m e r c a t o r perceptions of ucd’s identity prepared for ucd may 2005

M E R C A T O R

Perceptions of UCD’s Identity

Prepared for UCD

May 2005

M E R C A T O R

BACKGROUND AND INTRODUCTION

M E R C A T O R

INTRODUCTION

• Findings of qualitative research on perceptions of UCD’s identity

• Research conducted among key stakeholders:– Staff– Recent graduates– Alumni– Students: Irish and international– Prospective students– Opinion leaders

• Research took place between 11th and 25th May

M E R C A T O R

OBJECTIVESTo enable us to understand…

• How UCD in its current incarnation is perceived by various stakeholders

• Where these stakeholders feel the current strengths and weaknesses of UCD lie

• How the stakeholders feel the University can be developed and grown in the future

• The extent of the gap between where UCD is now and where it can be/should be in the future

M E R C A T O R

OBJECTIVESTo enable us to understand…

• Areas that require attention in order to realise UCD’s future identity, both internally and in terms of marketing activity

• Reactions to various possibilities for the name and corporate identity that could encapsulate a rebranded UCD

M E R C A T O R

RESULTS OF THE STAFF INTERNET SURVEY

M E R C A T O R

THE STAFF SURVEY

• A total number of 662 responses• 22% of the UCD staff population• Attitudes to UCD are generally positive• But there are concerns about its future direction• These were most often expressed qualitatively

