Building a brand and telling a story in perpetual crisis : launching a sustainable archives marketing strategy

The American Heritage Center at the University of Wyoming began serious efforts to launch a marketing strategy in 2016, just as the University was hard-hit by a significant funding deficit. The marketing committee was tasked with modernizing and leading marketing ef- forts. Their focus was incentivizing faculty and staff colleagues to participate in the creation of effective marketing content through social media and other channels. Despite low work- place morale, unfilled positions, University instability, and turnover on the committee itself, the American Heritage Center has implemented a new marketing structure while working with limited financial and human resources.