Owner: Vice President Edward Stukane
(Goal initiated in Year 2.)
For this Year 2 priority, the Division of Communications & Marketing fully staffed both the Office of Communications and Marketing as well as the Office of Academic Communications & Marketing. Extensive operational effectiveness procedures were put in place, and key external resources identified, to equip the division to meet the reputation and prestige goals of the university.
New strategic initiatives were launched to increase the broad awareness of Stevens, its scholarship and impact, across a variety of constituencies. A reputation enhancement campaign to university administrators included an integrated marketing campaign encompassing targeted digital and direct marketing as well as vertical advertising. The U.S. News & World Report Ranking of Stevens among national universities (undergraduate ranking) improved from 82 to 76 from Fall 2013 to Fall 2014. A college guidance counselor communications initiative was implemented. To further understand the awareness and perception of Stevens by leadership at peer institutions, a peer reputation research study was undertaken and is currently in progress, with the initial survey phase completed in October 2014.
Public relations efforts yielding significant media coverage, as well as broadcast and social media highlighting student outcomes, university accomplishments, conferences and faculty news and achievements supported undergraduate and graduate recruitment efforts. Stevens’ earned media placements in print, broadcast, and online media increased from 114 in 2013 to 194 in 2014. Strategies to drive both lead generation and event traffic were implemented for graduate admissions: a content marketing effort supporting graduate admissions and faculty thought leadership was launched, yielding more than 90,000 landing page visits and 2,000 leads from white papers, and more than 25,000 views of the new graduate experience video.
Year 3: Continue all efforts started in Year 2. The stevens.edu website project will revise our online presence to be a mobile-adaptive, user-centric, externally facing website that enhances the visitor experience through clear and simplified navigation that provides quick access to target audiences. Additional efforts to create and distribute significant research news and accomplishments to key research and academic leaders will further expand awareness of Stevens’ thought leadership and the impact of our research and academic activities. An increased focus on college counselor communications will support reputation objectives. Extension and continuation of positioning Stevens faculty as thought leaders, through content marketing, public relations and social media channels, will further our global leadership strategy.
An institution-wide brand messaging and graphics toolkit will be developed and deployed, further unifying the Stevens brand and thus strengthening recognition and impact of Stevens to our key constituencies. A capital campaign communications effort will be created to support alumni engagement and reputation building among multiple constituencies.