Communications Plan 2014-15
Goal To develop and maintain relationships with SoBA stakeholders both internal and external; to recruit students. Objective Communicate effectively and interactively with SoBA stakeholders; target communications for maximum effectiveness. Tactics Contact external stakeholders at least three times a year (it takes at least three times to build a relationship). Contact internal stakeholders weekly [idea: this may be a weekly review of news on our website and other pertinent information for SoBA]. Vehicle Strategy: Interactive communications are what we want to accomplish with each stakeholder contact. All audiences should be encouraged to visit SoBA’s website. Whenever possible multiple cross‐ channel communications should be used to build synergy. SoBA Brand concept: All communications should reflect the SoBA Brand Concept at this time of THRIVE. Creative Strategy Student communications should focus on some aspect of the value‐ added benefit of being professionally ready; faculty, professionally active; SoBA generally as being professionally current and connected to real‐world businesses and business leaders. This is the one brand promise we are able to currently agree on, can PROVE with specific stories and interesting facts and that resonates throughout the school. It is also a brand promise that reinforces the University Brand Promise that UM is a place where people THRIVE. The tone of all formal SoBA communications should be straightforward, upbeat, conversational. Not humorous or ironic or hyperbolic, patriotic, etc. Where appropriate, the spectacular outdoor Missoula campus or surrounding area or the Gallagher Business Building should be the backdrop or serve as a graphic focus for the communication. Please note: Sign off by SoBA’s Branding Committee, through Tammy Yedinak/Dean Gianchetta’s office, is required for any material intended for mass distribution.
Page 1 of 3 Updated September 2014 Communications Plan 2014-15
Communications Vehicles Audience
Date
Responsible
Alums, Donors, Faculty/Administrators October through February Ongoing
(3 times) ongoing
Deans’ Office & Deans Report Team:
Yedinak/Campbell/Jennings/Tarkalson/
Armstrong SoBA Development Office
Jennings SoBA Development Office
Jennings (see below) ongoing
Herron/Tarkalson/Nelson
ongoing
Graduate Programs Office
Hambrick/Stan/Beed Tarkalson Tarkalson Nelson Tarkalson Klaus Uhlenbruck /UMEM Office
Hard‐copy Collateral Dean’s Report (yearly in April): To celebrate the achievements of students/faculty/alumni/staff Direct mail appeal: To request support of programs Thank You Notes – to thank donors/sponsors for support Collateral Materials – to inform about programs and events Programs include:  Undergraduate Recruitment 
Graduate Programs 
SoBA Central  Career Development  Advising  Internships UMEM 
Event Planning includes:  Advisory Board meetings Alumni, Donors, Friends
Donors/Sponsors
Alumni, Donors, Friends, Students, Faculty Potential Students, parents, high school counselors, 2 year colleges, alumni, friends Potential students, Alumni, Friends, Donors Potential students, Alumni, Friends, Donors Board members
ongoing
ongoing
ongoing
ongoing
ongoing
Spring/Fall

Business Plan Competition Alumni, Donors, Friends, Students, Faculty, Staff Spring

EBAC/BAC/Advisory Boards
Spring

EBAC/BAC Golf Tournament (brochures/invitations) Gilkey Executive Lecture Spring/Fall

Pioneer in Industry Award Alumni, Donors, Friends, Students, Faculty Alumni, Donors, Friends, Students, Faculty, Staff Fall
Dean’s office Gianchetta/Yedinak MADE Interim CEO/
BPC Director/Coordinator Gladen/Gaumer/Hackney Dean’s Office Gianchetta/Yedinak Development Office/ Dean’s Office
Jennings/Yedinak MADE Interim CEO/
BPC Director/Coordinator Gladen/Gaumer/Hackney Communications Vehicles Audience
Date
Responsible Donors/Students/Faculty
Spring
Development Office/Dean’s Office
Jennings/Yedinak Students
Nov – May
Hambrick/Jennings
Donors/Alumni/Friends
Aug‐Nov
Dean’s Office Jennings/Yedinak Hard‐copy Collateral (continued) 


Scholarship & Donor Recognition Banquet (invitations, program) Scholarships (applications, awards) Tailgate (tailgate postcard – website) Page 2 of 3 Updated September 2014 Communications Plan 2014-15
Business Cards/Stationary – to facilitate consistent, professional look of communication from SoBA Email Email (targeted communication) – to communicate SoBA news, events, and donation/sponsorship opportunities to stakeholders Social Media Facebook ‐ opportunities for interaction with alumni and students Twitter Faculty/Staff
ongoing
Maack/Yedinak Alums, Donors, Friends, Faculty, Staff, Administrators Quarterly
Dean’s Office/Development Office:
Yedinak/Jennings Recruits – students – alumni Weekly SoBA Central Tarkalson ‐ friends Current and Potential Intermittent
Tarkalson Students YouTube – informative and fun videos Alums, Donors, Friends, ongoing
Meese Faculty, Staff, Current and Potential Students LinkedIn Alumni, students
Ongoing
Tarkalson/Department Assistants
Instagram & Chat Students, Potential Students Intermittent
TBD **The branding committee should explore ways to connect with HS and College students through social media (recruitment) with the intention of these communications going viral. SoBA Website Homepage News Stories – to keep rotating Alumni, Donors, Students, weekly
SoBA’s News Team:
Team coordinator: Armstrong stories fresh and interesting Faculty, Staff, Prospective Team: Armstrong, Yedinak, Campbell, Students, Prospective Tarkalson, Jennings, Hambrick Employers, Community members Academic pages Students, Prospective ongoing
Departments/Faculty/Department Assistants Students, Alumni, Faculty, Program pages: Graduate Programs MADE UMEM Alumni pages Staff, Donors Students, Employers, Volunteers, MADE members, Community, Donors, Faculty, Staff Alumni, Donors
ongoing
Stan/Beed/Hambrick Lawrence/Hackney Klaus Uhlenbruck ongoing
News Story and Advertisement Coordination with Television, Radio, Print, Sports
News Stories – magazines, newspaper Advertisements Magazine PR Story Development office
Jennings Yedinak/Program Offices/U Relations
Yedinak/Branding Committee/Program Office Yedinak/Branding Committee/Program Office **SoBA’s branding committee works with internal constituents to ensure brand consistency. The committee is involved at all stages of external communications/marketing materials/web stories/posters/invitations and other. The committee follows the UM graphics manual and UM style guide in the approval process. SoBA Branding Committee members: Tammy Yedinak (Chair), Justin Angle, Andi Armstrong, MaryEllen Campbell, Larry Gianchetta, Kate Jennings, Brittany Maack, Emily Plant, Eric Tangedahl Page 3 of 3 Updated September 2014