conversation with kathleen m. wilbur, ph.d.€¦ · conversation with kathleen m. wilbur, ph.d....
TRANSCRIPT
Conversation with
Kathleen M. Wilbur, Ph.D.Executive Vice President for
Government and External Relations
November 2, 2018
Central Administration
2
MSU Board of Trustees
InterimPresident John Engler
Dr. June YouattProvost and Executive Vice
President for Academic Affairs
Dr. Satish UdpaExecutive Vice President for Administrative Services
Dr. Kathy WilburExecutive Vice President for Government and External
Relations
Office of the Executive Vice President for Government and External Relations: Government Relations University Advancement Communications and Brand Strategy University Spokesperson
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Government and External Relations
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Kathy Wilbur
Government Relations
UniversityAdvancement
Communications and
Brand Strategy
University Spokesperson
State:David BertramJeremy Reuter ‐ AdvocacyFederal:Sarah WalterJacob CourvilleCommunity Relations:Janet Lillie –Greater Lansing AreaChuck Rivers –Southeast Detroit
Marti HeilBob Thomas ‐ Interim
Heather Swain Emily Guerrant
University Advancement
Marti HeilVice President for University Advancement
Bob ThomasAssistant Vice President Advancement Marketing & Communications and
Interim Associate Vice President for Alumni Relations and Executive Director of the Alumni Association
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Within University Advancement
DevelopmentAlumniRelations
Marketing &Communications
InformationSystems
College and Unit DevelopmentRegional Major GiftsCorporations and FoundationsGift Planning
Regional Alumni EngagementLifelong Enrichment
Alumni Career ServicesStudent Engagement
Alumni Biographical RecordsGift ProcessingProspect DevelopmentDonor StrategyBusiness Analytics
Websites & Online GivingPublications
Annual GivingEvent Production
Donor Stewardship6
Development at Michigan State Purpose of Development
o Secure financial support for Michigan Stateo Build a culture of financially investing in MSU among our alumni and
friendso Demonstrate the critical role that private support plays in the finances
of Michigan State
Guiding Principalso Help alumni and friends satisfy their philanthropic passions at MSUo Provide central staff and recourses to help colleges and units raise
monies for key initiativeso Deliver $250 million annually in financial support to the university
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Campaign Impact
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$1.74 billion raised $1 billion already received and here at work 3,500 New scholarships 106 New Endowed Chairs and Professorships 35% increase in funds for research 22 significant capital projects initiated $622 Million to grow MSU endowments 250,000 donors
Alumni Relations at Michigan State Purpose of Alumni Relations
o Engage students/alumni in life of university and with other Spartanso Connect alumni to their student experience in a nostalgic wayo Build a culture of fellowship, service and investment among alumni
Guiding Principalso Involved alumni are more likely to become investedo Engaging alumni where they live can serve as a gateway to involvement
and investment in MSUo Relationships with existing alumni network has multiplier effecto Engagement may be an individual’s test gift
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University CommunicationsHeather Swain
Vice President for Communications and Brand Strategy
Emily GuerrantVice President and University Spokesperson
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Units within University Communications
MarketingPublicRelations
Internal Communications
UniversitySpokesperson
Spartans Will CampaignUndergrad recruitment supportAdvertising/paid content promotionChannels-MSUToday, msu.edu, socialPhoto/video, web developmentMarketing research, advanced analyticsMarketing automationEnterprise web content management
PR strategy for key initiativesNational/international/
major regional media placementStrategic storytelling/brand journalism
MSU experts
University media contactResource for media‐related questions/concernsMedia strategy advisor for the presidentIssues, crisis and emergency management
InsideMSU products—print, email, webStudent products in developmentStrategy and planning consulting
Office of Civil Rights comm support
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University Communications Organizational Structure
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Sharing the Spartan Story Use integrated strategy of earned (PR), owned (MSUToday, msu.edu, etc.),
shared (social) and paid media to drive visibility and consumption of content
Paid media also supports:o community growth (more MSUToday subscribers, social followers)o undergraduate student recruitment/conversiono visibility of content with academic peers
Collaborate on content with communicators across MSU Work with faculty to expand communication beyond journals and peers,
