Communications strategy

To ensure that we are delivering targeted, relevant and consistent messaging to raise awareness of the Association across our membership.

To maximise engagement levels and student participation across all of our communications channels and activities.

To ensure that we use communications channels and activities that are inclusive and accessible for all students.

To ensure that we are delivering targeted, relevant and consistent messaging to raise awareness of the Association across our membership.

Objectives:

Develop, and promote the use of, a clear brand identity and best practice guidelines for use across all comms channels and marcomms activities
Deliver a rolling programme of targeted awareness generation marcomms activities using meaningful, impactful and coordinated messaging and content
Develop and promote universal responsibility among Association staff teams and volunteers in generating and delivering awareness-focused marcomms activities
Work collaboratively with principal OU stakeholders to implement OU promotion of, and sign- posting to, the Association across OU channels and platforms
Increase awareness, visibility and understanding of Student Leadership Team role holders and their activities
Prioritise the explanation of relevance throughout all marcomms activities

Measures of success:

Strategy KPI metrics – 1, 2, 3, 4, 5 & 6
Volume of articles celebrating our successes and impactful activities (with clear definition of

qualifying content)
OU Annual Brand Tracker awareness metric upward tracking
Strong and memorable brand identity
Annual evaluation of Comms Strategy (focusing on qualitative insights)

To maximise engagement levels and student participation across all of our communications channels and activities.

Objectives:

Use analytics and stakeholder networks to identify the most effective channels, platforms, activities, messaging and content for generating higher levels of member engagement.
Deliver meaningful on-going communications and dialogue with our members at all stages of their student journey.
Develop fresh and innovative formats for delivering engaging and impactful marcomms messaging and content
Support Association colleagues and volunteers in the development and delivery of their comms and engagement activities
Work collaboratively with OU colleagues and external stakeholders to encourage amplification of our marcomms messaging across their own channels and platforms

Measures of success:

To ensure that we use communications channels and activities that are inclusive and accessible for all members.

Objectives:

Develop, and promote the use of, best practice inclusion and accessibility guidelines for marcomms activities and content
Ensure our marcomms activities reflect our values and our diversity and inclusion aims by utilising a broad range of on-line and off-line channels, platforms, messaging and content
Increase the amount of student-led content on our platforms by providing opportunities for our members to create and share engaging and impactful content
Develop new methods of communicating our governance structures and processes that increase transparency and accountability and promote inclusion

Measures of success: