Transcript Slide 1

University Relations
RCM Report
February 26, 2013
University Relations
Promoting, protecting, defending and advocating the image and reputation
of the University of Florida.
Mission Statement
The mission of the Office of University Relations is to
inform, connect and advocate. We serve as a bridge
between the University of Florida and our external
audiences throughout Florida, the nation and the world,
including government, community and business leaders,
alumni, students, faculty, higher education colleagues and
The Gator Nation.
University Relations
Government Relations
a.
Internal Review
Strategic Objectives
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Maximize funding and promote positive public policy on
state and federal levels
Develop and enhance relationships with elected officials
Leverage alumni support and build coalitions
Develop compelling arguments to support positions
Monitor boards and commissions
Support student internships
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Baseline Data
Staffing
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Vice President, University Relations
Associate Vice President, Government Relations
Director, Government Relations
Executive Assistant
Contract Lobbyists
Resources
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Operating Expense Budget: $527,000
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Salary Budget:
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OPS Budget
$763,000 (4 FTE)
$25,000 (1 FTE)
Mission Critical Programs and Services
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Lobbying
Gators For Higher Education
Flagship Councils
Gator Caucus
Government Relations Advisory Council
Gator Day
Gators in Government/Orange and Blue Plate
Special Luncheons
c.
Benchmarking and Evaluation
Benchmarking
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AAU
APLU
SEC
SUS
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Measures
Accomplishments
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Differential Tuition: $56 million
Federal Earmarks
Lake Nona: $32 million
2% salary cut in 2009
St. Augustine properties: $3.2 million
Sovereign Immunity for Shands
Innovation Academy
Reitz Union
Deregulation of sports agents
e.
Strengths, Policies and Practices Review
Strengths, Policies & Practices Review
Strengths are lobby team and their relationships and
efficiency
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State lobbying budget reduced 50% since 2005
Federal lobbying reduced 66% since 2011
Potential improvements could be made in
Washington presence
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Actively engage in lobbying policy
Connect faculty with federal agencies
University Relations
Marketing, Public Relations
& Creative Services
a.
Internal Review
Purpose
The roll of Marketing, PR and Creative Services is to
strategize, develop, execute and deliver integrated marketing
communications to both internal and external audiences.
Strategic Objectives
Objectives:
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Differentiate UF from other universities in a relevant way
Communicate significant contributions to the world
Focus on academics and research
Build a brand that returns value to the institution
Create awareness of the university’s impact on the state
economy
Challenges and Opportunities
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Substantial budget cuts
Dramatic increase in competition
Declining awareness of UF
Value of higher education in question
Commoditization of education
Push to achieve Top 10
b.
Baseline Data
Structure and Staffing
The department is structured to provide the following services:
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Branding
Strategic planning
Social media
Public relations
Media planning
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Art direction
Graphic design
Web design
Copywriting
Photography
Structure and Staffing
Staff positions:
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Assistant Vice President
Director of Creative Services
Social Media Specialist
Web Professional
Promotional Copywriter
Publications Coordinator
Graphic Designer
Photography Section Head
Digital Media Specialist
Resources
• Operating Expense Budget: $188,971
• Salary Budget:
$617,733 (7 FTE)
*Auxiliary funds support an additional 2.5 FTE
Mission-critical Programs & Services
With Significant ROI
The department strategizes, develops and executes a wide
variety of communications with significant internal and
external implications
Mission-critical Programs & Services
With Significant ROI
• UF Branding Campaign
• Think Before You Ink
• UF Annual Financial Report
• Leadership Development Institute
Mission-critical Programs & Services
With Significant ROI
• UF & Shands: Chest Pain Clinic
• UF College Veterinary Medicine Small Animal Hospital
grand opening
• Morrill Act Celebration
• UF Homepage
Creative Services Examples
UF Annual Financial Report
UF Annual Financial Report
Presidential Search Package
Presidential Search Package
UF & Shands
Chest Pain E.R.
UF & Shands
Pediatric E.R.
UF Foundation
Endowed Faculty Campaign
Celebration of the
150th Anniversary of the
Morrill Act
UF Promotional Poster
College of Fine Arts
Promotional Poster
Return On Investment
Estimated cost of projects produced by UREL
during past two years, if outsourced:
Creative services: $1,331,200
Strategic planning: $263,000
Total: $1,594,200
Mission Critical Programs & Services
Primary Current Initiatives
• UF branding campaign
• IFAS awareness campaign
• “Welcome Experience”
• UF Distance Education strategy
Mission Critical Programs & Services
Primary Current Initiatives
• Innovation Academy strategy
• Customer service training
• Strategic marketing planning
c.
Benchmarking and Evaluation
Benchmarking and Evaluation
• ‘05 Brand study for The Gator Nation campaign
• BEBR study
• Social media analytics
• Follow-up reviews – performance evaluations of individual
marketing communications projects
• Secondary research
d.
