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Document Sample
2004 - 2007
University Relations and Communications
Strategic Plan
-- Executive Summary --
Recognizing the importance of communicating UWM's role as a world class teaching and
research institution, the university has undertaken a statewide integrated marketing
program designed to coordinate communication and outreach efforts among all UWM
units. The program focuses on seven key areas including: Media Relations, Marketing,
Public Relations, Government Relations, Neighborhood Relations, Alumni Relations and
Public Records Management. The on-going, year round integrated marketing program
targets a broad range of constituent groups including current and prospective students
and their families, faculty and staff, alumni, business and community leaders, lawmakers,
media, and the general public.
The integrated approach to university communications is designed to meet a number of
critical goals:
1. Build awareness and acceptance of the UWM brand locally and nationally.
2. Increase both the size and diversity of the university's student population.
3. Attract and retain an outstanding faculty and staff.
4. Establish strong loyalty and financial support among alumni.
5. Promote strong ties with neighborhood and community organizations.
6. Maintain an effective government relations and issue advocacy program that results in
continued state and federal budget support.
7. Facilitate access to Public Records.
As part of the university's plan for enhancing its marketing and communications
programs, the Versant agency has been retained to assist in the development of an
advertising program. The agency conducts qualitative research to measure the attitudes
of UWM students, faculty and staff toward the university. In addition, UWM’s Center
for Urban Initiatives and Research conducts quantitative measurements of attitudes of the
general public and Alumni. The on-going research shows that there is significant public
support for UWM and a growing recognition that the university has become much more
visible as a leading educational institution and community partner. The research allows
the university to measure the effectiveness of its advertising and marketing programs
including the ‘LearnMore’ campaign.
University Relations & Communications has developed a mission statement and a set of
goals that guide the overall activities of the division.
In addition, each of the units within the division operate with a clearly stated purpose
and specific objectives and goals.
University Relations & Communications
Mission Statement & Goals
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University Relations & Communications Mission
Communicate UWM’s Role as a world class teaching and research institution
Goals of University Relations Division
• Create awareness
• Develop understanding
• Establish relationships
UNIVERSITY RELATIONS GOALS
1. Create Awareness of UWM
• Describe who we are
• Communicate UWM’s image and identity
• Build recognition and acceptance of UWM brand, both locally and
nationally
2. Expand public’s understanding of UWM
• Explain what we do and why
• Profile faculty and staff
• Focus on research and teaching
• Highlight diversity
• Target internal and external constituents
3. Establish relationships
• Recruit/retain diverse student body
• Attract/retain outstanding faculty and staff
• Build loyalty among current students & alumni
• Create strong partnerships with university neighbors
• Serve as a resource for local & national media
• Promote partnerships with community organizations and advisory groups
• Direct effective government relations and issue advocacy
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University Relations & Communications
Organizational Chart
&
Summary of Divisional Units
Purpose
Objectives
Goals
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UNIVERSITY RELATIONS &
COMMUNICATIONS
Media Marketing Public Government Neighborhood Alumni Public
Relations Relations Relations Relations Relations Records
Media Contacts Branding,
Image/Identity Publications & State Budget/ Safety & Quality Membership Request
Design Funding of Life Initiatives Fulfillment
Lobbying
Crisis Promotions & Marketing Law & Policy
Communications Market Sponsorships Campus Out- Communication Resource
Research Issue Advocacy reach Programs
Programming/
Advertising Internet Federal Advocacy
Relations Communications
Student
Local Scholarships
Special Events Speech Writing
Legislative
Liaison
Faculty &
Merchandising
Speakers Bureau Member
Recognition
Quality Initiatives
Athletics Marketing
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University Relations and Communications
Divisional Unit Summary
University Relations & University Relations &
Communications Communications
Media Relations Public Relations
Media Contacts
Publications &
Design
Crisis
Communication Internet
Promotions &
Sponsorships
Speech Writing
Speakers Bureau
NAME OF UNIT: Media Relations and Public Relations
PURPOSE: The University of Wisconsin-Milwaukee is the state’s only public, urban
university. To keep the accomplishments of its 130,000 degree recipients, 26,000
students and 3,300 faculty and staff at the top of mind for people from the city, state
and beyond, excellent communications and publications are needed. This is accomplished
by the media relations and public relations units of the Division of University Relations
and Communications.
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OBJECTIVES:
1. Media contacts
The four writers (one full-time) in the Office of University Communications and Media
Relations follow a "beat" system, covering schools/colleges, departments and other units
assigned to them. Based on meetings with deans, department chairs, faculty, or staff, the
writers select newsworthy stories to promote.
Writers send news releases to print and electronic media, using their judgment to place
the stories for optimum coverage. When writers have a story idea to promote that they
know is of special interest to a reporter, they will pitch the story to that reporter. They
also feed stories daily to the Today at UWM feature on the UWM home page.
Members of the media call our writers and/or the assistant director almost daily for help
finding faculty or staff experts to comment on a wide range of topics.
Writers occasionally are asked by units on campus to plan press conferences and assist the
media. Writers also are asked to develop media kits to promote UWM events or
programs.
University Communications and Media Relations is the central office on campus through
which all news releases are expected to flow. We are the department reporters trust to
offer them legitimate news stories that are accurate and timely.
The writers’ contacts with the media help to keep UWM in the public eye, and
contribute to public understanding about the faculty and staff, students, research, and
programs of the university.
2. Crisis communications
Crisis communications are directed by the Vice Chancellor for University Relations and
Communications.
3. Publications and design
The University Communications and Media Relations office produces the key
publications that communicate with University-wide audiences: UWM faculty/staff
newsletter, alumni magazine, Annual Report for financial contributors and general
public, Viewbook for prospective undergraduate students, and an Adult Guidebook for
new adult students, among others. To reach a broader audience, many of these
publications also are put on the Web by the Web editor.
