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Enhancing the Reputation and Prestige of Stevens
Edward F. Stukane VP, Communications & MarketingMay 9, 2016
For the President’s Leadership Council
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Opportunities that improved reputation creates for Stevens: Admissions (Increased applications, and more from academically
qualified students)
Enhanced alumni engagement (Pride in one’s alma mater spurs engagement)
Development (fundraising)
Research funding
Attracting top faculty
Corporate partnerships
…More
Why does reputation matter to Stevens?
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Why should they care about Stevens’ reputation? Corporate Executives -- Stevens is a potential partner, research possibilities
HR Managers who hire Stevens graduates
Government officials (all levels) who steer funds
Peer academics who may partner with Stevens
Potential new faculty will seek to join us
High school counselors who recommend students
Parents of high school students who buy in
Ultimately, prospective students
Target AudiencesInterpretation of Reputation Varies by Segment
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In higher education, it is by multiple rankings U.S. News & World Report (USNWR) for undergraduate and graduate
rankings PayScale Forbes Princeton Review Money…and several others
Most are data driven. Emphasis on costs, value calculations, outcomes of students, etc.
How is Reputation Measured? The Challenges Involved with Measurement
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Ten categories for scoring. Peer assessment is just one criterion.
Other national universities’ presidents, provosts and deans/directors of admissions and enrollment are the three titles that vote.
Two-year average for peer assessment score
Three-year average for high school counselor assessment score. Only 9% of survey recipients vote
Very little movement in scores over the years
Overview of USNWR Ranking
Stevens is currently ranked 75th
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Higher Education research firm SimpsonScarborough conducted quantitative and qualitative research of other university presidents, provosts and deans of admissions What influences perceptions?
What are the elements of “academic reputation?”
Level of familiarity with Stevens
Forms of communications that matter
What We Learned from Our Reputation Research
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Familiarity RatingsAll Respondents (N=425)
Familiarity Ratings – a Baseline56% of respondents have at least heard of Stevens, but only 29% consider themselves familiar with the school.
44%
39%
32%
7%
15%
13%
28%
33%
30%
28%
18%
24%
8%
22%
22%
25%
43%
42%
31%
30%
5%
5%
10%
19%
19%
23%
40%
2%
2%
3%
4%
5%
10%
23%
Stevens
NJ Institute of Tech
WPI
Lehigh
RPI
Cal Tech
MIT
Never heard of it
Only know the name
Somewhat familiar
Very familiar Extremely Familiar
Presidents are more likely to be at least somewhat familiar with Stevens than Deans of Admission or Provosts, as are USNWR Peers.
0%
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Most Influential Factors on Perception
2%3%3%4%4%
7%9%10%10%
13%15%16%
18%19%
21%27%
31%35%
52%
Received sizeable gifts from alumniAwarded major grant
Performance of athletic teamsIndustry partnerships
On-campus conferences, symposiums and…New campus facilities
Increased enrollment of qualified studentsCurriculum
RankingsPresence in the media
Academic quality of incoming studentsStudent retention statistics
Faculty/student research activityName recognition
Leadership of the institutionInnovations stemming from the institution
Student outcome statisticsQuality of faculty
Academic reputation
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CEO of the Year, NJ Tech Council. Tech Council board member
Member of the Board of the National Association of Independent Colleges and Universities
Treasurer of the Association of Independent Colleges and Universities of NJ
Member of the Business-Higher Education Forum
Education Advocate of Choose NJ
Chairman of NJ President’s Council Task Force on Alignment of Higher Education Programs and NJ Workforce Needs
Special panels organized by the National Science Foundation
President’s Distinguished Lecture Series
Distribution of the President’s Report to multiple audiences
Participation in media interviews
President Farvardin Contributes Directly to Institutional Reputation
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Aggressive Media Outreach is Increasing Awareness of Stevens
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- “Dawn of Nuclear Arms, Declassified”
-“Universities Increasing Programs for Data Scientists”
-“These Scents Will Make You Spend More”
-“The Future of Plutonium”
- “Shifting the Old Debate over Vaccines”
- “How the US is losing the escalating cyberwar”
- “30 Years of .com”
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President’s Report: Ahead of the CurveSharing the impressive accomplishments and steep upward trajectory of Stevens.
Pursuing Stevens’ strategic priority of Strengthened Reputation, Increased Prestige with key audiences:
• Alumni
• Friends and partners
• Higher education peers
• Presidents
• Provosts
• Enrollment leaders
Download it at stevens.edu/president
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Furthering Reputation Efforts via Higher Education AdvertisingMessaging and awareness plan executed based on peer reputation research, delivered during strategic period.
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Mailings to Peers and Select Target Groups
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Nokia Bell Labs: The Human Digital Orchestra
Accenture: financial services training
Lockheed Martin: research and education
Northrop Grumman: corporate education
Corporate Relationships Provide Additional Exposure
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The Launch of the New Stevens.eduMeeting the needs of our external audiences, building a foundation to drive interest in our programs and opportunities.
Streamlined information architecture
User-focused
Mobile responsive
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The number of followers and fans on Stevens social media channels have grown as we continue to increase real-time engagement and social listening.
Since fall 2015:• Stevens Facebook fans have increased from
16,290 to 20,505 -- Up 25.9%• Twitter 4,814 to 6,191 followers – Up 28.6%
• Instagram 1,091 to 3,888 followers – Up 256.4%
•Expanding our social media reach on mobile and developing campaigns for Snapchat
Sharing Stevens Story on Social Media; Reaching Larger Audience Segments
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Additional Areas That Have Enhanced Reputation Winning the 2015 U.S. Dept. of
Energy Solar Decathlon
PDLS speakers
PayScale and other rankings
Patents/Research grants and awards
Student outcomes
Academic publications
New faculty
Increased applications (graduate and undergraduate)
Increase in SAT scores of new students
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Lack of broad awareness; overcoming years of limited external exposure
Lack of funding for a broad brand advertising-marketing support across multiple audiences
Extensive competition and a crowded media market
Small size
Technology specific focus
Not a Division 1 athletics program, less media exposure
Current Challenges for Stevens in Enhancing Reputation
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What Other Institutions Have Done
Northeastern, intense executive outreach and travel
GWU (investment in world class infrastructure and faculty)
Columbia Business School centennial video (leverage prominent alumni, e.g., Warren Buffet, Henry Kravis, many others)
Fairleigh Dickinson University-WCBS -- Speaker Series
Quinnipiac, Monmouth, Marist -- political polls
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Prompts/Questions for the Group
1. How do you, personally, assess institutional reputation?2. What are the elements of prestige, in your mind?3. Think of the last time someone spoke highly of a college or
university to you. What impressed you about them?4. Think of the last time a university you were not that familiar with
made a positive impression on you. What was that situation?5. What should Stevens provide to VIP contacts to help them
spread the word and enhance Stevens’ reputation.6. What activities would you recommend Stevens employ to
enhance awareness?7. What, in your opinion, would bring prestige to Stevens?
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Thank you.