WEDNESDAY, JUNE 16, 2004 NEWS THE UNIVERSITY DAILY KANSAN 7 - New ideas help University's reputation By Jay Senter jsenter@kansan.com Kansan staff writer One of Chancellor Robert Hemenway's most well-publicized priorities for the University of Kansas has been to bring it within the ranks of the top 25 public universities in the nation. Some faculty members have recently contended that the University made no progress toward that goal under the leadership of former Executive Vice Chancellor of Campus Relations Janet Murguia, who left the University for a lobbying job in Washington, D.C., in January. But last summer, the Office of University Relations undertook a cohesive Integrated Marketing Communications project that KU officials believe has the potential to improve the University's national reputation for years to come. That project, overseen by a body called the Marketing Counsel, consists of four teams, each responsible for examining a certain aspect of the University's marketing: visual identity, reputation, recruiting and state funding. The research efforts of the visual identity team have received the most attention from the press and public, but visual identity is a only small part of the entire IMC campaign. Over the course of the 2003-2004 academic year, the Marketing Counsel developed surveys and conducted focus groups to measure the effectiveness of the University's current marketing efforts. When the results of that research are compiled late this summer, the Marketing Counsel will develop a cohesive IMC plan. "The focus in the media has been almost entirely on the visual identity aspect," said Kevin Boatright, who took on Murguia's responsibilities as Interim Vice Chancellor for University Relations. "In reality this is a much larger project than that, and it is an ongoing activity that does not end once a plan is developed." Much of the direction for the project has come from a consulting firm called Simpson Communications, based out of Washington, D.C. Chief consultant Christopher Simpson has done similar work with the University of Oregon and Indiana University, both peer institutions of the University. Boatright said that while Simpson had certainly helped the University conduct its initial wave of research, his most important contribution will be to train KU officials to conduct future research for themselves. The IMC team hopes to make the University's marketing efforts more efficient. "In many respects, KU already is an institution at a very high level," Boatright said. "The general consensus is that KU does a lot of good, and while there are a lot of positive things at KU, we might not be getting credit for all of it." Communicating the benefits of the University's status as a national research university to the citizens of the state was a challenging but important undertaking, said Rex Buchanan, assistant director for public outreach at the Kansas Geological Survey. "We want to try to improve the impression that people in the state have of the research that KU does, and how it benefits them," said Buchanan. "When you say that KU is a pre-eminent research institution, a lot of times people don't know what that means. It's hard to put a personal face on that." Boatright acknowledged that the research tools had taken longer to develop and administer than initially anticipated. "We are doing things the University has never done before," said Lynn Bretz, director of University Relations. "Talk to anybody in marketing and research, and they'll say that to put together a survey that scientifically measures what you want, and then get it out there, that takes a lot of time and effort." INTEGRATED MARKETING —Edited by Miranda Lenning Last summer, the University started researching the effectiveness of its marketing efforts in four areas. Once results from the preliminary round of research have been compiled, the Marketing Counsel will formulate a plan to increase marketing efficiency. Below are the four teams and their mandates. Visual Identity: assesses what the University's different logos and symbols communicate to the public Reputation/Benefits: examines how the public views the University's academics, research and benefits to the state Recruitment/Admissions: looks at how prospective students view the University, its strengths and weaknesses State Funding: researches how the University might improve communications to the state senate and legislature in hopes of ensuring a consistent stream of funding Source: Kevin Boatright, Interim Vice Chancellor for University Relations Program Assistant Position Available Half-time Program Assistant sought for the KU McNair Scholars Program, which prepares low-income, first generation, and underrepresented minority college students for graduate school. The program assistant will provide individual academic advising and guidance services for participants; plan the development and implementation of academic assistance workshops; assist participants with the graduate school application process; adhere to deadlines and regulations regarding required program documentaton, reports, data collection and forms. QUALIFICATIONS: - A master's degree by August 16, 2004. - Demonstrated ability to work and communicate effectively with students, faculty and staff in postsecondary institutions. - *Ability to work independently and comply with program guidelines. - Knowledge of current educational resources and information on testing, career planning, graduate school admissions and financial aid resources. - Demonstration of excellent organizational, written, oral and interpersonal skills. Salary range: $13,000-$15,000. Apply online at: . First consideration begins June 28, 2004. EO/AA Employer.