Strategic Communication Plan of sTIC

Abstract

This study addresses the limited awareness within the university community of the work carried out by the Information and Communication Technology Services (sTIC), including a lack of understanding of the scope of their activities, the methods they employ, their strategic importance to the University of Aveiro, and, above all, the commitment of their staff, who demonstrate exemplary dedication to supporting the institution on a daily basis. The diagnostic reveals that the University of Aveiro has a complex and interdisciplinary organisational structure in which the sTIC, operating as support services under the Administration, play a significant role through a highly specialised and experienced technical team. The literature review provides the theoretical foundations for Integrated Marketing Communications (IMC) and strategic communication planning, supporting the definition of communication channels and the key activities required for effective implementation. The methodology is based on a structured implementation model that encompasses the entire communication planning process, from the initial organisational diagnosis and stakeholder segmentation to the strategic definition of messages and communication channels, culminating in a monitoring and continuous improvement cycle designed to ensure stakeholder engagement and effective communication across the University of Aveiro community. The proposed Strategic Communication Plan for the sTIC aims to reduce the community’s lack of awareness by adopting an Integrated Marketing Communications approach supported by clearly defined responsibilities, thereby aligning public perceptions with the actual value delivered by these services. The successful implementation of the plan ultimately depends on overcoming organisational barriers and internal silos through persuasive and ethical leadership capable of fostering collaboration across the university community.