Unit Name: Office of Communications
Unit Mission: The mission of the Office of Communications is to increase the general awareness and visibility of SUNY-ESF through an effective
news and media relations program, and through the production of College publications, web pages, public events and other materials or
activities used to communicate the College’s desired image.
Unit Level Institutional Assessment
Unit Goal
Link to ESF Goals (by#)
Method(s) of Assessment
and Targets
Results of Assessment
(Data)
Implementation Plan
(Changes resulting from
Assessment)
Achieve the visibility metrics outlined in
ESF’s annual strategic planning process,
with an overarching goal of expanding
the College’s name recognition and
brand awareness at a local, state,
national, and international level.
Continually provide new content and
enhanced features on the ESF website
and on our related social networking
sites. Use the Web and electronic media
effectively as these become ESF’s
primary modes of communication with
external audiences.
#3 Be the “go to” institution
with a strong and visible
reputation
The office tracks 12 separate
metrics each year to measure
newspaper, television, radio and
web content and media coverage.
Achieved 7 of 12 metrics in
2010-11. Metrics show
continued trend away from
print media and towards web
communications.
 Put highest priority on
developing digital and video
content for web and news
media, including social
networking sites.
#3 Be the “go to” institution
with a strong and visible
reputation
 Exceed 12 million external hits
on www.esf.edu.
 Received 12.8 million hits in
2010-11.
 Achieve 70% ASQ excellent/very
good rating for www.esf.edu
from admitted applicants.
 Achieved 66% excellent/very
good and 28% good rating
(2010).
 Maintain current level of
video and digital content
production and continue to
improve www.esf.edu.
 Measure number of videos
posted on You Tube and I Tunes.
 Published 317 new videos
(48% increase in total)
 Measure Facebook fans (ESF
main page).
 Produce 200 College
publications.
 3,647 Facebook fans (38%
increase from 2009-10).
 Produced 187 College
publications but met all
client requests – trend is for
less print.
Produce official ESF publications,
including the College Catalog, Inside ESF
magazine, and a variety of recruitment
and development publications, to
provide information to prospective
students, alumni, friends of the College,
and other external audiences. Support
the communications needs of academic
and administrative departments at ESF.
Monitor and enforce the visual identity
standards.
Coordinate ESF’s participation in special
on- or off-campus events aimed at
increasing the College’s visibility and
reputation.
#3 Be the “go to” institution
with a strong and visible
reputation
 Produce special publications for
ESF Centennial.
#3 Be the “go to” institution
with a strong and visible
reputation
 Improve process for
collecting annual catalog
updates.
 Centennial goals met.
 Coordinate 20 events per year.
 21 events held in 2010-11.
 Maintain current activities.
 Assist with 2011 Centennial
events.
 Centennial events held in
2010-11 were successful
based on participation and
media coverage.
 No changes – continue with
2011-12 events.
Unit Name: Office of Communications
Unit Mission: The mission of the Office of Communications is to increase the general awareness and visibility of SUNY-ESF through an effective
news and media relations program, and through the production of College publications, web pages, public events and other materials or
activities used to communicate the College’s desired image.
Unit Level Institutional Assessment