Public and International Relations Office - Diamond Jubilee Communications Plan
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University of Gondar Public and International Relations Office Diamond Jubilee Communications Plan
University of Gondar Diamond Jubilee
2014 Communications Plan
Background
The
University
of
Gondar
started
out
in
1954
as
the
Public
Health
College
and
Training
Center.
The
training
center
grew
over
the
years,
and
in
2004
became
the
University
of
Gondar,
as
we
know
it
today.
Established
to
meet
the
needs
of
the
community,
our
institution
maintains
its
commitment
to
contribute
to
the
growth
and
development
of
Gondar
and
Ethiopia.
Today
through
the
creation
of
knowledge,
the
provision
of
quality
education
and
a
closer
association
with
society,
we
seek
to
contribute
to
the
sustainable
socio-‐economic
development
of
our
nation.
Home
to
the
oldest
medical
college
in
the
country,
we
trace
our
roots
to
1954.
The
last
60
years
has
seen
the
university’s
impact
include
a
400-‐bed
referral
hospital,
outreach
health
services
to
50,000
people
via
five
off-‐campus
locations,
and
expanding
academic
health
programs
to
train
the
future
generation
of
Ethiopia’s
health
professionals.
The
university
has
also
diversified
beyond
health
sciences
with
more
than
26,000
students.
We
now
have
58
undergraduate
and
64
postgraduate
programs
across
four
colleges,
two
faculties
and
three
schools.
These
include
Law,
Social
Science
and
Humanities,
Education,
Natural
and
Computational
Science,
Technology,
Veterinary
Medicine
and
Agriculture.
With
this
great
legacy,
we
continue
to
innovate
on
behalf
of
the
5
million
Ethiopians
in
our
service
area.
We
have
invested
heavily
in
infrastructure,
including
a
new
1000-‐bed
hospital
to
open
in
July
2014
and
a
new
campus
in
Tseda.
We
have
also
enhanced
the
university’s
technology
capacity
by
installing
new
equipment
and
implementing
advanced
technology
practices
that
have
earned
us
national
recognition.
The
University
of
Gondar
has
also
amplified
its
impact
by
building
connections
to
the
international
community.
We
have
agreements
with
more
than
20
universities
in
10
countries
as
well
as
partnerships
with
governmental
and
non-‐governmental
organizations
The
university
counts
more
than
25,000
alumni
as
part
of
our
legacy
to
Ethiopia
and
the
world.
These
past
students
have
been
an
integral
part
of
our
growth
and
development,
first
as
students
and
now
as
ambassadors.
They
are
leading
professionals
in
their
fields.
We
view
the
Diamond
Jubilee
celebration
as
an
opportunity
to
share
the
progress
we
have
made
over
the
last
60
years
and
our
plans
for
the
future.
2Communications
activities
to
date
have
included:
• Developing
a
Diamond
Jubilee
logo
• Creating
an
alumni
board
in
Addis
Ababa
• Engaging
the
alumni
board
in
the
U.S.
• Creating
a
Facebook
page
for
alumni
• Adding
a
page
to
the
website
about
the
Diamond
Jubilee
• Publishing
a
booklet
about
the
history
of
the
university
• Broadcasting
a
one-‐hour
interview
with
Vice
President
Afework
on
Radio
Fana
• Promoting
of
Diamond
Jubilee
in
events
coverage
• Earning
coverage
via
the
National
University
Sports
Festival
Key
jubilee
events
are
included
in
Appendix
1.
Positioning
statement:
At
the
University
of
Gondar,
university
and
community
are
closely
joined.
We
are
embedded
in
the
heart
of
the
community
we
serve
and
educate
students
who
will
carry
that
mission
forward.
With
the
oldest
medical
college
in
Ethiopia
and
an
expanding
campus,
we
improve
the
quality
of
life
in
Gondar,
and
we
dedicate
ourselves
to
solving
the
societal
challenges
facing
East
Africa.
