Strategic Plan for University Communications
Mission
University Communications enhances Grand Valley’s reputation
through effective communications strategies that strengthen the
university’s relationships with the diverse communities it serves. As
the public voice of Grand Valley, we capture its essence through
inspirational storytelling and by amplifying the best the university
has to offer.
Vision
We approach our storytelling through an authentic and inclusive
lens. Working with campus partners, University Communications
showcases the successes and spirit of Grand Valley, particularly
highlighting the university's impact on students and the impact
students will have on the world.
Values Statement
Authenticity
Collaboration
Inclusivity
Creativity
Relevancy
Effectiveness
Commitments
Empowered Educational Experience
Key Performance Indicator
Follower Growth
Baseline
In development. Reviewing 2022/2023 currently.
Description
We will evaluate our current followers across all platforms to increase
over the next year and the following years. We will audit to determine
the percentage of DEI stories and engagement compared to other stories.
1. Follower growth 2. Engagement Rate 3. Click-Through Rate
Progress - Winter 2024
Advancing
Youtube document:
https://docs.google.com/document/d/1eeHkeJJ3d599-UElYsWHkZCqmYwT7WYwUtT3VMDBPMY/edit?usp=sharing
Social media report:
Key Performance Indicator
Video Engagement
Baseline
GVSU Youtube channel currently has 7,000 subscribers
Description
We have a goal to increase Youtube subscribers by 25% in 2023/2024 1.
Add subscription buttons and calls to follow 2. Determine direct
delivery to our target audience options 3. Ensure that each video
project aligns with our strategic plan
Progress - Winter 2024
Advancing
Here is a link to our working document to track details/analytics from
each month.
https://docs.google.com/document/d/1eeHkeJJ3d599-UElYsWHkZCqmYwT7WYwUtT3VMDBPMY/edit?usp=sharing
A few highlights: • We have increased total subscribers by 480 for a
total of 7,480 (6.9% growth.) • August (move-in, new students) showed
the highest growth. • One of our top videos from this period (Robin Well
Kimmerer) was a longform video and received many views despite being
unlisted. • Shorts are helping with subscribers and two recently gained
a lot of views (one at 10k and one at 7k) • After a month of being on
our new featured playlist, Ben Moon gained +400 views.
Key Performance Indicator
Experiential Learning
Baseline
55.6%
Description
UComm will evaluate our efforts for media relations, public relations,
social media, and visual storytelling related to Experiential Learning
opportunities at GVSU to help increase participation to 75% by 2025. -
Develop stories and news around our support for our Indigenous
population. - Target our messages to our key outlets and audiences -
Build the reputation as the university in Michigan known as the
Experiential Learning university.
Lifetime of Learning (25+ Enrollment)
Key Performance Indicator
Adult Student Enrollment
Baseline
593
Description
UComm will contribute to the overall success in supporting an increase
in adult student enrollment to 1,002 by 2025. Increase Media Coverage
Reach. Measure the extent of media coverage achieved through press
releases, media pitches, and outreach efforts, and develop strategies to
scale our reach. - Track the number of traditional and digital media
outlets that have covered our news. Set a new goal for 2025. - Evaluate
which types of stories earn the most media attention. - Develop new
strategies to promote LEEDS, BAS, Certificates, REP4
Culture of Educational Equity (CEE)
Key Performance Indicator
Student/Employee Diversity
Baseline
17.3% and 18.8%
Description
UComm will work to support the university KPI of growing student
diversity to 18/8% by 2025. - Continue to promote affinity group
opportunities for students, faculty, and staff. - Determine strategies
to deliver our messages directly to our target audiences. - Work with HR
to discover and implement best practices for UComm diversity
recruitment/retention for student and full-time employees.
Additional Commitments
Key Performance Indicator
UComm Staff Professional Development
Baseline
No previous plan
Description
UComm has not had a firm professional development plan in place for team
members, but we will implement a plan for each employee to engage in at
least one PD opportunity per year. - Create a $40k line item in the
budget specifically for PD - Communicate the requirement to all staff
members - Reinforce this in throughout the review process
Key Performance Indicator
UComm staff review process
Baseline
low priority
Description
Historically, we have taken a loose approach to our staff review
process. Now that HR has updated the system, we will engage more deeply
in the process to ensure we serve and empower our team members. - Follow
the performance evaluation cycle throughout the year.
https://www.gvsu.edu/hro/performance-evaluation-toolkit-1083.htm -
Communicate with the team about the importance of the process throughout
the year.
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