through open-ended answers• Or in doubts about the university’s international

profile

M E R C A T O R

SUMMARY OF STAFF TYPES:How the respondents break down

Academic Administrative Technician Other

49% 27% 8% 16%

M E R C A T O R

SUMMARY OF YEARS OF SERVICE:How the respondents break down

0-1 yrs 2-5 yrs 6-10 yrs 10-15 yrs 15+

12% 38% 18% 11% 20%

M E R C A T O R

ATTITUDES TO UCD

Disagree Strongly

Disagree Don’t Know

Agree Agree Strongly

UCD is Ireland’s premier

university

5% 23% 24% 32% 14%

UCD has an international

profile

5% 21% 27% 37% 8%

UCD has a world class research

profile

11% 31% 32% 20% 11%

M E R C A T O R

ATTITUDES TO UCD

Disagree Strongly

Disagree Don’t Know

Agree Agree Strongly

UCD is more commercial than

academic

20% 39% 21% 14% 5%

UCD is caring and inclusive towards its

students

6% 18% 25% 39% 10%

UCD demonstrates excellence in

teaching

4% 11% 30% 41% 11%

M E R C A T O R

ATTITUDES TO UCD

Disagree Strongly

Disagree Don’t Know

Agree Agree Strongly

UCD is a modern university

3% 16% 20% 46% 12%

UCD helps to shape Irish

society

2% 10% 16% 43% 26%

UCD is a great public institution

3% 10% 27% 37% 20%

M E R C A T O R

ATTITUDES TO UCD

Disagree Strongly

Disagree Don’t Know

Agree Agree Strongly

UCD is more national than international

2% 9% 15% 47% 25%

UCD has excellent facilities on its

campus

8% 20% 24% 35% 12%

UCD has a proud tradition

1% 7% 20% 40% 30%

UCD is capable of attracting he best

students from around the world

11% 25% 23% 27% 13%

M E R C A T O R

THE UNIVERSITY NAME

Ollscoil na hEireann

University College Dublin

National University of Ireland,

Dublin

UC Dublin

UCD University of Ireland

Newman University

Hibernia University

15% 67% 27% 4% 56% 32% 10% 2%

M E R C A T O R

OTHER UNIVERSITIES IN COMPARISON TO UCD

Higher Equal Lower Don’t Know

NUI Maynooth 9% 11% 74% 6%

Florida State University

21% 20% 28% 32%

Dublin City University

11% 22% 61% 6%

London School of Economics

65% 9% 11% 16%

University of Glasgow

19% 43% 17% 21%

Imperial College London

56% 12% 13% 20%

M E R C A T O R

OTHER UNIVERSITIES IN COMPARISON TO UCD

Higher Equal Lower Don’t Know

University of Cambridge

81% 2% 7% 10%

University of Limerick

8% 20% 64% 9%

UC, Berkeley 73% 6% 8% 13%

University College Cork

12% 47% 33% 9%

Queen’s University, Belfast

24% 51% 16% 9%

University of Melbourne

21% 40% 11% 29%

M E R C A T O R

OTHER UNIVERSITIES IN COMPARISON TO UCD

Higher Equal Lower Don’t Know

University of Sussex

13% 28% 32% 28%

Manchester University

30% 29% 19% 22%

St. Andrew’s University

36% 26% 15% 23%

McGill University 36% 23% 13% 28%

MIT 71% 4% 11% 14%

The Sorbonne 66% 8% 8% 17%

M E R C A T O R

OTHER UNIVERSITIES IN COMPARISON TO UCD

Higher Equal Lower Don’t Know

Purdue University 23% 21% 20% 36%

University of Munich

24% 34% 9% 33%

Trinity College Dublin

60% 30% 6% 5%

Uppsala University

25% 28% 15% 32%

Edinburgh University

38% 34% 10% 19%

M E R C A T O R

QUALITATIVE OVERVIEW

M E R C A T O R

A LARGE AND VARIED CONSTITUENCY

• Each group of stakeholders has a different perspective on UCD

• It would be simplistic to offer a summary position• And it may be difficult to find a one-size-fits-all

solution to the issues facing UCD• But a clear direction will accomplish much• It will demonstrate confidence and leadership on the

part of UCD

M E R C A T O R

SOME COMMON THEMES

• Some common themes do emerge, however;• 1. UCD is not seen to have presented a confident

view of itself to the outside world• Addressing this issue will immediately raise its profile• 2. The UCD name and crest are valuable aspects of

the university’s heritage• Changing these runs the risk of creating unhelpful

impressions of the university’s standing

M E R C A T O R

SOME COMMON THEMES

• 3. UCD’s strength lies in it being more than the sum of its ‘parts’

• Neglecting any one of its schools or departments can threaten the whole

• 4. UCD has not been leading to the extent that would be expected of Ireland’s biggest university

• Its size and its quality means this diffidence is unbecoming

• It needs to start behaving the way it wants to be perceived

M E R C A T O R

PERSPECTIVES ON UCDThe varied intensity of focus

Opinion Leaders/

the outside world

Graduates & Alumni

Prospective students

International students

Postgraduates

Staff

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M E R C A T O R

PERSPECTIVES ON UCDThe varied intensity of focus

• Perceptions of UCD depend on which end of the telescope people are looking through

• The ‘long’ view places UCD within its societal context• The university is assessed on its contribution to the

life of the society• The ‘near’ view places UCD within its academic

context• The university is assessed on its comparison with

other centres of learning

M E R C A T O R

PERSPECTIVES ON UCDThe need for an ‘all-in’ view

• There is a balance to be struck between the two viewpoints

• Changes made at the instigation of either set of opinions could have radical knock-on effects

• The concerns of staff are often internal• They may not be felt ‘on the ground’• The interests of the outside world might ignore

certain academic imperatives• Either way, the status of the university could be

compromised

M E R C A T O R

UCD’S STRENGTHS

• UCD needs to have faith in its own strong points• It has a diverse and rich educational offering• It has a modern and vibrant campus• It offers an attractive university lifestyle• It provides high standards of teaching• Some of its faculties and departments are world class• It is the biggest university in Ireland• It is a part of one of Europe’s most exciting cities

M E R C A T O R

UCD’S WEAKNESSES

• Arguably, a lack of self-belief is UCD’s greatest weakness

• It acts with one eye on the competition, be it Trinity or Oxford

• This only serves to perpetuate a sense of inferiority• UCD needs to stake out its own territory• And recruit staff and students on its own terms

M E R C A T O R

UCD’S WEAKNESSES

• There is a lack of consistency in the UCD offer• While some faculties are world class, others are have

a much lower profile• Some schools are heavily promoted and marketed• Others are seen to be left in the background• If the university’s profile is to be consolidated, UCD

needs a reputation for all-round excellence• Recognition will follow on from this process• The basic offer needs to be in place first

