Status Report of Rutgers Comprehensive Communications ...

Developing a Plan through Broad Consultation
To provide input and help guide the development of the program, the Vice President for
University Relations convened several advisory committees comprising students, faculty, staff,
and alumni who held leadership positions in the public relations and advertising fields. The
department also consulted broadly with established university bodies including the President’s
Cabinet; the Administrative Council; the Board of Governors’ Committee on Alumni and
University Relations; faculty groups in New Brunswick, Newark, and Camden; the University
Senate; and student leaders.
The Department of University Relations contracted with Lipman Hearne, a nationally known
higher education communications and marketing firm selected by the Communications
Program Vendor Selection Task Force, a universitywide committee chaired by Professor Paul
Leath. Lipman Hearne reviewed thousands of communications produced by the university, its
campuses, and individual units. The firm conducted focus groups across the state, including
sessions on campus with students and faculty members. Through careful testing, Lipman
Hearne, in close collaboration with University Relations, assessed Rutgers’ visual identity and
key messages and made recommendations based on the findings. University Relations’ work
with Lipman Hearne led to the development of a multiyear Comprehensive Communications
Program to clarify and elevate the Rutgers brand.
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