Driving Awareness of the System The State University of New York

1. Driving Awareness of the System The State University of New York March 23, 2005

2. Overview • Six-month test program to determine feasibility of promoting the System via individual campus news • Prime the pump…campus buy-in, media interest, etc. • Sample group of campuses and stories • Downstate and national focus • Editorial results • Perceived business / recruiting impact • Creation of a long-term promotional campaign for the system • Incorporate all campuses • Tells the system story – economic development, cultural impact, etc. • Create self-sustaining media relationships

3. Communications Objectives • Create a highly competitive, media-fueled image for SUNY that enhances recruitment activities • System vs. individual institutions • Parts benefit from stronger center • Position SUNY as “First and Best Choice” among students, parents and key influencers throughout New York State • Demonstrate SUNY’s economic impact and other contributions across New York State • Draw national attention to SUNY research and support funding efforts

4. Strategies • Increase external awareness of SUNY’s impact and leadership in: • New York State’s economy • Global industries, including security, technology, life sciences, environment, media, education, commerce and government • Liberal arts, fine arts and social sciences • Increase internal awareness among individual campuses of SUNY’s value proposition regarding: • Inter-campus research and teaching synergies • Collaborative funding opportunities • External name recognition

5. Strategies • Strengthen System’s communications infrastructure focusing on: • News dissemination • Information gathering and sharing • Media relations database • Develop umbrella messages that highlight: • Autonomy of each SUNY campus • Common mission of each SUNY campus • SUNY’s collective impact

6. Critical Audiences • SUNY Community • Business Community • Parents and Students • Media • Government • Secondary Educators • Private Philanthropic Foundations • Science Community and Academia

7. Process and Progress • Five initial campuses • Buffalo • Morrisville • FIT • Purchase • ESF • Initial meetings to determine appropriate fodder for media relations • Creation of compelling media pitches • Media outreach and interview scheduling • Secure coverage • Leverage results to drive enhanced participation across system • Use results to determine realistic ongoing initiative

8. Process and Progress • The process is not without challenges… • Existing brand practices • Current collateral materials • Evergreen stories vs. hard news • Sophistication of interview participants and handlers • Sophistication of target media

9. Sample Results Morrisville Automotive Program • Pitch letter distributed to 150+ journalists at automotive trades and dailies • Car Dealer Insider interviewed Professor Law and ran a story in the 8/30 issue • USA Today interviewed Professor Law for a pending story on the “21st Century Dealership” • Auto Journal interviewed Professor Law for story in December issue • Albany Times-Union also interviewed Professor Law for pending story • Other interested publications include: • Detroit Free Press • Houston Chronicle • Sacramento Bee • Associated Press

10. “…the increasing complexity has led to sophisticated college programs like the one at State University of New York, Morrisville Campus…”

11. Sample Results Homeland Security • System-wide story – port security (Maritime), eco-terrorism (ESF’s buoy-mounted water monitor), biometrics (Buffalo’s biometrics center), and bio-terrorism (Buffalo’s vaccine research and the BioBlower) • The New York Times sent reporter and photographer to the USS Stalwart and ran a feature on the port security center • Los Angeles Times conducted interview regarding ESF’s buoy for pending story • Wall Street Journal has indicated interest in setting up an interview on multiple SUNY homeland security initiatives • Newsday has expressed strong interest in biometrics and the BioBlower • Other interested publications include: • Newsweek • Washington Post • Chicago Tribune • Miami Herald • Albany Times Union • Syracuse Post-Standard

13. Sample Results University at Buffalo “Backseat Bullet” • MWW developed a media alert on an increased likelihood of automobile accident deaths resulting from unrestrained backseat passengers • Better Homes & Gardens conducted an interview for a story in the December issue • Wall Street Journal conducted an interview for a 12/18 story • Detroit Free Press ran a story on 11/19 • Chicago Tribune ran stories on September 5th and 8th • 9/8 story was syndicated and picked up by Newsday and the Detroit Free Press • 9/8 story made reference to the University at Buffalo, but not SUNY • The Bergen Record and the Des Moines Register ran stories • WPVI-ABC (Philadelphia) aired a 30-second segment featuring SUNY • MWW furnished video footage to ABC One (National Syndicator), WPLG-IND Miami, WBZ-CBS Boston, WAVE-NBC Louisville, KWTV-CBS Oklahoma City

