Making the Case for New Media in Your Communications Program

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  • Making the Case for New Media in Your Communications Program

    1. 1. Making the Case for New Media In Your Communications Program Matt Howard Renee Basick
    2. 2. Introductions <ul><li>Matt Howard </li></ul><ul><ul><li>Director, Chicago Media Initiatives Group, University of Chicago </li></ul></ul><ul><ul><li>Background in academic publishing, online learning, web production, blogging, podcasting </li></ul></ul><ul><li>Renee Basick </li></ul><ul><ul><li>Senior Producer, Chicago Media Initiatives Group </li></ul></ul><ul><ul><li>Background in broadcast and new media journalism; design, web development, video production </li></ul></ul><ul><li>CMIG </li></ul><ul><ul><li>Initiative of our Provost’s Office </li></ul></ul><ul><ul><li>Consult on new media and communications strategy </li></ul></ul>
    3. 3. Overview <ul><li>The Communications Divide in Higher Ed </li></ul><ul><li>Exploiting Web 2.0 for Communications </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>HTML Email </li></ul></ul><ul><li>Integrating New Media in Communications Plans </li></ul>
    4. 4. I. The Communications Divide
    5. 5. The Communications Divide <ul><li>How do students communicate today? </li></ul><ul><li>“ Social Media” </li></ul><ul><ul><li>Facebook, MySpace, LinkedIn </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Instant messaging </li></ul></ul><ul><ul><li>Mobile device / text messaging </li></ul></ul><ul><ul><li>YouTube, Ziddio </li></ul></ul>
    6. 6. The Communications Divide <ul><li>YET </li></ul><ul><li>< 8% of higher ed marketers use such innovative channels to reach prospective students </li></ul><ul><li>e-mail remains medium of choice </li></ul><ul><ul><li>(despite the fact students ignore them) </li></ul></ul><ul><li>Survey* of 120 higher education marketers: </li></ul><ul><ul><li>95% use e-mail marketing </li></ul></ul><ul><ul><li>62% use it to target alumni </li></ul></ul><ul><ul><li>< 50% use e-marketing to reach current students, faculty community, etc. </li></ul></ul><ul><li>*recent survey by marketing firm Media Logic Inc. </li></ul>
    7. 7. The Communications Divide
    8. 8. The Communications Divide
    9. 9. II. Exploiting Web 2.0 for Communications
    10. 10. What Is Web 2.0? <ul><li>Web 2.0* refers to a perceived second-generation of Web-based services that emphasize online collaboration and sharing among users . </li></ul><ul><ul><li>social networking sites (Facebook, MySpace, LinkedIn) </li></ul></ul><ul><ul><li>Wikis (Wikipedia) </li></ul></ul><ul><ul><li>communication tools (blogs, podcasts, YouTube, Ziddio) </li></ul></ul><ul><ul><li>Folksonomies (tag clouds) </li></ul></ul><ul><ul><li>*Adapted from Wikipedia, the free encyclopedia </li></ul></ul>
    11. 11. Blogs <ul><li>What is a blog? </li></ul><ul><li>How big is blogging? </li></ul><ul><li>Blogging in Higher Education </li></ul><ul><ul><li>Case Study: Law School Faculty Blog </li></ul></ul><ul><li>Updating your blog </li></ul><ul><li>Blog functionality </li></ul>
    12. 12. What Is a Blog? <ul><li>A blog (short for Web Log) is a user-generated Web journal </li></ul><ul><li>Blogs provide commentary on a particular subject </li></ul><ul><li>Blogging services, such as TypePad and WordPress, use a WYSIWYG platform so you do not need to code </li></ul><ul><li>A typical blog combines text, images, and links </li></ul><ul><li>Readers can add comments </li></ul><ul><li>The network of blogs is called the Blogosphere </li></ul><ul><li>In November 2006, blog search engine Technorati was tracking more than 57 million blogs. </li></ul>
