centenary communication plan communication...the centenary communication plan is guided by the...

CENTENARY COMMUNICATION PLAN

CENTENARY NARRATIVE 2018

Standing side by side with the town’s sturdy old oak trees for a hundred years, the University of Stellenbosch (Stellenbosch University today) has grown into

a leading research-intensive university on the African continent. Starting out with four faculties: Arts, Science, Education and Agriculture (currently Arts and

Social Sciences, Science, Education and AgriSciences), 503 students and 40 lecturing staff on 2 April 1918, SU today is home to 10 faculties, a vibrant and

cosmopolitan community of more than 30 000 students and 3 000 staff members, spread over five campuses.

As we commemorate our Centenary in 2018, we celebrate great achievements and ground-breaking discoveries. We salute the more than 250 000 alumni

and students, educators, researchers and professional and administrative support staff, as well as our management and governance structures who have

helped to mould this institution and cement its reputation as a world-class academic institution.

SU, as a public institution, performed its higher education role within the various political, socio-economic, cultural and educational realities and

developments of the 20th Century, including the particular form of injustice then prevalent in South Africa. SU has since ‘acknowledged its contribution to

the injustices of the past and committed itself to appropriate redress and development initiatives’, as expressed in its Strategic Framework for the turn of

the Century and Beyond of 20 March 2000. We also honour the critical Matie voices of that time who would not be silenced despite revilement, and who

were to become beacons on the journey towards a just society.

Against this background of achievement and valuable lessons from our complex history, the Centenary with its theme “100 years of learning, growing and

moving forward together” signifies a new beginning for Stellenbosch University. We strive toward becoming a relevant university that will play a key role in

the development of our nation, and our continent. We are committed to contribute to a society of dignity, healing, justice, freedom and equality for all.

saam vorentoe • forward together • masiye phambili

INSTITUTIONAL AND CENTENARY MESSAGING

The Centenary communication plan is guided by the institutional strategies and themes; the approved SU broad engagement themes (which follows the South African

calendar of commemorative dates); and the Centenary objectives, theme and expression. The overarching title of the broad engagement themes (2018 – engaging with our

past, present and future) encapsulates the objective of the messaging for 2018.

PERIODS / DATES

INSTITUTIONAL STRATEGIES (informing communication themes)

2018 - ENGAGING WITH OUR PAST, PRESENT AND FUTURE

NATIONAL, HE AND INSTITUTIONAL SUBTHEMES

MONTHLY CENTENARY THEMES

INSTITUTIONAL MESSAGING (theme linked to institutional strategy, broad engagement theme, subthemes and centenary)

January – February

Broaden access Maintain our excellence

Welcoming period “Setting the scene for a year of engagement”

Vision and mission: how it speaks to the aspirations/dreams of newcomers, existing students, staff, other stakeholders. Place of discovery, co-create, re-imagine. Thought leadership.

Yesterday, today, tomorrow – celebrating 100 years of futures

academic excellence

relevance ‘Standing side by side with the town’s sturdy old oak trees for a hundred years, the Stellenbosch University has grown into a leading research-intensive university on the African continent.’

Human Rights Day 21 March


Social justice “Co-creating a socially just Stellenbosch”

Constitution, human rights, inclusivity dignity, unfair discrimination, equal opportunities, marginalised groups, access and right to education, #FeesMustFall

Opening the doors of learning

transformative/ inclusive ‘SU has since acknowledged its contribution to the injustices of the past and committed itself to appropriate redress and development initiatives’

Freedom Day 27 April


Democracy “Promoting democracy and a listening culture at SU”

Deep democratic experience, transformational leadership, institutional culture, minority voices, empathy, representation, transformation

Looking back, Moving forward together

transformative/ inclusive ‘SU has since ‘acknowledged its contribution to the injustices of the past

and committed itself to appropriate redress and development initiatives’

Workers Day 1 May

Maintain our excellence Advance systemic sustainability

Work and workers “SU as the employer of choice”

Staff wellness, staff forums, staff engagement, service delivery, labour practices, living wage, human dignity, diversity, lifelong learning, new knowledge markets

Building the university of the future – to the next 100 years

relevance

sustainability ‘We salute the more than 250 000 scholars, educators, researchers and professional and administrative support staff, as well as our management and governance structures who have helped to mould this institution and cement its reputation as a world-class academic institution.’

Africa Day* 25 May

Expand internationalisation Increase our impact on society Execute the campus renewal project Advance systemic sustainability

Connected to Africa “An internationally recognised university, rooted in Africa”

New African university, African Union, partnerships, internationalisation, international students, decolonisation, curriculum renewal, visual redress

Building the university of the future – to the next 100 years

relevant

sustainability

‘We strive toward becoming a relevant university that will play a key role in the development of our nation, and our continent.’

