About

TRICIA BORCHERDING

Dynamic marketing and communications executive with over 21 years of experience leading web design, content strategy, brand development, digital innovation, and multimedia campaigns that drive measurable growth and elevate institutional reputation. Adept at unifying creative, digital, and operational initiatives into clear strategies that support enrollment, advancement, and academic priorities. Highly skilled in project management, with expertise in planning, resourcing, risk mitigation, and delivering complex, multi-stakeholder initiatives on time and within budget. Demonstrated success in guiding diverse teams, forging productive vendor relationships, and overseeing large-scale campaigns with proven ROI, including multi-million-dollar advertising initiatives that achieved significant enrollment gains. Recognized for managing inclusive, high-performing employees; developing accessible, user-centered digital platforms; and delivering award-winning creative solutions. Trusted advisor to senior leadership with a record of translating complex goals into clear, compelling marketing initiatives that strengthen engagement across diverse audiences.

HIGHLIGHTS 

  • Creator and manager of multi-million dollar advertising campaigns with strong ROI, which led to a 6.5% enrollment growth and increased engagement.
  • Expert in quality control and strictly adhering to brand standards. This includes working with vendors to ensure that the exact CMYK for U-M blue was consistent regardless of the machines printing the items.
  • A technical expert who has devised and structured accessible and inclusive university websites and intranets.
  • Strong leader who has managed people and complex projects in higher education, is deadline-oriented, and multitasks with exceptional organizational skills.
  • Created the first Digital Asset Collection (DAC) system for UM-Flint and Stamps to store and access all digital images.
  • Transitioned over 130 websites from Drupal to WordPress within nine months. 
  • Built two different intranets for two different U-M units that required intense collaboration with multiple units, project management, and strong organizational strategies to help users access information easily. 
  • Creative director on advertising campaigns, photography, video sessions, and website design.
  • Chief brand officer for the University of Michigan-Flint, overseeing all aspects of brand and identity for the university.
  • Known collaborator with units across the University of Michigan and the regional campuses, with expertise in graphic and web design and digital asset management systems.
  • Oversaw employee hiring and management while providing mentorship and professional development. 
  • Oversaw dramatic growth of website traffic through strategic digital advertising initiatives. 
  • Award-winning graphic designer for university work and work in the non-profit sector. 
  • Managed executive leadership communications and maintained a high level of professionalism and confidentiality.

EDUCATION

BACHELOR OF FINE ARTS • 2001
Emphasis in Graphic Design
Saginaw Valley State University • Saginaw, MI

AREAS OF EXPERTISE:
WordPress, Google Analytics, Search Engine Optimization, Google Console, Google Ads, project management leading complex digital marketing campaigns, web design, UX experience, design for accessibility, student recruitment publications and campaigns, executive communications and annual reports, capital campaign branding and collateral, brand experience collateral, apparel design, and university-wide template system.

TOOLS UTILIZED:
WordPress, Craft Content Management System, Drupal Content Management System, Accessibility Tools (WAVE, ace Monitor, Web Disability Simulator, Color Contrast Analyzer, HeadingsMap, Stylus), WCAG version 2.1, level AA, Adobe Creative Suite, Figma, Canva, Google Workspace, MS Office Suite, Asana, Zoom Conferencing, Marq (formerly Lucidpress), Basecamp, MailChimp, Widen, Salesforce, Photo Mechanic, Google Analytics, Google Console, Google Ads.

PROFESSIONAL EXPERIENCE

PENNY W. STAMPS SCHOOL OF ART & DESIGN, Ann Arbor, MI
Associate Director of Web & Graphic Design
Office of Communications & Marketing — 01/2023 to Present

  • Created the first Digital Asset Collection (DAC) system for Stamps to store and access all digital images.
  • Led the creation of the first Stamps Intranet, working collaboratively across the school on revising content, creating a navigation structure, and developing new tools such as tables and dashboards to create an environment that is user-friendly, ADA-compliant, and evolving to meet the needs of faculty, staff, and students.
  • Created and implemented marketing materials across Stamps, including brochures, signage, digital marketing materials, social media collateral, branded event materials, special projects for the Dean, and other projects. 
  • Writes and edits internal communications, including the Stamps Weekly, Stamps Connection, and other digital communications.
  • Implemented SEO content writing principles for website content. 
  • Implemented accessibility guidelines for all digital and print collateral and platforms to ensure inclusivity for all audiences.
  • Established a system for supporting student exhibitions at Stamps through collaborative graphic design.
  • In collaboration with the Stamps Facilities Team, developed new wayfinding signage incorporating accessible design principles. 
  • Implemented a system for overseeing all creative work for the department, which included a new process for project and content submissions.
  • Completely reorganized and relaunched the Mailchimp email system by developing templates, processes, and accessibility guidelines, which have become the primary communication tool for internal and external constituents.
  • Manages and approves all branded material to ensure adherence to university brand standards. 
  • Oversees the collection of photographic images for Stamps, including providing creative direction on all professional photo shoots at the school.
  • Managed student graphic designers, which included mentoring and educating them on graphic and printing best practices.

