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Rice University:Image and Reputation Survey

Administrators ForumFeb. 12, 2008

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• Objective– Measure awareness of, attitudes about and support

for Rice among opinion leaders in strategic markets – Understand Rice’s standing among target competitors – Understand Rice’s performance in priority areas

• Methodology– Oct. 19 – Oct. 30, 2007– 800 interviews of opinion leaders

• Age 35 and older, college-educated, affluent, civic participants

• 150 in Houston; 150 in greater Texas; 250 East Coast (New York, D.C., Miami); 250 West Coast (San Francisco, Los Angeles, Seattle)

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FindingsFindings

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Competitive SetCompetitive Set

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Overall respondents are familiar with Rice, though intensity lags its competitors

I am going to read you a list of colleges and universities. For each one, please tell me how familiar you are with that college or university. If you have never heard of it or are not sure, please just say so.

Total Familiar

39%

38%

34%

42%

38%

38%

21%

39%

45%

50%

Emory University

Rice University

Duke University

Stanford University

Harvard University 88%

84%

81%

73%

59%

% Very/ Somewhat FamiliarAll respondentsNot

Familiar

12%

16%

19%

25%

37%

Total

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Proximity drives familiarity; Houstonians feel most familiar

I am going to read you a list of colleges and universities. For each one, please tell me how familiar you are with that college or university. If you have never heard of it or are not sure, please just say so.

Total Familiar

48%

37%

41%

41%

15%

34%

12%

19%

78%

39%

West Coast (D)

East Coast (C)

Rest of Texas (B)

Houston (A)

Total 73%

93%CD

90%CD

60%D

49%

% Very/ Somewhat FamiliarRice University

Not Familiar

25%

6%

10%

36%AB

48%ABC

Total

BCD

CD

D

Superscript indicates significant difference at 95% confidence level

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Those who know Rice are favorable – and intensely; more than half are very favorable

Now I am going to read you the same list of colleges and universities. For each one, please tell me how favorable you are, in general, about that particular college or university. Do you feel very favorable, somewhat favorable, somewhat unfavorable or very unfavorable toward … ? [Asked only of those who are familiar with the college or university]

30%

46%

54%

58%

64%

48%

42%

34%

32%

27%

17%

5%

7%

3%

4%

4%

5%

4%

6%

4%

2%

2%

Emory University

Duke University

Rice University

Harvard University

Stanford University

Very favorable Somewhat favorable Don't know/Never heard of Somewhat unfavorable Very unfavorable

Total favorable: 91% Total unfavorable: 5%

Total favorable: 89% Total unfavorable: 8%

Total favorable: 89% Total unfavorable: 5%

Total favorable: 88% Total unfavorable: 7%

Total favorable: 78% Total unfavorable: 5%

All respondents

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Favorability toward Rice is high across markets; intensity drops outside of Texas

Now I am going to read you the same list of colleges and universities. For each one, please tell me how favorable you are, in general, about that particular college or university. Do you feel very favorable, somewhat favorable, somewhat unfavorable or very unfavorable toward … ? Base: those who are familiar with Rice, Houston N=143, Rest of Texas N=146; East Coast N=196; West Coast N=158

20%

28%

68%

85%

54%

55%

50%

31%

11%

34%

15%

15%

1%

1%

7%

8%

5%

1%

3%

4%

1%

West Coast (D)

East Coast (C)

Rest of Texas (B)

Houston (A)

Total

Very favorable Somewhat favorable Don't know/Never heard of Somewhat unfavorable Very unfavorable

Total favorable: 89% Total unfavorable: 5%

Total favorable: 97% Total unfavorable: 3%

Total favorable: 98% Total unfavorable: 1%

Total favorable: 79% Total unfavorable: 6%

Total favorable: 75% Total unfavorable: 10%

Rice University

Superscript indicates significant difference at 95% confidence level

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Media Environment Media Environment & Connections& Connections

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Most respondents do not have any connection to Rice University

2%

3%

3%

4%

11%

12%

21%

63%

2%Don't know/refused

Have a child who is a current or former student at Rice

Work at or with Rice University

Have a degree from Rice

Make charitable contributions to Rice

Have a spouse or close family member who attendedRice

Attend Rice sporting events

Follow Rice sporting events in the news

No connection

Total

In which of the following ways, if any, are you connected with Rice University? Do you … ?