M E R C A T O R

THE IRISH UNIVERSITY MARKET

Academic Reputation

ModernHistoric

Trinity DCU

UL

NUI Maynooth

UCC

NUIG

UCD

M E R C A T O R

THE IRISH UNIVERSITY MARKET

• “I would probably value a degree from NUI or TCD a bit more than one from an IT such as Waterford. I would value an old-fashioned degree from UCC, UCG, UCD or Trinity, and I don’t really distinguish between them.”

M E R C A T O R

THE GLOBAL UNIVERSITY MARKETThe place of UCD

• “I asked a friend on campus and he told me UCD was the biggest college in Ireland, and so had a better reputation for more events and better social things going on all the time.”

• “When I looked it up on the web I found out that the Quinn Business School is ranked among the top ten European business schools for German employers.”

• UCD has the wherewithal to hold its own in the international market

• But it needs to present a clear position for itself

M E R C A T O R

UCD: A question of confidence?

• Is there a sense in which UCD suffers from an Irish inferiority complex?

• It has not acted like a university that wants to export itself

• It is as if UCD missed out on the Celtic Tiger mood• Now it is committed to playing a role in an

international context• But it lacks the courage of its convictions• It seems almost embarrassed by what it has to offer

M E R C A T O R

UCD:A question of confidence?

• “I don’t get the impression that it’s trying to get out of this position – it’s like Shelbourne where it’s content to stay in the Irish league. In the future Dublin is going to have to compete on a global scale, and I don’t think it’s doing that. I think it (UCD) needs to set its sights higher.”

M E R C A T O R

THE VIEWS OF THE STAKEHOLDERS

M E R C A T O R

STAFFViews on the current state of UCD

• “UCD is a mixture between excitement and demoralisation.”

• “UCD has exceptional potential. Realising that potential is a big issue.”

• “It seems to me that UCD is more concerned about how it compares with other universities than with how well it does its core task of providing a third level education.”

M E R C A T O R

STUDENTSThe commercial and academic agendas

• “I wouldn’t like to see it get any more commercial, because then the money just goes to the same few faculties or institutes, and places like Arts don’t get a look in. And I think that would be to the detriment of the university as a whole – a proper university needs to be strong in all its areas, and Arts is really important from that point of view.” (P/G in Conway Institute)

• “Primary research is what makes a university. Non-profit making, or not necessarily financially viable, and I think there’s a place for that and universities provide that place. It brings its own skills, different intellects and different interactions….”

M E R C A T O R

INTERNATIONAL STUDENTSLack of awareness of UCD

• “If you went home and said you had spent a year in Cambridge they would say oh you are great, but if you said you spent a year in UCD, they would say, was it nice in Dublin.”

• UCD is not widely recognised abroad• But there is nothing about its offer to stop it becoming

so• International students have all enjoyed their time in

UCD• They are now ambassadors for the university • They would be happy to see it take a more confident

stance

M E R C A T O R

GRADUATES & ALUMNIA broader perspective

• Graduates offer an extremely valuable viewpoint• They show us ‘life after university’• They put some of the concerns about identity in

perspective• They remember their time in UCD with fondness• There is little feeling that their education was inferior

in any way• But what matters in their lives is the qualification

rather than where it was obtained from• “it doesn’t matter what you do in university as long as

you go…and I believe that.”

M E R C A T O R

OPINION LEADERS

• These respondents also take a broader view of UCD’s place in the world

• They see it as playing an important role in Irish society

• They often know where its particular strengths lie • But they do not hear enough about its moves to

improve its profile and its reputation• And they see a need for it to be more proactive

M E R C A T O R

OPINION LEADERS

• They see the raw material as being there• But UCD needs to act like a leading university in the

international context• If it is the case that they have a world class research

profile that would be recognised by their peers, I don’t believe it is coming across in public.