UNIVERSITY OF MICHIGAN-FLINT, Flint, MI
Web Designer Senior/Interim Director of Marketing & Communications
Office of Marketing & Communications — 01/2004 to 01/2023

  • Created and managed a multi-million dollar marketing plan for the university, including but not limited to print, web,  e-communications, TV, including cable networks, social media, and SEO search. Over a three-year timeframe, this campaign led to a 6.5% enrollment growth and increased engagement.
  • Managed five full-time employees, including a graphic designer, content manager, administrative assistant, and freelance writer. 
  • Tracked the performance of marketing campaigns and social reach and adjusted campaigns to meet institutional goals using information from Google Analytics and reports from vendors. 
  • Managed and maintained the entire university website and intranet’s content, representing more than 130 departments across the enterprise. This included editing and transitioning the content for over 130 websites from Drupal to WordPress within nine months, plus rewriting and developing navigation. 
  • Managed Basecamp project management system for the entire department, including the Admissions Office.
  • Chief brand officer for the University of Michigan-Flint, overseeing all aspects of brand and identity for the university and providing creative direction through cohesive graphic design with adherence to the brand standards of the University of Michigan. 
  • Managed and approved all branded material, including leading two branding redesigns based on extensive research by marketing firms (Educational Marketing Group and Maguire Associates), which required engaging every department on campus through developing a comprehensive brand toolkit. 
  • Developed organizational systems for managing department marketing and communications requests.
  • Project management leadership on branding, creative projects, and special assignments for the university.
  • Was a lead participant in major marketing research initiatives that informed university positioning and branding to help achieve institutional goals. This included working with a team and external firms to develop research questions, identify target audiences, and work with focus groups. This work was done with various firms over 15 years, including Carnegie, Educational Marketing Group, and Maguire & Associates. 
  • Created award-winning print & digital collateral, including major recruitment pieces and executive leadership presentation documents. These pieces also included annual reports, commencement, accreditation materials, alumni magazines, and leadership inauguration materials. 
  • Led the design of multiple capital campaigns for the Flint campus, which included developing print and event collateral for fundraising initiatives. Related to this work was designing a donor wall for the new College of Innovation & Technology based on a periodic table design and creating a suite of annual giving mailings to help launch the campaign. 
  • Managed executive leadership email communications and projects. 
  • Implemented and maintained the university’s graphic design template system, allowing departments to easily create a variety of print collateral that was efficient and economical. 
  • Served on numerous campus committees, including but not limited to the Salesforce implementation, WordPress Implementation, Commencement, and All Hazards Committee, which included deploying all emergency messages through the website, social, and email.
  • Oversaw the collection of photographic images for the university and maintained the university’s digital asset management system.
  • Worked with the ITS team on three website redesign initiatives over 15 years. This meant learning and using the content management systems Drupal and WordPress, collaborating with 130 departments across the school on content organization and migration, and developing the overall design for each website iteration. This also included using research from external higher education research and communication companies to help brand and communicate information about the university to target audiences. 
  • Served on the team implementing Salesforce for all recruitment and retention emails for undergraduate and graduate students. This included a detailed design and communication plan that multiple departments executed. 
  • Implemented the very first chatbot for the University of Michigan-Flint website called Maizey. This included developing a complex matrix of potential questions and answers to assist users. 
  • Event management for campus-wide activities, including developing all graphic design collateral, invitations, signage, swag, and web design. This also included developing original designs for significant groundbreakings for residence halls, the College of Innovation & Technology, and other major capital projects on the campus. 
  • Handled all department needs: budget, pcards, time approval, hiring, and performance evaluations.
  • Worked with marketing firms to produce television commercials, including recruiting student talent, writing scripts, overseeing the filming process, and giving final approval on the final product.
  • Implemented the Mailchimp email system at Flint, developing the templates, creating campaigns, and establishing guidelines for the deployment of messages. This included writing and editing a wide variety of emails from executive leadership.

AWARDS & RECOGNITION

Received numerous awards for higher education graphic design from the Council for Advancement and Support of Education and the Flint Chapter of the American Advertising Federation.

AFFILIATIONS

Owner and graphic designer at TBorch Design — 2015 to Present 

  • Clients include non-profits such as the Humane Society of Genesee County & the Miracle League of Greater Flint.
  • Produced an award-winning design for the Genesee County Humane Society, where I received an “Addy Award” for my design work on the organization’s annual report.

Served on Marq (formerly Lucidepress) higher education board of directors for two years, where other members included representation from top universities across the United States.

 5136 Barnes Road, Millington, MI 48746 • (989) 882-5733 • triciaborch@gmail.com