As the university continues to elevate its profile as a premier institution of higher education, it is undertaking a research initiative to evaluate GW's current overall reputation among key audiences and opinion leaders of reputation and perception. The university wants to ensure that its marketing and communications conveys what makes The George Washington University unique and special. The initiative is being led by the division of External Relations and a working group representing key divisions of the University, including academic affairs, undergraduate admissions, graduate enrollment, institutional research and development and alumni relations, as well as student representation.
“The George Washington University has changed significantly in the last decade, moving higher in national rankings, building a strong reputation as a leading university engaging the world from its perch in the heart of Washington, D.C., and becoming more recognized for providing a unique academic experience,” says Lorraine Voles, vice president for external relations. “We want to ensure that the communications put forward by the university are as effective as possible and capture what is special about The George Washington University.”
While GW has often used research to gauge how well the university is providing various services to specific stakeholders, this will be an opportunity to learn how different audiences view the institution overall. Feedback will be sought from prospective and current students, faculty, staff, parents, alumni and peer institutions as part of the initiative. The findings from the research will be translated into updated recommendations for communications and an overall strategic communications plan for the university.
“Our hope is that a university-wide communications plan will help leverage resources and encourage collaboration between all the communicators so that we are effective in demonstrating why our students and faculty are among the best and brightest in the world,” said Jin Chon, executive director for strategic communications, who is coordinating the research effort. “This initiative will help provide university decision-makers with evidence-based tools to help articulate the university’s vision and direction.”