• These are also people who recognise certain commercial imperatives

• But they do not see them as excluding academic integrity

• “They’re one and the same thing.”

M E R C A T O R

THE UCD NAME AND BRAND IDENTITY

M E R C A T O R

UCDNot perfect, but…

• The UCD name may not be perfect• Particularly in an international context• But it has a wealth of heritage and brand equity sown

up in it• It should not be discarded lightly, if at all• “UCD is such a strong brand as a name – it’s like the

GAA – so even though I’m not aware of the crest or all the colours – it’s not a huge problem. I know they think they’ve huge problems, but UCD is a strong brand name.”

M E R C A T O R

UCDA strong brand equity

• Many people use UCD as a brand name• In much the same way as they use Trinity• When being formal, they expand on the abbreviation• This adds some gravitas and weight to the three

letters

M E R C A T O R

NATIONAL UNIVERSITY OF IRELAND

• While National University of Ireland might be an official designation, it conveys little sense of a brand

• It is more akin to a product descriptor• It leaves people feeling cold• It also detracts from UCD’s status• It equates the other NUI colleges with UCD and so

brings it down to their level rather than making it aspirational

• UCD becomes a member of a larger team instead of a club in its own right

M E R C A T O R

NATIONAL UNIVERSITY OF IRELAND

• “They already have a better standard than Maynooth, so they should be getting Maynooth to live up to them rather than the other way around.”

• “To me it’s always been UCD. I’ve been conscious of NUI Dublin, but I think it would just confuse people. I could see merit in it outside Ireland, because the National part of it has kudos, but then you have NCI or NCAD…I just wouldn’t mess with the brand equity in UCD.”

M E R C A T O R

OLLSCOIL COLÁISTE, BAILE ATHA CLIATH

• There is an affection for an Irish designation• But it should be ‘as well as’ rather than a stand-alone

title• The confusion for overseas students would probably be

too difficult to surmount• It also speaks of a patriotic ‘fervour’ to some• This may no longer be appropriate or helpful• Irish people like to see the Irish name on literature and

logos, but they are unlikely to object to its absence• ‘Dublin’ speaks sufficiently of UCD’s national credentials

M E R C A T O R

UC DUBLIN

• UC Dublin does have some merit• It points to the location for the benefit of overseas

students• It reflects the naming system used for some

universities in the United States• It is less warmly received by the home market• Once again it can sound like a division of a larger

organisation, e.g. the Dublin branch

M E R C A T O R

NEWMAN UNIVERSITY

• Newman University is a less popular choice• It speaks of historical background - but only if you

know who Newman was• Otherwise it can alter perceptions of the university

almost entirely• “It sounds like one of those private colleges that say

give us loads of money and we’ll give you a degree in two weeks.”

• This is the antithesis of what UCD should be about

M E R C A T O R

NEWMAN UNIVERSITY

• Newman University threatens to throw the baby out with the bathwater

• If UCD was starting again it might be an option• But this option has no links with what is currently in

existence• It would speak of the university trying to run away

from its past• And this would damage perceptions of its academic

standards rather than enhance them

M E R C A T O R

HIBERNIA UNIVERSITY

• Hibernia University has similar issues as Newman University

• It is a step too far• It also sounds too ‘Oirish’• It has also been taken already by an online university• Once again these are unhelpful connotations for UCD• It says too much about its location and not enough

about its core offer

M E R C A T O R

THE NEED FOR A COHESIVE VISUAL IDENTITY

• “If you walk in the gate of UCD the only thing you’re really conscious of is the car-park signs – there’s nothing to express anything about the university – you see the 150 now on the banners, but obviously you can’t use that again. Is there any image that captures UCD? I’d have to say no, even after being there for six years.”

M E R C A T O R

THE UCD CRESTMore retiring than it should be?

