CAH // COMMUNICATION PLAN WORKSHEET
This worksheet will be used to capture your department’s strategic objectives, creative offerings, differentiation
factor/s, proof points and more. This information will assist us in developing both internal and external communication
tools, using your voice, insight and passion.
1)
Department Profile
Department Name:
Primary Contacts:
Physical locations:
Website:
2)
Target Student/Audience
Programs Offered:
What careers are available for your graduates? Please list both direct career correlations and extended
opportunities.
3)
Positioning
What are the top three reasons students come to your department? (i.e. top notch professors, special studies,
expertise to help direct career direction while completing core studies, etc).
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What is the ONE idea you want the target market (i.e. other university staff members and
potentially/ultimately alumni, legislators, the community, potential students, parents and your friends and
family) to take away from this communication?
What do you want them to remember about your department?
4)
Department Offerings/Benefits
Differentiation -- What is the most compelling reason for a student to become a part of this program at CWU
versus a similar program at any other university?
List 3 to 5 supporting proof points for the promise you just identified (in priority order).
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5)
Key Messages
What are the key messages you wish to communicate about your department?
Primary Message:
Secondary Message:
Additional Messages:
6)
Department’s “Brand” Attributes
What is the style and attitude that defines your department? (i.e. Innovative? Smart? Approachable? Quality?
Reliable? Helpful? Creative? Break-through?) – Knowing this will help guide “how” we communicate with
your potential students and audiences.
7)
Related Marketing
What are you currently doing to promote your department?
8)
Additional Information & Resources
Do you have student and/or parent testimonials, or success stories that can be made available?
Do you have digital assets, such as videos, photo, etc., as support pieces, illustrating your department’s
activities, influence, goals and accomplishments?
Are there other significant department facts, figures, statistics, detailed staff information, or specialties that
make your department an exciting resource or destination for colleagues and/or for potential students? (i.e.
Awards, placement of graduating students in interesting jobs, unique classes or special programs with in the
department, etc.)
9)
Anything else?
What else do you think we might consider in drafting and crafting this marketing communication tool?