    13. 13. How Big is Blogging? <ul><li>39% of American adults (57 million) are blog readers (July 2006) </li></ul><ul><li>11 million people (1 out of every 17 Americans) have created a blog </li></ul><ul><li>Every 7.4 seconds a new blog is created </li></ul><ul><ul><li>*From “Building Your Business with Video Blogging” April 2007, Event DV magazine </li></ul></ul>
    14. 14. Blogging in Higher Ed <ul><li>Admissions blogs </li></ul><ul><ul><li>Informational, give taste of University </li></ul></ul><ul><ul><li>Ex: MIT Admissions Blog </li></ul></ul><ul><ul><li>http://www.mitadmissions.org/ </li></ul></ul><ul><li>Academic / public intellectual </li></ul><ul><ul><li>Ex: Becker-Posner Blog </li></ul></ul><ul><ul><li>http://www.becker-posner-blog.com / </li></ul></ul><ul><li>Campus blogs </li></ul><ul><ul><li>Ex: UChiBlogo </li></ul></ul><ul><ul><li>http://uchiblogo.uchicago.edu </li></ul></ul><ul><li>Alumni blogs </li></ul><ul><li>Course blogs </li></ul><ul><li>Student blogs </li></ul>
    15. 15. Case Study: Law School Blog <ul><li>started in 10/1/05 </li></ul><ul><li>academic content </li></ul><ul><ul><li>Op Ed </li></ul></ul><ul><ul><li>Current ideas </li></ul></ul><ul><ul><li>Academic draft of article </li></ul></ul><ul><li>First law faculty to collectively blog </li></ul><ul><li>Audiences </li></ul><ul><ul><li>Prospective students </li></ul></ul><ul><ul><li>Students, faculty, staff </li></ul></ul><ul><ul><li>Legal academy </li></ul></ul><ul><ul><li>General public </li></ul></ul>
    16. 16. Case Study: Law School Faculty Blog
    17. 17. Case Study: Law School Blog <ul><li>Cost: $150 per year </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Branding / raising profile </li></ul></ul><ul><ul><li>Self-selection for prospective students </li></ul></ul><ul><ul><li>Commentary on works in progress </li></ul></ul><ul><li>Visits </li></ul><ul><ul><li>Total ...................... 426,968 </li></ul></ul><ul><ul><li>Average per Day ................ 667 </li></ul></ul><ul><ul><li>Average Visit Length .......... 1:28 </li></ul></ul><ul><ul><li>Current Week .................... 4,671 </li></ul></ul>
    18. 18. Case Study: Law School Blog
    19. 19. Updating Your Blog
    20. 20. Updating Your Blog
    21. 21. Updating Your Blog
    22. 22. Blog Functionality <ul><li>Post scheduling </li></ul><ul><li>Edit templates </li></ul><ul><li>Categories </li></ul><ul><li>Multiple authors </li></ul><ul><li>Photo galleries </li></ul><ul><li>Image uploading </li></ul><ul><li>File uploading </li></ul><ul><li>Comments </li></ul><ul><li>Pings </li></ul><ul><li>Trackbacks </li></ul><ul><li>Search </li></ul><ul><li>Blogroll/Lists </li></ul><ul><li>Moblogging </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Widgets </li></ul><ul><li>RSS / Atom </li></ul>
    23. 23. Widgets <ul><li>a portable snippet of code, from a third party, that can be added any web page by an end user without requiring additional compilation </li></ul><ul><li>Common examples include: </li></ul><ul><ul><li>Search box </li></ul></ul><ul><ul><li>Online poll </li></ul></ul><ul><ul><li>Calendar </li></ul></ul><ul><ul><li>Subscriptions </li></ul></ul><ul><li>Adds functionality to your blog </li></ul>
    24. 25. RSS Feeds <ul><li>What is RSS? </li></ul><ul><li>Who Produces RSS Feeds? </li></ul><ul><li>User Benefits </li></ul><ul><li>RSS Feed Services </li></ul><ul><li>Content and Technical Issues </li></ul><ul><li>Distribution Issues </li></ul>
