CHER communication plan brainstorming by rheaphine

analytics

rheaphine — 2021-05-21 16:18:01 UTC

include goal(s) that consider the various ways that analytics may be used by the center and for project/grant teams

For example, some groups may need/want to include social or web metrics in reports to funding agencies

toolkit(s): LT

rheaphine — 2021-05-21 16:19:43 UTC

Toolkits may need to be customized, based on familiarity/longevity
- new hires
- new role
- ensuring that current folx understand core tools

Q: Should we use SOM PPT template or continue developing our own?

flow

rheaphine — 2021-05-21 16:21:11 UTC

CHER strategic goals -> CHER comm plan goals <- project/grant goals

Goals should always flow up to center strategic goals (and up to SOM and UNC goals)

CHER comm plan will be a fulcrum for balancing goals coming up from projects/grants and strategic focus coming down from center, SOM, UNC

EFFECTIVE COMM PLAN GOALS ARE: specific + time-bound + measurable

rheaphine — 2021-05-21 16:31:25 UTC

ex. To increase the ability to share information with x group, CHER will add LinkedIn to its social media platforms by June 30, 2020.

stakeholders

2021-05-21 17:39:41 UTC

Community Partners
Center faculty/staff and (connected to Center:) research teams
Trainees (student workers for example)

COMM TERMS

rheaphine — 2021-05-21 17:50:23 UTC

Understanding how comm terms can crosswalk to research project terms

review by faculty

rheaphine — 2021-05-21 17:56:52 UTC

give them excerpts, rather than the entire plan, as it may not get reviewed

want to justify putting this much time into the plan

can we do shorter-term plans?

process

rheaphine — 2021-05-21 17:58:56 UTC

what does the process look like? how much time will it take for PIs, etc. to weigh in?

facilitated consensus discussion

RMH: also should work from the CHER strategic plan

website: mix

rheaphine — 2021-05-21 18:01:42 UTC

website improvement (tied to a specific goal/objectives) --> will require/start with an audit (ST) (full review of the site and whats needed: editorial (copy), technical (set up), focus and content plan (this is the 'pure comms' piece)

After discussion with Alicia 6.14.2021: SOM IT is looking to us to confirm asks/needs and priorities
process: Audit (RMH) > RMH & RQ meet to discuss/synthesize previous and new questions/concerns/wants/needs > RMH, RQ & AO meet to plan the work for website update

KEY QUESTION

rheaphine — 2021-05-21 18:09:15 UTC

What is CHER comms doing to get us closer to meeting our strategic plan goals.

want > deliverance

rheaphine — 2021-05-21 18:10:48 UTC

faculty request, staff fulfillment

research comm needs: mix

rheaphine — 2021-05-21 18:12:45 UTC

graphics - ST (limited)
publication support: mix

potential messaging about community outreach (ex. research study recruitment, dissemination of outcomes to community): LT

NEXT STEPS (short-term/summer) (foundational/info-gathering) PHASE I

rheaphine — 2021-05-21 18:28:00 UTC

assigned in Asana and/or complete = highlighted

what do we need to do next?
- student worker (social media)
  - post position (RQ)
  - hiring (RMH, with CHER context from RQ)
  - onboarding
- website audit
  - who will do? comm. partner, proj. coord., potential employee/collaborator; perspective/persona-focused - discuss more formally in next strategy meeting, have a clear plan (draw on previous feedback, have RMH do an initial audit, combination...?)
  - plan/next steps (next strategy mtg. TBD)
- baselines - analytics (6-12 mo., up to May 31, 2021) (RMH)
  - website
  - Twitter
  - LinkedIn
  - Facebook
- operations
  - Hootsuite up and running (Jamie + Rachel)
- guidance/SOP for folx: cf. 5.21.2021 email from Ebi + add naming/file convention
  - comm asks (Question: break out by type, like graphics, newsletter, etc.?) (RMH with feedback from RQ)
    - SOP for each menu item
    - Gather all into one doc, so they can skim a TOC for the item they want
    - also trying to create an internal portal, using Teams or SharePoint
      - templates, examples out of the document - to go in portal
      - no intranet because of no bandwidth, thus SharePoint
- service 'menu'
  - research graphics
  - slide decks
  - social media graphics
  - flyers/brochures
  - website update and/or content creation
  - social media content review
  - newsletter content
    - writing pieces
  - messaging/editorial consultation
  - each service would need an SOP? cf. bullet above
- finish Annual Report
  - share with Rachel before 5.28.2021, will the file be useful to share? (Rachel is curious to see my process)
who will do what, etc.?
how do we get folks involved, without spinning wheels?

external comm plan

rheaphine — 2021-05-21 18:49:05 UTC

'traditional' comm plan (externally focused)

May be useful: https://asana.com/resources/digital-marketing-strategy

maybe helpful

rheaphine — 2021-05-21 19:42:14 UTC

It may be helpful to think of the 'traditional' comm plan as literal messaging (focused around goals/milestones) - what will we say, when will we say it, to whom will we say it.

This would be distinct from how we support work that may be called comms (and is) but isn't the 'what we say' part: what ad-hoc/ongoing services can we offer effectively, given the amount of time required for implementing ongoing messaging (curating/creating newsletter, social media, website) and large projects (annual reports, campaign/event materials, etc.).

internal needs: mix

rheaphine — 2021-05-21 22:16:06 UTC

guidance for folx: ST
clear templates
service 'menu': ST

will need to define guidance; also include clear communications processes to streamline and centralize comms requests

rheaphine — 2021-05-21 22:19:02 UTC

possible tactics

redesign
refocus
segmentation (multiple or differentiated newsletters)
research + testing to determine best day & time (there are a lot of newsletters and email updates coming in on Wednesday)

baselines

rheaphine — 2021-05-26 11:09:59 UTC

We need to have an idea of where we are now or where we were before comms plan/person

e.g. Twitter impressions and engagement; LinkedIn followers and engagement; newsletter opens + clicks

cf. UComm monthly snapshots

getting in the weeds

rheaphine — 2021-05-26 17:30:46 UTC

a way to pitch comm tasks/principles...helping folks not get bogged down in the weeds

e.g. research figure: text layout (comms) vs. text content (PI/researcher)

internal comm plan

rheaphine — 2021-05-27 17:37:49 UTC

internal systems analysis/logistics plan for the summer

student worker: ST

rheaphine — 2021-05-27 17:54:36 UTC

planning to hire a student worker to assist with social media content + comm plan research

trends

rheaphine — 2021-05-27 18:11:43 UTC

Newsletter: there are a lot of newsletters on Wednes.;

Social media: LT: expanding to public, not just other researchers/organizers
+comm plan: research to find our audience(s)

Twitter: lots of events;

LinkedIn:

Other:

SOP: impact on resources

rheaphine — 2021-05-27 18:58:22 UTC

LT thinking - time, scope of work, resources, people involved

cf. the video SOP I did for PDPS

establishing clear expectations and realistic timelines and time on task

This is what's involved in doing ________. (should be a key part of the SOP for whatever)

Other social media

rheaphine — 2021-06-11 15:11:13 UTC

- RadX-UP (def.)
- NC CEAL
- Clinical Scholars (def.)
- CCPH (def.)
- UNC Rural

Get various comm teams together: monthly? quarterly? Focus on creating and maintaining good synergy between the groups and the strategies, etc.