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Playbooks 

Practical guides to help you plan, create, and measure your marketing efforts

Academic Affairs Marketing (AAM) playbooks are designed to make communication simpler, more strategic, and more consistent across Academic Affairs. Each one offers practical tools, templates, and examples that help faculty, staff, and student communicators plan campaigns, create content, and evaluate outcomes. 

Built around higher-ed best practices and NAU’s brand standards, these playbooks help ensure that every message—no matter the platform—reflects the shared goal of supporting student success and retention. 

Actionable strategies, not just documentation

Each playbook is a working guide built for real use, covering every step from defining goals to reporting results. You’ll find frameworks and examples that help you: 

  • Define objectives and audiences for your campaigns 
  • Coordinate content across all platforms, from social media and email to print and in-person outreach
  • Apply NAU’s brand pillars, personality, voice and tone consistently
  • Track and report key metrics that matter most for retention and engagement 
  • Align efforts with Academic Affairs’ marketing and communications priorities 

Built to support collaboration and growth 

Playbooks are designed to be used across teams—whether you’re a marketing professional, faculty lead, or student ambassador. They’re best used at the start of a new initiative, during content planning, or when refining your approach mid-campaign. 

By following shared frameworks and goals, teams across Academic Affairs can communicate with consistency, measure impact effectively, and continuously improve the student experience through intentional, data-informed storytelling. 

Ready-to-use resources 

Each playbook is designed to meet a specific need—whether you’re launching a digital campaign, managing a social media presence, or refining your content strategy.

Playbooks

Digital marketing

A step-by-step guide to planning, creating, and evaluating content across digital platforms – including social media, including Key Performance Indicators (KPIs), templates, and audience insights. 

Marketing 101

A foundational guide to core marketing concepts in higher education, designed to build shared understanding around strategy, audiences, campaigns, channels, and brand alignment.

Visual assets

Guidance on planning, creating, and using visual assets that align with NAU and college brands, support accessibility standards, and strengthen consistency across marketing efforts.

Program promotion—coming soon

Guidance on planning and executing coordinated academic program promotion efforts using digital, traditional, and experiential marketing channels.

More playbooks are in development and will be added as new needs arise—each one grounded in data, collaboration, and NAU’s brand values.