University of Guam
Jonas Macapinlac
Chief Marketing & Communications Officer
University of Guam
Mangilao
Guam
Technical or Statistical Report
University of Guam Economic Impact Report
University of Guam
Maria Claret Ruane
Jonas Macapinlac, Chief Marketing & Communications Officer
Jackie Hanson, Communications Specialist
Bernie Capindo, Marketing Communications Coordinator
Over the last three years, the University of Guam (UOG) has experienced a steady decrease in local government appropriations. To showcase the true impact of the island's only Land Grant University on Guam's local economy, UOG commissioned one of its resident economists to develop a data-driven study.

The results of the study showed that UOG boosted Guam's local economy by $349 million, created 4,191 full-time jobs, and generated $78.5 million in local taxes in 2019.
The report is targeted largely toward public officials, who determine an allocation of government funds for the public university, but also to local businesses, agencies, and organizations that want to invest in UOG or otherwise partner toward the common value of advancing knowledge in the community.
The report earned media coverage in all but one of Guam’s main media outlets and an economy-focused publication in addition to its sponsored coverage in the two local business publications, reaching a combined total of 912,000 readers, according to Meltwater.

With this number at 5.5 times Guam’s population and with the majority of the news headlines reading, “UOG injected $349M into Guam’s economy,” it’s clear the report reached its intended audience and beyond in a positive light.

The report’s content has also proven relevant and engaging, as determined by a significant average pageview time of 4:11.
While the report itself contained valuable information, it was long and complex and required marketing and communications expertise to make it resonate with the public.

UOG’s communications specialist identified the key statistics that would resonate most with government officials, businesses, and the general public and expanded upon those points in a press release.

The graphic designers created infographics that effectively delivered those key points at a glance.

And the web and marketing specialists then relayed the information in clean, attractive layouts for the report itself, a one-page information sheet, a webpage, and a series of social media graphics.
The University of Guam Marketing & Communications team transformed a complex economic impact report into digestible key points that captured the media’s attention, resonated with the public, and contributed to the university’s reputation as a worthwhile public investment and partner for the benefit of the whole community.