idmloco contract how to reorganize the strategic communication

IDMLOCO contract how to reorganize the Strategic Communication Unit (onwards)

Core Principles & Capabilities

aknoesen

Text Box

Workprodct of IDMLOCO contract how to reorganize Strat Comm Unit

Appendix

Bryan M

erica,Co-Founder&

Partner

IDM

LOC

O·(916)204-0095

· TW: @

bmerica

From:

Bryan Merica

To:Karl M

EngelbachSubject:

Fwd: ID

MLO

CO follow

up to 1/15/16 presentationD

ate:Tuesday, January 19, 2016 11:08:28 AM

Attachm

ents:U

CD handout overview

data.xlsxATT00001.htm1.15.15 ID

MLO

CO+

Strat Comm

Meeting.pdf

ATT00002.htmU

CD Social M

edia Competitor Analysis Charts.docx

ATT00003.htm

Hi K

arl - FYI, below

. The IDM

LOC

O team

had a great meeting w

ith Dana, Sallie and A

damlast Friday to kick-off our new

engagement. Presentation m

aterials and follow-ups em

ailattached if you’re interested in perusing. W

e’re starting with analysis and m

oving intorecom

mendations and actions next. There is a clear direction for m

oving forward. H

appy toupdate you live or answ

er any questions you might have. Talk soon! -B

ryan

Begin forw

arded message:

From:Jonathan

Korn

<jon@idm

lo.co >Subject:ID

MLO

CO

follow up to 1/15/16 presentation

Date:January

18,2016at4:56:33

PM

PS

TTo:D

anaTopousis

<[email protected]>,S

allieA

Poggi

<[email protected]>,A

damN

apolitan<anapolitan@

ucdavis.edu>C

c:JulianS

teele<julian@

idmlo.co>,B

ryanM

erica<bryan@

idmlo.co>,

Matthew

Eagan

<matt@

idmlo.co>

Hello Strat C

omm

team,

Thank you for your time Friday. It w

as great to have a chance to review our

findings.

In our continuing efforts to manage and im

prove UC

Davis’ online reputation, w

epresented a review

of Google search results for “U

C D

avis” and a quantitativeanalysis on social m

edia activities for competing research colleges. Even since

our meeting on Friday w

e are continuing to see a lot of fluctuation in searchresults from

our daily analysis. We w

ill continue to monitor this activity daily.

Please find attached a copy of the presentation deck, an overview of the

quantitative analysis and the post counts by theme. O

ur social media analysis

focused on three social channels: Twitter, Facebook and Instagram

. We analyzed

volume and engagem

ent counts for the month of O

ctober categorized by message

theme. A

long with this data-centric review

, the presentation deck includes aqualitative analysis of the com

petitors’ approach to social media. Lastly w

e

IDMLOCO enhance social media profile contract (onwards)

identified best practices and engagement opportunities for each m

edium based on

both industry experience and competitor activity.

At our presentation w

e had provided your team w

ith social listening reports oneach college and ID

MLO

CO

’s 7 Archetypes of Social M

edia Engagement. I

know this is a lot of data to digest, and I w

elcome you to reach out if you w

ouldlike to discuss any of our findings m

ore in-depth. The social monitoring reports in

particular could benefit from additional context, so please let us know

if we can

assist in analyzing these.

Looking forward w

e are planning to continue to build off this social analysis.O

ver the next month w

e will broaden our com

petitor analysis to review Snapchat

and conduct a deeper review of U

C D

avis’ social media engagem

ent. Thisinternal review

will allow

you to better understand the engagement different

themes and tactics obtain.

Please let us know if you have any additions to the research and tracking w

e areconducting for our next m

eeting. Again, w

e are always available for strategizing

and questions!

UC Davis Strat Comm + IDMLOCO

Status Briefing 1.15.16

1. Reputation Management – Search Algorithm Changes• Penguin 4.0

• Elements of search

2. Competitive Social Media Audit• Quantitative landscape overview

• Qualitative competitor review

• Messaging themes

• Medium assessment and opportunities

3. Next Steps• Messaging and priorities

• Opportunites to increase profile

Agenda

Competitive Social Media Audit

Our assignment: •  Compare the social media landscape for six key competitors •  Quantitative: How and where the schools are online •  Qualitative: Content and engagement approach •  Messaging themes and key learnings

Competitive Social Media Audit

Our approach: •  Initial searches to map out the landscape of

activities •  Deep dive into quantitative data to provide

more accurate picture of engagements •  In-depth analysis of content and messaging •  Identification of trends and themes in

approach and tactics •  Third-party monitoring software to find

peaks and topics external to the owned channels

Competitive Social Media Audit: Competitive Landscape Overview

•  Twitter, Facebook, and Instagram are the top networks for activity – with Snapchat quickly becoming the 4th most preferred channel

