April 12 2011Erasmus Staff Mobility WeekPagina 1 Erasmus Staff Mobility Week Workshop on Sapienza Communication Plan By Alessandra Barberis & Daniela Vingiani

April 12 2011 Erasmus Staff Mobility Week Pagina 1

Erasmus Staff Mobility WeekWorkshop on Sapienza Communication PlanBy Alessandra Barberis & Daniela Vingiani

April 12 2011 Erasmus Staff Mobility Week Pagina 2Pagina 2

What is a Communication Plan?

A Communication Plan is essentially a strategic document which

helps you to define the communication goals of your organization

and the right means to achieve them.


Project Steps

CLASSIC METHODOLOGY

• Preliminary benchmarking• Analyze the context • Determine goals• Identify target audiences• Select strategy• Identify key messages • Determine activities and channels of communication• Listen to the target audiences• Evaluation (impact assessment)• Determine resources and budget


COMMUNICATION AS AN INTEGRATION ELEMENT (of both structures and professionals)

Sapienza University is a wide and complex organization.

Communication usually involves many different actors, very often not necessarily professionals.Sapienza has chosen to involve all the structures in the process. Thus the Communication plan also assumed the role of a connecting element.


HOW TO INTEGRATE A COMPLEX ORGANIZATION (1)

The communication professionals in the central administration

Ufficio del RettoreUfficio stampa e comunicazione

UrpEventi

Cerimoniale

Centro InfoSapienza (ICT) Ripartizione Studenti

Sportello Ciao

Sportello Hello

UNIVERSITY’S COMMUNICATION


HOW TO INTEGRATE A COMPLEX ORGANIZATION (2)

Central information and communication providers

Dipartimento di comunicazione e ricerca sociale + Facoltà

RadioSapienza

Medialab

Ripartizione Attività edilizie (building activities)

Segnaletica (roads and building directions)

Ufficio Valorizzazione della ricerca

Promozione del brand scientifico (brand promotion)

COMUNICAZIONE

DI ATENEO Settore Valorizzazione del patrimonio (real estates assets)

Merchandising

Tutela del marchio (brand protection)


HOW TO INTERGATE THE KNOWLEDGE

Central and peripheral communication and information providers

Museums and Libraries

Research Centers

Rector

Governance

Administration

UNIVERSITY’S COMMUNICATION

Departments

Faculties


IDENTIFY YOUR GOALS

It’s of paramount importance to ensure accordance between communication goals and strategic objectives.

For this reason Sapienza Communication plan 2010 is inspired to the Strategic Plan 2007 – 2012, a document edited by the Strategic Evaluation Committee of the University.

http://www.uniroma1.it/nvs/doc2007.htm


COMMUNICATION GOALSThe Communication plan defines all communication objectives declined in specific actions to catty out within the relevant year (2010).

The plan highlights also structures and people involved in each action and the relevant stakeholders.

We set apart specific objectives and generic objectives.• Specific objectives are devoted to obtain particular results

defined by the Rector and the Governance• Generic objectives are intended to improve general

communication services and quality standards.


LISTENING TO THE TARGET AUDIENCES

• Interviews with the Strategic Evaluation Committee• Identification of the offices involved in implementing

the plan • Interviews with the “actors” involved in

communication activity within the University

This activity proved to be very useful also to assess the real state of communication processes within the University.


MAIN OBJECTIVES OF THE COMMUNICATION PLAN 2010

• Excellent students, foreign students• Communication services• University web site, web 2.0, university media • Direct mailing• Institutional publications• Internal and external events • Communication campaigns• Presence of the University in both national and

international rankings• Brand, community and spaces exploitation • Media relations


HOW TO ORGANIZE INTEGRATED COMMUNICATION

The list of objectives contained in the Plan corresponds to an integrated communication activity.

This activity is carried out throughout a series of different channels and means and with the contribution of many “actors” involved.

The first aim of the Communication plan is to coordinate and schedule this whole complex operation.


Attracting excellent students, attracting foreign students

To achieve this goal communication measures alone are not enough.

It’s necessary to increase scholarships and financial aids and to enhance the quality standards of communication services.


Affecting communication and information services

It is necessary to:

• Enhance information and support service via telephone

• Activate a toll – free line• Set up an auto responder for basic

information• Set the project of a real call center


Web site, web 2.0, university media

• Reengineering of Sapienza Web site with a brand new information architecture and implementation of a CMS

• Management of the presence of Sapienza University on the web 2.0 (Facebook, Twitter YouTube)

• Integration of the University media (RadioSapienza) in the web communication


Direct mailing

• Consolidation of existing communication products (newsletters) sent via mailing lists

• Campaign to increase the number of students using e-mail addresses within our web domain


Institutional publications

Mainly we have considered three different types of publications:

• A general presentation of the university (both in Italian and in English)

• A guide to procedures and services for international students (in English)

• A guide to services for students


Internal and external events

• Communication on main internal events (such as the inauguration of the academic year, the research day, the open days dedicated to prospective students)

• Participation in the main university fairs and PA expositions


Communication campaigns

Systematization of previous campaigns on specific topics:

• destination of 5 per thousand of taxes in favor of the university (February – June)

• Promotion of Sapienza merchandising (November - December).

Means: postings, web site, direct mailing


Presence in university rankings

• Act on the parameters used to evaluate

• Direct communication activity about the position of Sapienza through different channels (Press office, web site and so on.)


Brand, community and real estate exploitation

• Promotion of Sapienza Merchandising

• Brand exploitation related to the impact of our research activity on consumer products

• Real estate assets exploitation


Media relations

Media promotion of scientific news through the Press Office activity and within specific projects (Atomium culture).


Evaluation and impact assessment

• Interviews with all the “actors” involved in the editing of the Communication plan to verify both the actions for 2010 and the prospects for 2011

• Interviews with some key stakeholders (Rector, governance, students)

• Public convention as a moment to exchange ideas and analyze the outcomes among internal professionals and external observers and analysts


Thank you for your kind attention!

Documents

April 12 2011Erasmus Staff Mobility WeekPagina 1 Erasmus Staff Mobility Week Workshop on Sapienza Communication Plan By Alessandra Barberis & Daniela Vingiani