UCM created 35 unique pieces of Rutgers Excellence content that were distributed across multiple channels and reached more than 1 million readers.
University Communications and Marketing
About Us
About Us and Our Work
UCM is the universitywide communications and marketing office of Rutgers, focusing on protecting the university brand, broadly advancing the university’s reputation, promoting Rutgers people and programs from all campuses, and managing initiatives and priorities of the university’s central administration. Through broad channels, strategic projects and programs, and accessible resources, UCM defines the universitywide voice of Rutgers and sets the tone and standards for communications and branding at the university. In all that UCM does, promoting Rutgers’ expertise and value as a top public research university and increasing Rutgers' prominence are paramount.
To advance the awareness of Rutgers’ excellence and support a presidential initiative to improve Rutgers' reputation, UCM launched the Rutgers Excellence campaign. Spotlighting accomplishments and innovations of our scholars, our multichannel content distribution in FY 2024 reached more than 1 million readers and resulted in 54+ million impressions. Google Ad Words received 451,425 impressions.
Using cultivated lists to reach academic leaders and other higher education influencers, UCM sent 34 direct emails featuring university accomplishments and initiatives, promotional content, and faculty and student achievements and achieved an 39.6% open rate.
To elevate stories of excellence, UCM developed videos featuring topics from across the campaign, such as Rutgers' impact as a research and education powerhouse.
• 39% open rate among higher education leaders
• 6.8 million impressions through paid ad placements and owned channels
• 3,738 video views
There were 79,600+ pageviews last year to the Rutgers.edu/excellence campaign landing page from digital advertising, enewsletters, social media, and direct email click-throughs to learn more about campaign topics and facts.
The campaign included more than 145 digital and print ad placements ran in focused media outlets, including The Chronicle of Higher Education, Inside Higher Ed, Science, and other outlets by target media markets.
To reach target-specific audiences of academic leaders and alumni working in higher education, 33 sponsored LinkedIn posts were placed.
Proactive outreach to news media has earned the attention of 12 target publications, selected for their influence on higher education leaders. Rutgers has appeared more than 1,000 times in these media outlets, with mentions about Rutgers' initiatives, research, faculty, and students.
Great Things to Know About Rutgers
UCM created the Great Things to Know about Rutgers brochure as a communications tool for units universitywide to show what makes Rutgers a distinctive and highly respected institution in the Garden State, the nation, and across the globe. Printed brochures are available to university leaders and communicators to share internally or externally--with community leaders, high school guidance counselors, job candidates, and conference attendees, for instance. A companion website allows users to explore enhanced content digitally or download a PDF of the brochure.
Rutgers Today
Rutgers Today is the universitywide news center promoting news, features, and videos with daily content additions and updates on all things Rutgers.
Highlights of FY 2024
- 1.6 million pageviews
- 215 regular and special issues published
- 110 stories created and shared
Distribution channels
- Daily enewsletter
- Special enewsletters for fans, followers, and local officials
- Rutgers Today website
- YouTube
- Vimeo
- Social media
The Rutgers R
To support the goals of greater institutional clarity and stronger brand recognition, in August 2023 UCM adopted the Rutgers R as the primary logo for the university. The updated visual identity system reduces the number of primary Rutgers logos from three marks to one and facilitates consistently applied visual representation of the Rutgers brand for all our stakeholders and audiences.
UCM produced guidelines for aligning school, department, and unit names with the Rutgers R can be found in the Rutgers Visual Identity System User Guide and Quick Guide.
Hundreds of university faculty and staff attended online training sessions conducted by UCM about using the new Rutgers R in their work. They also had the opportunity to ask questions about applications, timelines, and resources. Recordings of these meetings are available to view for those who could not attend the Zoom sessions.
UCM's revised signature generator is the system from which faculty and staff can download Rutgers R graphics packages and request new signatures. To date, UCM has created almost 400 new signatures for units universitywide.
UCM completed the installation of approximately 1,400 redesigned campus banners featuring the Rutgers R at Camden, Newark, New Brunswick, and Rutgers Health locations universitywide.
The Brand Aid enewsletter, a resource emailed to faculty and staff several times throughout the year, focuses on the continued transition to the new Rutgers R visual identity. UCM continues to provide assistance to aid with implementation universitywide.
UCM provides Rutgers-branded exhibit kit materials to faculty and staff to help them represent Rutgers at conferences, symposia, workshops, county fairs, and other events. The exhibit kits, which include table covers, vertical pull-up banners, podium drapes, signs, and media backdrops, were refreshed with the Rutgers R logo.
