Campus Climate Network Communication Strategy
From ClimateNetworkWiki
This page is part of the Knowledge Base and part of the goals of the Campus Climate Network
Contents |
Executive Summary
Purpose of this document
This document is designed to be a point of discussion for our strategic plan. I am proposing that we use this as a template to frame conversations around goals and measures of success. Once we have those discussion I would suggest we use it, or a document similar to it, as an organizational framework for moving forward with goal setting and strategic communications.
Who we are
The BC Campus Climate Network We are a partnership of climate change and sustainability organizations at high schools, colleges, universities and other educational institutions across the province. Our mission is to connect educational institutions, enhancing their ability to go beyond climate-neutral by developing local climate change solutions by sharing information and ideas provincially niversities and colleges are places where we can make change happen. We have diverse expertise, we have an enormous economic impact, including employment and purchasing power, we support research, innovation and nurture new ways of thinking. We create linkages between community, government and the private sector, and most of all - we are institutions of teaching and learning, shaping our future through tomorrow's leaders. To realize this potential the students, staff, faculty, and administration of the university community must work together with the civil society groups, government, and progressive businesses in the regional community. The BC Campus Climate Network is coming together to make this happen.
The BC Campus Climate Network is facilitated by the Sierra Youth Coalition in collaboration with Common Energy. SYC is dedicated to empowering youth leadership, and the Sustainable Campuses Project works to integrate sustainability into the operations, curriculum and culture of institutions of higher learning across Canada. Common Energy is a network of students, staff, faculty and regional partners that is working collaboratively to move institutions of higher learning beyond climate-neutral.
What are our goals?
1) to build capacity of student groups 2) to initiate a collaborative planning process to move BC beyond climate-neutral 3) to share knowledge and skills between student groups
Target Market
The BC Campus Climate Network recognizes the importance of collaborative planning processes between the key players in the campus sustainability movement. We strongly advocate for governance structures that represent the diverse range of players, and as such our marketing and communications strategy needs to reflect the diverse range of audiences we will be interacting with. Our main segments of population are: government, admin, peers active in network, peer active-not in network, peer non-active, and allies For January: I would suggest we further break this down and discuss what our objectives with each group are (what we want from them), what factors will influence them (why would they want to get involved), what their motivations are (key characteristics we can use to communicate to them), strategies for engagement, and ideas around messaging. For example Peers- not active in network Our objective: to increase membership in the network by ___ percent. Characteristics: concerned, motivated, want to have an impact and be better t what they do Other Factors: might have concerns about joining a network (time, autonomy, decision making power etc). most missing pieces from colleges. Do our services work for them? What other challenges face them? Engagement strategies: -use conference to get new campuses involved. -hire college coordinator -have programming specific to colleges -use faculty contacts at schools we don’t have -use wiki to bring people on board -use campaign as a tool for communicating with groups. -posters, email, etc How do we communicate our goal? -focus on benefits of membership, try to allay fears
Market Environment
Market analysis- where do we fit in? What are our strengths and weaknesses, opportunities and threats? How do we differentiate ourselves from other organizations? This session explores BCCCN position in relation to the industry and other players in the sustainability.
SWOT Analysis
STRENGTH Strong base of volunteers Have a lot of knowledge and skills amongst the group Backed by good organizations(SYC, Common Energy) Network covers large regional base, and a lot of diversity Consensus based decision making includes everyone WEAKNESS Low budget Rely on volunteer labour Consensus based decision making can be slow Hard to engage everyone May become easily dominated by strong personality and organizations instead of being open for everyone OPPORTUNITY Environmentalism is the new religion New government legislation is a good step forward We have a unique vision for education in climate change solutions Hosting conference is a great way of getting people involved THREAT So much momentum behind “carbon-neutral” it might be difficult to shift Timing is critical. The decisions are being made now and we need to move on them. SUMMARY OF SWOT The true strength behind the Campus Climate Network is the motivated network of volunteers and paid staff who are connected through our common goals. Together we possess the skills, the knowledge, the background and the motivation necessary to achieve our goals. However, the reality of working with a volunteer organization is that there will also be time constraints, burnout, high turnover rates and other factors that will come into play. To combat these weaknesses, we need to be flexible and develop governance structures that recognize the implications and time restraints of working through consensus, with homework on the side, and other obligations. Have more of a conversation around in January
Industry analysis
The issue of climate change is a growing concern of many Canadians. Many organizations are springing up to look at solutions, or now looking at solutions they can implement. While this is a worldwide phenomenon, the focus of the BC Campus Climate Network is in BC.
