Public Outreach and Legislative Affairs Committee August 4, 2010 Item #3 EXECUTIVE SUMMARY Page 1 of 11

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1 EECUTIVE SUMMARY Page 1 of 11 Item Name: Overview of University System Communications Plan Action Item Discussion Item Information Item Issue: The Committee will receive an overview of the University System Communications Plan Background The ABOR public affairs staff, in conjunction with the universities, has developed a university system communications plan for Strategic Implications Public affairs efforts help to communicate and advance the missions of the Regents, and universities by promoting greater awareness about the critical economic and social challenges facing Arizona, the ways in which higher education provides solutions to these challenges, and the issues facing higher education and Arizona s public universities. Discussion This plan, at pages 2 to 11, outlines the board s narrative for the year, identifies the key audiences that we need to reach, potential outreach topics, and tactics for reaching those audiences. Recommendation to the Committee This update is provided for the Committee s information. Contact Information: Katie Paquet, Associate VP for Public Affairs and External Relations, ABOR, , katie.paquet@azregents.edu or Jennifer Grentz, Assistant VP for Public Affairs and External Relations, ABOR, , jennifer.grentz@azregents.edu.

2 EECUTIVE SUMMARY Page 2 of 11 ARIZONA BOARD OF REGENTS COMMUNICATIONS PLAN FY 2011 PURPOSE To inform the various constituencies of the Arizona University System about upcoming challenges, opportunities and successes that will greatly affect the University System and impact its constituencies and communicate the Board s role in meeting these challenges and enhancing higher education in Arizona. COMMUNICATIONS COLLABORTATION WITH THE UNIVERSITIES ABOR Public Affairs will continue to promote a statewide, system centric message, recognizing the unique contributions of each university in the system. ABOR System staff will continue collaboration with university public information officers to ensure clear messages are communicated to the media through a once a month regularly scheduled call and on an as needed basis. ABOR Public Affairs will continue to share messaging on key issues related to the Board with university public information officers and will ask for each university s messaging on the same issue to ensure consistency. NARRATIVE FOR THE YEAR The University System is operating more effectively than ever, finding new, innovative efficient affordable and accessible ways to educate record numbers of students through increased partnerships with community colleges and new degree programs at a lower cost to the student and the state. We re continually working to ensure more students receive the high-quality education they desire, deserve, and need to succeed in today s economy. The University System also plays a major role in the Arizona economy providing the educated workforce needed to fill jobs that require post-secondary degrees; generating research and innovative ideas that bring in hundreds of millions in federal grant money; contributing millions to the economy; propelling entrepreneurial growth and spurring economic development opportunities for local businesses and major corporations. The Arizona Board of Regents and the entire University System is committed to serving students, the state, and to society as a whole. BACKGROUND AND ENVIRONMENT Given the ongoing fiscal crisis, much of the public focus on the Arizona University System over the last six months has centered on budget cuts to the universities and how they ve impacted operations and academic delivery. With the budget situation expected to be bleak well into

3 EECUTIVE SUMMARY Page 3 of , the University System has adopted a mantra of doing more with less. Meanwhile, record numbers of students are entering the system and the need to produce more graduates to fill jobs that will require post-secondary degrees continues. The University System continues to be tasked with finding new, innovative, efficient, affordable and accessible ways to educate students. In that regard, ABOR s system architecture reform plans outlined in 2020 Vision have begun to pay off. The Universities have developed multiple degree pathway program partnerships with community colleges and new institutional structures such as NAU/Yavapai have been created. The need to effectively communicate all that the University System is doing to provide a high quality education in more efficient and affordable ways with both policy makers and the general public is imperative and must be ongoing throughout the year. With the Getting AHEAD project well underway, and ABOR playing a major role in it, ABOR Public Affairs will have multiple opportunities to highlight efforts to increase collaboration between the universities and community colleges, improved governance and coordination across Arizona s higher education spectrum, improved e-advising efforts, and to lay the foundation publicly for any potential changes to the state funding formula. The five key elements of the Getting AHEAD project include: 1. Creating a technology based student-centered system that improves advising and career planning, provides seamless pathways to the full range of statewide postsecondary opportunities, includes joint admission to both two-year and four-year institutions, and tracks student success. 2. Creating four new institutional structures to produce more degrees at lower costs: (a) Deeply-integrated community college/university partnership campuses; (b) Regional universities established in partnership with community colleges; (c) New four-year baccalaureate campuses; and (d) New collaborative Arizona Public University Centers. These four structures will be phased in at two-year benchmarks through full build-out by 2020 and are based on the Arizona University System Architecture Reform, approved by the Board. 3. Building a completely new Higher Education Finance Model for Arizona that will maximize predictability, productivity, and sustainability. The model design, which is being undertaken immediately, will include provisions for (a) a dedicated funding stream, (b) incentivizing course, transfer and degree completion, (c) generating and reinvesting savings, and (d) aligning state/local funding, tuition-setting and student financial aid.

