Executive Summary

I am very pleased to present our stakeholders with the first-eve , three-year Strategic Communications and Marketing Plan for the Western Association of Schools and Colleges (WASC). This plan was born out of the need to increase the WASC brand across the globe and to illustrate the tremendous benefits of ASC membership through effective, two-way communication. The Plan will serve as the road map for all internal and external communication and marketing efforts, including communication strategic objectives, messaging, target audiences, media, responsibility assignments, budget, measurements and evaluation. The plan will guide our work going forward, but it is not static – it is a dynamic document that will adapt to the changing landscape of accreditation and ongoing school improvement.

I welcome your feedback and look forward to working with all our stakeholders to ensure that WASC continues to expand its services and its reputation as a worldwide leader in accreditation school improvement.

Barry R. Groves, President

The Accrediting Commission for Schools, Western Association of Schools and Colleges

Introduction/Overview

The purpose of this Communications and Marketing Plan is to provide an annual strategy and action outline for organizational communication at The Accrediting Commission for Schools, Western Association of Schools and Colleges (WASC). The Communications and Marketing Plan (“The Plan”) serves as the guiding map for all internal and external communication, including strategic communication and marketing objectives, key messages, audiences, media and media relations, staffing decisions, budget, measurements and evaluation.

The overall purpose of organizational communication is to support the organization’s mission and vision through communication. This primarily means providing, in a credible, compelling, and consistent way, the vital information and two-way communication people need to play their role effectively in support of the organization’s strategic objectives. The Plan is a blueprint for achieving the specific communication goals deemed to be critical for expanding the WASC brand and the organization’s success.

What is a Communications Plan?

Definition: Organizational communication is a continuous, circular process of knowledge transfer and influence exchange between the organization s various stakeholders. As a management process, it seeks to advance WASC’s interests and achieve its strategic objectives.