NC State University

1

• NC State University
• Strategic Communications
• Planning
• Project Plan
• November 2009 August 2010
• 11-10-09

2
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

3
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 States
  overall communications mission
• To maintain the highest professional standards
  and ethics, and promote a spirit of unity and
  pride among members

4
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
  universitys overall goals and objectives

5
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
  States identity standards, branding information,
  key messages, etc

6
Initial Situation Analysis

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

7
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

8
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

9
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

10
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 (Chancellors office)
• Tim Peeler (Athletics)
• Jo-Ann Robinson (Diversity)
• Dee Shore (CALS)
• Rob Stevenson (HR)
• Jenny Weston (Engineering)
• Kay Zimmerman (DELTA)

11
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

12
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)

13
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

14
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)

15
Internal Communications

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

16
Internal Communications

• John Barnwell (Campus Police)
• Michelle Clark (Libraries)
• David Dean (Sustainability Office)
• DLyn 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)

17
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

18
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)

19
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

20
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

21
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

22
Process Timeline (continued)

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