Guilford has launched a strategic marketing and communications initiative aligned with Envisioning Guilford College 2027 with new messaging informed by the “Guilford Why” exercise conducted with members of the campus and external communities in 2023-24.

Michael Cottingham, a Greensboro-based marketing consultant, drafted a Marketing & Communications Strategic Plan after having extensive conversations with Guilfordians over the past several months. A Campus Marketing & Communications Committee was established to help guide plan implementation.

The plan and the committee are key resources for the College's Communications & Marketing team, led by Vice President Ty Buckner. Other team members are Robert Bell ’11, Michael Crouch ’10 and ’12, LaToya Marsh and Aziz Peregrino-Brimah. Ady Franken ’24 is the Presidential Fellow working with the team.

Marketing & Communications Plan

The plan is designed to achieve measurable improvements in student recruitment and retention and fundraising outcomes through a collaborative and cross-departmental strategy. We strive to enhance internal alignment and engage external stakeholders effectively.

This strategic approach will establish the “Guilford Why” as a compelling narrative and strengthen the college’s position as a leader in transformative education within the community and beyond. This plan also establishes collaborative goals, KPIs, and data tracking and reporting.

Many of the tactics will have supporting plans and templates. The creation of supporting plans will allow the Communications & Marketing Office to create a long-term foundation for completing its work, as each plan can be revisited and adjusted annually. 

The plan has several objectives:

• Build and strengthen brand awareness across internal and external audiences. 
• Develop enhanced data tracking and reporting of KPIs and ROI. 
• Increase student recruitment and retention through targeted engagement strategies. 
• Enhance alumni giving and fundraising effectiveness. 
• Improve overall communication and coordination across departments and stakeholders. 
• Establish Guilford College as a thought leader in higher education. 

In the early phase of committee work and plan implementation, we are focused on three foundational goals: creating the Marketing & Communications Committee, launching updated brand positioning and messaging and enhancing and aligning data tracking and evaluation.

Committee Members

In addition to the Communications & Marketing staff and Fellow, members of the committee, representing areas across campus, are: 

Danny Gatling, Vice President of Advancement and Alumni Relations
Steve Mencarini, Associate Vice President of Student Enrollment Management & Retention
Meredeth Summers, Chief of Staff
Maria Rosales, Provost
Erickia Elbert, Director of Human Resources & Payroll
Ashley Raper, Special Assistant to the President
Erica Tate, Senior Director, Financial Planning and Workday Operations
Brenda Swearingin, Clerk of Faculty
Jeff Bradsher, Strategic Initiatives Advisor
Taleisha Bowen '05, Chair of Staff Council
Bryce Johnson, Director of Athletic Communications
Jacob Mitchell '25, Student Body President

Also serving on the committee are account managers Ethan Rossi of EAB and Clark Gafke of Lead Philanthropy, who provide support services to the College in the areas of enrollment and philanthropy.