Communications Consultants Conference Call Tuesday, December 22, 2015, 1:30 2:30 p.m. CST From Mizzou: Torn Hiles, Vice Chancellor for Advancement Jennifer Hollingshead, Interim Vice Chancellor for Marketing and Communication Ron Kelley, Assistant Vice Chancellor for Principal Gifts David Roloff, Director, Marketing and Strategic Communication, MAA Catey Terry, Executive Director, Advancement Creative Service and Donor Relations (the titles!) Alumni participants: Introductions all around Tom Hiles: In the aftermath of 11/9 Crisis consultant brought in at the system level for a week - then out Foley, Tom, Ron and Catey talked to Rod Kirsch at Penn State; Ron and Catey spoke to his team, others, gathering thoughts Tom is bringing in Rod Kirsch from Penn State for a day, specifically for advancement team Outline agenda (attached) Jennifer Hollingshead Thanks, Tom List out agenda and what we have in the pipeline Question we will pose at the end is ?what?s missing?? 0 Primary goal is your help with messaging 1. State of Mizzou a. Broad distribution Web c. Social media When Jennifer came on, people wanted to know what happened and where?s the timeline e. Rather, we should create the tone and debunk 2. State of University address a. Roll out of Foley b. Let people see and hear him c. His affect is nothing like the previous leader d. We are looking at a late January 2016 date 3. TV Spot a. Begins airing today b. 72 spots c. Will run for four weeks d. KOMU gave us the airtime e. Chancellor set the tone of togetherness in the New Year 4. Key Donor/Alumni Events 5. Editorial Board visits a. We have an opportunity to get him in the door – NY Times b. We don’t want to forget our statewide constituents c. We need to get out and visit d. Utilize MU Extension 6. Bi-weekly chancellor communication to campus a. News in general b. Info in general c. Loftin had done this so we want to take a break and come back with it refreshed, i.e. different look and feel d. Communicating often is good Tom Hiles: • Before we get to messaging, any thoughts on the global plan? • Our takeaways have been individual messaging, i.e. campus safety internally • We both think it is important to get Foley in front of the campus community • We are taking regional campaign kickoffs on the road • Any thoughts on the global communications plan? • First, thanks for putting together this peer set • We’re here as folks passionate about MU , not as vendors • Put it in the parking lot • I credit the 10 point document • Puts the stand out there • Sets the tone for the tactics • I was moved by the final point – we have big plans • No stranger to maelstrom • You’re at the center; you need to move • Need to move from laggard to leader • Denny’s, Chevron, Atlanta Hawks • Scenarios such as this you have little choice but to make big plans • IP? • Building trust from leadership • Media tours show active listening to key audiences • Need to show how we can and will do better • You’ll need key opinion leaders • Listening with you • Test before you go to NYTimes • Show you’ve done due diligence • • • Be able to answer for big plans Perhaps you have Civil Rights, Title IX experts? Listening tour can’t be underestimated To build on that I’m deeply troubled because we have a similar situation here in Minneapolis (young black man shot by cop) • What do the protestors want? • Lack of specificity drives me nuts • Go back and ask • Don’t say “end racism” • Nail down specific steps • We are diverse and we don’t tolerate racism • Message is what we are doing moving forward Tom Hiles • In our case students were crystal clear – list of specific demands • Mike Middleton outlined what we can and cannot do. Was realistic and helpful. Some demands we cannot meet • It’s important to rise above the demands of one segment • We need to create an atmosphere of tolerance for all • An environment of respect for all • Leads to questions • Strategy • Do we have a set of values? • Drumbeat - these are our values • Who else do we communicate with – stakeholders • Should others be in on the conversation? Jefferson Club? Tiger Scholarship Fund? (They reach out frequently to alums) • We need consistent messaging from all quarters of the University Tom Hiles • We are in touch with those groups • We have core values of Respect, Responsibility, Discovery and Excellence http://missouri.edu/about/statement-of-values.php • We need to tie back the whole discussion to those groups • Mike Middleton talked about how if the 60s protests were about access and segregation and folks not being allowed in then this one is about culture • Do these groups feel like they fit in? • International students? • This all equals a broader discussion • What kind of research do we have? Have we tested messages with different audiences? • Strategies should be different • Bottom line – what are our two or three bottom line goals? • Behavior based? More respectful? • • • What else? • Think strategy and tactics Tom Hiles • No formal research on messaging • But, I’ve earned a PhD in upset, angry alums • I have a good sense of messages • The need to stay above the fray • People want to know what’s really happening • Post-Dispatch piece was good • People want to know who is in charge and where leadership was • If I hear “the inmates are running the asylum” one more time… • I agree with what has been said • We need to be careful with language • It’s not the “racism thing” or “black students” • One caveat – if you go on a listening tour with editorial boards be prepared for tough questions • Don’t just let Mike Middleton and Hank Foley do the spiel – rigorously prepare Q & As • • • • • • • • • • • • Thanks for this appropriate opportunity What type of research from key stakeholders do you have? Top ten is great, video is great but we are missing the mark if we miss the opportunity to be bold and better The video, if you close your eyes, and just listen, it could be any university It was safe The root of the problem is two incompetent people were hired and caused the uprise by black students and 9 deans Take a page from Go out and gather info from a broad swatch From our supporters – our t-shirt buyers This is important – from the research get 2, 3 points and get buy in up front Put on your seatbelt as said Once you get the opinions of key stakeholders tactics are good but you need the right message at the right time • • • • • • • • • I found the list of tactics interesting State of Mizzou interesting What I don’t see is a cohesive direction we are going Or clarity of what we want for target audiences to see, hear, do, etc. Research is critical Not in six months but do act quickly and efficiently Where do we want to take people? The first communiques – messages from Deans, etc. all came from different parts of MU No message point, no stake in the ground Jennifer Hollingshead • Thanks • We are looking to the state of the U as our substance, the chance for Hank Foley to give a call to action • Once he lays out the vision, that will be the meat of the editorial board visits and alumni visits • Hank Foley needs time to feel comfortable • Stay with us Tom Hiles • The issues, Planned Parenthood, First Amendment • I think we will be able to formulate a plan • There are elements we are working on • We need consensus in the academy • It’s not speed • Even if we need to modify as we move along our focal point, what we’re trying to get people to believe • Foley is not in closet; we need to see Foley leadership Tom Hiles • Segue to messaging • Hank will have ideas • Mike Middleton is working on parts • Our job is to deliver a cohesive message • As alums, what have you heard? • What are the messages that would resonate with you? • What do you want people to feel? • • • • • How old are the people on this call? I was at Mizzou in the early 70s Can’t deny that there is racism at Mizzou 1. We are not in denial about racism at MU 2. What is the university going to do (no platitudes)? What are the steps we will take to make a difference? • • • • • • • Let’s talk past 1-9 I had a friend’s daughter here 1) Campus safety is paramount here Other than that, item 10 is the standout saying Folks will give us the benefit of the doubt but we need to get from laggard to leader We’ll be held to the fire We all need to be pulling in the same direction • Set out the vision – strategy will follow • • • • • 1) It’s not what we say, it’s what we do Action Be careful about going too soon to editorial boards We’ll have a lot of interest 2) In communications plan you need to address your customers – current and future students • • • • • • • Still members of the AAU Still a top University in the country Use that as tip of spear Not same old same old Dig deeper Look at the value proposition of being a more diverse university We’re producing a much better product Tom Hiles • Students don’t get their info from the website • We need to clarify and have a consistent message • No one is being critical • How can we help? • What do we want people to feel? • Come out with confidence • Words are cheap • This is the time for action • When we have things we can be proud of, we applaud • Shine a spotlight • Cite progress Tom Hiles • We took a hit • It’s all opportunity Tom Hiles • Circling back to students as customers • Mike Middleton “I’m not going to apologize for listening to a group of our customers.” • There is still racism • Making the operational campus culture a business proposition • Show it will change our business philosophy • Faculty as customers, consumers • The key is to have change steadily take place • • • • • • • • Racism, what a great opportunity to embrace our history We could become a thought and industry leader re: race We are not alone Supreme Court case About the global plan, is it guiding us through the storm? Our history is one of racism Chancellor Foley is a great point person But use Mike Middleton to introduce Hank Foley • • • • • • • Tipping point was the football team Coach them or brand them I am saying this as a former athlete What they did was amazing, Michael Sam, race Handled it with grace and style, jumped in Have highest graduation rate Guys who not only understand Xs and Os. Tom Hiles • It’s 2:25, in order to be respectful of your time • Wrap up points, communication and messaging • Any closing thoughts? • Students as customers • Genesis of the spotlight • Are we doing the best job tapping the brains of our stakeholders, those who raised the issues, the spot lighters? • It’s bigger than race relations • Are we tapping into the students? Tom Hiles • We will be streaming the State of the U address • • • In reflecting, my sentiments match what business Call us We have tactical ideas said at the beginning, we’re not here to pitch Tom Hiles • Thanks for the sentiment • Not only appreciate it, it’s invaluable • We couldn’t afford this level of expertise • I hope it’s the beginning of the conversation • Have not met all of you in person but have a great holiday and please come back and visit Final points • We need to be sure not to overpromise • We were a leader for race conversations on campus • Mainly around climate • Share what actions we are taking and provide updates, be credible