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Spreading the Good WordCritical Importance of Having a
Communication Professional on your
Leadership Team
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Moira Bindner
Communications & Customer Service Manager
Parking & Transit Services
The University of Tennessee
PRESENTER
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• Return on Investment for communications
position both internally & externally
• Leverage campus partners to expand your
communications strategy
• Relationships, Relationships, Relationships
OBJECTIVES
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• Problem
• ROI
• Activity
• Apply to your organization
• Resources
AGENDA
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OBJECTIVES
CORRECTED:
Parking spaces,
citations still pose
problems for UT
By Liz Wood
Nov 6, 2013
UT Daily Beacon
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What is the problem?
If everyone read and understood
the parking regulations, special
event request procedures, bus
request timeline, there would be no
need for a communications person.
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What is the reality?
What goes on day to day….
Construction, HVAC & Window Upgrades Conferences
Circus, Monster Truck, WWE Paving & Road Repairs
Athletics, Gameday, Tournaments Commencement & Graduation
Gas & Water Infrastructure Concerts
Career Fairs Summer Camps & Orientation
Guest Speaker, Visiting Dignitaries Campus Beautification
Engineers Day, Robotics Competition Homecoming
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What is the opportunity?• Improve reputation of department and build network across campus
• Magnify your message by engaging campus partners to help
promote – retweets, social media mentions, website linking
• Transition from a reactive to a proactive communications strategy
• Get a seat at the planning table and articulate the parking and
transit implication
• Synthesize department issues and concerns and translate to
campus partners (also translate campus partner issues to dept)
• Strengthen and cultivate relationships
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Before – Reactive After - Proactive
Individual offices responded and might not
inform colleagues
Engagement with each unit to get in front of
issues and coordinate responses
Read the back of the map for regulations and
follow the rules
We know who said what, the context, and we
hold firm to policies
Twitter lack of response Active Twitter strategy including daily
response student concerns
Emails to Chancellor/President Significant drop in angry calls to
Administration
Events scheduled without consulting parking
and assuming they can park anywhere after
hours
Significant increase in events engaging
parking and transit from the planning stage
and clarity on actual policy (24/7/365)
Summer chaos – lines out the door for camp
attendees
Promote in advance a map of how to get
around UT summer construction and repairs
What we have found at UT
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UT Return on
Investment
with Internal
Stakeholders
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Leveraging
campus
partnerships
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UT Return on
Investment
with External
Stakeholders
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Activity -
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• Requesting large auditorium and parking
• Expecting media coverage
• In the middle of a work day
• Students, staff, and faculty support free speech but
are not excited for this event
• Parents are worried and nervous
• You have 3 weeks notice and cannot cancel
Controversial speaker on campus
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Controversial speaker on campus
What are the top 3 pain points?
Who needs to be at the table?
What information needs to be
conveyed to resolve?
30K foot view – impact on campus,
staff, faculty, students, and mobility
How does this impact Administration?
What do you NOT need to do?
Response to scenario
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• Follow vs Lead
• Campus Stakeholders
• Consistent Message
• What relationships did you call upon?
• How did you decide what is your side of the street?
• Sanity tip: Not micromanaging
Results of exercise
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Next Steps
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Issue 1 Issue 2 Issue 3
What are the top 3 pain points?
Who needs to be at the table?
What information needs to be
conveyed to resolve?
30K foot view – impact on
campus, staff, faculty, students,
and mobility
How does this impact
Administration?
What do you NOT need to do?
How does this apply to your organization?
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What is the before? Goals for after?
Permit office
Enforcement office
Special Events office
Maintenance & Operations office
Transit office
IT office
ROI for your organization
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“Parking” Serenity Prayer
Abridged Serenity Prayer Applied to Parking
Serenity to accept the things I
cannot change
Sandbox we have to play in – cannot invent
new parking spaces in front of building
Campus construction and repairs impacting
mobility, parking spaces, and bus routes
Courage to change the things
I can
Attitudes
Perceptions
Knowledge
Outreach & Engagement
Wisdom to know the
difference
Discernment, who can we do, stay on my side
of the street and don’t do others jobs
Campus wide issue or isolated
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Resources• Monthly Newsletter
• Student Parking Map
• Summer Construction Improvements Map
• Communication Plan Purple Heart Launch
• Monthly Planning and Tasks – “Bucket List”
• Job Responsibilities and Projects
• Blast email construction
• Blast email special event
• Job Description
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Moira Bindner
Communications & Customer Service Manager
Parking & Transit Services
University of Tennessee
direct (865) 974-2846
email: [email protected]
Communications Professional Resources: https://tiny.utk.edu/CommProRes
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Q+A