February, 2006
COMPONENTS AND PRINCIPLES OF A
STRATEGIC COMMUNICATIONS PLAN
The goal of a communications plan is to shape opinion and motivate behavior. It is based on these principles of effective communication and persuasion:

All change of opinion begins with expanding awareness.
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The best communication is two-way, involving dialogue, and a change in attitude or reinforcement of beliefs is enhanced by audience involvement.
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Much opinion is shaped by a relatively small number of opinion leaders – those who are knowledgeable, influential and articulate.
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Opinion is often based in self-interest.
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Persuasion may (1) change or neutralize hostile opinions, (2) crystallize latent opinions and positive attitudes, and (3) reinforce favorable opinions.
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A message is more believable if the source is credible. The university must deliver its messages honestly, clearly, and from a position of expertise.
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Messages are most persuasive when they are simple, consistent, aligned with the audiences’ needs, concerns, and interests, and repeated over time using multiple means of delivery.
The initiatives and tactics set forth in this plan are directed at forming what key audiences believe about Ohio State and affecting what they do in response to what they believe.
We cannot just say that Ohio State’s goals are good and our audiences should support them. Rather, we must understand our audiences and their self-interest, align our interests with theirs, provide expertise and information to assist them, increase their awareness, involve them, seek their feedback, and invest in a variety of communications channels to repetitively communicate a consistent set of messages.
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STRATEGIES AND RESEARCH GUIDING OUR PLAN
This strategic communications plan outlines what should be done to achieve Ohio State’s objectives as defined by the Academic Plan.
The core elements of the Academic Plan call for Ohio State to…
 become a national leader in the quality of our academic programs,
 be universally recognized for the quality of the learning experience we offer our students,
 create an environment that truly values and is enriched by diversity, and
 expand the land-grant mission to address our society’s most compelling needs.
COMMUNICATIONS OBJECTIVE
The overarching objective of this communications plan is to create, strengthen, or preserve support of Ohio State among key university audiences by demonstrating the university’s commitment to academic excellence, research, and lifelong learning and by establishing the impact of the university on the community state, nation, and world. That support must manifest itself in positive behavioral outcomes to further the primary institutional goals of the university, namely, the goals of the Academic Plan and the
Leadership Agenda.
UNIVERSITY POSITIONING STATEMENT
Strong communications plans begin with a positioning statement that briefly describes and differentiates the institution. It should embody both the institution’s reputation and its promise to key audiences. In our case, it is the touchstone of all communications and underpins the university’s theme line, “Do Something Great.”
The following positioning statement captures the distinctive qualities of Ohio State and its mission:
“As Ohio’s preeminent comprehensive teaching and research university, and one of the nation’s largest, The Ohio State University has profound impact on our students, the economy, and the quality of life in Ohio and beyond by offering broad, deep, and excellent educational opportunities, conducting research that advances knowledge and benefits society, and fulfilling its land-grant mission of outreach and public service.”
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KEY AUDIENCES
Audiences
1.
University community
a) Current faculty, staff b) Current students c) Board of Trustees
What we want them to think What we want them to do

They work for a great

Speak enthusiastically and with pride university and are making about the quality, impact, and major contributions to its success.

Their contributions help achieve the goals of the
Academic Plan.

Ohio State is distinguished by its research mission and level of outreach.

They attend a great university.
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Their degrees will help them succeed after graduation.
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They have an opportunity to work with and learn from distinguished faculty in many fields.
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Exposure to diverse people, cultures, and ideas will prepare them for life in the global economy.
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Service and outreach are important parts of a land-grant university education.

Ohio State is a good steward of their tuition dollars.

Ohio State is distinguished by its research mission and level of outreach.

Ohio State is a great university with a huge impact.

Faculty and administration are highly capable of achieving the goals of the Academic Plan.

Ohio State is the flagship university of Ohio.

Ohio State is fulfilling its landgrant mission.

Competitive admissions is working and is good for the state.

Ohio State is distinguished by its research mission and level of outreach. initiatives of the university they work for.
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Support the university with other key audiences.

Speak enthusiastically and with pride about the quality, impact, and initiatives of the university.

Support the university with other key audiences, including legislators, business leaders, and others.

Act in a way consistent with the values of the university.

Connect with the university for a lifetime.
(Communication needs for this audience are primarily attended to by Student
Affairs, Alumni Association, FYE, OMA, and OAA/academic units).

Speak enthusiastically about the quality, impact, and initiatives of the university.

