Designing and Developing an Integrated Communication Strategy for SU - A Participatory Approach - Dr Phumzile Mmope MACE Directors’ Symposium 21 June 2018
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Designing and Developing an Integrated Communication Strategy for SU
- A Participatory Approach -Dr Phumzile Mmope
MACE Directors’ Symposium21 June 2018
SHOWING THE WAY
• Context: The state we were in
• Sharing: Seizing control through a participatory approach
• Learning: Formula for success
3
Context: The state we were in
4
HISTORICAL OVERVIEW of Corporate Communication
During 2015, the SU Quality Committee initiated an external evaluation of Corporate Marketing
• Compile and implement a strategic, stakeholder-focused communication plan
• Reevaluate the Division’s core functions, products and services in line with stakeholder expectations
• Address human resources issues
• Facilitate internal alignment and synergy with key SU PASS divisions
5
HISTORICAL OVERVIEW
THE STATE WE WERE IN AND CHALLENGES
• Wide-ranging, inconsistent and competing stakeholderexpectations
• A general lack of understanding among internal stakeholdersas to the division’s strategic role
• The prevalence of reactive communicationprogrammes, mainly focused on a “public relations”approach
• Branding efforts largely limited to corporate identity asopposed to brand positioning
• Current activities not aligned to a communication strategy & Poor alignment of communication plans with the institutionalstrategy
THE STATE WE WERE IN AND CHALLENGES
• A lack of coordination and integration in servicing differentorganisational unit
• The communications management system is inadequate interms of the appropriate policies, protocols, processes, system(s)and adequate resources
• Staff capacity constraints
8
THE UNIQUE SU CONTEXT
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White paper on communication challenges in HE
Click here:http://www.noirsurblanc.com/en/our-agency/https://www.case.org/Documents/Browsebyprofessionalinterest/HigherEdandCommunicationFrench.pdf
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Sharing: Seizing control through the 8-point roadmap
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THE 8-POINT ROADMAP
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Designing the ICS
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Point 1: Set and align realistic expectations
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Point 2: Shape a strategic planning team
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Point 3: Craft a strategic agenda
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A Strategic agenda for the Division
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Point 4: Get our house in order
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Get our house in order
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Milestones
e-Magazine: Staff
e-Newsletter: Staff
e-Notice
Video
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Developing the Strategy
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Point 5: Gather the relevant intelligence
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Point 6: Develop the high-level strategy
Point 7: Revisit a “fit for purpose” divisional structureCorporate Communication
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Point : Drafting the ICS and tactical plan for 2017 to 2021
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Corporate CommunicationExecutive Summary – Integrated Communication Strategy: 2017 - 2021
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Rectorate approval and roll out phases
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Learning: Formula for Success
1. Clear roadmap with milestone & deliverables
2. Think and work smarter & more creatively3. Define your strategic agenda & strategic role
4. Look out for obvious areas of improvement and take them seriously
5. Communicate. Communicate. Communicate
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Learning: Formula for Success
THANK YOU
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