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DevelopingCommunication&MarketingPlans

Class2

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Homework

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• SituationAssessment(IssueSummary)– Definetheproblem– Establishbroadercontextforissueasappropriate

• CommunicationObjectives– Definewhatsuccesslookslike?MoreX,largerY,etc.(measureable?)

• Audience:Primary,Secondary,Tertiary

CommonThemes

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CommonThemes• CommunicationStrategies– Strategies(How) vs.Tactics(What)– Engagingatpoint(s)ofaccess,Connectingdots,Uniqueopportunities,Useexistingchannels

– CarrotandStick(whyshouldIgo?).Push&Pull.– Risksandliabilities:howtomitigatethenegative

• KeyMessages:– Short,pithy,memorablestatements.Activeverbs.– Managingexpectations:tellthemhowyouwantthemtothink.

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CommonThemes

• Measurement – Whatdoessuccesslooklike?– Waystomeasure:

• Analytics• Surveys• FocusGroups

– Bespecificinyourobjectivesandstrategies(Butberealistic!)• Example:Wewillincreaseattendanceby40%

– Provideincentives!Briberyisgoodinthiscase.

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Example:AcademicHomecomingSITUATIONASSESSMENT:• OnMarch19,2014,theAcademicAdvisingCenter,theSophomoreClassCouncil

andDukeStudentGovernmentwillhostthesecondannualeventwelcomingsophomorestotheirrecentlydeclaredmajors,AcademicHomecoming:AMajorCelebration.Theevent,heldonthemainquadonWestCampus,providessophomorestheopportunitytocelebratetheirmajordeclarationalongsidetheirclassmatesandbeginbuildingrelationshipswithintheirmajors.WewanttoestablishAcademicHomecomingasanacademictraditionatDuke,awaytobuildcommunityandexcitementaroundanacademicriteofpassage.

• Wewouldliketobuildonthesuccessoftheinauguraleventin2013,whenmorethan500sophomoreswerejoinedbyfacultyandstudentsfrom50majorsinbothTrinityandPrattforconversationandrefreshments.DeansTomKatsouleasandLauriePattonaddressedthesophomoresandposedwiththemforaphotoontheDukeChapelsteps.

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Example:AcademicHomecomingCOMMUNICATION OBJECTIVE(S):• BuildawarenessofAcademicHomecomingasanannualacademictraditionandcelebrationofmajordeclaration

• Increaseattendanceandenthusiasmamongsophomores

• Maintainorincreaseattendanceamongfaculty,assuagingfearsthatnosophomoreswillshowuptotalktothem

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Example:AcademicHomecoming

AUDIENCE(S):• Currentsophomores• Departments/programsandtheirfacultymembers

• Universitycommunityingeneral

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Example:AcademicHomecomingCOMMUNICATIONSTRATEGIES:• Amajorcelebration:Themainstrategywillbetopublicizetheeventvia

channelsviewabletoallDukestudentsandcommunitymembers,thusinformingsophomoresofthekeydetailswhilealsoseekingawarenessoftheeventamongthecommunityatlarge.

• Buildcommunityaroundclass-specificlogo:Wewillupdatelastyear’sclassspecificlogotoa“D16”marktobeusedonAcademicHomecomingmaterialsforthisyear.

• Sophomore-specificcommunication:Wewillsupplementuniversity-widecommunicationbyreachingoutspecificallytosophomores,lettingthemknowthisisaneventaboutthemandforthem,theculminationoftheriteofpassagethatismajordeclaration.

• Directappealstodepartments/programsandtheirfaculty:Wewillreachouttodepartments/programs,remindingthemofthesuccessoflastyear’seventandthechancetowelcomeandmeettheirnewstudents.Wewillfollowupwithuncommittedgroupsandaddressanyconcerns.

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Declaringacommitment

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Declaringacommitment

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• Eventprogram• Flier• FeaturedeventonDuke

calendar• Pressrelease/announcement

onwebsite• Newsletteritems• Button• T-shirts• Bussignad(tentative)

• Bushandlead(possiblealternativeoradditiontobussignad)

• Chroniclead(possiblealternativetobussignad)

• Facebookposts• Tweets• Emails• Phonecalls• Photos• Websiterecap

Example:AcademicHomecomingTOOLS/TACTICS

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PeerReview

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• Pickapartner

• Revieweachother’scommunicationplans

• Identify:– Areasofstrength– Areasforimprovement

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BREAK

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ReportOut

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Questions

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