Strategic Theme VIII. Services and Administrative Support - Communications

University Strategic Plan 2022-2025

Developing Internal and External Communications

This section is part of the Strategic Plan 2020-2025, which sets out the goals and priorities for the University, its faculties, departments, centres, institutes and schools. 

The communications strategy of the University of Malta will follow the route of the student experience, from enrolment to graduation and beyond. Communications will focus on the need to build a sense of community and involvement of students and staff in campus life. The primary focus of the communications strategy will be to provide a constant flow of information and insights on events and opportunities on campus that enhance the learning experience and to define the University of Malta’s identity and reputation.

The communications strategy will pivot on media relations, marketing communications, special events, executive communications, and public outreach. To meet our objectives, we publish content via a range of media vehicles, including the website, newsletters and magazines and continuously evaluate and explore new technologies and ways of reaching audiences.

Marketing Communications

Marketing media management will focus on the output of visual, audio and published articles across traditional and social media platforms. In the course of addressing the Strategic Plan, we will continue to plan and execute a media outreach strategy for each communication initiative, distribute press materials and press releases, and develop a comprehensive approach to collecting and disseminating information.

Marketing communications will expand across a wide range of owned and paid formats, media and experiences. We will develop subject matter, advertising materials and manage our media vehicles such as magazines, websites and social platforms, to interact with internal and external stakeholders in meaningful ways. We will focus on the way the University is perceived as an institution of repute, and we will:

• recognise the internal and external stakeholders as the target audience of our communications effort and to develop customised communication campaigns;
• create, develop and coordinate websites, social channels, apps and email campaigns;
• provide guiding principles through policies and templates for users;
• produce audio, visual, print, digital and multimedia templates and materials that can be used by departments and units to disseminate information across the University;
• continue to design, produce and circulate magazines and e-newsletters; 
• reflect the brand identity and coordinate externally paid media advertising; 
• provide marketing services to faculties, departments and units across campus;
• disseminate notification concerning student processes; 
• communicate timely solutions for disruptions created by ongoing development;
• periodically update staff with strategic decisions taken by the Senate and Council;
• publicise the strategic vision through internal media initiatives.

Stakeholder Outreach 

Outreach initiatives give voice to the educational mission of the University of Malta. Through written and spoken communication for the rectorate, deans, heads and directors, we will communicate the University’s principles, insights, achievements and long-term plans to a wide range of internal stakeholders, including students, staff, social partners, enterprise, industry, government and other education providers. Public outreach is essential to increase awareness, understanding and support of the University’s accomplishments among local, national and international audiences. Initiatives in this area will aim to:

• create outreach activities to improve the recognition by internal and external stakeholders of the University’s role as an instrument for the quality of life regionally and internationally;
• produce engaging activities in the form of conferences and seminars that will showcase the University’s academic leadership as a catalyst of discussion and knowledge sharing; 
• develop a continuous dialogue among students, academics and representatives of the diverse social communities, industries and public establishments in the country; 
• identify national and international events to engage stakeholders; 
• partner societal organisations, public entities and schools for effective outreach and visibility opportunities for faculty and administrators. 

Enrolment Communications

The University will encourage applications for admission and enrolment through targeted online lead generation solutions, bespoke events and services. The University of Malta has for many years focused on being an admitting institution for those students seeking to obtain a tertiary qualification. With the rise in standards of local and international education providers, the University is no longer the sole alternative to students pursuing tertiary education, and to this effect, the University needs to re-position itself as a recruiting entity. There is a growing need for the University to identify and prioritise how and where to target enrolment communication campaigns for prospective students. 

Through local and international student events and fairs, we aim to attract student applications across the full spectrum of academic programmes. We aim to provide electronic access to thousands of prospective students through events in schools, localities and international events on an annual basis. Our goal is to link school leavers, undergraduates and post-graduates by creating events in accessible venues supported by our experienced and dedicated staff.

We plan to launch an innovative registration process and pre-screening technology, enabling us to provide faculties with a targeted number of leads of international students, which can be followed up by a dedicated team for international admissions. The student enrolment process requires a more intensive approach to follow up on enquiries, particularly from international students, who typically lack access to information and need more support.

The process of enrolment of a wider spectrum of international students will benefit from technological support which the University will evaluate to create a structured approach through:

• customer relationship software for student data management, timely response to queries and follow up;
• market insight and analytics of historic enrolment data and trends in local and international programmes.

Students who enrol at the University will continue to be supported by the proposed One-Stop Office for Student Services, which can also serve as a centre to host persons visiting the University to obtain information on enrolment. 

Events

Special events will require the crafting of experiences that create affinity by allowing audiences to interact with the University directly. Activities showcase the University’s impact and reputation for excellence. From dignitary visits and campus-wide celebrations to gatherings and intellectual events, the University will use the standard for events of significance and impact. To fulfil the strategic objectives, we will: 

• identify, plan and coordinate events and activities to be supported through a specialist events team in support of University-wide strategic direction;
• create a toolkit for conferences, seminars and other events which can be adopted by departments when organising internal and external activities;
• coordinate a University-wide calendar of events and activities to facilitate coordination, resolve overlap, and communicate ongoing activities;
• provide guidelines on event-related policies, procedures and best practices;
• manage events involving high-level state, national and international delegations.

Alumni

The University seeks to stimulate collaboration and networking among its alumni, who live and work across different industries, sectors and countries. We aim to capitalise on and boost the strength of the research networks which already exist, to stimulate dialogue, and help establish further collaborative and exchange partnerships with alumni. As part of the strategy to engage alumni, the University seeks to link with alumni to encourage and foster joint projects and to explore the building of other joint initiatives.