Measures
Metrics & Evaluations
• Annual BEBR awareness study – analyzes institutional reputation,
awareness in various categories and media recall
Metrics & Evaluations
Metrics & Evaluations
Metrics & Evaluations
UF ranked among the top universities in the world
in social media
• Total fans
• Social media implementation
Metrics & Evaluations
Social media and web-based analytics: Facebook
Social media
and web-based
analytics: Twitter
e.
Strengths, Policies and Practices Review
We Focus on High Value Areas with the
greatest potential ROI
• Creating of awareness for UF/IFAS
• Improving quality and consistency of “first impressions”
• Developing a master strategic marketing plan for our
distance education products
• Guiding colleges and units with their own marketing and
public relations efforts
f.
Overcoming Barriers to Savings
The department has worked diligently to
reduce costs
• The primary UF image campaign budget eliminated
• Five-person Broadcast News operation eliminated
• Five-person satellite graphic design and photography unit
eliminated
• Budgets reduced causing services to be diminished
• The department has less than half the staff of most peer
public research universities
Testimonials
• “… provides exceptional creative, strategic communications
and marketing support that achieves our goals.” - Ruth
Borger, AVP, IFAS Communications
• “… University Relations has added tremendous value to the
Florida Fund.” - Jennifer Keys, Director, UF Foundation
Florida Fund
• “… what stands out for me is creativity and commitment to
excellence.” – Teri Balser, Dean, College of Agricultural and
Life Sciences
Testimonials
• “The University Relations team is professional, creative,
energetic and supportive.” – Andy Howard, Director of
Marketing and Alumni Affairs, College of Fine Arts
• “University Relations has provided critical support and
resources for the promotion and marketing of the SERU
survey …” Marie Zeglen, Asst. Provost and Director of
Institutional Planning and Research.
• “UR is a tremendous resource that should be every
department’s first call when considering marketing,
advertising, or the development of promotional materials.”
Chris Cupoli, UF Leadership Development Institute
University Relations
Community Relations
a.
Internal Review
Strategic Objectives
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Maintain a town-gown relationship with regional
governments and business communities that allows the
university to flourish:
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Monitor and seek to influence local attitudes and actions in a way
to be supportive of the university’s mission.
Work to identify and resolve issues of concern with local
residents and governments that could otherwise divert university
attention and resources away from our primary goals.
Help the university deliver consistent messages to the
community:
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Coordinate with all UF administrators who interface with the
community be supportive of one another and avoid pursuing
conflicting agendas
Strategic Objectives
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Serve as a face of the university in the community and
support community programs:
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Serve on local organizational boards.
Ensure UF is well represented at community events.
Act as a reference point for community members, helping them
navigate the university structure and connect with university
resources.
Expand UF’s community involvement in key Florida cities
of interest to the university :
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Increase the university’s presence and participation in Orlando,
where UF has Health Science Center, IFAS and College of Design,
Construction and Planning facilities and operations.
b.
Baseline Data
Staffing
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Assistant Vice President, Community Relations
Coordinator, Community Relations
Resources
• Operating Expense Budget: $32,000
• Salary Budget:
$159,375 (2 FTE)
Mission Critical Programs and Services
Maintains contact and relationships that benefit the
university through:
• Regular interface with Gainesville and Alachua
County officials as well as those in surrounding
cities/counties
• Involvement with the Gainesville Area Chamber of
Commerce/Council for Economic Outreach and the
Ocala/Marion Chamber of Commerce & Economic
Partnership
• Involvement with area economic development
efforts including Innovation Square.
Mission Critical Programs and Services
Maintains contact and relationships that benefit the
university through:
• Support of the UF College of Medicine and Shands
Healthcare in community outreach and with the
Florida Medical Association
• Providing a resource for the community to link with
UF expertise
• Maintenance of an up-to-date database of
community leaders
• Providing a database of community outreach efforts
in UF colleges and departments
Mission Critical Programs and Services
Maintains contact and relationships that benefit the
university through:
• Hosting a monthly meeting of senior staff who are
involved in the community
• Hosting monthly Eye Opener Discovery Breakfasts –
bringing together campus and regional community
leadership
• Hosting quarterly UF Orange and Blue Luncheons
for UF supporters in Tallahassee
Charitable Giving:
UF Campaign for Charities
• Community Relations runs
the campaign through which
UF employees give more than
$1 million each year for
approximately 90 charitable
agencies
• UFCC helps fulfill UF mission
of service
• This campaign is the top SEC
campaign and among the top
in the nation
c.
