Two new programs to help Rutgers strengthen its ties to the state
Archived article from Feb 9, 2004
By Amy Vames
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Kim Manning-Lewis, executive director of university relations, said discussion of the Constituency Research Project began in the fall of 2001 at a meeting of the board’s university relations committee. “The university wanted to get a sense of what kind of data we have that lets us know how we’re faring and if our message is getting out,” said Manning-Lewis. “This is a valuable one-time investment for an institution as large and complex as Rutgers.”
A marketing study done in 1995 focused on a relatively small sample and relied entirely on personal interviews and focus groups, Manning-Lewis said. Those results would not be helpful in trying to benchmark how perceptions have changed in recent years, she added. Other studies done in recent years tended to look only at specific groups, such as prospective students or recent alumni. “There was nothing that gave us a single snapshot of how a diverse number of important publics felt about the institution or their level of understanding of it,” Manning-Lewis added.
Mark Schulman, who will head the study for SRBI, said that 13 different constituency groups have been identified to be included in the research project: New Jersey residents, business leaders, governmental leaders, journalists, high school teachers and guidance counselors, current students, parents of current undergraduate students, prospective undergraduate students, parents of prospective undergraduate students, Rutgers faculty and staff members, and alumni. He said that thousands of people would be asked their opinions about Rutgers, primarily by telephone or through Internet surveys.
“The overall objective is to probe the extent to which Rutgers has affected key constituents,” said Schulman, a New Jersey resident who received his doctorate from Rutgers and has taught as an adjunct at the university. Researchers will first ask respondents about higher education in New Jersey in general and whether the state has supported it adequately. The researchers will also delve into how well people understand the university, including its contributions to the state, the quality of its undergraduate and graduate education programs, and the significance of its scientific research. Finally, constituents will be asked, “Is Rutgers a source of pride for New Jersey?” said Schulman. “Is it a university they would recommend to others?” He said that in addition to questions about the university overall, respondents will also be asked specifically about their perceptions of Rutgers’ individual campuses in Camden, Newark and New Brunswick/Piscataway.
“We are not afraid to get back negative perceptions; we know that will happen,” said Ron Giaconia, chair of the board of governors’ university relations committee. “By interviewing a whole spectrum of people, we should get a good collage of what people perceive. We want to do a better job of communicating what Rutgers is all about. The data will be an extremely valuable resource over the next few years. It’s one of the most exciting projects we’ve undertaken since I’ve been on the board.”
The bulk of the surveys will be done in February and March, with results to be presented to the university relations committee by the end of the spring semester. Manning-Lewis said the results would be used to determine the effectiveness of current communication programs and to guide future outreach efforts. “This is not a student recruitment effort,” she stressed. “Our goal is to see if the citizens of New Jersey really understand all the great work of our faculty, the accomplishments of our students, the value of the institution and its research to the state. Are they hearing that message? If not, why not?”
Before undertaking the research project, the university looked at similar efforts at other universities, including the University of California, Penn State and the University of Maryland. At each of these schools, research results prompted changes in the university’s communications strategies.
A university-wide advisory committee composed of 27 administrators, faculty and students has provided valuable input for the project. SRBI also has discussed the research project with various university groups over the past few months, including teams in Newark and Camden, the New Brunswick Dean’s Council, the New Brunswick Faculty Council and the Alumni Federation Executive Committee.
Haym Hirsh, professor of computer science and chair of the New Brunswick Faculty Council, said council members are supportive of the project because they understand the importance of gathering this kind of information. “It’s always been sort of a joke that Rutgers has a better reputation the farther away you get from it,” said Hirsh. Understanding the perceptions of the state’s residents will help the university craft the kinds of messages that “will help New Jerseyans understand what they have in Rutgers,” he added.
The Constituency Research project and the FOR network are examples of programs that further the goals President Richard L. McCormick has articulated for his administration. As McCormick told faculty and staff in his Address to the University Community in September, “Advocacy is not just about Trenton. It is about every contact you have with the citizens of our state. It is about telling the Rutgers story with passion and conviction, about listening to people, understanding their needs and working alongside them to solve their problems. … To build relations and win the hearts and minds of New Jerseyans, we need a firmer grasp of what state residents want and expect from their state university.”
Calling volunteers
Anyone interested in becoming a Friend of Rutgers can visit for.rutgers.edu, send an e-mail to for@rutgers.edu , or call Richard Considine, director of advocacy programs, at 2-7084, ext. 626. Volunteers will be asked to attend a training session.
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