From Concept to Campaign: Developing Creative Communication Strategies in Higher Education

As someone who has spent over fifteen years in the realm of university communications, I’ve seen firsthand how crucial it is to develop creative communication strategies that resonate with a diverse audience. At the University of California, San Francisco (UCSF), where I currently serve as the Associate Director of Administration & Communications within Facilities Services, the process of turning a concept into a fully realized campaign is one that requires careful planning, collaboration, and, most importantly, creativity. In higher education, where the audience is vast and varied, the need for innovative approaches to communication is more pressing than ever.

Understanding the Audience

Before we even begin to brainstorm creative ideas, it’s essential to understand our audience. In higher education, the audience is not a monolith. It includes students, faculty, staff, alumni, donors, and even the local community. Each of these groups has different needs, interests, and ways of consuming information. A message that resonates with students might not have the same impact on faculty, and what works for staff might not be as effective for alumni. This is why understanding your audience is the first step in developing any communication strategy.

In Facilities/Campus Life Services, we make it a priority to get to know our audience through surveys, focus groups, and one-on-one conversations. We ask questions like: What issues matter most to them? How do they prefer to receive information? What motivates them to take action? The insights we gather from these interactions inform every decision we make, from the tone and style of our messaging to the platforms we use to distribute it.

The Spark of Creativity

Once we have a clear understanding of our audience, the next step is to ignite the spark of creativity. This is where the fun begins. Developing a creative communication strategy is about more than just coming up with clever ideas; it’s about finding innovative ways to connect with your audience and convey your message effectively.

In Facilities/CLS, we encourage our team to think outside the box. We hold brainstorming sessions where no idea is too wild or too far-fetched. Some of our most successful campaigns have come from these sessions, where team members feel free to share their most creative thoughts. For example, when we were looking for ways to promote a new campus sustainability initiative, someone suggested we create a series of short, humorous videos featuring campus mascots. The idea was unconventional, but it worked. The videos were a hit with students, who shared them widely on social media, helping to spread the word about the initiative in a way that was fun and engaging.

From Ideas to Strategy

After the initial burst of creativity, the next challenge is to turn those ideas into a cohesive strategy. This is where the concept of a campaign comes into play. A campaign is more than just a collection of messages; it’s a carefully planned series of communications that work together to achieve a specific goal.

To develop a successful campaign, we start by defining our objectives. What are we trying to achieve? Is it increased awareness, greater engagement, or a call to action? Once we have a clear goal in mind, we can start to map out the different components of the campaign. This includes deciding on the key messages we want to convey, the channels we’ll use to distribute them, and the timeline for rolling everything out.

One of the most important aspects of this stage is ensuring that all the different elements of the campaign work together harmoniously. Each piece of communication, whether it’s a social media post, an email newsletter, or a campus event, should reinforce the overall message and contribute to the campaign’s success. Consistency is key.

Executing the Campaign

With a solid strategy in place, it’s time to move into execution. This is where all the planning and preparation come together. In higher education, executing a campaign often involves coordinating across multiple departments and working with a variety of stakeholders. This requires strong project management skills and the ability to keep everyone on the same page.

In the Facilities/CLS department, we’ve developed a system for executing campaigns that allows us to stay organized and on track. We use project management tools to assign tasks, set deadlines, and monitor progress. Regular check-ins with the team ensure that everyone knows what they need to do and when they need to do it. Flexibility is also crucial at this stage. Even the best-laid plans can encounter obstacles, so being able to adapt and make adjustments as needed is vital to the campaign’s success.

Measuring Success

No campaign is complete without evaluating its effectiveness. After all the hard work that goes into developing and executing a campaign, it’s important to take a step back and assess what worked and what didn’t. This not only helps to measure the success of the current campaign but also provides valuable insights for future efforts.

In Facilities/CLS, we measure the success of our campaigns using a variety of metrics. This can include quantitative data, such as engagement rates, click-through rates, and attendance numbers, as well as qualitative feedback from the audience. We look at what resonated with our audience and what didn’t, and we use this information to refine our approach for future campaigns.

The Importance of Innovation

Developing creative communication strategies in higher education is both an art and a science. It requires a deep understanding of the audience, a spark of creativity, careful planning, and effective execution. But most of all, it requires a willingness to innovate.

In today’s fast-paced, ever-changing world, the same old approaches simply won’t cut it. To truly connect with your audience and achieve your communication goals, you need to be willing to try new things, take risks, and push the boundaries of what’s possible. At UCSF’s Facilities department, we’ve seen time and again how a creative approach can turn a simple concept into a successful campaign. By embracing innovation, we’re not just keeping up with the times; we’re setting the standard for what university communications can be.