The Evolution of a Communication Strategy in Financial Aid - Karla Weber, Communications Manager Office of Student Financial Aid, UW-Madison

The Evolution of a
Communication Strategy in
     Financial Aid
  Karla Weber, Communications Manager
Office of Student Financial Aid, UW-Madison

UW-Madison Profile
• Public land-grant, Research I, Big 10 Institution
• 200+ Undergraduate Majors/Certificates, 250+
  Master’s, Doctoral, and Professional programs
• Spring 2018 Enrollment – 41,520
   • Undergraduates: 28,365
   • Graduates/Professionals: 11,102
   • Specials: 2,053

• 2015-16, submitted FAFSAs
   • 54% of Undergrads
   • 27% of Grad/Prof

My Profile
• Bachelor of Science – Human Development & Family Studies
     • Information Guide, Supervisor, Coordinator for the Campus
       Information & Visitor Center
•   “The Plan” = Graduate School, Master of Social Work
•   Student Financial Aid…really?
•   From the Front Desk to Communications
•   TBD = Master’s Degree Program
     • Higher Ed Admin?
     • Communications?
     • MBA?

Audience Profile
 • Do you have any single person in your office
   that has a position similar to mine?
 • How does your office set communication
   strategy? One person? Or a team of people?
 • What are your typical methods for
   communicating with students?
 • Do you collaborate with other campus
   offices?

The Past - Discovery
 Who did or didn’t do what? And how?
   •   Emails – 4 Methods
   •   Increasingly archaic website
   •   What’s social media?
   •   Print Material – people still want things in print?
   •   Media Relations
   •   Consumer Info Compliance

Is this the same office?
Federal Direct and Private Loan Office, UW-Madison (Stafford, PLUS, and Private Loans)
333 East Campus Mall, Ste #9701
Madison, WI 53715-1382                            Office of Student Financial Aid
Please use the ZIP+4 to ensure proper delivery!   University of Wisconsin – Madison
Phone: 608-262-4987
Fax: 608-262-9068                                 333 East Campus Mall #9701
                                                  Madison, WI 53715-1382
Office Hours: M-F 7:45am-4:30pm
                                                  Ph: (608) 262-3060
directloans@finaid.wisc.edu                       Fx: (608)262-9068
                                                   Email: finaid@finaid.wisc.edu
                                                   Web: www.financialaid.wisc.edu
UW Madison
Office of Student Financial Aid
333 East Campus Mall #9701 (Office open from 7:45 am to 4:30 pm)
Madison, WI 53715-1382
608-262-3060 (phone)                            Special Awards Unit
608-262-9068 (fax)                              Office of Student Financial Aid
Email: finaid@finaid.wisc.edu                   333 East Campus Mall #9701
Web: www.finaid.wisc.edu                        Madison, WI 53715-1382
                                                  Phone: (608) 262-3060
                                                  Fax: (608) 262-9068
                                                  award@em.wisc.edu

Creating Templates

The Present – “Quick” Wins
Getting/gaining support
Keeping with UW recommendations:
   • Establish a BRAND
   • Rethink voice & tone
       • Did you know that…
               Most sources recommend writing anywhere from a 3rd
               to 7th grade level in both emails and on websites?!

Track request for comments, data, quotes, etc
Prioritizing all the things!

Coming Soon – Chat Bot!
               IT Project
  Purchasing
                 Intake
                            Timing

Follow Us!

             @UWMadFinAid

             @UWMad_FinAid

Does your office have social
     media accounts?
     If no, why not?!
 Who runs our accounts?

Targeted Communication Planning
Complete:
• Pell Census Date Change
• The End of the Perkins Loan
• 2018-19 FAFSA Availability/Priority Date
• Badger Promise
• Bucky’s Tuition Promise

Coming Soon:
• Newsletter for graduating students
• Summer eligibility

The Future – as I have time…
• Media Policy
• MORE Print Material
• Metrics/Data/Research
• Division/Student Services Communication Collaboration
   • What can we combine
   • How do we send info more strategically - TOGETHER
• Exploring new avenues
   • Text messaging? Videos?
• Accessibility Concerns
• Continuing Education

Don’t Forget!
• It’s OK to be reactive while you plan proactivity
• Change doesn’t (and shouldn’t) stop
• If it doesn’t work - try, try again!
• Use your easiest resource, STUDENTS!
• Arm your team!
• Images and infographics are the COOLEST!
• Use what’s already there

Thank You.
Karla Weber, Communications Manager
        Karla.weber@wisc.edu
             @ItsJustKarla