Rakovski National Defense College in Bulgaria and its Alumni a communication plan

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1 Rakovski National Defense College in Bulgaria and its Alumni a communication plan Elitsa Nikolova Abstract: The article presents a communication plan that is to increase the cooperation between Rakovski National Defense College in Bulgaria and its alumni through communication and events. It is an original pattern that is suitable for being put into practice. The action plan includes action strategies, timeline and resourses. External and internal target audiences are being identified. Themes, messages and talking points are being coined. Keywords: communication plan, communication challenge, alumni, target audiences, themes, messages, talking points. 1. Communication Challenge Rakovski National Defense College (RNDC) in Bulgaria is the oldest higher military institution in the country. It was founded with an Act of the National Assembly in The communication challenge is to establish a planned official reciprocal way to communicate with all the alumni. The College works outstandingly well with the alumni-to-be and the current students attending NDC. The alumni are representatives of Bulgaria and 14 foreign countries. The people involved or affected are the alumni themselves and their family members, the representatives of the College, the alumni-to-be and their family members. 2. Goal and objectives Goal The goal of the communication plan is to increase the cooperation between Rakovski National Defense College and its alumni through communication and events. Objectives By 30 November, increase the number of National Defense College Alumni Association members by 10 % of the total number of last year alumni, and maintain the understanding and trust among the alumni. 3. Situation analysis Description of current situation Rakovski National Defense College (NDC) in Bulgaria is the oldest higher military institution in the country. It was founded with an Act of the National Assembly in Today the College is a national institution for higher education, qualification, and scientific research on issues of national security and defense. The mission of the National Defense College is to prepare military leaders and civilian personnel in all spheres of establishing and using the Armed Forces in peacetime, in conflict solving and crisis management, and in wartime focusing on strategic and operational level. The goal of the College is to prepare officers and students in Security and Defense higher education area and to provide specialized training to Bulgarian and foreign officers and civilians for leading positions in the command and staff structures of the Bulgarian Armed Forces at the high strategic levels of the Ministry of Defense, the Defense Staff and the state administration, in NATO structures and staff and for participation in multinational missions. The National Defense College is the main educational institution concerning issues of international and national security, civil-military cooperation, military art, and interoperability with NATO armed forces. The College has an international certificate by ISO for quality education management. The National Defense College is a member of the PfP Consortium of Defense Academies and Security Studies Institutes. The current programs include 12 accredited Master's specialties and 11 scientific PhD specialties in National Security and Military Art and over 100 courses of post-educational qualification. 1

2 The annual number of trained officers and civilian personnel is over The number of the alumni last year was 1919, including international officers from USA, China and Socialist Republic of Vietnam, 19 Ph.D. degree holders and 2 Doctors of Sciences. There are ministers, MPs, defense attachés, mayors, governors who are alumni of the National Defense College. Some of the alumni work for the Ministry of Defense, the Defense Staff, state and local administration, NATO structures. SWOT analysis 4. Target audiences Potential target audiences are external and internal both of which consist of primary and secondary audiences. External audiences Primary audiences alumni (students; officers; international officers). Secondary audience alumni family members. Internal audiences Primary audiences students; officers; international officers. Secondary audience family members. 2

3 The annual number of the alumni is over There are international officers from 14 countries, ministers, MPs, defense attachés, mayors, governors who are alumni and alumni-to-be of the National Defense College. Some of the alumni work for the Ministry of Defense of the Republic of Bulgaria, the Defense Staff, state and local administration, NATO structures. The number of the alumni last year was 1919, including international officers from USA, China and Socialist Republic of Vietnam, 19 individuals with Ph.D. degree and 2 Doctors of Sciences. Members of the audiences are diverse. The age of the alumni and the alumni-to-be is 22 to over 50 years old. They live all over the country and in 14 foreign countries. The alumni and the alumni-to-be are proud of NDC prominence. 5. Themes and messages Primary audiences Theme 1: Contact Messages to Theme 1 Stay in touch, we are one family. Rely on your fellows. Friendship crosses borders and continents. Talking points number and prominence of the alumni, historical approaches Theme 2: Pride Messages to Theme 2 We are proud of you. Make your success visible. Share your achievements. Talking points prominence of the alumni, historical approaches Secondary audiences Theme 1: Thanks-giving Messages to Theme 1 Thank you for your support, we appreciate it. We consider you as part of our family. Talking points activities organized for families and children, thanks-giving letters to the families Theme 2: Opportunities Messages to Theme 2 If you are interested in attending a program or a course at Rakovski National Defense College, we would be glad to help you. Share your achievements. Talking points 10 per cent of the family members decide to attend a program or a course at NDC, innovative approaches 6. Implementation Action plan Action strategy Audience Timeline Resourses Lead Establishment of All A. Resources Commandant NDC Alumni available Association NDC Commandant, lawyer B. Resources needed 3

