““Roads Leading to EXCELLENCE”Roads Leading to EXCELLENCE”““Roads Leading to EXCELLENCE”Roads Leading to EXCELLENCE”Mass CommunicationMass CommunicationMass CommunicationMass Communication

2

Name: Shakira Hardison

Title: Interim Director of the Quality Enhancement Plan

Department :QEP/Academic Affairs

3

Marketing Communications

Road to Excellence

Information Resources

Communications Vehicles

The Brand: Creating, Communicating, and Protecting It

Key Messages: Staying on Point

4

4

Campus Communications Role

I disseminate the following information:

Newsletter Articles; data reports; program updates

My recipients are...Internal: ALL students / staff / faculty / admin.

Both Campus and external audiences

5

Information Resources

I need information from…

various internal departments including ITC, Institutional Research, Academic Assessment, Retention

I receive information from...

Media Relations, various internal departments including ITC, Institutional Research, Academic Assessment, Retention

6

Communications Vehicles

I communicate to my audiences via:Radio broadcasts

Internet/web site

Email blasts

Telephone

Electronic & hard copy documents

Other vehicles/devices (specify)

Electronic Boards

7

How Do Your Communications Flow?Flow Chart Legend: (Cut, paste or copy the symbols and arrows to create your flow chart on the next page.)

Start/End of the Process

Documents (To/from where?)

Data (What data? To/from where?)

Instructions or actions

Did someone have to make a decision or give approval before you could proceed?

8

How Do Your Communications Flow?

9

BEYOND THE

“Developing tactics without a branding strategy is like taking a joy ride on an unguided missile.”

Pat ArnoldPhoeniX Strategic Communications. LLC

10

What Is Our Brand?• It is the emotional and psychological

relationship with our customers.

• Brands speak to the mind and heart of our target audience: What do prospective students, parents, teachers and counselors think and feel when they hear “Grambling?”

11

What Is Our Brand?• Everything—every strategy, personal

interaction, and marketing execution pivots around the brand;

• It serves as our cornerstone;

• It highlights our uniqueness;

• It inspires a desire to associate with the University.

12

What Is Our Brand?If we don’t understand our brand, we can’t communicate it to others;

We must:

• KNOW our brand;

• TAKE PRIDE in our brand;

• BE our brand, and

• PROTECT our brand.

13

What Is Our Brand?• We must make sure our stakeholders—

from prospective students to large donors and lawmakers—know and understand the Grambling brand;

• Each member of the Grambling family—from students to staff, faculty, administrators and alumni—must adhere to the brand’s values. Why?

14

Developing the BrandA brand comprises three key elements:

•Core Values

•Mission Statement

•Vision Statement

15

Start with Core Values• Core values are the foundation of

the University. All of the decisions the administration makes are based on the established core values.

• Core values must be true – not a wish list, but an honest assessment of the University’s intentions.

16

Determining Core Values• Start with a long list of core values

• Narrow them to three to five words that really embody the most important aspects of Grambling.

• If there are other words that you prefer, write them in.

17

Sample Core ValuesAuthenticityAccountabilityAffordabilityNurtureSafetyExcellencePragmatismDiversityCommitmentReliabilityComfortHumilityFamilyPositivityCreativityIntegrityEducationTop Quality

FunFairSimplicityInnovationCollaborationCleanlinessRelevanceVisionaryCommunityDynamicAspirationBeautifulSavvyIntelligentLuxuriousBoldExclusiveInspiration

DiligenceConsiderateHappyHealthyGolden RuleTenaciousSpiritualSoulfulPerfectionOptimismRealisticCoolIndependenceEqualityObjectiveEco-consciousCustomer DelightAlternative

VintageCustomer SatisfactionCompassionConfidenceEthicalExclusivityResourcefulTimelyPassionFashionSecurityFitnessNaturalEnthusiasmThoughtfulCompetenceUniqueTrustworthy

18

Write a Core Values StatementSelect core values and actions that support them,

e.g.:

• Excellence: We value excellence and perform every task—no matter how large or small—with the excellence befitting this great institution.

• Nurture: We value a nurturing environment and so we provide the support all members of the Grambling family need to succeed.

• Golden Rule: We value fairness and integrity and treat everyone the way we’d want to be treated.

19

Next Step: Vision Statement• A vision statement is Grambling’s challenge to

itself: How great is the University going to be in the future?

• The vision reflects the highest standard that Grambling will achieve. It should be a lofty goal, but still realistic.

• It is an inspirational reminder that GSU is striving toward something bigger, and that there is a purpose to the work being done. The vision statement is a powerful tool, and it should be bold.

20

Sample Vision StatementsApple Computer: “Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them.”

Microsoft: “There will be a personal computer on every desk running Microsoft software.”

21

Final Step: Mission StatementA mission statement provides a worthwhile, singular focus or goal to an organization. It describes its purpose and reflects the values.

This can be expressed in a sentence or two, or a short paragraph.

22

Sample Mission StatementsMcDonald’s: “To satisfy the world’s appetite for good food, well-served, at a price people can afford.”

Google: “To organize the world’s information and make it universally accessible and useful.”

23

PLEASE NOTE:

It will be this team’s responsibility to:

•Provide core values, vision and mission statement recommendations to the President’s Executive Council, which ultimately must approve them.

•Until these branding components are established, all marketing strategies and tactics will lack both focus and context for successful execution, which wastes both time and effort.