•  MIT is a clear leader in Twitter engagement due to their scientific content, although some of this can be attributed to bots

•  Typically, larger audiences result in lower engagement rates – especially on Facebook where a small fraction of people are exposed to each post

•  Instagram is driving high engagement and is typically used to communicate with current and prospective students

Competitive Social Media Audit: Blog Spaces

UCLA •  Admissions blog – blog.admissions.ucla.edu •  Main sports blog – bruinsnation.com •  So Cal community blogs – insidesocal.com &

ocregister.com •  Student voices and photojournalism–

dailybruin.com

UC Berkeley •  Admissions blog – blog.admissions.berkeley.edu •  Central blog – blogs.berkeley.edu

•  Faculty opinions, heavily cross-promoted •  California community blog – Daily Clog on dailycal.org


Stanford •  Admissions blog – engage.stanford.edu

•  Primary blog •  Many secondary blogs for specific interests.

Directory organized by category: blog.stanford.edu/directory

MIT •  Admissions blog –

mitadmissions.org/blogs •  Primary blog – mitpress.mit.edu/

blog •  Mostly news-focused

/


Princeton •  Admissions blog –

admission.princeton.edu/blogs •  Directory of faculty blogs •  WordPress blog –

blogs.princeton.edu

University of Michigan •  Admissions blog – admissions.umich.edu/explore-

visit/blog •  Library blog – lib.umich.edu/blogs •  Many unofficial blogs, no central campus-owned blog

Bryan M

erica,Co-Founder&

Partner

IDM

LOC

O·(916)204-0095

· TW: @

bmerica

From:

Bryan Merica

To:Karl M

EngelbachSubject:

Fwd: U

CD / ID

MLO

CO January Activity Log

Date:

Wednesday, February 17, 2016 4:37:31 PM

Attachm

ents:U

C Davis January Activity Log.pdf

ATT00001.htm

Hi K

arl -

I hope this message finds you w

ell!

I wanted to forw

ard along an update on our work w

ith Strat Com

m (and som

e Exec Com

ms

too) in January as well as going into this m

onth.

As alw

ays, please feel free to reach out if you need anything from m

e or the team.

Cheers,

BryanB

egin forwarded m

essage:

From:Jonathan

Korn

<jon@idm

lo.co >Subject:U

CD

/ IDM

LOC

O January A

ctivity LogD

ate:February17,2016

at12:17:35P

MP

ST

To:Dana

Topousis<dtopousis@

ucdavis.edu>C

c:Bryan

Merica

<bryan@idm

lo.co>

Hi D

ana,

I hope your having a great week. W

e’re busy plugging away at our analysis of U

C D

avis’ social channels and competitor SnapC

hats, and I wanted to send along a

mem

o detailing our work for January and our planned w

ork for February.

As part of our retainer, I w

ant to provide you with a m

onthly summ

ary of work

performed and an outlook on any planned w

ork for the next month. I think this

will be a good w

ay to keep a record of what w

e’ve delivered to UC

Davis and

what w

e’re currently working on. A

dditionally, with the w

orkload dividedbetw

een two departm

ents at UC

Davis, this w

ill help keep everyone informed.

Moving forw

ard, we’ll continue to send these m

emos m

id-month. This w

ill alsoprovide an opportunity for you to provide input and direction around our plannedw

ork for the next month.

Please let me know

if you have any questions or ideas about this.

Thank you,Jon

Solution for Instagram feed

We conducted research to identify the problem

behind integrating an Instagram

feed into the Chancellor’s site and proposed a development

solution. R

ecomm

endations on blog content W

e provided best-practice recomm

endations on the Chancellor’s blog content. N

ew content platform

W

e identified an opportunity for the Chancellor to be featured in Metro

Edge’s Words of W

isdom colum

n and provided recomm

endations for content. Sum

mary of W

ork

Strategic Com

munications

•Com

petitor social analysis – 68%

•G

oogle search algorithm update – 3%

E

xecutive Com

munications

•Search result ranking and analysis – 15%

•

Feedback on Chancellor’s site – 5%

•SEO

audit and report of the Chancellor’s website – 4%

•

Solution for Instagram feed – 2%

•

Recom

mendations on blog content – 2%

•

New

content platform – 1%

February P

lanned

Snapchat audit W

e are conducting a daily audit of UC D

avis’ and main com

petitors’ snapchat activity. W

e are capturing snaps for reference and coding them for

statistical analysis. U

C D

avis Social Channel A

nalysis W

e are conducting a statistical analysis of content and engagement on U

C D

avis’ main ow

ned social media channels (Facebook, Tw

itter, and Instagram

). This will provide a benchm

ark of engagement levels to m

easure against as U

C Davis im

plements new

social media cam

paigns. O

ngoing social listening for UC

Davis

We continually m

onitor social and news channels for conversation around

UC D

avis. When w

e identify a major new

s event, we provide a snapshot

report of relevant social activity.

