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

2

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

&

3

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

4

Finding the Right Partners

5

Our Stakeholders

Degree of Engagement:

• Policy-makers

• Researchers

• Educators

• Potential Partners

• General Public

6

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

7

Discovery

INPUT

• Interviews with stakeholder, champions, and opposition

• Best practice research

• Media audit

OUTPUT

• Identification of communication gaps

• Prioritization of challenges to tackle

8

Discovery

• Inconsistent messaging from VLDS

• Reinforced concerns surrounding privacy and data security

• Revealed various misconceptions about the VLDS

• Identified external champions and critics

9

Plan Development

INPUT

• Discovery research and analysis

OUTPUT

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

10

Communications Channels

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

1. Unified Messaging

11

Unified Messaging

Imbed VLDS video

12

Unified Messaging

13

Communications Channels

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

1. Unified Messaging

2. Communications Workflow and Protocol

14

Communications WorkFlow

15

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

16

Communications Tactics

Media Relations

• Single POC that directs inquiries

• Media Outreach efforts

• Desk sides

• Opinions

• Events

• Newsletters, publications, and press releases

17

Communications Tactics

Annual Conference

• Raise awareness around VLDS and VLDS-powered research

• Lessons learned

Government Relations

• Timeline

• Key milestones

• Key members/staff

18

Branding Concepts

19

Branding Concepts

20

Branding Concepts

21

Brand Voting

Imbed live chart

22

Next Steps

23

Next Steps

24

Questions?

Contact information:

25