Marketing and Brandingas
“One Ohio State”Presented byDavid Hoover
September 16, 2011
Retreat on the Rock
“…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
The Guiding Vision
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
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
Brand Architecture
• Brand equity/essence
• Brand descriptors
• Points of differentiation
Brand Essence
Expect to reveal the extraordinary in your potential.
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.
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.
Brand Expression
Scarlet & Gray
Block O
Brutus
O-H-I-O!
Carmen Ohio
Hang On Sloopy
Merging the Brand and Market Research
Organizational Integration Around Advancement Objectives
• Advancement events
• Advancement communications
• College/unit communicators
Develop and Implement Communications Policies
• Web
• Social media