• The existing logo may not be top of people’s minds• But it does send important signals about the

university and its values• While it might be ripe for modernisation, radical

alterations may do more harm than good

M E R C A T O R

THE UCD CRESTA signal of tradition

• The crest speaks of tradition and heritage

• It conveys a gravitas appropriate to a university

• It may perhaps overplay the ‘Irish’ hand somewhat

• All the symbols speak of Ireland, where one or two would suffice

• The harp is perhaps the most appropriate

• It is the official symbol of Ireland, but also the more discreet

M E R C A T O R

THE UCD MOTTOS

• Cothrom Feinne is a laudable sentiment• The use of Irish is also appreciated• Ad Astra is aspirational• This is seen as appropriate for a university, as well as

conferring gravitas through Latin

M E R C A T O R

THE UCD MOTTOSWhat UCD says about itself

• Two mottos might seem excessive, but they both carry out different roles

• Ad Astra speaks of lofty achievements and bolsters UCD’s claim to excellence

• Cothrom Feinne speaks of inclusiveness• On its own it might lessen the standing of UCD• But with Ad Astra an attractive balance is struck• As is fitting for Ireland’s largest university

M E R C A T O R

OTHER UNIVERSITY LOGOS

M E R C A T O R

UCD 150

• People see it as an example of how a new identity can be created

• But there are reservations:• Without the UCD name, there is nothing to tie this

logo to a university• While it speaks of vibrancy and dynamism, there are

concerns that it might date• For organisations with the longevity of universities,

logos need to be similarly timeless

M E R C A T O R

POSITIONING STATEMENTS

Respondents’ responses reflect their perceptions

M E R C A T O R

UCD is Ireland’s premier university

• A sentiment most people can agree with• It applies under a broad range of criteria;

– Education– Research– Innovation– Facilities– Campus– University Life– Size

M E R C A T O R

UCD has an international profile

• This is where most work needs to be done• Recognition levels vary according to market• There is a stronger base on which to build in Europe

and the United States• Should energies be focused here?• This issue is of interest primarily to staff and the

international market• Irish students and graduates are less concerned• They are satisfied with the quality of their education

M E R C A T O R

UCD has a world-class research profile

• Perhaps this should be an ambition rather than a claim of current status

• It is true to varying degrees across the university• It can apply to Business and Medicine, but not to Arts or

some parts of Science• Where funding has been made available, world-class

researchers have been attracted• But there are researchers of similar standing in departments

without funding and their story is not being heard• “I never hear much about anything they’ve done in the

media. If they had a world-class profile I’m sure I’d hear more about it.”

M E R C A T O R

UCD is more commercial than academic

• A contentious statement• There is a need to observe certain commercial realities• Most people agree with this and see moves in this direction• A few have concerns that there have been moves too far• Commercial success should reflect well on the university as

a whole• There are fears that it applies only to a few departments• This leaves others choked of funding which has further

implications for their performance• But they are an equally vital part of the university’s essence

M E R C A T O R

UCD is caring and inclusive towards its students

• International students say ‘yes’• Irish students say ‘probably’• But they are not looking for their university to be

caring and inclusive• It sounds too much like school and molly-coddling• University life is about making one’s own way in the

world• Support systems are important, but most students

know they are there• That is sufficient for them

M E R C A T O R

UCD is caring and inclusive towards its students

• It is also a dangerous promise for a university to make

• It puts the burden of proof on UCD• “I’m sure it is but how do you be caring and inclusive

towards 22,000 people?”• It may also sound like what a university would say if it

couldn’t say anything else about itself• Statements of academic achievement would be more

compelling to most students

M E R C A T O R

UCD demonstrates excellence in teaching

• True to varying degrees• Most people believe they have had good teaching

experiences• UCD is praised for its flexibility and variety in this

regard• It is also a claim that can underpin a future

positioning of academic excellence• But it is a story that needs to be told more clearly• It is not what people immediately associate with the

university at the moment

M E R C A T O R

UCD is a modern university

• This is how the university is seen to present itself and it is regarded as a positive attribute

• Modernity implies dynamism and up-to-date relevant academic activity

• It is very compelling for Asian and European students• It is another pillar of academic excellence• Nor is it seen at odds with 150 years• Modernity is a state of mind and UCD can claim it• Other universities can do so less credibly

M E R C A T O R

UCD is a modern university

• “It wouldn’t want to be anything else. You obviously want to have a sense that a university is well founded and has a strong heritage, but at the same time, not at the expense of being unable to change, or having certain traditions which almost suggest that change might not be as readily come by.”