Alumni
and
external
partners
survey
questions
to
test
positioning
statement
and
gauge
perceptions
are
included
in
Appendix
2.
Key Audiences
Primary:
Alumni
in-‐country
Alumni
outside
Ethiopia
Current
university
community
–
faculty,
staff,
and
students
Secondary:
Other
higher
education
institutions
in
East
Africa
Political
and
civic
leaders
External
partners
Community
in
and
around
Gondar
External
media
(traditional
and
new)
Intended outcomes
• Reinvigorated
alumni
relationships
• A
stronger
profile
as
one
of
the
leading
higher
education
institutions
solving
East
Africa’s
toughest
problems
• Increased
national
visibility
for
the
university
Core Messages for the campaign
3• UOG
alumni
are
leaders
in
their
professions,
extending
UOG’s
impact
around
the
country
and
the
world.
o Examples:
People
to
People
founder,
Minister
of
Health
• UOG
academic
and
research
programs
address
the
challenges
facing
Ethiopia
and
East
Africa
today.
o Examples:
Bioinformatics
program
is
first
in
the
country.
Physical
therapy
program
is
first
in
the
country.
• UOG
has
significantly
improved
the
lives
of
Ethiopians,
especially
in
the
Gondar
region,
over
the
last
60
years.
o Examples:
Epidemics?
Hospital
care?
Animal
health
issues?
Strategies and Tactics
1. Conduct
an
audience
attitude
survey
using
free
online
survey
tool,
Survey
Monkey
for
example.
a. Survey
questions
in
Appendix
2.
b. Conduct
survey
for
two
weeks
in
late
March,
early
April
2014.
c. Promote
survey
via
Facebook
and
email
to
key
audiences
listed
in
this
plan.
d. Compile
results
and
review
with
UOG
leadership.
e. Use
results
to
revise
this
plan
document
as
needed.
2. Promote
events
to
key
audiences.
a. Email:
Send
email
updates
at
least
once
per
month
to
primary
audiences
listed
above.
Include
links
to
any
new
content
and
other
channels.
Explore
the
possible
use
of
an
email
vendor,
such
as
Constant
Contact,
for
distribution.
b. Email:
Send
email
updates
at
most
once
per
month
to
secondary
audiences.
c. Social
media:
Include
Jubilee
events
as
part
of
social
media
posts,
but
not
the
only
content.
See
below
on
social
media
strategy.
d. Website:
Update
home
page
blog
with
event
information,
including
upcoming
events,
“live”
update
during
events,
and
photos/videos
after
events.
e. Online
registration:
Include
an
online
event
registration
option,
such
as
Eventbrite.
4f. Distribute
print
materials
in
and
around
the
campus
and
city.
See
below
on
publications
strategy.
3. Develop
three
key
digital
content
streams:
a. Q&A
series
of
60
successful
alumni
important
to
the
university
in
some
way.
Publish
1
every
day
for
60
days
leading
up
to
the
July
celebration.
i. Develop
the
questions
that
the
selected
alumni
will
receive.
(Keep
questions
the
same
for
each
person.)
ii. Ensure
that
the
featured
alumni
represent
diversity:
1. Different
professions
2. Men
and
women
3. Different
ages
4. In-‐country
and
abroad
iii. Contact
the
selected
alumni
individually
by
email
or
phone.
Ask
them
to
answer
the
questions
by
email
and
provide
a
photo.
1. For
certain
VIP’s,
contact
may
be
initiated
by
a
University
leader
(dean,
director,
VP,
President)
iv. Collect
all
60
profiles
by
April
30.
v. Publish
the
first
one
on
May
2.
Publish
one
every
day
(including
weekends)
through
June
30.
vi. Promote
via
multiple
social
media
accounts
–
UOG
Facebook,
alumni
Facebook,
UOG
Twitter.
vii. Ask
the
alumni
employers
to
help
promote
in
their
social
networks.
b. Series
of
9
features
(text,
photo,
or
video),
one
each
profiling
the
4
colleges,
3
schools
and
2
faculties.
i. Post
3
per
month
starting
in
April.
