Ecsu

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