Ongoing Q

A for the C

hancellor’s site W

e are continuing to conduct SEO craw

ls and provide broken link reports to the Executive team

for the Chancellor’s new site.

Bryan M

erica,Co-Founder&

Partner

IDM

LOC

O · (916)204-0095

· TW: @

bmerica

From:

Karl M Engelbach

To:Bryan M

ericaSubject:

Re: Updated Listening Report on D

eVry Story--CORRECTED

RECIPIENTS LIST

Date:

Thursday, March 03, 2016 9:27:20 PM

Thanks, Bryan.

Sent from m

y iPad

On M

ar 3, 2016, at 8:32 PM, B

ryan Merica <bryan@

idmlo.co> w

rote:

Karl/D

ana/Gary -

The earlier message below

was intended to include G

ary Delsohn, but m

istakenly included

.

I am very sorry for this oversight and realize the sensitivity of this content.

We w

orked imm

ediatley to correct this and received confirmation from

that

had not read the m

essage and would delete it forever from

system

.

Additionally, w

e have taken steps internally to be even more diligent in the future

when handling content of this nature.

My apologies, again.

BryanB

egin forwarded m

essage:

From:Julian

Steele

<julian@idm

lo.co >Subject: R

e: Updated Listening R

eport on DeVry Story

Date:M

arch3,2016

at3:45:57P

MP

ST

To:Artem

ATrotsyuk

<[email protected]>

Cc:D

anaTopousis

<[email protected]>,Jonathan

Korn

<jon@idm

lo.co>,Bryan

Merica

<bryan@idm

lo.co>,KarlM

Engelbach

<kmengelbach@

ucdavis.edu>,

Dana - thank you; I w

ill include Gary and K

arl in this thread.

Artem

- Happy to provide m

etrics on that second article. We w

ere also tracking this one, along w

ith several other articles (there are

currently over 50 in total), but we included m

etrics only for the most

popular/influential articles.

Here are the share counts for the Shaw

Hubler blog post. I'm

happy to provide m

etrics for any other articles of interest - just send them m

y w

ay.

Shawn H

ubler: How

about a class in optics at UC

Davis?

Twitter ~ 9

Facebook - 12

Best,

Julian

On Thu, M

ar 3, 2016 at 3:35 PM A

rtem A

Trotsyuk <atrotsyuk@

ucdavis.edu> wrote:

Thank you very much!

Yes, I agree w

ith Dana. It w

ould be good to have Gary and K

arl added to this com

munication thread.

Two new

news articles I saw

today are below. Y

ou noted one of them

- against policy. I did not see the second one. Could you add

it to your listening/monitoring of the overall online conversation

volume?

Thanks!http://ww

w.sacbee.com

/news/local/education/article63706092.htm

l

http://ww

w.sacbee.com

/opinion/opn-columns-

blogs/shawn-hubler/article63710547.htm

l

Artem

Sent from m

y iPhone

On M

ar 3, 2016, at 3:20 PM, Julian Steele <julian@

idmlo.co>

wrote:H

ello UC

Davis team

,

Julian Steele,D

igitalAnalyst

IDM

LOC

O · (530)848-3384

Julian Steele,D

igitalAnalyst

IDM

LOC

O · (530)848-3384

I'd like to share our updated social listening report on the D

eVry story w

ith you.

Artem

- I've highlighted new sections and inform

ation for your convenience.

I'm w

ondering if others from the U

C D

avis team should be included in these com

munications. W

e want

to be sensitive about how w

e share this information,

so I will leave it to your discretion on distributing this

report.

Please let me know

if you have any follow-up for us

on this.

Best,

Julian

--

<DeV

ry Report

Update 3.3.pdf>

--

<DeV

ry Social Listening Report

3.2.16.pdf>

Shawn H

ubler: How

about a class in optics at UC

Davis?

Twitter ~ 9

Facebook - 12

Best,

Julian

On Thu, M

ar 3, 2016 at 3:35 PM A

rtem A

Trotsyuk <[email protected]>

wrote:Thank you very m

uch!

Yes, I agree w

ith Dana. It w

ould be good to have Gary and K

arl added to thiscom

munication thread.

Two new

news articles I saw

today are below. Y

ou noted one of them - against

policy. I did not see the second one. Could you add it to your

listening/monitoring of the overall online conversation volum

e?

