{"id":19406,"date":"2024-03-07T11:19:19","date_gmt":"2024-03-07T16:19:19","guid":{"rendered":"https:\/\/www.rochester.edu\/communications\/?page_id=19406"},"modified":"2026-06-30T17:03:13","modified_gmt":"2026-06-30T21:03:13","slug":"vision","status":"publish","type":"page","link":"https:\/\/www.rochester.edu\/communications\/about\/vision\/","title":{"rendered":"Vision"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":6,"featured_media":0,"parent":246,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":"","_members_access_role":[],"_members_access_error":""},"class_list":["post-19406","page","type-page","status-publish","hentry"],"acf":{"lead_in":"","display_title":"Vision and goals","subtitle":"","call_to_action":"","hero_image_placement":"no_image","hero_media":"images","hero_pattern_option":"","hero_video":"","hero_image_landing":"","hero_image_landing_two":"","hero_image_landing_three":"","content_modules":[{"acf_fc_layout":"text","anchor":"","css_class":"mt-0 pt-10 title-line t-below t-yellow","title":"<h2>Our vision guides our work<\/h2>","content":"<div style=\"position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden;\">\r\n\r\n<iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/QFbuSxs9j0M?si=XHE8mLIISZiQH1fj\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">&nbsp;\r\n\r\n<\/iframe>\r\n\r\n<\/div>\r\n&nbsp;\r\n\r\nThe vision of the Office of Marketing and Communications is to <strong>inspire audiences near and far to connect and engage with the University<\/strong>.\r\n\r\n\u201cWe will create a narrative that enhances the University\u2019s reputation as a trusted and influential institution which, within the evolving landscape of higher education, is more important than ever.\u201d\r\n\r\nLearn more from Page Hetzel, the University\u2019s first VP for marketing and communications, about the vision and future of our office in the video above.","background_color":"#ffffff","width":"width-medium"},{"acf_fc_layout":"text","anchor":"","css_class":"pb-15","title":"<h2><strong>Transformation: New name, new capabilities, new leadership<\/strong><\/h2>","content":"In addition to our <a href=\"https:\/\/www.rochester.edu\/communications\/work\/\">existing areas of expertise in communications<\/a>, we\u2019re adding a <a href=\"https:\/\/www.rochester.edu\/communications\/work\/marketing\/\">new marketing function<\/a> to the office, setting us up to successfully carry out our mission to inspire, connect, and engage.\r\n\r\nWe're being led by the University's <a href=\"https:\/\/www.rochester.edu\/communications\/about\/leadership\/\">first VP for marketing and communications<\/a>, who joined Rochester in late 2023.\r\n\r\nThis culminates in the new name for our office: <strong>University Marketing and Communications<\/strong>.","background_color":"#f4f4f4","width":"width-medium"},{"acf_fc_layout":"text","anchor":"","css_class":"infographic pt-30","title":"<h3 style=\"text-align: center;\"><strong>Shifting our focus and approach<\/strong><\/h3>","content":"<p style=\"text-align: center;\">We\u2019re changing more than our name. We\u2019re also reimagining what we do and how we do it.<\/p>\r\n[su_row][su_column size=\"2\/5\" center=\"no\" class=\"white\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Internal<\/strong><\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"1\/6\" center=\"no\" class=\"arrow\"]\r\n<p style=\"text-align: center;\">[icon name=\"right-long\" prefix=\"fas\"]<\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"2\/5\" center=\"no\" class=\"yellow\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Internal and External<\/strong><\/p>\r\n[\/su_column][\/su_row]\r\n\r\n[su_row][su_column size=\"2\/5\" center=\"no\" class=\"white\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Regional<\/strong><\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"1\/6\" center=\"no\" class=\"arrow\"]\r\n<p style=\"text-align: center;\">[icon name=\"right-long\" prefix=\"fas\"]<\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"2\/5\" center=\"no\" class=\"yellow\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>National and Global<\/strong><\/p>\r\n[\/su_column][\/su_row]\r\n\r\n[su_row][su_column size=\"2\/5\" center=\"no\" class=\"white\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Functional<\/strong><\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"1\/6\" center=\"no\" class=\"arrow\"]\r\n<p style=\"text-align: center;\">[icon