“Roads Leading to EXCELLENCE” Mass Communication

1 Name: Bruce Morgan Title: Webmaster Department: Information Technology

2 Marketing Communications Road to Excellence Information Resources Communications Vehicles The Brand: Creating, Communicating, and Protecting It Key Messages: Staying on Point 4

3 Campus Communications Role I disseminate the following information: Web based news, events, and information about the university. My recipients are... Internal: (circle) students / staff / faculty / admin. Media outlets and other external audiences Campus and external audiences

4 Information Resources I need information from… Official university approved sources. I receive information from... Debra (media relations)

5 Communications Vehicles I communicate to my audiences via: Radio broadcasts Television: News broadcasts Television: Closed Circuit Internet/web site blasts Social media Telephone Electronic & hard copy documents Other vehicles/devices (specify)

6 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?

7 How Do Your Communications Flow? I receive information for posting from approved sources Create a work order for work to be performed I format the information and code/prepare it for posting Post information to website

8 BEYOND THE “Developing tactics without a branding strategy is like taking a joy ride on an unguided missile.” Pat Arnold PhoeniX Strategic Communications. LLC

9 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?”

10 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.

11 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.

12 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?

13 Developing the Brand A brand comprises three key elements: Core Values Mission Statement Vision Statement

14 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.

15 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.

16 Sample Core Values Authenticity Accountability Affordability Nurture Safety Excellence Pragmatism Diversity Commitment Reliability Comfort Humility Family Positivity Creativity Integrity Education Top Quality Fun Fair Simplicity Innovation Collaboration Cleanliness Relevance Visionary Community Dynamic Aspiration Beautiful Savvy Intelligent Luxurious Bold Exclusive Inspiration Diligence Considerate Happy Healthy Golden Rule Tenacious Spiritual Soulful Perfection Optimism Realistic Cool Independence Equality Objective Eco-conscious Customer Delight Alternative Vintage Customer Satisfaction Compassion Confidence Ethical Exclusivity Resourceful Timely Passion Fashion Security Fitness Natural Enthusiasm Thoughtful Competence Unique Trustworthy

17 Write a Core Values Statement Select 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.

18 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.

19 Sample Vision Statements Apple 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.”

20 Final Step: Mission Statement A 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.

21 Sample Mission Statements McDonald’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.”

22 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.