Status Report of Rutgers Comprehensive Communications ...

COMPREHENSIVE COMMUNICATIONS PROGRAM AT RUTGERS
From its inception, the Comprehensive Communications Program was envisioned to be a
multiyear endeavor, with clear overarching goals, essential core elements, and phased, yearby-year
achievements. The primary focus of the program was defined as in New Jersey, with
a secondary focus on select out-of-state constituencies.
Objectives
The overall, long-term program objectives are:
to give Rutgers a consistent, distinctive, and positive identity in New Jersey and beyond;
to convey a clear sense of what “Rutgers” is among its most important stakeholders;
to build pride in Rutgers among its key stakeholders; and
to demonstrate why Rutgers warrants greater private and public support.
Audiences
The primary target audiences include:
Rutgers alumni;
New Jersey residents;
Rutgers faculty, staff, and current students;
policymakers;
business leaders; and
prospective students, including undergraduate, graduate, professional, and continuing
education students.
Secondary audiences include senior leaders at peer academic institutions. See table 1 on
page 6 for audience-based translations.
Strategy
The communications program was designed to be extensive—fully considering all of the
factors that influence brand development and brand management at a large decentralized
public university. Budget and resource realities, and the need for periodic assessment, required
a phased approach to audience outreach and tactical deployment. In addition to the overall
goals, annual plans with specific program achievements were identified. The underlying
premise of the program has been that Rutgers people are the keepers and promoters of the
Rutgers brand.
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