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

• E-mail

• Social media