Communication Strategy and Planning
Communication Strategy and Planning
This domain tests whether you can convert an athletics priority into an audience-specific communication plan with clear objectives, approvals, and measurement. NCAA work adds layers: institutional mission, conference rules, NCAA championship requirements, and compliance review.
Core rules
- Begin with a business or reputational objective, then write a SMART communication objective. “Increase awareness” is too vague; “raise student-section attendance at two home basketball games by 10%” is testable.
- Segment audiences by what they need and what they can do: internal staff, student-athletes, media, fans, donors, campus leadership, conference and NCAA contacts.
- Build a message architecture: one core message, three proof points, and audience-specific versions. Keep language consistent with the institution and athletics department.
- Choose channels by audience and cadence, not habit: email for staff, media advisories for press, short video for fans, briefings for campus leadership.
- Map approvals early: athletics communications, compliance, legal, coaches, athletics director, and campus communications. Identify a spokesperson matrix.
- Measure both outputs and outcomes. Impressions and posts are outputs; attendance, accurate pickup, reduced inbound confusion, and sentiment are outcomes.
Worked example
A Division II host plans a regional championship. The objective is to fill 1,200 seats and reduce event-day questions. Audiences: local media, students, season-ticket holders, campus operations. Core message: “One site, one schedule, clear parking and ticket info.” Channels: media advisory, campus email, social countdown, signage. Measurement: ticket scans, help-desk calls, media attendance. The reasoning: each tactic maps to an audience and a measurable outcome, so the plan can be evaluated.
Traps that cost marks
- Listing tactics without an objective or audience.
- Skipping compliance review for student-athlete stories or recruiting content.
- Treating impressions as the only success measure.
- Assuming one plan fits every division or championship.