name=\"right-long\" prefix=\"fas\"]<\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"2\/5\" center=\"no\" class=\"yellow\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Audience-centric<\/strong><\/p>\r\n[\/su_column][\/su_row]\r\n\r\n[su_row][su_column size=\"2\/5\" center=\"no\" class=\"white\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Siloed<\/strong><\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"1\/6\" center=\"no\" class=\"arrow\"]\r\n<p style=\"text-align: center;\">[icon name=\"right-long\" prefix=\"fas\"]<\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"2\/5\" center=\"no\" class=\"yellow\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Matrixed<\/strong><\/p>\r\n[\/su_column][\/su_row]\r\n\r\n[su_row][su_column size=\"2\/5\" center=\"no\" class=\"white\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Reactive<\/strong><\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"1\/6\" center=\"no\" class=\"arrow\"]\r\n<p style=\"text-align: center;\">[icon name=\"right-long\" prefix=\"fas\"]<\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"2\/5\" center=\"no\" class=\"yellow\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Proactive<\/strong><\/p>\r\n[\/su_column][\/su_row]\r\n\r\n[su_row][su_column size=\"2\/5\" center=\"no\" class=\"white\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Service Provider<\/strong><\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"1\/6\" center=\"no\" class=\"arrow\"]\r\n<p style=\"text-align: center;\">[icon name=\"right-long\" prefix=\"fas\"]<\/p>\r\n[\/su_column]\r\n\r\n[su_column size=\"2\/5\" center=\"no\" class=\"yellow\"]\r\n<p class=\"u-card-title\" style=\"text-align: center;\"><strong>Strategic Enabler<\/strong><\/p>\r\n[\/su_column][\/su_row]","background_color":"#f4f4f4","width":"width-medium"},{"acf_fc_layout":"accordion_new","anchor_id":"","classes":"","title":"<h2><strong>Our goals and roadmap<\/strong><\/h2>","description":"Our office has two main goals:\r\n<ol>\r\n \t<li>Lead institutional marketing and communications efforts<\/li>\r\n \t<li>Create a unified network of communicators<\/li>\r\n<\/ol>\r\nEach of these goals has detailed plans in place to achieve success\u2014all with our vision at the forefront.","background":"plain","background_color":"#ffffff","style":"row_blank","expand":"no","accordions":[{"acf_fc_layout":"title","sub_heading":"Goal #1: Lead institutional marketing and communications efforts"},{"acf_fc_layout":"accordion","accordion_title":"Marketing","icon":"","row_content":"We\u2019re building a <a href=\"https:\/\/www.rochester.edu\/communications\/work\/marketing\/\">marketing function<\/a> that significantly increases the awareness and perceptions of the brand.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Strategic communications","icon":"","row_content":"We\u2019re creating a strategic communications function that codifies an internal message framework and guides large-scale integrated projects.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Digital ecosystem","icon":"","row_content":"We\u2019re creating a <a href=\"https:\/\/www.rochester.edu\/communications\/work\/digital-strategy\/\">digital ecosystem<\/a> (web, social, email, search) that reaches and engages internal and external audiences, as well as builds affinity.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Content strategy","icon":"","row_content":"We\u2019re forming a content strategy and team to create multimedia stories that showcase our research, student experiences, and <a href=\"https:\/\/www.rochester.edu\/communications\/work\/news\/\">news<\/a>.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Social media","icon":"","row_content":"We\u2019re expanding the use of <a href=\"https:\/\/www.rochester.edu\/communications\/work\/social-media\/\">social media<\/a> by developing channel-specific strategies and advanced sentiment tracking.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Public affairs and executive communications","icon":"","row_content":"We\u2019re transforming <a href=\"https:\/\/www.rochester.edu\/communications\/work\/media-relations\/\">public affairs<\/a> and <a href=\"https:\/\/www.rochester.edu\/communications\/work\/leadership-communications\/\">executive communications<\/a> to be more proactive while tightening reactive efforts.","accordion_anchor":""},{"acf_fc_layout":"title","sub_heading":"Goal #2: Create a unified network of communicators"},{"acf_fc_layout":"accordion","accordion_title":"Ecosystem of professionals","icon":"","row_content":"We\u2019re building an ecosystem of marketing and communications professionals across the University that is unified and high-functioning.