Best of CASE District VIII Award
 

Institution: University of Calgary

Title of entry: University of Calgary Communications Protocol

About this entry: Like many post-secondary institutions, the University of Calgary has shifted between centralized and de-centralized communications structures. When operating with a strong central focus we achieved clarity of voice but lacked the grass roots perspectives. When communications spread-out, our storytelling exhibited a stronger local focus but lost its brand clarity. Amidst these structural shifts, a subtle tug-of-war played out over exactly how to move our brand forward.

In 2022, Senior Associate Vice President and Chief Communications Officer Corey Hogan launched the Communications Protocol. Endorsed by the executive and senior leadership teams, this protocol establishes communications as a shared responsibility between the Office of Advancement and communicators in faculties and business units.

The Communications Protocol outlines new processes to ensure common standards and approaches, including a charge-back model for clients accessing central resources. It defines the need for consistent hiring and job classifications to promote career progression. And it enshrines a commitment for all 200 UCalgary communicators to protect our brand story.

In the past twelve months, UCalgary transformed its communications network into a thriving community of practice. Team and client satisfaction scores are on the rise, we’ve launched an award-winning brand campaign, and there’s a renewed sense of optimism among communicators that we’ve found our way forward.

Purposeful, measurable, and value-driven, the Communications Protocol is a blueprint for how universities can foster a strong institutional brand through a highly effective decentralized communications system.