www.krcresearch.com the university of minnesota: annual image and reputation survey 2007

39
www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

Upload: todd-sherman

Post on 22-Dec-2015

212 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com

The University of Minnesota:Annual Image and Reputation Survey2007

Page 2: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 2

Research Objectives• Explore perceptions and attitudes toward the U

• Understand similarities and differences in opinions among key audiences and over time

• Identify trends in attitudes about and support for the U

• Understand the U’s performance in selected areas

• Determine the breakthrough and resonance of the U’s marketing campaign “Driven to Discover”

• Understand which components of the campaign have the most traction

Page 3: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 3

MethodologyDATA COLLECTION: December 4 – December 11, 2006

SAMPLE SIZE: 882 adults in Minnesota, ages 25 and older including samples of 167 opinion leaders (college-educated, news attentive, affluent, registered voters)and 230 Rochester, MN residents

SAMPLE: Sample is representative of MN adult population, drawn with a “random digit dial” methodology in which each residential telephone has an equal probability of being reached

MARGIN OF ERROR: +/- 3.3% at the 95% confidence level for the entire sample, +/-6.5% among opinion leaders

SIGNIFICANCE TESTS: Where a difference is noted as statistically significant ( ), it is computed at the 95% confidence level

WEIGHTING: Data was weighted by age and education to ensure an accurate representation of the Minnesotan adult population

Page 4: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com

Executive Summary

Page 5: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 5

Executive Summary• The overall reputation and position of the U remains solid

• The U continues to have a stronghold on:

– Providing a high quality graduate and professional education

– Having a world-class medical school

– Providing a high quality undergraduate education

– Providing a good value for the tuition dollars

– Discovering cures for chronic diseases

• However, financial management and tuition sensitivities continue to be areas of tension for the U

• The “Driven to Discover” campaign is realizing some early success – and should continue to stay the course

Page 6: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com

Attitudes, Perceptions & Connections

Page 7: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 7

A majority are satisfied with the U, but feelings are not intense

Now, on a scale from 1 to 5, where a 1 is “very dissatisfied” and a 5 is “very satisfied,” how would you rate your overall satisfaction with the University of Minnesota?

20%

20%

35%

30%

38%

42%

7%

5%

Opinion Leaders2006

Total 2006

Very satisfied Somewhat satisfied Neutral/Don't know Somewhat dissatisfied Very dissatisfied

Mean

3.69

3.71

Total satisfied: 50%

Total satisfied: 54%

Total dissatisfied: 8%

Total dissatisfied: 7%

As in the past, dissatisfaction

levels are extremely low

A majority is also favorable toward the U – 56% of adults, 65% of opinion leaders. The intensity (those saying “very favorable”) has increased significantly since 2005 (25% from 20%).

Page 8: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 8

Satisfaction with the U has remained steady over the last four years

50% 54% 49%57%

29%33%

-7% -7% -8% -8%

30% 33%

December 2006 December 2005 December 2004 December 2003*

D

3.6MEAN: 3.6

On a scale from 1 to 5, where a 1 is “very dissatisfied” and a 5 is “very satisfied,” how would you rate your overall satisfaction with the University of Minnesota?

*2003 data from a survey conducted by Frank N. Magid Associates, Inc.

3% Not Sure10% Not Sure

3.7

9% Not Sure

Neutral (3)

Dissatisfied (1 OR 2)

Total satisfied (4 OR 5)

Neutral (3)

Dissatisfied (1 OR 2)

Total satisfied (4 OR 5)

Neutral (3)

Dissatisfied (1 OR 2)

Total satisfied (4 OR 5)

3.7

12% Not Sure

Page 9: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 9

Overall reputation and personal connections are key reasons behind favorable feelings

What are the main reasons you feel favorable toward the University of Minnesota?Base: those who feel favorably toward the University, N=526

3%

7%

4%

1%

2%

3%

4%

2%

6%

5%

7%

9%

9%

9%

11%

29%

47%

1%

2%

3%

3%

3%

4%

6%

6%

7%

8%

10%

14%

27%

44%

5%

13%

1%

1%

Don't know

Other

I have heard good things

Graduates get good jobs

It is fiscally responsible

I work(ed)/know someone who work(ed) for the U

I don't hear many negative things

It improves the quality of life in Minnesota

It is affordable

It has a good faculty/staff

It is doing a good job (general)

