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Monday, August 29, 2005

Ind. Gov't. - IU embarks on image makeover

"IU embarks on image makeover" is the headline to a story today, by Staaci Hupp, in the Indianapolis Star City-State section.

Recall that there was/were a flurry of stories earlier this month (see this ILB entry from Aug. 8) on IU's President Adam Herbert and how he "takes too long to make decisions, keeps a low profile and spends too much time on sports." Contrasts with Purdue's president are inevitable. Some quotes:

"The university seems to be floundering with no leadership, no direction," said John Kimberling, a retired Los Angeles lawyer and an IU graduate who has given more than $5 million to the law school. "I have doubts about writing any more big checks for Indiana University until I know what their specific plans are for the future."

It doesn't help IU that its intrastate rival's star seems to be rising. Purdue University has a popular president with a polished sales pitch, and potential students have shown unprecedented interest in the school.

Even some IU loyalists say Purdue has edged out the Bloomington school as the state's premier research university. * * *

Today, image is critical as government entitlement programs gobble up state tax dollars to provide such things as health care for the poor, researchers say, leaving public universities to look elsewhere for extra financial support.

That has pushed universities to shed their ivory-tower image in favor of aggressive marketing strategies as they compete for students and research grants.

Some schools have committees that specifically think of strategies to drive up their rankings in national publications such as U.S. News and World Report. Others have bought keywords on Internet staples such as Google so their school's name is more likely to pop up in a word search.

"This is old hat for a lot of businesses, but for universities it's a big departure from what they've done in the past," said Jason MacDonald, a Boise (Idaho) State University marketing professor.

Purdue President Martin Jischke had publicity in mind as soon as he arrived in West Lafayette five years ago from Iowa State University. He authorized about $500,000 a year for work on television commercials, billboards and newspaper advertisements in Indianapolis alone -- many featuring him personally promoting the Boilermakers.

In his first year, Jischke oversaw the birth of Purdue's "brand," or one standard design for the university's name. And Jischke pops up everywhere, from small-town manufacturing plants and Rotary Club luncheons to the Indiana Black Expo, where he pitches one common theme: Purdue is an important economic partner for the state.

Purdue officials say the efforts have paid off in fundraising, sponsored research and student interest, which -- in the form of undergraduate applications -- has climbed 44 percent in the past decade.

"There isn't any question that Dr. Jischke has had a tremendous amount of influence in the state because of his ability to communicate his vision for the university," said Joseph Bennett, Purdue's vice president for university relations. * * *

Some university supporters say Herbert has been too low-profile for such a high-profile job and is slow to make key decisions.

"It's a university without a leader," said S. Sue Aramian, an IU Foundation board member and former Steak n Shake executive from New York. "Who else can you fault besides the board of trustees or the president -- or both?"

Aramian was so alarmed after a year came and went without a new business school dean that she called the governor's office to complain. IU tapped professor and administrator Daniel Smith as the business school's leader last month, but the quest for a permanent Bloomington chancellor has lasted more than two years.

Herbert said the slow searches reflect the university's bid for top-notch applicants. As for his public persona, he said it took a back seat to a string of internal problems he inherited, including a financially troubled athletic department.

[Re "the slow searches reflect the university's bid for top-notch applicants," when the searches run on for years, one recalls the adage "the perfect is the enemy of the good."] Check out the entire Star story, it is quite lengthy and includes some tables and, in the online version, an interesting photo.

Posted by Marcia Oddi on August 29, 2005 08:55 AM
Posted to Indiana Government