University Advancement

Oregon State University has a long and proud history.  The state’s only land-grant and one of only two land-, sea-, space- and sun-grant universities in the country, OSU is also Oregon’s only Carnegie Foundation “very high research activity” institution. The state’s largest public research university, OSU comprises 11 academic colleges, 15 Agricultural Experiment Stations, 35 County Extension Offices, a Branch Campus – OSU Cascades Campus - and serves 21,000 students, 140,000 alumni and countless friends around the state and nation.

With its size and scope, we realize that there is need to talk about the University in consistent ways that help all of our audiences understand our unique strengths and contributions.  In 2009, with the help of Lipman Hearne, a higher education marketing firm, the University began implementation of the Integrated Marketing Communications (IMC) Plan and Strategy.

Information on the IMC and its progress and developments can be found here. Comments, questions and ideas can be sent to Luanne Lawrence or through the Ning IMC networking site.

In 2009-2010, University Advancement introduced the Powered by Orange (PBO) Campaign.  With the delivery of the Strategic Plan and IMC, a new creative concept was a logical progression in the marketing strategy and necessary to reflect the changes happening at the University. Powered by Orange is a creative and spirit campaign that imbeds the core messaging of the University. PBO encourages Beavers from all walks of life to self identify with OSU and enables them to proudly and knowledgeably express their relationship with the University.  PBO lives in many forms, but the most active components can be found in our social media sites listed below:

The IMC is being developed through the Division of University Advancement and is dedicated to honoring the people who work, teach, study and make OSU an amazing university in Oregon, the nation and the world.

Key IMC Activities and Information

The New IMC Structures

The IMC has created new ways for the campus to communicate about marketing activities and initiatives. These new groups include representation from the OSU faculty, staff and students.

Schedule of Events

Through the newly established IMC Network, monthly training sessions and professional development activities will be scheduled on the first Thursday of every month. Visit this site to keep up-to-date on sessions designed to unite the campus in its marketing efforts.

IMC Social Media Networking Site

Through the Department of Web Communications, a new Ning site has been established for individuals with marketing responsibilities all over campus. We will use this site to communicate key IMC activities and knowledge and use this as a forum for questions and concerns about implementation.

Messaging and Proof Points

Oregon State University’s impact on Oregon, the greater nation and the world can be measured in many ways.