University Advancement
ACADEMIC REPORT FOR 2005-2006
1. 2005-2006 Highlights
a. Programmatic achievements
In addition to introducing many new projects and tactics, University Advancement created systems for better centralized support around campus.
· Introduced the university’s first-ever research magazine, Terra, and built a format that reinforces the five thematic areas of the strategic plan, the federal research agenda and priorities in the University Campaign.
· Enhanced communications support for colleges: new print collateral and standardized branding system were developed for the Colleges of Liberal Arts, Science, Pharmacy, Agricultural Science, University Honors College, International Programs, Institute for Natural Resources, Business Solutions Group and Academy for Teaching and Learning.
· Strengthened internal pride and communications with Jefferson Street banners, Faces of OSU and Brilliance in the Classroom campaigns and enhanced OSU Today, OSU This Week and a new MyOSUNews electronic newsletter.
· Completed a Clean Sweep image campaign that encouraged the use of the current logo and graphic identity system and ended the use of the old system.
· Partnered with OSU Athletics to build a new identity system, uniform designs and campaign featuring OSU athletes in academic settings.
· Produced and created a media strategy for new radio and television advertisements and print ads that focused on the five thematic areas of the strategic plan.
· Assumed responsibility for the Licensing and Trademark Program and increased revenue from the program.
· Revamped University Day and created a new strategy that attracted more than 1,000 to the opening fall events.
· Built strong relationships with media throughout Oregon, Seattle, San Francisco, Los Angeles and Washington, DC.
b. Faculty Recognition and Awards
· University Advancement received several awards from the Council for the Advancement and Support of Education in 2005-06 for works ranging from advertisements to banners to research communications.
· Promoted numerous faculty awards and honors throughout the year to media around Oregon and created both internal communications and events strategies to better recognize recipients.
c. Student recognition and awards
· Continued to distribute OSU Honor Roll lists to media throughout Oregon, resulting in student academic achievement being spotlighted in students’ hometown newspapers.
· Numerous other news releases spotlighting student awards and scholarships promoted throughout the year.
2. Strategic Plan Implementation
a. Focus for 2005-2006: Enhancing student success, increasing research and outreach, and enhancing diversity and community
b. Summarize major unit activities during 2005-06 that helped promote one or more of the five thematic areas.
The University Advancement Division created a complex message system based on the five thematic areas of the strategic plan and the core values as noted above. Understandable sub-messages were developed and faculty with expertise in defined areas were identified, contacted and interviewed by various UA staff - many trained in media relations, and receiving conscious promotional strategies that were used to promote the core values and strengths of OSU. The messages structure was used comprehensively by every UA department. Yearly evaluations of each member of the staff included an accountability for moving the strategic plan and its core values forward in their areas of expertise. Communicators throughout campus who were not part of the central unit, were trained in using the system. For the first time, OSU worked from a common set of messages used across campus and in related ways. Among the tactics used in UA:
· The OSU Homepage and the feature stories
· Terra, the new research magazine, actually formatted to mirror the core messages of the strategic plan
· Internal communications, e.g., six strategic research initiative posters, five strategic theme posters, OSU This Week stories on six initiatives and core research areas
· Integration of messages into recruiting publications
· UA divisional understanding of strategic plan through monthly brown bag discussions with key faculty
· UA Diversity Action Plan – updated and in new format
· Support for International Programs (print and Web)
· New Parents Web site
· New International Students Web site
· New Admissions Web site
· New University Advancement Web site
· Focused national media relations effort to promote faculty with expertise in each area
· Focused special promotional efforts behind announcement of dual-enrollment agreements with community colleges around Oregon, giving the university visibility and an enhanced, recognized connection to various communities. This effort also gave us the opportunity to reinforce the message that OSU is making good on the promise to complete agreements with all of Oregon’s 17 community colleges, and thus provide a smoother path to access and academic success for Oregon students.
· Promoted OSU’s new Carnegie Foundation designation; significant coverage included a section-front Register-Guard feature, reinforcing OSU’s primacy as a research university in the home community of the state’s ‘flagship’ university.
· Promoted multiple diversity-oriented events and initiatives throughout the year ranging from guest speakers, such as Martin Luther King III, to Queer Pride Week.
c. Summarize major accomplishments for 2005-2006 in support of the OSU Capital Campaign
· Distribution to external media of multiple campaign news releases announcing various gifts and beginning to raise awareness of purposes and goals of the campaign.
· Media trip to Washington, D.C., included meeting with editor and managing editor of the Chronicle of Philanthropy and establishment of regular communications to draw national attention to our development efforts within the higher education and nonprofit communities.
· Incorporated stories in Terra about pending Campaign priorities including the Life Sciences Building, Scholarships/Fellowships and Endowed Faculty positions.
· Focus on faculty who will advance the understanding of the Campaign’s projects including separate national media campaigns for every principal in the Linus Pauling Institute; the addition of a special inside back cover section of Terra dedicated to endowed faculty positions; featured scholarship and Honors College students on the Jefferson Street banners.
· Contributed to the selection of and message development exercises with Kelsh Wilson.
3. Other initiatives and their outcomes [e.g., Faculty/Staff Professional Development
Activities]
· More engaged participation in Enrollment Management Committee and admissions marketing efforts including support for the Hispanic and out-of-state initiatives.
· Vice President completed tour of state, visiting every experiment stations and most extension offices, building an understanding of the comprehensive nature of the University.
· Vice President and News and Communications staff have met individually with more than 100 faculty and have provided media training to approximately 75 additional faculty.
· Increased participation in training sessions through national professional organizations.
4. Scorecard- Unknown to University Advancement?
5. Assessment of your 2005-2006 Priorities
Provide a brief assessment of your 2005-2006 priorities, including a self-assessment of what worked and what did not, and lessons learned.
6. Proposed Priorities for 2006-2007
Please provide me in no more than two pages what your 4-5 priorities are for 2006-2007. Keep in perspective the outcome of our June retreat—a greater emphasis on student engagement and success, as well as other areas important to our success: research/scholarship and outreach, diversity and community and the capital campaign