Erasmus Staff Mobility Week
Workshop on Sapienza Communication
Plan
By Alessandra Barberis & Daniela Vingiani
Erasmus Staff Mobility Week
April 12 2011
Pagina 1
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.
Erasmus Staff Mobility Week
April 12 2011
Pagina 2
Project Steps
CLASSIC METHODOLOGY
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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
Erasmus Staff Mobility Week
April 12 2011
Pagina 3
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.
Erasmus Staff Mobility Week
April 12 2011
Pagina 4
HOW TO INTEGRATE A COMPLEX ORGANIZATION (1)
The communication professionals in the central administration
Ufficio del Rettore
Ufficio stampa e comunicazione
Urp
Eventi
Cerimoniale
Centro InfoSapienza (ICT)
Erasmus Staff Mobility Week
UNIVERSITY’S
COMMUNICATION
April 12 2011
Ripartizione Studenti
Sportello Ciao
Sportello Hello
Pagina 5
HOW TO INTEGRATE A COMPLEX ORGANIZATION (2)
Central information and communication providers
Dipartimento di
comunicazione e ricerca
sociale + Facoltà
Ufficio Valorizzazione
della ricerca
RadioSapienza
Promozione del brand
scientifico (brand
promotion)
Medialab
COMUNICAZIONE
DI ATENEO
Merchandising
Ripartizione Attività
edilizie (building activities)
Tutela del marchio (brand
protection)
Segnaletica (roads and
building directions)
Erasmus Staff Mobility Week
Settore Valorizzazione del
patrimonio (real estates
assets)
April 12 2011
Pagina 6
HOW TO INTERGATE THE KNOWLEDGE
Central and peripheral communication and information providers
Rector
Governance
Administration
Departments
Museums and Libraries
UNIVERSITY’S
COMMUNICATION
Faculties
Research Centers
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April 12 2011
Pagina 7
IDENTIFY YOUR GOALS
It’s 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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April 12 2011
Pagina 8
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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April 12 2011
Pagina 9
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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April 12 2011
Pagina 10
MAIN OBJECTIVES OF THE COMMUNICATION
PLAN 2010
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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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Pagina 11
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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Pagina 12
Attracting excellent students,
attracting foreign students
To achieve this goal communication measures
alone are not enough.
It’s necessary to increase scholarships and financial
aids and to enhance the quality standards of
communication services.
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Pagina 13
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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Pagina 14
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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Pagina 15
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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Pagina 16
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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Pagina 17
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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Pagina 18
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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Pagina 19
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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Pagina 20
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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April 12 2011
Pagina 21
Media relations
Media promotion of scientific news through
the Press Office activity and within specific
projects (Atomium culture).
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Pagina 22
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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Pagina 23
Thank you for your kind
attention!
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April 12 2011
Pagina 24