TRICIA BORCHERDING

I have spent more than 20 years at the University of Michigan building a career around something I have always valued: finding the best way to connect people with ideas, organizations, opportunities, and each other.

I began my career as a graphic designer, and design remains an important part of how I think and work. Over the years, my responsibilities grew well beyond design into marketing strategy, creative direction, brand management, digital and web strategy, content, photography and video direction, enrollment marketing, accessibility, analytics, project leadership, and team management. I have led multi-million-dollar marketing campaigns, large-scale digital transformations, university-wide brand initiatives, and projects ranging from a single student story to communications reaching audiences nationally and internationally.

What has remained consistent throughout my career is how much thought I put into the work and the people behind it. I want to understand who we are trying to reach, what matters to them, and what we genuinely need to communicate before deciding what the solution should be. Sometimes that has meant getting to know a student before telling their story. Other times it has meant reviewing analytics and changing a campaign, reorganizing more than 130 websites, developing an identity for a new initiative, or finding a better way for people to access information.

I also believe strongly that good communication should be accessible. Accessibility is part of how I approach print, digital, web, and content from the beginning because the work we create should include the people we are trying to serve.

One of the things I value most about my career is its range. I am comfortable thinking strategically and looking at the larger goal, but I still enjoy being close to the creative work itself. I like solving problems, asking questions, collaborating with people who bring different expertise to the table, and taking an idea from its earliest stages through execution.

After more than two decades, I still care deeply about doing work that has a purpose. Whether I am developing a campaign, leading a website project, directing a photo shoot, building a brand, mentoring a designer, or working through a complicated communication problem, I want the end result to be thoughtful, useful, and meaningful to the people it is intended to reach.

AREAS OF EXPERIENCE

Creative Direction • Marketing & Communications Strategy • Brand Strategy & Management • Digital & Web Strategy • Integrated Campaigns • Enrollment Marketing • Content Strategy • Photography & Video Direction • UX & Information Architecture • Accessibility • Analytics & Optimization • Project Leadership • Team Development • Agency & Vendor Management

EDUCATION

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

RECOGNITION & PROFESSIONAL INVOLVEMENT

American Advertising Federation ADDY Awards
Multiple awards recognizing creative work in higher education and nonprofit communications

Council for Advancement and Support of Education (CASE)
Recognition for higher education marketing and communications work

Marq Higher Education Board of Directors
Former board member

LET’S CONNECT

I’m always interested in connecting with people and organizations doing thoughtful, meaningful work.

Email • LinkedIn