Strategic Planning for Communications

At Community Colleges and Regional Institutions

Topics: Community College, Marketing and Branding, External Affairs, Administration and Finance, Strategic Planning

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This brief explains the process for developing strategic communications plans, including goal-setting, message development and delivery, and communications office structure, responsibilities, and oversight. The brief also discusses criteria to assess communications performance before and after the implementation of communications plans.

  • Key observations from our research:

    1. Profiled institutions do not typically create overarching strategic plans for communications policies.

    2. The development of communications strategy begins with extensive research and assessment to evaluate the institution’s existing communications initiatives.

    3. Communications offices segment audiences and adjust messaging and media techniques for each group.

    4. Designated communications offices hold responsibility for most communications planning and decision-making.