UCM created 63 unique pieces of Rutgers Excellence content that were distributed across multiple channels to about 4 million readers.
University Communications and Marketing
About Us and Our Work
University Communications and Marketing (UCM) includes two major divisions—U-wide Comms and R-Comm—charged with elevating the public prominence of Rutgers. U-wide Comms is the universitywide communications and marketing department for Rutgers and includes the offices of University Brand, Marketing, and Creative Services and University News and Media Relations. It focuses 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. R-Comm is the communications and marketing department that focuses on promoting Rutgers–New Brunswick and Rutgers Biomedical and Health Sciences (RBHS). While R-Comm reports centrally through UCM, the department is dedicated to advancing the AAU flagship and is guided by the priorities of its two chancellors. The alignment of these two divisions within UCM provides opportunities for collaboration, clarity of message, and support of a strategic focus on elevating Rutgers' prestige and reputation.
By the Numbers
Highlights of FY 2022
Rutgers Digital Asset Library
UCM Wins Six 2022 Hermes Creative Awards
About 6,500 entries from around the world were entered in the 2022 Hermes Creative Awards, an international competition for the creative and marketing industry. UCM's work was recognized with the following achievements.
- The Inauguration of Jonathan Scott Holloway (Special Event)
- Faces & Voices of Rutgers (Team Achievement)
- Rutgers Magazine Spring 2021 (Print Media)
- Faces & Voices of Rutgers (Video Series)
- Rutgers.edu (Education Website)
- #HowWeMetAtRU (Social Media Campaign)
UCM Videos Earn Prestigious Awards
With over 12,000 entries from all 50 states and five continents in 2022, the Telly Awards represent work from some of the most respected advertising agencies, television stations, production companies, and publishers worldwide. UCM was recognized with:
Collegiate Advertising Awards
The national Collegiate Advertising Awards honor excellence in higher education advertising, marketing, and promotion. Entries are judged by a panel of higher education marketing professionals on criteria that include creativity, quality, and overall experience. UCM won:
Gold Award in the TV/Video Advertising/PSA–Single category for schools with 20,000 or more students for Rutgers’ Big Ten commercial: Progress Is Earned
Rutgers Excellence Campaign
Excellence happens at Rutgers every day, and the world needs to know. To advance the awareness of Rutgers’ excellence and support a presidential initiative to improve Rutgers' reputation, UCM launched the Rutgers Excellence campaign in 2021. Spotlighting the accomplishments and innovations of our scholars, our multichannel approach to content distribution in FY 2022 reached nearly 4 million readers and resulted in 138 million impressions.
Using cultivated lists to reach academic leaders and other higher education influencers, UCM sent 77 direct emails featuring university accomplishments and initiatives, promotional content, and faculty and student achievements.
To reach target-specific audiences of academic leaders and alumni working in higher education, 29 sponsored LinkedIn posts were placed.
UCM and the Office of Research launched the Rutgers Research Newsletter in 2021 that reaches about 9,300 academic leaders and researchers with an open rate of 30 percent.
200 digital and print ad placements ran in focused media outlets including The Chronicle of Higher Education, Inside Higher Ed, Science, Nature, The Washington Post, and The New York Times.
Proactive outreach to news media has earned the attention of 12 target publications, selected for their influence on higher education leaders. Rutgers has appeared 900+ times in these media outlets, with mentions about Rutgers' initiatives, research, faculty, and students.
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 2022
- 2.3 million pageviews
- 610 daily and special issues published
- 350+ stories written or edited
Rutgers Magazine is the only universitywide magazine that promotes Rutgers, its programs, and its people through engaging and informative stories that inspire pride, enthusiasm, and support for the institution among alumni, the university community, and friends of the institution.
- 155,000 per issue circulation
- 350+ stories produced
- 2x per year published
- 60,000+ website pageviews annually
The universitywide gateway site to Rutgers, UCM manages this important channel to the Rutgers digital universe.