37% have some connection to Rice

All respondents

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A connection to Rice leads to increased familiarity and favorability

O indicates significant difference from those with no connection at 95% confidence level

29%

24%

74%

67%

35%

38%

19%

26%

Favorability

Familiarity

Favorability

Familiarity

Total familiar: 93%

Total favorable: 94%

Connection

No connectionTotal familiar: 62%

Total favorable: 64%

% Very/Somewhat Positive Response

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Reputation, athletics and science programs are top-of-mind associations with Rice

13%

3%

4%

4%

4%

4%

7%

7%

9%

11%

12%

48%

3%

6%

3%

3%

Don't know

Nothing

Other

Good faculty/professors

In the south

Private

Good location

It is a liberal arts school

Good value for the tuition dollar

Beautiful campus

Small school

I attended/know someone who attended

Tough to get accepted

Science programs

Athletics

Reputation

When you think of Rice University, what comes to mind?Base: those who are familiar with Rice, Total N=643

Total familiar: 73% of all respondents

Reputation is largely driven by perceptions

of academic excellence (32%)

All respondents

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Outside of Houston, there is a soft news environment for Rice University

32%

63%

34%

10% 12%

67%

36%

66%

89% 87%

Total Houston (A) Rest ofTexas (B)

East Coast(C)

West Coast(D)

Yes No

Have you seen, heard or read anything recently about Rice University?Base: those who are familiar with Rice, Total N=643; Houston N=143; Rest of Texas N=146; East Coast N=196; West Coast N=158

BCD

CD

AB AB

Prospects (39%) and very affluent respondents (35%) are most likely to have heard something recently

Superscript indicates significant difference at 95% confidence level

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News recall focuses on sports and lacks specificity

16%

3%

3%

3%

4%

4%

4%

4%

6%

6%

6%

7%

8%

8%

36%

1%Don't know

Other

Know someone applying

News about its medical center

News about research projects

That it is highly ranked/prestigious

News about the James Baker Institute

News about student recruitment

I recently visited Rice

News about Rice alumni

Receive brochures from Rice

Something about a professor

Rice is under construction

News about the programs at Rice

News general

News about sports

What did you see, hear or read? Anything else?Base: Respondents who had seen, heard, or read anything recently about Rice, Total N=176

Respondents across geographies cited news about sports. On the West Coast, most

recalled general news (note: small n size on the

West Coast. N=20)

All respondents

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Overall, respondents most often get Rice news from their local paper

12%

3%

3%

7%

8%

14%

16%

19%

19%

43%

2%Don't know/refused

Other

Magazines

NPR

Friends and family who work at or attend theUniversity

Local radio

University publication

Friends and family

The Internet

Local television news

Local newspaper

Where did you see, hear or read this news about Rice UniversityBase: Respondents who had seen, heard, or read anything recently about Rice, Total N=176

All respondents

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When respondents do hear or see news about Rice, it drives positive feelings

35%

11%

36%

30%

30%

29%

47%

26%

33%

32%

32%

32%

36%

28%

31%

11%

2%

2%

3%

2%

West Coast (D)

East Coast (C)

Rest of Texas (B)

Houston (A)

Total

Much more favorable Somewhat more favorable Neither more nor less favorableSomewhat less favorable Much less favorable

Total more favorable: 62% Total less favorable: 4%

Total more favorable: 63% Total less favorable: 4%

Total more favorable: 61% Total less favorable: 2%

Total more favorable: 57% Total less favorable: 11%

Total more favorable: 63% Total less favorable: 5%

C

C

Did this information – what you saw, read or heard about Rice University – make you much more favorable, somewhat more favorable, somewhat less favorable or much less favorable?Base: Respondents who had seen, heard, or read anything recently about Rice, Houston N=90, Rest of Texas N=47, East Coast N=19, West Coast N=20 (note: small N size for East and West Coast respondents)

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Performance & Goals

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Respondents prioritize a high-quality education and world-class faculty

Now I am going to read you some goals a PRIVATE college or university may have may have. Using a scale of 1 to 10, where a 1 is “not at all important” and a 10 is “very important,” please tell me how important you feel each of the following goals should be for a private college or university.

