February 25, 2003
Present: Chair Carter, Chair-Elect Daley, Secretary Banks, Interim Provost Barnhardt, Parliamentarian Gilbert; Senators Ash, Beasley, Bernhard, Carter, Fahmy, Garval, Griffin, Hammerberg, Havner, Hooper, Honeycutt, Istook, Jasper, Krotee, Matthews, McRae, Misra, Stoddard, Sylla, Tyler, Weiner
Excused: Senators Allen, Atkin, Brothers, DeLuca, Fikry, Headen, Hodge, Tetro
Absent: Senators Peacock, Rice, Sawyers, Smoak
Visitors: Erich Fabricius, President ProTempore, Student Senate; Judy Peel, Associate Vice Provost for Faculty Development; Daniel Bunce, Editor of the Bulletin, News Services; Deborah Griffith, Associate Vice Chancellor for Public Affairs; John Riddle, Professor of History
1. Call to Order
The twelfth meeting of the forty-ninth session of the North Carolina State University Faculty Senate was called to order at 3:00 p.m. by Chair Carter.
2. Welcome and Announcements
Chair Carter welcomed Senators and Guests.
Senator Griffin announced that the College of Humanities and Social Science’s newly formed Center for the International Study of Ethnicity is having its inaugural launch this coming weekend with a keynote speech. It is open to the public. Kenneth Stein will be the keynote speaker on Friday night in Caldwell G107.
Chair Carter announced that NC State’s founding was March 7th one hundred sixteen years ago. The Founders Day Dinner will be held on Monday, March 10, 2003.
3. Approval of the Minutes, Meeting 11, February 11, 2003
The minutes were approved unanimously.
4. Remarks from Interim Provost Barnhardt
Interim Provost Barnhardt reported that the promotion and tenure process is going along smoothly. "It was a daunting process when you see more than 140 dossiers sitting in front of you and think that you have to review all of those. When you pick up one at a time and sit down and actually do it, it is a very delightful engagement. It is a great opportunity to be able to look across all ten colleges and see the variety of people that we have who are in the process, the quality of the faculty, not only their credentials but also their contributions while they are here at the university. It really is a joy to read those. I do not see that we are going to have any problems as far as staying with the procedures that we have had in the past.
The last time I was here I reported that we were going to find out from the Provost’s office all the tasks that were going on. We have a preliminary list of those and there are more than 150 initiatives going on in the Provost’s Office alone. More than two thirds of those are ongoing. We don’t seem to have a process of being able to purge those. We are going to try to have a recommendation in place for when the next Provost arrives so he or she will have some idea of what is going on in that one office alone.
I would like to thank the Faculty Senate for responding so quickly in identifying people who might like to have breakfast with the Chancellor. To date, we have had two breakfasts. One was cancelled. The issues I thought were very exciting. How are we going to get more graduate involvement? How are we going to get more into disciplinary recognition for teaching and research activities? How are we going to be able to transport students back and forth to the Centennial Campus as more and more colleges move out there? How could we diminish the amount of paperwork in order to get some simple tasks through the university? Again, we are trying to put some time lines on these issues. We look forward to continuing with those Breakfast Meetings. We will continue to schedule those as long as there is interest in them. Again thank you for your participation and support."
Chair Carter thanked Interim Provost Barnhardt for the work that he is doing.
5. NC State Achieve
Deborah Griffith, Associate Vice Chancellor for Public Affairs updated the senators on some progress that has been made on the university wide marketing project.
"This is a project that NC State has never tried to accomplish. We have had bits and pieces of marketing that had been done by colleges or Public Affairs. We have never really tried to do a coordinated effort that will get NC State’s messages to a wide variety of people, mainly to our own state citizens.
Developing NC State’s Brand
Many of you probably know all about branding. A lot of us think of branding as something you do to a cow. That is not exactly what we are talking about. Today it is more than a logo. We do not want to just talk in terms of just logos. When you have a brand you are talking about a promise. It is a promise that a business or a university makes, something that conveys what they are all about. We have tried in the past one year and a half to develop NC State’s brand. A brand that sets us apart, stakes a claim, creates focused emotions when you hear the words NC State.
