Leadership
Driving Strategic Growth for the College of Architecture + Planning
Summary
The mission of the College of Architecture + Planning is to nurture a culture of discovery, design and innovation in our designed world rooted in an ethic of care, community and commitment.
Our efforts will be the spark for positive transformation in our designed world to promote the health and well-being of our society and environment through research, community engagement and educational experiences shaped to nurture the agile, inventive minds necessary to address global challenges that are yet unknown.
The College of Architecture + Planning at the University of Utah is a community of award-winning and highly recognized set of faculty, entrepreneurial students and supportive staff who together create a creative community unlike any other.
Structurally, the College is made up of the School of Architecture, the Department of City and Metropolitan Planning and the Multidisciplinary Design program.
Involvement
This work with the College was to formulate the connection between our leadership’s vision to target audiences in a meaningful way. My role was to thread the new Dean’s altruistic, ethical vision for the college with the recruitment through an Integrated Marketing Communications plan and execution targeted to address the key performance indicators of the college.
strategic communication
Developed first college strategic communication plan for AY 2016-2017 for the College of Architecture + Planning
accreditation
Coordinated the 2016 NCARB visiting accreditation team visit; earned a full eight-year accreditation as a result
community engagement
Produced the college-wide Career Fair event with a 150% increase in participating architecture and planning firms
integrated communication
Created an Integrated Communications Plan for the College of Architecture + Planning that includes a Competitive Communication Analysis, Consumer Analysis, Objectives/Strategies/Tactics, Creative Brief, and Evaluation Plan. Immediately applied findings to strengthen and support recruitment efforts of the college.
strategic recruitment
Designed a Visual Strategic Recruitment Plan for the college that indicates marketing activities across all channels as well as corresponding timelines and analytics.
event production
Produced a Career Fair event with a 150% increase in participating architecture and city planning firms by executing earlier, more frequent outreach and sharing site maps with detailed logistics to ensure successful technology available for participants.
“Ashley has been a bright light, always bringing an uplifting spirit to every conversation. Our bold, collective vision, I believe, has rung true for her and the College has truly benefited from her contributions.
Let us not forget, that when she arrived, we had a dysfunctional website, little social media presence and, most quantifiable, a dwindling interest in our amazing programs by applying students. Today, applications have surged at the undergraduate level, and this year, have now grown at the graduate level. Yes, ours is an exciting story to tell, but let’s not overlook that we have had the privilege of a great storyteller… This speaks to the recognition of her amazing work in spreading the word of our College and has led us to be the fastest growing College on campus.”
—
Keith Diaz Moore, Ph.D., AIA, WELL AP
Dean, College of Architecture + Planning
Interim Chief Sustainability Officer (iCSO)
2019
