A recent survey conducted by Moore Information in collaboration with the University of Idaho revealed that Idaho residents now hold a more favorable view of Boise State University than UI.
The survey, which recorded answers from 500 adult Idaho residents, concluded that participants often graded BSU higher than UI in areas such as best faculty, best research program, graduation rate and most opportunity for student research.
The results are surprising, especially for those affiliated with UI or aware of the institution’s educational opportunities. The Carnegie Foundation designates UI as a higher-activity research organization, while BSU just received moderate-activity research designation in January.
To be fair, the margins were slim in each comparative category. For example, BSU received a 73 percent excellent-to-good rating in regard to educational quality while UI received 71 percent. BSU also received a 78 percent rating from participants in general favorability, which was 6 percent higher than UI. The results warrant consideration, especially with UI on pace to transition from an R2 to an R1 research institute. The results are even more concerning in light of UI President Chuck Staben’s 10-year strategic plan to increase enrollment on the Moscow campus by 50 percent.
The results of the survey may leave many Vandal students, staff and faculty asking themselves: what happened?
There is little doubt BSU’s rise to the national stage was aided by the emergence of a dominating football program and a miraculous 2007 Fiesta Bowl win over Oklahoma. Even though BSU may not possess the same level of scholastic prowess as UI, the Broncos have done an excellent job in utilizing the success of the football team to market the university as a whole.
In addition, BSU’s location in the state capital allows the institution to experience a growth in both enrollment and stature. In the Moore survey, many Idaho residents listed proximity as one of the main reasons for recommending BSU to friends and family.
So what does this mean for UI? Ultimately, the survey reveals the need for a new marketing campaign throughout the state. Although the university’s educational reputation is still as strong as ever, residents throughout Idaho are turning their attention toward BSU because of brand recognition.
Many state and national headlines have also injured the general reputation of UI. The decision to drop the football program from the Football Bowl Subdivision garnered national criticism from analysts, alumni and fans. Meanwhile, the recent euthanasia of seven cats and over 1,000 birds on campus sparked a statewide backlash.
University officials are ultimately responsible for marketing and brand awareness, and while they should be active in promoting the work of UI and its members, students need to step up and do their part to change the state’s perception of the institution as well.
It is no longer acceptable to endorse the “nasty and inebriated” stereotype that resulted from a war of words in 2010. UI students need to step up and highlight success inside and outside of the classroom, in order to change the views of those across the state.
If Staben’s 10-year plan is to succeed, we need to do our part as students to create an educational environment which looks as good on the outside as it feels on the inside. It is up to us to be ambassadors for UI to the state and the nation. A college campus can only be as strong as its students.
— JG