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Part 1: Assessment and Planning – Thursday, June 25

Part 2: Key Audiences and Messages – Thursday, July 9

Part 3: Executing and Optimizing Your Plan – Tuesday, July 21

Webinar SeriesBuilding Your Fall 2020 COVID Communications Plan

AGENDAContext

Senders vs Receivers

The COVID Why

Driving Action Through Communication

Q&A

Context: The COVID JourneyInstitutions and students continue to face unprecedented challenge after unprecedented challenge

Most students and institutions want the same thing – to be back on campus – but often for different reasons

Context: Goals and Motivations

Student behavior is the biggest wildcard

Achieving Balance for Safe Return to Campus

Can (and will) students…

- Follow institutional guidelines?- Forego the social nature of college?

Can institutions…

- Create guardrails and backstops to keep everyone in line?

CONTEXT

SENDERS VS. RECEIVERS

What did they call it?

Where do I find it?

What’s the deadline?

Who can help me?

Where’s the link?

Is this important to me?

I thought I already did that!

I don’t want to bother them…

Is this worth the effort?

About that deadline…

Yes, you have to do A before B

Why don’t/won’t they respond?

Who needs extra support?

You received that communication in error. You’ve completed it!

How can I get to them earlier?

Student

PresidentOffice

Registrar

Student Life

Financial Aid

Advising

Financial Aid

Athletics

Financial Aid

Parking

Student Accounts

Helpful AKA Information Overload

“We’ve changed the add/drop dates and procedures”

“What type of grading plan do you prefer?”

“You might be eligible for a COVID grant”

“There is a modified COVID payment plan”

All new information, new ways of doing things, new expectations

Audience SegmentationRecognizing the difference – you and them!

The COVID “Why”

Nudge

Poll

Encourage

Managing Risk

Automated Response to

“yes”Processed by the platform

Yep, I’m getting ready to hit the submit button!

Great! I’ll keep an eye out for it. How are you feeling about coming back to campus?

Sample Message ExchangesResponsive Student Unresponsive Student

Automated Response to

“no”Processed by the platform

Nope, I’ll get it done after work today.

Hi [first name], it’s [staff name] from Signal U. Don’t forget to submit your COVID documentation by [deadline]. Will you be able to submit it by Friday?

Hi [first name], didn’t hear back from you. You won’t be able to return to campus without your documentation. Do you need any help?

Sounds good! If you have any questions, please don’t hesitate to text me back.

Unresponsive StudentFollow-up message automatically sent 1 day later

Hi [first name], it’s [staff name] from Signal U. Don’t forget to submit your COVID documentation by [deadline]. Will you be able to submit it by Friday?

Student Focused

Departmental Focused

Institutional Focused

“Return to Campus”

“Fill out the FAFSA”

“Enrollment”

What type of activity do you want?

Student

Financial Aid

Registrar

Student Life

Financial Aid

Advising

Financial Aid

Athletics

Financial Aid

Parking

Student Accounts

Departmental Approach to Sending

Results in conflicting messages: Advisor: You are cleared to Register

Registrar: Your registration date is Monday

Financial Aid: You haven’t signed your loan document ad I have placed a hold on your account

Student Accounts: You have an outstanding balance

Results in confusing messages: Advisor: You need to review your grade type

Registrar: Your add/drop dates have been revised

Financial Aid: You might be eligible for a new COVID grant

Student Accounts: There is a new COVID payment plan

Stud

ent

Des

ired

Act

ivity Step 2

(Office B)

Step 1 (Office A)

Step 3(Office C)

Step 4(Office D)

Generate a compelling, specific, action-oriented message from a

trusted sender (in Office X)

Coordinated Approach to Sending

Results in a Student Centered message from a Trusted Source:Petra, You are eligible for a COVID grant that may impact your course registration decisions. Add/drop ends on [date] so Set up an appointment ASAP and we can determine your payment plan options.

Returning to Campus

Facility access based on course

registration

Testing procedure updates

New Add/drop dates

Coordinated Approach to Sending

Signing the COVID

Compliance docs

Registering for the semester

Revising course

selections based on

course delivery

Modifying schedule

based on new procedures

Virtual Support with

Advisor

Reviewing Degree Audit

New Add/drop dates

Student Communication & Engagement Strategies Guide

Common challenges and solutions by segment

Suggested message topics

Faculty Tips

Breakdown of key segments

Part 3 of this webinar seriesExecuting and Optimizing Your Plan – Tuesday, July 21

COVID Communications Toolkit: Planning for Fall

The Vine (Current Signal Vine Customers)

If you have feedback or questions, or would like to set up a time to walk through COVID messaging

samples for your team, email contact@signalvine.com

Q&A and Additional Resources