Strategic Plan for University Communications

Context For Planning

University Communications joins other units within University Relations to uniquely support the university's mission through traditional and new media. UCOM uses the written word along with strong visuals - photography and videography - to bring to life the elements of the university's mission, vision and core values. University Communications is a key partner in strategic communications that enhance Grand Valley's image and reputation and ensure strong enrollment and retention and a vibrant student body with dynamic faculty and energized staff.

Mission

University Communications keeps the Grand Valley community and its constituents informed and educated about university projects, news and events that have local, state or global impact. UCOM shares stories that illustrate the seven core values of Grand Valley: Excellence. Integrity. Inquiry. Inclusiveness. Community. Sustainability. Innovation.

Vision

University Communications will enhance the university's image and reputation by bolstering the public's understanding of Grand Valley's value to the region and the world. Our work will support the institution's strategic goals.

Value Statement

University Communications values high ethical standards, truth, accuracy, fairness, creativity and innovation and is always mindful of the responsibility to the campus community and to the general public.

Strategic Priorities, outcomes, and key objectives

Strategic Priority Area 1: Actively engage learners at all levels.

Strategic Priority Area 2: Further develop exceptional personnel.

Outcome A: Grand Valley's learning environment is personal, challenging, and transformational, supporting excellent academic programs and co-curricular opportunities.

Objective 2.A.1

Ensure that each staff member completes at least one professional development opportunity, either on-campus or at a professional organization annually.

Baseline

2016 office document listing professional development of staff members.

Progress

2018 Status
Substantial Progress
Majority of staff members have engaged in more than one professional development opportunity.

Objective 2.A.2

UCom will host open house during winter semester; inviting students connect with OMA, Division of Inclusion and Equity.

Progress

2019 Status
Substantive Progress
This has been discussed and placed on the calendar for the 2019-20 academic year.

2017 Status
Substantive Progress
Finalizing date

Outcome B: Grand Valley is diverse and inclusive.

Objective 2.B.1

Create opportunities for students of color who are interested in working in public relations, photography or videography.

Baseline

In 2016, 2 students of 9 are students of color.

Progress

2019 Status
Substantive Progress
Attended Hispanic Center summer internship program to learn details.

Outcome C: Grand Valley has mutually beneficial relationships, partnerships, collaborations, and connections with local, state, national, and world communities.

Objective 2.C.1

Many UComm staff members are engaged in professional associations, regionally and statewide. Examples: CASE, Michigan ACE Women's Network, Higher Education Web Professionals, WMPRSA, UPAA-University Photographers Association of America, AAUW, Inforum, Young Professionals in Higher Education, Economic Club of Grand Rapids, Michigan Women's Foundation, University/Press Club of Grand Rapids, American Society of Administrative Professionals, Administrative Assistant Office Professionals.

Baseline

2016 office document chronicles individual memberships and unit outreach activities.

Progress

2019 Status
Substantial Progress
Continued membership in above organizations and added to list: Make-A-Wish Michigan Board of Directors.

Outcome D: Grand Valley supports innovative teaching, learning, integrative scholarly and creative activity, and the use of new technologies.

Objective 2.D.1

To use technology to advance and disseminate university communications, including webcasts and broadcasts by various administrative units (Inclusion and Equity, Vice Provost for Health), and Intercollegiate Athletics.

Baseline

2015-2016 number of viewers, followers, readers

Progress

2019 Status
Achieved
Created new website for Grand Valley Magazine, more reader-friendly in linear fashion.

Objective 2.D.2

Progress

2019 Status
Achieved
All webcast and live events are closed captioned after equipment purchase.

Strategic Priority Area 3: Ensure the alignment of institutional structures and functions.

Strategic Priority Area 4: Enhance the institution's image and reputation.

Outcome A: Grand Valley's learning environment is personal, challenging, and transformational, supporting excellent academic programs and co-curricular opportunities.

Objective 4.A.1

UComm supports the university's academic programs and co-curricular events by publicizing events via internal publications both in print and online, and externally through social media. This ensures student participants are aware of opportunities.

Baseline

Results forthcoming of 2016 Grand Valley Magazine survey, which asked "How do you receive information about GVSU?" 2015 media report

Progress

2019 Status
Achieved
Successful social media campaign for GVSummer, focused on registration and retention; report is available.

2017 Status
Substantial Progress
GVNow stories are available online; Grand Valley Magazine issues are online and kept in print archives; Forum is online and kept in print archives; social media and earned media totals are reported monthly, those reports are available.

Objective 4.A.3

Entire UCom team has developed, implemented communications program, with strong social media presence, to help with registration and retention.

Progress

2018 Status
Substantial Progress
Followed EDPAC plan and coordinated communications efforts to widely promote registration dates; report is available. Nearly all staff members attended a retention workshop.

Outcome B: Grand Valley is diverse and inclusive.

Objective 4.B.1

UComm continues to maintain good relationships with media outlets that primarily serve people of color.

Baseline

2015 media report

Progress

2018 Status
Substantial Progress
Continually work with Division of Inclusion and Equity to highlight successes for students of color, then promote to media. Example is Thompson Working Family Scholarship program.

Objective 4.B.2

Conduct annual communications audit of UComm printed materials to ensure proper levels of diversity.

Baseline

Baseline report completed in 2010.

Progress

2018 Status
Substantial Progress
Completed audit of printed materials (Forum, GVMagazine).

Outcome C: Grand Valley has mutually beneficial relationships, partnerships, collaborations, and connections with local, state, national, and world communities.

Objective 4.C.1

Progress

2018 Status
Substantial Progress
Social media and earned media reports are available; external audiences reached via Grand Valley Magazine website, GVNow, social media.

Objective 4.C.2

UComm publications, videos, social media reach the general public through earned media and social media platforms.

Baseline

2015 media report 2015 social media report

Progress

2018 Status
Substantial Progress
Video, social media and earned media reports show engagement and reach.

Objective 4.C.3

University-wide initiatives, such as the President's Honor Roll, are publicized using appropriate internal and external avenues. Stories such as these promote Grand Valley's community engagement initiatives.

Baseline

2015 media report

Progress

2018 Status
Substantial Progress
Community partnerships are highlighted through media, especially agreements with medical schools for early assurance, etc.

Outcome D: Grand Valley supports innovative teaching, learning, integrative scholarly and creative activity, and the use of new technologies.

Objective 4.D.1

All UComm publications are posted online in accordance with ADA policies, assisting people with visual impairments; all videos are closed-captioned, to assist people with hearing impairments.

Baseline

Grand Valley Magazine instituted new online format in 2014.

Progress

2018 Status
Substantial Progress
New GVmagazine website is more user-friendly and can be better accessed on mobile devices.

Objective 4.D.2

UComm publicizes notable university rankings and recognition, raising awareness of the university through earned media and internal avenues.

Baseline

2015 media report 2015 social media report

Progress

2018 Status
Substantial Progress
Maintain use of Meltwater to target news releases to publications. Met with research compliance officers to better understand federal grants and how to promote while meeting federal guidelines.

Outcome E: Grand Valley strategically allocates its fiscal, human, and other institutional resources.

Objective 4.E.1

UComm continues to produce the Accountability Report, Economic Impact brochure, key talking points, and the President's dashboard report through external earned media and internal communication avenues.

Baseline

First Accountability Report done in 2007. First Dashboard Report, 2007

Progress

2018 Status
Substantial Progress
Continued all these reports, including enhanced talking points card.

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