4 EECUTIVE SUMMARY Page 4 of Planning for an improved coordination/governance system so as to optimize statewide goals of accessibility, affordability, quality, and accountability. 5. Developing a communications and public engagement program that raises awareness levels and identifies bold actions to achieve Arizona goals through postsecondary education for economic development, quality of life, and social justice. A separate comprehensive communications and legislative plan to accomplish these goals is being developed in conjunction with the community colleges. The Board will continue to be kept apprised of the progress of Getting AHEAD and will have the opportunity to provide input on key policy decisions related to the Getting AHEAD agenda. In addition, Solutions Through Higher Education continues to emerge as a key third party advocate for higher education. With a robust coalition of higher education supporters behind it, Solutions is an essential communications vehicle ABOR must continue to partner with to spread the good news about Arizona s higher education system. The 2010 legislative session included passage of Senate Bill 1186, the shared numbering bill. Community college, ABOR, university and student representatives are in the process of developing a plan to implement a shared numbering system that identifies courses that transfer from community colleges in Arizona to Arizona public universities toward a baccalaureate degree. This plan is due to the House and Senate education committees by December 15, Submission of this report will be another opportunity to highlight efforts by the university system to make baccalaureate degrees more affordable and accessible. The System Office is also in the midst of change. Regent Anne Mariucci has begun her term as Chairman of the Board and Dr. Tom Anderes has stepped in as President. Chairman Mariucci s vision includes a streamlined committee structure with fewer standing committees and new strategic task forces that tackle key, topical issues. The Board is also adopting a theme-based approach to its meetings and a large portion of each meeting is expected to be dedicated to the designated theme. Board meeting themes and System Leadership for Excellence initiatives to highlight include: August 5-6, 2010 (ASU) State funding of the universities and capital financing State funding of the universities Capital plans and construction Alternative financing vehicles External Theme: Exercising judicious and efficient fiscal decision-making. September 23-24, 2010 (NAU) ABOR System Leadership for Excellence Update

5 EECUTIVE SUMMARY Page 5 of 11 Report from Presidents on Kirwan project recommendations Evaluation of Human Resources policies and practices External Theme: Accountability and system-wide operating effectiveness. December 9-10, 2010 (UA) Undergraduate education Enrollment and access Streamlining of programs, schools, colleges as a system Privatization External Theme: Accessibility, affordability, efficiency. February 17-19, 2011 (ASU) Student funding of university education and financial aid Tuition background and direction to presidents on tuition recommendations Financial aid report External Theme: Continuing to provide a high-quality education while maintaining access and affordability. April 7-8, 2011 (UA) Graduate education and research Tuition setting Research External Theme: Continuing to provide a high-quality education while maintaining access and affordability; and impacting society, the state and the economy through research and innovation. June 16-17, 2011 (NAU) ABOR System Leadership for Excellence and Community Engagement Update Report from Presidents on status of Kirwan consulting project recommendations Operating efficiencies External Theme: Accountability, efficiency and system-wide operating effectiveness. Prior to each Board meeting, the System s Public Affairs staff will work closely with University communications staff to identify strategic ways to promote Board meeting themes and publicize key accomplishments. The Kirwan recommendations that will be unveiled at the September Board meeting will also be a major component to ABOR s public affairs plans. And,

