Communications Survey Thanks to my cohort of people who help revise the survey questions… Steve Schultz from Princeton, Maria Kuntz from Colorado and Ann Lewandowski from Delaware. Dawn S. McWilliams July 8, 2019

Overall Size of Communications Teams and Reporting Structure Overall average size of Communications teams is 4.6   Reporting Structures Reports to College Dean 67% Reports to College Level Assoc. Dean 26% Reports to Central University .7%

Staff Workload Breakdown Task FTE Average Website       .75 FTE Social Media     .37 FTE Writing        .70 FTE PR           .31 FTE Publications  .36 FTE Advertising  .12 FTE Admissions work    .07 FTE Brand Work     .14 FTE

Staff Workload Breakdown (cont.) Events .24 FTE Graphic Designer     .47 FTE Art Direction   .14 FTE Other .56 FTE Interns      1.0 FTE Scientific Illustration     .02 FTE

Media Staff Size Number of Dedicated Media Staff was an interesting one: Interesting Media Facts Avg. of full time employees for media (either at the college or central) 3.6 FTE Only 11 schools did all of their media relations in-house out of 44 26% All others use central university relations to augment (and in many cases largely augment) Only 6 of the schools report directly to the Central structure for media relations 23.6% Average number of faculty per college supported 179 Media hits were all over the board: 968 (two outliers. 15 per year, and 13,000 -which is Cornell)

Top Audiences by Rank Order Prospective Grad (31%) and Prospect Undergrad (31%) External and Peers (29%) #2 Audiences: Alumni ( 24%) and External and Peers (21%) #3 Audiences: Alumni (19%) and Corporate (21%) #4 Audiences: Alumni (23%) and Prospective Grads (17%) #5 Audiences: Current Students (12%), External and (12%), and Corporate (12%) #6 Audiences: Corporate (19%) #7 Audiences: Current Students (21%), Corporate (21% #8Audiences: Internal (21%), Govt.(24%) #9 Audiences: Govt. (30%)   *Basics Analysis by percentage

Budgets* Overall Budget Average $154,714 (outliers $500; $800,000) Web Budgets Average $ 17,142 Web Hosting Not in anyone’s budget Social Media Average $17,967 Writing Budget Average $10,285 PR Budget Average $4,928 (in house- or central) Publications Budget Average $41,149 Advertising Budget Average $38,462 Branding Budget Average $36,419  (ties  nicely to the number on challenge. Brand Health) Events Budget Average $24,920 Other Budget $3,972.00 Budgets*      *These are all over the board since we did not have full participation on this in the survey

How We Spend Our Time Task Average Hours per Week Web 28.78 Social Media 6.41 Writing 15.15 Press Releases 29.54 Publications 11.3 Admissions Marketing 24.73 Advertising 6.69 Branding 8.63 Fundraising Communications 4.2

How We Spend Our Time (Other) Tasks Average Hours per Week Podcasts 52 Photo/Video 21 Speechwriting 10-20 Administrative 28.25 Strategy 25 Events 12.5 Other 10.7

Other Duties as Assigned Percentage Centers, departments or institutes who have dedicated communications staff 35% Centers, departments, or institutes with communications staff who report to college engineering communications 22% Engineering school communications staff who are doing some sort of fundraising communications 24% Many of us do additional work for areas inside the colleges not usually considered our “core” areas of work.

Alumni/Research Magazines/Print vs. Online  44% Create a printed Alumni/ Research Magazine 57% Create an online Alumni/Research Magazine 70% Create both Annual Report 35% Create a printed Annual Report 27% Create an online Annual Report 38% Create both

School Size-Student and Faculty Average Size of Student Body Number School /Students 4147 Masters Students 467.9 Ph.D. Students 425.6 M.Eng. Students 143.4 Undergraduates Students 2890.5 Faculty 179

Measurement Tools for Overall Success Student and Alumni Engagement Metrics based Communications Plan Provided by Central Outcomes-Achievements Quantitative Analysis Philanthropy Coverage Reputational Surveys Leadership Satisfaction Dean Feedback Stakeholder Engagement Anecdotal Enrollment General Population Polls Feedback Qualitative Analysis Email Tools Media Hits Google and Other Tools Publications Produced Audits U.S News & World Report Web Traffic Strategic Goals Websites Built

Web Measurement Tools Hits on Stories Time on Site Four-Front Analytics Page Views Google Analytics Site Visits Outcomes Appearance Goals User Focus Groups Internal Feedback Unique Visitors

Social Media Measurement Tools Engagement Hootsuite Shares Likes Quantitative Analytics Facebook Insights Impressions Twitter Insights Sprout Social Retweets Reach Hits

Writing Measurement Tools Dean’s satisfaction Peer Feedback Web Analytics Awards Readership Surveys Engagement Leadership Satisfaction Social Shares Number of Articles Page Views Anecdotal Media Hits Story Count Faculty Satisfaction Evergreen Content, Repurposed Content Total Number Published

Media Relations Measurement Tools Readership Cision Number of Earned Media stories Research Connections Established Newswise Hits on line Meltwater ADV Altmetrics Clips Media Pick ups Coverage Tone Quality and Quantity Crowd Tangle Number of Stories Web Analytics Google Alerts Eurekalert Social Media Shares

Publications Measurement Readership Hits Online Qualitative Analytics Peer Award Competitions E-pub Open Rates Readership Surveys Internal feedback U.S. News Ranking Clicks Quantitative Analytics Anecdotal Outcomes Feedback from Chairs and Deans Awards/CASE Awards ISSUU Engagement Alumni Feedback

Advertising Measurement Quantitative Analytics Click Through Rates (CTR) Inquires University Report Media Vendor Analytics Anecdotal Meeting Established Goals Ad Words Impressions Conversations Lead Conversions Slate Google Analytics Click Through Rates for Admissions Marketing Campaigns Applications

Brand Measurement Tools Website Traffic Survey of State-Wide Voters Student Focus Groups Internal and External Recognition Alignment with Master Brand Make Sure Same Family of Style Contact Feedback, Internal Tracking of Usage Compliance Reputational Surveys Qualitative Feedback of Increased Awareness and Name Recognition Anecdotal Feedback from Central Reaching Targets for Ad Campaigns Occasional Perception Surveys Awareness Harris Poll Media Hits Enrollment

Our Biggest Challenges #1 Staff (41%), Brand Health (30%) #2 Staff (30%), Expectations (30%) #3 Budget (35%), Expectations (26%) #4 Budget (42%), Brand health (40%)

Our Biggest Challenges (cont.) Rank Category Percentage # 1 Brand Health 30% #1 Staff 41% Expectations 20% Budget 1%   # 2 1.2% #2 21% #3 19% 26% 35% #4 40% .02% 14% 42%

Questions??? Special thanks to: Steven M. Schultz, College of Engineering, Princeton University Maria Kuntz, College of Engineering and Applied Science, University of Colorado Boulder Ann Lewandowski, College of Engineering, University of Delaware Nathan Kahal, Communications and Society Advancement American Society for Engineering Education