- 16.5 million pageviews in FY 2022
- 2.9 million visitors
UCM managed the communications needs for the inauguration of Jonathan Holloway as the 21st president of Rutgers, including creating a broad range of promotional materials and graphic elements featuring the inauguration theme Rutgers: This is what Excellence looks like, news promotion, and a highlight video.
The department pitched and promoted the launch of President Holloway’s Rutgers Summer Service Internship Initiative, which welcomed the first 100 students to participate in the program. Our efforts resulted in 20,011 social media impressions, 317 social media engagements, and 1,567 pageviews of the story in Rutgers Today.
UCM promoted the President's third University Senate address that outlined: creating a council on online education, improving the student experience, aspiring a beloved community while recognizing differences, and serving the common good. Our work resulted in 895 pageviews on Rutgers Today, 11,781 impressions and 238 engagements on social media, and three news stories.
In conjunction with the Office of the President, UCM monitors coverage of President Holloway in the news, promotes his standing as a leading historian, and facilitates interviews with media. He was mentioned in more than 6,700 stories in print, digital, and broadcast media last year, including his contributing commentary in a "History Channel" series on the American presidency.
UCM manages updates on the president’s website adding messages to the Rutgers community, op-eds and media coverage, multimedia, and university initiatives. In FY 2022, the site had 234,812 pageviews.
Faces & Voices of Rutgers
Faces & Voices, an award-winning, collaborative video series, tells the Rutgers story through its greatest asset – the students, faculty, staff, and alumni who make it a dynamic place of discovery and enrichment. Through a series of conversations over two seasons, President Holloway learns about Rutgers from the individuals who exemplify the university's diversity, commitment, and impact. Shared through Rutgers channels, the series also premiered on the Big Ten Network in January 2022.
University News and Media Relations
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 2022
The Scarlet Guarantee was announced as a historical financial aid package that discounts tuition and fees for some Rutgers–New Brunswick students with a multi-channel promotion including media interviews with Chancellor-Provost Francine Conway; a Star Ledger op-ed; and a video message shared on social media.
125 news stories
Promoted faculty expertise and Title IX’s 50th anniversary with Nine on Title IX. Coverage included an op-ed in USA Today and placements on WPIX-11, Yahoo News, Fortune, Business Insider, and University Business.
On social media, the Nine on Title IX video garnered:
We pitched Rutgers experts Maria Venetis, Maurice Elias, and Yana Rodgers to speak on aspects of life after the pandemic, including mental health, how we communicate, and the future of work.
71 news stories resulted
School of Arts and Sciences professor Erica Dunbar was an executive producer and consultant on the depiction of African Americans on the HBO series The Gilded Age. The story was pitched nationally.
289 news stories
2,981 pageviews on Rutgers Today
Rutgers Robert Wood Johnson Medical School professor of obstetrics, gynecology, and reproductive health and director of the Reproductive Choice Program at New Jersey Medical School Glenmarie Matthews broke down the basics of New Jersey’s reproductive choice law.
35 news stories
4,799 pageviews on Rutgers Today
Rutgers law co-dean Kimberly Mutcherson weighed in on the leaked SCOTUS decision.
491 news stories
12,547 social media impressions
67 social media engagements
4,948 pageviews on Rutgers Today
Managing Universitywide Social Media Accounts
UCM tracks, manages, and monitors the five @RutgersU social media accounts: LinkedIn, Twitter, Facebook, Instagram, YouTube.
Highlights of FY 2022
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.
University Initiatives and Communications
UCM provides communications planning, consultation, promotion, and support for selected universitywide initiatives, events, and programs.
As the COVID-19 virus moves from pandemic to endemic, UCM continued to inform our community about steps taken to protect health and safety, such as the spring 2022 booster documentation requirement for eligible faculty, staff, and students.
240 news stories
3,807 pageviews on Rutgers Today
328,549 impressions on social media
In support of the Cannabis Decriminalization Impact Task Force, UCM created a comprehensive communications plan to inform the university community about the continued prohibition of cannabis on campus. A webpage includes FAQ, resources, the task force report, and university policies about the prohibition of the use and possession of cannabis on university property.
