University Relations & MarketingHow branded and integrated strategies in marketing, communicationsand public affairs serve Oregon State University

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University Relations and Marketing’s roles

• Overall OSU brand and marketing management• Communications management and guidance:

• Executive communications• Internal communications• External communications

• Public affairs and issues management and guidance• Other institutional services and roles:

• OSU150• Licensing• University Events• Conference Services• Printing and Mailing Services• Transportation Services

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University Relations and Marketing’s Three Pillars

• Aligned and integrated strategic marketing, communications and public affairs

• Inclusive and socially just marketing, communications and public affairs

• Exceed client expectations

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Primary Goal: Strategically Serve SP3.0 and OSU’s Success

The OSU, local, state, national – and global – context:• Rapidly changing and competitive higher education landscape• Constantly and immediately evolving media marketplace• Public attitudes and priorities: both internal and external• Decentralized university• Constrained economy: be frugal, effective and measurable• Everything is right now: be ahead of the curve or lose ground• Trust is hard earned over time, but can be immediately lost

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Branding and Marketing: What They Are (and Aren’t)

BRANDING:• Articulates a unique voice, identity and personality• Is about who we are and why we matter• Is long-lasting, but has the ability to evolve• Is both visual and verbal• Presents a big idea

MARKETING:• Delivers branded promotions and messages• Targets specific audiences• Utilizes measurable short-term and mid-term initiatives• Inspires action

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Oregon State’s Current Brand

“Oregon State University is an authentic community,whose accomplishments and inclusive excellence, innovation

and leadership promote a healthy planet, wellnessand economic progress.”

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OSU’s Current Branded Messaging

• Internationally recognized public research university• World-class faculty and accomplished students• America's natural resources university• Drives innovation through collaboration• Enhances well-being, social progress and community

prosperity• An inclusive community• Transforms students into leaders

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How do we promote OSU’s brand? In everything we do

United Airlines Advertisement and Ed Ray Interview

Promotional Materials Regarding Oregon State

We are not satisfied. A more profound brand is near.

Ologie and URM branding project underway to:• Define a more profound Oregon State brand

• Utilize even more effective differentiated messaging

• Train all OSU partners on improved brand alignment, integration and effective strategies

• Develop and employ brand templates and guidance/review systems

• Utilize sub-brands to enable colleges and others to enjoy their own marketing success within overall OSU brand platform

• Utilize branding in communications and public affairs

• Visually improve how we portray Oregon State

• Increase measurement frequency to inform, guide and achieve results

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Branded Internal and External Communications

Key university messaging principles and values:• Honest

• Transparent

• Accurate

• Clear

• Immediate and responsive

• Proactive

• Empathetic — if appropriate

• Measurable

• Inclusive

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Communications at Oregon State

• Executive, media and crisis communications managed by URM• Aligned, branded communications is increasing with partners• Effectiveness of internal communications grows• Communication investments being utilized• Media relations is a large priority as media landscape changes:

• Social media

• Digital videography to accompany many news releases

• Measuring results

• SWOT analysis procedures are routine

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Public Affairs Efforts within OSU

Issue-based local public affairs:• Campus growth and campus siting issues• Transportation, housing and student behavior concerns• Tuition and the overall cost of higher education

Issue-based Oregon public affairs:• State and rural economic development strategies• Underserved and diverse community needs• Seismic preparedness

Issue-based national or global public affairs:• Freedom of speech• Diversity and inclusivity• Sexual violence and general safety matters• Public health and prosperity• Research issues, such as research regarding wild horses or

climate change

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Tying It All Together:Branded Marketing, Communications and Public Affairs

• University-wide• Within brand• Strategically and powerfully• Measurable results• Capture the investment of time, energy and money:

• Once is not enough• Utilizing branding in multiple and on-going ways• Employ branding in marketing, communications and public affairs• Be the university’s best partner

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Board Member Input and Questions

• How are we doing?• How might we improve?• Priorities that you might suggest?• How would you like the Board to be informed going forward?

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