Youth Day 16 June

Increase our impact on society

Youth activism and innovation

Social entrepreneurship, youth activism, intergenerational conversations, student success,

Creating tomorrow’s innovators today

innovation/ research intensive

academic excellence

young academic stars, graduate attributes, future focused

‘…a relevant university that will play a key role in the development of our nation.

Mandela Day* 18 July


Social impact and active citizenship “Deliberating on the greater good”

Reciprocal relations, leadership in the service of others, engaged scholarship, relevance, empathy, graduate attributes

Changing communities – one project at a time

relevance

research intensive/ innovation

Social impact

‘We strive toward becoming a relevant university that will play a key role in the development of our nation, and our continent.’

Women’s Day 9 August

Broaden access Maintain our excellence Increase our impact on society

Gender inclusivity “Celebrating diversity, nurturing inclusivity”

Recognising the talents and contributions of all individuals, diversity, inclusivity, gender equality, intersectionality, rape culture, gender-neutral titles/facilities

Celebrating diversity, nurturing inclusivity

inclusive/ transformative/ diverse

‘We are committed to contribute to a society of dignity, healing, justice, freedom and equality for all.’

Casual Day* 4 September


Disability and access

Disability, ability, universal design, mental health and support, human dignity, student and staff success, student and staff wellness

Creating access and success for all


academic excellence ‘We are committed to contribute to a society of dignity, healing, justice, freedom and equality for all.’

Heritage Day 24 September

Heritage and identity

Heritage, arts and culture, visual redress, identity, language, systemic sustainability

‘We are committed to contribute to a society of dignity, healing, justice, freedom and equality for all.’

October – December

Broaden access

Year-closing “Reflecting on new learnings and

Vision & mission: how it is impacted by the events of the

100 years of learning, growing and moving forward together

academic excellence

sustainability


Expand internationalisation Increase our impact on society Execute the campus renewal project Advance systemic sustainability Maintain our excellence

appreciations of the year”

year, looking back and looking forward

relevant


‘Against this background of achievement and valuable lessons from our complex history, the Centenary signifies a new beginning for Stellenbosch University. We strive toward becoming a relevant university that will play a key role in the development of our nation, and our continent. We will commemorate our Centenary with the theme “100 years of learning, growing and moving forward together”. We are committed to contribute to a society of dignity, healing, justice, freedom and equality for all.’

CENTENARY COMMUNICATION PLAN:

PROCESS DESCRIPTION FORMAT TARGET AUDIENCE RESPONSIBLE PARTY TIMEFRAME

2017

CENTENARY BRAND REVEAL

Centenary brand reveal Reveal of the Centenary brand identity by VC and Prof Klopper

Website Mass Mailers Newsletter Social Media Video Launch Event

Staff Students Alumni

SvdM FM MC

August 2017

Centenary advert Placement of advert in annual Stellenbosch Tourism publication

Publication Public FM August 2017

CENTENARY PROGRAMME REVEAL

Centenary branding toolkit/ signature

Centenary branding toolkit and signature announcements

Website Mass Mailers Newsletter

Staff FM MH

30 November 2017

Centenary website Centenary website goes live Website Staff Students Alumni

FM MH

30 November 2017

Launch announcement Launch of the Centenary programme by the VC

Website Mass Mailers Social Media

Staff Students Alumni Convocation Executive Council Public Media

CCD

30 November 2017

JANUARY/ FEBRUARY

Theme: Yesterday, today, tomorrow – celebrating 100 years of futures

Welcoming of new students VC welcomes first-year students and informs them of centenary Provide pre communication support for welcome event Coverage of event

Welcoming event Letter to parents Website Media

first -year students parents student leadership

CCD Content hub

24 January 2018

Pre #helloMaties campaign The Pre #helloMaties will focus on informing students on registration/ welcome programme etc. Drive students to Welcome Maties 2018 site.

academic excellence

relevance

Social Media Website

First-year students CK RvdB Content hub

2 January – 19 January 2018

#helloMaties campaign #helloMaties will focus on first-year students and showcase how SU can help students make a success of their academic careers

academic excellence

relevance


First-year students CK RvdB Content hub

22 January – 9 February 2018

Academic year launched Welcome back message by VC to the SU Community – brief overview of what to expect in 2018 and request for support/participation in centenary initiatives etc

