Vision Statement
We will work to foster a culture of unity across the 91成人 system from the inside out. We will honor the critical role each faculty, staff and administrator plays in this dynamic organization, and stress through communications and actions that we are a community united in purpose, in Mission and in service to our students. We will inspire the 91成人 community to act collaboratively, listen actively and value the perspective of every member. In doing so, we will act as One Word, working together to present ourselves as a unified institution.
Strategic Goals
- Foster the spirit and language of One Word
- Grow understanding of our system across our system
- Elevate university reputation and image among internal and external stakeholders and foster brand advocacy
- Clearly express 91成人’sunique culture and unifying Mission in ways that resonate with diverse audiences
Guiding Principles
Invitation
Encounter
Storytelling
Key Outcomes
Increase Communications Across 91成人 Campuses and Communities in the U.S. and Mexico

- Creation of a U.S.-Mexico Communications Task Force composed of communications leaders representing campuses and divisions from 91成人's campuses in San Antonio, Mexico City and Irapuato
- Greater collaboration led to a better understanding of communications priorities across campuses
- Content sharing and cross-posting with an emphasis on shared values, service, and expressions of Mission
- Collaborative
Improved Institutional Fluency Among Internal and Internal-Adjacent Audiences

- Wide adoption of “One Word” across all campuses, divisions, and purposes such as fundraising
- Broad understanding of "One Word" as a cohesive community and unified institution
- Stronger understanding of university breadth across internal stakeholders as well as alumni, benefactors, community partners
More Cohesive Visual Identity

- Published a Visual Style Guide aligning standards across offices, divisions and efforts resulting in reduced visual brand fragmentation
- All programs encompassed in a brand narrative that elevates and distinguishes the university
Strategic Media Approach

- Strategic engagement of media to tell 91成人 story
- Customized variations of core narratives emphasizes strategic university growth
- Positioning in media emphasizing , , and reinforcing 91成人 distinctiveness
Storytelling Emphasizes Common Bond

- Storytelling centers Mission
- Owned media invites audience in and promotes encounter through storytelling
- Multi-year grant through Netvue funding storytelling around our institutional saga, culminating in the university's 150th anniversary in 2031