Responsibility Map
Every deliverable and responsibility listed for the OSFA account transfer, organized as it was originally scoped by leadership.
Named OSFA Campaigns & Deliverables
| Item | Format / Channels | Type |
|---|---|---|
| 2026 Cost Worksheet In-State/OOS | Print + digital | Single deliverable |
| 2026–2027 Additional Loan Comms | Email + text | Ongoing / ad hoc (HOPE cap, end-of-term, etc.) |
| 2026 Financial Aid Basics Update | Print + digital | Single deliverable |
| 2027–2028 FAFSA Guide | Print + digital | Single deliverable |
| 2027–2028 FAFSA Campaign | Email, text, social, promo items, print advertising, printed items | Full campaign |
| 2026 TEACH Grant Program Flyer | Digital only | Single deliverable |
| 2026 HOPE & Zell Miller Checklist | Print + digital | Single deliverable |
| 2027–2028 Scholarship Universe Campaign | Email, text, social, printed items, digital | Full campaign |
| 2027–2028 Verification Campaign | Email, text, social, printed items, digital | Full campaign |
| 2027 Orientation One Sheeter | Print + digital | Single deliverable |
| 2027 Scholarship Universe Handbooks | Digital only | Single deliverable |
Ongoing Communications
| Item | Notes |
|---|---|
| Ad-hoc emails and texts | Unscheduled, reactive |
| Email drip campaigns | Recurring, sequenced |
| Text drip campaigns | Recurring, sequenced |
Print / Digital Production
| Item |
|---|
| Flyers |
| Brochures |
| Booklets |
| Mailers |
| Digital documents |
On-Campus Advertising
| Item | Notes |
|---|---|
| Big Owl Bus Internal | Design + install coordination |
| Bus Shelter | Design + install coordination |
| Napkin Holders | Design + install coordination |
Promotional Items / Merch & Website
| Item | Notes |
|---|---|
| Promo item ordering | Existing Halo vendor relationship |
| Website updates | Reactive only, per current model — errors or new asset versions |
| Kennesaw.edu homepage block | Coordinated with Strat Comm, tied to comm plans or deadlines |
Social Media
| Channel | Current Status |
|---|---|
| ksuadmit — Facebook | Currently managed by ESComm |
| ksu_admissions / ksuinfo — Instagram | Currently managed by ESComm |
| ZeeMee | Currently managed by ESComm |
This account currently sits with ESComm, not with Financial Aid directly — the transfer moves it from ESComm to the A&F Division Marketing Team. Whether the team inherits full ownership of these channels or only the FinAid content within them is unresolved. See Question 19.
Ownership Assignment
A first-pass mapping of every responsibility above to the function that would own it: Digital, Creative, Copy, Social, an Account Manager, or the Financial Aid office itself.
Named Campaigns — Single Deliverables
Cost Worksheet, Basics Update, FAFSA Guide, TEACH Flyer, HOPE/Zell Miller Checklist, Orientation Sheeter, Scholarship Universe Handbooks.
Named Campaigns — Full Campaigns
FAFSA Campaign, Scholarship Universe Campaign, Verification Campaign — every function touches these.
Ongoing Comms (incl. emails and texts)
Texts are explicitly Digital-owned — send list logic and triggers haven't been broken out yet, so ownership defaults to Digital rather than staying ambiguous.
Print / Digital Production
Flyers, brochures, booklets, mailers, digital docs — Creative designs, Copy writes, Digital handles digital-native versions.
On-Campus Advertising
Bus internal, bus shelter, napkin holders — Creative designs, Copy writes the ad copy, install coordination sits with the Account Manager or vendor.
Promo / Merch
Account Manager owns the Halo vendor relationship and ordering; Creative supplies design files.
Website & Homepage
Reactive web updates sit with Digital, Copy provides page content. The homepage announcement block is coordinated with Strat Comm.
Social Media
Ownership sits with Social — but what "the account" actually includes won't be settled until Question 19 is answered.
Open Questions
The full working list of what's still unknown before this transfer can be planned with real numbers instead of estimates.
Account Manager Reshuffle — Status
Confirmed as of this review: the proposed AM reshuffle is open, pending the findings of this analysis. It should not be treated as a finalized decision by anyone reading this document.
Full Question Log
Organized by topic. Each of these needs an answer from ESComm, Financial Aid, or Leadership before Step 5 can be finalized.
Scope
- What exactly does "take over Financial Aid marketing" mean?
- Are we assuming all responsibilities shown in this document?
- Does this include strategy, or only execution?
- Does it include content development?
- Does it include campaign and project management?
- Does it include analytics and reporting?
- Who holds final sign-off authority on FinAid content — us, or FinAid?
Current State
- Who currently performs each responsibility?
- How many staff/FTE are currently involved?
- How much time does Financial Aid currently spend managing this work?
- What vendors or internal partners are currently involved?
- What happens to FinAid's current staff/FTE — reassigned, reduced, or retained in a liaison capacity?
Email / SMS
- How many emails were sent in FY26?
- How many texts?
- How many drip campaigns?
- How many ad hoc requests?
- What are the current SLAs?
- Who builds and QAs FinAid's emails today — is there an existing workflow we'd inherit as-is, or are we building one from scratch?
