A well-crafted communications plan goes beyond a checklist of tactics and channels. It embodies the artistry of understanding an institution’s unique identity, capturing its essence, and conveying it in a way that resonates deeply with the target audience. Like a skilled painter applying brushstrokes to a canvas, strategic communicators meticulously select the right messages, mediums, and moments to create an impactful narrative.

On the contrary, a lacklustre or poorly constructed communications plan can leave an institution lost in a sea of noise, struggling to differentiate itself from other universities and their campaigns, and failing to engage its stakeholders effectively. Without the guiding hand of a strategic communications plan, institutions risk diluting their brand message, confusing their audience, and missing valuable opportunities to connect and inspire.

To avoid these pitfalls and unlock the true potential of their brand, higher education institutions must embrace and prioritise the art of creating a compelling communications plan. This requires a deep understanding of their audience, a nuanced approach to messaging, and a thoughtful selection of communication channels. It demands a strategic mindset that combines analytical thinking with creative storytelling, as well as the agility to adapt and refine strategies based on feedback and changing circumstances.

Drawing inspiration from successful TBE case studies like Kudos, we will delve into the key components and insights that elevate comms plans for higher education institutions. Through this exploration, we aim to empower institutions to embrace their unique voice, engage stakeholders authentically, and carve their distinct place in the higher education landscape.

Understanding the Importance of a Communications Plan

A communications plan serves as a strategic roadmap, guiding higher education institutions in effectively conveying their brand/campaign message and engaging their target audience. In the context of universities, a well-executed communications plan is essential due to various factors:

1. Building Brand Reputation

A strong brand reputation is vital for higher education institutions. A communications plan helps shape and maintain a positive brand image, positioning the institution as a leader in its field and enhancing its perceived value.

2. Engaging Stakeholders

Effective communication ensures that stakeholders, including faculty, staff, students, alumni, and the wider community, are informed, engaged, and aligned with the institution’s goals and values. It fosters a sense of belonging and encourages active participation.

3. Driving Enrolment and Engagement

A strategic communications plan plays a crucial role in attracting prospective students, driving enrolment, and promoting student success. It showcases the institution’s unique value proposition, academic offerings, and opportunities for personal and professional growth.

4. Crisis Management

Higher education institutions are not immune to crises. A communications plan provides a structured approach to handle potential crises, allowing institutions to respond promptly, transparently, and effectively while safeguarding their reputation.

Key Components of a Compelling Communications Plan

To create a compelling communications plan, universities and higher education institutions must consider the following key components:

1. Audience Analysis

Understanding your target audience is paramount. Conduct thorough research to identify your demographics, interests, needs, and communication preferences. This analysis forms the foundation for tailoring messages and selecting appropriate channels.

2. Clear Objectives

Clearly define measurable objectives for the communications plan. Whether it is increasing brand awareness, driving enrollment, or promoting a new initiative or platform, well-defined goals ensure a focused and strategic approach to communication efforts.

3. Strategic Messaging

Develop a core set of key messages that reflect the institution’s values and goals (whether it’s a wider communications plan or campaign communications plan). These messages should resonate with your target audience — addressing their needs, aspirations, and pain points while conveying the institution’s strengths and advantages.

4. Multi-channel Approach

Utilising multiple communication channels is crucial to reaching and engaging diverse stakeholders effectively. This may include social media platforms, email marketing, websites, blogs, podcasts, videos, traditional media, and alumni publications. Each channel offers unique opportunities to deliver tailored messages and engage with specific segments of the audience.

5. Engaging Content

Creating compelling and informative content is essential for capturing the attention and interest of the target audience. Incorporate storytelling techniques, visuals, and interactive elements to make communications more engaging, memorable, and shareable.

6. Media Relations

You don’t need us to tell you this, but developing relationships with relevant media outlets and journalists is instrumental in securing positive media coverage for your institution. Utilise them at every opportunity.

7. Internal Communication

Engaging faculty, staff, and students as brand ambassadors is vital. Encourage active involvement in promoting your institution’s brand message.

8. Evaluation and Adaptation

Continuously evaluate the effectiveness of communication efforts through metrics such as website analytics, social media engagement, media mentions, and surveys. Use this data to refine strategies, identify areas for improvement, and adapt the communications plan to ensure ongoing success.

The Kudos Case Study: Insights and Learnings

When Kudos built a platform showcasing climate change research, they faced the challenge of effectively communicating and raising awareness of their platform beyond the academic community. With a limited budget and a crowded market during the 2021 United Nations Climate Change Conference (COP26), they needed to cut through the noise and engage a global audience.

Through audience research and search trend analysis, three key audience needs were identified: clear direction, qualified opinions, and the confidence to engage in climate change discussions. Leveraging social media platforms like LinkedIn and Facebook, the strategy incorporated single image ads, research project carousels, and story polls. Additionally, a bespoke landing page showcased key research and facilitated content discovery based on users’ interests.

A test and learn approach allowed for valuable insights into effective copy, with the most successful message being: ‘Take action with our experts behind you.’ The campaign exceeded expectations, achieving remarkable outcomes in terms of reach, audience engagement, and overall impact. Just look at these stats…

Exceeded impressions goal by 401%

Exceeded clicks goal by 223%

81% below CPM target (Cost per thousand impressions)

57% below CPLC target (Cost per link click)

Compelling Comms Plans: The Conclusion

Creating a compelling communications plan for higher education institutions requires a strategic and creative approach. By understanding the importance of each key component and drawing insights from successful case studies like Kudos, universities can enhance their brand reputation, engage stakeholders effectively, and drive success in a competitive landscape.

Let our expertise in crafting tailored communications plans empower your institution to reach new heights and achieve its communication objectives. Contact us today.