Channel Strategy for Uppsala University

Choice of channels for effective communication

1 Introduction

The policy document Uppsala University: Mission, Goals and Strategies states that “The mission of Uppsala University is to gain and disseminate knowledge for the benefit of humankind and for a better world”. Communication has a key role to play in achieving this ambition and is based on Uppsala University’s Communications Policy.

The primary target group for this channel strategy consists of communications managers and communications officers at Uppsala University. The channel strategy is also intended to be relevant to everyone at the University who orders communication activities in one form or another.

This channel strategy is accompanied by an overview of communication channels and a content strategy that are available on the University’s Staff Gateway. The content strategy describes Uppsala University’s principal channels for external and internal communications, together with brief recommendations on which channels are suitable for reaching different target groups.

2 Why the University needs a channel strategy

The channel strategy is intended to provide support in the day-to-day work of communication and to promote effective and appropriate channel choices. It seeks to improve the success rate of communications, to generate better impact for each action and to make it easier for the audience to find and understand information, based on the type of content, relevance and period of validity.

The goal is for the channel strategy to help enhance Uppsala University’s visibility and relevance in relevant and prioritised target groups. In a complex communications environment with many target groups, messages and channels, it is important to:

• make active and conscious channel choices
• adapt channels depending on purpose and intended impact
• base choices on the needs and behaviours of the target group
• follow up and develop channel choices

The channel strategy is intended to promote a shared approach with well-considered channel choices, centred around the desired impact of a communication action. The goal is to effect a shift:

3 Adapting to the target group

All communication begins with understanding who we are trying to reach. Different target groups have different needs, behaviours and habits. Consequently, knowing your target group is fundamental to all channel choices.

What to think about:

• What is the target group? (internal/external, young/older, professional/private, funding providers/decision-makers, etc.)
• What does the target group want to know?/What do we want the target group to know/feel/do?
• How does the target group want to receive information? (channel habits)
• When does the target group seek information? (situation/context)
• How often does the target group need to be contacted? (frequency and timeliness)
• Where is the target group?

A choice of channel that is suited to the target group reduces the risk of information overload, increases the chances of interaction and inspires confidence in communications.

4 Overview of channels

It is important to have a clear picture of the available channels, what they are used for and how they complement one another. The channels can be divided into the following categories:

Internal channels

For communication within the organisation (for example, the Staff Gateway, the Student Gateway, internal newsletters, staff meetings).

External channels

For communication with external target groups (for example, the external website, social media, advertising, events).

Push channels

Information sent to target groups (for example, text messages, newsletters, emails, digital advertising).

Pull channels

Information that the target group actively searches for (for example, website, social media).

4.1 Examples of target groups and channel choices

5 Make an active choice of channel

An active choice of channel always starts out from the target group and the desired impact. When we know who we want to reach and the desired impact it is easier to choose the right channel – or combination of channels.

Three key impact levels

The purpose of the communication can be to make the target group:

1. Notice something
   The aim is for the target group to become aware of news, a decision, or an event, for example. This requires reach and recognition.
2. Understand more or want to know more
   The target group is looking for guidance or detailed information. This requires access to clearly structured, revisitable content.
3. Act or make a decision
   The aim is for the target group to apply, participate, send input, respond, for example. This requires clear calls-to-action and easy access to the right information.

Questions to ask when choosing channels

• Which channel does the target group use in everyday life?
• Does the information need to be available over time, or is it tied to a particular situation?
• Is the message simple and short, or is more explanatory content needed?
• Do you want the target group to be able to interact or respond?

Choosing established and relevant channels increases the chances of reaching the desired target group. It also makes it easier for the target group to find their way back to information later.

An active choice of channel is about obtaining the right visibility – not being visible everywhere.

6 Evaluate

Evaluating channel choices and communication actions is crucial for improving communication, making it more effective and adapting it to the needs and behaviours of the target group.

The evaluation should focus on:

• Intended impact – was the purpose achieved?
• Formulating and monitoring key indicators (for example, reach, engagement, applications, etc)
• User behaviour – how was the communication received and how was it used by the target group?
• Channel functionality – did the channel work for the content we wanted to convey?
• Life – how long did the communication remain timely and accessible?

It is a good idea to document the evaluation so as to build a knowledge base ahead of future communication actions. This creates a learning organisation where every activity implemented helps to improve future strategic choices.

If the effectiveness of a channel weakens or it loses the capacity to generate sufficient impact, it must be adjusted or replaced. If adjustment is not sufficient, or if it demands excessive resources, this may indicate that the channel should be replaced with another that has better prospects of achieving the desired impact.

New channels and platforms for communications are constantly evolving. The University must be prepared to act in new contexts and channels, while ensuring that the regulatory framework under which they operate does not adversely affect the University’s credibility.

7 Roles and responsibilities

The Communications Division is responsible for:

• Managing and developing the channel strategy
• Providing support in choosing channels and measuring impact
• Making guidance documents and templates available

Everyone working with communications at Uppsala University has a responsibility to:

• Follow the recommendations of the channel strategy
• Think in terms of the target group
• Use channels in an appropriate and effective manner