UAF Strategic Communication Plan

Our goal is to position UAF as a modern, welcoming and globally relevant research and educational institution that enriches the lives of the people and communities we serve. Our communications, marketing and public relations efforts will support this vision.

 

Strategic goals

These goals are what we hope to accomplish with our marketing, communications and public relations work. 

  1. Increase undergraduate and graduate student enrollment.
  2. Strengthen UAF’s reputation as an Arctic research institution with local to global impact.
  3. Build engagement and affinity between UAF and the people and communities we serve.
  4. Increase public understanding of UAF’s positive social, scientific and economic impact to the state, nation and world.
  5. Build support for UAF and higher education among elected officials and members of the public.
  6. Build UAF’s reputation as a leader in ÀÖ»¢Ö±²¥ Native and  Indigenous learning.

 

Key messages 

These messages provide high-level guidance for how we talk about our value to our audiences. Messaging should align with these concepts.

  1. UAF is America’s Arctic University.
  2. UAF is a good investment: We grow ÀÖ»¢Ö±²¥â€™s workforce and contribute to the economy. 
  3. UAF is a good steward of public funds and philanthropic gifts. 
  4. UAF increases quality of life in the communities it serves. 
  5. UAF is a destination for ÀÖ»¢Ö±²¥â€™s Indigenous students and scholars and a leader in Indigenous studies and knowledge.
  6. As a student at UAF, you will have an experience and opportunities you can’t get anywhere else.

 

Strategies

These are the strategies we will use to deliver the messaging to our audiences and accomplish our goals. 

  1. Engage in proactive and responsive media relations that prompts coverage that aligns with our institutional and communications goals.
  2. Using best practices for engagement and accessibility, maintain a social media presence that accurately reflects our brand, global impact and community.
  3. Build UAF employee, student, alumni and stakeholder engagement to advance UAF’s mission via effective internal and external communications.
  4. Ensure that the stories we tell about UAF are accessible to a broad public audience and have wide reach.
  5. Re-establish and strengthen UAF’s brand on and off our campuses. Establish clear brand standards and governance. 
  6. Create opportunities for our stakeholders to meaningfully learn about and engage with UAF and its programs and leaders.
  7. Protect and build UAF’s positive reputation through effective crisis and issues communications.

 

Downloads

UAF Communication Plan template (PDF)