STRATEGY 1: Create a marketing and external communication strategy in consultation with stakeholders and partners

INITIATIVES:

Timeline: December 2018

• Develop a comprehensive marketing framework (branding and awareness) that identifies key stakeholders and the targeted messages for each. (Making sure that key priorities are communicated properly)

MEASURES OF SUCCESS:

• Completed marketing/awareness guidelines
• Implementation of marketing/awareness campaign
• Increase in engagement:
  • Increased traffic to FRM website and on social media including from other countries
  • Increase in number of FRM tweets and retweets
  • Increase in number of new visitors and returning visitors to FRM websites
  • Increase in FRM page views, click-throughs and time spent on pages
  • FRM Social media: increase in # of followers; increase in # of shares; increase in membership
  • Increase in FRM SEO position
  • Increase in number of requests from media and public
  • Increase in alumni engagement (#'s attending events, volunteering, # of ambassadors, donation levels, donation percentage, reunion numbers)

PROGRESS TO DATE:

• Development of inclusive messaging in "At every point in your life" and video campaign to include research priorities and U of A campaign initiatives
• Rehab Impact magazine published
• Alumni Relations Plan with analytics launching April
• Establishing a toolkit for students, faculty, ambassadors, alumni
• Marketing and Communications Plan to be developed by end of summer and launched in September