The main Rutgers R marks have been uploaded to the logo library on the Rutgers Swag Portal for use on giveaways and promotional items.
Electronic business collateral, research poster templates, and virtual backgrounds featuring the Rutgers R are ready for download.
Stationery items such as business cards, letterhead, and envelopes can be purchased electronically through the RU MarketPlace.
Presidential Communications
UCM promoted President Holloway's annual budget address to the University Senate, outlining Rutgers’ fiscal challenges and plans for addressing them.
President Holloway announced that he is serving in his final year as president. UCM has promoted highlights of his initiatives and programs.
• 154,600 impressions/24,860 engagements on social media
• 3,500 Rutgers Today pageviews
• 86 news stories including The New York Times, WHYY, and The Philadelphia Inquirer
UCM promoted “The Morning After,” an Eagleton-hosted panel discussion moderated by President Holloway about the November election results.
• 5,800 impressions/121 engagements on social media
• 15,810 Rutgers Today pageviews
• 6,470 news stories
• 25% open rate among 7,000 higher education leaders
UCM supported the president’s annual stakeholder address as he shared university achievements with Rutgers community members, board members, and government officials. He also announced the launch of Rutgers' trailblazing Democracy Lab, designed to drive solution-focused discourse.
• 50,365 impressions/3,750 engagements on social media
• 3,000 pageviews on Rutgers Today
President Holloway's Byrne Seminar for first-year students is designed to heighten understanding of the roles and responsibilities of citizenship and features conversations with distinguished leaders from the corporate, political, nonprofit, media, and faith communities on critical questions related to civic engagement.
UCM promotes the Presidential Employee Excellence Recognition Program, which each year acknowledges those who do so much for our students, for our employees, for the university itself, and for the broader society. The program is a result of a recommendation from the Future of Work report and has been well-received by the university community, with hundreds of nominations for team and individual awards submitted.
Presidential Search
Jonathan Holloway announced that he is serving his final year as university president. To support the work of the presidential search committee, UCM initiated a multipronged promotional campaign to support the search for Rutgers' 22nd president.
UCM created and publicized a comprehensive website for Rutgers' search for its 22nd president. It provides information on the process, timeframe, and search committee and promotes town hall meetings for input from the community.
• 10,000 pageviews
UCM created a Presidential Leadership Profile, an overview of Rutgers and its mission, goals, and achievements, as a supplement to the campaign.
Rutgers Today news stories and other media coverage provide information about each element of the search process.
• 5,894 Rutgers Today pageviews of search coverage
• 20 news stories, including NJ Spotlight News and ROI-NJ
UCM developed a video, "What Makes Rutgers Excellent," that showcases Rutgers' scope and excellence in research, health, service, and academics.
• 2,900 video views
Rutgers on the Rise
The brochure features standout accomplishments and progress at Rutgers, including unprecedented gains in rankings, research funding, state and federal support, capital construction, donations that support student access, applications for admission, and more. Rutgers on the Rise spotlights faculty, students, and staff who keep Rutgers strong and moving forward, committed to excellence and serving the common good.
UCM tracks all news coverage of Rutgers and develops daily, monthly, quarterly, and annual news coverage reports for university leadership and governing boards that capture the breadth and sentiment of the coverage.
Highlights of FY 2024
641,800+
news stories citing Rutgers
9.5 out of 10
Rutgers news stories are favorably ranked as neutral to positive for the institution
750
news stories that resulted from UCM's pitching and promoting efforts
438
Rutgers experts were cited by the news media
Pitching and Promoting Stories
UCM executed media plans to promote these activities, experts, and programs.
Key research initiatives made possible with funding from the National Institutes of Health showcase the broad range of communities impacted by our work.
• 6,385 impressions/530 engagements on social media
• 19,217 Rutgers Today pageviews
UCM highlighted key moments in Black history at Rutgers with archival and new photography. Content included facts on Paul Robeson, Herb Conaway—an alumnus sworn into the U.S. House of Representatives, and a Rutgers expert on the history of Black church hats, among others.
• 200,244 impressions/15,271 engagements on social media
• 6,510 Rutgers Today pageviews
UCM produced its annual multimedia "Year in Review" campaign.
• 28,292 impressions/1,551 engagements on social media
• 1,461 Rutgers Today pageviews
• 34% email open rate among 7,000 higher education leaders
• 45,000 paid advertising impressions
Rutgers promoted the 2024 incoming class of 14,400 and record enrollment of 69,000 students with a focus on students' scholastic pursuits and a welcome video from President Holloway.
