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A Story by Numbers:

Higher Education's Accelerated Evolution


We are at an inflection point in higher education’s evolution where effective communications and marketing are paramount. A reevaluation of objectives, stakeholder relationships, engagement strategies, and the role of data and analytics in promoting and protecting institutional brands now sits atop the to-do list of senior-most leaders at colleges and universities across the country. 

Legend Labs has produced a detailed analysis of four major trends impacting brand reputation and strategic communications & marketing. 
View Full Report

Trends summary + examples from this week 

The report explores four trends. Notable recent news shows just how relevant they are at this moment in the evolution of higher eduction. 

TREND 1: Strenuous Governance Roles:
This changing landscape has necessitated increased levels of communication, transparency, and tact from university leadership, whose governance decisions and institutional strategies are under the national spotlight, now more than ever.
  • Aug. 26, 2021 - West Virginia University President Gordon Gee clear on COVID-19 message: 'Get the damn shot'...In an interview with the school's student newspaper, the education expert explains why he doesn't want to mandate vaccination at this time: 'Community and human choice is more important.' 
  • Aug. 25, 2021 - University of Hartford President Greg Woodward announced he would be stepping back from running the university on a temporary basis. Woodward had been under fire since April when news broke rumors of a secret plan to downgrade the university’s athletic programs from Division I to Division III.
TREND 2: An Evolving Perception of Values:
Is a college degree worth the money? This is not a new question, but it has reemerged with vigor.
  • Aug. 19, 2021 - Forbes reported that among 10,000 higher education institutions studied, almost one-quarter of them produce graduates who fail to earn enough to pay off their educational costs within 20 years after they’ve completed their studies.
  • Jul. 10, 2021 - EducationData.org published a study on the employability of American graduates with varying degrees. It found that while about 9% of Americans have master’s degrees, it increased their employability by less than 3%.
TREND 3: Storytelling In A Congested Environment:
How do you attract the best students, student-athletes, faculty, staff, coaches, and administrators? To compete, universities are reexamining talent, channels, spend, and spokespeople to more effectively engage in the digital age.
  • Aug. 13, 2021 - University of Alabama sorority rush took over Tik Tok channels for a full week during its recruitment period. The content led to a broader discussion about sorority culture at the university and garnered millions of views promoting student atmosphere in a short period of time.
  • Jul. 28, 2021 - The University of Florida recently rose to No. 4 in national media prominence, increasing exposure by 107% in the past year. The university attributed the increase to finding ways in which their faculty experts can be promoted as thought leaders on a variety of current events and topics on respected media outlets. 
TREND 4: New and Emerging Threats:
We looked at cybersecurity, foreign espionage, and Name, Image, and Likeness implications as key issues that are now top of mind for communicators and administrators in an increasingly complex reputation management landscape. 
  • Aug. 22, 2021 - Israeli American cybersecurity group Check Point Software tracked a massive increase in the targeting of the education sector worldwide in July, a 29% increase from the first half of the year, with an average of more than 1,700 attacks per week.
  • May 14, 2021 - A rheumatology professor and researcher at Ohio State University with strong ties to China was sentenced to 37 months in prison for making false statements to federal authorities as part of an immunology research fraud scheme.
  • Aug. 06, 2021 - “Education on the process is key to keeping student-athletes in good standing...The two places where student-athletes can get in trouble is, number one, not understanding the rules. And, number two, not understanding their responsibility to disclose everything they do...That stuff is so important. Compliance is so important in this new era.” - Jim Cavale, Founder and CEO of INFLCR
COVID-19 in Higher Ed:
As the COVID-19 pandemic continues to impact university campuses, we will continue to monitor coverage around emerging trends.
  • Rice University discovered "dozens" of false-positive COVID-19 tests days after shifting classes online.
    • ABC 13 - 1.1K Engagements
  • On Tuesday, one Rutgers University student-athlete publicly cut ties with the school, citing the school's requirement that students receive the COVID-19 vaccine. 
    • New York Post - 620 Engagements
  • Nearly 500 Liberty University students and employees were told to quarantine over a spike in COVID-19 cases on campus.
    • 10 WAVY - 161 Engagements

Trending topics by % increase

Hazing: 
  • Aug 24 | Twitter | Gov. Phil Murphy | 102 Retweets: "No longer will hazing be treated with a slap on the wrist. Today I signed Timothy J. Piazza’s Law, requiring middle schools, high schools, and higher education institutions to adopt anti-hazing policies and clear penalties for violations. https://t.co/IxvzmrbgfW"
Media Deals: 
  • Aug 24 | ESPN | 4.4K Engagements: "The ACC, Big Ten and Pac-12 alliance became official Tuesday, with the three conferences coming together "on a collaborative approach...