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Business partnerships","icon":"","row_content":"We\u2019re creating a program to connect with business partners that increases collaboration and better prioritization of efforts.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Shared services model","icon":"","row_content":"We\u2019re defining the role of the central team, and creating a shared services model that efficiently provides resources for the right work at the University.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Processes and workflows","icon":"","row_content":"We\u2019re developing new business processes that will enable the team to become a proactive, matrixed, results-driven organization.","accordion_anchor":""},{"acf_fc_layout":"accordion","accordion_title":"Training and development","icon":"","row_content":"We\u2019re investing in individual and team development and training to become a high-performance organization.","accordion_anchor":""}]},{"acf_fc_layout":"card_grid","anchor":"","css_class":"max-text-center","title":"<h2 style=\"text-align: center;\"><strong>Learn more about our office<\/strong><\/h2>","description":"","background_color":"#f4f4f4","width":"width-large","columns":"3","cards":[{"card_title":"<p class=\"u-card-title\" style=\"text-align: center;\">Meet the VP for marketing and communications<\/p>","card_text":"","card_background_color":"#FFFFFF","card_hover_color":"#283faf","card_link":{"title":"Leadership","url":"https:\/\/www.rochester.edu\/communications\/about\/leadership\/","target":""},"card_hover_arrow":"hover_arrow","card_image":"","card_image_size":"","card_image_placement":"","card_image_hover_state":"hover_fade","card_image_link":""},{"card_title":"<p class=\"u-card-title\" style=\"text-align: center;\">Check out our full team<\/p>","card_text":"","card_background_color":"#FFFFFF","card_hover_color":"#283faf","card_link":{"title":"Meet the team","url":"https:\/\/www.rochester.edu\/communications\/about\/team\/","target":""},"card_hover_arrow":"hover_arrow","card_image":"","card_image_size":"","card_image_placement":"","card_image_hover_state":"hover_fade","card_image_link":""},{"card_title":"<p class=\"u-card-title\" style=\"text-align: center;\">Explore our areas of expertise<\/p>","card_text":"","card_background_color":"#FFFFFF","card_hover_color":"#283faf","card_link":{"title":"Our Work","url":"https:\/\/www.rochester.edu\/communications\/work\/","target":""},"card_hover_arrow":"hover_arrow","card_image":"","card_image_size":"","card_image_placement":"","card_image_hover_state":"hover_fade","card_image_link":""}]}]},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Our Vision - University Marketing and Communications - 糖心传媒<\/title>\n<meta name=\"description\" content=\"Hear from Page Hetzel, VP for Marketing and Communications, and understand our office\u2019s priorities, goals, and roadmap.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rochester.edu\/communications\/about\/vision\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Our Vision - University Marketing and Communications - 糖心传媒\" \/>\n<meta property=\"og:description\" content=\"Hear from Page Hetzel, VP for Marketing and Communications, and understand our office\u2019s priorities, goals, and roadmap.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rochester.edu\/communications\/about\/vision\/\" \/>\n<meta property=\"og:site_name\" content=\"University Marketing and Communications\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-30T21:03:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.rochester.edu\/communications\/wp-content\/uploads\/2025\/10\/URochester-Link-Preview-Marcom-ImageRight.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/about\\\/vision\\\/\",\"url\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/about\\\/vision\\\/\",\"name\":\"Our Vision - University Marketing and Communications - 糖心传媒\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/#website\"},\"datePublished\":\"2024-03-07T16:19:19+00:00\",\"dateModified\":\"2026-06-30T21:03:13+00:00\",\"description\":\"Hear from Page Hetzel, VP for Marketing and Communications, and understand our office\u2019s priorities, goals, and roadmap.