6 EECUTIVE SUMMARY Page 6 of 11 as the Board also seeks to elevate the role of President, ABOR public affairs and government relations staff will look for strategic opportunities for the President to have a more visible public presence at the legislature and in the business, civic, economic development and education communities. During FY 2011, opportunities for public awareness and outreach will be carried out in an environment in which: The University System will continue to have sizeable resource needs for enrollment growth with continued budget pressures; Tom Anderes has just stepped into the new role of President of the Board; Regent Mariucci takes over as Chair of the Board; The Board will be streamlining its Committee structure; Elections will create a new group of elected officials and legislative leaders, making it necessary to educate new members, develop new advocates, and strengthen ties with existing members; The University System will begin exploring new funding formula options; AWARENESS, ADVOCACY & OUTREACH The University System themes and messages need to be delivered to a wide variety of audiences students and faculty, the general public, the legislative and executive branches of government, and business, civic and education organizations. Our message with each audience must be consistent throughout the year and while some audiences may have an interest in one particular topic, it s important to paint a cohesive picture of how the University System serves and impacts students, the public, business, the economy, and the state. For each identified board meeting theme, there are several potential outreach topics that we can use to tell our narrative: Narrative Themes & Potential Outreach Topics Efficiency & Operating Effectiveness Access & Affordability Research, Innovation & Economic Impact Other Community College partnerships President s recommendations

7 EECUTIVE SUMMARY Page 7 of 11 (Kirwan) Potential funding formula modifications The need for a statefunded financial aid program Tuition/university funded financial aid RHHE award reforms Intercollegiate Athletics reforms Textbook savings Enrollment and access Research, innovation, economic contributions Positions on key legislation and implementation of legislation TBD System architecture and academic delivery UA Healthcare merger Phoenix Biomedical Campus development System-wide operation effectiveness National Clearinghouse student tracking data 2020 Vision metrics Student success CITIZEN, COMMUNITY AND MEDIA OUTREACH

8 EECUTIVE SUMMARY Page 8 of 11 ABOR Public Affairs will seek opportunities to inform the citizens and community about University System accomplishments and initiatives through press releases; op-ed pieces; presentations to educational, community and business groups; issue papers; information on the ABOR website; the annual report; the Regents Dashboard; social media channels; and through partners such as Arizona Students Association, Solutions Through Higher Education and Expect More Arizona. ABOR Public Affairs will work with the business community to further the interests of the University System and gain support for resource needs and initiatives. Public Affairs will work in conjunction with Government Affairs to develop a cadre of key business and community leaders who can best influence policy outcomes. ABOR Public Affairs will also seek opportunities for Board members to participate in community forums, university forums and student meetings to tell our narrative. ABOR Public Affairs will continue to build and strengthen relationships with higher education reporters. Reporters will continue to be provided Board meeting materials in advance of the Board meeting and public affairs staff will hold pre-board meeting press briefings before each Board meeting to highlight key issues and answer questions related to Board agenda items. ABOR Public Affairs will seek a local television partner to dedicate a weekly segment to higher education. ABOR public affairs will also continue to seek opportunities with television and radio public affairs programs around the state for Board members to discuss higher education issues and key accomplishments. Editorial board meetings will be scheduled as needed on ABOR specific issues and issues related to the Getting AHEAD project. The ABOR website will continue to provide up-to-date information on actions and activities of the Board. Press releases, issue papers, board agendas, links to publications and other documents will be available to the media and general public on the ABOR website. ABOR will submit its FY10 annual report to the Governor s office on October 1 and explore opportunities to use it as a tool with legislators and the business and civic community. In addition, the System office will seek new ways to collaborate on public relations items such as asking the universities to include system messaging in their public relations materials, quotes from Regents in university press releases that relate to system initiatives (and vice versa), coauthoring opinion editorials on items that relate to system initiatives, or collaborating on video shorts promoting system initiatives. AWARENESS AND ADVOCACY LEGISLATIVE AND EECUTIVE BRANCHES

