Communication Plan Worksheet Page 2

Department Offerings/Benefits

Differentiation -- What is the most compelling reason for a student to become a part of this program at CWU

versus a similar program at any other university?

List 3 to 5 supporting proof points for the promise you just identified (in priority order).

Key Messages

What are the key messages you wish to communicate about your department?

Primary Message:

Secondary Message:

Additional Messages:

Department’s “Brand” Attributes

What is the style and attitude that defines your department? (i.e. Innovative? Smart? Approachable? Quality?

Reliable? Helpful? Creative? Break-through?) – Knowing this will help guide “how” we communicate with

your potential students and audiences.

Related Marketing

What are you currently doing to promote your department?

Additional Information & Resources

Do you have student and/or parent testimonials, or success stories that can be made available?

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Parent category: Business