All publications produced by the department (except UWM Today) are designed by the
department's two-member design team. The entire staff is responsible for arranging top-
quality photos for our publications, most of which eventually are used by the campus at
large.
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The designers also are frequently called upon to design materials for the chancellor, signs
and displays to support the University's marketing efforts, fund-raising materials for the
Development Office, and publications for the Alumni Office.
The department serves as the authority on appropriate University logo use by campus
units and off-campus users to ensure that the integrity of UWM's brand identity is
maintained.
Centralizing the design of university-wide publications in this office assures adherence to
design standards adopted by the university, as well as a creative, professional look
appropriate for a major urban research university. Nearly all publications produced by
the department are designed by the department's two designers.
4. Promotions and sponsorships
One of the designers in this office designs and sets up the display structure for UWM's
booth at the Wisconsin State Fair each summer. The professional appearance of the
booth and the presentation of photos and merchandise are critical in leaving a first-rate
impression with the thousands of people who visit the booth. The university’s
sponsorships of the Green Bay Packers, Milwaukee Bucks, Milwaukee Brewers,
Milwaukee Wave and other statewide organizations is coordinated through this division.
5. Internet
Many of the division’s publications are put on the Web by our Web editor to make them
available to the general public. The Web editor also contributes his expertise to campus-
wide Web projects.
6. Speech writing
Speech writing is provided primarily to the chancellor and periodically to others on
campus. The chancellor makes 15 to 20 public appearances each month that require
writing support, and these appearances range from three-minute campus welcomes to
two-hour scripts for commencement exercises. Some appearances require the creation of
PowerPoint presentations, audio recordings and/or videotapes. Materials for most
appearances are created by one writer, with the support of others in the division and the
staff of the chancellor’s office.
7. Speakers bureau
Hundreds of expert speakers and a host of intriguing topics are available through the
UW-Milwaukee Speakers Bureau. The bureau serves community groups, schools,
professional associations, business and industry, conference planners and a variety of
other organizations. With quick online access, organizations can contact speakers for
specific dates and make reservations any time. The bureau is available at
http://www.uwm.edu/News/Speakers/.
GOAL:
Increase public awareness of UWM.
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University Relations and Communications
Divisional Unit Summary
University Relations &
Communications
Marketing
Branding,
Image/Identity
Market Research
Advertising
Special Events
Merchandising
Quality Initiatives
Athletics Marketing
NAME OF UNIT: Marketing
PURPOSE: The Division of University Relations and Communications develops and
directs the university’s marketing program. The purpose of UWM’s marketing program is
to effectively promote UWM as a world-class teaching and research institution in order
to 1) attract and retain quality students, faculty and staff, and 2) build acceptance,
support and loyalty among the university’s various constituent groups.
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OBJECTIVES:
Branding, Image/Identity
• Expand UWM’s brand mark with the development of a brand personality and
brand promise for the institution.
• Build awareness and acceptance of the UWM brand locally and nationally.
• Integrate the university branding program into individual marketing campaigns for
schools and colleges through campus signage programs.
• Extend brand marks to public venues such as Miller Park.
Market Research
• Conduct qualitative and quantitative research to measure the attitudes of UWM
students, faculty, staff, and the general public toward the university.
• Findings: significant public support for UWM and a growing recognition that the
university has become more visible as a leading educational institution. This
research has established a baseline that allows the university to measure the
effectiveness of its advertising and marketing programs going forward.
• Utilize the research as an important tool in the development of the “Learn More”
advertising campaign.
Student Recruitment Advertising Campaign
• Select and manage an advertising agency that works with the university to
develop an advertising theme which is communicated through broadcast print,
and outdoor advertising messages in order to increase both the size and diversity
of the university’s student population.
Special Events
• Conduct a variety of events and activities to build school spirit among current
students, faculty, and staff and encourage prospective students to enroll at UWM.
• Build support and loyalty for the university among alumni and general public
through Homecoming activities, Commencement, receptions and kick-off events.
Merchandising
• Develop and manage the process for selecting and marketing UWM branded
apparel and other merchandise. Demonstrate loyalty, school spirit.
• Increase the selection of merchandise to include a younger appeal, a bigger focus
on the university’s school colors, and a range of prices in order to capture sales
from both students and alumni.
Quality Initiatives
• Working to ensure standardized applications of the university’s brand among our
various schools, colleges and departments.
• Enforce logo use guidelines.
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Athletics Marketing
• Integrating the sales and marketing efforts of our Athletics Department and
University Relations advertising unit to leverage investments in brand promotion
and community involvement.
GOALS: Through a multi-faceted marketing approach, University Relations and
Communications aims to attract and retain outstanding students, faculty and staff, and
build brand loyalty and lifelong allegiance among its constituents groups.
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University Relations and Communications
Divisional Unit Summary
University Relations &
Communications
Government
Relations
State Budget/
Funding Lobbying
Issue Advocacy
Federal Relations
Local Legislative
Liaison
NAME OF UNIT: Government Relations
PURPOSE: To improve relations between the university andlocal, state and federal units
of government. The result of these relationships will be increased public funding and
overall support of elected officials.
