Silos to Synergy. Southern Utah University. Mike Westfall

Transcription

1 Silos to Synergy Southern Utah University Mike Westfall

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3 Landscape Trends Change in Student Expectations Public Institutions Not Built for This Population Increasing Competition Administrator vs. Faculty Focus Outside Pressures Fiefdom Infrastructures Competing Priorities Competing Messages & Brands

4 University Cultures

5 Why a Silo Mentality in Higher Education? Organic Growth vs. Planned Growth Institutional Culture: This is how we ve always done it. Poor Communication Infrastructure Lack of Vision Individual Insecurity & Individual Lack of Humility

6 Nobility vs. Business Models Working within Higher Education is Noble Unfortunately, There are 1,000 s s of Other Noble Institutions Differentiation is Key to Future Success Borrowing from For-Profit World Quality of Service Value of Service Communication Messages Reinforcing Above

7 The Magic of Service All Decisions are measured against vision Know your partners & understand expectations Know needs, wants, stereotypes, and emotions Define your purpose, communicate a message internally, and create an image externally Define your critical service standards

8 The Magic of Cast Memorable First Impressions Communicate the heart & soul Appearance & language should fit the brand

9 The Magic of Setting Every touch speaks Know your audience & Wear their shoes Organize the flow of people & ideas Communicate with visual literacy Avoid Overload Tell One Story at a Time Avoid contradictions; maintain identity Keep it up!

10 The Magic of Process Identify combustion points Take a process orientation to service delivery Roughly ¾ s s of service delivered via process Optimize partner flow thru service experience Create the perfect service flow Equip cast to communicate w/ other partners Debug service processes continuously

11 The Magic of Integration All of preceding are combined Service organization greater than sum of parts Meet expectations with headliners Exceed expectations with landmarks Choose service solutions that are high-touch, high- show and high-tech Look for solutions that meet need for interaction, presentation & efficiency Plan & manage solution implementation using storyboards/flow charts

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13 Case Study Scenario Landmark University Initiatives New President Communications Review Brand Review Focus on Strategic Communications Mapping All Programs, Interfaces and Communication Vehicles Identifying Key Messages Developing Intelligent Integration Capitalize on Economy of Scale

14 Internal Message We utilize existing expertise, communications and other available resources to create an orchestrated, compelling and complementary set of messages.

15 Touch Point Planning Our Partners include Students, Alumni, Friends, Staff, Faculty and Community A Touch Point is all of the various ways that our audiences come into contact with our brand SUU on a daily basis Each touch contributes to a set of impressions that our target audience holds about SUU

16 Examples of Touch Points Switchboard Publications Student Call Center Presidential Communications Financial Aid Facilities Mgmt. Newsletters Invitations Website Admissions Registrar

17 Managing the Touch Points The goal is to manage each Touch Point so that the individual touches begin to work as a planned series of sequential and carefully crafted messages, so that they work together, and therefore harder, in achieving the goals of the university and its parts. The result is a build, over time, of an integrated and consistently positive set of experiences with the university.

18 Southern Utah University Step One: IDENTIFY Step Two: EVALUATE Step Three: ANALYSIS Step Four: ACTION PLAN Touch Point Audit Evaluate Each Touch Point What Stays The Same? What Needs to Change? Build Integrated Communication Plan

19 Ultimate Goal Is Coordination Not Control

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21 Looking Ahead Clarify Vision & Messages Enhance Communication Channels Strengthen Infrastructure Systems Increase Accountability Learn from Competition & For-Profit World Most Importantly, Provide Value In All We Do

22 Good Resources Be Our Guest. Perfecting the Art of Customer Service by the Disney Institute Good to Great by Jim Collins

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