42%

46%

52%

53%

55%

80%

Offers students a strongcampus community and active

campus life

Offers a wide range of majorsand academic experiences

Maintains a low student tofaculty ratio

Offers a good value for themoney

Has world class faculty andresearchers

Providing high qualityundergraduate education

96%

85%

86%

% Very (9-10)/ Somewhat (7-8) ImportantFirst Tier Goals

All respondents

88%

85%

85%

First tier goals are those about which respondents feel most intense – that is have the highest percentage saying “very important”

Total

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State of the art classrooms and research are second-tier priorities

Now I am going to read you some goals a PRIVATE college or university may have may have. Using a scale of 1 to 10, where a 1 is “not at all important” and a 10 is “very important,” please tell me how important you feel each of the following goals should be for a private college or university.

% Very (9-10)/ Somewhat (7-8) Important

30%

32%

35%

36%

36%

36%

37%

37%

Provides an undergraduate education that emphasizes thehumanities

Has world class professional schools such as medicine andlaw

Provides an undergraduate education that emphasizesscience and technology

Has an increasingly diverse student body

Has world class professional schools such as architecture,business and music

Is highly ranked among other colleges and universitiesacross the country

Conducts cutting edge research

Is expanding state of the art classrooms, labs and otherfacilities

80%

76%

74%

Second Tier GoalsAll respondents

77%

73%

76%

70%

73%

Total

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Third tier goals lack intensity

24%

Now I am going to read you some goals a PRIVATE college or university may have may have. Using a scale of 1 to 10, where a 1 is “not at all important” and a 10 is “very important,” please tell me how important you feel each of the following goals should be for a private college or university.

5%

15%

18%

21%

Is increasing the size of thestudent body

Is as prestigious as IvyLeague schools

Is located in a city or town thatoffers lots of educational andentertainment opportunities

Has an appealing andattractive campus

69%

49%

% Very (9-10)/ Somewhat (7-8) Important

Third Tier GoalsAll respondents

57%

Total

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Those familiar with Rice describe it as providing a high-quality education

Now I’d like to read you the same list and ask you how well that describes Rice University. Using a scale of 1 to 10 where 1 is “does not describe at all” and 10 is “describes completely,” please tell me how well that attribute or phrase describes Rice University.Base: those familiar with Rice, N=643

34%

46%

48%

27%

31%

25%

26%

33%

22%

25%

30%

32%

34%

39%

Conducts cutting edge research

Has world class faculty and researchers

Has an appealing and attractive campus

Provides an undergraduate education thatemphasizes science and technology

Is highly ranked among other colleges anduniversities across the country

Is located in a city or town that offers lots ofeducational and entertainment opportunities

Provides a high-quality undergraduate education 74%

67%

72%

60%

64%

First Tier Descriptions

57%

% Very (9-10)/ Somewhat (7-8) DescribesAll respondents

Neutral/DK

25%

30%

26%

38%

35%

41%

Total

First tier descriptors are those about which respondents feel most intense – that is have the highest percentage saying “describes very well”

59% 38%

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On a second tier, respondents describe Rice as prestigious and a value

Neutral/DK

Now I’d like to read you the same list and ask you how well that describes Rice University. Using a scale of 1 to 10 where 1 is “does not describe at all” and 10 is “describes completely,” please tell me how well that attribute or phrase describes Rice University.Base: those familiar with Rice, N=643

