cabnr-unce communications plan, university of nevada, reno · university of nevada, reno cabnr •...

University of Nevada, Reno

CABNR • NAES • UNCE COMMUNICATION STRATEGIC PLAN

COMMUNICATION TEAM

• Robert Moore, B.S./M.S. in Biology/EcologyWeb, Database & Communication Manager (CABNR FTE 1.0)

• Claudene Wharton, B.A./M.A. in JournalismStatewide Communication Specialist (UNCE FTE 1.0)

• Marilyn Ming, B.A. in Communications/Public RelationsClark County Marketing-Public Relations Specialist (UNCE FTE 1.0)

• Tiffany Kozsan, B.A. in English and JournalismCommunications Officer (UNCE FTE 0.475)

• Mike Wolterbeek, B.A. in EnglishUNR Communications Officer (UNR FTE 0.25 on CABNR behalf)

• Vacant, Web Communications Specialist (UNCE FTE 1.0)

• Vacant, Web Communications Specialist (CABNR FTE .5 housed in MarComm)

• Vacant, Student Intern (CABNR FTE 5-10 hours/week housed in MarComm)



2017 PLANNING PROCESS

• Feb 8 – Initial meeting to brainstorm plan• Feb 21 – Southern area add to brainstorm effort• Feb 24 – Clarification/direction with Dean• March 16 – Leadership/Communication committee• April 4, 14, 19, 25 – Weekly meetings • April 5 – Communications Survey distributed to

CABNR-NAES-UNCE faculty and staff• April 12 – Survey closes• April 12, 14 – Inter-meeting preparation • April 25-May 1 - Drafting presentation and handouts• May 1 – Share presentation • May 3 – Presentation to Dean’s monthly meeting



FOCUS OF MEETING

April 4• Brainstorming/vision• Where we are today

(current team/positions and skills, what we all do)• Reviewed Claudene’s draft Communications Survey



FOCUS OF MEETING

April 14• MarComm’s web communications strategies• Survey results• Mindful of the visioning/goals and the survey results:§ goals, priorities, projects for 2017 and for 2018§ what is essential to achieve goals/priorities (what we have,

what we need to do better or more of, what we are lacking, constraints/limitations)

• What else we would add if Robert won the lottery



FOCUS OF MEETING

April 19• More in-depth look at survey take-aways and write-

in answers• Anticipated FTEs dedicated to functions by team

members• Coordination and work with MarComm• Marketing materials possibly needed



FOCUS OF MEETING

April 25• Internal communications recommendations• Speaker Series• Protocols on media releases/relations • Fine-tuning FTE worksheet • Finalized “if Robert wins the lottery”

recommendations



CABNR VISIONING EXERCISEDevelopment & Alumni Relations• Brochure/Handouts – CABNR Fit/fundraising • Newsletters• Silver & BlueAcademics – Recruitment & Retention• Print – course catalogue, recruitment materials• Digital – Email blasts, ad campaigns• Grad Recruitment• Events/Conferences• MediaNAES• Federal Reporting and Plan of Work• Digital – Writing and putting grant information on web• Showing connection to UNCE



UNCE VISIONING EXERCISEIncrease awareness and recognition of our work and its value/impact, contributing to increased use of and support for this work – increasing the quantity and quality of our work to benefit citizens of our State and beyond.Support• Improve accessing/using programs• Program success• Connecting/associating programs to UNCE, CABNR and UNR• Driving state, county, national and international reputation by showing impact • Transparent, timely, authentic, two-way communication, both among internal

and external audiences• Fundraising and efforts to increase resources, as well as reporting to

funders/donors/supports• Connection between research/outreach/engagement and the University

Presenter

Presentation Notes

Add vision statement/replace “Increase…”