• 827,044 impressions/86,391 engagements on social media
• 6,596 Rutgers Today pageviews
• 3,800 views on President Holloway's welcome video
For the second consecutive year, Rutgers–New Brunswick was the #15 top public university and all three university locations at Camden, Newark, and New Brunswick were among the top 50 public and top 100 national universities.
• 80 news stories including The Star-Ledger
• 209,541 impressions/16,286 engagements on social media
• 29% email open rate among 7,000 higher education leaders
Members of the Rutgers community shared what they wanted others to know about their experiences. Content included an essay page, a video about Adaptive Sports Day programs, posts about our students with disabilities and caregivers, and an events page.
• 34,160 impressions/1,671 engagements on social media
• 11,900 Adaptive Sports Day video views on social media
Monitoring Rutgers across All Social Media Channels
UCM uses social media listening tools to monitor the conversations people are having about Rutgers across all social media to gain insights that inform our understanding of public sentiment regarding Rutgers, its reputation, and its overall brand.
1.6 million Rutgers brand mentions in FY 2024
Mentions are counted across over 100 million data sources, in 50+ languages, and across 25+ social networks and other platforms.
Storytelling through Video
UCM produces content to tell the stories of Rutgers people and places through video for Rutgers.edu, Rutgers Today, social media platforms, and other university projects and channels.
Highlights of FY 2024
3.4 million total video views, including YouTube and Vimeo
64 videos produced for UCM channels
Issues, Emergency, and Crisis Management Communications
UCM coordinates with Institutional Planning and Operations and communication teams across the university to notify the Rutgers community of urgent issues, testing, and emergency notifications.
- Executed communications plans to alert the university community about six weather-related emergency messages
- Responded to media inquiries and issued news releases about current events regarding the university
- Delivered three emergency messages to inform the university community about operational issues impacting Rutgers' campuses
Brand Management
UCM defines, elevates, and protects the Rutgers brand by managing our brand assets and enhancing the public prominence of the university through effective communications.
UCM worked with the Middle States team to produce templates that offer a polished, cohesive design for upcoming Middle States communications.
UCM oversees the Rutgers Visual Identity System. With the transition to the new Rutgers R well underway, we’re scanning university communications for often overlooked old logos on social media, forms, digital credentials, and more and reminding users of the resources available to make updates.
UCM began the Communicators Network to reach communicators universitywide and provide guidance and resources about Rutgers' branding policies and assets. More than 175 university communicators attended an event hosted by UCM that focused on Rutgers’ visual brand transition to the Rutgers R. Attendee feedback included a 97% satisfaction rating.
The ACE program includes outside communications firms with service agreements in place with the university, making engagement for Rutgers units faster and easier. Rutgers units utilize the ACE program to work with vendors for projects that fall within 10 marketing and communications categories. The program currently features 67 suppliers.
Document skills, knowledge, and abilities with digital credentials. Digital badges are awarded for demonstrating completion of cocurricular, extracurricular, or noncredit-related learning. A digital certificate is earned when the learner has completed all the necessary requirements and assessments and has been given access to accept and share the digital certificate.
In adherence with Rutgers’ advertising policy, UCM reviews all advertisements, ensuring that Rutgers is presented in a consistent, coherent, and brand-standard manner.
FY 2024
• 384 ads reviewed
• $8.45 million total media buys
• 946 million impressions
Promoting Rutgers
UCM worked with SLAM Magazine to create a special collection of merchandise to coincide with the debut of the Ace Bailey and Dylan Harper cover for their Oct./Nov. magazine. The merchandise features an assortment of Rutgers-branded items as well as exclusive apparel featuring the iconic cover image. Products are available at the Rutgers Team Shop and SLAM’s eCommerce store.
To celebrate the LGBT+ community and allies at Rutgers, a special collection of merchandise was designed and made available. Additionally, social media posts were created to highlight the achievements and stories of staff members who embody the spirit of Pride. By leveraging compelling visuals, the campaign aimed to celebrate the diverse and inclusive spirit at Rutgers.
Rutgers-branded merchandise is available for purchase at select locations along the New Jersey Turnpike in the new Applegreen Travel Plaza convenience stores at the Molly Pitcher, Thomas Edison, Walt Whitman, and James Fenimore Cooper service areas. After much effort, UCM has been able to secure placement for branded merchandise in these high-traffic areas. We are pursuing plans to expand the program to additional locations along the Turnpike and Garden State Parkway.
