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April 12 2011Erasmus Staff Mobility WeekPagina 1 Erasmus Staff Mobility Week Workshop on Sapienza Communication Plan By Alessandra Barberis & Daniela Vingiani.

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Presentation on theme: "April 12 2011Erasmus Staff Mobility WeekPagina 1 Erasmus Staff Mobility Week Workshop on Sapienza Communication Plan By Alessandra Barberis & Daniela Vingiani."— Presentation transcript:

1 April Erasmus Staff Mobility WeekPagina 1 Erasmus Staff Mobility Week Workshop on Sapienza Communication Plan By Alessandra Barberis & Daniela Vingiani

2 April Erasmus Staff Mobility WeekPagina 2 What is a Communication Plan? A Communication Plan is essentially a strategic document which helps you to define the communication goals of your organization and the right means to achieve them.

3 April Erasmus Staff Mobility WeekPagina 3 Project Steps CLASSIC METHODOLOGY Preliminary benchmarking Analyze the context Determine goals Identify target audiences Select strategy Identify key messages Determine activities and channels of communication Listen to the target audiences Evaluation (impact assessment) Determine resources and budget

4 April Erasmus Staff Mobility WeekPagina 4 COMMUNICATION AS AN INTEGRATION ELEMENT (of both structures and professionals) Sapienza University is a wide and complex organization. Communication usually involves many different actors, very often not necessarily professionals. Sapienza has chosen to involve all the structures in the process. Thus the Communication plan also assumed the role of a connecting element.

5 April Erasmus Staff Mobility WeekPagina 5 HOW TO INTEGRATE A COMPLEX ORGANIZATION (1) The communication professionals in the central administration Ufficio del Rettore Ufficio stampa e comunicazione Urp Eventi Cerimoniale Centro InfoSapienza (ICT) Ripartizione Studenti Sportello Ciao Sportello Hello UNIVERSITY’S COMMUNICATION

6 April Erasmus Staff Mobility WeekPagina 6 HOW TO INTEGRATE A COMPLEX ORGANIZATION (2) Central information and communication providers Dipartimento di comunicazione e ricerca sociale + Facoltà RadioSapienza Medialab Ripartizione Attività edilizie (building activities) Segnaletica (roads and building directions) Ufficio Valorizzazione della ricerca Promozione del brand scientifico (brand promotion) COMUNICAZIONE DI ATENEO Settore Valorizzazione del patrimonio (real estates assets) Merchandising Tutela del marchio (brand protection)

7 April Erasmus Staff Mobility WeekPagina 7 HOW TO INTERGATE THE KNOWLEDGE Central and peripheral communication and information providers Museums and Libraries Research Centers Rector Governance Administration UNIVERSITY’S COMMUNICATION Departments Faculties

8 April Erasmus Staff Mobility WeekPagina 8 IDENTIFY YOUR GOALS It’s of paramount importance to ensure accordance between communication goals and strategic objectives. For this reason Sapienza Communication plan 2010 is inspired to the Strategic Plan 2007 – 2012, a document edited by the Strategic Evaluation Committee of the University.

9 April Erasmus Staff Mobility WeekPagina 9 COMMUNICATION GOALS The Communication plan defines all communication objectives declined in specific actions to catty out within the relevant year (2010). The plan highlights also structures and people involved in each action and the relevant stakeholders. We set apart specific objectives and generic objectives. Specific objectives are devoted to obtain particular results defined by the Rector and the Governance Generic objectives are intended to improve general communication services and quality standards.

10 April Erasmus Staff Mobility WeekPagina 10 LISTENING TO THE TARGET AUDIENCES Interviews with the Strategic Evaluation Committee Identification of the offices involved in implementing the plan Interviews with the “actors” involved in communication activity within the University This activity proved to be very useful also to assess the real state of communication processes within the University.

11 April Erasmus Staff Mobility WeekPagina 11 MAIN OBJECTIVES OF THE COMMUNICATION PLAN 2010 Excellent students, foreign students Communication services University web site, web 2.0, university media Direct mailing Institutional publications Internal and external events Communication campaigns Presence of the University in both national and international rankings Brand, community and spaces exploitation Media relations

12 April Erasmus Staff Mobility WeekPagina 12 HOW TO ORGANIZE INTEGRATED COMMUNICATION The list of objectives contained in the Plan corresponds to an integrated communication activity. This activity is carried out throughout a series of different channels and means and with the contribution of many “actors” involved. The first aim of the Communication plan is to coordinate and schedule this whole complex operation.

13 April Erasmus Staff Mobility WeekPagina 13 Attracting excellent students, attracting foreign students To achieve this goal communication measures alone are not enough. It’s necessary to increase scholarships and financial aids and to enhance the quality standards of communication services.

14 April Erasmus Staff Mobility WeekPagina 14 Affecting communication and information services It is necessary to: Enhance information and support service via telephone Activate a toll – free line Set up an auto responder for basic information Set the project of a real call center

15 April Erasmus Staff Mobility WeekPagina 15 Web site, web 2.0, university media Reengineering of Sapienza Web site with a brand new information architecture and implementation of a CMS Management of the presence of Sapienza University on the web 2.0 (Facebook, Twitter YouTube) Integration of the University media (RadioSapienza) in the web communication

16 April Erasmus Staff Mobility WeekPagina 16 Direct mailing Consolidation of existing communication products (newsletters) sent via mailing lists Campaign to increase the number of students using addresses within our web domain

17 April Erasmus Staff Mobility WeekPagina 17 Institutional publications Mainly w e have considered three different types of publications: A general presentation of the university (both in Italian and in English) A guide to procedures and services for international students (in English) A guide to services for students

18 April Erasmus Staff Mobility WeekPagina 18 Internal and external events Communication on main internal events (such as the inauguration of the academic year, the research day, the open days dedicated to prospective students) Participation in the main university fairs and PA expositions

19 April Erasmus Staff Mobility WeekPagina 19 Communication campaigns Systematization of previous campaigns on specific topics: destination of 5 per thousand of taxes in favor of the university (February – June) Promotion of Sapienza merchandising (November - December). Means: postings, web site, direct mailing

20 April Erasmus Staff Mobility WeekPagina 20 Presence in university rankings Act on the parameters used to evaluate Direct communication activity about the position of Sapienza through different channels (Press office, web site and so on.)

21 April Erasmus Staff Mobility WeekPagina 21 Brand, community and real estate exploitation Promotion of Sapienza Merchandising Brand exploitation related to the impact of our research activity on consumer products Real estate assets exploitation

22 April Erasmus Staff Mobility WeekPagina 22 Media relations Media promotion of scientific news through the Press Office activity and within specific projects (Atomium culture).

23 April Erasmus Staff Mobility WeekPagina 23 Evaluation and impact assessment Interviews with all the “actors” involved in the editing of the Communication plan to verify both the actions for 2010 and the prospects for 2011 Interviews with some key stakeholders (Rector, governance, students) Public convention as a moment to exchange ideas and analyze the outcomes among internal professionals and external observers and analysts

24 April Erasmus Staff Mobility WeekPagina 24 Thank you for your kind attention!


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