Developing a Digital Toolkit: The Key to a Robust Communications Operation in 2018

Julie Backer with Trine Beate Elvebakken, Norway

Julie Backer is manager of marketing and communication at Oslo Metropolitan University (OsloMet).

Prior to joining OsloMet, she was project manager at BBDO in Düsseldorf and marketing manager at ELOPAK a worldwide food packaging company. Her career spans brand strategy, marketing campaign expansion and business-to-business marketing, as well as project management, organization development, merging and change management.  

She has her Bachelor degree from CBS – Copenhagen Business School and a Master of Science international marketing from University of Cologne. With international working experience and management positions in both private and public sector, she has taken full advantage of the various mediums to engage employees and students in building the brand OsloMet.

 

Is your communication strategy collecting dust in a drawer somewhere? How to transform your communication strategy from a static document into a user-friendly digital toolkit!

Norway’s newest university, Oslo Metropolitan University, has used its new university status as a launching pad for transforming the way it practices strategic communications. Like many universities, OsloMet has long had a communication strategy that few in the organization have been aware of, much less made use of in their day-to-day work. The communications and external relations team came to realise that what their colleagues needed most was not an eloquently formulated document, but a digital toolkit that enabled them to communicate effectively with their primary target audiences. Armed with this realization, the university began the process of abandoning its traditional strategy document and replacing it with a digital toolkit their colleagues would be able to access via the university’s web workplace. 

In designing the toolkit, OsloMet sought to clarify how communications are undertaken within the organization and externally. This entailed clearly delineating roles and responsibilities across the organization. Having laid this groundwork, they were able to begin creating targeted toolkits aimed at colleagues working with student communications, marketing, social media and science communications. In this way, the communications and content strategies together with delineation of roles and responsibilities form the basis of the newly developed toolkit. 

In this workshop, Trine and Julie will take you behind-the-scenes for a view of the process of designing a digital communications toolkit. You will also get a look at its various components, including a digital guide for designing a channel mix to help reach target audiences, digital graphic design tools that help ensure a consistent visual brand, and tutorials and mini-courses offered by the communications division. Finally, she will draw on two case studies to illustrate the toolkit’s application: a recently concluded digital campaign aimed at marketing  master’s programs; and the recent launch of OsloMet’s new visual profile.