Contributors are actively engaged and highly informed about Oregon State and the power of the university. They share a deeply emotional connection with the brand, built through a personal relationship with the university. They participate daily in brand-building behaviors, which makes them responsible for delivering on the brand promise through a variety of interactions. They are learners, teachers, researchers and the doers who actually set ideas into motion. They are passionate about Oregon State because they are Oregon State.
Align and rally around where the university is headed, by clearly and consistently articulating elements of the brand story. Find ways to facilitate and celebrate brand-building behaviors for those on the front lines who can carry it forward.
We want them to take pride in the idea of leadership, rally around it and feel confident in it. People look to this group as leaders, so we must instill a sense of pride in their role as a contributor to Oregon State. With this in mind, communication will focus heavily on messages of leadership and the university’s irreplaceable role.