The following processes, training and resources were developed in coordination and collaboration with university leadership and communicators to ensure successful implementation of the new Oregon State University brand platform.
The marketing framework includes prioritized brand strategies that measurably advance the university’s brand in aligned and integrated ways and support the strategic outcomes and sub-branding of the respective college or unit. The framework covers a twelve-month period. It is created in consultation with URM and shared the unit communicator with respective college deans, divisional leaders, University Relations and Marketing and brand managers, and helps communicators align their efforts and share best practices. University Relations and Marketing collects the frameworks and incorporates them into the university-wide integrated marketing communications plan.
In order to measure the effectiveness of the brand and to ensure that communications and marketing materials generated across campus are in alignment, University Relations and Marketing and/or its delegates, will conduct annual reviews of unit marketing and communications materials. The Vice President of University Relations and Marketing will report the findings to the Provost and Executive Marketing Committee and will conduct unit-specific sessions to discuss findings. This is a constructive review meant to recognize exemplary work in addition to discussing areas for improvement.