OBJECTIVES: The objectives of Government Relations are to manage the following:
State Budget Funding/Lobbying
Work with state elected officials to secure public funding for the university;
Monitor the actions of state government, state agencies and individual
elected officials on issues that relate to the university or public higher
education or other areas of relevant interest; inform these officials of the
university’s position on relevant items of interest;
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Cultivate and maintain direct contact with elected and appointed state
government officials and their staffs;
Research and respond to requests for information from elected and
appointed officials;
Research and respond to requests for information from elected and
appointed officials;
Resolve constituent concerns or problems raised by elected and appointed
officials;
Issue Advocacy
Represent the university at the State Capitol during legislative sessions;
Write positions and testify at public hearings and meet with state elected
officials on behalf of the university;
Research and write policy papers, statements, articles and testimony on
governmental issues of concern to the university;
Keep the university community informed of legislative activities and guide
their advocacy efforts;
Plan and implement meetings and major special events involving elected
and appointed officials;
Federal Relations
Work with federal elected officials to secure appropriations funding for the
university;
Monitor the actions of federal government, agencies and individual elected
officials on issues that relate to the university or public higher education or
other areas of relevant interest; inform these officials of the university’s
position on relevant items of interest;
Cultivate and maintain direct contact with elected and appointed federal,
government officials and their staffs;
Local Legislative Liaison
Monitor the actions local units of government, agencies and individual
elected officials on issues that relate to the university or public higher
education or other areas of relevant interest; inform these officials of the
university’s position on relevant items of interest;
Cultivate and maintain direct contact with elected local government
officials and their staffs;
These objectives can be met only by being able to manage a variety of projects and issues
simultaneously and establish priorities, work under pressure of deadlines, analyze public
policy and its effects on the university, grasp complex issues quickly and organize and
integrate materials. Exceptionally good judgment must be exercised at all times, and
production of work in a short amount of time is essential. Attention to details and
strong verbal and written skills are critical.
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GOALS: The execution of these objectives will result in achieving the following goals:
Increased state funding through the state budget process
Increased federal funding through the federal appropriations process
Improved relationships with state, federal and local elected officials, their
staffs and related government agencies
Passage of legislation favorable to public higher education (i.e., sprinkler
systems in residence halls, police patrols off-campus etc.)
Successful and highly visible events on campus associated with government
relations (i.e. Presidential visit in 2002, Presidential candidate visits in
2003/2004)
Increased visibility of the university with local, state and federal
governments
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University Relations and Communications
Divisional Unit Summary
University Relations &
Communications
Neighborhood
Relations
Safety & Quality of
Life Initiatives
Campus Outreach
Programs
Communications
NAME OF UNIT: Neighborhood Relations
PURPOSE: The Community and Local Government Relations Coordinator works
proactively to improve the relationship and communication between the university and
its surrounding community by building and maintaining existing positive connections
with neighborhood organizations, individuals, students, businesses, and local
government. Improved neighborhood relations leads to increased neighborhood
cooperation and support as UWM seeks to go forward with potential development
projects.
OBJECTIVES:
1. Safety and Quality of Life Initiatives:
The Community and Local Government Relations Coordinator addresses issues related to
housing, parking, transit, and disruptive behavior in the neighborhood by utilizing the
following strategies:
• Establishment of strong relationship with the UWM Student Association and
assisted with the creation of a Student Neighborhood Association to gain student
involvement and cooperation in dealing with neighborhood issues.
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• Creation of two additional mailings, one to neighborhood students in the spring
alerting them to the consequences of disruptive behavior in the neighborhood,
and another to all Sandburg Halls residents in the fall asking them to be respectful
of neighbors and also reminding them about neighborhood safety
• Creation of an email reflector for all students living in the 53211 zip code that is
frequently utilized to disseminate information about neighborhood behavior
issues as well as provide students with useful information about city services,
crime alerts, and happenings on UWM campus.
• Collaboration with Sandburg Halls East Tower on an “Independent Living
Program” a transitional program that consists of seminars, presentations, and
information distribution for dorm students planning to live off-campus.
• Serve as member of the Alcohol and Other Drug Abuse Task Force (AODA) to
discourage binge drinking among UWM students, with the notion that a reduction
in binge drinking would decrease negative student behavior in the surrounding
neighborhoods.
• Partnership with Milwaukee Police Department to increase deterrence and
enforcement of disruptive behavior in the UWM neighborhoods, including noise,
underage drinking, and disorderly conduct.
• Work with the MCTS Marketing Department on increasing student ridership on
County buses, which in turn deceases traffic and parking problems in the
neighborhood. Last Fall UWM had the highest pick-up rate of UPASS in the
history of the program.
• Serve as the campus coordinator/facilitator for the UWM Neighborhood Visioning
Study, and coordinated its distribution to neighbors and select members of the
campus community.
• Serve as a member of the University Neighborhood Association, a working group
consisting of city, county, university and neighborhood representatives that
actively share and ideas and implement strategies to improve the UWM
neighborhoods.
2. Campus Outreach Programs:
• Planning, promotion and execution of special events geared toward
neighborhood residents including: political forums (for Aldermanic, Mayoral,
County Executive, County Supervisor, and State Senator candidates) block parties,
Homecoming activities, and large-scale neighborhood clean ups.
• Initiation of “Neighbor Nights” program, which offers neighborhood residents
discounts to performing arts events through the Peck School of the Arts.
3. Communications:
• Creation and expansion of neighborhood email reflector, which contains 150 non-
UWM neighbors and approx. 450 faculty/staff neighbors. The reflector is an
extremely useful tool and is used to respond to neighborhood concerns about
parking and noise disturbances, as well as keep neighbors informed about
upcoming UWM events and happenings.
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• Administration of University Relations web sites and web pages, including
Neighborhood Relations, Government Relations, Special Events, Facilities Use,
Public Records, and Official University Position Papers.
• Coordination of “Notes to Neighbors” newsletter, sent to 5800 neighborhood
residents to inform them of neighbors informed of university issues, events,
building projects and other items of interest.
• Targeted mailings to residents affected by UWM projects and events, including the
Klotsche Expansion construction, the National Health Policy Forum, and
Kenilworth Redevelopment project.
