INTERNAL AND EXTERNAL COMMUNICATIONS & MARKETING TEAM
STRATEGIC GOAL
#5
Expand Internal and External Communications & Marketing. Develop and implement an effective multiplatform communication strategy dedicated to the following:
Agenda
1. 2. 3. Constant and effective communication of institutional accomplishments to external stakeholders.
Marketing of ECSU focused on recruitment.
Effective engagement with local media organizations to promote ECSU.
4. 5. 6. 7.
Develop ECSU’s best competitive marketing points to sell the university.
Design marketing materials (print and electronic).
Community engagement of ECSU marketing materials.
Review of website (departmental and main page).
ECSU Strategic Plan Impact Objective 5.6:
ECSU Strategic Plan Impact: Objective 5.6
Develop university-wide marketing communication and branding strategies that support the goals of the Strategic Plan by raising the visibility and enhancing favorable perceptions of ECSU. Team Leaders: Gwen Sanders and Derrick Johnson
Our Proposed Goals
3.
1.
Develop a University Communications and Marketing Plan
2.
SWOT-Evaluate our current brand and position
Develop an Internal Communication Plan
SWOT Analysis Evaluate our current brand and position
T
Strength
S
Threats
O
Weakness
Opportunity
W
PRELIMINARY TIMELINE Brand Situational Analysis (SWOT)
Communications & Marketing Plan
Communications & Marketing Plan
Final Communication & Marketing Plan
Week Ending November 11
(Draft One) Week Ending December 9
(Draft Two) – Week Ending December 23
Week Ending January 6
Final Outline of Communications & Marketing Plan (Inclusive of Internal Communications Plan) Week Ending November 18
Committee Notes Due
Committee Notes Due
Week Ending December 16
Week Ending December 30
BRAND
BRAND Establish brand awareness around a strategically planned identity. The current internal and external messaging must align to be both robust and decisive in order to combat major issues currently faced by ECSU, such as, media issues and lack of brand awareness
Key Brand Considerations Include:
1. 2. 3.
Instituting the ECSU storyline (a consistent set of university values/ identifiers/ differentiators/selling points).
Identifying avenues of opportunity to grow awareness (digital landscape and community relations in surrounding markets).
Growing the ECSU brand ambassador community.
INTERNAL COMMUNICATIONS
INTERNAL COMMUNICATIONS Gaining commitment, buy-in and loyalty from:
Staff
Faculty
Students
Family and Alumni
The Internal Communications of ECSU are a critical component of success.
INTERNAL COMMUNICATIONS
The ECSU Communications and Marketing team will lead the execution and analysis of all committee marketing initiatives and will act as the ‘regulators’ in ensuring all communication is unified and ‘on brand. This includes establishing an inter-departmental protocol for outgoing messaging that includes, but is not limited to:
• Denoting messaging • Logo and image use • Image use and administrative sign– off
MARKETING
MARKETING
Working with mission critical areas to develop and create integrated communications strategies and marketing and advertising products that support student recruitment efforts. This includes identifying promotion avenues (publications, digital and other mechanisms) to enhance the visibility of ECSU and its ‘story.’
POSITIONING
POSITIONING:
Ensuring that our positioning is appropriately and credibly translated in all communications, outreach, and engagement opportunities is a critical step in clarifying the University’s distinctive new identity among stakeholders. The internal ECSU community will understand this positioning so that they, as our constituents speak about the value of ECSU with one voice.
MEDIA
MEDIA
Identify the major traditional (e.g. TV), nontraditional (e.g. Web) and in person communications channels currently available to reach ECSU’s target audiences and the strategic messages, themes and content types needed to appeal to the audiences reached through these channels.
TARGET AUDIENCES/KEY STAKEHOLDERS:
TARGET AUDIENCES/KEY STAKEHOLDERS Primary:
Prospective Students
Alumni
Donors
Community Colleges
Media
High School, Transfer, Military and Veterans, Adult Learners, Online Students)
Internal community (staff, faculty, students)
TARGET AUDIENCES/KEY STAKEHOLDERS Secondary
Legislators
Corporate Partners
Other Universities