    Kliavkoff has been clear in his mission to improve football in the Pac-12, saying he has been focused on enhancing access to the College Football Playoff and ways to boost football revenue, especially as the Pac-12 prepares to renegotiate its media rights agreement. ”
Enrollment: 
  • Aug 24 | Berkelyside | 1K Engagements: "An Alameda County judge has ordered UC Berkeley to freeze its enrollment at 2020-21 levels going forward until the university redoes a supplemental environmental impact report (SEIR) for a complex on Hearst Avenue that includes housing and a new academic building for the Goldman School of Public Policy. The freeze will take effect in 2022-23.”
     
  • Aug 23 | Twitter | Philip Lewis | 377 Retweets: "While some universities are experiencing declines in students, many historical Black colleges and universities are seeing a near record surge in enrollment. https://t.co/7QKgf5VSUl"
Campus Safety: 
  • Aug 19 | Twitter | Hindu American Foundation | 1.1K Retweets: "#BREAKING: HAF's Executive Director @SuhagAShukla writes to presidents of 41 universities reportedly co-sponsoring the controversial Dismantling Global Hindutva event. The partisan political event targets Hindu students and puts their safety at risk. 1/ https://t.co/MwUIa0E61i"

Trending topics by total volume

COVID-19:  Cost of Attendance: 
  • Aug 19 | Twitter | The Associated Press | 7.5K Retweets: "The Biden administration has announced that it will automatically erase student loan debt for more than 300,000 Americans with severe disabilities that leave them unable to earn significant incomes. The move will wipe out more than $5.8 billion in debt."
Campus Safety: Mental Health: 
  • Aug 24 | WQOW | 794 Engagements: "Going to college for the first time can bring stress and anxiety, and officials say COVID-19 has added to mental and emotional exhaustion.

    Counselors at UW-Eau Claire say first year students have to take on many new tasks like making friends, adjusting to college and adulthood and academic demands -- which are some causes of poor mental health."

     
  • Aug 18 | Twitter | Crystal M. Fleming | 73 Retweets: "At this point it's not even just a matter of how dire the situation is on any given campus. It's the entire craven landscape of K-12 *and* higher education. Public health, physical health, mental health.. all willfully sacrificed on the capitalist alter of enrollments and profit."

Trending universities/colleges by % increase


Rice University: COVID-19
  • Aug 23 | The New York Times | 2.8K Engagements: “Rice University, where more than 95 percent of students are vaccinated, announced a move to remote classes last week after testing showed an alarmingly high number of community members with breakthrough coronavirus infections."

    Those results, the university now says, were badly distorted by a testing glitch.”
University of Virginia: COVID-19  Boston College: Athletics Alumni Coverage
  • Aug 23 | The Boston Globe | 3.1K Engagements: “Jimmy Hayes, a native of Dorchester who won an NCAA hockey championship at Boston College and played two of his seven NHL seasons with the Bruins, died unexpectedly Monday morning. He was 31."
University of Oregon: COVID-19
  • Aug 20 | The Seattle Times | 968 Engagements: “Oregon and Oregon State became the first Power Five schools to announce they will require proof of vaccination or a negative COVID-19 test for people over the age of 12 to attend football games.

    In its announcement Friday, Oregon said the decision was made with public health authorities and “peer institutions in the state.”
     
  • Aug 20 | Twitter | AJ McCord | 60 Retweets: “BREAKING: The University of Oregon will require everyone 12 and older to show proof of vaccination or a recent negative COVID test in order to attend university events, including sporting events

Trending universities/colleges by total volume

University of Virginia: COVID-19
  • Aug 24 | Upworthy | 2.1K Engagements: “The University of Virginia (UVA) is preparing to reopen for in-person classes this fall. It has disenrolled more than 200 students who failed to comply with the vaccine conditions ahead of the commencement of the semester. Almost 96.6 percent of UVA students have confirmed that they are vaccinated.”
Johns Hopkins University: COVID-19
  • Aug 19 | Twitter | Denis Wirtz | 311 Retweets: “Johns Hopkins University requires vaccination AND masking at all times indoors for all. Any university policy that does not require both is dangerous to students, faculty and staff. https://t.co/VncoUfw4se”
Harvard: Admissions Buildings & Monuments Ohio State: COVID-19
  • Aug 25 | The New York Times | 1.3K Engagements: “Ohio State University announced on Tuesday that all students, faculty and staff would be required to be vaccinated against Covid-19 during the fall semester, becoming one of the first large state universities to issue a vaccine mandate that extends beyond students.”
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