Department/Unit: External Affairs and University Relations Date: 5/28/04

Department/Unit: External Affairs and University Relations Date: 5/28/04

INSTITUTIONAL EFFECTIVENESS

ASSESSMENT PLAN - DEPARTMENT / UNIT

Department/Unit:University Relations

College/Division:Division of External Affairs

Date: May 28, 2004

Mission Statement: The Department of University Relations promotes and supports Georgia State University’s position as a leading research institution in an urban setting through creative services, media relations, presidential communications, public relations, community relations, web design, publications and marketing. The department communicates and publicizes the university’s accomplishments and resources by conveying the quality, diversity, vitality and dedication to service of Georgia State to external and internal audiences and by providing feedback to the university community from these audiences.

Intended Outcome # 1:
Georgia State University enjoys an enhanced image and prestige.
Effectiveness Indicators: (What factors/variables/elements will you be measuring to gauge your success at reaching your intended outcome?)
1. Improved overall undergraduate ranking of Georgia State University as a national institution.
2. Increased media coverage of Georgia State University activities and research.
Success Criteria: (For each indicator described above, what minimum score, value or result will signal success? What score, value or result will signal a need for improvement? What score, value or result will signal a need for immediate intervention?)
1. An improved undergraduate ranking by U.S. News & World Report from a fourth-tier to a third-tier national institution; No ranking improvement; A drop from the fourth-tier ranking.
2. A 20% increase in the number of reported media hits and clippings; No increase in the number of media hits and clippings; A 10 percent decrease in media hits and clippings.
3. An increase in the freshman index and SAT scores of applying and incoming freshmen; No increase in these scores; A decrease in these scores.
Data Collection and Analysis Procedures: (How, when, and by whom will data be collected? How will it be analyzed? What will be the product of the analysis?)
1. New undergraduate rankings are released by U.S. News & World Report each fall.
2. A paid-monthly clipping service is used to collect data, in addition to daily media logs kept by the University Relations media relations assistant director.
3. Data is collected by Georgia State Office of Admissions & Office of Institutional Research.
All of the above will be analyzed by the Director of University Relations to determine improvement.
Utilization of Results: (How will results of the analysis be used in planning, decision making, and continuous improvement? What type of actions will be taken based on the analysis results?)
The results will indicate whether the dollars allocated toward increased marketing activities, media visits and pitching have been sufficiently allocated or are more dollars needed. The results also will affect short- and long-range strategic planning as annual goals are developed.
Intended Outcome # 2:
Georgia State University is assured the effective use of Creative Services resources and increased revenues.
Effectiveness Indicators: (What factors/variables/elements will you be measuring to gauge your success at reaching your intended outcome?)
1. An increase in the number of total jobs contracted by the department.
2. Surpass the mandated profit line margin currently at $100,000.00
Success Criteria: (For each indicator described above, what minimum score, value or result will signal success? What score, value or result will signal a need for improvement? What score, value or result will signal a need for immediate intervention?)
1. A 10% increase in the number of total jobs contracted by the department; No increase in the number of jobs; A significant decrease in the number of jobs.
2. Surpass the mandated profit line by 15%; No surpassing of the $100,000 profit line; A significant decrease in the profit line set at $100,000.
Data Collection and Analysis Procedures: (How, when, and by whom will data be collected? How will it be analyzed? What will be the product of the analysis?)
Data and progress will be collected and analyzed at monthly budget meetings within the Creative Services area. A final tally for both indicators will be determined at the end of the fiscal year. Final analysis will be determined by the director of University Relations and the creative services director.
Utilization of Results: (How will results of the analysis be used in planning, decision making, and continuous improvement? What type of actions will be taken based on the analysis results?)
Results will indicate if there is sufficient staff to meet this outcome. Results also will indicate if sufficient marketing of the department’s services to the internal university community are adequate or need to be enhanced.
Intended Outcome # 3:
An annually funded strategic integrated marketing plan for Georgia State University.
Effectiveness Indicators: (What factors/variables/elements will you be measuring to gauge your success at reaching your intended outcome?)
1. The production and placement of marketing materials in local, state and regional markets.
2. Increased cooperation and coordination between University Relations and the six colleges and schools; athletics; development, auxiliary services and the Rialto Center as it pertains to marketing and advertising activities.
Success Criteria: (For each indicator described above, what minimum score, value or result will signal success? What score, value or result will signal a need for improvement? What score, value or result will signal a need for immediate intervention?)
1. Implementation of the plan by the Department of University Relations in conjunction with and supported by the public relations offices of the six colleges/schools, and athletics, development, alumni affairs, auxiliary services and the Rialto Center for the Performing Arts.
2. A designated budget of $100,000 for the first year, $150,000 for the second year and then $200,000 for the third and subsequent years.
3. Georgia State presence via newspaper inserts and advertising, movie theater advertising, radio advertising, billboards and school newspaper advertising.
(Since this activity does not currently exist, there are no comments on the need for improvement or immediate intervention.)
Data Collection and Analysis Procedures: (How, when, and by whom will data be collected? How will it be analyzed? What will be the product of the analysis?)
Data collection and analysis should be both quantitative and qualitative. However, marketing results may not always be tangible as what is received by, for example, a media clipping service. Results may be most evident by increases in enrollment, fundraising, alumni membership and the general and increased branding of the Georgia State University name and logo.
A small, university-wide marketing committee should be created to collect data and analyze results of the marketing plan.
Utilization of Results: (How will results of the analysis be used in planning, decision making, and continuous improvement? What type of actions will be taken based on the analysis results?)
Success will result in the continuation and expansion of the marketing plan and budget that would include a national campaign to coincide with the university’s next capital campaign.