NorthwestConference Maine7 07

Slide1: 

Developing an Integrated Advocacy Communications Plan 2007 State Relations & Advocacy Retreat Portland, Maine Karen Y. Zamarripa, Assistant Vice Chancellor California State University

Focus of Today’s Discussion: 

Focus of Today’s Discussion Introduction to topic and presentation format Factors leading to integrated strategy Case study example – California State University Small Group Exercise and Reports Key Learnings – CSU Wrap-up

Introduction and Format: 

Introduction and Format Presentation Case Study: What we did at CSU Small Group Exercise and Reports Develop Integrated Strategies Key Learnings What did we learn at CSU What were the themes in exercise

Why Do An Integrated Strategy?: 

Why Do An Integrated Strategy? Four primary factors: Budget Structure Workforce Needs Demographics Politics and Elections

Environmental ScanCalifornia Budget Structure: 

Environmental Scan California Budget Structure Revenue Taxpayer revolt to control revenues Proposition 13, Gann Limits Shift from property to less stable revenues Income/Capital Gains, Sales Expenditures Ballot box budgeting Examples: Proposition 63, 98, Gas and sales tax Competition for limited dollars Infrastructure needs vs. debt service costs

Environmental ScanFuture State Workforce : 

Environmental Scan Future State Workforce Public Policy Institute of California (PPIC) California 2025: mismatch between demand and supply of workforce By 2025, two of every five jobs (41%) will require a college graduate, up from one-third in 2005. Only 33% working-age adults projected to have a college degree in 2020, but 39% of jobs in economy projected to need college graduate.

Environmental ScanDemographics: 

Environmental Scan Demographics California has one of the most diverse populations in the country. California's population approached 37.7 million persons on January 1, 2007 and will pass the 40 million mark by 2012 The state has increased by nearly 3.8 million persons – 11.2 percent – since the last census on April 1, 2000 Changes in population and education needs By the middle of the century, the projections show that Hispanics/Latinos will be 52 percent of the state's population, with Caucasians comprising 26 percent, Asian Americans are expected to be 13 percent and African Americans at 5 percent

Environmental ScanPolitics and Elections: 

Environmental Scan Politics and Elections Term limits Lose one-third of legislators each year “Safe Seats” State’s reapportionment defined seats by party Real decision made in primaries Partisanship Primary results are usually in the extreme Special Interest Groups Campaign reforms – independent committees Tribes, labor, others influence elections Use of the ballot box

Need for Integrated Communicationsand Advocacy Plan : 

Need for Integrated Communications and Advocacy Plan State factors need to evaluate and develop integrated communications and advocacy plan: Little discretion in budget leading to greater competition Polls not policy driving decision making Special interests greater influence in elections For CSU specifically we also face: Must utilize all voices to be heard over the state “clatter” Low awareness of CSU, gets confused with UC K-12 Education higher priority but see no link to higher education

Utilizing the Full Team: 

Utilizing the Full Team Connecting all the messengers to maximize impact amidst all the competition: Advancement Alumni Public relations, communications and marketing Advocacy and governmental affairs Moving from an individual campus mentality to a system message, strategy and approach

Case Study: California State University: 

Case Study: California State University

About CSU: 

About CSU

About CSU: 

About CSU 417,000 Full-time equivalent students; about 460,000 headcount 46,000 faculty and staff with 10 represented units including faculty union and Academic Senate 23 campuses from Humboldt to San Diego Over 2 million alumni statewide

Slide14: 

Quick Background About the project – Goals and Objectives Audience Identification Based on ability to assist CSU in fulfilling its mission Key Messages Conduct Research – Impact Study Messages that were developed and utilized Sample Tactics Reaching out to various communities in the state Developed communication & grassroots materials Looking Ahead to the Future Achievements & Outcomes Sustaining the Effort

Quick Background Goals & Objectives: 

Quick Background Goals & Objectives Educate key audiences about CSU Value-added to students, employers and state Identify, engage key influencers to be “indirect” advocates Third party voices more effective Influence voters, general population Increase positive media coverage with ethnic, state, national press Means to influence elected officials and voters Improve CSU’s reputation internally and externally Create pride for employees Counter negatives from collective bargaining

Audience Identification: 

Audience Identification Internal: Faculty and staff Presidents (23 campuses) Board of Trustees (governing board) Vice Presidents of Advancement External: Business / opinion leaders General public / taxpayers Alumni Elected Officials – both state and federal

Key Messages: 

Key Messages The CSU is a leader in providing high-quality, accessible, student-focused education The CSU is vital to California’s economic prosperity The CSU is the leading educator of diverse populations CSU is…WORKING FOR CALIFORNIA

Specific Tactics Impact Study: 

Specific Tactics Impact Study Research conducted to determine CSU’s direct impact on the state Role of CSU in preparing workforce now and in future Confirmed role in serving all California’s diversity Economic Return on Investment for Attending a CSU State’s Economy and Future Workforce Needs

Specific Tactics Impact Study: 

Specific Tactics Impact Study CSU’s direct economic impact on the state of California is enormous—$7.46 billion CSU’s direct spending in California generates a total impact of $13.6 billion in the state’s economy. CSU sustains more than 207,000 jobs in California, and generates more than $760 million a year in state and local annual taxes In 2002/03, the 1.7 million CSU alumni working in California earned an estimated $89 billion in income, of which $25.3 billion is attributable to their CSU degrees For every $1 the state invests in the California State University, the California State University returns $4.41

Audiences and Messages from Impact Study: 

Audiences and Messages from Impact Study CSU needs to be responsive to the diversity of the state The university’s enrollment growth and changes an important message - Latino students has more than tripled since 1986 African-American enrollment has more than doubled Asian-American enrollment has increased by more than 40 percent.