It has a good medical school

It is local/in Minnesota

Sports/sporting events

Offers a diverse education

Good research department/programs

I/friend/family graduated from the U

It is a good school

2006

2005

Total favorable: 56% of Minnesotans

While opinion leaders mirror respondents

overall, they are significantly more likely to mention a

“good research department” (20%)

Page 10: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 10

Sports controversies and tuition issues drive negative feelings – a shift from 2005

What are the main reasons you feel unfavorable toward the University of Minnesota?Base: Those who feel unfavorably toward the University. Please note small base size, N=67

29%

13%

8%

19%

2%

4%

6%

10%

13%

14%

20%

23%

8%

23%

14%

2%

36%

0%

0%

Don't know

Other

They are too political

Bad personal experience

The U is too large

It wastes too much money

There is not enough emphasis on education

It is too liberal/doesn't share my values

The tuition is too high

Sports/coaches/coaches salaries

2005 2006

Total unfavorable: 8% of Minnesotans

Top 2005 explanations of dissatisfaction

Page 11: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 11

Minnesotans overwhelmingly support strategic positioning

40%

4%

7%Don't know

Oppose

Favor

The University of Minnesota has undertaken an initiative to become one of the world’s top three public research universities. This initiative is aimed at increasing educational outcomes for students, recruiting the best faculty, and strengthening medical, scientific and economic benefits to Minnesotans. Do you favor or oppose this initiative?

Opinion leaders are similar to

respondents overall: 80% favor and 11% oppose

82%

11%

Page 12: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 12

While Minnesotans see the U as a good value, there has been some erosion

Thinking specifically about tuition at the University of Minnesota, does the University offer a very good value for the money, a somewhat good value, not a very good value, or a poor value for the education they receive?

20% 28%

51%51%

-9% -6%

-2%-4%

December 2006 December 2004

O indicates significant difference from 2006 data at 95% confidence level

79%TOTAL GOOD VALUE:

71%

Very good value

Somewhat good value

Not a very good value

Poor value

Minnesotans divide blame between the U (26%), market conditions (21%) and state government (19% the legislature, 18% the governor)

Page 13: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 13

Opinion leaders are more likely to be – and in more ways – connected to the U

1%

29%

1%

2%

11%

19%

23%

23%

38%

2%

44%

1%

2%

7%

11%

11%

17%

28%

Don't know/refused (VOL)

None (VOL)

Family member works at the U

Friend or family member attend(ed) the U

Work with the U on a professional basis

Make charitable contributions to the U

Have a degree from the University

Child is a current or former student at the U

Attend sporting events at the University

Total

Opinion Leaders

In which of the following ways are you connected with the University of Minnesota? Do you …?

O indicates significant difference from the general public at 95% confidence level

Half (51%) of Minnesotans have a connection to the U, as well as 67% of opinion leaders.

This is similar to our finding last year.

Page 14: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 14

As seen in years past, a connection to the U creates positive feelings

15%

20%

24%

29%

26%

28%

33%

34%

Satisfaction

Favorability

Satisfaction

Favorability

Total favorable: 63%

Total satisfied: 58%

Connection

No connection

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

Total favorable: 48%

Total satisfied: 41%

% Very/Somewhat Positive Response

Page 15: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com

Media Environment

Page 16: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 16

54%46%

82%

18%

50% 49%60%

40%

Yes No

Total Opinion Leaders

A majority of Minnesotans have heard or read something recently about the U

Have you seen, heard or read anything recently about the University of Minnesota?

More likely to hear news about the U:College graduates (70%)Men 50+ (65%) Have a connection to the U (62%) Child is a former Student (60%)Adults 35+ (57%)Prospective Students (55%)

20052006 20052006

Less likely to hear news about the U: Adults under 35 years old (59%) Adults without a college degree (57%)No university connection (55%) Child is not a former Student (51%)

O indicates significant difference from the general public at 95% confidence level

22 point increase from last year

Page 17: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 17

News recall tends to focus on sportsWhat did you see, hear or read? Anything else?Base: Respondents who had seen, heard, or read anything recently about the University, N=524

5%

7%

5%

3%

2%

1%

1%

5%

1%

9%

8%

24%

0%

5%

0%

0%

2%

3%

3%

4%

4%

4%

5%

13%

18%

33%

34%

23%Don't know

Hockey team and underage drinking

Negative news about the U's research

Positive news about the U's research

About the medical school (general)

Making it a better school

About the President/about the President's salary

About various programs (general)

News (general)

Expanding to Rochester

Tuition increases

New stadium

About sports

Basketball coach

2005 2006

Similar trends were seen among opinion leaders

year on year. The impact of the news recalled on feelings toward the U tends

to be positive to neutral

O indicates significant difference from 2005 at 95% confidence level

Page 18: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com

Performance & Goals

Page 19: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 19

As in years past, residents prioritize a high quality education at a good value

Now I am going to read you some goals the University of Minnesota 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 the University of Minnesota.

