Telling the SA Story Student Affairs Communica7ons Group: Adry Clark, Lisa Hoogesteger, Wendy Li@le Student Affairs Communica7ons Group April 7, 2010 Context •  Purpose of Student Affairs Communica7ons Group –  Capacity Building for Communica7on Effort •  Collabora7on between units •  Skill development •  Coordina7on of division wide communica7on effort •  Discussion with Dr. Roper on March 18, 2008 –  Ques7on: How can OSU move beyond promo7on of individual achievement to a place where we communicate an ethos of our community to everyone who engages the university? •  Development of Student Affairs Environmental Values Review Project –  Gap Analysis •  Review what is •  Plan for what we want Context Con7nued •  Student Affairs Ar7culated Values: –  Knowledge: We collaborate with teaching and learning partners to foster an academic environment founded on intellectual freedom, crea7vity, and the pursuit, elabora7on and applica7on of knowledge. –  Humanity: We are inclusive and compassionate; we honor diversity, civility, and dignity. –  Integrity: We are dedicated to wholeness, honesty, and congruence with our stated values. –  Responsibility: We are stewards of our OSU community and its human, intellectual, fiscal, and physical resources. –  Community: We are a caring and responsible community whose members are engaged, nurtured, s7mulated, and sustained. Area of Examina7on • Purpose – What is Student Affairs current story? – Are the values ar7culated by the division present in the physical spaces, marke7ng collateral, and websites of various departments? – Are there gaps between the ar7culated values (inten7on) and the lived values (prac7ce) as a division? – What other emergent values are present? – How can we create be@er alignment between ar7culated and lived values as a division? Process • Pre-­‐Review • Review • Post-­‐Review • Next Steps Findings •  Are the values ar7culated by the division present in the ac7ons of employees, physical spaces, marke7ng collateral, and websites of various departments? •  See Summarized Rubric Findings •  Percentage (and Number) of 7mes value was experienced as strongly consistent over all reviews Ar:culated Values Ac:ons Physical Spaces Marke:ng Collateral Website Knowledge 57% (8) 61% (14) 77% (17) 38% (15) Humanity 62% (8) 75% (15) 82% (18) 55% (12) Integrity 72% (8) 61% (11) 70% (14) 56% (10) Responsibility 75% (9) 45% (9) 74% (17) 55% (12) Community 73% (8) 57% (12) 75% (15) 65% (13) Findings Con7nued Findings – Con7nued •  What values were present? •  Out of the 126 example values provided: • 
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13 were experienced 7 or more 7mes 27 were experienced 4-­‐6 7mes 64 were experienced 1-­‐3 7mes 7 were not experienced at all •  25 addi7onal values emerged Findings Con7nued •  Top 7 Values Experienced –  Diversity (men7oned 15 7mes) –  Educa7on (men7oned 11 7mes) –  Openness (men7oned 11 7mes) –  Coopera7on (men7oned 10 7mes –  Welcoming (men7oned 10 7mes) –  Personal Growth (men7oned 9 7mes) –  Dignity (men7oned 8 7mes) •  See ranking of all values OSU Integrated Marke7ng Communica7ons Plan • OSU Brand Essence: Be$er Living for All Inten:on: What we exist to do OSU people generate knowledge-­‐for-­‐use, leadership, and solu7ons for Oregon and the world s healthier people, economy, and planet Benefit: Why it maFers We produce be@er living: • Smarter • Greener • Healthier • Safer • Kinder • More sustainable • More prosperous • More innova7ve Value: What the brand will stand for over :me; opera:ng principle We are prac7cal idealists: making what should be happen through talent and innova7on Personality and Stance: The face we show the world; how we get it done In our tradi7on of service to the global community we are: • Mindful • Authen7c • Confident • Achieving OSU Brand Essence: Be$er Living for All Personality and Stance: The face we show the world; how we get it done In our tradi7on of service to the global community we are: Mindful Authen7c Confident Achieving Guiding Principles Student Affairs Student Affairs OSU Shared Values Values OSU Essence Student Values (Ar:culated) (Emergent) Student Affairs Values Student Affairs Values OSU Essence (Ar:culated) (Emergent) Knowledge Diversity Mindful Respect Knowledge Diversity Humanity Humanity Integrity Educa7on Openness/Welcoming Integrity Responsibility Responsibility Community Educa7on Community Authen7c Confident Mindful Empathy Authen7c Inclusion Openness/Welcoming Confident Coopera7on Achieving Coopera7on Personal Growth Achieving Personal Growth Dignity Dignity Responsibility Honesty & Trustworthiness Openness Awareness Integrity Growth Implica7ons •  What are the implica7ons for messages about our collec7ve values? –  Values –  Prac7ce –  Communica7on Values •  Are the ar7culated values the