    25. 26. What is RSS? <ul><li>RSS is Really Simple Syndication </li></ul><ul><li>RSS is an XML-based format for content distribution. </li></ul><ul><li>Many news organizations and blogs offer RSS feeds for use in news aggregators, often called &quot; feed readers .&quot; </li></ul><ul><li>Browsers such as FireFox, IE7, Safari allow for subscribing to feeds </li></ul><ul><li>Feeds typically include headlines, summaries, and links back to the original article online. </li></ul>
    26. 27. Who Produces RSS Feeds? <ul><li>Major media organizations </li></ul><ul><li>University news offices </li></ul><ul><li>Bloggers </li></ul>
    27. 28. User Benefits <ul><li>News content is &quot;pulled&quot; to the subscriber, as opposed to &quot;pushed&quot; out. </li></ul><ul><li>Automatically checks for and retrieves new content at user-determined intervals. </li></ul><ul><li>Eliminates user need to regularly check websites of interest for updates. </li></ul><ul><li>User has control (e.g., can subscribe or unsubscribe) </li></ul>
    28. 30. RSS Feed Services <ul><li>FeedforAll.com </li></ul><ul><ul><li>Helps you create and manage feeds </li></ul></ul><ul><ul><li>create RSS feeds & podcasts </li></ul></ul><ul><ul><li>edit RSS feeds & podcasts </li></ul></ul><ul><ul><li>manage and publish RSS feeds </li></ul></ul><ul><ul><li>create iTunes compatible podcasts </li></ul></ul><ul><li>FeedBurner.com </li></ul><ul><ul><li>Adds desirable functionality to your feed, such as integration with “social bookmarks” and “email this” ability </li></ul></ul><ul><ul><li>Provides “click through” statistics, number of subscribers, and your reach </li></ul></ul><ul><ul><li>Inexpensive at $5 per month </li></ul></ul>
    29. 32. Content and Technical Issues <ul><li>Consistency of University brand </li></ul><ul><li>Managing headlines </li></ul><ul><li>Publishing issues </li></ul><ul><li>Copyright information </li></ul><ul><li>Contact information </li></ul><ul><li>Standardization of formats (RSS 1.0, 2.0, ATOM) </li></ul><ul><li>Standardization of iconography </li></ul><ul><li>Software available to create RSS </li></ul>
    30. 33. Distribution Issues <ul><li>Internal </li></ul><ul><ul><li>Central University location for organizing campus feeds and podcasts </li></ul></ul><ul><ul><li>Example: http://feeds.uchicago.edu </li></ul></ul><ul><ul><li>Add metadata in html to enable “live bookmarks” </li></ul></ul><ul><li><head> </li></ul><ul><li><meta http-equiv=&quot;Content-Type&quot; content=&quot;text/html; charset=iso-8859-1&quot; /> </li></ul><ul><li><title>University of Chicago News Feed</title> </li></ul><ul><li><link rel=&quot;alternate&quot; type=&quot;application/rss+xml&quot; title=&quot;University of Chicago News Feed&quot; href=&quot; http://www-news.uchicago.edu/rss/index.xml &quot;> </li></ul><ul><li></head> </li></ul><ul><li>External </li></ul><ul><ul><li>Consistency of University brand </li></ul></ul><ul><ul><li>Submissions to RSS directories </li></ul></ul><ul><ul><ul><li>Moreover </li></ul></ul></ul><ul><ul><ul><li>Syndic8 </li></ul></ul></ul><ul><ul><ul><li>Technorati </li></ul></ul></ul><ul><ul><ul><li>Feedster </li></ul></ul></ul>
    31. 34. Podcasts <ul><li>What Is a Podcast? </li></ul><ul><li>Podcasting in Higher Ed </li></ul><ul><li>Creating a Podcast / Vodcast </li></ul><ul><li>Setting Up Your Podcast </li></ul><ul><li>RSS 2.0 Media Enclosures </li></ul><ul><li>User Benefits </li></ul><ul><li>Content Issues </li></ul><ul><li>Distribution Issues </li></ul><ul><li>Value for Your College </li></ul><ul><ul><li>Case Study: CHIASMOS </li></ul></ul>