Video Mass Mailer Die Matie MFM


DT CK SL SE

1 February 2018

Centenary information update

Centenary events information released @Info Staff SvdM CK SL

First Wednesday of February 2018

Centenary Video launch

Centenary video to be released in 8 episodes throughout the year

academic excellence

relevance


Staff Students Alumni Public

Video to be provided to CCD

Mid-February 2018 – Mid September 2018 (Project on hold till further notice)

#MatieVoices launch #MatiesVoices is a social media campaign that will run throughout 2018 Campaign will feature members of the SU telling their SU stories. Post will be done weekly and will focus on the theme of the month. Jan/Feb focus will be outstanding achievers

academic excellence

relevance



RvdB WM CK

February 2018 - November 2018

Centenary Brochure Release of Centenary Brochure, which will include centenary timeline

academic excellence

relevance

Pamphlet Staff Students Alumni Public

WM February 2018

Woordfees and Homecoming

Promote Music festival at Coetzenburg

Woordfees Communication Channels @Info Social Media Website


Woordfees team CCD to provide support(MV, CK, SL, RvdB)

February 2018

#SUinhistory #SUinhistory is a campaign that will run throughout the year

@News Social Media

Staff CK SL

February 2018

Campaign will focus on facts related to SU timeline Facts will be placed in a banner at the bottom of the newsletter

Press releases Newsworthy items to be communicated via press releases

Media Media Public

MV January – February 2018

VC speeches VC speeches to align with theme - where possible and depending on nature of event

VC Speech Event dependant DT January – February 2018

MARCH

Theme: Opening the doors of learning

Woordfees and Homecoming

Coverage of Wordfees

Social Media Website (news)


Content hub 2 – 10 March 2018

Graduation March 2017 Pre and post-graduation coverage

transformative/ inclusive

Social Media Website (news) Press Releases @News

staff students Media General public

Content hub RvdB SL

19 – 23 March 2018

V.I.P. Event V.I.P. Event to take place on 23 March 2018 (evening) Provide coverage of event

Event External stakeholders SU Management Student leadership Media managers

Content hub March 2018

#Maties100 Cape Argus Cycle Tour

#Maties100 Cape Argus Cycle Tour – VC along with SU supporters participate in cycle event to raise funds Provide pre and post coverage of event

Event Staff Students Alumni Public Media

Content hub RvdB MV

11 March 2018

#MatieVoices #MatiesVoices is a social media campaign that will run throughout 2018 Focus on first cohert of alumni of colour/ and those who benefitted from special bursaries eg, Die Vlakte bursaries

transformative/ inclusive



RvdB WM CK

post to be done weekly and to tie in with monthly theme

#SUinhistory #SUinhistory is a campaign that will run throughout the year Campaign will focus on facts related to SU timeline Facts will be placed in a banner at the bottom of the newsletter

@News Facebook

Staff CK SL

March 2018

Press releases Newsworthy items to be communicated via press releases –

Media - Op Ed in Die Burger

Media Public

MV March 2018


VC Speech Event dependant DT March 2018

APRIL

Theme: Looking back, Moving forward together

#SUinHistory campaign launch

#SUinhistory is a campaign that will run throughout the year Campaign will focus on facts related to SU timeline Facts will be placed in a banner at the bottom of the newsletter



CK RvdB

2 April - 30 April 2018

Centenary birthday message (students) video

Birthday message – SRC Chairperson Social Media


CK RvdB

2 April

Centenary commemoration video

Video by Vice-Chancellor Social Media Website @news


SE 4 April

Op Ed in newspaper Op Ed by Vice-Chancellor (history, looking back/ forward etc)

Media Website @news


MV DT

2 April

@News– SU birthday month edition

Special @News edition showcasing the timeline, highlighting past, current, future of SU

academic excellence

sustainability

research intensive/innovation

relevant


@news Staff SL CK

April 2018

#MatieVoices #MatiesVoices is a social media campaign that will run throughout 2018 Focus on a mix of old and young alumni to showcase the earlier and current SU environment

academic excellence

relevance



RvdB WM CK



@News Staff CK SL

April 2018


Media Media Public

MV April 2018


VC Speech Event dependant DT April 2018

MAY

Theme: Building the university of the future – to the next 100 years

#SUinHistory campaign launch

#SUinhistory is a campaign that will run throughout the year Campaign will focus on facts related to SU timeline Facts will be placed in a banner at the bottom of the newsletter



CK RvdB

May 2018

Campus Renewal Project Series of PR articles that focuses on new developments of SU

relevant

sustainability

@News @Life Website


Content hub

May 2018

#MatieVoices #MatiesVoices is a social media campaign that will run throughout 2018



