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

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

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  1. Retreat on the Rock Marketing and Branding as “One Ohio State” Presented by David Hoover September 16, 2011

  2. 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

  3. 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

  4. 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

  5. Brand Architecture • Brand equity/essence • Brand descriptors • Points of differentiation

  6. Brand Essence Expect to reveal the extraordinary in your potential.

  7. 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.

  8. 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.

  9. Brand Expression Scarlet & Gray Block O Brutus O-H-I-O! Carmen Ohio Hang On Sloopy

  10. Merging the Brand and • Market Research

  11. Organizational Integration Around Advancement Objectives • Advancement events • Advancement communications • College/unit communicators

  12. Develop and Implement • Communications Policies • Web • E-mail • Social media

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