• Attendance at East Side Transportation Management meetings, University
Neighborhood Association meetings, Milwaukee Police Department Crime
Reduction meetings, and other meetings as necessary to share and gather
information relevant to the community surrounding UWM.
GOALS: The Community and Local Government Relations Coordinator constantly
strives to improve the relationship between the university and its neighbors through
open and honest communication, outreach programs and events, and actively engaging
neighbors in campus decision making processes that directly affect their neighborhood.
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University Relations and Communications
Divisional Unit Summary
University Relations &
Communications
Alumni Relations
Membership
Marketing
Communications
Programming/
Advocacy
Student
Scholarships
NAME OF UNIT: Alumni Relations
PURPOSE: The purpose of Alumni Relations is one of support for the University
primarily directed through the work of the UWM Alumni Association. The mission
statement of the Association reads: The mission of the University of Wisconsin-
Milwaukee Alumni Association is to support UWM by engaging alumni as members and
providing meaningful opportunities for alumni to experience a lifetime of pride through
their affiliation and participation with UWM.
The Association’s vision statement reads: The University of Wisconsin-Milwaukee Alumni
Association members are partners in leading UWM to excel as the premier urban,
education and research institution.
The Association’s values are stated in the following:
• The UWMAA supports the mission of UWM.
• Alumni involvement in the University is critical to UWM’s success.
• The alumni body is enriched by diversity.
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• Diverse board membership reflects current and potential membership.
• The UWMAA supports students through scholarships.
• The UWMAA maintains a strong sense of community among alumni and friends.
The UWMAA volunteers and professional staff are vital to effective alumni programs.
OBJECTIVES: The strategic objectives of Alumni Relations as reflected through the work
and strategic plan of the UWM Alumni Association include the following:
• Increase membership annually.
• Assess and address the needs of alumni and provide the benefits to meet those
needs.
• Increase alumni involvement in the Alumni Association.
• Maintain a strong partnership with the University.
• Provide student scholarships based on merit and need.
Alumni Relations objectives are implemented through the work of the Alumni
Association and led by the UWM Alumni Association Board of Trustees. These objectives
have been met through enhanced marketing initiatives and programming outreach
designed to involve alumni in the life of the Association and the University. As
reflected in the Association’s mission and values statements the Association sees itself as a
critical partner in leading UWM to excel as the premier urban, education and research
institution.
The membership marketing plan of the Association focuses on the renewal and
acquisition of memberships with campaigns, materials, varied methods of communication
and benefits designed to attract graduates of all ages giving particular attention in the last
year to the interest of more recent graduates. Included in this important effort has been
the work of the Constituent Alumni Associations by school and college and the survey of
alumni in order to serve all constituents and maximize our diversity.
The program outreach plan of the Association focuses on the objective to provide
programs to involve all of our diverse alumni population in solidifying alumni
connections to the University. This has been accomplished through programs to attract
alumni with events at Miller Park in partnerships with the Milwaukee Brewers and the
Milwaukee Bucks at the Bradley Center, alumni events in the corporate community,
alumni events to support the success of UWM Athletics and campus-wide events such as
Homecoming incorporating Alumni College. Outreach events have also been hosted
with alumni in Florida, Arizona, Washington, D.C. and New York.
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GOALS: The intended outcomes of the work of Alumni Relations include the increased
involvement of alumni as advocates for the University, the annual recognition of
outstanding alumni and faculty and the important ongoing awarding of scholarships to
deserving students. Through the implementation of a UWM Alumni Association Board
of Trustees approved marketing plan growth in the Association’s membership is evident
and alumni participation in enhanced programs and events increased. The University has
benefited from support realized through the critical work of Alumni Relations and the
UWM Alumni Association connecting alumni to UWM.
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University Relations and Communications
Divisional Unit Summary
University Relations &
Communications
Public Records
Request Fulfillment
Law & Policy
Resource
NAME OF UNIT: Public Records
PURPOSE: The Public Records Custodian oversees the collection, inspection, copying,
and release of government records that are requested under Wisconsin's open records
law. Facilitating access to public records provides a crucial service to the university and
its internal and external constituents in the name of an open government that is
responsive to its citizenry.
OBJECTIVES:
1. Request fulfillment:
Receive, analyze and respond to all public records requests, which approximate 200 per
year, which includes:
• Replying to requestors within prescribed time frames and notifying records
subjects;
• Collection of public records from various departments and divisions on campus;
• Conducting balancing test in accordance with state law and making decision as to
whether or not the release of a record is in the public’s best interest;
• Providing detailed written explanation to requester if a decision is made not to
release records, or redact records in any way;
• Being present to observe inspection of records;
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• Arranging photocopying and mailing/delivery of records;
• Invoicing requestors and accounting for all fees;
• Maintaining database of all requests.
2. Law & Policy Resource:
• Maintain knowledge and provide guidance to the campus community on
Wisconsin's open records law and FERPA (Family Educational Rights and Privacy
Act);
• Maintain and implement UWM's policies and procedures governing release of
information to the public;
• Consult with Office of Legal Affairs on issues as necessary.
GOALS: The public records custodian strives to process and complete all requests in a
timely, objective, courteous and professional manner. Attainment of this goal provides
informational access to the public in accordance with state law and protects the
university from potential litigation.
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University Relations & Communications
An Assessment of Past Practices
&
A Vision for:
Building Quality
Building The Future
Building Momentum
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Building Quality
The Division of University Relations & Communications operates in several areas to
enhance the quality and national reputation of UWM.
The Division uses both the UW System Mission statement and the select mission of UW-
Milwaukee as guides to meeting this goal.