    32. 35. What Is a Podcast? <ul><li>An RSS feed that includes direct links (called “enclosures”) to audio and video files. </li></ul><ul><li>Uses RSS subscription model to distribute audio and video programs via the Internet, playable on computers or handheld devices (iPod, mp3 player) </li></ul><ul><li>Video podcasts are often called vodcasts. </li></ul><ul><li>iTunes is podcast enabled, technology leader </li></ul><ul><li>Examples: http://feeds.uchicago.edu </li></ul>
    33. 36. Podcasting in Higher Ed <ul><li>Course Delivery </li></ul><ul><ul><li>Recordings of class discussions / lectures </li></ul></ul><ul><ul><li>Language (e.g., French) practice </li></ul></ul><ul><li>Storytelling and Public Relations </li></ul><ul><ul><li>Faculty interviews, university news </li></ul></ul><ul><li>Public events / lectures in a series </li></ul><ul><li>Conference/Symposium Resources </li></ul><ul><ul><li>Recordings from a symposium </li></ul></ul>
    34. 37. User Benefits <ul><li>Users who subscribe to a podcast are able to listen or view the content using free audio / video software--such as iTunes as well as through many feed readers. </li></ul><ul><li>As new content is made available, software automatically </li></ul><ul><ul><li>downloads new content to your computer </li></ul></ul><ul><ul><li>“ synchs” to mobile MP3 and video players, such as the video iPod. </li></ul></ul>
    35. 39. Content Issues <ul><li>Consistency of University brand </li></ul><ul><li>Managing headlines </li></ul><ul><li>Publishing issues </li></ul><ul><ul><li>Fixity of errors </li></ul></ul><ul><ul><li>Enclosing media files </li></ul></ul><ul><li>Copyright information </li></ul><ul><li>Contact information </li></ul>
    36. 40. Distribution Issues <ul><li>Internal </li></ul><ul><ul><li>Central University location for organizing campus feeds </li></ul></ul><ul><ul><ul><li>(e.g., http:// feeds.uchicago.edu ) </li></ul></ul></ul><ul><ul><ul><li>Links to RSS subscription page (e.g., in copyright footer) </li></ul></ul></ul><ul><li>External </li></ul><ul><ul><li>Consistency of University brand </li></ul></ul><ul><ul><li>Submissions to RSS directories, such as: </li></ul></ul><ul><ul><li>Podcast Directory </li></ul></ul><ul><ul><ul><li>Podcast Alley </li></ul></ul></ul><ul><ul><ul><li>Odeo </li></ul></ul></ul><ul><ul><ul><li>iPodder </li></ul></ul></ul><ul><ul><ul><li>Podcast Pickle </li></ul></ul></ul><ul><ul><ul><li>Yahoo! </li></ul></ul></ul><ul><ul><ul><li>iTunes </li></ul></ul></ul><ul><ul><li>Video iPod </li></ul></ul>
    37. 44. Value for Your College <ul><li>Questions for your college to consider: </li></ul><ul><li>Is there value in creating standards-and-use protocols? </li></ul><ul><li>Is there value in a centralized location for RSS and podcast feeds? </li></ul><ul><li>Is there value in creating (or investing in) a more robust feed generator? </li></ul>
    38. 45. Case Study: CHIASMOS <ul><li>2003, Center for International Studies (CIS) </li></ul><ul><ul><li>began audio recording lectures </li></ul></ul><ul><ul><li>other area studies centers followed </li></ul></ul><ul><ul><li>CAN TV (public access) occasionally recorded events for broadcast, also providing audio and video files for the Web </li></ul></ul><ul><li>Spring / Summer 2006 </li></ul><ul><ul><li>Volume of recordings created opportunity for outreach </li></ul></ul><ul><ul><li>Outreach mandated by the Centers’ Title VI grants from the U.S. Department of Education. </li></ul></ul><ul><ul><li>CIS communications / outreach staff made plan for CHIASMOS </li></ul></ul><ul><ul><li>Asked CMIG to provide recording and postproduction services (10-15 events per quarter) </li></ul></ul><ul><li>Fall 2006 </li></ul><ul><ul><li>Names </li></ul></ul>
