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Erasmus Staff Mobility WeekWorkshop on Sapienza
Communication PlanBy Alessandra Barberis
Daniela Vingiani
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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.

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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

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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.

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HOW TO INTEGRATE A COMPLEX ORGANIZATION
(1) The communication professionals in the
central administration

Ufficio del Rettore Ufficio stampa e
comunicazione Urp Eventi Cerimoniale
Ripartizione Studenti Sportello Ciao Sportello
Hello
Centro InfoSapienza (ICT)
UNIVERSITYS COMMUNICATION
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HOW TO INTEGRATE A COMPLEX ORGANIZATION
(2)Central information and communication
providers

Dipartimento di comunicazione e ricerca sociale
Facoltà RadioSapienza Medialab
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)
Ripartizione Attività edilizie (building
activities) Segnaletica (roads and building
directions)
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HOW TO INTERGATE THE KNOWLEDGECentral
and peripheral communication and information
providers

Rector Governance Administration
Departments
UNIVERSITYS COMMUNICATION
Museums and Libraries
Faculties
Research Centers
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IDENTIFY YOUR GOALS

• Its 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.
• http//www.uniroma1.it/nvs/doc2007.htm

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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.

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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.

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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

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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.

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Attracting excellent students, attracting
foreign students

• To achieve this goal communication measures
  alone are not enough.
• Its necessary to increase scholarships and
  financial aids and to enhance the quality
  standards of communication services.

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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

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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

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Direct mailing

• Consolidation of existing communication products
  (newsletters) sent via mailing lists
• Campaign to increase the number of students using
  e-mail addresses within our web domain

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Institutional publications

• Mainly we 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

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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

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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

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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.)

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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

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Media relations

• Media promotion of scientific news through the
  Press Office activity and within specific
  projects (Atomium culture).

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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

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• Thank you for your kind attention!