Thanks!http://ww

w.sacbee.com

/news/local/education/article63706092.htm

l

http://ww

w.sacbee.com

/opinion/opn-columns-blogs/shaw

n-hubler/article63710547.htm

l

Artem

Sent from m

y iPhone

On M

ar 3, 2016, at 3:20 PM, Julian Steele <julian@

idmlo.co> w

rote:

Hello U

C D

avis team,

I'd like to share our updated social listening report on the DeV

rystory w

ith you.

Artem

- I've highlighted new sections and inform

ation for yourconvenience.

I'm w

ondering if others from the U

C D

avis team should be

included in these comm

unications. We w

ant to be sensitive abouthow

we share this inform

ation, so I will leave it to your discretion

Julian Steele,D

igitalAnalyst

IDM

LOC

O · (530)848-3384

Julian Steele,D

igitalAnalyst

IDM

LOC

O · (530)848-3384

on distributing this report.

Please let me know

if you have any follow-up for us on this.

Best,

Julian

--

<DeV

ry Report U

pdate 3.3.pdf>

--

Major A

rticles and Sharing Summ

ary

Sac Bee –

“UC

Davis C

hancellor Linda Katehi quits D

eVry board

under pressure” Tw

itter ~ 53 Facebook - 432 LinkedIn - 0

Sac Business Journal –

“UC

Davis chancellor quits board of

controversial for-profit university” Tw

itter ~ 5 Facebook – 4 LinkedIn - 10

The Chronicle of H

igher Education –

“Am

id Public P

ressure, UC

-D

avis Chancellor R

esigns From D

eVry B

oard” Tw

itter ~ 21 Facebook – 6 LinkedIn – 28

Huffington P

ost – “U

C D

avis Chancellor Q

uits DeV

ry Board of

Directors A

fter Eight D

ays” Tw

itter ~ 38 Facebook – 20 LinkedIn – 1

Kron 4 –

“UC

Davis chancellor quits for-profit college board”

Twitter ~ 3

Facebook – 17 LinkedIn – 9

Major Influencers

Kevin M

cCarty

@K

McCartyAD

7 Facebook Assem

blymem

ber Kevin M

cCarty was am

ong leaders of the push for the Chancellor to resign from

DeVry’s board, w

riting a letter to the University

of California and to Chancellor urging her resignation.

Notably, he did not post on this topic until the story w

as picked up by the Sacram

ento Bee. Since the story’s release, He has m

ade several posts linking to the Sacram

ento Bee article.

Consum

er Watchdog

@Consum

erWD

Facebook

University of San D

iego School of Law sent a letter to the Chancellor

requesting her resignation from the D

eVry board. Of the groups associated

with this letter, Consum

er Watchdog is the m

ost active on social media

about this story.

As with Assem

blymem

ber McCarty, they did not post on social m

edia for this topic until the new

s story broke

Reclaim

UC

@

reclaimuc

Reclaim

UC is no surprise entrant in this conversation. They have been the

first and most frequent critic of the Chancellor in several instances. They

have a fairly large audience of 4,257 followers and receive consistent

engagement on their original posts.

Secondary Conversation

Blogger Lior Pachter (@lpachter) is using the D

eVry story as an opportunity to bring up his story from

2014 about Kin Abdulaziz U

niversity’s m

anipulation of US N

ews and W

orld Report’s global ranking of

universities. The Chancellor served on KAU

’s international advisory board at the tim

e of the questionable ranking activities, and Pachter is connecting this to the D

eVry story.

His initial post earned som

e attention, but there are no other original posts m

entioning this and not other indication that this aspect of the conversation w

ill continue to spread.

Thank You!

We w

ill continue to monitor the conversation and provide m

etrics updates.

Libby Hall,P

roducerID

MLO

CO

· (612)964-5442 · libby@idm

lo.co

From:

Libby Hall

To:Karl M

EngelbachC

c:Bryan M

ericaSubject:

Happy Friday and 2 quick questions

Date:

Friday, February 05, 2016 6:23:20 AMA

ttachments:

UC D

avis - 1.1 Long-term PR Cam

paign -- DRAFT FO

R CLIENT REVIEW

.docx

Good m

orning Karl, and happy Friday! H

ope all is well.

I wanted to check in w

ith you on two quick things:

1. Is there anything else we can provide you right now

related to the strat comm

org structure? Let m

e know if you have had the opportunity to connect w

ith Dana, and if you are

ready to schedule a follow-up conversation.

2. Second, IDM

LOC

O is putting together our subm

issions for the CA

PPIES through the

Sacramento Public R

elations Association. W

e would love to subm

it our work w

ith the Executive C

omm

unications team for the long-term

public relations category, but of course w

anted to make sure you w

ere comfortable w

ith this. We are still w

orking on our entry but have noted som

e draft key messages for your review

.

Please see attached. The judges will be a panel of local public relations professionals. (In fact,

Matt from

our team is judging this year! A

lthough of course he's not able to judge our entries.) The entries are not distributed beyond the panel of judges.

