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Marketing and Branding as “One Ohio State” Presented by David Hoover September 16, 2011

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Retreat on the Rock. Marketing and Branding as “One Ohio State” Presented by David Hoover September 16, 2011. The Guiding Vision. “…let us forge one Ohio State University .

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Presentation Transcript
slide1
Retreat on the Rock

Marketing and Branding

as

“One Ohio State”

Presented by

David Hoover

September 16, 2011

slide2
The Guiding Vision

“…let us forge one Ohio State University.

Let us begin to think of ourselves as the university, not a collection of colleges hitched to a heating plant, or a detachment of departments connected by corridors.”

— President Gee’s Address to Faculty Council, October 4, 2007

slide3
Gather Data to Inform

Decision-Making

• Benchmarking survey completed

• Alumni segmentation underway

• Research needed in new key markets

in D.C. and New York

• Develop a university-wide strategic plan for market research

slide4
Leverage Our Brand

• Branding Work Group formed in 2010

• Brand architecture under consideration

• Proposed single logo visual identity system

• Developing online toolkit

• Brand Ambassador program

• Integrate with unit-based distinctions

slide5
Brand Architecture

• Brand equity/essence

• Brand descriptors

• Points of differentiation

slide6
Brand Essence

Expect to reveal the

extraordinary in your potential.

slide7
Brand Character/Vivid Descriptors

Customized. Personalized.

Visionary. Powerful.

Dynamic.

Accessible. Affordable.

Diverse. Open.

Great value, ROI.

Pragmatic. Relevant. Real-world.

Problem-solver. Catalyst.

Endless connectivity and possibility.

High expectations of each other. Inspires hope.

Engaged. Participatory.

All-American. United.

Proud.

slide8
Brand Differentiation

Enormous breadth, depth, reach.

One-of-a-kind array of choices.

Nationally ranked university

accessible to all Ohioans.

Midwestern values. Capital city opportunities.

Internationally recognized, engaged.

Buckeye pride.

slide9
Brand Expression

Scarlet & Gray

Block O

Brutus

O-H-I-O!

Carmen Ohio

Hang On Sloopy

slide10
Merging the Brand and
  • Market Research
slide11
Organizational Integration Around Advancement Objectives

• Advancement events

• Advancement communications

• College/unit communicators

slide12
Develop and Implement
  • Communications Policies

• Web

• E-mail

• Social media

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