www.krcresearch.com the university of minnesota: annual image and reputation survey 2007
TRANSCRIPT
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The University of Minnesota:Annual Image and Reputation Survey2007
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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
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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
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Executive Summary
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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
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Attitudes, Perceptions & Connections
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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%).
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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
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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%)
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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
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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%
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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)
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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.
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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
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Media Environment
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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
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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
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Performance & Goals
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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%
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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%
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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
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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
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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
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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
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Driven to Discover Campaign
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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
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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
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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
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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
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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
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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
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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
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Conclusions & Implications
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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
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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
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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
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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
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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
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