If the direction of this submission looks appropriate, w

e will finalize and send back for your

final approval. And of course, "thanks but no thanks" is a perfectly acceptable answer!

Com

pletely up to you.

Questions, let m

e know.

Thanks Karl!

Libby--

From:

bryan@idm

lo.coTo:

Karl M Engelbach

Subject:H

appy New

Year!D

ate:Friday, January 01, 2016 1:54:50 PM

Karl -

On behalf of the ID

MLO

CO

team, I w

anted thank you for the opportunity to work together in this past year.

We are looking forw

ard to continued collaboration in 2016!

And, on a personal note, I do hope you are getting som

e time to recharge for the new

year!

Talk soon!B

ryan

ID M

edia Partners1818 L S

treet, STE

314S

acramento, C

A 95811 U

S(855)456-2646denise@

idmlo.co

INV

OIC

EB

ILL TOThe U

niversity of California,

Davis

Finance Unit

260 Cousteau P

l. Ste. #150

Davis, C

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ATE

01/11/2016D

UE

DA

TE01/31/2016

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avis | Offices of

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rovostC

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#: UC

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Project: C

ampus D

igital Reputation E

ngagement

0.000.00

01/01/2016ServicesC

onsulting & M

anagement - January 2016

8,000.008,000.00

*** Important N

otice ***W

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E$8,000.00

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LOC

O, LLC

1818 L Street, S

TE

314S

acramento, C

A 95811 U

S(855)456-2646denise@

idmlo.co

INV

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EBB

ILL TO

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igital Reputation

Engagem

ent

03/01/2016SS

ervicesC

onsulting & M

anagement - M

arch 20168,000.00

8,000.00

*** Important N

otice ***W

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O, LLC

1818 L Street, S

TE 314

Sacram

ento, CA

95811 US

(855)456-2646denise@

idmlo.co

INV

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#: UC

D164591

Project: C

ampus D

igital Reputation E

ngagement

02/01/2016ServicesC

onsulting & M

anagement - February 2016

8,000.008,000.00

*** Important N

otice ***W

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Jon Korn

Senior A

ccount Executive

IDM

LOC

O·(707) 330-7481 ·jon@

idmlo.co

From:

Jonathan KornTo:

Gary A D

elsohnC

c:Artem

A Trotsyuk;Karl M

Engelbach;Bryan M

erica;D

ana TopousisSubject:

New

Sac Bee article from our social listening

Date:

Friday, March 04, 2016 11:43:05 AM

I just wanted to let everyone know

that we are aw

are of this new article from

the sac bee:http://w

ww

.sacbee.com/new

s/investigations/the-public-eye/article64041327.html

We have added it to our m

onitoring will be sure to feature the share counts and com

mentary

associated with it on social m

edia. Please let me know

if there is anything in particular youw

ould like us to focus on or feature for this article. We are available to assist w

ith anythingelse in general as w

ell.

Thanks,Jon

From:

Bryan Merica

To:Karl M

EngelbachSubject:

Out of office: Re: H

appy New

Year!D


Thank you for your note! I am aw

ay from the office w

ith limited access to m

y email and

phone today. I will return your m

essage after I return on Monday, January 4th 2016.

Thank you,B

ryan

Bryan M

erica,Co-Founder&

Partner

IDM

LOC

O·(916)204-0095

· TW: @

bmerica

Bryan M

erica,Co-Founder&

Partner

IDM

LOC

O·(916)204-0095

· TW: @

bmerica

From:

Bryan Merica

To:Karl M

EngelbachC

c:Lori H

ubbardSubject:

Re: ConnectingD

ate:M

onday, April 04, 2016 8:01:34 PM

Great! Looking forw

ard. -Bryan

On A

pr 4, 2016, at 8:00 PM, K

arl M Engelbach <km

[email protected] >

wrote:

Sure, most happy to chat, B

ryan. I'll ask Lori to please find a time for us to

connect.Thanks!

Sent from m

y iPad

On A

pr 4, 2016, at 7:54 PM, B

ryan Merica <bryan@

idmlo.co> w

rote:

Hi K

arl -


ell.

Gary D

elsohn and I had a chance to catch up today on a few fronts.

I would like to connect very briefly w

ith you in the next week or tw

o. I realize it’s a busy tim

e right now, but w

as hoping to get 30 minutes

for you and I to connect (in person, if possible).

Talk soon,B

ryan

Bryan M

erica,Co-Founder&

Partner

IDM

LOC

O·(916)204-0095

· TW: @

bmerica

From:

Karl M Engelbach

To:Bryan M

ericaC

c:Lori H

ubbardSubject:

Re: ConnectingD

ate:M

onday, April 04, 2016 8:00:10 PM

Sure, most happy to chat, B

ryan. I'll ask Lori to please find a time for us to connect. Thanks!