Social
- Are we inheriting all four social accounts, or only supplementing content on them?
- What is the expected posting frequency?
- Who currently creates the content?
- Are we expected to grow these accounts, or simply maintain them?
Web
- Are we responsible for proactive website management, or only requested updates?
- Who provides and approves content?
- How many pages are involved?
Creative / Print
- Does our team own production, or only coordinate with Creative?
- Who pays for printing?
- Who manages vendors?
- Who manages promotional items?
Resources
- What budget is moving with the work?
- What positions/resources are moving with the work?
- What existing work is being removed from our team's portfolio to make room?
Financial Aid's Current Volume
The specific volume data needed to move from estimated tiers to confirmed ones in Step 4.
- How many emails were sent in FY26?
- How many unique campaigns did they represent?
- How many were automated/drip campaigns?
SMS
- How many texts were sent?
- How many were automated campaigns?
Social
- How many posts?
- How many stories?
- Which platforms?
- Who creates the content today?
Web
- How many Financial Aid pages exist?
- How frequently are they updated?
- Is ESComm proactively monitoring them, or responding only to requests?
Creative
- How many flyers, brochures, booklets, and mailers per year?
- How many ads?
- How many handbooks?
Campaigns
- How many campaigns run per year?
- How many deliverables per campaign?
- How many rounds of revisions, typically?
Workload & Tier Framework
Every OSFA deliverable classified against the team's existing Project Tier System — the same framework already governing every other account, applied here rather than inventing new rules for this one.
Tier Reference
| Tier | Asset Count | Timeline |
|---|---|---|
| 1 | 3 or fewer | 2 weeks |
| 2 | 4 – 9 | 3 – 5 weeks |
| 3 | 10 – 19 | 8 – 12 weeks |
| 4 | 20+ | 4 – 6 months |
OSFA Deliverables, Classified
| Item | Tier | Timeline |
|---|---|---|
| Cost Worksheet In-State/OOS | 1 | 2 weeks |
| Financial Aid Basics Update | 1 | 2 weeks |
| FAFSA Guide | 2 | 3 – 5 weeks |
| TEACH Grant Flyer | 1 | 2 weeks |
| HOPE & Zell Miller Checklist | 1 | 2 weeks |
| Orientation One Sheeter | 1 | 2 weeks |
| Scholarship Universe Handbooks | 1 | 2 weeks |
| FAFSA Campaign | 4 | 4 – 6 months |
| Scholarship Universe Campaign | 3 | 8 – 12 weeks |
| Verification Campaign | 3 | 8 – 12 weeks |
Scholarship Universe and Verification are held at Tier 3 as working placeholders pending more information on FinAid's actual timelines and asset needs for each. They are not confirmed.
Calendar Collision Risk
The team's own SLA guidelines state that designers are assigned limited concurrent projects, and that Tier 3/4 work requires dedicated meetings and multi-month timelines. The FAFSA Campaign alone is a confirmed Tier 4 — the same institutional weight as Move-In, Meal Plan campaigns, Housing Application, or the A&F Awards. If it lands during the same window as any of the team's existing Tier 3/4 commitments, that is a scheduling conflict under the team's own operating rules, not a hypothetical capacity concern.
Separately: the EDMC Review Guideline lists specific campaign types requiring executive visibility (Meal Plan sales, permit sales, Move-In, and any project over $1,000). If OSFA's full campaigns involve meaningful spend, they likely belong on that review list as well — another touchpoint not yet accounted for.
Recommendation
Draft Directional recommendation below — final confirmation awaits the open data in Step 3.
Phased Rollout with a Targeted Offset
Rather than choosing among three trade-offs with no clear direction, this is the specific path the A&F Division Marketing Team recommends — built from the tier data in Step 4 and structured so the hardest work doesn't start until real capacity exists for it.
Tier 1 & 2 items start first. The single deliverables (Cost Worksheet, Basics Update, FAFSA Guide, TEACH Flyer, HOPE/Zell Miller Checklist, Orientation Sheeter, Scholarship Universe Handbooks) carry low complexity and short timelines — this is where the team builds working process with FinAid at low risk.
The FAFSA Campaign (confirmed Tier 4) does not begin until a specific capacity offset is identified and confirmed. This directly addresses the single biggest collision risk flagged in Step 4 — a Tier 4 campaign cannot start against a team that's already fully booked.
Scholarship Universe and Verification (placeholder Tier 3) are scheduled once real volume and timeline data comes back from ESComm and Financial Aid, rather than being locked in against a guess.
Alternative Scenarios
If the recommended path above isn't workable, here's how the other options compare — each is a real trade-off, not a hidden one.
Scenario A — Full Addition, No Offset
OSFA's full scope is added with nothing removed from current accounts and no additional FTE. This is the default outcome if no decision is made.
Scenario B — Partial Offset
A specific existing account or deliverable is reduced, reassigned, or moved to a lower cadence to make room — decided deliberately rather than absorbed as quality drift.
Scenario C — Phased With Conditions
Rollout follows the phase order in this document — low-complexity items first, full campaigns last — with each phase gated on a specific condition rather than a calendar date alone.
This recommendation is directional. It becomes final once the open questions in Step 3 — particularly the social ownership question and real ESComm volume data — are answered.