Division of Communications and Marketing
Higher Learning Commission
Tactical Plan
Objective
Inform the campus community and increase student, faculty and staff involvement in the Higher Learning
Commission (HLC) reaccreditation process. The evaluation team’s site visit is April 2012.
Background
Kansas State University is seeking continued reaccreditation from the Higher Learning Commission for an
additional 10 years. In April 2012, a reaccreditation evaluation team will visit Manhattan. The visit will
include interviews (scheduled and impromptu) with students and faculty. The campus community must be
prepared to answer these questions about K-State and should feel vested in the reaccreditation process.
Message
The HLC campaign theme/tagline is:
Discover. Create. Engage. Serve.
Target audiences
Staff and faculty
• Older, more attuned to traditional media
• More likely to understand the importance of accreditation
Students
• Short attention span; interactive message delivery will be key
• Relating the importance of accreditation will be critical
Campaign Goals and Action Plan
PHASE 1 — Fall 2010-Fall 2011
Action: Formulate the campaign's look and content. Communicate the importance of
reaccreditation and the need for campus-wide participation in the process.
Tactics:
Staff/Faculty
 Erect website for the university’s HLC process, including an online resource
room.
 Put together a PowerPoint and schedule presentations with key faculty/staff
groups, including deans, department heads, Faculty Senate and Classified
Senate. Holding one or two open forums is also suggested.
 Design a series of five homepage features, the first of which will begin 2-3
weeks before the HLC retreat. The feature would have a “coming soon” feel,
with the purpose of trying to build anticipation. Link to website with
countdown clock. The other four features would focus on one of the four
themes. The features would be direct folks to the most current information or
action items.
 Release a letter from the Provost about HLC accreditation and its
importance.
Students

Coordinate with professors to make a brief announcement in class about the
HLC, perhaps provide handouts.
Outcome: HLC committee receives more than enough feedback for the reaccreditation process
and self-study.
PHASE 2 — Fall 2011-Spring 2012 (Launch in November 2011)
Division of Communications and Marketing
Higher Learning Commission
Tactical Plan
Action: Educate the campus community about the university's mission, values, and core
capabilities through an integrated marketing campaign. Heighten awareness about the
importance of reaccreditation and the April 2012 visit.
Tactics:
Staff/Faculty
 Make a K-State Today announcement immediately following HLC retreat in
October. Link to website with countdown clock.
 Produce a companion personal video from President Schulz to campus to go
with each K-State Today announcement.
 Display 1-2 prominent banners on campus about the HLC. In late
March/early April would be changed to “K-State welcomes the HLC
Accreditation Team!”
 Create a series of two posters; could be reversible. The first poster will
feature an anticipation-based message; the second a “have your say”
message.
 Design a series of two direct mail postcards to all faculty/staff based on the
poster concept. Second piece should be a “keeper” and should feature key
milestones and primary messages.
Students



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Design a napkin, coaster, bookmark, or some other small but useful
takeaway item for students, featuring milestones or messages for the HLC.
Create informative, action-oriented table tents and work with the Union,
Dining Centers and Hale Library to display them. Develop a mini display
option also for the Rec Center, residence halls and the bookstore.
Pitch a story to The Collegian about why students should care and be
involved. An editorial/ad may also be effective.
Periodic announcements in the upcoming email newsletter for students.
Outcome: Campus constituents are actively engaged in the campaign and are prepared to
welcome the HLC reaccreditation committee. Measured by tracking participation in campaign
activities.
PHASE 3 — Spring 2012
Action: Create excitement around campus that encourages participation in the HLC process and
site visit.
Tactics:
Staff/Faculty
 Organize a regular table in the Union over lunch with a banner and
countdown clock (could be the website featured on a big screen). Candy,
giveaways, and handouts available for taking part in a Q&A game show or a
spin-the-wheel game. This would target both faculty/staff and students. This
would be coupled with one or two “don’t miss out” announcements in K-State
Today about the events. Pictures could be shared on Facebook and on HLC
website. Ads are also possible.
Students

Organize and distribute free food like hot chocolate, popcorn, and other
snacks, at key times in the semester (e.g. midterms, spring break, finals,
etc.).
Division of Communications and Marketing
Higher Learning Commission
Tactical Plan
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
Design an email animation targeting students and directing them to a website
with interactive ways to learn about the HLC; Also to be featured on
Facebook. The site would contain a tongue-in-cheek quiz, crossword puzzle,
computer/cell phone wallpaper, cell phone ringer, etc. There would be a
reward for taking part, perhaps food coupons for free coffee, pita, sandwich,
etc.
Design and distribute t-shirts and promote rewards for people who “get
caught” wearing them. Could post pictures on Facebook. Options include
football/basketball tickets, food coupons, free coffee, etc. Will need to
practice this promotion before the actual visit and award biggest prize during
visit.
Outcome: Five thousand students, staff and faculty wear their "Welcome HLC" t-shirts to
campus on the day of the visit and are able to offer insightful answers to questions from
the site visit team.
Timeline
Attachment A