Communicating MNLHE goals - Developing an organizational "brand identity"
First response to your feedback :
I have attached a pdf of an initial run at a "strategy canvas" for the organization. Let me know if you think we've identified appropriate reference organizations, and if you think we are using the correct evaluative components. I hope this is just a starting point for this portion of our organizational communications analysis.
Initial Post:
I'd like to start a conversation / exercise within the board to help us develop a communications strategy to solidify and grow the organization. Some components of this exercise come out of brand development theory, so it may not resonate with those of us who chose a career path in Higher Education to avoid the corporate world. The exercise is made up of a series of steps, and doing it correctly will take some time and effort, but if you are willing to participate on-line, I think we can come up with a shared vision of how we can present MNLEC to our various publics. We can skip or modify this process depending on the level of participation that you want to give.
Here are some components that we could complete:
- Strategy canvas : Identify some points of differentiation that define competitor, collaborator, or model groups, and do some mapping about how MNLHE fits on a differentiation scale with those groups.
- Segmentation : Identify our publics or audiences and think about the demographic / lifestyle / motivational components that differentiate them
- Brand genesis: Analyze our organizational goals, our core competencies, our challenges/ opportunities/ market demands, and any insights we have gleaned (such as an organizational "personality" that we see emerging) about how MNLHE can present itself into a single "brand promise."
- Message architecture : Details how we incorporate our brand promise into our messages to our various segments / publics-- This is where we actually develop our talking points.
- Market driver analysis : Where we think about what sort of message components are likely to actually motivate action.
We could go on further with this, but if we got some of this done, we would build the groundwork for a sustainable organization. Any takers?Assuming so, let's start with step 1.What are our "reference organizations", other orgs in higher ed that we think are effective advocates for their constituencies, or other organizations that are effective advocates for Latinos in other areas? What makes then effective? Please post! Santiago
| Attachment | Size |
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| MNLHE Strategy Canvas.pdf | 359.76 KB |
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Questions about similar organizations
MMEP also comes to mind for me-collaboration of individuals, schools, districts, colleges and universities. I'm not sure how effective they are as advocates. I think the information piece is crucial and important for others to advocate, but I am unclear if they spend their time and resources either pressuring the legislature, school districts, powers that be or if they try to provide the tools for others to do that work.
I would argue that we have dual priorities for guaging our success--advocacy and "networking" or being a connector. That is, the connecting on a social (gatherings, opportunities to connect with others, feeling part of a larger group, opportunities for service to the community) and professional opportunities (mentoring, meeting others in similar fields, opportunities for professional growth, et) are just as important for our members as is advocacy. And actually, I think that if our social and professional networking is strong, that will guide, fuel and empower our advocacy work.
The reason I say this is to think about reference organization for me is not only those doing advocacy, but those doing social and professional networking. Thus, I'd add the MN Latino business association organization that Jim Carlson Otero is lead organizer. I'm not connected or really interested in geting involved in that organization, but they do lots of events, have an e-update with lots of information sent out regularly, and I think have been able to use the resources, skills, talents of some of their members for and with the larger group's priorities. (Since they are business folks, they have access to lots of goodies, which they use as raffle prizes or incentives in various capacities, e.g.)
Another organization I'd point to is Latinosinhighered.com. This is an electronic connector. They send out notices of jobs and events regularly and research on Latinos in higher ed periodically. It looks like they get funded by the colleges/universities who want to post a job or opportunity.
For those doing successful advocacy work, I look mostly to structures that are established and whose structure is meant to be the voice for the collective. At the national level groups like National Council of La Raza does policy stuff, advocacy and social networking. They has such a wide range of consituents with their own self interest, that they need to balance out being out there and vocal on one end and making nice with the system on the other. Perhaps a similar balance that we are trying to figure out as well. I think MIFN's abilityto mobilize youth around the Dream Act has been effective in getting more votes at the MN legislature and in providing youth leadership development and an outlet for their coraje. Similar notion with Centro Campesino's Youth Organizers.
That's what I can think of for now.
What makes us will/would be effective? A) Our ability to connect folks to each other and have us feel like familia--something bigger than an individual or a school/institution--a place for people to connect and feel less isolated, a place to go for information, ideas, cooperation, collaboration, professional development. B) Our ability to either advocate for change or to make it seem like we are advocating for change--that is a place for people to get involved, have their leadership develop and grow, a place which is working towards Latino success in higher education--which by definition means a place which works against the status quo.
comments about questons
1. I think of MN Minority Education Partnership as a sound organization doing work for its members. They have a clear focus on research and providing useful information to both practitioners and policy makers. I also think of the MN Association of Elementary School Principals (MAESP). Their focus is on providing elementary principals the most updated news about leadership and school reform etc. I realize these are not higher education organizations; however, I like these organizations because when you speak of and about them, everyone seems to know what they do and how effective they are. They have membership dues and host an annual conference. They are involved in practice and policy.
2. Our audiences are students, staff, faculty, and policy makers. What motivates in good information that is meaningful and useful in making decisions about lots of things. Students may be motivated by support, faculty and staff may be motivated by network or group affinity. Policy makers may be motivated by good policy information about higher education and issues related to Latinos.
3.We need to stay focus on one or two consistent messages. I need to think more about this question
4. I think we need to use the summit as a way to motivate and take our message out to our different members. I need to think more about this question. These are just my thoughts off the top of my head.
Response to Step 1
Questions 1 & 2:
As I read over the first two questions, I realize that being involved in this type of organization in higher education is new to me.
So I do not have a good basis for answering which organizations are effective advocates for their constituences or which organiations are effective advocates for Latinos. This tells me, that as a board member, I need to educate myself about other organizations.
Question 3:
At this point, I think what will make MNLHE effective is if the members feel that it really does act as a "network," that is helps them feel connected with other Latinos in higher education. Our database of names and contact info is a key resource. Also, our network will be effective if sets concrete, realistic goals and objectives for each year, and meets those goals and objectives.
~Deb Torres, MNHLE Treasurer
Strategy Canvas
Assuming so, let's start with step 1.