26th annual mis conference stakeholder outreach, marketing, and communications (february 13, 2013)

26TH ANNUAL MIS CONFERENCE STAKEHOLDER OUTREACH, MARKETING, AND COMMUNICATIONS (FEBRUARY 13, 2013)

Agenda

• Background

• Finding the Right Partners

• Our Goals

• Research, Planning, and Strategy

• Next Steps

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Background

Virginia Department of Education

State Council on Higher Education for Virginia

Virginia Employment Commission

Virginia Community College System (Workforce Office)

Virginia Information Technologies Agency

with support from

&

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Finding the Right Partners

Prescreening: Identification and Research

Pitches: 30-minute pitches to Governance Committee

Bidding: Quad-chart submissions with ROM costs

Proposal: Full proposal submissions

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Finding the Right Partners

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Our Stakeholders

Degree of Engagement:

• Policy-makers

• Researchers

• Educators

• Potential Partners

• General Public

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Our Goals

VLDS Communications Plan should:

• Promote VLDS capabilities (and limitations)

• Communicate a unified and consistent message

• Reach our various stakeholders by the most efficient means

• Develop a communications workflow

• Help identify a path to sustainability

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Discovery

INPUT

• Interviews with stakeholder, champions, and opposition

• Best practice research

• Media audit

OUTPUT

• Identification of communication gaps

• Prioritization of challenges to tackle

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Discovery

• Inconsistent messaging from VLDS

• Reinforced concerns surrounding privacy and data security

• Revealed various misconceptions about the VLDS

• Identified external champions and critics

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Plan Development

INPUT

• Discovery research and analysis

OUTPUT

• Actionable, short- and long-term tasks and guidance

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Communications Channels

How can we work with separate teams, processes, and audiences?

1. Unified Messaging

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Unified Messaging

Imbed VLDS video

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Unified Messaging

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Communications Channels

How can we work with separate teams, processes, and audiences?

1. Unified Messaging

2. Communications Workflow and Protocol

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Communications WorkFlow

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Communications Protocol

Communications Working Group

• Members from all partners’ communications teams

Communications Kit

• Messaging protocols

• Messaging tool and resources: boilerplate, branding materials (e.g., logos, videos), FAQ

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Communications Tactics

Media Relations

• Single POC that directs inquiries

• Media Outreach efforts

• Desk sides

• Opinions

• Events

• Newsletters, publications, and press releases

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Communications Tactics

Annual Conference

• Raise awareness around VLDS and VLDS-powered research

• Lessons learned

Government Relations

• Timeline

• Key milestones

• Key members/staff

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Branding Concepts

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Branding Concepts

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Branding Concepts

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Brand Voting

Imbed live chart

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Next Steps

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Next Steps

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Questions?

Contact information:

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