    39. 46. Case Study: Chiasmos
    40. 47. Case Study: Chiasmos
    41. 48. Case Study: CHIASMOS <ul><li>World Beyond the Headlines </li></ul><ul><ul><li>launched on iTunes January 2006 </li></ul></ul><ul><ul><li>Began tracking subscriptions via FeedBurner July 28, 2006 </li></ul></ul><ul><ul><li>Averaged between 200-300 subscribers until late November 2006, when it was featured as one Wired ’s five favorite higher ed podcasts; subscriptions grew to over 1000 by January 2007. </li></ul></ul><ul><ul><li>Now 1690 subscribers, 281 reach </li></ul></ul><ul><ul><li>88,013 downloads of 32 enclosures since July 18, 2006 </li></ul></ul><ul><li>CHIASMOS audio (master podcast of all audio files archived on CHIASMOS) </li></ul><ul><ul><li>149 Subscribers, 28 reach </li></ul></ul><ul><ul><li>15,129 downloads of 111 enclosures since September 27, 2006 </li></ul></ul><ul><li>CHIASMOS video (master podcast of all video files archived on CHIASMOS) </li></ul><ul><ul><li>35 subscribers, 9 reach </li></ul></ul><ul><ul><li>2,731 downloads of 49 enclosures since September 27, 2006 </li></ul></ul><ul><li>Human Rights Distinguished Lecturer Series (Sponsored by Human Rights Program) </li></ul><ul><ul><li>284 subscribers, 41 reach </li></ul></ul><ul><ul><li>5,035 downloads of 14 enclosures since July 19, 2006 </li></ul></ul><ul><li>Latin American Briefing Series (sponsored by Center for Latin American Studies) </li></ul><ul><ul><li>517 subscribers, 77 reach </li></ul></ul><ul><ul><li>12,298 downloads of 34 enclosures since July 19, 2006 </li></ul></ul><ul><li>Total downloads via podcast since July 18, 2006: 123,206 </li></ul>
    42. 49. Case Study: CHIASMOS <ul><li>Project Costs </li></ul><ul><ul><li>contracting with CMIG for their services, at between $185 - $250 (depending upon the complexity of editing, etc.) per event </li></ul></ul><ul><ul><li>estimate the total cost of recording and post-production at approximately $5k through the first two quarters of the project </li></ul></ul><ul><ul><li>additional costs include approximately 7.5 hours per week of CIS staff time for the construction and maintenance of the CHIASMOS website and podcasts (approx $14k annually) </li></ul></ul>
    43. 50. Social Media: MySpace <ul><li>124 million profiles in 2.5 years (10/06)* </li></ul><ul><li>Web pages that serve as </li></ul><ul><ul><li>Diary </li></ul></ul><ul><ul><li>E-mail program </li></ul></ul><ul><ul><li>Photo album </li></ul></ul><ul><li>Content shared with friends (whose pictures appear) </li></ul><ul><li>* From Washington Post “In Teen’s Web World, MySpace Is So Last Year” </li></ul>
    44. 51. Social Media: MySpace
    45. 52. Social Media: MySpace
    46. 53. Social Media: Facebook
    47. 54. Social Media: Facebook <ul><li>7.5 Million users </li></ul><ul><li>2100 colleges </li></ul><ul><li>22,000 high schools </li></ul><ul><li>1000+ companies </li></ul><ul><li>90+% utilization* </li></ul><ul><li>Does Facebook own your campus? </li></ul><ul><li>*From study at University of NC </li></ul>
    48. 55. Social Media: YouTube <ul><li>YouTube (GoogleVideo) now offers college pages </li></ul><ul><li>Videos vary in topic, student and college produced </li></ul><ul><li>Ziddio also has a “Facebook Diaries” program that integrates with Facebook </li></ul>
