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Reputation and higher education


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The fizz factor: lessons from the corporate world for managing reputation in higher education

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Reputation and higher education

  1. 1. OCTOBER 1, 2014 Michael Stopford
  2. 2. Scope 1. Competitive landscape 2. Reputation management – process and levers 3. Communications – fizz and focus
  3. 3. Scope 1. Competitive landscape 2. Reputation management – process and levers 3. Communications – fizz and focus
  4. 4. Global Competition Today’s higher education landscape is global • The competition is global • The opportunity is global In today’s competitive landscape a university has to be as intentional in protecting, safeguarding, enhancing and promoting its reputation as any corporation. You face global competition just as multinational corporations do. You compete for the best students, the best faculty, the best managers: globally, not just in your cities, your regions, your countries.
  5. 5. Rankings: Impact International student recruitment: our young friends in Guangzhou and Shanghai now have a lot more choices. They can go to Michigan or Chicago, Manchester or Warwick, Melbourne or Adelaide or Toronto – or stay at home in one of their new campuses.
  6. 6. Corporate Reputation Rankings Fortune: World's 50 Most Admired Companies Harris Interactive/WSJ: Reputation Quotient Business Ethics Magazine/CRO: 100 Best Corporate Citizens Reputation Institute: RepTrak Pulse United States Reputation Institute: Global RepTrak Pulse Key Attributes 1: Innovation 2: Leadership/ Management 3: Community Responsibility 4: Environmental Responsibility 5: Quality Products/Processes 6: Financial Performance 7: Workplace 8: Good Governance Covered Not Covered
  7. 7. University Reputation Rankings
  8. 8. “Deconstructing” the rankings Outcomes… how “schools ranked highly received increased visibility and prestige, stronger applicants, more alumni giving, and, most important, greater revenue potential.” (to quote Boston magazine again). What do they measure? University rankings systems craft their lists by measuring a combination of the performance and perception of higher educational institutions REPUTATION = PERFORMANCE + PERCEPTION Deconstructing… Focusing on peer assessment. Which is where reputation is almost a self-fulfilling prophecy: your reputation depends on how your peers perceive your reputation.
  9. 9. Some Key Rankings International • Shanghai Jiao Tong World Universities Rankings • QS World University Rankings • TIMES World University Rankings National • US News and World Report University Rankings (USA) • Forbes America’s Top Colleges (USA) • Princeton Review (USA) • College Factual (USA) • LinkedIn (USA…brand new!) • The Sunday Times University Guide (UK) • Maclean’s University Rankings (Canada)
  10. 10. QS World University Rankings 1. Massachusetts Institute of Technology 2. University of Cambridge 3. Imperial College London 4. Harvard University 5. University of Oxford 6. UCL (University College London) 7. Stanford University 8. California Institute of Technology 9. Princeton University 10. Yale University Perception criteria – 50% Top 10 1. Academic reputation (40%) - Based on survey data 2. Employer Reputation (10%) - Based on survey data
  11. 11. TIMES Higher Education World University Rankings Perception criteria – 45% Top 10 1. California Institute of Technology 2. Harvard University 3. University of Oxford 4. Stanford University 5. Massachusetts Institute of Tech. 6. Princeton University 7. University of Cambridge 8. University of California, Berkeley 9. University of Chicago 10. Imperial College London 1. Teaching (15% on peer assessment, 15% performance data) The learning environment - the dominant indicator here being the results of the world's largest invitation-only academic reputation survey. 2. Research (30%) Volume, income and reputation for research excellence among its peers, based on the 10,000- plus responses to our annual academic reputation survey.
  12. 12. Shanghai Jiao Tong Academic Ranking of World Universities 1. Harvard University 2. Stanford University 3. Massachusetts Institute of Tech. 4. University of California-Berkley 5. University of Cambridge 6. Princeton University 7. California Institute of Technology 8. Columbia University 9. University of Chicago 10. University of Oxford Perception criteria – N/A Top 10
  13. 13. US News and World Report University Rankings (USA) 1. Princeton University 2. Harvard University 3. Yale University 4. Columbia University 4. Stanford University 4. University of Chicago 7. Massachusetts Institute of Tech. 8. Duke University 8. University of Pennsylvania 10. California Institute of Technology USNews is just about to launch its own world university rankings. USNews Perception criteria – 22.5% • Undergraduate academic reputation (22.5%) • (survey data, opinions of those in a position to judge a school's undergraduate academic excellence) Other Criteria • Retention (22.5%) • Faculty Resources (20%) • Student Selectivity (12.5%) • Financial Resources (10%) • Graduation rate performance (7.5%) • Alumni giving rate (5%) Princeton Leads U.S. News List; Dartmouth Drops From Top 10 ….student outcry over sexual harassment and reports of fraternity hazing …….. ‘Animal House’
  14. 14. Scope 1. Deconstructing the rankings 2. Reputation: performance and perception – and process 3. Communications enhancing reputation
  15. 15. #1: Coca-Cola, Marketing, US Scope 1. Deconstructing the rankings 2. Reputation: performance and perception – and process 3. Communications enhancing reputation
  16. 16. #2: The New Yorker, English, NYC
  17. 17. UNESCO database
  18. 18. UNESCO database
  19. 19. UNESCO database
  20. 20. Scope 1. Competitive landscape 2. Reputation management – process and levers 3. Communications – fizz and focus
  21. 21. The Student as Consumer Reputation and student choice go beyond academics, just as companies are perceived to be more than their products. • Safety • Sustainability and ethics • Athletics • Cafeteria/food service • Prestige • Cost • Internships and jobs, etc. • Location • The most beautiful campus • The best social life