UCM led promotion of President Holloway’s acceptance of the recommendations by the Future of Work Task Force. UCM contributed to the website update, wrote a Rutgers Today story, and posted the announcement to social media.
23 news stories
4,153 pageviews on Rutgers Today
22,213 impressions on social media
Rutgers Pride Campaign, #DYKRutgers
UCM designed a campaign to deliver bite-sized institutional facts and figures to build pride among our strongest brand ambassadors: faculty, staff, students, alumni, and Rutgers supporters. Distributed through myRutgers portal, search.rutgers.edu results, and social media, we use #DYKRutgers (Do you know Rutgers?) to frame the collection of weekly university facts, many correlating to major news stories, holidays, or events.
UCM created a family of event collateral material: refreshed Commencement graphics, invites, program book, social media. Promoted graduation ceremonies and highlighted Class of 2022 graduates across universitywide social media accounts.
We created and promoted graduating student profiles, the ceremony speaker and degree recipients, and Commencement events and celebrations through storytelling, photography, and video in Rutgers Today and on @RutgersU social media, garnering over 25,000 pageviews, 259,400 video views, and over 1 million social media impressions.
UCM manages the Commencement website, which received 64,000+ visitors and 516,000+ total pageviews from February to May 23. The live streaming of the May 15 event had nearly 6,500 views on the site.
This reimagined resource site, built with the Rutgers Core Component Library, features a new Quick Links section, FAQ library, streamlined brand policy details, and a “I Want Help With” service-focused section to help university communicators find the resources they need.
37,000+ visitors annually
Partnering with Academic Affairs, UCM developed new design guidelines for digital badges that are awarded for demonstrating completion of cocurricular, extracurricular, or noncredit-related learning. Digital templates allow badge administrators to easily create the graphic files needed for the Rutgers digital badge catalog.
The ACE program includes outside communications firms with master service agreements in place with the university, making engagement for Rutgers units faster and easier. Last year, nine virtual information sessions were held featuring 47 ACE vendors with 234 Rutgers employees participating.
To help faculty and staff better understand the communications resources available to them and to provide guidance on the correct implementation of the university's policies related to branding, marketing, and communications, UCM launched an enewsletter distributed twice per semester. Issues are opened by more than 5,700 recipients with 1,300 users clicking through to obtain more information.
UCM provides training on communications policies and resources to the university community.
To continue training sessions while staff worked remotely, we created new virtual training sessions with four training modules, held twice each semester, and new asynchronous training modules in Canvas are available for employees to use at their own pace and convenience.
In adherence with Rutgers’ advertising policy, UCM reviews all advertisements, ensuring that Rutgers is presented in a consistent, coherent, and brand-standard manner.
359 ads reviewed and approved
$5.9 million in total media buys
528.4 million impressions
A new billboard was installed on Somerset Street in New Brunswick highlighting the achievements and scholarly pursuits of our students. Continuing the theme of “This Is What Excellence Looks Like,” the billboard is intended to instill pride in Rutgers and our nationally recognized students.
The Rutgers Holiday Store marked a successful second year in 2021 with more than 660 items sold. Launching on November 1 and running through mid-January, the store offered a mix of Rutgers-branded apparel and gifts including ugly holiday sweaters, pajamas, dog hoodies, and socks.
UCM introduced a limited-edition merchandise collection to showcase university points of pride. The inaugural Special Collection spotlights the Rutgers Marine Field Station on its 50th anniversary of preserving the state’s coastal habitats. The collection includes T-shirts and tote bags featuring designs of six marine animals and sold at Barnes & Noble at Rutgers bookstore and online.
Rutgers Core Component Library
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. It is managed by UCM, R-Comm, and the Office of Research. Using Drupal (and in the future WordPress), the component library will continue to grow to meet the web needs of the university.
Examples of Sites Created by Units Using the RCCL
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 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 2022
- 19,500+ total assets in database
- 11,000+ assets downloaded
- 5,000+ assets added