    49. 56. Social Media: YouTube
    50. 57. Social Media: YouTube
    51. 58. HTML Email <ul><li>Strategic Communications </li></ul><ul><li>Identifying Unmet Needs </li></ul><ul><li>Creating Your HTML Email Campaign </li></ul><ul><ul><li>Case Study: Participate Campaign </li></ul></ul>
    52. 59. Strategic Communication <ul><li>Use email campaigns as a means to change behavior </li></ul><ul><ul><li>E.g., to give back to the University, to drive traffic to a Web offering </li></ul></ul><ul><li>Use wisely (and not too often) </li></ul><ul><ul><li>How often do you (and your staff) communicate with this constituent group? </li></ul></ul><ul><li>Track the success of your campaign </li></ul><ul><ul><li>Click throughs </li></ul></ul><ul><ul><li>Gifts </li></ul></ul>
    53. 60. Creating Your HTML Email Campaign <ul><li>Don’t do it yourself; use an industry vendor </li></ul><ul><ul><li>Vertical Response </li></ul></ul><ul><ul><li>Topica </li></ul></ul><ul><li>Both Vertical Response and Topica can work with your data </li></ul><ul><li>Provides tracking </li></ul><ul><li>Offers personalized print campaign collateral (e.g., postcards) </li></ul><ul><li>HTML campaign can include other types of new media </li></ul><ul><ul><li>Audio and Video files, links to blogs, slideshows, etc. </li></ul></ul>
    54. 63. III. Integrating New Media in Communications Plans
    55. 64. Integrating New Media in Communications Plans <ul><li>Understanding your stakeholders </li></ul><ul><ul><li>Identifying unmet communications needs </li></ul></ul><ul><li>Understanding your organization </li></ul><ul><ul><li>What is your communications mix? </li></ul></ul><ul><li>Target and position </li></ul><ul><li>Communication process and vehicles </li></ul><ul><li>Recommendations </li></ul>
    56. 65. Understanding your stakeholders <ul><li>Identify primary and secondary stakeholders </li></ul><ul><ul><li>Alumni, donors, prospective students, current students, parents, community </li></ul></ul><ul><ul><li>Journalists; local, state, federal government; industry, prospective faculty </li></ul></ul><ul><li>Demographics and psychographics </li></ul><ul><ul><li>location, socio-economic variables, lifestyles, media use patterns, behaviors, benefits sought </li></ul></ul><ul><li>Develop profiles </li></ul>
    57. 66. Identifying unmet needs <ul><li>How well do stakeholders feel needs are being met? </li></ul><ul><ul><li>Annual survey of random samples from constituents to identify strengths and weaknesses in your communications mix; track progress </li></ul></ul><ul><li>How well coordinated are you in communicating to stakeholders to achieve organizational goals? </li></ul><ul><ul><li>Infrastructure (centralized, decentralized), success measures, consistency across communication channels (look and feel) </li></ul></ul><ul><li>How do you currently reach stakeholders? </li></ul><ul><ul><li>Face to face, print, email, audio/video (DVDs, Web video) </li></ul></ul>
    58. 68. Understanding your organization <ul><li>“ Brand” value and perception </li></ul><ul><li>What is your mission? </li></ul><ul><li>Who do we serve? What benefits do we provide? </li></ul><ul><li>Sources of competitive advantage </li></ul><ul><ul><li>Core competencies of the organization </li></ul></ul><ul><ul><li>Physical assets, intangible assets, capabilities, human capital </li></ul></ul><ul><li>SWOT Analysis </li></ul><ul><ul><li>Internal: Strengths Weaknesses </li></ul></ul><ul><ul><li>External: Opportunities Threats </li></ul></ul>
