* Marketing and Communications Department: This is often the primary driver. Within this department, specific individuals or teams might handle different aspects, including:
* Marketing Directors/Managers: Oversee strategy, budget, and overall campaign execution.
* Advertising Specialists/Managers: Handle the creation, placement, and tracking of ads.
* Public Relations Specialists: Focus on media outreach and building the college's reputation.
* Digital Marketing Specialists: Manage online advertising and social media campaigns.
* Graphic Designers: Create visual elements for ads.
* Copywriters: Write ad copy.
* Admissions Office: While not directly creating the ads, the admissions office heavily influences the messaging and target audience. They often provide input on the content and approve the final product.
* President's Office/Provost's Office: High-level administrators may be involved in approving major advertising campaigns, particularly those with significant budgets or strategic implications.
* External Advertising Agencies: Larger colleges and universities often contract with external agencies for specialized expertise in advertising strategy, creative development, and media buying.
* Individual Schools/Colleges (within a University): In large universities with multiple colleges or schools (e.g., a College of Engineering, College of Arts and Sciences), individual schools may manage their own smaller-scale advertising efforts in addition to university-wide campaigns.
In short, it's a collaborative effort with the marketing and communications department playing the central role, guided by the admissions office and overseen by senior administrators. External agencies may be involved for specific projects.