Communication and Engagement Strategy

Background

The Office of Research and Sponsored Programs (ORSP) seeks to create a dynamic and vibrant environment of discovery, innovation, and entrepreneurship through support of faculty, staff, and student research. ORSP strives to promote scholarly excellence through leadership in research development, planning, and administration to solve problems across the state, nation, and globe.

ORSP’s communications and engagement activities will be implemented in tandem with UWW Marketing and Communications unit to enhance the university’s outreach to a broader community of the university and the State. The communications and engagement strategy will incorporate knowledge management efforts to ensure practical information and lessons learned are shared with stakeholders, so they understand the services and impact of ORSP activities and services. This strategy presents key messages and audiences, methods of dissemination, and metrics for measuring success.

Understanding the preferred methods and modes of communication and engagement, as well as other external factors, will help ORSP optimize its outreach and be better able to direct key messages to key stakeholders through the appropriate channels. 

ORSP envisions a communications and engagement strategy that incorporates direct, simple, and easy-to-understand messages aimed at key stakeholders. ORSP will focus on communicating tangible results and progress to underscore the critical role it plays in advancing the UWW goals.

All ORSP communication and engagement materials and strategies will align with the University Marketing and Communications guidelines for key identity elements, such as official colors, typography, and sizing, as well as logos, seals, names, symbols, and slogans associated with the university. ORSP will use the UWW Branding and Marking Plan for all its public communication and outreach activities and disseminating any research and sponsored program related materials. 

The major goals of ORSP are:

• Support the creation of a vibrant environment and capacity at UWW for faculty, academic staff, and students to pursue their research, innovation, and creative endeavors.
• Provide support for faculty and academic staff in their pursuit for external funding opportunities, proposal submission, and administration of funded award.
• Provide oversight and administrative support for research compliance.
• Support professional development and training for faculty, academic staff, and students through tailored programming.
• Serve as a hub for research administration resources.

The ORSP Communication and Engagement Strategy contributes to the four themes that capture the broad and aspirational priorities of UWW – Enhance the value of a UW-Whitewater education, create an inclusive environment for student success, advance co-curricular experiences and deepen a culture of collaboration.

Strategic Objectives

The specific objectives of the Communications and Engagement Strategy are:

• Develop meaningful relationships, foster community and trust among the university community and stakeholders. 
• Raise awareness and share information proactively, consistently, and clearly with stakeholders (audiences) about the work and services of ORSP and available opportunities to maintain interest and support to the Office. 
• Enhance collaboration through inclusive and accessible communications and engagement with faculty, staff, and the community, as well as stakeholders and partners.
•  Increase visibility of UWW.

Target Audience

The target audience for the Communications and Engagement Strategy is categorized as follows: 

• Primary Audience. The primary audience for all materials and documents is UWW faculty, deans and department heads, senior leadership, staff, and students. The ORSP team will work closely with the University Marketing and Communications to ensure messaging consistency and identify other potential US audiences.
• Secondary Audience. The secondary audience for materials and documents includes research and grant sponsors; existing and potential collaborators and partners; and researchers and administrators outside of UWW.

ORSP messages will be direct, simple, and easy-to-understand by key stakeholders engaged in research and sponsored programs. 

Messages include proactive announcements (e.g., funding opportunities; available resources for grant writing, events, and workshops); publicizing successful accomplishments and stories that demonstrate institutional impact; and updates on current and potential changes to internal and external policies and guidelines pertaining to research and sponsored programs.

Communication and Engagement Channels

The ORSP team will use several channels to reach its audience and effectively communicate its services, activities, and products. The following list of communication channels is identified.

• Website. Online visibility; updated and user-friendly website as a resource and information hub.
• Events. Regular training sessions on grant writing, compliance, and specific funding agency requirements; Workshops and Seminars on topical areas; Webinars, information panels, etc.
• Departmental Liaisons. ORSP staff serve as dedicated points of contact; Engage with department chairs and faculty attending departmental and college-level meetings.
• Targeted Emails. Personalized emails to faculty/ staff based on their research and programming interests.
• Content Production. Technical monthly updates, Quarterly progress reports, Annual reports, Newsletters, Factsheet, Posters, Fliers, Brochures, etc. 
• Videos: A video about the ORSP services; A video on success stories of research and grant beneficiaries and their work.
• Promotional Materials. T-shirts, Mugs, Caps, Pens, Coasters, etc.
• Signage. Banners and backdrops; campus digital media slides.
• Online Presence. Social media – Facebook, LinkedIn, etc.; electronic newsletter.
• Mass Media. Media coverage (as appropriate)

EMAIL vs. PHONE COMMUNICATION

WHEN TO EMAIL:

• Do this when (i)...documentation aids later support and clarification, (ii) .... clarification is needed before documenting in RAMP, (iii) ...you need to share correspondence with a sponsor, or (iv) ...you would like to request a Webex consultation.
• Always: 
  • Include all contact information in your signature, including your email and phone number. 
  • Award record (AWD) number.
  • Funding Proposal Approval Form record (FP) number.
  • Principal Investigator (PI) name.
  • Project/Grant (PG/GR) number (for Finance-Sponsored Programs). 
  • Sponsor name and detailed contact information (if requesting that a central office contact them).
  • Direct your email to the person you’re requesting a response from, using the “To” line appropriately.
  • Copy interested parties when necessary, using the ”cc:” line and “Reply to All” appropriately. 
  • Proofread for accuracy, clarity, and tone. 
  • When forwarding, summarize the action requested in the introduction. Re-iterate the subject in the first line of an email and include your question. 
  • Put as much key information in the subject line as possible, including “URGENT” and a “RESPOND BY” time if a same-day reply is needed. 
  • Time-sensitive messages should describe consequences of a delayed response.

WHEN TO PHONE: 

• Picking up the phone (and leaving a voicemail) may help when (i) ...you need quick confirmation or to speak with someone directly (remember to leave a voice mail). • ...you are experiencing miscommunication (e.g., still not clear after writing back and forth), (ii) ...you need to discuss complex situations or when multiple issues need resolution, (iii) ...you’re asked to respond by phone, or you need to speak in real time via phone or Webex, or (iv) ..for urgent matters or same-day requests (and, of course, it is best to plan and avoid these situations wherever possible).
• Always:
  • Leave a voicemail, which will be automatically transcribed and forwarded via email.
  • Identify yourself and why you are calling. 
  • Concisely reference any relevant U-M reference information, e.g., AWD number, FP number, PI name, and sponsor name and detailed contact information (if requesting that a central office contact them).
• If you do connect, be sure to ask if it is a good time to speak with the person you’ve called and indicate how long you think you’ll need to resolve the matter (e.g., “Do you have five minutes, or time for a quick call?”).