From UW System Mission
Discover and disseminate knowledge
The division publicizes that discovery and dissemination frequently:
• Daily by way of the Today @ UWM Web story at www.uwm.edu. The Web page
receives 20,000 daily visitors, and each day these people are greeted with a new
story and picture about the university.
http://www.uwm.edu/News/Daily/Archive/
• Weekly in the e-Clips and e-nnouncements e-mail newsletters sent to campus and
community.
o The e-Clips newsletter is a compilation of the most interesting articles available
on the World Wide Web that details the accomplishments of UWM faculty,
students or staff. Publications from, literally, around the world mention UWM,
and this newsletter helps the campus share in the excitement of their colleagues
work being cited far and wide. http://www.uwm.edu/News/clips/
o The e-nnouncements are an additional way to publicize the many lectures,
exhibits and similar events taking place on campus. For many operations on
tight budgets, this cost-saving alternative still allows broad dissemination about
events without the cost of paper announcements.
http://www.uwm.edu/News/e-nnounce/
• Monthly during the academic year on the pages of the UWM Report newsletter, with
an on-campus circulation of 4,200. This publication, in an 11 x 17 format, carries 16
pages of articles and photos about accomplishments. Especially informative are the
pages devoted to the faculty’s and staff’s specific conference presentations; published
books, articles and papers; and grants received.
http://www.uwm.edu/News/report/old/
• Three times a year in the UWM Today magazine, sent to 112,000 campus and
community constituents. Recipients include alumni, faculty and staff, and key donors,
friends, and legislators. The magazine contains some of the most in-depth stories
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about the university. Recent cover features have been “Who Needs Scholarships?,”
People Make It Happen” (Special Annual Report Issue), and “Taking on Breast
Cancer.” http://www.uwm.edu/News/today/old/
Extend knowledge and its application beyond the boundaries of its campuses
The division has been a strong supporter of the UWM College Connection, a
collaborative bachelor’s degree program between UW-Milwaukee and the participating
UW College campuses. The program is designed so that students can earn their bachelor's
degree from UWM, without ever leaving their local college campus. The first half (or
more) of the degree is completed at the two-year campus. Students then apply to UWM,
and take the upper level courses leading to the bachelor's degree through UWM, at the
UW-College campus. http://www.uwm.edu/Dept/Acad_Aff/Coll_Conn/
In order to gain the trust of our students and the administrators at those campuses, the
division felt it was necessary to take UWM ‘on the road’ to share UWM’s message and
show its commitment to College Connection students in those communities. Throughout
the summer of 2000, the Chancellor and a traveling team consisting of UWM academic
advisors, deans, faculty members, the Provost and University Relations staff visited 11
Wisconsin cities.
Coordinated by the division’s Karla Ashenhurst, UWM Director of Government
Relations, the visits were comprehensive. Rather just a simple visit to the campus, the
theme of ‘Board the Brain Train’ included full days spent in the communities, speaking to
local chambers of commerce, and meeting with local media, UWM alumni living in the
communities, local elected officials (ironically, the mayor of Marinette, one of the
farthest campuses from Milwaukee, is a UWM alumnus), local business representatives,
and state elected officials in those areas, including the state representative who now
serves as the Speaker of the State Assembly.
The long-term benefits have been
1.) Nearly exponential growth in enrollment in the College Connection
2.) Establishment of relationships with state elected officials beyond Milwaukee
3.) Renewal in interest from alumni across the state who might otherwise have long-
forgotten about Milwaukee.
The College Connection continues to grow and UWM hopes to be on all 13 of the UW-
College campuses. Since the 2000 summer tour, UWM has continued to make regular
visits to its College Connection partners and now includes state elected officials from
those campuses in regular communications about UW-Milwaukee.
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Conduct organized programs of research
In 1998, federal relations activities were virtually nonexistent for UW-Milwaukee, other
than the occasional competitive grant. As a means of increasing our external funding
(from the federal government), in federal budget FY ‘02, UW-Milwaukee entered the
realm of requests for individuals appropriations (earmarks) in the federal fiscal budget
process. By the FY 04 federal budget year, the university had secured nearly $5 million
in earmarked funds for projects, including the establishment of the Center for Water
Security, a Great Lakes Aquaculture Center and an advanced manufacturing project
relative to military transport systems.
Encourage others in the UW System to seek the benefit of the unique education and
research resources of the doctoral institutions
As previously mentioned, the College Connection encourages two-year colleges to make
use of the resources available through UW-Milwaukee.
Serve the needs of women, minority, disadvantaged, disabled and non-traditional
students and seek racial and ethnic diversification of the student body and the
professional faculty and staff.
These subjects are frequently featured in UWM publications, including “Beyond Diversity
101,” a story about the innovative MilwaukeeCenter for Workplace Diversity (UWM
Today, Fall 2003); “Odyssey Project,” about low-income residents who study humanities
for free (UWM Today, Fall 2002); “The Milwaukee Idea Home,” about a new vision for
urban housing that can serve many constituencies, including people with disabilities.
Support activities designed to promote the economic development of the state
As previously mentioned, the College Connection encourages two-year colleges to make
use of the resources available through UW-Milwaukee. The value to state residents of
securing a bachelor’s degree compared to just an associate degree is significant: the U.S.
Census Bureau estimates over a lifetime it is worth $500,000. The state clearly benefits
from additional tax revenue from these individuals.
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From UWM Select Mission
Engage in a sustained research effort
As mentioned previously, the division has strongly supported the acquisition of funds for
research through federal earmarks.
Attract highly qualified students
The division supports the creation and distribution of several significant university
informational brochures that are distributed year-round. Different brochures are targeted
to specific audiences to reinforce the university’s access message.
Brochures have been a centerpiece of the university’s State Fair exhibit, which the
division has coordinated since its inception in 2001. Thousands of people each day,
including current and future students and their parents (who also might be current or
future students), stop at the university’s booth in the Wisconsin Products Pavilion to learn
more about the university’s dynamic role in the city and state.