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/about\\\/vision\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/about\\\/vision\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/about\\\/vision\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"About\",\"item\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/about\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Vision\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/#website\",\"url\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/\",\"name\":\"University Marketing and Communications\",\"description\":\"糖心传媒\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/#organization\",\"name\":\"University Marketing and Communications\",\"url\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/university-communications.jpg\",\"contentUrl\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/university-communications.jpg\",\"width\":1200,\"height\":630,\"caption\":\"University Marketing and Communications\"},\"image\":{\"@id\":\"https:\\\/\\\/www.rochester.edu\\\/communications\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Our Vision - University Marketing and Communications - 糖心传媒","description":"Hear from Page Hetzel, VP for Marketing and Communications, and understand our office\u2019s priorities, goals, and roadmap.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.rochester.edu\/communications\/about\/vision\/","og_locale":"en_US","og_type":"article","og_title":"Our Vision - University Marketing and Communications - 糖心传媒","og_description":"Hear from Page Hetzel, VP for Marketing and Communications, and understand our office\u2019s priorities, goals, and roadmap.","og_url":"https:\/\/www.rochester.edu\/communications\/about\/vision\/","og_site_name":"University Marketing and Communications","article_modified_time":"2026-06-30T21:03:13+00:00","og_image":[{"url":"https:\/\/www.rochester.edu\/communications\/wp-content\/uploads\/2025\/10\/URochester-Link-Preview-Marcom-ImageRight.png","width":1200,"height":630,"type":"image\/png"}],"twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.rochester.edu\/communications\/about\/vision\/","url":"https:\/\/www.rochester.edu\/communications\/about\/vision\/","name":"Our Vision - University Marketing and Communications - 糖心传媒","isPartOf":{"@id":"https:\/\/www.rochester.edu\/communications\/#website"},"datePublished":"2024-03-07T16:19:19+00:00","dateModified":"2026-06-30T21:03:13+00:00","description":"Hear from Page Hetzel, VP for Marketing and Communications, and understand our office\u2019s priorities, goals, and roadmap.","breadcrumb":{"@id":"https:\/\/www.rochester.edu\/communications\/about\/vision\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.rochester.edu\/communications\/about\/vision\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.rochester.edu\/communications\/about\/vision\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.rochester.edu\/communications\/"},{"@type":"ListItem","position":2,"name":"About","item":"https:\/\/www.rochester.edu\/communications\/about\/"},{"@type":"ListItem","position":3,"name":"Vision"}]},{"@type":"WebSite","@id":"https:\/\/www.rochester.edu\/communications\/#website","url":"https:\/\/www.rochester.edu\/communications\/","name":"University Marketing and Communications","description":"糖心传媒","publisher":{"@id":"https:\/\/www.rochester.edu\/communications\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.rochester.edu\/communications\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.rochester.edu\/communications\/#organization","name":"University Marketing and Communications","url":"https:\/\/www.rochester.edu\/communications\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.rochester.edu\/communications\/#\/schema\/logo\/image\/","url":"https:\/\/www.rochester.edu\/communications\/wp-content\/uploads\/2023\/03\/university-communications.jpg","contentUrl":"https:\/\/www.rochester.edu\/communications\/wp-content\/uploads\/2023\/03\/university-communications.jpg","width":1200,"height":630,"caption":"University Marketing and Communications"},"image":{"@id":"https:\/\/www.rochester.edu\/communications\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/pages\/19406","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/comments?post=19406"}],"version-history":[{"count":53,"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/pages\/19406\/revisions"}],"predecessor-version":[{"id":34772,"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/pages\/19406\/revisions\/34772"}],"up":[{"embeddable":true,"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/pages\/246"}],"wp:attachment":[{"href":"https:\/\/www.rochester.edu\/communications\/wp-json\/wp\/v2\/media?parent=19406"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}