Advocate for state resources.

Wield their power and influence to support the interests of the university.
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Audiences d) Ohio State alumni, particularly in Ohio
2. State leadership—
Governor, Ohio legislators, public officials, and opinion leaders
3. Columbus
Community
4. Taxpayers of Ohio
What we want them to think What we want them to do

Ohio State provided them with

Speak enthusiastically about the a valued degree.
 What’s good for the university reflects well on them.

We are good stewards of tax dollars and a good investment.

Ohio State is fulfilling its landgrant mission.

Competitive admissions is working and is good for the state.

Ohio State is distinguished by its research mission and level of outreach.

Higher education in general and
Ohio State, specifically, are quality, impact, and initiatives of the university.

Support and advocate for us.
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Carry the university’s key messages to their constituency.

Enact legislation and allocate resources supportive of our flagship status. critical to the economic success of the state.

Ohio State has a profound impact on the quality of life in
Ohio.

Ohio State is fulfilling its landgrant mission.

Competitive admissions is working and is good for the state.

Ohio State is distinguished by its research mission and level of outreach.

Ohio State is the crown jewel of Columbus.
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It is essential to the life and well-being of the community.
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We are partners in the community’s success.

Competitive admissions is working and is good for the community and state.

Ohio State is distinguished by its research mission and level of outreach.

Ohio State is one of the crown jewels of the state.

It is essential to the life and well-being of the state.

We are partners in the state’s success.

Competitive admissions is working and good for the state.

Ohio State is distinguished by its research mission and level of outreach.

Speak enthusiastically about the quality, impact, and initiatives of the university.
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Participate in our offerings and take advantage of our resources.

Like and respect the university, and, when necessary, give us “the benefit of the doubt.”

Speak enthusiastically about the quality, impact, and initiatives of the university.
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Participate in our offerings and take advantage of our resources.

Like and respect the university, and, when necessary, give us “the benefit of the doubt.”
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Audiences
5. Top-performing high school students (and their influencers) a) In Ohio b) Targeted subpopulations c) Target areas outside
Ohio
6. Minority high school students (and their influencers)
7. Media a) Local b) State c) National d) Statehouse e) National science and research f) Higher education g) Higher education trade h) Minority
8. National academic community (i.e., AAU, etc.)
9. Board of Regents
What we want them to think What we want them to do

Ohio State is the flagship public university in Ohio.

Ohio State is the first choice
 Make Ohio State their first choice.
 Tell others why they are choosing destination for a university education.

They can afford to attend.

Ohio State is distinguished by its research mission and level of outreach.
Ohio State.
( Communication needs for this audience are primarily attended
to by the Office of
Undergraduate Admissions and First
Year Experience.)

Ohio State is the flagship public university in Ohio.

Ohio State is the first-choice

Make Ohio State their first choice.

Ask about the opportunities, campus life and financial aid available at destination for a university Ohio State.

Tell others why they are choosing education.
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Ohio State is welcoming and affordable.

Ohio State is distinguished by
Ohio State. its research mission and level of outreach.

We are well-meaning and value-driven.

We are the flagship institution of Ohio.

We are a crown jewel of the
( Communication needs for this audience are primarily attended to by the Office of
Undergraduate Admissions and First
Year Experience.)

Provide fair coverage, and, when necessary, give us “the benefit of the doubt.”

Be responsive to our story ideas.

Consider Ohio State a repository of expertise and a substantial and significant news source. state.
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We are a center of excellence.
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Competitive admissions is working and is good for the state.

Ohio State is distinguished by its research mission and level of outreach.

Ohio State is among the nation’s top public research universities.
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Our president is a national academic leader.
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Our academic standards and quality continue to rise.
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Ohio State is distinguished by its research mission and level of outreach.

Ohio State is the flagship public university of Ohio.

Ohio State is distinguished by its research mission and level of outreach.

