Sample Communications Plan

The best way to generate awareness is by promoting your announcements across several communication vehicles. This way, your message will reach students simultaneously through different modes, keeping it top-of-mind.

To illustrate how you can leverage the Faculty’s communication vehicles, consider the following sample plan.

 

Event Information

Overview: On May 21, my office is hosting a career info session in BA1160 featuring a panel of five prominent alumni speakers. The event is free to attend but registration is required.

Audience: Engineering undergraduate students, across all years and programs

Objective: Raise awareness about the event and generate registrations

Goal: Last year’s event drew an audience of 100 students. This year, we’re aiming for 125

Timing: Begin promotion a month prior to the event (i.e., starting mid-April)

 

Communications Plan / Tactics

Website

Create a landing page for the event on my unit’s website with full information and a link to RSVP. Create a uoft.me URL for this event page to include in promotional materials.

Online Calendar

Send event notice (and link to the landing page) to the coordinators of the Registrar’s Office and Engineering Strategic Communications to post on two Faculty-wide online calendars (Download the Inventory of Communications Vehicles for submission instructions).

Digital Posters

Create a promotional digital poster artwork to play on screens Faculty-wide; run from mid-April until May 21.

Computer Lab (ECF) Login Screens

Create promotional ECF login screen artwork and submit online; run from mid-April until May 21.

Skule Digest

Submit an event announcement in EngSoc’s Skule Digest; run weekly from mid-April until May 21 (Download the Inventory of Communications Vehicles for submission instructions).

Student eNewsletter

Send an event announcement to the Faculty’s student e-newsletter coordinator for inclusion in the issues leading up to the event (Download the Inventory of Communications Vehicles for submission instructions).

First Year Newsfeed

Send an event announcement (tailored to first-year students) to the Faculty’s First Year Newsfeed e-newsletter coordinator in the issues leading up to the event (Download the Inventory of Communications Vehicles for submission instructions).

Twitter and Facebook

Request tweets and Facebook posts on Faculty-wide social media channels through Engineering Strategic Communications and the Registrar’s Office (Download the Inventory of Communications Vehicles for submission instructions.). In addition, our work-study student is an active member on her 1T9 and program Facebook group pages; I asked if she would be willing to share the information on these pages.

Email to colleagues

Send event info via email to all departmental communicators to include in their own newsletters to students.

Email signature

Include a temporary line in my email signature to promote the event in my outgoing messages.

Solicited mass email

A week prior to the event, I will send a targeted email reminder to those who RSVPed.

Website

Throughout and post-event, check the web analytics on the uoft.me address I generated (i.e., uoft.me/___+) as a measure of success.