Sent from m

y iPad

On A

pr 4, 2016, at 7:54 PM, B

ryan Merica <bryan@

idmlo.co> w

rote:

Hi K

arl -


ell.

Gary D

elsohn and I had a chance to catch up today on a few fronts.

I would like to connect very briefly w

ith you in the next week or tw

o. I realize it’s a busy tim

e right now, but w

as hoping to get 30 minutes for you and I to connect

(in person, if possible).

Talk soon,B

ryan

From:

Libby Hall

To:D

ana TopousisC

c:Karl M

EngelbachSubject:

Re: FW: H

appy Friday and 2 quick questionsD

ate:Friday, February 05, 2016 12:21:58 PM

Not a problem

! Thanks for the quick response. Let's check back next week on the org

structure. Thank you Dana!

On Fri, Feb 5, 2016 at 1:19 PM

Dana Topousis <dtopousis@

ucdavis.edu> wrote:

Hi Libby!

Karl shared your email w

ith me. H

e and I are still reviewing the org structure. Regarding the CAPPIES, w

e w

ould prefer if you did not submit your w

ork with us. I’m

happy to discuss this off-line if you would like.

Have a w

onderful weekend.

Dana

Begin forwarded m

essage:

From: Libby H

all <libby@idm

lo.co >Date: February 5, 2016 at 6:22:26 AM

PSTTo: Karl M

Engelbach <kmengelbach@

ucdavis.edu >Cc: Bryan M

erica <bryan@idm

lo.co >Subject: Happy Friday and 2 quick questions

Good m

orning Karl, and happy Friday! Hope all is w

ell.

I wanted to check in w

ith you on two quick things:

1. Is there anything else we can provide you right now

related to the strat comm

org structure? Let m

e know if you have had the opportunity to connect w

ith Dana, and if you are ready to schedule a follow

-up conversation.

2. Second, IDMLO

CO is putting together our subm

issions for the CAPPIES through the Sacram

ento Public Relations Association. We w

ould love to submit our w

ork with the

Executive Comm

unications team for the long-term

public relations category, but of course w

anted to make sure you w

ere comfortable w

ith this. We are still w

orking on our entry but have noted som

e draft key messages for your review

.

Please see attached. The judges will be a panel of local public relations professionals. (In

fact, Matt from

our team is judging this year! Although of course he's not able to judge our

entries.) The entries are not distributed beyond the panel of judges.

Libby Hall,P

roducerID

MLO

CO

· (612)964-5442 · libby@idm

lo.coLibby Hall,P

roducerID

MLO

CO

· (612)964-5442 · libby@idm

lo.co

If the direction of this submission looks appropriate, w

e will finalize and send back for your

final approval. And of course, "thanks but no thanks" is a perfectly acceptable answer!

Completely up to you.

Questions, let m

e know.

Thanks Karl!

Libby--

--

From:

Libby Hall

To:Karl M

EngelbachC

c:M

atthew Eagan;

Bryan Merica

Subject:Re: Final report and augm

ented scope of work

Date:

Wednesday, January 27, 2016 8:55:30 PM

Perfect. We w

ill connect then. On Friday, w

e will present the latest version of the org chart,

from the C

OD

VC

meeting on D

ec 22.

Thank you! O

n Wed, Jan 27, 2016 at 8:39 PM

Karl M

Engelbach <kmengelbach@

ucdavis.edu> wrote:

Thanks again, Libby. Let's plan to chat for a few m

inutes following Friday's m

eeting. Sound good?

Sent from m

y iPad

On Jan 26, 2016, at 6:32 A

M, Libby H

all <libby@idm

lo.co> wrote:

Hello K

arl - I know Friday after 6pm

is not the ideal time for long em

ails :) so pinging you again this m

orning to see if you would like to connect in advance

of our meeting on Friday. If not, no w

orries, and we w

ill come prepared to

delivered the same version of the org chart that w

e delivered to CO

DV

C on

Dec 22.

Thank you, Karl!

Libby

On Fri, Jan 22, 2016 at 6:09 PM

Libby Hall <libby@

idmlo.co> w

rote:H

ello Karl,

Hope that your 2016 is off to a fantastic start!

Wanted to send you a note to address the final deliverable from

our organizational design scope of w

ork, an augmented scope to accom

modate

additional presentations and revisions, and prep for our meeting on Friday.

Final reportI'm

attaching the final written deliverable for our w

ork on the Strat Com

m org

design. This report details the research conducted, the core principles recom

mended for the organization, and an explanation around the proposed

structure. Please let me know

if you have any questions or would like any

revisions to this deliverable.

