a strategic story
Planning stakeholder communications – because every audience matters
UC San Diego
Strategic Communications Plan for Design and Development Services & Capital Program Management Departments
The opportunity
UC San Diego is currently experiencing unprecedented growth on campus. And there’s no sign of slowing down with another $7 billion in construction planned in the next five years. The UC San Diego’s Design & Development Services and Capital Program Management Departments, along with their university partners, play a critical role in delivering these construction projects and the vision of the university’s Strategic Plan and Campus Transformation. The departments recently reorganized to better align with the delivery of projects needed to achieve this vision. They engaged JPW in the development of a strategic communications plan to guide the departments’ communication with both internal and external audiences.
The approach
As part of the plan development process, JPW conducted research through listening sessions and facilitated discussions with leadership and staff from both departments. We also reviewed survey results from the departments’ university partners to understand the current perceptions of the departments and their staff. Through insights gained from this research, we learned the departments needed to clearly communicate their core purpose to both internal and external audiences. We developed a master narrative and key messages to use in communications and worked with the departments’ leadership team to refine the team’s “Point of View,” which articulates the departments’ vision and culture to all audiences. Finally, we prepared a strategic communications plan, including tools and tactics needed to achieve the goals of our plan and reach both internal and external audiences.
The solution
Strategic communications plan
Key messages and master narrative
General communication support
PowerPoint presentation
Staff training and budget book messaging
Infographics and illustrations
Collateral, including brochures and fact sheets
The reward
The communications plan has been well received by departments’ staff and leadership, as well as university leadership. The departments’ leadership team has integrated the key messages and master narrative into all communications, including staff training and construction project management materials, as well as presentations to external audiences. Whether it’s a presentation to an internal client or talking with the Building Industry Association, the departments have been focused on keeping messages consistent and ensuring they represent the departments’ point of view and core purpose statement. JPW has also worked with the departments to implement some of the strategies outlined in the communications plan, including development of engaging collateral materials and content and messaging for several high-profile presentations, both on campus and with external audiences.