February 1, 2023


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University Relations modifications mirror importance of aligning communications | VTx

4 min read

Tracy Vosburgh has been named vice president of Communications and Promoting, reporting to President Tim Sands and Vice President Charlie Phlegar in a new part created to elevate, align, and combine advertising and communications get the job done throughout the college.

Vosburgh has served as Virginia Tech’s best communicator since 2015 when she joined the university as senior associate vice president for College Relations, reporting to Vice President of Development Charlie Phlegar. With this appointment, University Relations now will be recognised as Communications and Advertising and marketing and will continue being part of the Advancement Division.

Vosburgh’s new place was designed by Sands subsequent a in depth, campuswide review of communications and advertising that provided interviews with a lot more than 200 persons, together with deans, vice presidents, communications experts, and other vital stakeholders. The critique was executed by an outside firm.

“The assessment verified the achievements of our Improvement model and highlighted that College Relations is a substantial-carrying out, nicely-highly regarded staff produced up of communications and marketing specialists with deep techniques and encounters,” Sands explained. “It also exposed that our organizational model for communications – with some units reporting into College Relations and some not – can create inconsistencies. Elevating our chief communicator to a vice president, deepening the role as a cabinet-degree situation giving counsel to management, is an essential action in aligning communications campuswide with prime university priorities.”

Phlegar, who recruited Vosburgh to leave Cornell University to be part of his new Improvement leadership team at Virginia Tech, strongly endorsed Sands’ final decision to elevate her position.

“Virginia Tech has so many excellent stories to explain to. Our accomplishment in Development shows the electrical power of aligned communications,” Phlegar explained. “Clear messaging and a strong manufacturer have hardly ever been much more crucial. Increasing our most effective techniques throughout campus will aid us fulfill our strategic goals and elevate our profile as a person of the nation’s top research universities.”

In her new job, Vosburgh is charged to build a five-year campuswide communications and marketing prepare that will convey equally the internally targeted and externally specific communications into alignment. She will also direct an implementation crew commissioned by Sands and Phlegar to apply results and recommendations of the report endorsed by the president. The group will include senior leaders from colleges and models throughout campus.

Tips in the report consist of:

  • Aligning campus communicators through organizational dual reporting traces with fiscal duty shared by the units and Communications and Advertising. This would consist of a new, immediate reporting line to Communications and Marketing and advertising for the lead communicators throughout other university leadership regions.
  • Leveraging this newly aligned interaction framework to increase clarity and alignment among internal and external communications.
  • Delivering school deans the discretion to make a decision if their senior communicator should report instantly to the dean or the college’s chief advancement officer, with the purpose of making certain college or university communications that fulfill the demands of Improvement and, additional broadly, the college or university and the university.
  • Building a senior position inside Communications and Advertising to offer more shared central aid to colleges and models, thereby maximizing available resources in an successful fashion.

All through her time at Virginia Tech, Vosburgh established and led an integrated communications operation that supports Development aims and aligns to presidential priorities.

“Our brand recognition, college status, engagement, and fundraising achievement have all marked new degrees of achievement each individual yr, underneath Charlie’s management, the energy of aligned communications and advertising and marketing is obvious. The divisions of Human Methods and Progression have established a typical and model that can be leveraged throughout the university,” explained Vosburgh. “We have a great deal of get the job done forward. I’m energized by the prospective of this new model and glance ahead to partaking with colleagues throughout campus as we create the program and evaluate our alignment, insurance policies, strategies, and resources to satisfy the needs of campus.”

Less than Vosburgh’s leadership, College Relations has:

  • Refreshed the Virginia Tech brand.
  • Introduced VTx, a new world-wide-web existence and a video clip platform.
  • Established a Media Relations staff that served aid more than 5,000 top rated-tier media mentions previous yr, a 100 p.c maximize from 2017-18.
  • Released an yearly Point out of the University handle to elevate presidential priorities.
  • Expanded the central university’s social media staff and created a social media policy (Plan 1030) for campus.
  • Introduced the brand name and supported communications for an 18-month extensive celebration of the university’s Sesquicentennial
  • Supporting crucial priorities this sort of as achieving 40 per cent representation of underrepresented minority pupils (Pell-qualified, 1st era, and veterans) in the getting into course by 2022.
  • Led a campuswide COVID communications crew to elevate crucial messages to learners and employees.
  • Launched the Boundless Affect Marketing campaign.
  • Attained the 22 p.c participation goal established by the president in 2016 as a member of the Progression Integrated staff.

Prior to coming to Virginia Tech, Vosburgh served as associate vice president of college communications at Cornell College and held broadcast administration positions at Penn State Public Broadcasting, ABC/Kane Productions, Nationwide Geographic Modern society, and McNeil/Lehrer NewsHour.

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