Augm

ented scopeA

s discussed earlier, we included one presentation in our initial scope.

How

ever, it's become clear that it is beneficial for us to deliver additional

tailored presentations to various stakeholders across campus to explain our

recomm

endations and facilitate discussion around them. W

e have conducted

Libby Hall,P

roducerID

MLO

CO

· (612)964-5442 · libby@idm

lo.co

Libby Hall,P

roducerID

MLO

CO

· (612)964-5442 · libby@idm

lo.coLibby Hall,P

roducerID

MLO

CO

· (612)964-5442 · libby@idm

lo.co

a few of these additional m

eetings (CO

VC

, CO

DV

C) and have the

Com

munications C

ouncil meeting scheduled next w

eek.

Additionally, in anticipation of receiving the com

piled input from the D

eans, V

ice Chancellors, and Strat C

omm

staff, we w

ill accomm

odate further rounds of revisions so that our final recom

mended org chart is in alignm

ent w

ith this feedback. Finally, we believe it is critical to include additional

detail around processes and workflow

s that will ensure the success of the

new organizational structure. W

e have discussed a few of these in m

eetings and have seen stakeholders have "a-ha" m

oments as the processes are

detailed and explained. Therefore, we see value in delivering them

as a w

ritten report for distribution and implem

entation.

These incremental activities, including the additional m

eetings we've already

conducted, are detailed in the augmented scope that I'm

attaching. This will

take us through mid-February to accom

modate additional revisions and

deliverables, and can potentially be extended based on your schedule and tim

eline.

Please let me know

if you have any questions on this scope and if we are

approved to move forw

ard.

Sr. Com

ms C

ouncil meeting

On a related note, w

e are looking forward to the scheduled m

eeting with the

Senior Com

munications C

ouncil on Friday. Is there any feedback you have received that w

e can compile, consolidate, and include in the next revision of

the org chart or the presentation? Can w

e jump on a call early next w

eek to reconnect and prep for this m

eeting?

Thanks so much for your continued partnership, K

arl. Please let me know

if there is anything else I can provide or questions I can answ

er.

Thank you,

Libby--

--

--

From:

Libby Hall

To:Karl M

EngelbachC

c:M

atthew Eagan;

Bryan Merica

Subject:Re: Final report and augm

ented scope of work

Date:

Tuesday, January 26, 2016 6:32:31 AM

Hello K

arl - I know Friday after 6pm

is not the ideal time for long em

ails :) so pinging you again this m

orning to see if you would like to connect in advance of our m

eeting on Friday. If not, no w

orries, and we w

ill come prepared to delivered the sam

e version of the org chart that w

e delivered to CO

DV

C on D

ec 22.

Thank you, Karl!

Libby

On Fri, Jan 22, 2016 at 6:09 PM

Libby Hall <libby@

idmlo.co> w

rote:H

ello Karl,

Hope that your 2016 is off to a fantastic start!

Wanted to send you a note to address the final deliverable from

our organizational design scope of w

ork, an augmented scope to accom

modate additional presentations and revisions,

and prep for our meeting on Friday.

Final reportI'm

attaching the final written deliverable for our w

ork on the Strat Com

m org design. This

report details the research conducted, the core principles recomm

ended for the organization, and an explanation around the proposed structure. Please let m

e know if you have any

questions or would like any revisions to this deliverable.

Augm

ented scopeA

s discussed earlier, we included one presentation in our initial scope. H

owever, it's becom

e clear that it is beneficial for us to deliver additional tailored presentations to various stakeholders across cam

pus to explain our recomm

endations and facilitate discussion around them

. We have conducted a few

of these additional meetings (C

OV

C, C

OD

VC

) and have the C

omm

unications Council m

eeting scheduled next week.

Additionally, in anticipation of receiving the com

piled input from the D

eans, Vice

Chancellors, and Strat C

omm

staff, we w

ill accomm

odate further rounds of revisions so that our final recom

mended org chart is in alignm

ent with this feedback. Finally, w

e believe it is critical to include additional detail around processes and w

orkflows that w

ill ensure the success of the new

organizational structure. We have discussed a few

of these in meetings

and have seen stakeholders have "a-ha" mom

ents as the processes are detailed and explained. Therefore, w

e see value in delivering them as a w

ritten report for distribution and im

plementation.

These incremental activities, including the additional m

eetings we've already conducted, are

detailed in the augmented scope that I'm

attaching. This will take us through m

id-February to accom

modate additional revisions and deliverables, and can potentially be extended

based on your schedule and timeline.

Libby Hall,P

roducerID

MLO

CO

· (612)964-5442 · libby@idm

lo.coLibby Hall,P

roducerID

MLO

CO

· (612)964-5442 · libby@idm

lo.co

Please let me know

if you have any questions on this scope and if we are approved to m

ove forw

ard.