Through the distinctive “LearnMore” media relations programs, UWM is creating a sense
that the sum of the Milwaukee educational experience is greater than the parts. The
opportunities offered are real world, not ivory tower.
Establish and maintain productive relationships with appropriate public and private
organizations at the local, regional, state and national levels women, minority,
disadvantaged, disabled and non-traditional students
As previously mentioned, UWM’s relationships with federal constituents is improving.
And to improve the university’s relationship with neighborhood residents living near the
university who had concerns about parking, traffic, housing, and quality of life issues, in
2002 the university created the position of Neighborhood Relations Liaison. This
position was among the first of its kind to be created in the entire nation. Since the
position was first filled in January of 2002, the Neighborhood Relations Liaison has
expanded into the Community and Local Government Relations Coordinator. During
her two years on campus, she has:
• Created a comprehensive University Relations Web site which includes extensive
Neighborhood Relations pages which provide resources for neighbors;
27
• Developed several low-cost strategies, such as a 1000+ e-mail group list, newsletter,
and postcards, which are utilized to alert community residents to events and
happenings on UWM’s campus;
• Implemented a marketing program, “Neighbor Nights,” to increase neighborhood
and community attendance at and interest in UWM events and activities;
• Developed a Neighborhood Relations database to track neighbor involvement with
the university;
• Served as a resource to the campus regarding city and county ordinances and policies
that affect the university and surrounding community.
• Planned and executed several candidate forums to provide students and neighbors
the opportunity to listen to candidates for local elected offices.
• Participated in hundreds of meetings with neighborhood residents, which has led to
improved relations between university administration, students, and neighbors.
Encourage others from UW System institutions and other educational institutions and
agencies to seek benefits from UWM’s research and educational resources.
As previously mentioned, the College Connection encourages two-year colleges to make
use of the resources available through UW-Milwaukee. Also in addition to getting more
stories in local media, we have increased UWM's exposure in national media through
selective placements on the ASCRIBE wire, a national media distribution service. From
ASCRIBE, stories about UWM have been picked up by national publications like
Education Week and Business Week magazine. Through national mailings targeted to
business and manufacturing magazines and large U.S. dailies, we have had placements in
Fortune Magazine and Industry Week magazine. Another national outlet, National
Geographic News Service, spotted our release on zebrafish research on the UWM Web
site, put the story on the New York Times Syndicate, and it was picked up by additional
publications.
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Building The Future
University Relations & Communications is a vital force in helping UWM to increase
enrollments through the recruitment and retention of traditional and non-traditional
students.
UWM Brand Identity Program
In 1999 UWM launched a brand identity program. The goal was to create a memorable,
distinctive and consistent identity for the university. The program has allowed UWM to
build a clear brand image in all types of communications, including logos, merchandise
symbols, stationery, publications, advertising, campus signage, and television and
electronic presentations including Web based media. A cornerstone of the program was
the development of a Graphic Standards manual
http://http://www.uwm.edu/News/campus/manual.pdf that provided detailed guidelines
for incorporating the new brand identity into all aspects of UWM’s communications. (A
hard copy of “Graphic Standards: UWM’s Brand Identity Program” has been submitted.)
The brand identity program has resulted in an integrated approach to communicating the
university’s message to internal and external audiences. In a 2002 benchmark survey
measuring the public’s attitude toward UWM 48% of the respondents said the visibility
and momentum of the university increased in the previous year. (A hard copy of “2002
UWM Benchmark Survey” has been submitted.) We believe the branded identity
program contributed significantly to the improved recognition of the university.
LearnMore Student Recruitment Marketing Campaign
In 2002 UWM launched an integrated marketing and advertising campaign to increase
student enrollments and extend the university’s brand identity. The “LearnMore” theme
was developed following extensive qualitative and quantitative research performed by
Versant, the university’s advertising and communication agency, and the UWM Center
for Urban Initiatives and Research.
(A hard copy of “University of Wisconsin-Milwaukee: Comprehensive Brand Research
Report, October 25, 2002,” by Versant and “University of Wisconsin-Milwaukee: Brand
Research Report, December 3, 2001,” by Versant have been submitted.)
The division of University Relations and Communications worked in close collaboration
with the Academic Deans Council and the University Marketing Committee to develop
the campaign which resulted in advertising messages in five media: print, broadcast,
outdoor, web, and indoor. In addition, the “LearnMore” theme was integrated into a
wide variety of collateral materials used by UWM’s schools, colleges and divisional units.
The “LearnMore” theme was selected because it is a concept that transcends diverse
audiences and creates a sense that the sum of the educational experience at UWM is
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greater than the parts. It also provides an opportunity to demonstrate UWM’s position
as a leader in the competitive education marketplace. The “LearnMore” campaign is
defined in an advertising and communications guidebook made available to all
marketing and communication agents on campus.
(A hard copy of “The ‘LearnMore’ Advertising and Communications Guidebook,” August
2002, has been submitted.)
Student recruitment “Viewbooks” and “Guidebooks” are designed and written by
members of our division in a style that showcase the wonderful diversity of our students,
faculty and staff. Our selection of photographs used on the covers and in the body of
the books are a good example of how we celebrate the diverse composition of our
campus community. We have made a major investment in building a strong library of
original, local graphic images that support our storyline that diversity is a central strength
of the institution. (Copies of the 2003-04 Viewbook aimed at traditional students and
the 2003-04 Adult and Returning Students Guidebook have been submitted.)
In December, 2003 additional focus groups were conducted to help measure the
effectiveness of the “LearnMore” campaign. The research shows that the Recruitment
and Advertising program has been received positively and contributed to a clearer
understanding of UWM’s mission and opportunities for prospective students.