CSU Share of All Public and Private University Bachelor Degree Recipients in California, by Ethnicity, 2001-2002: 

CSU Share of All Public and Private University Bachelor Degree Recipients in California, by Ethnicity, 2001-2002

Impact Study Results:Primary Workforce Needs: 

Impact Study Results: Primary Workforce Needs California has determined a need for workers in key industries: Information Technology & Electronics Media & Cultural Industries Agriculture, Food & Wine Life Sciences Tourism Engineering Services Apparel Aerospace Transportation Services

Slide23: 

CSU Bachelor’s Degrees as Percent of All Public and Private University Bachelor’s Degrees Awarded in California, Critical Fields 2001–2002

Specific TacticsCreating New Voices of Support: 

Specific Tactics Creating New Voices of Support Took the CSU story to the industries Held forums with leaders in agriculture, engineering, entertainment, tourism, criminal justice Ongoing dialogue with industry leaders on curriculum, partnerships Took the CSU story to diverse communities CSU Super Sunday in African American churches Partnerships with PIQE, Tomas Rivera Policy Institute, Sallie Mae Created Troops to College programs Took the CSU story to elected officials Work with Latino, African American, Asian caucuses Took the CSU story to national and state press Chronicle for Higher Education, Inside Higher Education

Specific TacticsUsing the Research to Educate & Mobilize: 

Specific Tactics Using the Research to Educate & Mobilize Tools for Communication Success “How to Get to College” Poster Distributed to all campuses and public high schools encouraging young students to go to college PIQE Diplomas Parent program once completed gives student automatic admittance to a CSU when requirements met CSU Fact Book Annual facts about CSU successes and impact

Specific TacticsUsing the Research to Educate & Mobilize: 

Specific Tactics Using the Research to Educate & Mobilize Tools for Advocacy Success Champion Cards Distributed at all CSU events to identify those wanting to take grassroots action Legislative Report & Action Alerts Regular communication on key issues to campus teams & grassroots advocates eAdvocacy System Online community used to both educate and advocate for CSU system issues Grass tops Identification Program Screen to identify campus alumni and affiliates with political connections

Looking Ahead to the FutureAchievements & Outcomes: 

Looking Ahead to the Future Achievements & Outcomes Industry Agriculture Advisory Committee: $1 million earmark for CSU Entertainment: Job placements, internships, partnerships with Apple, Yahoo Engineering: Deans working to expand math, science programs in schools Diverse Communities National and state recognition for going to communities through church-based programs, community partnerships Increased support by African American, Latino and Asian community leaders Legislative Improved relationships and recognition of CSU’s importance to communities Media Placements in USA Today, CNN, Chronicle of HE, Inside HE

Small Group Exercise: Developing an Integrated Communications & Advocacy Plan: 

Small Group Exercise: Developing an Integrated Communications & Advocacy Plan

Issues to Consider for Exercise: 

Issues to Consider for Exercise Develop key messages (What messages would impact your audiences?) Confirm who will be part of your team (What parts of the university are involved? How do you involve them separate from their “real” jobs? What’s in it for them?) Identify traditional and non-traditional allies to carry your messages (Who are they? How will they be recruited?) Leverage allied support in direct advocacy with policy makers and staff (Can these allies be organized and mobilized for this purpose? How would this effort be structured and managed?) Consider indirect efforts to influence outcomes (What role will the media play for you? Are there third parties that will and can carry you message for you?)

Observations and Key Learnings from CSU: 

Observations and Key Learnings from CSU Broaden and deepen relationships with industries, communities Creation of online community to track advocacy interest by industries, communities Utilize alumni, business and community leaders to make our case as “third party” advocates Ongoing tactics and communication to leaders to carry the CSU message and advocate the issues Keep team and leadership focused on the plan Campuses slow moving to change from a solely local approach to a shared focus of state university image

Observations and Key Learnings From CSU: 

Observations and Key Learnings From CSU CSU to take an offense vs. defense role Move from reactive to proactive message – create the issues rather than respond to them Short-term versus long-term focus Slow moving academia Ongoing research needs No measurable indicators to test achievement of goals No data to confirm impact of effort statewide, regionally, campus, demographics, etc. Polling and focus groups needed to confirm results but also guide refinements, key messages

Observations and Key Learnings From CSU: 

Observations and Key Learnings From CSU Create positive and ongoing media coverage In face of an overly saturated market Competing with other markets (i.e. Hollywood, more powerful interest groups, etc.) Efforts by faculty union, elected officials to achieve their goals Educating employees in a highly unionized environment Little to no internal communications at system and campus levels Systems do not exist to communicate directly with all employees

Observations and Key Learnings From CSU: 

Observations and Key Learnings From CSU Independent research supports messages Workforce needs confirmed Reinforces higher education public good versus a private benefit Engages business, local government, others Demographic shifts increase value-added More families, individuals dream of opportunity and want doors to remain open New partners and allies

Observations and Key Learnings From CSU: 

Observations and Key Learnings From CSU Higher education organization Silos between divisions; disconnect between academics and real world More work on top of everything else Need to see how it helps them do their job Need clear leadership, decision making Consider short and long-term Measures of success important

California State University Questions, Comments and Discussion: 

California State University Questions, Comments and Discussion

Communication & Advocacy Resources: 

Communication & Advocacy Resources California State University Advocacy Page: www.calstate.edu/air CSU Impact Study: www.calstate.edu/impact Solutions for our Future: www.solutionsforourfuture.org University of Texas “State of Tomorrow” Project: www.stateoftomorrow.com EdVoice Grassroots Online Program: www.edvoice.org

Slide37: 

www.calstate.edu