14. “…one study, by the State University of New York at Buffalo’s Center for Transportation Injury Research, looked at nearly 300,000 fatal crashes over seven years. It found the odds of death are three times as high for drivers when people seated behind them aren’t restrained…”

16. Other Results • Morrisville’s agribusiness center /dairy complex – several interviews; stories in Dairy Field, Farming and Farm Week (2) • Associated Press covered the “Ethanol from Willows” program; story picked up by Newsday • ESF’s deer contraception – stories in Asbury Park Press and Rochester Democrat & Chronicle; American Fruit and Vegetable Grower; interview with Newsday • University at Buffalo’s Drag- Reducing Swimsuit – featured in Baltimore Sun piece on Olympics-related technology • Newsday to feature SUNY Farmingdale’s circulation-increasing wheelchair on 11/21 • SUNY Potsdam’s music education program and NYC public school partnership featured in Brooklyn Family and Bay Ridge Courier • Newsday and AM New York attended and reported on Maritime’s 11/17 merchant marine interfaith service • Wall Street Journal committed to biosensor story once it’s ready for commercial deployment

17. January 13, 2005 SUNY Researchers Find Way to Make Ethanol from Wood By WILLIAM KATESAssociated Press WriterSYRACUSE, N.Y. -- Using nothing more than water, State University of New York researchers have devised a method for removing energy-rich sugars from wood that can be used to produce ethanol. The process is still a year or two away from commercial application, but researchers at SUNY's College of Environmental Science and Forestry and industry officials said they are encouraged it will prove economical on a larger scale. If successful, the process will be a boost to both New York's fledgling ethanol industry, and profitable for pulp and paper makers, said Dr. Thomas Amidon, chair of ESF's Paper Science and Engineering faculty…

18. “…the folks at Morrisville, NY-based Morrisville State College, part of the State University of New York, understand the kinds of obstacles that block the little guy’s road to product innovation and want to help – at least when it comes to the dairy sector…”

19. Going Forward • Comprehensive Approach (all campuses plus Foundation) • Messaging and Cohesive Branding • Fact-Finding and Program Extranet • Speaking Appearances • Campus Facility Tours and Special Events • Press Releases and Pitch Letters • Background Interviews • Feature Stories and News Placement • Opportunistic News and Tie-Ins • Manuscripts and Bylines

20. Stories on Deck • Nanotech at SUNY Albany • Meteorology at SUNY Oswego • SUNY Oneonta’s Center for Social Responsibility and Community • SUNY New-Paltz’s Mid-Hudson Migrant Education Outreach • SUNY New-Paltz’s “Out-of-the-Vault” Exhibition • SUNY Binghamton’s Center on Democratic Performance • Fetal Alcohol Syndrome Research At SUNY Binghamton • SUNY Stony Brook’s Center for Food, Wine and Culture • SUNY Stony Brook’s World Environment Forum

21. Research Foundation Technologies ready for commercialization • Upstate Medical Center Technologies • Nanosphere Delivery System (Dr. Donna Osterhout) • Regulation of Food Intake (Dr. Michael Meguid) • Cardiac Arrhythmia Therapy (Dr. Omer Berenfeld) • Downstate Medical Center Technologies • Animal Training Via Brain Stimulation (Dr. John Chapin) • Pelvic Trauma Device (Dr. Seth Manoach) • Pancreatic Cancer Diagnosis and Therapy (Dr. Josef Michl) • Breast Cancer Diagnosis (Dr. Henri Teidge) • Old Westbury Technologies • Neuroimmune Therapies (Dr. George B. Stefano) • Farmingdale State College • Proton Exchange Membrane Fuel Cells (Dr. Hazem Tawfik)

22. Thank You