  22. 22. Defining “Reputation” WEBSTER’S DEFINITION: rep·u·ta·tion – noun Overall quality or character … seen or judged by people in general; a place in public esteem or regard Reputation is driven by: • Overall quality or character • How people judge it, and in what regard they hold it Reputation is a combination of two factors: • Performance • Perception Performance + Perception = Reputation 22 22
  23. 23. A corporate case study – DME is Productive Above a Corporate Reputation “Floor” When the Majority of Consumers are Receptive to Communications -15.0% -10.0% -5.0% 0.0% 5.0% 10.0% 15.0% Argentina US Brazil Canada India Declining DME Productivity Ave. –Strong Reputation Turkey Japan Russia Germany France 95% China: -33.9% Spain -16.5% Great Britain 90% Mexico 70% 50% Italy SA 30% Australia 10% Declining DME Productivity Low Reputation DME Productivity Company Net Favorability 50% 10% Increasing DME Productivity Avg. – Strong Reputation 23 23
  24. 24. 1. Gather Performance Data Reputation Management Process 4. Input Into Business Planning Repeat process 6. Validate & Re-Calibrate 5. Invest & Act 2. Gather Perception Measures 3. Map the Findings 24 24
  25. 25. 25 High Performance, Low Perception Perception Performance Leverage Push Fix Analyze Low Performance, Low Perception High Performance, High Perception Low Performance, High Perception Reputation Map: Action
  26. 26. 26 Rankings: A Case Study: intentional….. Northeastern University #49 Top 100 #168 By Max Kutner | Boston Magazine | September 2014
  27. 27. 27 Peer Perception
  28. 28. Scope 1. Competitive landscape 2. Reputation management – process and levers 3. Communications – fizz and focus
  29. 29. Communicating: telling a unified story A unified story is important. It has to be connected. What differentiates the institution? What is its story? Its voice? Its narrative? What is its unique value? What does it do better than anyone else? What makes it distinctive? What do its messengers - current students, alumni, partners - say about it? Georgetown is a world-class research university grounded in the liberal arts. It has many different centers and programs and academic disciplines. But it is united by its brand identity, its “mission” – an altruistic, service-oriented purpose through the Catholic and Jesuit tradition Northeastern is about coops – and opportunity = and jobs
  30. 30. Communicating: The Connected College Connectivity The Connected College How we communicate in our hyper-connected hyper-competitive world Reputation being formed every day by the millions upon millions of little communications transactions Chief Listening Officer? College confidential Yik Yak 02-14-2013 at 2:27 pm edited November 2013 in Women's Colleges The WC experience sounds like something I would love. But like most girls, I still want the chance to interact with boys, have guy friends, and date… …Which interact the most and in what ways with nearby coed schools? Also, what type of guys are connected to the colleges? ….I've heard that -most- guys at counterpart Hampden-Sydney are conservative, partying, "manly men" types (which aren't my type personally).
  31. 31. Communicating: Story Telling Your reputation with students, faculty, alumni, donors, corporate partners, and government funders ... is all connected. So you have to treat it holistically, recognizing the connectivity. Not just a collection of academic departments and programs and research centers – brand identity, a story, that informs all branches One way of doing that is through story-telling and story-mining – the stories that every institution embodies. We have to be careful here and not “unauthentic.” Visual – video – infographics Curate the content ... creating conversation.
  32. 32. Fizz or Flop? Goucher’s Video “trivialization” of education in America
  33. 33. Fizz or Flop? Remember New Coke
  34. 34. Brand Authenticity The University of California released a statement Friday that it would cease use of a newly released logo following “a significant negative response by students, alumni and other members of our community.” Daniel M. Dooley, senior vice president for external relations at the University of California Office of the President, wrote that the response to the new logo had resulted in an unfortunate community controversy.
  35. 35. Communicating: The Tone Be transparent Human Honest Modest Informative Helpful Humorous (if possible) Non-defensive Authentic Credible Acknowledge mistakes Interactive Targeted and individualized Unified and integrated Personal and responsive
  36. 36. Communicating: Global Global – the ultimate connectivity Our marketing, our appeal, our platforms have to be consciously, intentionally GLOBAL and internationally connected You need to use communications to • Expand your reputation globally • Communicate and market your offering overseas • Support overseas ventures, campuses, programs and initiatives • Forge and sustain international institutional partnerships • Recruit international students • Create a global culture
  37. 37. Communicating Convergence Universities are now centers for building connections – Partnerships, Relationships and Networks Business schools have to be entrepreneurial and innovative. • They have to incorporate creativity: previously the province of the arts. Technology infuses everything; it has escaped from engineering. International permeates every sphere; not just in International relations Communications must acknowledge convergence – forge a uniting identity. The new architecture of communications – design thinking Now accepting ideas. Now accepting innovation. Now accepting applications. Xxx University, Class of 2018. Your scores don't define you. Your ideas do. Your scores don't define you. Your ideas do. You are more than a transcript. You are more than an SAT score. Show us who you really are. You are more than a transcript. You are more than an SAT score. Show us who you really are.
  38. 38. The Connected University • Unique • Unified • Intentional • Interactive • International • Convergence – the Connected University Universities establish relevance and exert influence through the connections they make
  39. 39. The transformational agenda… …can also bring all kinds of risks
  40. 40. Thank you
  41. 41. 41 Our Global Network 2,400 employees, 125 offices in 81 markets 90+ years in the communications industry 60% of client engagements multi-market 7 year average tenure 850+ industry awards in among our top 150 clients over 10 years staff speak 65 languages
  42. 42. Current Clients