creating a more robust digital footprint (media placements, social)
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PR Team
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• Identifies, develops and pitches stories to reputation-building media outlets; focus on agenda-setting national media
• Develops PR strategy to support key MSU initiatives• Coordinates media pitching with unit communicators• Promotes MSU experts• Brand journalists creating news content for MSU’s
owned properties
Earned Media (FY18) 2,322 annual placements in key national outlets
Marketing Team
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• University-level brand campaign, advertising• Undergraduate recruitment marketing communications with
Admissions• Brand standards, social guidelines, web standards• Photo and video operation, web development• Content channels: MSUToday content hub and email;
msu.edu; institutional social accounts• Tentpole projects (Extraordinary Spartans, Spartan Roadtrip,
etc.)Owned and Shared Media (FY18) 1.66M people visited MSUToday or another reputation building CABS‐managed site
with 3.06M content pages viewed 459.6K subscribers to MSUToday email with 17.8% open rate 1.23M people following MSU’s institutional social accounts and interacting with content 1.79M times
Internal Communications Two‐person team Working with an advisory committee from across campus InsideMSU products (print, email, website) Collaborating with ComArtSci on student communications and
engagement Available to consult, develop plans and campaigns for
projects/topics
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VP & University Spokesperson• Serves as main media contact for the university• Resource for media-related questions and
concerns • Advises the president on media strategies • Issues, crisis and emergency management
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Get a media call?
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Think it’s about the university?o Contact Emily or the general media line
Think it is about your college?o Tell your unit/college communicatoro Speak as an expert or a leader in your area
Not sure? Both?o Tell your unit/college communicatoro FYI Emily
General Media ContactEmail: [email protected] | Phone: 517-353-7077
Need to talk through an issue?
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Contact
Emily GuerrantEmail: [email protected] | 517‐355‐3853
Melody KindrakaEmail: [email protected] | 517‐355‐2282
https://msu.edu/ourcommitment/
https://cabs.msu.edu/news/key-issues/
Government Relations
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State Relations
Federal Relations
StatewideAdvocacy
CommunityRelations
State Policy/LegislationCapital OutlayState BudgetGovernor’s OfficeState Departments
Federal Policy/LegislationFederal Budget
Research & Grant Funding
Local GovernmentsRegional PartnershipsCommunity GroupsCampus Partners
Spartan Advocacy NetworkMiSpartan Impact
Highlighting MSU Statewide Assets
State Relations
David W. BertramAssociate Vice President for State Relations
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MSU State Relations Lame Duck Session (11‐14 days of session remain)
o Ticket Scalping – HB 4224 o Community College Baccalaureate Degreeso Allowing for the creation of a columbarium at a public universityo Teacher Preparation Package – HBs 5598‐5605
• Requires 30 Hours of continuing education (from a list of items) – HB 5598• Requires a $1,000 stipend to teachers who supervise student teachers – HB
5600
Supplemental Appropriations (during Lame Duck)o PFAS Fundingo Higher Ed Funding (3.3% or $50 million ask) – Funds to be used for MI ”Hot
50 Jobs” or ITEM = Information Technology, Equipment and Maintenance
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MSU State Relations (cont.’d slide 2)
State Budget FY 2020 (Transition budget)
o Higher Education Funding• $100 million increase request for all 4‐year public institutions = 6.6% increase
• $100 million in student aid (?)• MSU believes institutions that freeze tuition for students should be rewarded in the HE formula
o Agriculture Funding (new farm stress line item being proposed)
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MSU State Relations (cont.’d slide 3)
Capital Outlayo FY 2020 Project Submitted – Plant Sciences Greenhouses; Proposed renovations to existing along with construction of new ones with modern environmental control capacity Project Total = $20 million (MSU share = $5m)
Legislation Beyond Lame Ducko Using State Education Fund dollars for Higher Educationo Streamlining the tech transfer processo Campus Free Speecho Guns on Campus
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Federal Relations
Sarah WalterAssociate Vice President for Federal Relations
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Washington, D.C. Office Represents the priorities of the university in the
nation’s capital Works with federal policy makers and the higher