9 EECUTIVE SUMMARY Page 9 of 11 The legislative and executive branches of government are two of the system s key audiences. Message consistency between the public and elected officials and staff will be imperative for legislative success. The Public Outreach and Legislative Affairs Committee, chaired by Regent DuVal, and in concert with Chairman Mariucci, will guide development of the FY 2011 legislative agenda, monitor legislative activity, and take positions and provide direction on legislative issues. The Committee will also guide and monitor government affairs activities and work closely with the Government Affairs Group on strategies to deal with higher education legislation and other issues with potential implications for the University System. Members of the Board will join the University and ABOR presidents in policy-level discussions with the Governor, leadership of the House and Senate, and Chairs of relevant House and Senate Committees regarding legislative initiatives. Board members will participate in communicating and advocating for the University System s budget request and may be asked to testify on behalf of the budget request during potential legislative hearings and, as appropriate, in support of University System legislative initiatives. University system government affairs staff will meet regularly to discuss proposed legislation, share information about legislative interactions, and discuss ways to advance the University System s legislative agenda and interests. Similar meetings will be held with representatives of the Arizona Students Association and the Government Affairs Group to provide the opportunity for all to stay informed of System positions and student issues. Government affairs staff will continue to identify and cultivate champions of higher education in the legislature and meet with members of pertinent House and Senate Committees to inform them about higher education issues and University System initiatives. House Speaker Kirk Adams has indicated an interest in hosting university tours for legislators in an effort to increase their level of understanding of programs, services, initiatives and contributions of the universities. Board government and public affairs staff are developing a briefing binder for key elected officials and their staff with background information about the Board, Board committee structure and issue information, Board meeting dates, and relevant news about the Board and the higher education. Staff will send regular updates to legislators and legislative staff with higher education news and key event information. The Board and the universities will comply with requirements for various mandated reports and studies. Members of the Board are encouraged to participate in third party events and forums sponsored by alumni and advocates such as Solutions Through Higher Education, providing an opportunity for Regents to reinforce the universities resource needs and the importance of

10 EECUTIVE SUMMARY Page 10 of 11 higher education to Arizona s citizens and communities. During the legislative session, Board members will be made aware of campus constituencies outreach opportunities at the State Capitol, including activities arranged by students, alumni, classified staff and others. Board members will receive regular legislative updates. UNIVERSITY SUPPORT FOR SYSTEM NARRATIVE Each university will work to support the narrative for the year in the following ways: ASU ASU is delivering on the University System s commitment to provide innovative, efficient, affordable and accessible educational alternatives through the following: 1) The Colleges@ASU program will provide baccalaureate degrees in select, high-demand programs at locations throughout the state at a tuition level set equal to the level of funding obtained through a Pell Grant. 2) The university will continue to extend its partnerships with community colleges to streamline transfer and degree completion. 3) ASU will offer three-year degree completion options for programs, when appropriate. 4) The university will continue to expand and enhance its online and classroom-based degree and degree-completion programs for military veterans and nontraditional students. 5) ASU remains committed to providing financial aid and adequate instructional capacity to ensure that no qualified Arizona student will be denied access to a college degree. ASU faculty and staff are actively involved in Getting AHEAD. They also work with Solutions Through Higher Education and Expect More Arizona to increase awareness of the importance of education to the state s present and future. The university increases awareness and positive perception of its own and the University System s objectives and achievements through active cultivation of print, broadcast and digital media outlets. In addition, ASU communicates directly with stakeholders and the general public through a portfolio of print, broadcast and digital media channels directly controlled by the university, the ASU Foundation and the ASU Alumni Association. ASU has direct face-to-face contact with Arizona audiences through 470 community outreach programs in 554 locations, offered by 149 different units, totaling 1150 outreach opportunities. NAU

11 EECUTIVE SUMMARY Page 11 of 11 Continuing to promote NAU s partnerships with community colleges and as well as local governments across the state to provide accessible and affordable higher education opportunities. Generating articles about NAU s role in creating an educated workforce that meets the needs of a 21 st century society. Highlighting NAU s important research role and its impact on the state s economy. Working to provide opportunities for growth within Solutions Through Higher Education and Expect More Arizona. UA The University of Arizona will identify and promote its efforts to realize the system goals set by the Arizona Board of Regents. In addition to reaching out to news organizations around the world, the UA Communications team can reach more than 170,000 constituents directly each day through its UANews platform. After publication, news stories, multimedia and social media content will be available to ABOR for use in its various initiatives to expand support for higher education across the state. A representative from the UA also will participate in the Getting AHEAD Strategic Engagement and Communications Committee. As it has in the past, UA Communications staff will collaborate with ABOR Public Affairs to identify opportunities for Regents to bring their message to southern Arizona through news and public events. # # #