RvdB WM CK

post to be done weekly and to tie

Focus on alumni who have in some way contributed to the development of SU

relevant

sustainability

Public in with monthly theme


@News Staff CK SL

May 2018


Media Media Public

MV May 2018


VC Speech Event dependant DT May 2018

JUNE

Theme: Creating tomorrow’s innovators today

#SUinnovators #SUinnovators – social media campaign celebrating student innovators


academic excellence

Social Media Website @Life

Staff Students public

CK RvdB SL Content hub

1 June – 30 June 2018

#MatieVoices #MatiesVoices is a social media campaign that will run throughout 2018 Focus on alumni who are innovators



RvdB WM CK



academic excellence


@News Staff CK SL

June 2018


Media Media Public

MV June 2018


VC Speech Event dependant DT June 2018

JULY

Theme: Changing communities – one project at a time

#SUchangeAgents #SUchangeAgents is a campaign that will focus on the various community/social impact activities of SU

relevance





July 2018

#MatieVoices #MatiesVoices is a social media campaign that will run throughout 2018 Focus on members of the SU community who are change agents



CCD post to be done weekly and to tie in with monthly theme

relevance



@News Staff CK SL

July 2018


Media Media Public

MV July 2018


VC Speech Event dependant DT July 2018

AUGUST

Theme: Celebrating diversity, nurturing inclusivity

#WomenofSU #WomenofSU – campaign to celebrate women at SU. Focus on women exploring research related to women issues/ working on projects related to women

diverse/transformative/ inclusive




August 2018

#Matieland Campaign Release of centenary themed Matieland Edition Provide post communication in order to drive audience to the online magazine

Mass Mailers Social Media Website @News @Life

Staff Students Alumni public

CCD August 2018

#MatieVoices #MatiesVoices is a social media campaign that will run throughout 2018 Focus on female members of the SU community

diverse/transformative/ inclusive



RvdB WM CK



@News Staff CK SL

August 2018


Media Media Public

MV August 2018


VC Speech Event dependant DT August 2018

SEPTEMBER

Theme: Creating access and success for all

#nolimitSU #NolimitSU campaign focused on highlights of creating access at SU for students and staff

academic excellence

sustainability

Social Media Website @News @Life

Staff Students Alumni public

CK RvdB SL

September2018


Casual Day Casual Day Event – provide pre communication support for casual day event. Coverage of event

academic excellence

sustainability

relevant


@Info Social Media Website

Staff Students

Content hub RvdB

September2018

#MatieVoices #MatiesVoices is a social media campaign that will run throughout 2018 Focus on members of the SU community who are involved in creating access/opportunities for others

academic excellence

sustainability

relevant




RvdB WM CK


#SUinhistory #SUinhistory is a campaign that will run throughout the year Campaign will focus on facts related to SU timeline

@News Staff CK SL

September 2018

Facts will be placed in a banner at the bottom of the newsletter


Media Media Public

MV September 2018


VC Speech Event dependant DT September 2018

OCTOBER - NOVEMBER

Theme: 100 years of learning, growing and moving forward together

Launch new vision and strategy to SU community

Launch new vision and strategy via the SU official communication channels

academic excellence

sustainability


relevant


Staff assembly Mass Mailer Website Video MFM SU Social Media


Vice-Chancellor Prof Klopper; Dr Pool CCD (DT; MH; CK)

October 2018


@News Staff CK SL

October – November 2018

@Life – centenary highlights Special @Life edition showcasing the highlights of 2018

@Life Staff WM Content hub

November 2018

academic excellence

sustainability


relevant


VC Thank you message Thank you message to staff and students for participating in centenary and a look into the SU future

academic excellence

sustainability


relevant


Mass Mailer Video


CCD Last week of November 2018


Media Media Public

MV October - November 2018


VC Speech Event dependant DT October - November 2018

CENTENARY EXTERNAL MEDIA PLAN:

JANUARY/ FEBRUARY

Theme: Yesterday, today, tomorrow – celebrating 100 years of futures

GENERAL Newsworthy items to be communicated via press releases

Media releases Media Public

MV January – February 2018

Media Centenary - Announcement of centenary & website

- Welcoming (“100” Dream Launch)

Media release, interviews

Media Public

MV January

Specific events: - 100% Stellenbosch event: 23 Feb - Book launch: 1 March - Concert: 2 March - Family Day: 3 March (March through

town?) - VIP event: 23 March

MV et al February

Media Centenary updates to the media

- #DidyouKnow (reworked and distributed to the media)

- Timeline reworked and included in releases, etc.

