Lisa G. Brosky
Visit to Pima Community College by Arizona Gov. Doug Ducey and leadership from Caterpillar for workforce-education partnership announcement
Communications Strategy
It comes down to telling the right story to the right audience at the right time, whether it is reputation management, building excitement, advancing a cause or moving people through change.
Restoring a College's Good Name
Restoring a College's Good Name
As Pima Community College emerged from a series of difficulties that nearly threatened to close its doors, it needed to rebuild its good name and restore the community's confidence. With a news media accustomed to reporting only bad news about Pima, the College engaged other strategies. Eventually we won over the community and news media.
In-House News Coverage
Pima employs a strong video team, including former TV producers and videographers. Instead of relying on local news media, Pima created its own news stories about significant events and shared them with a broad mailing list and through social media. In this example, the College announces a new training partnership with autonomous truck developer TuSimple.
Media Partnerships
To kick off its 50th anniversary, Pima partnered with a local business magazine to create a special section about the College's creation of Centers of Excellence and other positive changes. The magazine reached 50,000 local influencers. The college printed 20,000 extra copies of the special section to distribute to legislators, partners and donors.
Chancellor's Reports
The college cultivated its own email list of area influencers and advocates and developed Chancellor's Reports, quarterly reports that provide concise information about College's activities, initiatives and people. The reports also are posted to the website and linked in other communications as appropriate.
Advanced Manufacturing and IT Center
Jefferson Community & Technical College's training labs were aging and couldn't not accommodate 21st century technology and learning. The solution was a new facility, but the College had to obtain funding - a mix of state and private dollars. Success required a communications strategy that painted a vision, satisfied employers and convinced funders. It worked. The ATIC opened in 2020.
Case for Support
The first step was developing a Case for Support. Securing a private donation allowed us to hire an architect who developed renderings and helped prepare a vision for the Center. The College met with workforce leaders to determine training needs and the architect met with faculty to understand teaching needs. There were print and online versions.
Legislator Communication
Support from the Kentucky General Assembly was vital to success. They would need to provide at least 75 percent of the required funding. The College created weekly fliers outlining the need and had them delivered to lawmakers' mailboxes. More important, we organized key employers and advocates to attend routine meetings with lawmakers at the Capitol. Legislators understood the need and funded the project.
Confidence and Continuity through a Pandemic
Like many others in March 2020, Pima Community College closed its doors and transitioned classrooms and services to remote. A possible COVID-19 exposure led the College to abandon its planned closure procedure and close overnight. Communication with the College community was now more important than ever.
Daily Chancellor Emails
For the first six weeks, we created a daily update from the college Chancellor. The emails provided practical information but also provided comfort, confidence and connectivity to remote staff. The emails were complemented by a strategy to have all supervisors check on each member of their staff daily. The Chancellor Updates continue as needed.
All College Meeting
The College also developed a new communications format called the "All College Meeting." We were able to bring presenters into our studios safely and air the presentation over YouTube. Participation was significantly higher than in-person events, satisfaction with the meeting was higher and people enjoyed connecting in the chat. These are now a permanent part of the College's communications toolbox.
Student
Communication
The College also developed a new communications format called the "All College Meeting." We were able to bring presenters into our studios safely and air the presentation over YouTube. Participation was significantly higher than in-person events, satisfaction with the meeting was higher and people enjoyed connecting in the chat. These are now a permanent part of the College's communications toolbox.
A Thought Leader
Greater Tampa REALTORS is a professional trade association serving more than 16,000 members. REALTORS are required to join. GTR wanted to establish itself as an association people wanted to join even if it wasn't required. They did that by provide information and services to help REALTORS build successful businesses. I wrote the CEO report, created the REALTOR edit and built new brand and tagline.
CEO Report
Position CEO as thought leader
The CEO report was published each Friday and was designed to position the CEO and the Association as an industry thought leader. Curated headlines, with analysis, on the industry, economy and innovation in other industries presented the challenges and opportunities faced by the Association and its members.
The REALTOR Edit
Preparing members for change
The REALTOR Edit published twice a month by email and on the website is designed to expose members to industry changes and to forces affecting the real estate industry. Associations must innovate to ensure its members are successful. This communication provides the "why" behind changes that impact members.
New Brand,
New Website
An association for today