RIT University Communications is responsible for strategically enhancing the reputation of the university through owned, shared, and earned media efforts. Much of this work starts with “owned media” and strategic content marketing. Working with University Marketing Intelligence, a measurement framework was developed to assess the exposure of owned media and the amplification of brand messaging. Using that framework, a dashboard was developed that provides the University Communications team with information to make data-driven decision-making with respect to content development. RIT is also measuring how earned media aligns with key university messaging.