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.