A logo and a tagline is a way to remind you about your promise, but it is not your promise. Everyone has seen the commercials that have been airing nationally from UPS. The reason I bring this up is because the man who developed that logo is very successful and is an NC State graduate. He actually is a graduate of the College of Textiles. Dale Hayes, who is now Vice President of Marketing with UPS, came up with this logo. Dale has been very critical in helping us develop our program. He serves on our Board of Visitors and has truly been a guidance for me in this campaign.
The UPS tagline, "What Can Brown Do For You?" catches your attention, but really does not tell you much of anything about UPS. What you have to do is evolve that brand, that promise from the tagline. They have done that through showing people at UPS, and the message that comes across is that UPS is a plain spoken, warm, innovative human company. You can count on Brown to help you. Why does NC State need a Brown? We are not a business. We certainly, in some ways, operate like a business, and we have to think like a business because we need to project that identity that sets us apart from other universities. As you know we have a lot of competition. We have to project that identity to recruit students and faculty, to re-engage alumni and build a sense of pride. If we are successful in both of those things, we can assure fund raising success. Fund raising success was why it is so urgent to have a brand right now. That is why we have tried to really launch this marketing campaign in the early phases of our major capital campaign. We are in the process of trying to raise $750M. So far, we have been very successful, and would like to keep that momentum going. We need to make sure that alumni understand why we are proud of NC State and, that they will want to continue to help us. Our objective is to develop a marketing strategy that builds NC State’s brand, defines it, and makes it relevant. The process that we used is to do research. Some of you helped us with this research. Last fall, Ben Edwards of Art Science helped us in interviewing more than fifty faculty, staff and students who told him, "What about NC State sets us apart? What is faculty doing here that really is putting us on the brink of moving forward into the next model for what a land grant university should be? He took those findings and synthesized and came up with some main positioning points. We took the positioning points and developed some creative applications. The fourth steps, which we are currently in the middle of, is to take those creative elements and through ad impact, develop the brand.
We are trying to portray three messages through the ads and through the other messages. These messages are what NC State really is.
NC State Achieves Results By Educating Students for Twenty First Century Life and Work
Everyone in this room does that. We want to celebrate what you do to educate students to provide an innovative learning environment.
NC State Achieves Results By Forging Partnerships With Communities, Businesses, Governments to Ensure Economic Development For Our State
NC State Achieves Results By Improving the Well Being, Safety, and Quality of Life of North Carolina’s Citizens
This is related to our land grant mission.
As you can see these three messages reflect the teaching, research and public service.
The creative elements that we have were developed with some help from a big ad agency here in town. They aided us in developing a tagline and also a template for the print ads that we have been running. The tagline conveys the message that we are attempting to achieve results that matter to people in our state.
The Achieve logo had to be flexible because it needed to apply equally well to agriculture, design, and engineering. We are evolving from the old tagline that we used, "We are the leader in science, engineering and technology." That tagline left out everyone else. We tried to find something that was more inclusive and yet was flexible enough to be used by everyone.
This is not a replacement for the NC State University logo. This is a marketing logo that we use. It is designed to quickly bring to mind what NC State is. We are a community of achievers and this is our goal.
Our next step was to link the Achieve logo with our messages, and to communicate what we mean by achieve. To do that, we achieve results in educating students. We achieve results in offering partnerships in communities, businesses and governments, and ensuring the well being, safety, security and quality of life of our citizens. That is a lot of words and we cannot say that all the time so we have come up with three ads. These are the first three ads. There will be others that will be designed as we move forward. The ads have already run in statewide papers. There were three one half page ads that ran in the seven largest daily papers which includes Asheville, Winston-Salem, Greensboro, Charlotte, Raleigh, Durham, and Wilmington. We are going to try to continue this and make this impact by using more than just daily newspapers. Our next phase will include a lot of other things, including print ads. We are already running some radio spots during basketball and football games. We are doing a lot of direct mail. The Chancellor’s Achieve newsletter is in progress now. We have also published an Achieve brochure which is circulated through campus mail. We have produced a flash video that we show at basketball and football games.
The Alumni Magazine has helped us out a great deal by running stories about faculty who have achieved important things, students who have achieved interesting things, and also how the university helps in economic development through partnership and extension and engagement.
We are going to be doing a biweekly Achievers fax that we send mainly to media that focuses on the important things that we are doing here.
