The following systems ensure cohesive internal and external branding through marketing, communications and media efforts.
A brand delegation system is in place to augment the role of University Relations and Marketing with additional leaders and experts across the university who can serve as supporters for a strong brand.
The brand manager serves as an expert within a college or unit (outside of University Relations and Marketing). This person is a trusted professional and is empowered to guide and support brand management across the university. Brand managers are designated through a selection process that University Relations and Marketing oversees. In coordination with University Relations and Marketing, brand managers serve in a leadership capacity within their unit and work to execute brand governance.
A brand advocate is responsible for generating or executing marketing and communications materials (print, digital and video) for a department or unit. Marketing and/or communications could be their full-time position or a percentage of their existing job duties. Advocates are familiar with the university’s brand guidelines in addition to any sub-branding for their unit.
Brand ambassadors are individuals who represent the university and assist units with increasing brand awareness by utilizing messaging outlined in the university’s brand guidelines. Ambassadors work in alignment with the unit they represent, understand the university’s brand (sub-brands where applicable) and use the appropriate messaging when representing the university. Ambassadors can include alumni, board members and volunteers. Colleges and units can create brand ambassador programs tailored to their specific needs.
Marketing and communications creative campaign materials used within paid media must be reviewed and approved in advance by University Marketing. Materials should be submitted for review through an online form. Eclipse Marketing and Anvil Media are approved vendors and are available to assist units with developing media strategies, getting quotes from media and placing advertisements. University Relations and Marketing highly encourages using these vendors as it allows for better brand alignment, higher visibility and a more cost effective use of university funds. Units can manage event or conference sponsorships without going through a media agency. Faculty and staff should be sure to notify the communicator for their unit of any paid media plans.
Paid Media Creative Review and Approval Process
University Marketing recognizes that the timing of creating and placing media can vary greatly. Each unit should create processes for internal and University Marketing review that best enables appropriate and timely review.
All crisis communications are managed by the Vice President and Associate Vice President of University Relations and Marketing. This work occurs in collaboration with University Relations and Marketing News and Research Communications, colleges, divisions and units.
All Oregon State news releases and media relations are managed by University Relations and Marketing News and Research Communications staff. This work occurs in collaboration with colleagues within colleges, divisions and units.
All public affairs are managed by the Vice President and Associate Vice President of University Relations and Marketing. This work occurs in collaboration with University Relations and Marketing News and Research Communications, colleges, divisions and units.