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PEAK Marcom Update

May 2025

The current PEAK approach for marketing communications is changing in response to PEAK implementation feedback, the needs of units and a new vision for marketing communications (marcom) at the University.

University Marketing Communications Evolution

University Marketing Communications is evolving into a university-wide, integrated marketing communications function. This evolution is fully aligned with the PEAK principles of consistency, equity, and compliance; and is rooted in shared accountability and responsibility to advancing the University’s priorities. Marketing Communications leadership will continue to partner with the PEAK office to bring this new way of working to life. 

Nothing is changing overnight, and University Marketing Communications is committed to building this new model collaboratively, working with campus, college, and unit leaders, as well as their marketing communications leads. More details about this process will be shared soon. 

PEAK Marketing Communications Changes for All Phases

The current PEAK approach for marketing communications is changing in response to feedback, and learnings through the process and the needs of our academic and administrative units. Thank you to our Phase 1 & 2 partners who have been collaborative partners on this journey.

Many units with gaps in marcom capacity see great value in common goods services. Units with more existing marcom capacity saw less benefit in centralization, and due to the fragmented nature of many marcom roles, staff transitions severely reduced capacity for remaining unit-level work. 

University Marketing Communications will continue to provide common good services to campuses, colleges and units who need support in achieving strategic goals. Here is a summary of key changes:

  • Campuses, colleges and units will have the option to do their work locally or in partnership with University Marketing Communications. Work like web development is not required to be performed centrally.
  • No staff will move to the central team.
    • Staff who moved centrally during Phase 1 will remain in University Marketing Communications.
  • Marcom will not engage with PEAK Phase 3 & 4 units through the planned HR & Finance PEAK project implementation schedule but will be on a different timeline. 

This new approach will enable those who have resources to continue doing work locally. Those who don’t can be fully supported by the existing central Marketing Communications team. Any additional hiring will not be tied to PEAK implementation.

Common good services are not going away. These services will continue to be available to those who need them. 

What's Next

More information will be shared in the coming weeks regarding our process and timing for building toward an integrated marketing communication function.