News Service’s Office is concentrating efforts on showcasing Achievers, especially in terms of economic development and in terms of innovative teaching. Events such as Founders Day will have the achieve messages as well as speeches by the Chancellor and Deans. We can make these messages available to any faculty going out to give presentations. We also have a trade show exhibit that we put together that we had on display at the Emerging Issues Forum. We are also including Achieve messages in email newsletters that go out from Public Affairs.
This is a really important part of this process. Each of the colleges has a public relations person. We have worked with them every step of the way to make sure that they have access to the products that we design, such as the newsletter. More importantly, we are taking their ideas and implementing them in this whole campaign. I have been very pleased with the cooperation that I have gotten from those communicators. That says a lot about how we will be able to carry on with this marketing campaign. They run stories in their college newsletters. A recent issue of Engineering Magazine ran the ad about the innovative student on their back cover. We are looking for additional ad partnerships.
Speaking events are great opportunities. The Admissions Office has agreed to run some of these Achieve messages in their recruitment ads. Human Resources is also using it. If you know a faculty member who is really doing great things, let us know. Give us feedback. Give us leads to locate venues for speaking engagements. We can give you the templates and the talking points. Tell the world that we are a community of achievers and be proud of that.
In summary, what do we mean when we are talking about a community of achievers? This is a long version of what we are trying to say but it will help you understand.
The result is unique commerce and fresh ideas and mutual benefit. Not surprising the perfect word to describe NC State the verb, which is we do things, achieve, our pledge and our rallying cry.
This is a community effort. In terms of marketing, it is called an integrated marketing campaign. We are integrating messages from other colleges, the units, the arts, and the libraries with everyone coming together to try to project that we are a community of achievers. Each of those units can reflect that in what they say their messages are."
Chair- Elect Daley wanted to know if any advertisement will be done for people who like to watch the news.
Griffith responded that they tried to accomplish that shotgun approach with the first run of newspaper ads. Demographics on those newspaper ads revealed that 70% of people with post graduate education read a daily newspaper. Fifty eight percent of those with executive, managerial or administrative jobs read a daily newspaper. That is why they went with newspapers first. During the second round of ads, they will be segmenting that audience even further. They will be trying to hit business magazines and others, depending on what they can afford.
Senator Griffin stated that some think that NC State has not been doing enough. "Might it not be useful to counteract some of the adverse publicity that we have been getting with some initiatives in this area identifying faculty?"
Griffith responded yes. "That is why we are trying to launch this marketing campaign with two of the key messages being "educating students," and that goes to the quality of teaching that we have here and how the faculty produce research results that really matter to the state. In that way we are indeed trying to do that. Maybe these first three ads did not go directly to what a particular faculty member has accomplished, but we do plan other ads that will focus more directly on faculty research and faculty teaching."
Senator Ash encouraged Griffith to think about photographs that accompany her texts. She stated, "You think about the photographs themselves as being an incredible part of this. So if Achieve is about a verb, it is about people doing things. Those photographs to me are very static."
Senator Sylla wanted to know if we stress the goal of contributing to the quality of life of North Carolina only because we have so many foreign graduate students here.
Griffith stated that this version of the marketing project is really directed at an audience within the state. "We will then move from that into a wider audience as we develop the project. The reason we started with North Carolina is (1) we can afford it and (2) the majority of the donors who will give to our capital campaign live here in our state. We try to affect donors and alumni who live here and people in the Legislature who know why NC State is doing things that is important to the state."
Chair Carter wants to know what the plan is now.
Griffith stated that they are still in the silent phase of the capital campaign. That will go until fall of 2004 when they will launch the active phase. The public phase in the campaign will actively go out and ask for contributions. What they are currently doing in the silent phase is building an awareness for what NC State is and why people should want to support it.
Griffith noted that there are two campaigns going on that are aligned. "You have the marketing campaign which lays the basis for the pride, and you have the capital campaign which it builds on."
6. Memorial Statement for Professor Marvin L. Speck
Secretary Banks read a memorial statement to honor Dr. Marvin L. Speck, Professor of Food Science.
The Senators took a moment of silence to observe the memory of Professor Marvin Speck.
7. Committee Reports
Senator Sarah Ash, Chair of the Academic Policy Committee, reported that the committee has been discussing the admissions issue and has created a list of questions to ask Dr. Thomas Conway when he attends the Executive Committee Meeting on March 3rd.