How do communicate with these allies, and how to we differentiate ourselves from them?
Who are the players?
Appendix 1 (or will be one day)
Youth sustainability organizations: Many of the following organizations we have partnerships with. How do we continue to work with them, while ensuring we remain autonomous? How can we avoid duplicating services? How do we work to fill missing niches?
Sierra Youth Coalition Common Energy Energy Action AASHE Canadian Youth Climate Coalition Sustainable High Schools
Other youth organizations CFS CASA Students Union Social Justice orgs USAS Check your Head
Other sustainability orgs BCSEA Sierra Club Greenpeace
Key points that differentiate us: What to we offer? Strategies for setting ourselves apart, while working with others
Marketing Objectives
This section explores the BCCCN goals and strategy for moving forward to achieve them. We will look specifically at goals, strategy, steps forwards, objectives, measurable, and timelines.
What are our goals? 1) to build capacity of student groups 2) to share knowledge and skills between student groups 3) to initiate a collaborative planning process to move BC beyond climate-neutral
is there any goals that are missing? I would like to run through this session with the group in a future session and work through each goal to develop a strategy for implementation. I have attached a copy of the strategy developed for the Beyond Climate-Neutral goal as an example (see goal 3)
Goal 1-to build capacity of student groups
how to we achieve this goals?
-strategy -steps -objectives -measurable -timelines
Goal 2 - to share knowledge and skills between student groups
-strategy -steps -objectives -measurable -timelines
Goal 3- to initiate a collaborative planning process to move BC beyond climate-neutral
-strategy
-steps -objectives -measurable -timelines
Sample strategy portion Strategic Goal To develop a consensus and secure commitment to the beyond climate-neutral goal at universities and colleges across BC, creating partnerships between administrators and student, staff, faculty, and community partners to achieve the goal. Objectives Engage students, staff, faculty and community partners interested in climate change issues with the beyond climate-neutral goal, campaign, and local planning processes. (Measured in terms of number of institutions engaged, quality of engagement, and number and kind of people engaged at those institutions.) Develop consensus and secure commitments to the beyond climate-neutral goal with multi-stakeholder governance structure, collaborative planning processes, and support for students, staff, and faculty. (Measured by commitments from government and administrations, and by the implementation of these commitments) Facilitate collaborative planning process using the conference, phone calls and wiki. (Measured by the quantity and quality of available information.) Timeline: Finish content of our Fact Sheets – by Friday December 7th, 2007 Launch letter – start circulating it on Monday, December 9th, 2007 Begin connecting and meeting with key stakeholders. Prepare for “hard launch” in January – prior to Christmas break January Hard launch: press releases, website launch, campus engagement begins (providing media training) – early January Follow up meeting requests with stakeholders – Mid January Tie campaigning into the February conference, with time to organize for post-plan action, time to share ideas for beyond climate-neutral plans, and engagement with government and administrators. February Begin developing a series of recommendations on system wide changes with the potential for organizing parallel initiatives. (e.g., in transportation.) Continue securing commitments from government and administrations. Facilitate collaborative planning across the province (clarify: training & provide back ground on collaboration, using wiki for info sharing, ongoing planning with each other.)
March Facilitate a summit for administrators and government to build consensus around going beyond climate-neutral (need to flesh this out a lot more)
March-September Work to secure commitments and planning processes at other institutions.
Tools: How to we show the support we have across BC: Use different faces when talking to government. (not always have the same contact person act as government liaison) Make sure diversity of the network is represented.(people from a variety of institutes and regions) Have a signatory page on the website or documents that shows our membership. Others? Who we need to approach: Government- Ministry of Advanced Education, Climate Action Secretariat (particularly Louise Comeau) Sustainability offices : UVIC, UBC, SFU, UNBC(?) Environmental committees (and equivalents), MAL-U, TRU, University president’s council, College presidents CFS, university and college staff and faculty unions Faculty and groups like Walking the Talk Our network members, Sierra Youth Coalition, other environmental groups School boards and other public institutions Others? Possible Elements of a Media Strategy: Letter writing Press release - media contact list (work with sierra club, polis list) Student press interviews and stories Others?
Conclusion:
To be filled in later
