Promoting: Department Value Promises and Major, Minor, 4+1, Certificate and Concentration Programs

CAS uses a range of recruitment and promotional tactics to communicate department value propositions and promote undergraduate majors, minors, 4+1 programs, certificates and concentrations. This guidance will help departments determine which tactics are appropriate for each type of academic offering.

CAS OPERATIONS

Services Model
Communications

 

CAS uses a range of recruitment and promotional tactics to communicate department value propositions and promote undergraduate majors, minors, 4+1 programs, certificates and concentrations. This guidance will help departments determine which tactics are appropriate for each type of academic offering.

CAS follows a digital-first strategy. Before an academic offering is promoted through print, events or other channels, accurate and current information must be available on the appropriate website.

Before you begin

Department value propositions and undergraduate programs are promoted primarily through:

1. One-on-one outreach and events
2. UD Major Finder
3. Department and CAS websites

Once information is accurate and aligned across these channels, departments may consider print materials when they serve a clear strategic purpose.

Departments should work with CAS Communications and CAS Undergraduate Enrollment Management to ensure information is accurate, current and consistent across channels. Abby Molen​​​​ and Kajsa Haracz also manage and produce college-wide recruitment resources.

Recommended digital tactics

When promoting a department’s value proposition or an academic program, departments should use a coordinated mix of outreach and digital communications. Each effort should be planned strategically and aligned with college and University priorities to create a clear, cohesive experience for prospective and current students.

Before beginning a promotional effort, work with Abby Molen to identify relevant departments, programs, student populations and campus partners. This coordinated approach can help information reach the students most likely to benefit from the academic offering.
 

1. Add the program to relevant CAS web pages

Work with CAS Enrollment Management and CAS Communications to determine whether the program should be added to an existing CAS web page.
 

2. Review UD Major Finder opportunities

Determine whether the program should be listed or referenced in UD Major Finder.

Minors, 4+1 programs, certificates and concentrations may not have standalone Major Finder pages, but they may be featured as related opportunities on applicable major pages.
 

3. Share information with relevant departments

Send faculty and staff in related departments concise information about the program and a link to its official web page. Ask them to share the information with students:

• During class

• Through Canvas

• In department newsletters

• Through advising communications

• At relevant events

Provide partners with approved language or a link to the official program web page rather than asking them to distribute a flyer.
 

4. Email CAS academic advisors

Provide CAS academic advisors with a brief description of the program, an explanation of which students may benefit and a link to the official web page.

Advisors can help identify and inform students for whom the program may be a strong academic fit.
 

Printed materials

Use printed materials selectively and only when they serve a clear strategic purpose. Consider the following guidance when developing flyers, posters, rack cards or curriculum guides.
 

Flyers and posters

Printed flyers and posters may be appropriate for display in:

• Department offices

• Advising areas

• Classrooms

• Academic buildings

• Relevant events

Flyers may be printed and displayed, but digital flyer files should not be distributed through email or social media.

For digital channels, share accessible web page content, approved language and a link to the official program page rather than attaching or posting a flyer.
 

Rack cards

Rack cards are half-sheet handouts designed to communicate a clear value proposition by answering this question:

Why study this subject at the University of Delaware?

Rack cards are NOT intended to serve as detailed curriculum summaries or comprehensive program guides, or to share why someone should study x vs y–regardless of school. The rack card should feature the most exciting highlights of your program such as research centers, unique hands-on learning experiences, or industry connections–the value promise.

The audience for these resources is students, in some cases prospective but also current students looking to add or change a major.
 

Rack card requests

Request	Recommendation
New rack card	No
Update to an existing rack card	Yes; if there is a budget and distribution plans.
Update to rack cards created before 2020.	Should not exist as this is a new tactic

[Rack card template]
 

Curriculum guides

Curriculum guides are one-page resources designed primarily for admitted students. They provide an overview of required coursework and highlight other department-specific features.

These guides may also support current students who are considering changing majors or adding an academic enhancement.

Curriculum guides:

• Should be distributed at Admitted Student events
• Should not be distributed at Blue & Golden events
• Must be printed for distribution
• Must not be produced solely as downloadable or electronically distributed PDFs
• Must follow current UD and CAS brand standards
   

Curriculum guide requests

Request	Recommendation
New curriculum guide	No
Update to an existing curriculum guide	Yes; if there is a budget and distribution plans.
Update materials created before 2020	No; only if the information is still correct

[Curriculum guide template]

 

How to move forward

First, talk to Abby Molen (ajmolen@udel.edu) and plan the department's strategy.

Then, submit a CAS Communications project request for assistance with:

• Website content
• Program messaging
• Social media strategy
• Printed promotional materials
• Updates to existing recruitment materials

[CAS Communications project request form]
 

Questions?

For questions about undergraduate recruitment audiences, enrollment strategy or relevant campus partners, contact Abby Molen at ajmolen@udel.edu.

For guidance on communications and promotional strategy and tactics, contact Kajsa Haracz at kharacz@udel.edu.
 

Related Information

Promoting individual courses - Best Practices for Promoting CAS Courses