Events of the past seven months have leapfrogged consumer behaviors ahead 10 years. The digital laggards – people who were slow to embrace digital engagement, communication and shopping – have become relatively experienced practitioners. They learned quickly to go digital when that became the only way to stay connected and informed during the COVID-19 pandemic – as well as to do business, shop, donate, attend worship services and experience museums and theater in a remote, stay-at-home, socially distanced world.
It’s time for university communications practices to fully leap ahead into digital-first practices because too much is at risk. Institutional leaders and communicators in central and advancement offices must re-engage stakeholders (across the spectrum from enrollment to philanthropy) by redefining the value proposition for higher education for their colleges and universities – how they’ve adapted, how they will be different and how they will sustain quality in agile, hybrid and even virtual environments. While university communications and marketing offices have accelerated digital communications in recent months, for organizations of all shapes and sizes, there is no turning back. The behavior of their customers has changed.
The attached PDF describes The Napa Group’s approach for developing and implementing a digital-first strategy in colleges and universities as part of a comprehensive strategic communications program. It’s scalable to non-profit organizations of all sizes.