Benchmarking and Evaluation
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Measures
Measures
Measurement of the quality and effectiveness of Community
Relations must be done through the perceived success of the
town/gown relationships, the recognition of UF for its
economic and service outreach and the impact of the
continued $1 million + contribution by UF employees to area
charities:
• UF was awarded the Chairman’s Award by the Gainesville
Area Chamber of Commerce for improved town/gown
relationships
• UFCC ranks among the top five university charitable
campaigns in the nation
e.
Strengths, Policies and Practices Review
Strengths, Policies & Practices Review
• Community Relations activities and involvements are
reviewed on a regular basis.
• Events that are no longer effective have been eliminated.
• Involvement in community activities is monitored for
value to UF and to the community.
Strengths, Policies & Practices Review
• A great deal is accomplished with a small budget. Much of
the Community Relations budget – other than salaries – is
used to fund a UF presence at major community events.
This involvement is critical to the community perception
of UF as being engaged in our region.
• We do seek to improve and are consistently evaluating our
performance and looking for ways to increase our outreach
and our outcomes. We work to try new strategies each
year in our UF Campaign for Charities and we are planning
to extend our community relations activities to Orlando,
and eventually to other key cities where a strong UF
presence would benefit the university.
f.
Overcoming Barriers to Savings
Overcoming Barriers to Savings
We have not hesitated to take hard looks at programs, events
and involvements to see if we are maximizing the investment
of time and dollars. We will continue to do this.
University Relations
Media Relations and Public Affairs
a.
Internal Review
Strategic Objectives
• Serves as the university’s primary media relations office
• Works with other campus PR offices to promote positive
news and messages about the university to internal and
external audiences through print, broadcast, websites
and social media platforms
• Works to minimize negative media coverage or manage
issues potentially impacting the university’s image or
reputation
• Serves the public and media to provide statutorilymandated public records
b.
Baseline Data
Staffing
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Assistant Vice President
Senior Director Media Relations
News Desk Editor
Social Media Specialist
Social Media/News Writer
Director Communications
Director Campus Outreach
Executive Secretary
Senior Secretary
Resources
• The Media Relations and Public Affairs unit was
created in December 2012 during a
reorganization of University Relations.
• No defined operating expense budget for FY13
• Salary budget: $698,214 (9 FTEs)
Mission Critical Programs and Services
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Media Relations
Crisis Communications
Issue Management
Public Records Requests
Social Media
DDD memos
Media Relations and Public Affairs
Mission Critical Programs and Services
• Maintains good relationships with news media
• Edits and coordinates news releases from across campus
• Identifies and writes compelling stories promoting the
university
• Pitches UF-focused and UF-related story ideas
• Develops new, innovative ways to tell the UF story
• Provides content to Creative Services Group for special projects
• Assists journalists in finding UF faculty to serve as expert
sources for news stories
• Provides media training for faculty, staff
• Provides reporters with accurate information, data about UF
• Places Op-eds
Social Media
Mission Critical Programs and Services
• Collect content from all over UF for use on various social
media channels
• Post original and curated content
• Review performance of posts in order to optimize reach /
engagement
• Scan social web for discussions related to UF
• Provide guidance, support for units using or considering
social media
Media Relations and Public Affairs
Mission Critical Programs and Services
• Support the administration and university units facing
public relations challenges or other issues impacting the
university’s image or reputation
• Monitor issues trending in higher education
• Handle public records requests for the entire university in
conjunction with the Office of the General Counsel;
• Manage universitywide crisis communications plan, which
includes communications professionals across campus to
address broad-scale crises events.
• Provide communications support for the Board of Trustees
• Send DDDs
c.
Benchmarking and Evaluation
Benchmarking and Evaluation
Top Stories for 2012
• UF scientists find state record 87 eggs in largest
python from Everglades Extensive national and international,
including the Associated Press, CNN, New York Times, ABC, NBC, CBS, NPR,
Businessweek, Washington Post, Chicago Tribune, National Geographic,
Reuters, Christian Science Monitor, BBC and the Los Angeles Times
• Spiny Mouse Can Regrow Skin – Fox News, MSNBC, National
Public Radio, CBS, ABC, NBC, BBC, US News & World Report, the Los Angeles
Times and others
• UF researchers uncover nature’s secret recipe for a
great-tasting tomato – New York Times, National Public Radio,
Associated Press, Los Angeles Times, Wall Street Journal, and others
UF Media Relations Major Media Hits
Highlights: Jan 2008 – October 2012
• Associated Press – 130
• New York Times – 101
• Tampa Bay Times – 83
• USA Today – 51
• Wall Street Journal – 47
• Washington Post – 39
UF Media Relations: By the Numbers
• News hits about UF, print, online (not including sports) – Avg.
