The Evolution of a Communication Strategy in Financial Aid...• Public land-grant, Research I, Big...

The Evolution of a Communication Strategy in

Financial Aid

Karla Weber, Communications ManagerOffice of Student Financial Aid, UW-Madison

UW-Madison Profile• Public land-grant, Research I, Big 10 Institution

• 200+ Undergraduate Majors/Certificates, 250+ Master’s, Doctoral, and Professional programs

• Spring 2018 Enrollment – 41,520• Undergraduates: 28,365• Graduates/Professionals: 11,102• Specials: 2,053

• 2015-16, submitted FAFSAs• 54% of Undergrads• 27% of Grad/Prof

My Profile• Bachelor of Science – Human Development & Family Studies

• Information Guide, Supervisor, Coordinator for the Campus Information & Visitor Center

• “The Plan” = Graduate School, Master of Social Work• Student Financial Aid…really?• From the Front Desk to Communications• TBD = Master’s Degree Program

• Higher Ed Admin?• Communications?• MBA?

Audience Profile• Do you have any single person in your office

that has a position similar to mine?• How does your office set communication

strategy? One person? Or a team of people?• What are your typical methods for

communicating with students?• Do you collaborate with other campus

offices?

The Past - DiscoveryWho did or didn’t do what? And how?

• Emails – 4 Methods• Increasingly archaic website• What’s social media?• Print Material – people still want things in print?• Media Relations• Consumer Info Compliance

Is this the same office?Federal Direct and Private Loan Office, UW-Madison (Stafford, PLUS, and Private Loans)333 East Campus Mall, Ste #9701Madison, WI 53715-1382Please use the ZIP+4 to ensure proper delivery!Phone: 608-262-4987Fax: 608-262-9068Office Hours: M-F 7:45am-4:30pmdirectloans@finaid.wisc.edu

Office of Student Financial AidUniversity of Wisconsin – Madison

333 East Campus Mall #9701Madison, WI 53715-1382Ph: (608) 262-3060Fx: (608)262-9068Email: finaid@finaid.wisc.eduWeb: www.financialaid.wisc.edu

UW MadisonOffice of Student Financial Aid333 East Campus Mall #9701 (Office open from 7:45 am to 4:30 pm)Madison, WI 53715-1382608-262-3060 (phone)608-262-9068 (fax)Email: finaid@finaid.wisc.eduWeb: www.finaid.wisc.edu

Special Awards UnitOffice of Student Financial Aid 333 East Campus Mall #9701 Madison, WI 53715-1382 Phone: (608) 262-3060 Fax: (608) 262-9068award@em.wisc.edu

Creating Templates

The Present – “Quick” WinsGetting/gaining support

Keeping with UW recommendations:

• Establish a BRAND

• Rethink voice & tone• Did you know that…

Most sources recommend writing anywhere from a 3rd

to 7th grade level in both emails and on websites?!

Track request for comments, data, quotes, etc

Prioritizing all the things!

Coming Soon – Chat Bot!

Purchasing TimingIT Project Intake

Follow Us!

@UWMadFinAid

@UWMad_FinAid

Does your office have social media accounts?If no, why not?!

Who runs our accounts?

Targeted Communication PlanningComplete:• Pell Census Date Change• The End of the Perkins Loan• 2018-19 FAFSA Availability/Priority Date• Badger Promise• Bucky’s Tuition Promise

Coming Soon:• Newsletter for graduating students• Summer eligibility

The Future – as I have time…• Media Policy• MORE Print Material• Metrics/Data/Research• Division/Student Services Communication Collaboration

• What can we combine• How do we send info more strategically - TOGETHER

• Exploring new avenues• Text messaging? Videos?

• Accessibility Concerns• Continuing Education

Don’t Forget!• It’s OK to be reactive while you plan proactivity

• Change doesn’t (and shouldn’t) stop

• If it doesn’t work - try, try again!

• Use your easiest resource, STUDENTS!

• Arm your team!

• Images and infographics are the COOLEST!

• Use what’s already there

Thank You.

Karla Weber, Communications ManagerKarla.weber@wisc.edu

@ItsJustKarla