50%

55%

58%

61%

61%

61%

62%

Creating a well-trained workforce in the state

Discovering cures for chronic diseases

Having a world-class medical school

Provides a good value education for the tuition dollars

Being a good manager of financial resources

Providing high quality graduate and professional education

Providing high quality undergraduate education 87%

81%

81%

85%

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

First Tier GoalsAmong all respondents

88%

82%

82%

Page 20: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 20

On second tier goals, Minnesotans prioritize research and creating jobs

Now I am going to read you some goals the University of Minnesota 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 the University of Minnesota.

31%

40%

43%

43%

45%

48%

Providing public services to Minnesotans, such as healthcare, extension, the Arboretum and the Bell Museum

Discovering innovative solutions to world problems, like

energy shortages

Helping keep the state's economy strong

Creating jobs and businesses in the state

Being one of the top three research univsersities in theworld

Conducting research to improve Minnesotans' quality of life 79%

71%

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

Second Tier GoalsAmong all respondents

72%

73%

71%

66%

Page 21: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 21

Minnesotans see the U as having a world-class medical school and offering a quality education

Now I’d like to read you the same list and ask you how well that describes the University of Minnesota. 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 the University of Minnesota.

24%

35%

33%

37%

36%

39%

42%

32%

23%

23%

25%

27%

Discovers cures for chronic diseases

Provides public services to Minnesotans, such ashealth care, extension, the Arboretum and the Bell

Museum

Conducting research that improves Minnesotans'quality of life

Providing high quality undergraduate education

Providing high quality graduate and professionaleducation

Having a world-class medical school 67%

69%

64%

59%

60%

First Tier Descriptions

55%

% Very (9-10)/ Somewhat (7-8) DescribesAmong all respondentsNeutral/

DK

27%

25%

29%

33%

31%

37%

Total

“Conducting research …” as a descriptor has risen significantly since 2005

Page 22: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 22

17%

20%

22%

27%

27%

33%

35%

36%

38%

23%

20%

18%

14%

13%Is a good manager of finacial resources

Discovers innovative solutions to world problems, likeenergy shortages

Helps keep the state's economy strong

Creates jobs and businesses in the state

Provides a good education for the tuition dollars

Creates a well-trained workforce in the state

One of the top three research universities in the world

The U is less likely to be described as a good financial manager

Now I’d like to read you the same list and ask you how well that describes the University of Minnesota. 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 the University of Minnesota.

45%

58%

55%

53%

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

Among all respondentsNeutral/

DK

38%

33%

31%

36%

51% 38%

40% 45%

40% 40%

Total

Page 23: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 23

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75%

Very important

Completely or Somewhat Describes

Gap Analysis: Important vs. Describes

Providing public services to Minnesotans, such as health care, extension, the Arboretum and the Bell Museum

Creating jobs and businesses in the state

Helping keep the state's economy strong

Discovering innovative solutions to world problems, like energy shortages

Being one of the top three research universities in the world

Conducting research that improves Minnesotans' quality of life

Being a good manager of its financial resources

Provides a good value education for the tuition dollars

Discovering cures for chronic diseases

Creating a well-trained workforce in the state

Having a world-class medical school

Providing high-quality undergraduate education

Providing high-quality graduate and professional education

Minnesota General PublicLess important, describes more

Less important, describes less

More important, describes more

More important, describes less

Page 24: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 24

Gap Analysis: General Public, Opinion Leaders

Less important, describes more More important, describes more

General Public Opinion Leaders General Public Opinion Leaders

•Providing public services to Minnesotans, such as health care, extension, the Arboretum and the Bell Museum•Conducting research that improves Minnesotans' quality of life •Creating jobs and businesses in the state •Helping keep the state's economy strong