education policy community by leveraging the university’s expert resources to impact legislation, regulations and policies that could impact MSU faculty, students, and staff
Elevates the visibility of MSU in research and program initiatives to federal policy makers
Updates campus on critical federal policy and funding changes
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Upcoming Federal Priorities Agriculture Federal Appropriations
o Agency funding and initiatives such as the Facility for Rare Isotope Beams (FRIB), the Flint Lead Registry, Great Lakes Bioenergy Research Lab (GLBRC), and the Institute for Advanced Composites Manufacturing Innovation (IACMI)
Higher Education Act Reauthorization Immigration Policy National Security and Research Policy Tax Policy
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Select Science & Tech Programs in FY 2019 Appropriations
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DOD S&T
DARPA
NIHNSF
NIST programs*
DOE Science
DOE Tech**
NASA
USDA research programs***
NOAA Research
DHS S&T
EPA S&T
US Geo Survey
‐60%
‐55%
‐50%
‐45%
‐40%
‐35%
‐30%
‐25%
‐20%
‐15%
‐10%
‐5%
0%
5%
10%
15%
20%
Select Science & Tech Programs in FY 2019 Appropriations (as of Sept. 17)Estimated percentage change from FY 2018 enacted omnibus, nominal dollars
FY19 Request House Senate Final*Includes labs and industrial technology, excludes construction; flat in Senate. **Includes renewables and efficiency, nuclear, fossil, grid research, cybersecurity, ARPA-E. ***Includes ARS, NIFA, ERS, NASS, Rangeland Research, excludes ARS construction. | AAAS
Community Relations
Janet Lillie, Ph.D.Assistant Vice President for Community Relations
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Local Community Relations for Tri‐County Area
Role serves as a catalyst for local opportunities and encourages partnerships that are mutually beneficial across region
Assists non‐MSU organizations or individuals navigate MSU as appropriate
Campus partners include faculty, students, and staff across any unit Local partners include:
o Local governments o Regional organizations such as the Chamber, Lansing Economic
Area Partnership, Tri‐County Regional Planning, Capital Area Michigan Works, Arts Council of Greater Lansing, Convention and Visitors Bureau, CATA, etc.
o Community groups such an neighborhoods, services, schools
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Example current activities include: Facilitate Student Mapping Data (year 4) (MSU has 25K students
living locally off campus) Implement Code of Conduct for off‐campus students Follow progress on local developments such as Center City II, The
Hub, Park District, Park Place (upwards to 1000 new student apartments)
Participate in regional conversations on placemaking, workforce development, regionalism
Grow partnerships with faculty (research) and students (interns/volunteers) across region
Participate in City of Lansing’s Financial Health Team Assist MSU Payroll Office as appropriate with income tax
administration31
Statewide Advocacy
Jeremy ReuterDirector for Statewide Advocacy
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The Spartan Advocate
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Spartan Advocate is an initiative of MSU’s Office of Government and External Relations, powered with a website that has the facts, resources, and opportunities to help people communicate the importance of supporting Michigan State University and higher education to state of Michigan elected officials, the media, and more.
Currently, we have over 1,450 Spartans actively engaged advocates for higher education funding, MSU Extension and AgBio Research, and many other issues.
Goals:1. Recruit MSU alumni, students, faculty/staff and partners across the state of MI to become
Spartan Advocates 2. Connect influential Spartan Advocates with state legislators to build relationships, advocate
and share their personal MSU stories3. Influence dialogue about MSU to include our economic impact and value to the State of
Michigan and its families
Text “GOGREEN” to 52886 to become a Spartan Advocate
mispartanimpact.msu.edu
Contact InformationDavid Bertram
Associate Vice President for State [email protected]
517‐353‐3228
Emily GuerrantVice President and University Spokesperson
[email protected]‐355‐3853
Marti HeilVice President for University Advancement
[email protected]‐884‐1003
Janet LillieAssistant Vice President for Community Relations
[email protected] 517‐353‐9001
Jeremy ReuterDirector for Statewide Advocacy
[email protected]‐353‐7171
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Heather SwainVice President for Communications and Brand Strategy
[email protected]‐355‐2262
Bob ThomasAssistant Vice President Advancement Marketing &
Communications and Interim Associate Vice President for Alumni Relations and Executive Director of the Alumni Association
[email protected]‐884‐1127
Sarah WalterAssociate Vice President for Federal Relations
[email protected]‐678‐4000
Kathy WilburExecutive Vice President for Government
and External [email protected]
517‐353‐9000