UNCE VISIONING EXERCISEIncrease awareness and recognition… Areas of Improvement/Needs• Media releases: bigger stories; better writing/editing• Internal protocols: for increased efficiency and quality• Recommendations on improving internal communication • Training: Lean communications staff means we need to train more• Events/Conferences• Full-time development person• Strategic communications and marketing campaigns (proactive, rather than

reactive)• Marketing materials• UPDATE friends/donor newsletter• Propagating Messages/Web and Social Media: to reach broader audience,

more effectively, timely• Visuals



TEAM MEMBER STRENGTHS

• Robert Moore, Advanced Web Work & Tech Support, Impacts/Reporting/Newsletters/Materials, Photography/Videography/Production/Graphics, Marketing/Events, Training, Management/Supervision, Technical Writing, Misc./Advice/Troubleshooting,

• Claudene Wharton, Management/Supervision, Strategic Communications, Impacts/Reporting/Donor-Partner Materials, Content Development: Editing/Writing, Media Relations, Marketing/Events, Peer-Reviewed Publications Management & Editing, Training, Misc./Advice/Troubleshooting

• Marilyn Ming, Marketing/Events/Materials Development, Content Development: Writing/Editing, Social Media Platforms, Media Relations, Photography/Videos, Publications Processing, Training, Management/Supervision, Misc./Advice/Troubleshooting

• Tiffany Kozsan, Content Development: Writing/Editing, Events/Marketing/Materials Support, Photography/Videography/Production, Other/Admin Support

• Mike Wolterbeek, Writing; Strategic Communications; Photography; Technology; Social Media; Channels for National/International Recognition; Building Relationships on Campus; Campus Connections/Bridges

Presenter

Presentation Notes

Drop misc…, add long mike from email



RECOMMENDATIONS

Media Relations Upgrades• Raise quality of media releases/work to increase

awareness and recognition of, and support for, CABNR-UNCE-NAES-UNR work and its value:§ Use “event” releases to tell bigger story§ Use Impact Worksheets/other resources to identify larger stories,

try for regional/national coverage§ Increase media “relations”§ Adopt MarComm’s principle/practice: second internal

(communications staff) review § Increase coverage of CABNR/NAES work



RECOMMENDATIONS

Communications UpgradesEstablish protocols and increase communication among Communications Team members, and with MarComm, for better efficiency and communication among Communications Team, and with MarComm. § Educate faculty and staff on these protocols, as

necessary



RECOMMENDATIONS

Communications Upgrades• Establish protocols and increase communication§ Meetings

• Weekly UNRs Web Content Meetings (Claudene or Tiffany)• Bi-monthly UNRs Web Specialist Meetings (Robert and new

hire)• Monthly CABNR/NAES Content Meeting or Conference Call

(Robert leads; Claudene, Tiffany, Mike attend; Marilyn as available)

• Quarterly UNR MarComm meetings (all attend)• Project Meetings as needed



RECOMMENDATIONS

Communications Upgrades• Establish protocols and increase communication§ Media Releases (See handout for further details)

• CABNR’s media releases – Mike/MarComm write and distribute• UNCE Statewide media releases – Claudene/Tiffany write and

distribute• UNCE Washoe and Clark releases – Claudene/Tiffany write and

distribute in Washoe; Marilyn adapt and distribute in Clark• UNCE Southern media releases – Marilyn write and distribute• Second internal review (Comm Team review) of all media

releases (summer 2017)• All use University’s media distribution and tracking system



RECOMMENDATIONS

Communications Upgrades• Establish protocols and increase communication§ Miscellaneous

• All CABNR content development/writing/editing (newsletters, brochures, web, etc.) handled by Tiffany & Robert

• Include MarComm in training efforts as appropriate• UNCE Washoe office one day a week – Tiffany & Claudene

(when feasible) • UNCE Southern Area 3-4 times a year – Claudene • UNCE Rural Tour – Claudene • CABNR-UNCE-NAES strategic marketing initiative 2018 with

help from MarComm

Presenter

Presentation Notes

Add co-branding



RECOMMENDATIONS

Strategic Communications Initiative &/or Marketing Campaign• Spring 2018 create specific statewide strategic communications

initiative, maybe a marketing campaign/co-branding

• Wait to form group before getting too specific

• Determine objectives, and develop and implement plans/materials for achieving the goals