The Committee hopes to address an issue that the Associate Deans are working on, involving trying to standardize late drop procedures across the university so that they do not vary by college.
Chair Carter stated that there will be a presentation at the General Faculty Meeting on March 25th by Donn Ward, Faculty Athletics Representative. The Athletics Director has indicated his willingness to participate and explain new NCAA rules that he hopes will assuage fears that what happened at NC State in the 1980's cannot possibly happen again because of new rules that are in place.
Senator Havner commented that several faculty who attended the public session of the Trustees meeting last Friday saw a memorandum dated January 16th, where the chancellor is appointing this athletics self study committee. "Several of us were very concerned that basically it is without faculty, other than Donn Ward. There are approximately twenty names on that list and they are either Athletic Directors, Associate Athletic Directors, Coaches, Assistant Coaches or people who served at will in Holladay Hall with the exception of Donn Ward. It seems to me that if the Chancellor is not willing to put a substantial number of faculty on such a study group, perhaps the Senate should undertake its own."
Chair Carter thinks that is a good point. "The Chancellor in her meeting with the Chair-Elect, Secretary of the Faculty and me kept making a point that this was an academic issue and not an athletic issue, which is why she thought it was appropriate that Donn Ward lead the presentation at the General Faculty meeting. I am not familiar with the constitution of that committee just mentioned, but it would seem to me that it would be a reasonable request that there be more faculty representation on it."
Senator Weiner stated that the committee is referred to as a Steering Committee and the real work is done by six subcommittees which are composed of faculty members, graduate students, and athletic administrators. Governance and Commitment to Rules Compliance; Academic Integrity, Fiscal Integrity, Gender Equity, Minority Student Athlete Welfare, and Student Sportsmanship.
The title of the authoritative committee is the NCAA Certification Self Study.
Associate Vice Provost Judy Peel stated that she serves on the Governance and Rule Compliance Subcommittee. They have met once, and at that meeting there were two faculty members and one student. The remaining were athletic administrators.
Senator Honeycutt wants to know what the role of the Board of Trustees is with the Executive Officers of this institution.
Chair Carter stated that faculty has equal representation on the faculty and trustees honorary degrees committee. The Academic Affairs Committee’s membership is pretty much the Board of Trustees.
Senator McRae suggested that the complete agenda of the Board of Trustees meetings be available on the web so that if anyone wanted to comment in the public part of the meeting they would at least know what the issues were.
Personnel Policy Committee
Senator Scott McRae, Chair of the Personnel Policy Committee, reported that the committee was unable to meet because of the ice storm.
Resources and Environment Committee
Senator Richard Bernhard reported that the Resources and Environment Committee met with the sustainability group and there were several presentation and question and answer periods about various aspects of the development of sustainability here. There is a further meeting of that same group on March 18th from 11:30 - 1:00 p.m.
Steve Keto, Associate Vice Chancellor for Resource Management and Information Systems is scheduled to meet with the committee on March 18th at 3:00 p.m.
Chair Carter stated that the Chancellor voiced a concern over the ability to maintain indirect cost reimbursements from going back to the Legislature. "In this regard there was a comment made by Vice President Gretchen Bataille at the Faculty Assembly session. She quoted a ratio of 31 jobs for every million dollars in grants that we receive at the university system. These are the messages that we need to get out to people when the opportunity arises, to make our case for maintaining what would really be considered "seed corn" for not only Centennial Campus but also initiatives of the university that hopefully the electorate would see as benefitting the state. That is the message that we have to continue to send as the State Legislature tries to plug this deficit that Steve Keto will tell us more about.
At the Emerging Issues Forum, Governor Easley said receipts were above what they anticipated and that, in his mind was good news. I think everyone feels that this year is going to be worst than last year, and it is going to be hard for us to come through as well as we did last year financially.
The other item that was mentioned at the Faculty Assembly was a discussion of whether we should be pushing for membership on the Board of Trustees of the various campuses. The Student Body President does have a voting position on the Board. The boards of the universities in the system seem to be composed primarily of political appointees. For the most part if you look down the membership list, it is like the Alumni Association and it might be an appropriate thing to petition for at least one faculty seat, just like the Student Body President. So much of the work is done outside of the public eye. Sometimes misconceptions can develop in those closed sessions that we do not find out about until long after."