26%

29%

30%

36%

30%

24%

25%

29%

22%

25%

27%

27%

Maintains a low student to faculty ratio

Offers a wide range of majors and academicexperiences

Offers students a strong campus community andactive campus life

Has world class professional schools such asarchitecture, business and music

Offers a good value for the money

Is as prestigious as Ivy League schools 57%

52%

51%

56%

52%

Second Tier Descriptions% Very (9-10)/ Somewhat (7-8) DescribesAll respondents

33%

44%

44%

43%

47%

Total

61% 36%

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Respondents are least likely to describe Rice as having a growing student body

23%

Neutral/DK

47%

56%

51%

70%

Now I’d like to read you the same list and ask you how well that describes Rice University. Using a scale of 1 to 10 where 1 is “does not describe at all” and 10 is “describes completely,” please tell me how well that attribute or phrase describes Rice University.Base: those familiar with Rice, N=643

19%

16%

21%

24%

22%

28%

7%

15%

20%

20%

Is increasing the size of the student body

Has world class professional schools such asmedicine and law

Has an increasingly diverse student body

Is expanding state of the art classrooms, labs andother facilities

Provides an undergraduate education thatemphasizes the humanities

48%

42%

43%

Third Tier Descriptions% Very (9-10)/ Somewhat (7-8) DescribesAll respondents

Total

36% 47%

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The ability to rate Rice diminishes with distance

Now I’d like to read you the same list and ask you how well that describes Rice University. Base: those who are familiar with Rice, Total N=643; Houston N=143; Rest of Texas N=146; East Coast N=196; West Coast N=158

• Houston and Texas respondents see Rice as high-quality, highly ranked and well-located

• East and West Coast respondents often do not know how to describe Rice. They are more likely than Houston and Texas respondents to say they “don’t know” if an attribute describes Rice. They are not more likely to say an attribute does not describe Rice

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LocationLocation

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The majority – even those outside of Texas – have visited Houston before

77%

97% 98%

60%54%

23%

3% 2%

40%46%

Total Houston (A) Rest ofTexas (B)

East Coast(C)

West Coast(D)

Yes No

Have you ever been to Houston, TX?

CD

CD

ABAB

CD

Superscript indicates significant difference at 95% confidence level

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Outside of Texas, the Houston location does not impact feelings toward Rice

7%

7%

17%

53%

21%

11%

16%

18%

19%

16%

52%

50%

40%

20%

41%

17%

12%

19%

3%

13%

6%

3%

8%

10%

11%

West Coast (D)

East Coast (C)

Rest of Texas (B)

Houston (A)

Total

Much more favorable Somewhat more favorable Neither more nor less favorableSomewhat less favorable Much less favorable

Total more favorable: 37% Total less favorable: 20%

Total more favorable: 72% Total less favorable: 6%

Total more favorable: 35% Total less favorable: 25%

Total more favorable: 23% Total less favorable: 23%

Total more favorable: 18% Total less favorable: 27%

BCD

BC

As you may or may not know, Rice University is located in Houston, TX. Hearing that, does that make you feel more favorable or less favorable about Rice University?

D

A A

AB A A

AAAB

67% of those who know Rice say being “located in a city or town that offers lots of educational and entertainment opportunities” describes the University

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Conclusions Conclusions & Implications& Implications

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Positive Starting Point

• Rice University enjoys a relatively positive position across markets

– At least half in all markets are aware of Rice

– Those who know Rice are positive

– No entrenched negatives

– Quality (in academic offerings, faculty and student experiences) is associated with Rice across markets

– Location is seen as having either a neutral or positive impact

– Familiarity breeds positive reactions: Houston respondents are more likely to feel favorably toward Rice and to rate Rice higher on attributes

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Areas for Work

• Rice will need to reinforce positives within Texas outside of Houston

• In East and West Coast markets, Rice must introduce itself to key audiences

– Awareness of Rice is lower in East and West Coast markets

– Though overall levels are high, there is a lack of intensity in favorability levels among those who know Rice in these markets

– The media environment tends to be soft – recall of Rice in the news is vague or athletics-driven

– While negatives are not entrenched, many feel unable to rate Rice on key performance metrics

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