Office of External Affairs & University RelationsStocktaking PresentationMarch 17, 2004

External Affairs & University RelationsCarolyn Tanaka, Associate Vice President

Public Relations & Special EventsGovernment RelationsCreative ServicesMarketing & Brand Management

The Office of External Affairs and University Relations provides system-wide leadership in planning, organizing, directing, evaluating, and coordinating the universitysystems external communications strategy.

Public RelationsKate Wester, DirectorPublic AffairsWork with media and community Coordinate cooperative agreements for broadcast production of radio and TV Produce news releases, media alerts, articles, commentaries and other communication materialsCoordinate crisis communicationsProvide media training

Special EventsCoordination of system events including planning, protocol services, information, and logisticsConsultation on event planning to campuses and units

Public RelationsGOALSStrengthen public relations support and service to all campuses

Build UH reputation as a premier institution through greater media exposure

Continue to create and maintain broadcast vehicles to disseminate UH expertise, programs, success, and services

Public RelationsSTRATEGIES

Fill critical positions

Greater involvement in all campuses

Expand and improve online resources for media

Expand training for PIOs

National distribution of news releases

Government RelationsDavid Morihara, DirectorState & Federal RelationsDevelop and maintain positive working relationships with government branches

Educate government officials

Track state and federal legislation

Provide a contact point for county, state, and federal officials

Government RelationsGOALS

Increase and expand advocacy for UHs core interests and programs

Communicate government actions or pending actions to university officials

Increase initiatives to educate government officials on the university and our policy goals

Government RelationsSTRATEGIES

Organize activities to educate and inform government officials

Distribute legislative information in a timely manner

Coordinate responses and advocacy for the University of Hawaii

Creative ServicesCheryl Ernst, DirectorSystem publication management

Graphic design services

Photographic and photo archive support

System website content management

Consultation on print and electronic publishing

Creative ServicesGOALS

Increase funding for Malamalama

Establish visual brand and graphic standards for UH system

Launch and expand the UH system website

4.Expand support for unit communications

Creative ServicesSTRATEGIES

Malamalama - budget line item

Malamalama - advertising internship

Expand venues to publicize UH successes

Prioritize design jobs

Marketing & Brand ManagementPhil Kinnicutt, Director

Position UH as a system offering access, affordability, excellence and opportunity

Develop a consistent system image and message

Initiate system marketing communications materials and programs

Provide support to individual programs

Marketing & Brand ManagementThe Challenge

We are being outspent

The competition is aggressive

Our brand image is fractured

Marketing & Brand ManagementGOALSIncrease UH brand recognitionfirst in Hawaii and then around the world

Improve UHs marketing effectiveness

Expand marketing support to individual campuses and programs

Measurable success

Marketing & Brand ManagementSTRATEGIESGraphic Identity for the system

Professional marketing communications services

System-wide marketing materials

Umbrella advertising campaign

Website improvement

EAURMEASURING SUCCESSIncreased student enrollment

Effective faculty recruiting

Successful fundraising

Better government support

Higher level of community pride

An international reputation for excellence

The University of Hawaii system10 Campuses \ Endless Possibilities