Post
them
on
the
home
page
blog,
and
also
on
the
college/school/faculty
introduction
page.
ii. Regardless
of
the
primary
medium,
ensure
at
least
one
visual
element
appears
with
each
feature:
Photo,
Graphic
(map,
chart)
or
Video
clip.
5iii. Include
basic
facts:
when
department
started,
how
many
faculty,
degree
programs,
#
students.
iv. Include
“wow”
info:
key
subject
areas
of
focus
(in
research,
education,
or
community
service);
any
major
discoveries;
key
international
partners
1. Example:
We
have
the
best/first/only
clinic
that
treats
foot-‐and-‐
mouth
disease
in
farm
animals
in
a
500-‐kilometer
area.
2. Example:
We
are
collaborating
with
Ohio
State
on
a
plan
to
eradicate
rabies
in
the
Gondar
region.
The
strategies
we
develop
can
be
applied
to
other
regions
in
East
Africa.
v. Include
future
plans:
new
buildings,
new
partnerships,
expanded
academic
programs.
c. Slideshow/video
essay
of
60
historical
photos
showing
UOG’s
development
that
can
appear
on
the
website.
i. Start
collecting
digital
and
print
images
in
March/April.
ii. Scan
print
images.
iii. Create
slideshow
or
break
it
up
into
a
series
of
photo
posts
on
the
home
page
blog.
iv. Post
on
website
in
May.
4. Develop
up
to
50
additional
publications
in
collaboration
with
the
publications
committee.
Examples:
a. University
Prospectus
will
DO
WHAT
and
be
distributed
TO
WHOM.
Expected
print
date:
XXDATE
b. History
of
the
university
in
the
1960s.
c. Brochures
on
student
groups.
5. Ensure
all
pages
on
the
website
have
content,
especially
pages
about
the
colleges/faculties/schools
a. Conduct
an
audit
of
all
web
pages.
b. Identify
internal
partners
who
can
help
supply
content.
c. Keep
reminding
them.
6d. Remove
pages
that
remain
empty.
6. Leverage
social
media
networks
to
improve
awareness
among
target
audiences.
a. How
many
Facebook
pages
does
the
PR
office
maintain?
Are
other
offices
on
campus
maintaining
FB
pages?
How
many
can
the
team
manage
and
what
are
the
purposes/audiences?
b. Reinvigorate
UOG
Twitter
feed.
c. Commit
to
posting
in
social
networks
at
least
once
a
week.
i. Example:
Throwback
Thursday
with
an
old
photo
ii. Promote
content
from
strategy
#2.
d. Ask
external
partners
and
collaborators
as
well
as
internal
faculty/staff/students
to
help
promote
the
college’s
social
networks
i. Email
signatures
ii. Owned
channels,
especially
social
networks
7. Cultivate
media
relationships
with
targeted
channels.
a. Dr.
Tedros
on
Twitter
b. ILRI
e-‐newsletter
c. Ethiopian
media
outlets
(specific)
d. Others?
8. Order
gifts
with
Diamond
Jubilee
logo
for
distribution
at
events.
Be
sure
to
include
website
URL
when
space
allows.
a. Order
60
days
in
advance
of
events.
9. Throughout
the
Jubilee
events,
post
real-‐time
content
on
the
website
and
social
networks.
Targeted metrics for calendar year 2014
1. At
least
5
percent
of
total
alumni
attend
Jubilee
events.
a. Total
alumni
=
25,000
b. 5
percent
=
1,250
2. Number
of
Facebook
followers
rises
by
10
percent
from
March
4,
2014
7a. From
833
to
916
on
the
alumni
Facebook
page.
b. From
300
to
330
on
UOG
Facebook
page.
