
Repositioning communications around the MnDRIVE brand will allow the University to better build awareness and support for the program. Messaging must meet two criteria to successfully appeal to the general public. Comprehension Significance Barrier Inaccessible descriptions Irrelevant to audience Audience reaction “I don’t know what this means.” “Who cares?” Solution Simple, concise, active writing Shift focus from U to audience Make MnDRIVE easier for the average Minnesotan to understand through simpler terms, shorter words, and more active sentences. The University can gauge how easy text is to read using the Flesch-Kincaid Grade Level test. This test looks at the average Readability Metrics on MnDRIVE Website length of sentences and number of syllables per word to Grade Passive determine what grade level of education a person needs to Website Section Level Sentences understand the writing (e.g., a score of 12 means it takes a About MnDRIVE 16.7 12.5% high school diploma). An eighth grade target is standard for Robotics 24.0 0% speaking to the general public, but the multi-word, syllable- Global Food 13.9 50% dense program and department names at the University will Environment 18.3 0% unavoidably boost grade level scores. Therefore, the University Brain Conditions 16.1 0% should aim slightly higher, at grade level 11. Cancer Clinical Trials 15.4 25% In addition to the meeting the reading grade level target, Average 17.4 14.5% MnDRIVE text should contain as few passively constructed Target ≤ 11.0 < 10% sentences as possible. Aim for less than 10 percent. The public must see how the program affects their everyday lives to feel any interest toward it. Revise messaging to draw the focus away from internal details that bear no value to key audiences, such as MnDRIVE’s internal structure and the program’s benefits to the University. Instead, work the following elements, informed by audience research, into externally facing materials: • Improving our communities’ health, environment, and prosperity • Proudly funded by Minnesotans, for Minnesotans • A research program as unique as Minnesota Learn more at: mndrive.umn.edu © 2020 Regents of the University of Minnesota. The University of Minnesota is an equal opportunity educator and employer. Describe MnDRIVE with a short and simple statement that is relevant to audiences. MnDRIVE, a unique research program funded by Minnesotans, improves our communities’ health, environment, and prosperity. Original “About MnDRIVE” web page text Revised text with new messaging Readability: 16.9 Passive sentences: 9% Readability: 11.0 Passive sentences: 0% MnDRIVE—Minnesota’s Discovery, Research, and MnDRIVE, a unique research program funded by InnoVation Economy—is a partnership between the Minnesotans, improves the health, environment, University of Minnesota and the State of Minnesota and prosperity of our communities. that aligns areas of research strength with the state’s key and emerging industries to address grand The program matches up University of Minnesota challenges. In 2013, the State of Minnesota authorized research with needs across the state. Its projects an $18 million recurring annual investment in four create new medical treatments, clean up lakes and research areas: Robotics, Global Food, Environment, streams, grow the industries our state thrives on, and Brain Conditions. In 2017, the state appropriated and more. another $4 million per year for a fifth research area: MnDRIVE involves five research areas: Robotics, Cancer Clinical Trials. Global Food, Environment, Brain Conditions, and The University of Minnesota Informatics Institute Cancer Clinical Trials. Each area works with industry (UMII), which fosters and accelerates data-intensive and community partners to find new solutions and research, receives partial funding from MnDRIVE and put them to work. provides key support to these projects. Other areas MnDRIVE also funds research that uses large that receive recurring funding from MnDRIVE include amounts of data, new equipment for needed for technology commercialization and research labs, and efforts to turn the results of its projects infrastructure. into products and services that help us in our daily MnDRIVE represents a unique, collaborative research lives. model involving interdisciplinary research projects The state Legislature formed MnDRIVE in 2013. across the University that address grand challenges Since then, over 1,200 researchers from 150 and include industry and community partnerships as a departments across the Twin Cities, Duluth, and key component. Each of the research areas have Morris campuses have been involved. committees and advisory boards to provide guidance on research objectives. The Office of the Vice President for Research runs MnDRIVE and tracks its progress in sparking new The Office of the Vice President for Research (OVPR) ideas and making life better for people in this state. provides accountability measures for the initiative and helps advocate for the program at the state capitol. See highlights from MnDRIVE’s first five years. Success metrics are tracked across all research areas to assess the impact of MnDRIVE research, education, and industry relationships on economic development and quality of life for Minnesotans. Since its inception, MnDRIVE research across the five research areas has involved more than 1,200 researchers in more than 150 departments and dozens of colleges across three campuses (Twin Cities, Duluth, and Morris). See more MnDRIVE at 5 program milestones and highlights. Scientific Research & Minnesota Examining the relationship between Minnesotans’ sense of identity and involvement with the state and their support for university research Kevin Coss Summer 2020 Capstone “Rebranding MnDRIVE: A Research Program for Minnesotans” Professional MA in Strategic Communications Table of Contents Executive Summary 3 Insights 4 Method 5 Results 7 Largest problem facing Minnesota 7 Personal connection to Minnesota 7 Knowledge of state’s economic condition 8 Hearing about state programs and laws 8 Discussing state programs, laws, and budget 8 Lawmakers’ consideration for the average Minnesotan 8 State money to support public universities 9 Words associated with scientific research 9 Words associated with University of Minnesota research 100 Potential of scientific research to improve society 11 Potential of scientific research to improve own life 11 Taxes’ role in supporting scientific research 12 Awareness of MnDRIVE program 12 Demographic information 13 Appendix A: Interview Transcripts 14 Appendix B: Interview Introductory Scripts 48 Appendix C: Interview Guide 49 Executive Summary The MnDRIVE research program constitutes an uncommon partnership between a state’s government and its public research university, setting aside recurring state funding to University of Minnesota research that stands to directly benefit the health, environment, and prosperity of Minnesotans. Despite its designs to benefit residents, the program’s low awareness among them may threaten its long- term survival. To understand how residents think about state programs and university research, the author of this report conducted a series of qualitative, in-depth interviews with Minnesota residents comprising various ages and genders who live across many different regions of the state. These interviews presented participants with a series of questions about how in-touch they feel with the state’s economy and policies, what they think of scientific research, and what role state support should play in supporting scientific discovery. These questions sought to answer the central research question: “What is the relationship between Minnesotans’ sense of involvement and identity with the state and their feelings of support for university research?” Following each interview, the researcher transcribed the responses provided by the participants and then analyzed the responses for prevalent themes and ideas. The researcher found Minnesotans identify strongly with their state and show concern for the health of its residents and its economy. Minnesotans believe scientific research benefits their society and warrants taxpayer support, but they are unfamiliar with the MnDRIVE research program. This report recommends using the insights obtained to reconfigure the MnDRIVE brand and messaging to better connect with residents’ values, expand awareness of the program, and build broad support and advocacy to ensure its continued success. Insights Minnesota residents feel a strong sense of identity with, and connection to, their state and proudly accept the demonym “Minnesotan.” They believe the state is in good condition overall, but their largest standing concerns pertain to physical human health and economic prosperity (possibly influenced by the ongoing COVID-19 pandemic, which has deleteriously affected both). While Minnesotans care about the economy, they vary widely in how well informed they feel about it. When it comes to state policy, Minnesotans tend to learn about changes in state programs and laws through a variety of different news media spanning print and broadcast outlets, with Minnesota Public Radio the most popular source. Whether they discuss these subjects with family, friends, or coworkers varies from person to person, but when the subject pertains to the workplace, more conversations with coworkers follow. Half of Minnesotans believe their state lawmakers put residents’ interests first, while the other half think these lawmakers’ decisions are influenced
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