Mississippi State University Office of Public Affairs!"##"##"$$"%&'(')%*+",)-#"'.% /-(+0%1),")2. Fall 2014

Transcription

1 Mississippi State University Office of Public Affairs!"##"##"$$"%&'(')%*+",)-#"'.% /-(+0%1),")2 Fall 2014

2 !"#$"%#& Demographics Key Findings Questions

3 Demographics Internal A population of 98,014 internal stakeholders consisted of alumni, administrators, faculty, staff, and students. Of this population, 11.8% responded for a total sample size of 11,560. The student population was broken down into 6 categories: Freshmen, Sophomores, Juniors, Seniors, Graduates, and Veterinary. External An online survey panel was held that received a sample size of 507. This sample contained respondents from 46 states.

4 89% of the respondents consider MSU s current image to be strong or very strong. (Internal Survey, Question 1) How do you view Mississippi State University s current image? 0.7% Choose to skip this question 2.0% Don't Know 56.0% Very Strong 33.3% Strong 6.2% 1.2% Less strong N= 11, % Weak

5 When broken down by status in the University, Administrators and Faculty showed the lowest amount of approval of the current image. On the exact opposite side, the Student population showed the largest amount of approval. (Internal Survey, Question 1) How do you view Mississippi State University s current image? Very Strong Three Two One Weak Administrator Alumni Faculty Staff Student

6 85% of survey participants are very likely to recommend MSU to others. (Internal Survey, Question 14).2%.5% Choose to skip this question Don t Know 85.4% Very likely 10.3% Likely 2.3%.8% Less likely.5% Unlikely N=11,560

7 89% of people are satisfied or very satisfied with the current direction of MSU. (Internal Survey, Question 3)

8 61% of the respondents who were affiliated with the University thought that those outside of it would consider MSU s image as positive, while the actual results showed that 73% found it to be favorable or positive. (Internal Survey, Questions 5; External Survey, Question 7)

9 The affiliated population showed that there are significant items that people are and are not aware of MSU s involvement with. The lack of familiarity presents some very significant opportunities. (Internal Survey, Question 6) Please indicate whether you are familiar or unfamiliar with Mississippi State University s involvement in the following areas of research: Alternative vehicle designs (EcoCAR) 37.1% 62.4% World Hunger Solutions 75.1% 23.9% Agricultural research 11.5% 88.3% Cybersecurity research 72.2% 27.2% Ulysses S. Grant Presidential Library 42.8% 56.2% Pandemic influenza research 89.8% 9.6% Collaborative research with NASA 50.5% 48.9% Engineering research 17.2% 82.4% Forestry Research 20.7% 79.0% Football helmet safety research 74.9% 24.5% Composite airplane design 66.1% 33.3% Supercomputer technology 59.7% 39.7% Ocean vessel designs 90.4% 9.0% N=11,560

10 The affiliated population showed that there are noteworthy accomplishments that people are and are not aware of MSU s involvement with. (Internal Survey, Question 7) Please indicate whether you are famililar or unfamiliar with Mississippi State University s involvement with the following: Rhodes Scholars 40.8% Teacher preparation initiatives 54.4% 58.6% 44.9% Golf management 30.0% 69.4% Extension services 19.1% 80.6% College World Series 17.5% 82.1% Veteran-friendly campus 42.2% 57.3% Economic development 44.6% Broadcast meteorology Online MBA program 36.0% 56.2% 54.9% 63.6% 43.3% Community volunteerism Architecture programs Mobile veterinary clinics 37.1% 62.4% 25.3% 74.3% 53.7% 45.7%

11 Many of the responses on how those who are affiliated would describe the university were commonplace for university descriptions. Popular terms included university, education, friendly, research, beautiful, strong, and excellent. (Internal Survey, Question 9)

12 On the graded scale, Providing a Solid Education (93.6%) and Being Believable (86.9%) were the highest rated. Telling the MSU Story (77.3%) and Caring about the Needs of Alumni (72.6%) were the lowest rated. (Internal Survey, Question 15)