(A hard copy of “University of Wisconsin-Milwaukee: Executive Research Summary,
January 8, 2004,” by Versant has been submitted.)
We believe that the significant increases in student applications and enrollments can be
attributed in part to the success of the “LearnMore” campaign.
In addition to promoting UWM’s degree programs the Division of University Relations
and Communications supports lifelong learning in a variety of ways.
Each year the UWM Alumni Association sponsors the Alumni College program in
conjunction with the university’s Homecoming weekend. Hundreds of alumni and
community members participate in a wide variety of courses that emphasize self-
enrichment and exploration. The program from the most-recent Alumni College is
online. http://cfprod.imt.uwm.edu/org/alumni/ac/
The Alumni Association also has begun to conduct quantitative and qualitative research
to measure the level of satisfaction our graduates have with their educational experiences
at UWM. The results (http://cfprod.imt.uwm.edu/org/alumni/surveys) provide valuable
insights into the impact a UWM education has had on our graduates.
The Alumni Association Awards Reception annually bestows Distinguished Alumnus
Awards and Graduate of the Last Decade (GOLD) Awards, and periodically awards
Special Life Achievement Awards. These awards recognize people who have achieved
professional success in their fields of study, demonstrated responsible citizenship and
30
social responsibility, and provided service to the community and society. Awardees are
highlighted as examples of what UWM graduates attain and set benchmarks to which
others can aspire to match and exceed.
The University Communications and Media Relations Department within the division
constantly highlights the accomplishments of current students and alumni, and current
faculty and staff. Hundreds of people and projects are featured in campus print
publications UWM Report (monthly) and UWM Today (quarterly), the daily online
news feature Today @ UWM (viewed at www.uwm.edu) and the weekly e-Clips
newsletter (sent via e-mail to campus and also posted online at
http://www.uwm.edu/News/clips/).
Campus faculty and staff available to the community as speakers for events are
documented in the annually updated UWM Experts Directory. The directory also is
available online (http://www.uwm.edu/News/experts/), which allows it to be frequently
updated.
The division has greatly increased the audience for the UWM experts directory, speakers
bureau, faculty newsletter, annual report, and news releases by making all available on
the Web.
In addition to getting more stories in local media, we have increased UWM’s exposure in
national media through selective placements on the ASCRIBE wire, a national media
distribution service. From ASCRIBE, stories about UWM have been picked up by
national publications like Education Week and Business Week magazine. Through
national mailings targeted to business and manufacturing magazines and large U.S.
dailies, we have had placements in Fortune Magazine and Industry Week magazine.
Another outlet, National Geographic News Service, spotted our release on zebrafish
research on the UWM Web site, put the story on the New York Times Syndicate, and it
was picked up by papers as far away as Chattanooga, Tenn. Collections of the clips can
be found online (http://www.uwm.edu/News/clips/).
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Building Momentum
The best divisional example of planning and budget decisions that illustrate how
University Relations & Communications helps the institution build momentum is our
State and Federal Relations program.
In 2000, after years of simply being part of the traditional state budget process, wherein
UW-Milwaukee received its share of what the UW System received in state funding,
(except for the occasional small allocation) the university moved forward with its first
multi-year, multi-million dollar budget request. After more than one year (June 2000-
August 2001) of constant and aggressive lobbying of state elected officials, including the
Governor and the Legislature, the 2001 biennial budget passed with a specific $16 million
appropriation to fund the Milwaukee Idea.
Heralded throughout the state as a ground-breaking community-university partnership,
we were able to transcend traditional rural vs. urban biases in terms of legislative
support. In Wisconsin, votes in the state legislature, rather than split by Democratic
legislators versus Republican legislators are instead split by urban legislators versus rural
legislators, with rural legislators making up the majority of the legislature.
Thanks to the College Connection Brain Train Tour of 2000 and other assertive lobbying
efforts, UWM was successful in securing this funding. Due to a major state budget crisis
following the attacks of September 11, 2001 and a major downturn in the Wisconsin
economy, the entire state budget, including the UW System’s share, needed to be
reduced. UW-Milwaukee sustained a $5 million cut to the Milwaukee Idea funding.
Regardless, our net gain was an increase of $11 million in state funding to support the
Milwaukee Idea.
Federal Government Relations
In 1998, federal relations activities were virtually nonexistent for UW-Milwaukee, other
than the occasional competitive grant. As a means of increasing our external funding
(from the federal government), in federal budget FY ‘02, UW-Milwaukee entered the
realm of requests for individuals appropriations (earmarks) in the federal fiscal budget
process. By the FY ’04 federal budget year, the university had secured nearly $5 million
in earmarked funds for projects, including the establishment of the Center for Water
Security, a Great Lakes Aquaculture Center urban nursing centers and an advanced
manufacturing project relative to military transport systems, breaking down as follows:
• Center for Water Security: $3 million (over 3 years)
• Advanced manufacturing of materials for military equipment: $500,000
• Great Lakes Aquaculture Center: $300,000
• Urban Health Partnerships (nursing): $220,000
• Sturgeon Research: Soft earmark in USGS (amount TBD)
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Beyond the direct financial benefit to the university, UWM is seeing other victories result
from the improved federal relations. Since 2001, various US Senate staff from
Washington, D.C. have been to the campus several times and we hosted a large-scale
media event featuring the Congressman who was instrumental in our success. The
effects are seen by alumni, media, local/state elected officials as well as our own internal
constituencies. University Relations works closely with Van Scoyoc Associates, a
Washington based Federal Relations Consulting Company under contract with UWM, to
coordinate UWM’s submissions to our Congressional delegation.
University Relations also helps to build momentum through its work with three advisory
groups:
• The UWM Board of Visitors
• The University Neighborhood Association
• The UWM Alumni Association
UWM makes use of a Board of Visitors, the activities of which are coordinated by the
Division of University Relations and Communications.
