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Strategic Communications Planning

 

Thinking deeply about broad objectives and then working through the steps to create a strategic communications plan with the best possible ROI is the most meaningful aspect of my professional work. With experience creating short-term targeted and more sweeping long-term plans, I bring a combination of creativity and sound judgement to the planning process. 

Admissions Strategic Marketing Communications Plan: Class of 2021 Recruitment


Dates Covered: July 2016–August 2017

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Project Goals: Increase high-quality applicant pool and increase class size for the Class of 2021. 

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Result:

  • Plan was supported by more than 250 tactics that contributed to increasing class size by more than 6% while remaining well under budget. 

  • Internally, plan was considered so successful that  Enrollment Management supported undertaking strategic marketing communications plans for the two graduate schools for the 2017–2018 recruitment cycle.

Nobel Prize Win Integrated Communications Plan


Dates Covered: October 2015–April 2016

 

Project Goals: Drew University needed to respond immediately to the surprise news that Fellow Dr. William Campbell won the 2015 Nobel Prize for Medicine. Plans were to promote the win to honor Dr. Campbell and his achievements, as well as tie his work directly to Drew’s three high-level key messages around mentorship, real-world learning and career outcomes.

 

Results:

  • More than 5,000 hits to our Nobel content driven from external media outlets

  • Two news stories covered our marketing efforts specifically:

  • More than 72,000 views on each of our most high-performing social media posts.

  • Segmented emails had twice the usual open rate.

  • Enthusiastic engagement from alumni who connected with us on social to share stories about working with Campbell.

 

Case Study: Cigna
Reputational Challenges in a Time of Industry Change

 

Date Completed: May 2014

 

Summary: Explores Cigna Corporation's current reputation in the new healthcare environment brought by the Affordable Care Act. Drawing from strategic reputation management research, the study evaluates Cigna's strengths and weakneeses and provides suggestions to help Cigna become an even stronger leader in the industry.

 

Main Takeaways:

  • The Cigna Corporation is a leading health insurance organization, but does not have the best reputation among the leaders.

  • While the company is currently profitable, this time of industry change is a good one to innovate and strengthen its reputation.

  • Being a change leader and setting the industry standard for ethical practices, customer service, claims processing, and employee compensation could generate trust and loyalty among consumers and employees, and improve profits and long-term success.

 

 

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Case Study: Bully MPAA Rating Change Advocacy Campaign

 

Date Completed: May 2012

 

Summary: An analysis of the ways a top-down marketing campaign and a well-timed grassroots advocacy campaign worked to make the idea of changing a movie rating popular while at the same time promoting a movie's release.

 

Main Takeaways:

  • Consistent messaging including a clear call to action works best.

  • Bottom-up advocacy from an individual combined with a top-down marketing effort from a corporation can be very influential.

  • Digital advocacy doesn't work in a vacuum. It works in tandem with media coverage, celebrity endorsement, and in-person events to create a change.

 

 

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