3. Web
traffic
to
home
page
from
March
4
to
July
31
increases
10
percent
over
the
same
period
the
preceding
year.
a. Need
2013
stats
and
target
4. Mention
of
the
Diamond
Jubilee
in
at
least
one
Ethiopian
media
outlet
(traditional
or
new)
and
at
least
one
non-‐Ethiopian
media
outlet
(traditional
or
new),
April-‐July,
2014.
8APPENDIX
1:
Jubilee
events
3rd
-‐
5th
January
2014
-‐
Launch
Event:
Science
&
Technology
Conference
&
Fun
Run
February
-‐
May
2014
-‐
Creativity
&
Innovation
Competition;
Sports
Olympics;
Faculty
Celebrations
April
2014
-‐
Bazaar
June
2014
-‐
Competitions
Finals
&
Research
Day
Key
Note
Celebrations
4th
of
July
2014
-‐
Registration:
Alumni
Graduation
Event
5th
of
July
2014
-‐
Alumni
Graduation
Event
6th
of
July
2014
-‐
Inauguration
of
New
Referral
Hospital
(am)
6th
of
July
2014
-‐
Music
Concert
7th
of
July
2014
-‐
Next
Steps
Conference
7th
of
July
2014
-‐
Visits
to
University
of
Gondar
&
Historical
Sites
4th
October
2014
-‐
Growth
Innovation
&
Development
Conference
APPENDIX
2:
ALUMNI
ATTITUDES
SURVEY
First
name* open-‐ended
text
Last
name* open-‐ended
text
Age open-‐ended
text
Male/Female radio
buttons,
two
choices
I
attended
UoG
as
a
student* radio
buttons,
yes/no
If
no,
what
is
your
affiliation
with
UoG? open-‐ended
text
If
yes,
what
school,
college,
or
faculty
did
you
attend? dropdown
menu
Degree dropdown
menu
of
all
degrees
offered
Graduation
Year
or
Last
year
attended dropdown
menu
of
years
Additional
degrees
and
years open-‐ended
text
Email
Address* open-‐ended
text
City
of
current
residence* open-‐ended
text
State
of
current
residence open-‐ended
text
Country
of
current
residence* dropdown
menu
Excellent Good Average
Fair Poor Don't
know
What
are
your
perceptions
of
UOG's
reputation?
What
is
the
public's
perceptions
of
UOG's
reputation?
Very
satisfied Satisfied Neutral Dissatisfied Very
dissatisfied
Don't
know
How
satisfied
are
you
with
your
experiences
as
a
student?
How
satisfied
are
you
with
UOG
today?
radio
buttons:
quality
education,
knowledge
creation,
community
service,
faculty
and
staff
excellence,
international
links,
innovation,
technology,
strong
campus
What
of
these
qualities
best
describe
UOG?
(select
5) infrastructure
What
words
would
you
use
to
describe
UOG? open-‐ended
text
How
is
UOG
different
from
other
universities? open-‐ended
text
What
are
UOG's
strongest
programs?
(select
3) dropdown
What
UOG
topics
are
you
most
interested
in? Very
interested Somewhat
interested
neutral Not
much
interest
no
interest
at
Don't
all know
list:
research,
campus
news,
UOG
history,
a
specific
department
or
school,
events,
faculty
news
and
achievements,
student
news
and
achievements,
alumni
news
and
achievements,
student
life
on
campus,
academics/education,
community
service
activities,
administration
and
policies
How
are
you
interested
to
learn
about
UOG
news
and
information?
(select
Very
3)interested Somewhat
interested
neutral Not
much
interest
no
interest
at
Don't
all know
list:
email,
e-‐newsletters,
UOG
website,
Facebook,
other
social
media,
printed
mail,
letters
from
the
president,
phone
calls,
other
Is
there
anything
else
you
would
like
to
share
with
us
at
this
time? open-‐ended
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