Swag Portal for Rutgers-Branded Merchandise
UCM, in collaboration with University Procurement Services, manages the Swag Portal, an online platform that encourages the strategic sourcing of Rutgers-branded merchandise. Making finding and buying Rutgers-branded merchandise easier, the portal streamlines the purchasing and design process for Rutgers units to secure promotional items: apparel, bags, pins, specialty items, giveaways, and more. Units realize savings from competitive and discounted pricing.
- 427 Rutgers units placed orders
- 2,840+ total orders placed
- $4.5 million in total orders
- $5.9 million in savings
Commencement 2024
UCM promoted and supported Rutgers' 258th Anniversary Commencement ceremony on Sunday, May 12, 2024.
With the transition to the Rutgers R, UCM designed and managed the production and distribution of gonfalons and vertical and horizontal podium signs for use at the Rutgers–New Brunswick, Rutgers Health, Rutgers–Newark, and Rutgers–Camden commencements and convocations. In addition, UCM worked with Rutgers–Camden to provide a media backdrop, table throws, and a stage backdrop. We also collaborated with the Office of the Secretary to procure new stage scrims for the Rutgers–New Brunswick/Rutgers Health commencement.
Twenty-one graduating student profiles from all chancellor-led areas were featured on Rutgers.edu, the Class of 2024 webpage on Rutgers Today, and social media channels.
These profiles earned
· 20,600 pageviews
· 34,000 engagements
· 532,000 impressions
UCM manages the commencement website, which received 86,000 visitors and 241,000 pageviews through the end of May. The ceremony was streamed live on the website, and the video was posted on the website and distributed to news outlets.
UCM manages the universitywide channel to the Rutgers digital universe. In FY2024:
- 7.9 million pageviews
- 3.5 million visitors
Rutgers Core Component Library (RCCL)
The RCCL is a multi-template, 65+ component building tool for websites that empowers university units to create brand-forward, accessible sites with an improved online presence and better user experience. To date, more than 50 sites are using the RCCL.
Governing Boards of the University Example
UCM worked with the Office of the Secretary to improve its website using the RCCL and combine it with the site for the governing boards to better reflect their functions and roles.
Office of General Counsel Example
UCM managed the revision and relaunch of the website for the Office of General Counsel. It has an updated look and information framework that aligns with other central administration websites.
Photography and Other Digital Assets
UCM provides the Rutgers Digital Asset Library to store, organize, and share photos and videos with the university community. Providing access to thousands of curated images and a growing number of videos, the self-serve asset management tool is accessible to faculty and staff who can create collections and share and download photos and videos.
Highlights of FY 2024
- 28,000+ total assets in database
- 9,300+ assets downloaded
- 2,500+ assets added
UCM's Work Receives International Recognition
UCM's work was honored with the following Hermes Creative Awards, international recognition within the creative and marketing industry.
Platinum Awards
- Rutgers Future Scholars: Transforming Lives for 15 Years (brand journalism)
- Rutgers–New Brunswick and Rutgers Health Commencement 2023 (special event)
- RUGradbook 2023 (social media campaign)
- Class of 2027 Rookie Cards (social media campaign)
Gold Awards
- America’s Got Talent Appearance Catapults Dance Student’s Career (brand journalism)
- Alternative Winter Break Service Trip Forwards Newark Mission (brand journalism)
- Alumna Soars to New Heights in the Space Force (brand journalism)
- Byrne Seminar: Cultivating Citizenship to Support Democracy (video series)
- Rainbow Talks: Rutgers LGBTQIA+ Community Comes Together in Conversation (YouTube video)
- Rutgers Marching Band Readies for Macy’s Thanksgiving Day Parade (YouTube Video)
- Rutgers Scarlet Service Students in Washington, D.C. (YouTube Video)
UCM Videos Earn Prestigious Awards
TELLY AWARDS
The Telly Awards honor excellence in television and video production from some of the most respected players in the industry. UCM was recognized with:
Silver Award
- Rutgers Marching Bank Readies for Macy's Thanksgiving Day Parade (Online-Holiday and Seasonal)
Bronze Award
- Rutgers Piano Professor Celebrates Lunar New Year with New Jersey Symphony (Online-Culture and Lifestyle)
UCM Earns More Honors for Excellence
UCM was awarded honors from the Council for Advancement and Support of Education (CASE). Each year, CASE recognizes best practices in advancement and outstanding people who contribute to the growth and understanding of the advancement profession.
District II (Mid-Atlantic region) winners
- RUGradbook 2023 (student-oriented digital campaign)
- Father’s Death Inspires Surgeon to Shift Focus to Prevention (1,000+ word profile)
- Old Navy Taps Graduate to Design Black History Month T-Shirt (less than 1,000-word profile)
