The communications team conducted an audit of their work to streamline efforts. They found they were primarily focused on admissions/enrollment communications through the website, emails, social media, and print materials. However, they wished to do more with mobile apps, analytics integration, and CRM involvement. Some tasks like daily website updates could be passed on, while efforts with alumni and donors needed more focus. The audit also examined audiences to ensure efforts were not overlapping and the right messages were being sent to the right groups. This would allow for strategic realignment of the communications team.

1. BUILDING A STRATEGIC
AND INTEGRATED
COMMUNICATIONS TEAM
Sample of work by Sherrie Medina as Assoc. Vice President of
Communications and Strategic Initiatives

2. 1. PEOPLE/TEAM
2. AUDIT/INVENTORY
3. STREAMLINING
4. BRAND

3. 1. PEOPLE/TEAM

4. PEOPLE/TEAM - 2007
10 headcount - (3 graphics, 2 PR, 1 rover, 3 web, 1 director (web))
Chief Operating Officer and Admissions and Enrollment 2007
Executive Director Director of Director
Public Relations Public Relations Web & Ecommunications
Assistant Director Graphic
Public Relations Designer Web and Applications
Web Designer Web Master
Developer/Designer +
CMS Administrator
Temp Marketing Graphic
Coordinator Designer
STUDENT
WORKER
Office Assistant

5. PEOPLE/TEAM - 2009
10 headcount - 10 (2 graphics, 2 marketing/pr, 1 editorial, 3 web, 2 executive
directors)
Minimal increase to overall budget salary line
Associate Vice President for Communications and Strategic Initiatives 2008 - Present
Executive Director Executive Director
Marketing, PR, Graphics Web & Ecommunications
Assistant Director
Web and Applications ecommunications &
Marketing Copywriter Web & Interactive Digital Content Manager
Graphic Design Developer/Designer + Social Media
Coordinator Media Designer & Trainer
CMS Administrator Coordinator
Graphic Designer Marketing STUDENT STUDENT
Web and Digital Web Editor
Assistant Writer
Asset Assistant
STUDENT STUDENT
Designers x 4 Marketing Assistant
Production Team
Photographer &
d.studio Videographer
6 to 8 STUDENTS
[2 institutional projects] Staff managed out of
Team Taught with Media Center but projects
Asst. Dr. Graphics + directed through
SAIC VisComm MPG and WE
Faculty

6. 2. AUDIT/INVENTORY

7. TAKING INVENTORY
What we’ve always done
What we do now
What we wish we could do
What we shouldn’t be doing

8. TAKING INVENTORY 07-11*
Communications Summary of Workload 2007 – 2011
Communications FTE
2007: 10 (3 graphics, 2 pr, 1 rover, 3 Web, 1 director (Web))
2009: 10 (2 graphics, 2 marketing/pr, 1 editorial, 3 Web, 2 executive directors, minimal increase to overall salary line)
2010: 12 (2 graphics, 2 marketing/pr, 1 editorial, 5 Web, 2 executive directors)
WHAT WE’VE ALWAYS DONE WHAT WE DO NOW WHAT WE WISH WE COULD DO WHAT WE SHOULDN’T CONSIDERATIONS
BE DOING
ADMISSIONS/ Web / website updates, online Site updates and micro-site and mobile app Day-to-day site/portal
ENROLLMENT Portal forms, url aliases, online enhancement, url aliases, development; monthly content updating, calendar,
calendars, online event landing page set up, analytics aggregated with announcement and event
2007 print jobs = 14 updates, some CRM support analytics on demand, online social media and updates (only
2009 print jobs = calendars, online forms (for ecommunication efforts editorial/deployment
88+ events, tours, etc.), online data,; more involvement with approval stays with
event input and updating, CRM, website, and social web/communications team)
digital signage and portal media integration and
event posting, minimal CRM development; more robust
support as relates to website, online source/analytics
Hobsons VIP webpage tracking; robust online tour
refresh/development when (w/ video, photos, google
needed; some maps and augmented reality
source/analytics tracking integration)
e- eTemplates, VIP layout set up etemplates as requested Develop integrated
Comm dynamic and personalized
content with rich media
elements into esends based
on demographics and profile
information, work more
closely with Admissions in
regards to key send content
and what online content
should be
updated/refreshed to
support send, esend tracking
Social none YouTube, Vimeo updates (FB Admissions student blogs set
Media posts handled by Admissions up and administration;
team); template Applicant/Admitted student
enforcement; periodic community building site;
content monitoring FB/Twitter institutional posting
* inventory for 14 different internal partners

