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26TH ANNUAL MIS CONFERENCE STAKEHOLDER OUTREACH, MARKETING, AND COMMUNICATIONS (FEBRUARY 13, 2013)
Agenda
• Background
• Finding the Right Partners
• Our Goals
• Research, Planning, and Strategy
• Next Steps
2
Background
Virginia Department of Education
State Council on Higher Education for Virginia
Virginia Employment Commission
Virginia Community College System (Workforce Office)
Virginia Information Technologies Agency
with support from
&
3
Finding the Right Partners
Prescreening: Identification and Research
Pitches: 30-minute pitches to Governance Committee
Bidding: Quad-chart submissions with ROM costs
Proposal: Full proposal submissions
4
Finding the Right Partners
5
Our Stakeholders
Degree of Engagement:
• Policy-makers
• Researchers
• Educators
• Potential Partners
• General Public
6
Our Goals
VLDS Communications Plan should:
• Promote VLDS capabilities (and limitations)
• Communicate a unified and consistent message
• Reach our various stakeholders by the most efficient means
• Develop a communications workflow
• Help identify a path to sustainability
7
Discovery
INPUT
• Interviews with stakeholder, champions, and opposition
• Best practice research
• Media audit
OUTPUT
• Identification of communication gaps
• Prioritization of challenges to tackle
8
Discovery
• Inconsistent messaging from VLDS
• Reinforced concerns surrounding privacy and data security
• Revealed various misconceptions about the VLDS
• Identified external champions and critics
9
Plan Development
INPUT
• Discovery research and analysis
OUTPUT
• Actionable, short- and long-term tasks and guidance
10
Communications Channels
How can we work with separate teams, processes, and audiences?
1. Unified Messaging
11
Unified Messaging
Imbed VLDS video
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Unified Messaging
13
Communications Channels
How can we work with separate teams, processes, and audiences?
1. Unified Messaging
2. Communications Workflow and Protocol
14
Communications WorkFlow
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Communications Protocol
Communications Working Group
• Members from all partners’ communications teams
Communications Kit
• Messaging protocols
• Messaging tool and resources: boilerplate, branding materials (e.g., logos, videos), FAQ
16
Communications Tactics
Media Relations
• Single POC that directs inquiries
• Media Outreach efforts
• Desk sides
• Opinions
• Events
• Newsletters, publications, and press releases
17
Communications Tactics
Annual Conference
• Raise awareness around VLDS and VLDS-powered research
• Lessons learned
Government Relations
• Timeline
• Key milestones
• Key members/staff
18
Branding Concepts
19
Branding Concepts
20
Branding Concepts
21
Brand Voting
Imbed live chart
22
Next Steps
23
Next Steps
24
Questions?
Contact information:
25