Integrated Communications Plan for a University
True Digital Communications created an integrated communications plan that supported and built upon a university’s new strategic plan.
A university, located in a large metropolitan area, was experiencing a decline in enrollment due to an aging population and a somewhat flat school-age population. The university also struggled to differentiate itself from the nearly 20 similar colleges and Universities in the area. Although a new strategic plan was in place, an integrated communications plan was needed to bring all marketing communication together.
True conducted a two-day planning session with a cross-functional team from administration, faculty and staff. The session increased communication across the university and captured insights to improve the plan. Key plan elements include: Adopting a content marketing focus, and expanding web content; formalizing a social media plan; instituting a formal internal communication strategy; integrating admission marketing and public relations efforts; using media relations as a brand-building exercise; increasing engagement with the local community, and exploring an ambassadors program to increase outreach.
The university committed to rolling out the plan alongside their overall strategic plan, including the efforts of an “enrollment working group.” Participants felt a renewed sense of confidence in the institution’s ability to overcome its issues, and a sense of shared ownership regarding the marketing outcomes the integrated plan stipulated. The overall sense was that the university was on the right communication path.