•Providing public services to Minnesotans, such as health care, extension, the Arboretum and the Bell Museum•Conducting research that improves Minnesotans' quality of life •Creating jobs and businesses in the state •Helping keep the state's economy strong

•Providing high-quality graduate and professional education •Having a world-class medical school•Providing high-quality undergraduate education •Provides a good value education for the tuition dollars •Creating a well-trained workforce in the state •Discovering cures for chronic diseases

•Providing high-quality graduate and professional education •Having a world-class medical school•Providing high-quality undergraduate education•Provides a good value education for the tuition dollars •Creating a well-trained workforce in the state•Discovering cures for chronic diseases

Less important, describes less More important, describes less

General Public Opinion Leaders General Public Opinion Leaders

•Being one of the top three research universities in the world •Discovering innovative solutions to world problems, like energy shortages

•Being one of the top three research universities in the world •Discovering innovative solutions to world problems, like energy shortages

•Being a good manager of its financial resources

•Being a good manager of its financial resources

Page 25: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com

Driven to Discover Campaign

Page 26: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 26

Advertising is penetrating – those who have heard of the campaign largely cite TV, newspaper ads or university publications

Where did you see, hear or read about this campaign? Base: Respondents who had seen, heard, or read anything recently about the Driven to Discover campaign. Please note small base size. Total N=55, Opinion Leader N=23

12%

2%

5%

9%

12%

13%

18%

25%

26%

7%

22%

22%

22%

18%

6%

7%

21%

21%

The Internet

A community event

Family and friends

Radio

A University publication

Local television news

Local newspaper

A newspaper advertisement

A television advertisement

Total

Opinionleaders

Page 27: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 27

Unprompted, those aware have highest recall of the U’s goals and research efforts

What did you learn about the University from this campaign? Anything else? Base: Respondents who had seen, heard, or read anything recently about the Driven to Discover campaign. Please note small base size. Total N=55, Opinion Leader N=23

28%

5%

19%

1%

3%

5%

10%

17%

21%

10%

15%

13%

22%

33%

17%

4%

3%

0%

Don't know

Nothing

Other

Driven to Discover

Need more money/funding

They are trying to improve their image

Learned what they are trying to do at the University

Want people to become aware of their research efforts

Striving to become world class/best in the world

Total

Opinionleaders

Page 28: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 28

When prompted, four in ten recall information about the U’s search for cures to chronic diseases

Now I’m going to read you some more statements about the University of Minnesota. For each statement, please tell me whether or not you have heard or seen anything about that recently.

31%

46%

23%

25%

38%

25%

The University is driven to discover

The University of Minnesota discoverssolutions to world problems such as

energy shortages

The University of Minnesota discoverscures for Alzheimers and other chronic

diseases

Total

Opinionleaders

Page 29: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 29

Importantly, message recall is significantly higher in targeted DMAs

Now I’m going to read you some more statements about the University of Minnesota. For each statement, please tell me whether or not you have heard or seen anything about that recently.Base: Targeted DMAs N=786, Non-targeted DMAs N=96

18%

22%

25%

26%

41%

13%

The University is driven to discover

The University of Minnesota discoverssolutions to world problems such as

energy shortages

The University of Minnesota discoverscures for Alzheimers and other chronic

diseases

Non-Target DMAs Targeted MN DMAs

Page 30: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 30

24%

22%

23%

24%

25%

27%

20%

23%

27%

34%

31%

36%

22%

18%

14%

11%Non-targeted DMA

Targeted DMA

Non-targeted DMA

Targeted DMA

Non-targetd DMAs

Targeted DMAs

Non-targetd DMAs

Targeted DMAs

Though not statistically significant, targeted DMAs trend better on key campaign attributes

Now I’d like to read you the same list and ask you how well that describes the University of Minnesota. 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 the University of Minnesota.