    59. 69. SWOT Analysis of CMIG
    60. 70. Target and position <ul><li>Perceptual Mapping </li></ul><ul><li>How do stakeholders perceive you? </li></ul><ul><li>How do stakeholders perceive your competitors? </li></ul><ul><li>Differentiation: Where do you want to be? </li></ul>
    61. 71. Creating Your Message <ul><li>Message flows from </li></ul><ul><ul><li>Target and Position </li></ul></ul><ul><ul><ul><li>Desire to change your position </li></ul></ul></ul><ul><ul><li>SWOT Analysis </li></ul></ul><ul><ul><ul><li>Strengths, Opportunities </li></ul></ul></ul><ul><ul><li>Survey Data </li></ul></ul><ul><ul><ul><li>What resonates with your constituents? </li></ul></ul></ul>
    62. 72. Case Study: Participate Campaign <ul><li>Development Office campaign for young alumni </li></ul><ul><ul><li>FY06 received under $4M primarily through phone </li></ul></ul><ul><ul><li>Instituted print, email, and new media (video) “Participate” campaign based on profiles of young alumni </li></ul></ul><ul><ul><li>By March 2007 already reached 85% of target $6M </li></ul></ul>
    63. 73. Case Study: Participate Campaign
    64. 74. Case Study: Participate Campaign <ul><li>November 2006, aggressive email campaign to young alumni </li></ul><ul><li>Giving in November increased </li></ul>
    65. 75. Communication Process & Vehicle Selection <ul><li>Awareness </li></ul><ul><ul><li>Press releases, Web site </li></ul></ul><ul><li>Credibility </li></ul><ul><ul><li>Faculty press mentions, quotes, rankings </li></ul></ul><ul><li>Interest </li></ul><ul><ul><li>White papers, press articles, conference presentations, advertising, blogs, event recordings </li></ul></ul><ul><li>Preference </li></ul><ul><ul><li>Information sheets, collateral, brochures, promotional videos, podcasts, blogs </li></ul></ul><ul><li>Selection </li></ul><ul><ul><li>Maintenance communications, RSS feeds, podcasts </li></ul></ul><ul><li>Loyalty </li></ul><ul><ul><li>Thank you emails , regular mail, phone </li></ul></ul>
    66. 76. What is your communication mix? How do you currently communicate / interact? Are these communications “strategic”? Are they aligned to user needs?
    67. 77. Budget, Staffing, Schedule <ul><li>Budget </li></ul><ul><ul><li>Investment not a cost </li></ul></ul><ul><ul><li>Specific costs of types of projects </li></ul></ul><ul><ul><li>Invoicing: Freshbooks.com </li></ul></ul><ul><li>Staffing </li></ul><ul><ul><li>Need one dedicated production professional (senior producer, producer, assistant producer) </li></ul></ul><ul><ul><li>Interns, students </li></ul></ul><ul><li>Schedule </li></ul><ul><ul><li>Calendaring system: Oracle, Google Calendar </li></ul></ul><ul><ul><li>FreedBack.com, Wafoo.com (web form apps) </li></ul></ul>
    68. 78. Recommendations <ul><li>Establish task force of communicators / leaders for each stakeholder </li></ul><ul><li>Establish list of key messages, broken out by stakeholder group </li></ul><ul><li>Develop standard survey of stakeholders needs </li></ul><ul><li>Include measurement in every communication plan </li></ul><ul><li>Focus on the value of behavioral changes that can result from successful communication </li></ul>
    69. 79. Thanks! <ul><li>Matt Howard </li></ul><ul><li>[email_address] </li></ul><ul><li>773-702-5071 </li></ul><ul><li>Renee Basick </li></ul><ul><li>[email_address] </li></ul><ul><li>773-834-7955 </li></ul><ul><li>http://cmig.uchicago.edu </li></ul><ul><li>http://research.uchicago.edu/highlights </li></ul>

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