Strategic Leadership Communications Plan

January 2005

Making the Statewide Case for the U

How does the public feel about the U?

2003-2004 public opinion research summary

The public has high satisfaction levels with the U but does not understand what makes us unique/ different from other higher education institutions.

The public believes that educating professionals, conducting research, and educating undergraduates are among our most important roles.

Except with regard to medical research, the public does not understand what a research university is, what its value is to individuals or to the state, nor that the University of Minnesota is the only higher ed research institution in the state.

2003-2004 public opinion research summary, cont.

However, Minnesotans feel more appreciation for and pride in the U when they learn about our research activities.

The public believes that K-12 education is overwhelmingly the most important area of state spending; public universities are important, but not significantly more important than most other areas.

The public values strong management and stewardship of public funds, but is not persuaded of our excellence on this issue.

Public demands accountability in the form of demonstrable outcomes

State finances are not improving

We are simultaneously implementing a strategy to

generate support for the funding and construction of

an on-campus stadium Current political environment is complex: concerns

about rising cost of tuition, reauthorization of Higher Ed Act, TABOR/Colorado model, financial aid models, etc.

Public higher education is increasingly seen as a private benefit not a public good.

Challenges

How can we move the dial?

Engage in a long-term,

comprehensive campaign to

generate understanding and support

from the public, opinion leaders,

and policymakers to preserve and

enhance the core strengths of the

University.

Strategic leadership communications plan

1) The University is one of Minnesota’s greatest assets. It is the leading public institution that can position and prepare Minnesota for the future.

2) We are Minnesota’s only research university, the place where discoveries become the new ideas, the new products, and the new services that improve the quality of life for you and your family.

3) The University provides more choices and opportunities for students seeking a world-class education.

Three key concepts

The University is committed to being a well-managed institution.

Our research shows: When asked to rank, in order of importance, a list of 11 possible

institutional goals, “keeping tuition affordable” ranked first, followed closely by “being a good manager of financial resources,” and “providing high-quality undergraduate education.”

When asked to rank the U’s performance on those same 11 goals, respondents gave the highest marks to “conducting research that improves the quality of life for state residents,” followed by “providing high-quality undergraduate education” and “providing lifelong learning opportunities to working adults.”

“Being a good manager of financial resources” and “keeping tuition affordable” ranked 10th and 11th, respectively, significantly below the next closest goal.

Concept for targeted audiences

Communications best practices

Messages must be consistent, long term, repetitious and delivered in a variety of ways.

People will not hear what they do not believe. In general, they do not believe abstract expressions but are moved by examples, stories, etc.

With large amounts of information barraging us daily, even the highly educated need to be exposed to an idea many times to truly internalize its meaning.

In particular, people respond to messages about research and its impact based on its:

Importance Personal relevance Believability Innovation/timeliness

What does this mean for University ambassadors?

Use these messages, with these words, every time you give/prepare a presentation and in all your print materials

When you are out and about, use these messages to talk about what’s taking place at the University

Use specific examples/anecdotes that are relevant to your work/your audiences to illustrate these key messages.

Share those examples with us so that we can make them available for others to use.

Strategy - consistent, integrated communications

“Did you know…”

The University prepares more than two-thirds of all the health care professionals in the state. These are the doctors, pharmacists, veterinarians, dentists, and public health professionals who take care of you and your family.

Researchers at the U were the first to discover that eating oats reduces cholesterol?

University students can enhance their education through more than 300 study, work, and internship programs in 67 countries worldwide.

Strategy - consistent, integrated communications

Words matter…

Repetition

Consistency

Resonance

Strategy - consistent, integrated communications

Discussion/next steps