60%

53%

56%

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

50%

45%

38%

Total

41%

36%

Conducts research that improves Minnesotans’ quality of life

Discovers cures for chronic diseases

Is one of the top three research universities in the world

Discovers innovative solutions to world problems, like energy shortages

Page 31: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 31

Gap Analysis: Important vs. Describes

35%

40%

45%

50%

55%

60%

65%

70%

75%

30% 35% 40% 45% 50% 55% 60% 65% 70%

Very important

Completely or Somewhat Describes

Providing public services to Minnesotans, such as health care, extension, the Arboretum and the Bell Museum

Creating jobs and businesses in the state

Helping keep the state's economy strong

Discovering innovative solutions to world problems, like energy shortages

Being one of the top three research universities in the world

Conducting research that improves Minnesotans' quality of life

Being a good manager of its financial resources

Provides a good value education for the tuition dollars

Discovering cures for chronic diseases

Creating a well-trained workforce in the state

Having a world-class medical school

Providing high-quality undergraduate education

Providing high-quality graduate and professional education

Target Media MarketsLess important, describes more

Less important, describes less

More important, describes more

More important, describes less

Page 32: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 32

Gap Analysis: Targeted DMAs, Rest of Minnesota

Less important, describes more More important, describes more

Target MN DMA’s Remaining MN DMA’s Target MN DMA’s Remaining MN DMA’s

•Conducting research that improves Minnesotans' quality of life •Providing public services to Minnesotans, such as health care, extension, the Arboretum and the Bell Museum•Creating jobs and businesses in the state •Helping keep the state's economy strong

•Conducting research that improves Minnesotans' quality of life •Providing public services to Minnesotans, such as health care, extension, the Arboretum and the Bell Museum

•Providing high-quality graduate and professional education •Providing high-quality undergraduate education •Having a world-class medical school•Provides a good value education for the tuition dollars •Creating a well-trained workforce in the state •Discovering cures for chronic diseases

•Providing high-quality graduate and professional education •Providing high-quality undergraduate education •Having a world-class medical school•Provides a good value education for the tuition dollars •Creating a well-trained workforce in the state •Discovering cures for chronic diseases

Less important, describes less More important, describes less

Target MN DMA’s Remaining MN DMA’s Target MN DMA’s Remaining MN DMA’s

•Discovering innovative solutions to world problems, like energy shortages•Being one of the top three research universities in the world

•Creating jobs and businesses in the state •Helping keep the state's economy strong•Discovering innovative solutions to world problems, like energy shortages•Being one of the top three research universities in the world

•Being a good manager of its financial resources

•Being a good manager of its financial resources

Page 33: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com

Conclusions & Implications

Page 34: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 34

Stable, Strong Foundation• The University of Minnesota continues to enjoy an

overall positive reputation

– More than half of Minnesotans continue to be satisfied with and favorable toward the U

– Negatives remain very low

– The network of personal connections to the U remains solid and very supportive of the U

– Education quality continues to be a key differentiator

– One in four of parents with children at home plan for their child to attend the U in the future

Page 35: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 35

Initial Campaign Success• An early read on the “Driven to Discover” campaign

shows initial traction

– Majorities of Minnesotans see the underlying goals of the campaign as important (becoming a top research university, conducting research to improve lives, discovering cures for diseases and other world problems)

– Key messages have early traction, particularly in targeted media markets

– Minnesotans are significantly more likely to believe that the U conducts research to improve their lives

Page 36: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 36

Some Points of Concern• Past points of concern linger

– Though overall levels are high, there continues to be a lack of intensity in satisfaction and favorability levels

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

– Financial management remains a point of sensitivity (though nothing specific emerges in exploration of dissatisfaction)

– Affordable tuition continues to be a top priority, but a low performance attribute and the U takes a good share of the blame for rising tuition costs

Page 37: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 37

Moving Forward: “Driven to Discover”

• As early impact is evident, stay the communications course:

– Continue paid media, giving key messages the opportunity to resonate more broadly across targeted demographics

– Augment paid media with earned media reinforcing and illustrating U strengths

– Continue to leverage those with a U connection as first-tier ambassadors

Page 38: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com 38

Communication Strategy• Continue to Reinforce:

– Providing high-quality education (undergraduate and graduate)

– Having a world-class medical school

– Providing a good value education for the tuition dollars

– Discovering cures for chronic diseases

– Creating a well-trained workforce in the state

• Continue to Persuade:– Being a good manager of financial resources

• Continue to Educate:– Value of a public research university

– Value of research

Page 39: Www.krcresearch.com The University of Minnesota: Annual Image and Reputation Survey 2007

www.krcresearch.com

700 13th Street NWWashington, DC 20005

202.585.2800

101 Main StreetCambridge, MA 02142

617.661.7900

640 Fifth Avenue New York, NY 10019

212.445.8000

Fox Court14 Gray’s Inn Road

London WC1X 8WS U.K.+44.20.7067.0000