RECOMMENDATIONS

Internet Technology Upgrades• Achieve ADA Compliance “AA” standard for all CABNR,

NAES, & UNCE websites• Improve search capabilities between NAES & UNCE

websites• Shore up CABNR, NAES, & UNCE social media channels§ Make sure someone in administration is an additional administrator§ Make sure the sites comply to University and unit standards and

policies§ Monitor aggregate of channels to propagate messages

Presenter

Presentation Notes

Add co-branding



RECOMMENDATIONS

Training• Survey revealed greatest interest was training• Small communications staff; training needed• Claudene take lead in planning• Goal: Quarterly trainings offered in both Reno and

Las Vegas• Any funds for travel for those in the rurals to attend

in person?



RECOMMENDATIONS

Training• Tentative Schedule of Topics§ Summer 2017 – Either Employee Support Site Resources or

Effective Use of Social Media § Fall 2017 – Either Employee Support Site Resources or Effective

Use of Social Media§ September 2017 – 4-H Marketing/Communications§ 2018 January, Summer, Fall, Winter – TBA§ Some probable topics for 2018:

More Social Media, Basic Web, Graphics, Photography Basics



RECOMMENDATIONS

Speaker Series• Start with two events in 2018:

February & August• Communications team to take a lead role in

establishing strong College-wide working committee



RECOMMENDATIONS

Speaker Series• Subcommittees (or duos/trios from the overall

event committee) consisting of faculty/staff in the College could be:§ Events Logistics§ Speaker Committee§ Development§ Marketing & Public Relations



RECOMMENDATIONS

Speaker Series• Subcommittees: § Marketing & Public Relations

• Strategic partnerships • Blogger outreach • Industry calendars • Local Listings via media releases and ads • Provide an opportunity for the media• Speaker Series website• In-house resources



RECOMMENDATIONS

Internal Communications:• Goal: Present and facilitate timely, two-way, transparent, authentic

communication, resulting in faculty/staff feeling they are well-informed, and when appropriate consulted

• Communication Team: § Train faculty/staff on communications staff, resources and help available. § Inform faculty/staff on how media work, etc.: Why do we do the things we

do, the way we do them? Be open to suggestions/improvement.§ Be proactive: Reach out to visit with faculty/staff about their work, rather

than waiting for them to call us.§ Act as consultants/facilitators to supervisors (Deans, Directors, Department

Heads, Area Directors) to assist leadership in communicating with faculty/staff.



RECOMMENDATIONS

Internal Communications:• Leadership: § Timeliness and interactive communication are priorities.§ Leadership style, “cultural” differences, require flexibility in methods and

frequency among units/departments.§ Email: a preferred method for communication. Recommend some fixed

periodic emails.*§ Meetings: Recommend some fixed periodic interactive meetings. *§ Tours/Office Visits: Recommend some fixed week(s) in the year for

tours/office visits. *

*Communications staff can help facilitate: remind, discuss/identify topics.



RECOMMENDATIONS

Internal Communications:• Recommend point person to consult/facilitate: § Dean: Robert§ Associate Dean Academic Affairs: Robert§ Associate Dean Research NAES Director: Robert§ Associate Dean Engagement/UNCE Director: Claudene§ Agriculture, Nutrition & Veterinary Sciences Department Chair: ???§ Biochemistry & Molecular Biology Department Chair: ???§ Natural Resources & Environmental Science Department Chair: ???§ UNCE Northern Area Director: Claudene/Tiffany§ UNCE Southern Area Director: Marilyn

• Recommend Point Person meet with his/her supervisor in July to discuss fixed periodic schedule for meetings, emails, tours.