Consistently rank our programs and the university among the best in the nation.
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Refer prospective faculty and students to us.
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Seek us as experts within the realm of higher education
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Support Ohio State and its initiatives to key audiences, including the legislature.
(Communications with the Board is primarily the responsibility of the Office of Academic Affairs.)
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OVERARCHING STRATEGIES
All communications initiatives will be aligned with several big-picture strategies governing our efforts to communicate our messages to the university’s various audiences.
Those strategies are:
1. Create new communication opportunities and leverage and amplify existing and emerging opportunities.
2. Integrate emerging technologies into the communications process to effectively reach and influence key audiences.
3. Make the Office of University Relations central to university-wide communications, in cooperation with campus communicators and university leadership.
4. Gain and leverage external validation of the quality and impact of the university and its leadership.
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ELEMENTS OF THE PLAN
RESEARCH: BASELINE SURVEY
This plan’s content is informed to some extent by the brand study conducted by Gobé and
Associates in 2000, the Big Ten public opinion survey conducted by Magid Associates in
2003, and portions of a Perceptions and Communications Study conducted by Paul Werth
Associates for University Development in 2004.
No communications plan can be successful without having a basis in research. Therefore, the proposed first step for this plan is to field a sophisticated sampling of opinion to tell us what people in Ohio and elsewhere now think of Ohio State. Ultimately it will be the yardstick by which we measure the success of the plan.
INITIATIVES
Enhanced Electronic Communication Tools and Techniques
Electronic Calendar Plus (EC+)
The EC+ will be an events-based web destination that serves a purpose similar to the physical Welcome Center. Supported by a creative and comprehensive marketing campaign, EC+ is the ultimate outreach. For our myriad audiences with whom we seek to interact, it offers access to the university’s tremendous array of offerings, demonstrating the many reasons the university is integral to the life of the community and state.
Audiences: All
“The Great Room”
Underpinning all our communications about Ohio State are the achievements, awards, honors, research, outreach, statistics, collaborations, creativity, stories and people that make it a great university.
The Great Room will be a virtual gallery of Ohio State’s points of pride, and the archive we will draw upon to give evidence of Ohio State’s greatness and our progress toward our goals. It will include the people—faculty, staff, students and alumni—who embody our best qualities and speak for us to the world, as well as all the other indicators of our status as a world-class land-grant teaching and research institution. Continually updated and freshened, this web-based collection will be a living document, easily searchable and browsable by visitors and an essential resource for use in university communications.
Audiences: All
Targeted Email Communications
Take full advantage of existing and emerging electronic communications resources to communicate with, influence, and engage our audiences in a more targeted and relevant
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manner; collaborate with the Alumni Association and other university units and an outside vendor to develop a targeted and personalized email system.
Audiences: Alumni, donors
Leaders to Readers Email Program
Periodic (bi-monthly) e-communication on behalf of key relationship managers
Audiences: Board of Trustees; state leadership; others
Build National Institutional Visibility
Work with an established higher education media consultant to develop relationships with national media—print, television, radio, etc.—and higher education trade publications. Use the contents of the Great Room to shape Ohio State stories for media and position Ohio State (faculty, staff, and administration) among its peers as a go-to resource.
Audiences: All
Position and Leverage University Leadership
• Thought Leader Initiative.
Work with the president to develop an action plan for presenting her on a national level as a thought leader on one or more identified aspects of higher education (women in science, stimulation of P-12 math/science education; other).
This could involve arranging for interviews, placing stories, developing op eds, etc. in order to identify her with a distinctive set of views.
• Arrange for the president to meet periodically with Ohio Statehouse reporters in a casual setting to brief them on topical events and concerns and provide an opportunity for them to ask questions.
Audience: Ohio media
•
Arrange for the president to meet with major editorial boards in Ohio on a revolving basis.
Audience: Ohio media
• Provide media access to the president or other key university officials when it is in the university’s best interest.
Audience: Media
• Offer advanced media consultation to the president to finely hone the university’s messages and their delivery and further refine the university’s top-level communications skills.
Audience: Media
• Encourage and facilitate presentations by the president at AAU, ACE, Science
Coalition, etc.
Audience: National academic community
• Involve the board in community events and other initiatives of this plan where Ohio
State’s impact and achievements are reinforced and they can interact with those whose good opinion we seek.
Audience: Board of Trustees
Periodic Reports on Institutional Progress and Priorities
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Annual Reports: Through the most effective print or electronic medium, provide key audiences with a current picture of the university’s accomplishments toward achieving the goals of the Academic Plan and of the ways in which the university is distinguishing itself among its peers. An Annual Report could be a stand-alone publication for some audiences, could be distributed electronically and also could be inserted into existing periodicals (such as college magazines) that already reach key audiences.