4 time, manpower money, Tactic 1: Pressconference Tactic 2: ing Tactic 3: Meetings NDC Alumni Association website Tactic 1: Link this website to NDC website and to MoD website Guest-speakers campaign Tactic 1: Interviews Tactic 3: News External primary audience All External and internal primary audiences A. computers B. time, money, manpower A. 30 professors to invite and coordinate B. Alumni as guest-speakers IT Office IT Office Hire NDC alumni campaign Tactic 1: Interviews Tactic 3: News Become a mentor campaign Both external and internal All A. Alumni B. volunteers, time, money A. Alumni B. volunteers, time, money Tactic 1: Interviews Tactic 3: News Graduation Day All July 2016 A. Commandant, Professors B. 3 people from PA office Tactic 1: Speeches Tactic 2: Interviews Tactic 3: Social Commandant 4

5 Tactic 4: News Tactic 5: Fact sheets Tactic 6: Thanksgiving letters to the families Publications All Tactic 1: Speeches Tactic 2: Interviews Tactic 3: Social A. 2 editors B. Time, money NDC Alumni Association website is about to consist of different items: Upcoming events, Share your interview, Family members corner, us, and Update your profile. Social media component For the purposes of this communication plan the following social media platforms are suitable - Facebook, LinkedIn, Flicker, Instagram. Facebook, Flicker and Instagram are preferably used by people under 30, while LinkedIn is convenient for people in their 30-ies and above. Costs/resources needed for implementation Budget salaries, website, travel expenses, materials, publishing Personnel National Defense College Commandant and Deputy Commandants, Deans of the Faculties, 30 professors, 4 people from the Public Affairs Office, 1 web designer, 3 people from IT Office, 2 people from National Security and Defense Faculty administration and Command and Staff Faculty administration, 2 editors, 1 lawyer (working for NDC), volunteers Materials paper, ink, press-kits, coffee, water, electricity, computers, printers 7. Evaluation This is a 6-month pilot program which is supposed to continue in the years ahead. The evaluation is to be done every 2 months based on the following: Feedback from the alumni and alumni-to-be, family members, NDC representatives Surveys Number of members of the NDC Alumni Association Number of mentors Number of guest-speakers Number of alumni hired during the period Qualitative and quantitative data Analytics Number of likes and shares General tone of the discussions. 8. Questions and answers Q 1: Why do you need a communication plan? 5

6 We need a communication plan in order to achieve our main goal to increase the cooperation among Rakovski National Defense College and its alumni through communication and events. We care for our people and we believe this is the right time to do so. Q 2: Why did you decide to create NDC Alumni Association? NDC Alumni Association is going to be a path to fostering friendship and understanding among alumni. Moreover, it would make the achievements more visible. We are proud of our alumni. Q 3: How many alumni do you have per year? The annual number of trained officers and civilian personnel is over The number of the alumni last year was 1919, including international officers from USA, China and Socialist Republic of Vietnam, 19 Ph.D. degree holders and 2 Doctors of Sciences. Everybody who wishes to put effort is warmly welcome. Q 4: What would you like to say to the family members? Thank you for your support, we appreciate it. Moreover, we consider you as part of our family. 10 per cent of the family members decide to attend a program or a course at NDC and this number is increasing every year. Q 5: What does the current education at NDC include? It includes 12 accredited Master's specialties and 11 scientific PhD specialties in National Security and Military Art and over 100 courses of post-educational qualification. A solid education is extremely important in the global village nowadays and we are to provide it. Q 6: Do you have international officers as NDC alumni? Yes, we do. There are international officers from 14 countries. We are proud of the fact that they have given preference to NDC. Q 7: What is the mission of the College? The mission of National Defense College is to prepare military leaders and civilian personnel in all spheres of establishing and using the Armed Forces in peacetime, in conflict solving and crisis management, and in wartime focusing on strategic and operational level. The College is a hybrid of longlasting traditions and innovative approaches. Q 8: Does the College have an international certificate? The College has an international certificate by ISO for quality education management. This is one of the reasons for the increasing number of people who want to study at NDC. We have much to offer. Q 9: What if your program fails? We are here to succeed. We are committed to put as much effort as necessary. The preliminary surveys show there is a sustainable interest in the program. Q 10: Do you have anything to add? This is a 6-month pilot program which is supposed to continue in the years ahead. We appreciate your contribution and we would like to say thank you. Bibliography Rhetoric and Communications e-journal, Issue 24, September 2016 Електронно научно списание Реторика и комуникации, бр. 24, септември 2016 г. 6