13 88% of affiliated people have seen a form of MSU advertising this past year. The strongest form of advertising was Television at 73.7%, while YouTube (13.9%) and Radio (44.8%) were the lowest seen. (Internal Survey, Question 16 & 17)

14 When looking at the frequency of items being seen, people most often see the website, s, and social media. They very seldom see YouTube/Viral Videos, with over 60% reporting they hardly see them. (Internal Survey, Question 23) How frequently do you read, see or hear each of the following: Websites Electronic Newsletter 0.6% Choose to skip this question 0.8% Don't know 0.4% Don't know 1.2% 0.4% Choose to skip this question 0.7% Choose to skip this question Don't know 58.9% Very Frequently 67.1% Very Frequently 32.1% Very Frequently 21.9% Frequently 21.2% Frequently 27.5% Frequently 10.7% 7.4% 20.7% 4.5% Rarely 2.4% Rarely 10.4% Rarely 2.7% Never 1.1% Never 7.4% Never Radio/TV Broadcast Advertising 0.6% Choose to skip this question Print Advertising 0.7% Choose to skip this question Billboards 0.7% Choose to skip this question 1.2% Don't know 1.0% Don't know 1.3% Don't know 31.2% Very Frequently 23.9% Very Frequently 29.1% Very Frequently 27.3% Frequently 28.1% Frequently 27.1% Frequently 21.3% 24.9% 21.1% 11.7% Rarely 14.6% Rarely 12.4% Rarely 6.7% Never 6.8% Never 8.2% Never Social Media or Online Community 1.1% Choose to skip this question YouTube/ Viral Video 1.6% Choose to skip this question 1.9% Don't know 3.9% Don't know 45.8% Very Frequently 14.6% Very Frequently 21.1% Frequently 17.6% Frequently 12.5% 20.6% 8.7% Rarely 20.9% Rarely 8.9% Never 20.9% Never *Selection #4 (Alumnus Magazine) had a system error that lost all of its responses.

15 Only one item fell below the 50% approval rating for MSU s effectiveness in utilization, this was YouTube/Viral Video with only 28.9% approval. (Internal Survey, Question 24) For each of the communication methods listed below, please rate MSU' s effectiveness in utilizing that method. University Website Electronic Newsletter 12.2% 6.2% 14.8% 3.2% 8.9% 75.7% No response Fail Pass 3.7% 10.4% 79.7% No response Fail Pass 5.2% 16.9% 63.1% No Response Fail Pass Radio/TV Broadcast Advertising 19.1% 8.2% No response Fail Print Advertising 19.2% 6.9% No response Fail Billboards 17.2% 7.2% No response Fail 19.8% 18.0% 12.0% 53.0% Pass 56.0% Pass 63.5% Pass Social Media or Online Community 23.7% No response YouTube/ Viral Video 44.7% No response 5.1% Fail 10.7% Fail 10.4% 15.8% 60.8% Pass 28.9% Pass *Selection #4 (Alumnus Magazine) had a system error that lost all of its responses.

16 Positive words to describe colleges and universities. (External Survey, Question 2)

17 Negative words to describe colleges and universities. (External Survey, Question 3)

18 54% of the national panel has a positive perception of Mississippi, while only 40% of the panel consider themselves moderately or more familiar with MSU. (External Survey, Questions 4 & 5)

19 73% of the panel see MSU s image as favorable, while 71.5% believe that MSU is taking the appropriate steps to keep a strong image in the future. (External Survey, Questions 7 & 8)

20 The external audience said they would describe Mississippi State to others in an overall positive way. Some important items to note were: education, good, school, leading, opportunities, affordable, and research. (External Survey, Question 9)

21 346 (68%) participants responded to Q10. Of those, 37% responded that they were unsure of what made MSU different from other universities, or that there was no difference at all. (External Survey, Question 10)

22 Participants responded with the four messages that resonated with them most. Overall, Helping Students Find Their Place in the World was the most appealing with 55.1% and 56.8% respectively. Developing Sustainable Partnerships with University Neighbors came in at the bottom with 11.5% and 8.9% respectively. (Internal Survey, Question 32; External Survey, Question 22)

23 Questions?