Improving the Public Image in Hawaii

Improving The Public Image in Hawaii:

Background: The University of Hawaii at Manoa has always been a forward thinking university. Being founded in 1907, the university became a public 52 years before Hawaii became a state. The university was created to serve and invest in Hawaii’s future.

• A little information about me: I work for the UH Foundation as a supervisor in the calling center where we talk to alumni about past experiences with the school and proceed to ask if they would be interested in helping out with donations toward our enrichment/scholarship funds. I have personally heard multiple people express their distrust and disappointment with the university and their decisions. Through the various scandals and controversies, I keep a donor feedback file that I send to administration to overlook about the publics general image of the school.

Vision Statement: My plan is to create a strategic plan to increase the public image of the university in Hawaii and to remind the citizens how vital the university is to keeping Hawaii’s future bright. This will include various statewide campaigns highlighting the good things the university had done, and the future plans that the University of Hawaii has to better education in Hawaii.

Goals: My goal is to better the University of Hawaii’s image in the public eye by being seen as a transparent institution. I want them to realize that the school is focused on investing in Hawaii’s students and future and not focused on making students a profit center.

SWOT ANALYSIS:

Strengths:

• The University of Hawaii is the largest flagship university in the whole pacific
• The University of Hawaii offers more than 200 degree programs through 19 colleges and schools so Hawaii residents don’t have to leave and go to the mainland to get the education they need to continue living in Hawaii
• We have the most extensive Asian and Pacific collection in our Hamilton Library which make the university a choice destination for students, faculty, and researchers from around the world
• UH Manoa is a top public research university that is accredited by the Western Association of Schools and Colleges

Weaknesses:

• The university has made many questionable and careless decisions in its leadership. The chancellor of the university changes almost yearly.
• The university has been in the press for various careless decisions. An example is the “Stevie Wonder Blunder”, where the school wired millions of dollars to a fake contracting agency and lost crucial money due to carelessness.
• Controversial faculty and scandals

• UH Cancer Center Director

• Former chancellor Tom Apple tried to fire him, which lead to Tom Apple’s removal from his position. Then recently, Dr. Michele Carbone, the UH Cancer Center Director suspiciously resigns from his position and moves down to a research position.

• Former Chancellor Tom Apple is removed from his position
• UH Athletic Director resigns due to failure to stop the department from losing money
• Etc.

• Distrust by former alumni and residents due to controversial spending

Opportunities:

• The university could bring unity and trust to the residents in Hawaii
• The university could go through extensive efforts to hold faculty and staff accountable for injustices and poor decision making
• The university could do multiple public relation campaigns
• The university could try and become more transparent and show how the Hawaii residents tax dollars are going to work.

Threats:

• Because the university isn’t seen as a transparent institution, if there are other controversies due to under qualified/unethical staffing, it could worsen the universities public image.
• If the administration tries to better their public image in unethical ways (lying, exaggerating, making empty promises), it could do the opposite and worsen the schools image.

Action Steps:

General Overview of Campaign(s):

Giving Back Campaign: Because the administration is one of the huge factors that create mistrust in the university, I plan on implementing a “giving back” campaign where these faculties work together in a community outreach project. From 1995 to 2015, tuition at the University of Hawaii has increased 625%. Now more than ever students need help to get through school. In the past it was possible to work part time to pay for school and living at the same time, but now that is simply unattainable. In this campaign, I would like each of the administrative faculties to raise/fund a small scholarship for students. At the UH Foundation, $1000 can create a named scholarship or endowment that could benefit students in the future. The administration could raise money various ways: