Communications director says knowing who to target, and with what tools and platforms, could help ease communication with minimal resources.

jared_padgettModern technology has provided a multitude of communications platforms in our increasingly digital world. While this has brought the world to our finger-tips, it has also created a challenge for an organization wanting to reach its audience: how can an institution compete with all the white noise and provide opportunities for meaningful interaction with its campus?

As colleges and universities face the ever-present threat of budget cuts, and enrollments fluctuate, the answer to this question may be critical. Consider, however, that this may not even be the right question – or at least the only question.

Think about the makeup of your institution. Think about the students, faculty, admin, stakeholders, and the general public who might interact with your school on a daily basis. Is this a homogeneous group? Likely, you pictured a set of distinct audiences, a heterogeneous blend of unique subsets, all of whom have different needs, wants, and expectations.

Now consider this – are they all receiving the same types of communication? If the answer is yes, then you might have your answer regarding the lack of traction you are getting. This one-size-fits-all approach to communication doesn’t work.

How, then, can a financially burdened, often understaffed communications team manage to create a unique message for each audience? Is this even possible? Fortunately, it is possible to communicate with multiple audiences; even with minimal access to resources. The trick is to know your audience, and maximize the value of your efforts.

(Next page: 5 ways to effectively communicate campus messaging)


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