impact (15%)<\/strong><\/h3>\n\n\n\n<figure class=\"uwm-c-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Scope<\/strong><\/td><td><strong>Score<\/strong><\/td><\/tr><tr><td>Entire University&nbsp;<\/td><td>3<\/td><\/tr><tr><td>Multiple Units<\/td><td>2<\/td><\/tr><tr><td>Single Unit<\/td><td>1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>This ensures&nbsp;that limited&nbsp;resources are deployed in a manner that maximizes impact.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-unit-type-priority-15\"><strong>Unit Type Priority (15%)<\/strong><\/h3>\n\n\n\n<figure class=\"uwm-c-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Unit Type<\/strong>&nbsp;<\/td><td><strong>Score<\/strong><\/td><\/tr><tr><td>Admissions Units (Undergraduate Admissions, Graduate School, CIE)&nbsp;<\/td><td>3<\/td><\/tr><tr><td>College- and School-level Requests&nbsp;&nbsp;<\/td><td>2<\/td><\/tr><tr><td>Program-level Requests&nbsp;<\/td><td>1<\/td><\/tr><tr><td>Administrative\/Support Units&nbsp;<\/td><td>1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Note: This reflects enrollment and revenue impact, not intrinsic importance.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-scope-impact-amp-required-expertise-15\"><strong>Scope, Impact &amp; Required Expertise (15%)<\/strong><\/h3>\n\n\n\n<figure class=\"uwm-c-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Project Type<\/strong>&nbsp;<\/td><td><strong>Score<\/strong><\/td><\/tr><tr><td>High-impact initiative requiring specialized design, digital, strategy or multimedia expertise (e.g.,&nbsp;advertising campaign management, full asset suite redesign,&nbsp;video production)<\/td><td>3<\/td><\/tr><tr><td>Moderate complexity requiring professional expertise (e.g., web page build, paid social campaign, traditional ad buying)<\/td><td>2<\/td><\/tr><tr><td>Low complexity or template-based updates (e.g., text edits on web page, single flyer creation or update, marketing email (Emma) build)<\/td><td>1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>This ensures that high-skill, high-impact work is prioritized over work that can be handled through templates or decentralized resources.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-strategic-leverage-15\"><strong>Strategic Leverage (15%)<\/strong><\/h3>\n\n\n\n<figure class=\"uwm-c-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Strategic Value<\/strong>&nbsp;<\/td><td><strong>Score<\/strong><\/td><\/tr><tr><td>Creates reusable assets, strengthens brand platform, improves search\/AI visibility or supports multiple initiatives<\/td><td>2<\/td><\/tr><tr><td>Primarily one-time\/tactical<\/td><td>1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>This&nbsp;also&nbsp;ensures&nbsp;that limited&nbsp;resources are deployed in a manner that maximizes impact.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-dherence-to-best-practices-10\">A<strong>dherence to Best Practices (10%)<\/strong><\/h3>\n\n\n\n<figure class=\"uwm-c-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Consistency in Following Best Practices<\/strong><\/td><td><strong>Score<\/strong><\/td><\/tr><tr><td>Requesting&nbsp;unit consistently&nbsp;demonstrates&nbsp;an&nbsp;ability to fulfill project commitments on schedule.&nbsp;&nbsp;<\/td><td>2<\/td><\/tr><tr><td>Unit&nbsp;sometimes&nbsp;fulfill project commitments on schedule.&nbsp;<\/td><td>1<\/td><\/tr><tr><td>Unit&nbsp;has repeatedly failed to&nbsp;fulfill project commitments on schedule.&nbsp;<\/td><td>0<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>This rewards strong partnership and shared accountability.&nbsp;<\/p>\n\n\n\n<p>Note:&nbsp;Project commitments include&nbsp;such things as&nbsp;completing and updating creative briefs, using UTMs on URLs to track advertising impact,&nbsp;and following up on leads to&nbsp;convert&nbsp;them to applicants.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-decisions-are-made\"><strong>How Decisions Are Made<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Annual commitments&nbsp;will be scheduled&nbsp;first.&nbsp;<\/li>\n\n\n\n<li>Remaining projects&nbsp;will be scored&nbsp;using the model.&nbsp;<\/li>\n\n\n\n<li>Highest-scoring projects will be scheduled within available capacity.&nbsp;<\/li>\n\n\n\n<li>Requesters with lower-scoring projects&nbsp;will be:&nbsp;\n<ul class=\"wp-block-list\">\n<li>Directed to templates\/toolkits as appropriate&nbsp;<\/li>\n\n\n\n<li>Have the&nbsp;option&nbsp;to work with a freelancer or agency&nbsp;<\/li>\n\n\n\n<li>For design projects specifically, units&nbsp;also&nbsp;may be referred to Print &amp; Copy, which has some design capacity&nbsp;available.&nbsp;<\/li>\n\n\n\n<li>Be able to defer&nbsp;their project&nbsp;until&nbsp;MarComm&nbsp;has capacity. We will create a waiting list for this.&nbsp;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Purpose To align&nbsp;MarComm\u2019s resources with institutional priorities while ensuring work is strategic,&nbsp;impactful&nbsp;and responsibly executed in partnership with campus units.&nbsp; STEP 1: Annual Commitments (Automatic Priority)&nbsp; These projects are completed first and not subject to scoring. They: These projects define our &hellip;<\/p>\n","protected":false},"author":486,"featured_media":0,"parent":54,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":"","uwm_wg_additional_authors":[]},"class_list":["post-118315","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marketing &amp; Communications<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uwm.edu\/marcomm\/policies\/how-marcomm-prioritizes-projects\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How MarComm Prioritizes Projects\" \/>\n<meta property=\"og:description\" content=\"Purpose To align&nbsp;MarComm\u2019s resources with institutional priorities while ensuring work is strategic,&nbsp;impactful&nbsp;and responsibly executed in partnership with campus units.&nbsp; STEP 1: Annual Commitments (Automatic Priority)&nbsp; These projects are completed first and not subject to scoring. 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