Audiences: Alumni, taxpayers of Ohio, elected officials, peer institutions
Ad-supported, print-based special sections: Create advertising-supported newspaper and magazine pull-out sections about Ohio State, targeting the communications to specific media audiences, such as business/opinion leaders (Business First), community
(Columbus Dispatch), alumni/opinion leaders (Columbus Monthly), alumni/families of prospective students/opinion leaders (Plain Dealer).
Audiences : See above
Strategic Advertising
Promote the university via advertising (e.g., Columbus Chamber of Commerce section in
Business First; advertising at Port Columbus International Airport, etc.)
Audiences: Emerging target audiences
Research Appreciation Campaign
Build key audiences’ understanding of and appreciation for our research mission (and how it contributes to the quality of teaching/learning) by making it relevant to their needs and interests. Leverage existing planned activities, publications and events by “branding” them as part of the campaign. Develop one or two high-profile events as centerpieces of the campaign.
For example:
• Devote a
Dispatch insert to the benefits of our research mission. Devote an issue of onCampus to the subject of research.
• Initiate resolutions from City Council and the Ohio Statehouse on the value and impact of our research.
• Sponsor meetings related to our research strengths.
• Work with the Office of Research on an event to recognize researchers and their work.
• Develop “Research Minutes” to air on radio stations throughout Ohio, with content that will convey the importance and relevance of our research mission to all audiences.
• Invite nationally recognized speakers and/or broadcasters to campus (Ira Flatow’s
“Science Friday” or a Fred Friendly forum).
Events/Presentations/Displays
“Media Day”:
Invite higher education reporters, public affairs reporters, and editorial page editors and writers to campus annually for a major event specifically tailored to their needs and interests, exposing them to the university and its leaders and to faculty who may serve as resources for stories.
Audience: Ohio media
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Public Affairs Event: Host public affairs professionals at campus events that highlight the strengths of the institution; link legislators with appropriate administration/faculty/student representatives of the university and of their constituency.
Audience: State public affairs crowd (non-elected)
“Ohio State’s Greatest” Recognition Program:
An annual celebration of the external validation of faculty, staff, and units, including a ceremony, an ad program, and other related communications materials. External validation includes Pulitzer, AAAS, National
Book Award, NAS, and others in all fields.
Audience(s): Faculty and staff; Ohio taxpayers; state leadership; media
“Gown Visits Town”: Ohio State goes on the road, introducing the university and its accomplishments to Ohio cities, including their political leaders, news outlets, alumni associations, and other institutions and civic groups. In a one-day blitz, Ohio State’s road crew (president, provost, media staff, selected faculty, admissions officers, coaches, student-athletes, and other outstanding students) will take a city by storm, meeting with the local editorial board, giving interviews to newspapers, radio and TV, engaging local alumni, showcasing Ohio State students, visiting high schools, and in other imaginative ways bringing Ohio State to several of our audiences right where they live. Honed and refined on several smaller cities, these events can be canned and repackaged for medium- and large-sized municipalities.
Audience(s): Taxpayers of Ohio; top-performing high school students and their families; media; state leadership; alumni; media
Ohio State Day: Open the campus to the community, with tours, demonstrations, etc.
Audience(s): Taxpayers of Ohio; faculty, staff, and students, media; state leadership
Campus Recognition Tour: President and provost visit each college/vice presidential unit to meet with faculty and staff, acknowledge achievements, allow for interaction, and reinforce the importance of each unit’s contributions to institutional goals.
Audience: Faculty and staff
Provost’s Cafés
: Host a series of informal get-togethers at which the provost introduces outstanding students and young faculty to community leaders.
Audience: State leadership (Columbus-based)
OSU@COSI: To leverage the presence of WOSU at COSI, the university has an opportunity to seek new ways to promote a love for discovery with Ohio State through new, interactive installations, presentations, activities, and co-branding initiatives.
Though still in early stages of conception, this initiative has potential for “imprinting”
Ohio State on youth who visit the facility as well as many other audiences.
Audience(s): Top-performing high school students, elementary and middle school students with an interest in science, their families, taxpayers of Ohio.
Communications Coordination and Orchestration
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Visual Identity Guidelines and Related Tools: Coordinate visual and editorial communications emanating from the university by providing policy, guidelines, and information necessary to unify and brand the decentralized communications efforts of the various units of the university.
University Communications Council: Establish a council of representatives from units with an interest in influencing key audiences to facilitate the coordination and collaboration of communications initiatives.
Aspirational Major Initiative
Welcome & Meeting Center
Long-term, Ohio State would be well-served by having a physical welcome facility in a convenient campus location with parking. It would be the public’s gatehouse to the university, with information, maps and other print, audio and visual materials that convey the university’s messages. This building might also be available for community-friendly programming and exhibits of university achievements or campus history. The size and complexity of the campus daunts the average visitor, and such a center would go a long way toward making a huge public university as public as possible.
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MESSAGES TO BE DELIVERED BY THESE INITIATIVES
1. Ohio State is a university that is first and foremost committed to academic excellence and a quality learning experience for students.