M E R C A T O R

UCD helps to shape Irish society

• Yes, in so far as it goes• But this seems to speak more of UCD’s size and

large graduate pool than the quality of its education• It is a vague claim that could be made by any third

level institution• It might carry more weight if there were concrete

examples of graduates shaping society in their field• E.g. artists, politicians, legal experts etc.

M E R C A T O R

UCD is a great public institution

• Interpreted by many as another comment on UCD’s size more than anything else

• While it may be true of UCD, it may not be the most compelling position to market in the future

• Is this all the university can say about itself?• Some staff members see it as drawing a distinction

between private and state funding• They are eager to see UCD retain its state/public

status in order to avoid special interests dictating the shape of research

M E R C A T O R

UCD is more national than international

• People agree with this as a summation of UCD’s current positioning

• But they do not see any reason for it not to change• They believe UCD can claim international status• But it needs the confidence and backing to do so

M E R C A T O R

UCD has excellent facilities on its campus

• Not to be underestimated as an attractive part of the UCD package

• Its facilities are often a reason to select UCD over other Irish competition, particularly Trinity

• It speaks of a university ‘life’ rather than a blinkered focus on books and classes

M E R C A T O R

UCD has a long history in Irish society

• There is mixed awareness of UCD’s history• But equally, it is of comparatively little importance• While 150 years implies tradition and heritage, it does

not make people reassess their impressions of the university

• It is good to know the university has some background, but it is judged on its performance in educating and researching

• The example of DCU’s growing reputation highlights this

M E R C A T O R

UCD is capable of attracting the best students from around the world

• This could be true in the future• There is nothing about UCD to deter students from

around the world• But it must appear on their radar to begin with• This is a matter of positioning itself with pride and

confidence

M E R C A T O R

A university that is based on excellence in research can provide excellence in education

• More suitable as an internal goal than a statement to be made publicly

• Most people agree with the sentiment, with the proviso that not all top researchers are able to teach and vice versa

• But UCD’s performance is currently uneven• If realised, this promise could truly facilitate an

international positioning for the university• But a greater consistency of approach is required first

M E R C A T O R

A university that is based on excellence in research can provide excellence in education

• “The more renowned the teacher the better; I’d prefer a teacher teaching me one hour a week if he was doing research that made that hour absolutely brilliant, than teaching me for five hours a week if he was spluttering out what was in some book or other – that’s the difference. If I get something original as opposed to the books I can read myself. And I think that’s increasingly important from an Irish perspective.”

M E R C A T O R

SUMMARY AND CONCLUSIONS

M E R C A T O R

Conclusions

• UCD has many strengths and much potential• There is a willingness to see it succeed internationally• There is a feeling that this is its rightful place• The raw material is there• Now it is a matter of consolidating it• And of drawing attention to it

M E R C A T O R

Recommendations

• A consistent identity strategy will help improve UCD’s profile

• The UCD name and crest are both strong properties• They should not be discarded lightly• “UCD's difficulties will not be addressed by a change

of name or logo - even those that are a matter of image. UCD should concentrate on quality of research and student experience, and build on the best of its tradition.”

M E R C A T O R

Recommendations

• Consistency of approach is the main thing• Individual faculties should have their links to the

corporate entity reinforced• They may have an international reputation, but they

should not transcend the UCD brand

M E R C A T O R

Recommendations

• Excellence should be a goal for all schools and departments

• UCD’s performance is currently uneven• Funding and interest should be made equally

available to all parts of the university• This will allow a reputation for excellence to be

consolidated and to improve• This will win further recognition for the university, and

therefore for its name and identity

M E R C A T O R

Recommendations

• UCD should not be seen to be apologising for its:– Size– It’s history– It’s name– It’s logo

• It should be seen to be proud of its achievements and its graduates

• It should be seen to lead rather than to follow• To expect and demand recognition rather than asking

for it