The board-of-visitors idea was reconstituted by the University of Wisconsin System Board
of Regents in 1978. The regents instructed Milwaukee and Madison to form such boards
and made the boards optional at other UW System colleges.
The four purposes and functions for the board of visitors, populated by community
leaders not employed by the university, were defined in 1978 and have not changed
since. They are:
1. To become informed about the institution’s mission, purposes, achievements and
problems.
This is done through quarterly meetings that spotlight areas of particular interest to
community constituents. The agendas for meetings held in 2002 and 2003 are attached.
2. To advise and assist the institution’s administration in communicating with faculty,
students, prospective students, parents, alumni, government officials and the general
public.
Board of Visitor members have been advocates for the university in the community and
with elected officials during recent state budget cycles. They have had direct
conversations with legislators and written letters on behalf of UWM.
3. To suggest to the chancellor ways to improve the institution’s services to and
relationships with the students, faculty, community and state.
The chancellor has hosted at least one board meeting each year to directly learn from
board members.
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4. At the request of the regents, the system president, the chancellor, or on its own
initiative, to conduct inquiries into specific matters and make reports and
recommendations to the regents, system president and chancellor.
A recent example of the board’s involvement with university activities was the feedback
it provided to the UW System—at System’s request—for a community point of view
related to the potential sale of the Chancellor’s Residence.
The current Board of Visitors membership roster and biographies, and mission statement
are available online at http://www.uwm.edu/Dept/Univ_Rel/BOV/.
Another advising board is the University Neighborhood Association’s Executive
Committee, which meets on a regular basis to address issues involving the university and
surrounding neighborhood.
In order to improve the university’s relationship with neighborhood residents living near
the university who have concerns about parking, traffic, housing, and quality of life
issues, in 2002 the university created the position of Neighborhood Relations Liaison.
This position was among the first of its kind to be created in the entire nation. Since the
position was first filled in January of 2002, the Neighborhood Relations Liaison has
expanded into the Community and Local Government Relations Coordinator. During
her two years on campus, she has:
• Created a comprehensive University Relations Web site
(http://www.uwm.edu/Dept/Univ_Rel/neighborhood/) which includes extensive
Neighborhood Relations pages which provide resources for neighbors;
• Developed several low-cost strategies, such as a 1000+ e-mail group list,
newsletter, and postcards, which are utilized to alert community residents to
events and happenings on UWM’s campus
(http://www.uwm.edu/Dept/Univ_Rel/neighborhood/resources.html);
• Implemented a marketing program, “Neighbor Nights,” to increase neighborhood
and community attendance at and interest in UWM events and activities;
• Developed a Neighborhood Relations database to track neighbor involvement
with the university;
• Served as a resource to the campus regarding city and county ordinances and
policies that affect the university and surrounding community.
• Planned and executed several candidate forums to provide students and neighbors
the opportunity to listen to candidates for local elected offices.
34
• Participated in hundreds of meetings with neighborhood residents, which has led
to improved relations between university administration, students, and neighbors.
http://www.uwm.edu/Dept/Univ_Rel/neighborhood/neighbors.html
In 2001 UWM initiated and funded a comprehensive neighborhood strategy and vision
process to identify and address critical issues for the area immediately surrounding the
University. The City of Milwaukee's Department of Community Development managed
the study and retained an urban planning firm to facilitate a collaborative process and to
draw upon their national experiences in university and neighborhood planning. After
the completion of a year-long planning process that involved active public participation,
the study was completed in June 2003, and provides a vision and working agenda of
initiatives and action strategies to resolve critical issues regarding quality of life, housing,
parking, and transit. The study is available online
(http://www.mkedcd.org/planning/plans/UWM/index.html).
A third key constituency group is the UWM Alumni Association, the official association of
alumni and friends of University of Wisconsin-Milwaukee. Established in 1965, the
UWMAA is a non-profit, member-supported organization. It exists to keep UWM’s
friends and 100,000 living alumni actively involved with the university.
The UWMAA has more than 8,000 active members and is pursuing strong membership
growth. Members enjoy great benefits including special invitations to UWM events, full
borrowing privileges at the UWM Libraries, special rates at the Klotsche Center, career
assistance, and special insurance rates. UWMAA membership dues support student
scholarships and mentoring, recognition awards for faculty and distinguished alumni, and
vital outreach programs. Membership is a great way for the students of yesterday to
build an ever greater university for the students of tomorrow. Sponsored events take
place year round. Major events include the Pantherfest Homecoming celebration, class
reunions, Alumni College, the annual Great Lakes WATER Institute tour, and receptions
before or after athletic events. Members stay up to date by subscribing to UWM Today,
the three-time-a-year magazine, and UWM Connection, the association’s e-mail
newsletter; and visiting the association’s Web site.
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The UWM Alumni Association aims to achieve the following targets by June 20, 2005:
Subheading Goals
Alumni Communications • Improve alumni communications in print
and online.
Alumni Association Brand Building • Improve Alumni Association visibility
among current students and recent
graduates.
Acquisition of New Paid Members • Grow paid membership by approximately
15% to 8,000.
• Grow membership revenues by 25% over
Fiscal ’04 results.
• Reduce new member acquisition cost from
$4.35 per dollar raised to $3.00 per dollar
raised.
Conversion of Complimentary Members to • Convert at least 15% of “complimentary
Paid Members new graduate members” to paid members
in Fiscal ’05.
Membership Retention • Establish tools and benchmarks for
measuring member satisfaction.
• Achieve an annual paid member renewal
rate greater than 55%.
Affinity Relationships and Other Revenue • Fully replace Bank One revenues of
Sources $200,000/year.
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