Senator Honeycutt commented that it would take a major breakthrough to get faculty representation with voting rights on the Board of Trustees.
Professor John Riddle stated that this issue came up in the early 1970s. At that time it was written in the law. It may be that it has changed. The reason it was written in the law is the reason we should press for it now. That is to say, they regard faculty as employees of a corporation. The mentality there I think could be at least countered by the presence of a faculty member to understand that this is a guild and not a corporation. It may be the best way to press for it , is by going to our Senate Delegation and discussing that. I suspect it is going to take a Legislative act. It is the kind of Legislative act that we should push for. Otherwise we are inviting trouble as the Board of Trustees keeps maintaining this corporate mentality.
Senator Bernhard stated that a non voting member might be easier to sell. "Then at least we would know what is going on; currently we do not."
8. Undergraduate Retention and Graduation Rates
Secretary Banks stated that he has been a part of a task force that was charged in September of last year by the Provost to look at undergraduate retention and graduation rates. Gail O’Brien from CHASS chairs that group. "We have four charges: (1) To figure out the factors that are contributing to retention of our students and their attrition (2) To look at the impact of the progress toward degree completion initiative as it pertains to retention and review plans to track its effectiveness and it’s affects on retention and times of degree. (3) To recommend some specific strategies for improving retention at NC State and (4) To develop plans to assess the effectiveness of those strategies for improving retention.
This group has been meeting every other week for two hours and doing a lot of reading and exploring. Joe Hoey put together a report in 1997 on identifying retention factors on this campus. We have been listening to people like Julie Mallette about financial aid and George Dixon about enrollment. We have read all kinds of national reports. We have been looking at data from NC State. We have looked at how students transfer from one college to another, looking at colleges that are major suppliers, and others that are major places where students will go. We have looked at the persistence of students, and when they leave NC State. When exactly do they leave? We have looked at graduating classes of 2002. We have looked to see, when our students leave, if they go to another post secondary institution. Do they complete the degree at that point?
We have been looking at the academic regulations. There are about three dozen policy regulations on the Provost’s Page. We want to see if we can distinguish what possible structural impediments there may be for students getting a degree. We have identified approximately one third of those that seem to have some affect on students being able to complete the degree within a reasonable period of time. This task force has a web site. The website is off the Provost’s page under Government Task_forces/RGR. We have established a mailbox for this group, and we invite your input if you have something you think affects your students.
This group has been working since September, and they are hopefully going to make a report to the Provost at the end of the semester.
Senator Fahmy wanted to know if there have been any studies to show any correlation between class size and retention.
Secretary Banks responded that they have looked at all sorts of things. Factors include class size, student major. We have also looked at whether this is their first major or second major. I can tell you that there are data that had to do with that. This is not a single variable equation. We are working at trying to parse out the factors.
Senator Warren wanted to know if they were looking at graduates or undergraduates.
Secretary Banks stated that the task force was charged with looking at the undergraduate attrition and retention.
Senator Warren commented that soon we are going to see a lot of students getting visas in a timely manner which is currently a big problem.
9. Resolution of Commendation and Appreciation
Professor John Riddle read the resolution for its first reading.
A motion was made to suspend the rules to vote on the resolution.
The motion was seconded and passed unanimously.
Senator Sylla offered a friendly amendment (Change the word desideratus to desideratum)
The amendment was accepted.
The resolution was voted on and passed.
10. Meeting Cancellation
A motion was made and seconded to cancel the Faculty Senate meeting scheduled during the week of Spring Break.
The motion was voted on and passed.
11. Issues of Concern
Senator McRae stated that he is concerned with the cancellation and adverse weather policy as it was administered during the last ice storm. He thinks it is time for a change in the way that the policy is implemented, because under the current situation the safety of the faculty is not being considered. He noted that ice is dangerous and the fact that one can get here does not get you in and out of the car. He thinks, given the need for the faculty and students’ safety, the policy should be implemented such that the Provost’s Office makes the decision on class cancellation and George Worsley’s office deals with the staff and keeping the plant running.
Senator Carter stated that he will send a note to the Chancellor asking for reassessment of this policy.
Chair Carter adjourned the meeting at 5:00 p.m.