- Centenary Honorary Doctorates - Matie Voices


Media Public

MV February

Media (general) Registration, Scimathus, Welcoming & Dream Launch, Social Impact Day, Vensters (etc) Varsity Cup; Maties Open Day (24 Feb) Expert lists: - State of the Nation (SONA) - Int Day of Women & Girls in Science;

Media release, interviews; enquiries,

Media Public

MV January

http://www.un.org/en/events/women-and-girls-in-science-day/index.shtml

- Water crisis, etc.

Media recognition event Giving recognition to experts, commentators, science communicators, etc.

Media placement Media Public

MV February (tbc)

MARCH

Theme: Opening the doors of learning



MV March 2018

Media Centenary - Graduation Ceremony (100 linked) - Woordfees (Centenary related)

Media release Interviews Media briefing (tbc)

Media Public

MV March

Media centenary (updates)

#DidyouKnow; Woordfees & Centenary events - Book launch: 1 March - Concert: 2 March - Family Day: 3 March (March through

town?) - #Maties100 Cape Argus Cycle Tour 11

March - VIP event: 23 March - Theme for media: “Opening the doors

of learning”


Media Public

MV March

Media (general) - Woordfees (News list!) - Graduation Ceremonies (19-23) Expert List: - Human Rights Day (24 March) - World Water Day Profiling

- Prof Wim de Villiers

Media release Interviews

Media Public

MV; AB March

Media campaign Advertising campaign in media (placement of supplements, etc)

Supplement Media placement

Media Public

MV March

APRIL

Theme: Looking back, Moving forward together

MEDIA



MV April 2018

Media Centenary Centenary events: #DidyouKnow; timeline

- Actual Centenary day Theme for media: “Looking back, Moving forward together”

Media release Interviews; media visit (tbc)

Media Public

MV April

Media (general) Expert List: - Freedom Day (27 April); - Water (DAY ZERO)


Media Public

MV; AB April

Media campaign (Cont.) Advertising campaign in media (placement of supplements, etc)


Media Public

MV

MAY

Theme: Building the university of the future – to the next 100 years

MEDIA



MV May 2018

Media Centenary Centenary events: #DidyouKnow; timeline Theme for the media: “Building the university of the future – to the next 100 years”

Media Public

MV May

Media (general) Expert List:


Media Public

MV; AB May

- Worker’s Day (1 May) - World Press Freedom Day



Media Public

MV May

JUNE Theme: Creating tomorrow’s innovators today

MEDIA



MV June 2018

Media Centenary Centenary events: #DidyouKnow; timeline Theme for the media: “Creating tomorrow’s innovators today”

Media Public

MV June

Media (general) Applications close Expert List: Youth Day (16 June)

- Research at Stellenbosch publication

- QS Rankings announcement


Media Public

MV; AB June



Media Public

MV June

JULY

Theme: Changing communities – one project at a time



MV July 2018

Media Centenary Centenary events: #DidyouKnow; timeline Theme for the media: “Changing communities – one project at a time”

Media Public

MV July

Media (general) Expert List: - Mandela Day


Media Public

MV; AB July



Media Public

MV July

AUGUST

Theme: Celebrating diversity, nurturing inclusivity



MV Aug 2018

Media Centenary Centenary events: #DidyouKnow; timeline Theme for the media: “Celebrating diversity, nurturing inclusivity”

Media Public

MV Aug

Media (general) Expert List: Women’s Day - Applications for financial

assistance close Profiling

- Prof Wim de Villiers


Media Public

MV; AB Aug



Media Public

MV Aug

SEPTEMBER

Theme: Creating access and success for all



MV Sep 2018

Media Centenary Centenary events: #DidyouKnow; timeline Theme for the media: “Creating access and success for all”

Media Public

MV Sep

Media (general) Expert List: - Heritage Day


Media Public

MV; AB Sep

- Int Literacy Day - Int Day of Democracy

Other Casual Day Human Rights lecture (Law) Vlakte Bursaries announced (tbc) New SRC announced Rankings: Times Higher Education



Media Public

MV Sep

OCTOBER – NOVEMBER

Theme: 100 years of learning, growing and moving forward together



MV Oct - Nov 2018

Media Centenary Centenary events: #DidyouKnow; timeline

- new corporate identity? Theme for the media: “100 years of learning, growing and moving forward together“

Media Public

MV Oct - Nov 2018

Media (general) Expert List: - World Teachers Day - World Food Day - Int for Disaster Reduction Day - Int Aids Day (1 Dec)

Other - Honorary Degrees

announcement (Oct)


Media Public

MV; AB Oct - Nov 2018

- Fees increase (Nov) - Africa Universities Day - Mil Academy Enduro (Nov) - Exam progress (Nov) - Graduation Ceremony (Dec)



Media Public

MV Oct - Nov 2018

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