500/week
• News releases produced, sent and/or edited (Nov. 2007-present)
– National – 766
– Local/State – 1,001
• Reporters’ calls, emails – Avg. 30-40/week
• news.ufl.edu pageviews – Avg. 50,000/month
• UFNow Twitter account (created June 2009) – 4,264 followers
• InsideUF Twitter account (created June 2009) – 2,975 followers
• Marquee messages posted – Approx. 900/year
• UF calendar entries – Approx. 500/year
• InsideUF print edition -- 26 per academic year since fall 2010
• UF homepage spotlights – 191 since June 2008
Social Media
Benchmarking and Evaluation
• UF has the 4th largest total fan base for Facebook and
Twitter in higher education
• UF is ranked 14th in the Top 100 Social Media Colleges
Social Media: By the numbers
• 157 million impressions on UF’s Facebook and Twitter
accounts over the past year—six times more than the UF
website
• Facebook fan base has increased 45 percent in the past
year—an average of 414 new fans each day
• Measured more than 911,710 interactions with our content
on Facebook - likes, shares, and comments - over the past
year.
UF Admissions Decision Day
• During the 8 hours following the release of decisions
online, the hashtag had:
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966 individual Twitter contributors
a reach of 370,355 unique users
a total of 4.57 million total Twitter timeline deliveries
117 individual images posted to Instagram
UF Admissions Decision Day
• “Something magical happened in the world of social media and
higher education tonight, and you probably didn’t even notice it.
The University of Florida used social media in exactly the right
way. This massively large destination institution engaged with
students and their families to create a community event unlike
any other…just by using a hashtag.” - TJ Logan from blog post “A
Magical Night for Social Media in Higher Ed”
• “So happy to see UF encourage new students to use social media
in this supportive way, and to see students so eager to make use
of it!” - Adam, blog commenter
• “Thanks for devoting the night to us. You have no idea how
excited we are as a class!” - Ryan, on Twitter. (since deleted)
UF Admissions Decision Day
• “Awesome job on #UF17. Watching this from Canada makes me
want to pack my bags:-) Will pass this on to CDN Univ's”
- @AnOldFriend50
• “as a @UFlorida alum + SApro the #UF17 action was a proud,
exciting moment. Major props to @brucefloyd!” @MarlenaLove
• “Want to see social media done well in #HigherEd? Check out
what @UFlorida for their #UF17 class via Admissions letters.
Well done!” - @Kmagura
• “It was pretty special seeing everything come together last night.
Bruce deserves a big thanks for leading the way.” - @RJBryant
Benchmarking and Evaluation
Major Issues Management in 2012
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HAZING---Two black fraternities were suspended and members criminally charged for
physical hazing in the wake of the death of Robert Champion at FAMU; anti-hazing task
force was created and continues to deliberate.
ANIMAL RIGHTS---Negotiation is Over, the animal rights extremist group, has targeted
UF researchers and staff since Oct. 2010.
RACISM---Blackface incident: some UF students painted their faces and dressed like
rappers for Halloween, angering many in the UF community.
BUDGET CUTS: One plan to manage budget cuts in engineering to prevent layoffs
would have restructured Computer and Information Science and Engineering, set off a
firestorm of opposition.
SEXUAL ASSUALT---P.K. Yonge sexual assault in a locked classroom after school
Public Records Requests
Benchmarking and Evaluation
UF receives nearly 100 public records requests a year
Prior year comparison data:
2009 67 requests
2010
144 requests
2011
47
requests
2012
139 requests
d.
Measures
Measures
• BEBR Study that looks at institutional awareness
• Social media and other web-based analytics
• Communication strategy effectiveness is gauged by the
amount or lack of media coverage (based on media hits),
the tone of media coverage (based on a review of the story
content) as well as the amount and tone of public response
(based on emails, phone calls, letters, letters to the editor,
complaints, story comments etc.)
e.
Strengths, Policies and Practices Review
Strengths, Policies and Practices Review
• Talented staff trained to multi-task
• Positive relationships with statewide and national media
• Credibility with administration, faculty and staff
• Ability to quickly mobilize teams to address issues and
crisis management
f.
Overcoming Barriers to Savings
Overcoming Barrier to Savings
• Department is small
• Budget is primarily for personnel critical to university in
crisis or other emergency situations
Testimonials
• “By you being present to respond to questions from the
animal activist groups and the news media and being
available to consult on public relation issues related to the
use of animals has played a significant role in countering
the assault by animal activists.” - Gus Battles, Director,
Animal Care Services and Attending Veterinarian
• “You provide an invaluable service to the University and we
recognize that our job would be much more difficult if you
were not present.” - Bill Buhi, Professor Emeritus and
Chair IACUC
Testimonials
• “UF University Relations and Public Affairs provide critical
consultation, assistance, and advocacy with matters of
pressing concern to the colleges and university. The
services they provide are invaluable and should not be
reduced.” - Glenn Good, Dean of the College of Education
• “The Office is critical when the UF Alert System is
activated. This system is used to make immediate, campus
wide notifications of critical incidents that affect the
university community.” - University of Florida Police Chief
Linda Stump