• Recommend leadership make the meeting, emails, tours a priority.



RECOMMENDATIONS

NIFA Annual Report• Fall 2017: Claudene and Robert revisit UNCE Impact Worksheet

format; Claudene make changes• November 2017: NAES Director conduct NIFA annual progress

reports/interviews with NAES faculty• February 2018: Claudene identify UNCE programs for NIFA

report• February-March 2018: Claudene and Tiffany complete UNCE

Impact Worksheets; Robert completes NAES NIFA report• March-April 2018: Robert enters UNCE information into system;

integrates with NAES as appropriate



RECOMMENDATIONS

NIFA Plan of Work• To be completed by NAES and UNCE Directors, with

input/assistance from program leads, Area Directors, Extension Educators, faculty, as Directors deem appropriate.

• May take some text from Annual Report and the Impact Statements and use it in the Plans of Work



RECOMMENDATIONS

Impacts – Telling Our Story• Summer 2017: Use the 2016 Impact Worksheets (44) to:§ Write (Claudene/Tiffany) and enter (student/new hire) program

information on UNCE website§ Write/enter information on national database (Claudene/Tiffany)

• Ongoing 2017: Obtain at least one photo or graphic for each for UNCE website

• Ongoing 2017: Look for opportunities to show these impacts through other channels – media releases, Silver & Blue, newsletters, UNR Web/Social Media, Program Highlights, etc.



EVALUATION

How will we know if the Communications Plan is being successful?• Web analytics• Media coverage• Social Media presence/visits• Increased support/recognition• Follow-up survey of faculty and staff• Project completion and success



FTE BREAKOUTS

• Robert Moore, 0.66 CABNR, 0.34 UNCE Statewide

• Claudene Wharton, .80 UNCE Statewide, 0.20 CABNR

• Marilyn Ming, 0.99 Clark, 0.01 UNCE Statewide

• Tiffany Kozsan, 0.50 CABNR, 0.25 UNCE Statewide, 0.25 Washoe

• Mike Wolterbeek, 0.25 UNR (on CABNRs behalf)

• Vacant Web Comm. Specialist, 0.66 UNCE Statewide, 0.34 CABNR

• New Southern Area Position 0.75 Clark, 0.25 UNCE Statewide16 Hours/week Content Development: Writing/Editing, Photography and/or Graphics, Misc./Social Media/Admin Support



ADDITIONAL STAFFING

IF WE WIN THE LOTTERY:• If one position § Graphics, design, illustration, photography, videography,

production, distance/online learning a plus• If two positions§ graphics, design, illustration§ photography, videography, production, distance/online

learning a plus• If three positions§ Additional writer/editor

Presenter

Presentation Notes

m



IMPLEMENTATION: WHERE WE ARE TODAYAND PERSPECTIVES

• Process § Rushed§ Not perfect, but manageable and kept going§ Some more involved than others§ We have a lot of learning to do about other units§ Had to operate on faith, while, at the same time…§ Try to maintain integrity of funding and have a clear

understanding of each of our functions and responsibilities for each unit




• Staffing recommendations§ Filling vacant F/T position – yes§ Elimination of intern position – no§ Conversation of two P/T’s to one F/T – sort of § FTE/Funding – not clear § Functions/Responsibilities – on way, but hopefully will get clearer

• Other recommendations§ General green light: “implement to the extent possible”§ Concentrating on staffing first…§ Then training…§ Then “must-do’s”…§ Strategic communications initiative, marketing campaign/co-

branding – moved up, but ???




• Let us hear from you, but…• Patience, please…• We are still a work in progress

Life’s a dance you learn as you goSometimes you lead, sometimes you follow

Don’t worry about what you don’t knowLife’s a dance you learn as you go

~ Written by Allen Shamblin & Steve Seskin, sung by John Michael Montgomery

cabnr-unce communications plan, university of nevada, reno · university of nevada, reno cabnr •...

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