The faculty, facilities, academic offerings, and resources of Ohio State combine to provide an educational experience that is unmatched in Ohio and among the best in the nation.

Our faculty are leaders in their fields, nationally and internationally respected for their leadership and accomplishments.

Our academic programs are highly ranked and recognized nationally and internationally for their quality.
 At the core of Ohio State’s academic programs are the Colleges of the Arts and
Sciences, which award 50% of the undergraduate degrees, and are evolving into a destination college because of the broad opportunities offered to students.
2. Our research mission provides an educational experience that is based on discovery and a commitment to enhancing the quality of life in Ohio, the nation, and the world.

Ohio State is committed to becoming a leader in research and scholarship that benefits residents of Ohio, the United States, and the world.

A research-based education prepares our students to be highly contributing members of society, armed with the skills to succeed in whatever endeavor they choose.

Our students benefit from a scholarly environment in which research inspires and informs teaching.

Our students have opportunities to study side-by-side with faculty who are leaders in their field, providing unique learning experiences and exposing them to the possibilities of a life devoted to discovery.
3. The results of our teaching and research have impact beyond our campus boundaries due to our response and attention to societal needs and public interest.

We work with state, local, and community partners to define problems, set common goals and agendas, develop measures of success, and pool or leverage funds.
4. Ohio State offers a rigorous academic challenge, and admits students that demonstrate the most potential to succeed at the university and beyond.
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
Well-prepared students are most likely to benefit from a rigorous education provided by Ohio State, providing them with an education and a degree that enables them to contribute in significant ways to society.
5. Our size (breadth and depth) is one of our greatest attributes.

Our size provides our students with nearly unlimited opportunities for academic and co-curricular exploration and the state with vast opportunities for cultural enrichment, educational enlightenment, and athletic entertainment.

Ohio State is unique to Ohio in its range of academic areas of study, including the professional colleges—Pharmacy, Veterinary Medicine & Public Health, Dentistry,
Nursing, Optometry, Law, and Business—in combination with the most comprehensive health sciences center in the nation.
6. Our proud athletic tradition provides for national recognition of the values, teamwork, and dedication associated with top collegiate programs.

Athletic competition provides a means of conveying visible pride in the alma mater and teaching our students the values associated with proud athletic traditions.

Athletic competition provides the university with opportunities for national recognition and attention.
7. Ohio State is committed to providing a learning environment that not only appreciates, but also celebrates differences in people.

Ohio State seeks and implements effective ways to recruit and retain students, faculty, and staff that reflect the diversity of society and contribute to a rich educational experience.

We seek to be a university of role models and mentors, and make special efforts to enhance retention and success of all associated with us.
 Ohio State is undertaking initiatives to address the university’s diverse population, create a positive work/life environment, and become an employer of choice.
8. Our Midwest location influences our culture of caring and giving, which is reflected in the way we do our business and the decisions we make in our daily work.
• We benefit from a strong work ethic and commitment to doing what is right.
• We strive to use our resources wisely and efficiently.
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9. Our central location in a fast-growing, economically stable city, which also is Ohio’s seat of government and home to several important research institutions, positions Ohio
State well for national pre-eminence.
• Columbus is a vibrant, exciting place to live, making it appealing to prospective faculty, students, and staff.
• Ohio State’s ability to contribute to the quality of life of Ohioans and the nation is enhanced by the partnerships that are provided in Columbus.
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COMMUNICATION PARTNERS
The following units and individuals are important strategic partners in communicating with and influencing the behavior of key audiences. We have identified them as critical to the success of our communications plan.
Government Relations
College/campus communications directors/offices
Undergraduate Admissions/First Year Experience
Office of Minority Affairs
University Development
Alumni Association
College communication directors
Communications Groups
—Graphic Designers
—Web Interest Group
STRATEGIC ALLIANCES
The following units and individuals will be consulted and involved as a vital resource of content and evidence of Ohio State’s greatness, and assist us in crafting initiatives for target audiences.
College Deans
Athletics
Office of Research
University Medical Center
Office of Outreach & Engagement
OIT
Graduate School
OSU Extension
Institutional Research and Planning
WOSU
John Glenn Institute
President/Provost
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