right ones or expressed in the appropriate ways? •  How can they fit within the context of the new OSU Integrated Marke7ng Communica7ons (IMC) Plan? Prac7ce •  Do the in-­‐person interac7ons our students and other cons7tuencies have with us, align with our ar7culated values? •  What can we do systemically if/when they don t? Communica7on •  What messages should we all be ar7cula7ng? •  How should we be doing that? •  What resources do we need to do that? Next Steps •  Solicit a working group from SA Communica7on Group and SALT to create meaning from the review including: •  Summarize comments and reac7ons from today s mee7ng •  Discuss implica7ons for messages of our collec7ve values •  Develop a plan for ac7on and implementa7on SA Comm Group and SALT Work Team •  Group formed: Adry Clark, Kent Sumner, Eric Hansen, Michael Henthorne, Lisa Hoogesteger, Wendy Li@le, Jennifer Gosse@ •  Reviewed data •  Gathered themes •  Began a plan for ac7on and implementa7on Reviewed Data Student Affairs Student Affairs OSU Shared Values Values OSU Essence Student Values (Ar:culated) (Emergent) Student Affairs Values Student Affairs Values OSU Essence (Ar:culated) (Emergent) Knowledge Diversity Mindful Respect Knowledge Diversity Humanity Humanity Integrity Educa7on Openness/Welcoming Integrity Responsibility Responsibility Community Educa7on Community Authen7c Confident Mindful Empathy Authen7c Inclusion Openness/Welcoming Confident Coopera7on Achieving Coopera7on Personal Growth Achieving Personal Growth Dignity Dignity Responsibility Honesty & Trustworthiness Openness Awareness Integrity Growth Reviewed Data •  Mapped out and looked for overlap in SA goals and ar7culated and emergent values. •  SA Goals (dral) •  We will develop global ci7zens who are prepared and empowered to make meaningful contribu7ons that are socially relevant. •  Mindful, confident, personal growth, dignity, responsibility, awareness, community •  We will build a posi7ve, inclusive, and engaging campus community where mul7ple perspec7ves are openly shared and can thrive. •  Authen7c, confident, diversity, openness, coopera7on, welcoming, respect, inclusion, community •  We will be a teaching and learning organiza7on. We will enhance our own knowledge and the knowledge of others. •  Achieving, educa7on, growth, community •  Themes: Life Skills, Development, Community Iden7fied the Themes / SA Essence • Life Skills • Development • Community Iden7fied the Themes •  The themes we pulled are present in all the goals and 7ed together the emergent and ar7culated values. •  The themes are areas that all Student Affairs departments could contribute to. •  These areas 7e us together and help us tell our story. •  It s more about dis7lling the concepts into who we are and what we do. •  It s consistent with OSU Essence, OSU Strategic Plan, Bacc Core Recommenda7ons Plan for Ac7on & Implementa7on •  Message / Theme Tes7ng & Discussion •  Gather Proof Points, Data & Stories •  Communica7ons Plan •  March 31 •  Update SALT •  Start Data Collec7ons •  April 7 •  Present to SA Comm Group, Univ Marke7ng, SA Assessment •  April 28 •  Subcommi@ee reports, schedule dept mee7ngs, focus groups w/
students Plan for Ac7on & Implementa7on •  Milestones •  Develop a message that tells the SA story and resonates with the OSU Community (prospec7ve students, current students, alumni, donors?, F/S). •  Develop communica7ons strategies for new students, summer & fall 2010. •  Foster rela7onships with Univ Marke7ng, SA Assessment, SA Comm Group, SALT Why are we doing this? •  To clearly communicate the SA ethos to the OSU Community. •  To tell / demonstrate our story in a way that adds value to the work we do on campus. •  Gain support and buy-­‐in from SA departments so that the message provides direc7on, clarity, excitement, and focus to the work we do. •  To tell / demonstrate our value in a way that posi7ons SA for future fundraising. •  To inten7onally align with the OSU strategic plan. Ques7ons Subcommi@ee Details •  Message / Theme Tes7ng & Discussion • 
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Plan and facilitate discussions with SA departments Plan and facilitate discussions / focus groups with target markets Gather feedback to make sure we have the right message / theme Gather ideas for how to demonstrate and communicate the message / theme •  Gather Proof Points, Data & Stories •  Compile and assemble data from annual reports to support the message / theme •  Gather tes7monials to support the message / theme •  Assemble some proof points support the message / theme •  Communica7ons Plan •  Determine strategies to share the message / theme as a division and as individual departments •  Develop an implementa7on plan to engage new students with the message / theme for summer and fall 2010