NC State UniversityStrategic

CommunicationsPlanning

Project PlanNovember 2009 – August 2010

11-10-09

Structure and Mission

• To enhance and maximize the overall communications efforts of NC State University, and to assist in the development and implementation of coordinated and consistent university-wide messages

Goals• Develop a university-wide strategic communications

plan• To consistently communicate unified university-wide

messages and initiatives to NC State Communicators • To serve as a clearinghouse of time-critical messages

on NC State issues, incidents and plans • To coordinate and promote professional training and

development opportunities for its members • To monitor and capitalize on shared resources and

ideas among members to best serve NC State’s overall communications mission

• To maintain the highest professional standards and ethics, and promote a spirit of unity and pride among members

Initial Situation Analysis• Lack of coordinated communications

planning has led to redundant efforts, scattered messaging and inconsistent brand messages

• Campus-wide plan will help achieve maximum results with limited resources and ensure institutional efforts are aligned with the university’s overall goals and objectives

Initial Situation Analysis• Digital technologies and social media

offer new opportunities for cost-effective communications, but also promote the “horizontal” spread of information, increasing the need to formalize policies and procedures regarding the use of NC State’s identity standards, branding information, key messages, etc

Initial Situation Analysis• Important communications-related

information and guidance is available, but often difficult to find or not available campus-wide

Strategic Communications

Planning Committee• Mission: Formed in October 2009 to

enhance clarity, consistency and cost effectiveness of campus communications efforts including internal and external communications and public relations, marketing, advertising, media relations, crisis communications, print/online/electronic communications and social media strategies, branding and process management

Strategic Communications

Planning Committee• Desired outcomes:

– To improve the alignment of communications efforts with institutional goals and objectives

– Insure greater accuracy and consistency in university messaging and branding

– Improve internal communications– Integration of digital and social media strategies

with overall university communications strategies

– Increase “product” quality and cost-effectiveness

Strategic Communications

Planning Committee• Status: Steering Committee formed.

Initial meeting scheduled• To Do: Identify sub-committee members.

Develop subcommittee goals and objectives. Formalize planning timeline

Steering Committee Members• Joe Hice (University Communications -- Chair)• Kylie Cafiero (Education)• Jay Dawkins (Student Representative)• Mark Dearmon (CALS)• Mike Giancola (Center for Student Leadership, Ethics & Public

Service)• Dave Green (Vetmed)• Kathy Hart (Alumni)• Louis Hunt (Enrollment Mgmt.)• Stephanie Parker (Chancellor’s office)• Tim Peeler (Athletics)• Jo-Ann Robinson (Diversity)• Dee Shore (CALS) • Rob Stevenson (HR)• Jenny Weston (Engineering)• Kay Zimmerman (DELTA)

Marketing & PR Committee• Involved with communications

that include a marketing component, such as strategic planning, awareness campaigns and advertising

• Also charged with helping campus communicators become more effective through improved tools, processes and training programs

Marketing & PR Committee• Dr. Paul Cohen (Faculty, Engineering) • Nate DeGraff (Engineering)• Tilla Fern (CNR)• Lauren Gregg (UC)• Claudia Kimbrough, (Faculty, College of Management)• Mick Kulikowski (UC)• Mitzi Montoya (Faculty, College of Management)• Jeannie Norris (Alumni)• Emily Parker (Textiles) • Gene Pinder (CC)• Melinda Reta (IEI) • Anna Rzewnick (Management)• Steve Townsend (PAMS)

Web & Electronic Communications• Concerned with all forms of

electronic communications as they involve the university– NC State homepage– College and unit home pages– Social networking activities– New and emerging technology

Web & Electronic Communications• Jason Austin (OIT)• Donna Barnes (UC)• Angela Brockelsby (Design)• Charles Canteen (College of Management) • Leslie Dare (Director of Student Affairs Technology Services)• Doug Gillan (Psychology, Faculty member and Dept. Head) • KeAnne Hoeg (IES)• Kathi McBlief (Engineering)• Ellen McDaniel (Engineering) • Harry Nicholos (OIT, Assistant Dir. Systems & Hosted

Services) • Jim Price (Admissions)• Chris Richter (Alumni)• Dr. Alan Schueler (CALS IT) • Matt Shipman (UC)

Internal Communications

• Concerned with improving the efficiency and effectiveness of internal communications, campus-wide

Internal Communications

• John Barnwell (Campus Police)• Michelle Clark (Libraries) • David Dean (Sustainability Office)• D’Lyn Ford (UC)• Yvette Griffin (HR)• Natalie Hampton (CALS)• David Hiscoe (Libraries)• Emily Jordan (Annual Fund)• Lauren Kirkpatrick (CHASS)• Sarah Noelle (OIT)• Marielle E. Pocan (Vetmed)• Dave Pond (UC)

Publications

• Develop procedures, policies, best practices and strategies for the effective, innovative and appropriate use of publications with an eye toward emerging digital media trends and cost effectiveness

Publications• Cherry Crayton (Alumni Association)• Lisa Currin (Research & Grad School)• Vicky Earp (UC)• Denise Gonzales Crisp (Faculty, College of

Design)• Ann Horner (Annual Giving)• David Hunt (UC)• Mark McLawhorn (UC)• Becky Morphis (Alumni Association)• Mark Ransom (Engineering)• Mark Tulbert (ARTS NC State)• Nicole Wood (Admissions)

Process & Timeline

–Planning Process•Council for Advancement and Support of Education: Building Brand Momentum workbook will provide the roadmap for our work

– Purchase copy of workbook for all State COMM members and work through, chapter by chapter

Process & Timeline (continued)

•Planning workshops will begin in January 2010–First draft completed on April 5–Draft presented to deans, directors and executive officers week of April 5

–Plan finalized on May 3

Process & Timeline (continued)

•Marketing Agency review to follow

– RFP sent to agencies week of May 10»Responses reviewed week of May 31

– Agency finalists invited to present week of June 14

– Agency selected week of June 21

•Branding update to begin week of June 28

Process & Timeline (continued)

•New campaign introduced in August 2010– Strategic Communications Plan– Branding campaign