Sr. Com

ms C

ouncil meeting

On a related note, w

e are looking forward to the scheduled m

eeting with the Senior

Com

munications C

ouncil on Friday. Is there any feedback you have received that we can

compile, consolidate, and include in the next revision of the org chart or the presentation?

Can w

e jump on a call early next w

eek to reconnect and prep for this meeting?

Thanks so much for your continued partnership, K

arl. Please let me know

if there is anything else I can provide or questions I can answ

er.

Thank you,

Libby--

--

From:

Karl M Engelbach

To:bryan@

idmlo.co

Subject:Re: H

appy New

Year!D


Thanks much, B

ryan! Happy N

ew Y

ear to you as well! Looking forw

ard to continued collaborations with you and

your IDM

LOC

O colleagues throughout the new

year.

Sent from m

y iPad

> On Jan 1, 2016, at 1:54 PM

, "bryan@idm

lo.co" <bryan@idm

lo.co> wrote:

>> Karl -

>> On behalf of the ID

MLO

CO

team, I w

anted thank you for the opportunity to work together in this past year.

>> We are looking forw

ard to continued collaboration in 2016!>> A

nd, on a personal note, I do hope you are getting some tim

e to recharge for the new year!

>> Talk soon!> B

ryan

Bryan M

erica,Co-Founder&

Partner

IDM

LOC

O·(916)204-0095

· TW: @

bmerica

From:

Karl M Engelbach

To:Bryan M

ericaSubject:

Re: IDM

LOCO


Date:

Tuesday, January 19, 2016 10:11:12 PM

Thanks much, B

ryan! Appreciate the update!

Sent from m

y iPad

On Jan 19, 2016, at 11:08 A

M, B

ryan Merica <bryan@

idmlo.co> w

rote:

Hi K

arl - FYI, below

. The IDM

LOC

O team

had a great meeting w

ith Dana, Sallie

and Adam

last Friday to kick-off our new engagem

ent. Presentation materials

and follow-ups em

ail attached if you’re interested in perusing. We’re starting

with analysis and m

oving into recomm

endations and actions next. There is a clear direction for m

oving forward. H

appy to update you live or answer any

questions you might have. Talk soon! -B

ryan

Begin forw

arded message:

From:Jonathan

Korn

<jon@idm

lo.co >Subject:ID

MLO

CO


Date:January

18,2016at4:56:33

PM

PS

TTo:D

anaTopousis

<[email protected]>,S

allieA

Poggi

<[email protected]>,A

damN

apolitan<anapolitan@

ucdavis.edu>C

c:JulianS

teele<julian@

idmlo.co>,B

ryanM

erica<bryan@

idmlo.co>,M

atthewE

agan<m

att@idm

lo.co>

Hello Strat C

omm

team,

Thank you for your time Friday. It w

as great to have a chance to review

our findings.

In our continuing efforts to manage and im

prove UC

Davis’ online

reputation, we presented a review

of Google search results for “U

C D

avis” and a quantitative analysis on social media activities for

competing research colleges. Even since our m

eeting on Friday we

are continuing to see a lot of fluctuation in search results from our

daily analysis. We w

ill continue to monitor this activity daily.

Please find attached a copy of the presentation deck, an overview of

the quantitative analysis and the post counts by theme. O

ur social m

edia analysis focused on three social channels: Twitter, Facebook

and Instagram. W

e analyzed volume and engagem

ent counts for the m

onth of October categorized by m

essage theme. A

long with this

data-centric review, the presentation deck includes a qualitative

analysis of the competitors’ approach to social m

edia. Lastly we

identified best practices and engagement opportunities for each

medium

based on both industry experience and competitor activity.

At our presentation w

e had provided your team w

ith social listening reports on each college and ID

MLO

CO

’s 7 Archetypes of Social

Media Engagem

ent. I know this is a lot of data to digest, and I

welcom

e you to reach out if you would like to discuss any of our

findings more in-depth. The social m

onitoring reports in particular could benefit from

additional context, so please let us know if w

e can assist in analyzing these.

Looking forward w

e are planning to continue to build off this social analysis. O

ver the next month w

e will broaden our com

petitor analysis to review

Snapchat and conduct a deeper review of U

C D

avis’ social media engagem

ent. This internal review w

ill allow you

to better understand the engagement different them

es and tactics obtain.

Please let us know if you have any additions to the research and

tracking we are conducting for our next m

eeting. Again, w

e are alw

ays available for strategizing and questions!

<UC

D handout overview

data.xlsx>

<1.15.15 IDM

LOC

O+Strat C

omm

Meeting.pdf>

<UC

D Social M

edia Com

petitor Analysis C

harts.docx>

idmloco contract how to reorganize the strategic communication

Documents