A Plan Among Plans: Planning Your Communications The College of Human Ecology’s Integrated External Relations Planning Process Communicator’s Forum Presentation April 17, 2003

The Decision to Plan  Changing external environment  Pivotal moment in College history  Convergence of resources (money, talent, vision, leadership, timing)  Identity, positioning, and communication issues (name change, etc.)  New Leader

The Guiding Principles  Integrated  Focused on relationship-building  Outcomes-based, strategies to grow out of planning  Supported and championed by leadership

Support for Planning  Leadership from “the top”  Consistent buy-in across College  Input from Advisory Council  Creation of a Communications Council  Part of job description

Elements of Planning  Identification of constituents Analysis of relationship via SWOT  Brand Promises Relationship equilibrium Identify desired behavior  Measurable Objectives Leading and lagging indicators Desired behaviors  Culture

CHE Integrated External Relations Plan Culture Brand Promise Service Advisory Board Alumni (CHE Alumni Board, SSW Alumni Board) Business Leaders Community Leaders Donors Employers/Internship Providers Extension Service Friends/Volunteers Foundations High School Guidance Counselors Legislature and Local Government Media MN Council of Non-Profits MN Residents Parents Professional Organizations Students (Current Undergraduate) Students (Current Graduate) Students (Prospective Undergraduate) Students (Prospective Graduate) Other programs like CHE University Relations College of Human Ecology DHA FSoS FScN SSW DHA Admin FSoS Admin FScN Admin SSW Admin Faculty Student and Career Services Development Alumni Relations Continuing Professional Studies External Relations Dean and Associate Deans Outreach and Extension External Relations U of MN Admin

Strategic planning Mission Goals Efficiency Competence in performance Effectiveness Relationship between results and objectives Brand Promise Service Culture Inputs Outputs target audience College Delivery point of product access to customer via employees Faculty Development Alumni relations, etc Accountability Students, alumni, donors, etc Brand promise actualized brand promise created operational excellence = product excellence SLB February 17, 2003 College of Human Ecology Strategies for Excellence

Where we’re headed…  Know and understand constituents  Measurable objectives attached to goals and strategies  Responsive and relevant to external environment

Where we’re headed…  Integrated and collaborative internal structure  Short-term and long-term strategies  We’re all headed in the same direction with the goals and initiatives as a framework

Current Examples  Designed With You in Mind Relationship-building with professionals  CHE Today, Knowledge Meets Real Life Relationship-building with policymakers  Media Relations in cooperation with academic & administrative units Cycles and “Artificial Cycles”

Lessons Learned  Strategic communications planning needs to be in someone’s job description  Short-term and long-term planning and strategies are important  Planning efforts need to be collaborative and supported at top, bottom, and middle of hierarchy

Lessons Learned  Change isn’t easy  Building strategic alliances is important  Strategic communications planning must be seen as an investment and essential