9. AUDIENCE OR CANNIBALISM?
Target Audiences for Marketing and Communications Initiatives
High School
High School Teachers/ Potential
Students Counselors Parents Student Parents Alumni Donors General Public Faculty Staff Press/Media
Admissions/Enrollment
Development
Alumni
Student Affairs
Financial Aid
Career Services
COOP
Academic Departments
Children/Preteen
Workshops
Continuing Studies
Early College Program
Public Programs
Special Collections
Exhibitions

12. EARLY COLLEGE/KIDS ADMISSIONS
Adult / Childrens Brochure + NY Times Undergrad catalogue
Insert Grad catalogue
SAIC Kids ad campaign Student poster
Child postcard (undated) Teacher poster
Camp Postcard Undergrad booklets
Child apron National advertising
Child backpack High School advertising
Camp t-shirts Community College Advertising
ECP quote card SAIC brochure
ECP / SI booklet SAIC campus map
ECP / SI registration announce card Parent
TICA application PDF
APSI application PDF
TICA / APSI DMP
TIME application PDF INTERNATIONAL
Dept. Pub Poster Presentation Templates/Images
ECP / SI online exhibition card XXX
TICA CD cover / card XXX
ECP / SI application PDF / print XXX
ECP Spring DMP XXX
Certificate of Recognition XXX
SECTP Campus Map PDF
TIME announcement card
ECP Summer DMP
TICA Buttons
SAIC summer DMP (undergrad)
ECP NPD card
ECP envelope
ECP T-Shirts

13. STREAMLINING/
PROCESSES

14. COMMUNICATIONS PORTAL

15. BRAND AND EDITORIAL GUIDELINES

16. GRAPHIC TEMPLATES
header
SUBHEAD
Wisit alit lummod tat utLorero
erilisi. Ore min utpatue venia-
met utat. Ut vulla amconse mod
eriure volese vel eugue min
hendreet, augueratum deleniat
utpatuer susting ero essi.
headline
SUBHEAD
Wisit alit lummod tat ut. Lorero erilisi. Ore min utpatue veniamet utat.
Ut vulla amconse mod eriure volese vel eugue min hendreet, auguer
Call to action text style.
For more information, visit www.saic.edu
CALL TO ACTION
•Digital Signage
•Ads print/web
TEXT STYLE.
For more information,
visit www.saic.edu
•Posters
•Postcards
•Presentation Templates

17. PRESS KIT

18. PRESS KIT
INSERTS
•Notable Alumni
•SAIC At a Glance
•SAIC Stats
•Timeline
•Campus Map
•Press Images

19. SCHOOL BROCHURE

20. BRANDING AND LOGO
•13 Logos/Identities
•Created 1 Tri-Brand

21. YEARLY PLAN/CREATIVE KICKOFF
Content/Dates/Budget
Audience
Past/Likes
Marketing/Graphics/Writing/Web
1st - Yearly Plans Summer 10

22. PLANNING WORKFLOW
Integrated marketing-larger organizational message
Marketing/Graphics Workflow

23. MEDIA PLANS
John Fashion show a lot
Rae e plan
•Advertising
•Printed Materials
•Web/eComm/Social Media

24. RECEPTACLES
PUBLIC NEWS PUBLIC INTERNAL INTERNAL
Recent articles on the PROGRAMMING EVENTS ACCOMPLISHMENTS
web and in the news
MAJOR
NEWS
ITEMS
Long and/or Events + Monday Wednesday
short eReleases Disruptions “Happenings” “Accomplishments”
magazine and email email
email

25. MESSAGE REACH
AND Monday
Home page
CONSISTENCY “Happenings”
email send feature
➝
➝
➝
Posted on
➝ eReleases
➝
RSS feed
➝
➝
➝
Post in web Portal News
press room Highlights
eVites

26. MARKET RESEARCH

27. BRAND