December 2004Communication Task Force -1- President’s Task Force on Communication Co-chairs: Sandy Alspach & Shelly Armstrong Committee members: Jennifer

December 2004 Communication Task Force-1-

President’s Task Force on Communication

Co-chairs: Sandy Alspach & Shelly Armstrong

Committee members: Jennifer AmlotteSandy BalkemaMichelle BallietRobert Beauchamp*Marty BledsoeCarma BurchamRick DuffettJoe Gorby

Ron GreenfieldPaula Hadley-KennedyJennifer HegenauerMaria Knirk* Ruth Ridderman Gretchen Spedowske

Also thanks to Jennifer Vereeke* and David Malewitz*

*Student Participants


Task Force Goal:• Determine how employees and students can create

community and understanding with our communication strategies and tools.

Challenge• Define communication vs. communications

Communication = process of message exchange

Communications = products/messages


Our Tasks• Assess internal communication

What do we do?What University information tools do you use?What do you want to know?How effective are the University’s information tools?


Our Tasks• Assess external communications

How do we promote the University externally?What do we do?What is our message and our image? Is it effective?


Considerations

Best PracticesStrengthsDiversity Short-term “Wins”Recommendations


ProcessInternal communication assessment

• Focus groups with more than 100 employees to assess:Methods of communication – valuable, invaluable and missed

opportunitiesThe Ferris mission – interpretation, effectiveness and

familiarity Image and diversity – representation in materials and special

programs


ProcessExternal communications assessment

• Materials collection survey to University departments to assess:Target audiences and forms of communicationBest practicesEvaluation techniquesEthnicity or regionally-based communicationsKey messages about programs/Ferris State University


Process (Cont…)

External communications assessment• Website analysis of key competitors

• Review of award-winning materials and current literature

• Attendance at professional conferences

• Discussions with colleagues and consultants


Themes

Strengths

Concerns

Short-term “Wins”

Longer-term Initiatives

Tools

Messages

Processes


Strengths• Tools

E-mail – Convenient but hard to access off campusWeb – a good information resource; cited by departments as

“best practice,” but too much information (not always updated and accurate); hard to navigate and control

Campus-Wide Notice daily digests – good but receive too late in the day and subject lines ambiguous

MyFSU – has potential but don’t understand how to use


Survey Results

00.5

11.5

22.5

33.5

44.5

5

Frequency Value

Lotus Notes

Key Individuals inDepartmentDepartment/Program MeetingsCampus WideNoticesCollege/DivisionMeetings


Strengths• Messages

Career orientation (applicable/hands-on learning)Unique mix of top quality programsConvenient location in beautiful settingSmall class sizes taught by experienced faculty not graduate

assistantsWell qualified graduates who find employment in their chosen

fields of studyStrong graphic identity for undergraduate recruitingLeader in electronic recruitmentRecruitment tagline “Unleash your potential” resonates well

with prospective students and their parents


Strengths• Processes

Response time to internal inquiries – getting better but still need improvement

Student-centeredness (dedicated to student success; strong relationships between employees and students; caring environment)

Alumni outreach/communication


Concerns• Tools

Information overload from variety of sources


Concerns• Messages

Lack of clarity of mission, vision, and values Uninformed about town/gown relationships and “our own people” Reputation as “suitcase” school persists; reputation as “party school”

and “last chance school” persists but is diminishing Too much emphasis placed on marketing technical and other niche

programs

Mission Statement Ferris State University will be a national leader in providing opportunities for innovative teaching and learning in career-

oriented, technological, and professional education.


Concerns• Processes

Faculty contacts and expertise undervalued De-centralization of marketing activities causes confusion,

fragmentation, inconsistent use of graphic standards, and ineffective marketing

Some audiences are overlooked (minority, non-traditional, and international students; employers; business and industry leaders)

Weak assessment of communication activities


Short-term “Wins”• Tools

Change Campus-Wide Notices to University-Wide Notices to avoid exclusion

Distribute CWN early afternoon instead of 5 p.m. Improve subject lines on CWNDetermine flaws in distribution and external access in CWNSend out personal notices as authorized on “our own people”

(deaths, other) on CWNExamine and communicate the process for updating the online

catalog


Short-term “Wins”• Tools (Cont…)

Develop an online directory of all faculty listing office hours, etc.

Migrate internal-audience-driven information on Ferris website to MyFSU and encourage use by employees

Improve key-word search-ability on websiteMake contact information easier to find on website Identify missing links and outdated information on websiteComplete further evaluation of FYI and its value to employeesOffer frequent training to new and current employees

(MyFSU, Banner, Lotus Notes, Web guidelines, FSUS100 classes, etc.)


Short-term “Wins”• Messages

Update and inform employees about use of and access to graphic standards

Provide regular updates on marketing initiativesClarify meaning of terms (degrees/programs;

image/reputation; Ferris/FSU)Clarify how we characterize the physical entities that make up

Ferris State University, i.e., one university brand with several locations, a system with regional campuses, two campuses with smaller sites around the state


Short-term “Wins”• Processes

Continue to offer and reinforce participation in “Project Pride” (more frequently), “No Wrong Door,” and other initiatives that impact impressions of Ferris

Identify ways to improve the quality of life for employees (i.e., offer a Head Start program at Tot’s Place, lower cost for access to Rec. Center and events)

Schedule University-wide programming (i.e., Summer University) when all employees can participate

Seek President, Cabinet, and University-wide clarification and validation of mission, vision, and values


Short-term “Wins”• Processes (Cont…)

Form a Senior Marketing Team with President Eisler setting the agenda for more coordinated marketing efforts

Develop internal recognition/reward program for “best marketing practices”

Offer employees training on how to use University marketing resources

Better use existing research to guide marketing decisionsBegin additional testing of tagline and other marketing

materials


Longer-term Strategic Initiatives• Tools

Review the structure, navigation and search-ability of the Ferris website

Assign to Web Advisory Board with input from UA&M and departmental Web content developers


Longer-term Strategic Initiatives• Messages

Develop a truly integrated marketing program for the University that is characterized by

making strategic marketing decisions tied to the University mission and strategic plan and supported by data

coordinating resources and sharing goals creating consistent and coordinated messages and graphics


Longer-term Strategic Initiatives• Processes

Develop and implement a University-wide, systematic method for administrative review

Decision-making from bottom-up as well as top-downConsider moving toward a corporate model for organizing

marketing functions to include such areas as marketing communications, market research, public relations, sales and service (admissions/enrollment services), and finance

Develop and implement a plan for the annual review of University communication processes


Thank You

to the University community and Committee members for your

participation and support!


Discussion

Documents

December 2004Communication Task Force -1- President’s Task Force on Communication Co-chairs: Sandy Alspach & Shelly Armstrong Committee members: Jennifer