Notes - September 14, 2009
Deans’ IMC Council
Monday, September 14, 2009
1:30 – 3:00 pm
650 Kerr Administration Bldg
Luanne Lawrence, Sherm Bloomer, Bill Boggess, Tammy Bray, Ilene Kleinsorge, Cyril Clarke
Melody Oldfield, Todd Simmons
- Brand Essence and Brand Intention Review
- Brand Essence has been approved by Executive Marketing Cabinet (EMC)
- The EMC is reconsidering the statement “Better Living for All” for the brand intention. A decision will be made at the September 22 meeting.
- Per President Ray’s request, the EMC forwarded 14 alternative statements for consideration including “Better Living for All”
- Brand Identity Guidelines
- The EMC has approved the Brand Identity Guidelines
- The IMC Network received training in the new guidelines this week and more training will follow over the next several months.
- Available on the IMC Web site at http://oregonstate.edu/ua/brand
- IMC Deans’ Council members are asked to share info with collaborative deans
- Luanne to compose email for deans to send to colleagues regarding use of templates; must reach all members of faculty/staff
- Messaging and Proof Points – Todd Simmons
- When describing OSU, use Proof Points to enhance five bullets listed under Brand Summary
- Proof Points blend historical facts about OSU strengths with contemporary messages
- Visual Identity – Melody Oldfield
- Reviewed Brand Identity Guidelines and OSU color palette, font, templates, icons
- Online photo gallery available for download at the Ning site: http://imcnet.ning.com/
- Area photographers to be trained in OSU style and included on resource list
- Web templates available for use immediately
- Discussion: How will the colleges use the guidelines; Proof Points and overarching messages?
- Should begin using right away, but it will take a while to implement across the board
- Templates to be converted to Publisher and Word as soon as possible
- Wait to send email to colleagues until templates are converted
- Don’t lose sight of agricultural constituents/stakeholders in state – need icons for food animals – cattle, dairy products, poultry, swine, wheat
- Consider fewer icons?
- Powered by Orange Overview – Melody and Todd
- Public launch – September 21
- Portland – press conference with President Ray, Beavers in Building lunch, Max trains wrapped in PBO, billboards, print ad series, PBO window clings in businesses, party at Jimmy Mak’s
- Corvallis – press conference with Charlie Tomlinson and Sherm Bloomer, downtown banners, cupcakes on MU quad, party at Squirrel’s
- Social media – Face book, YouTube, Twitter, LinkedIn; Michael Stoner blog; awards
- Feedback on PBO from Colleges
- Caught on quickly
- Creates sense of pride
- Discussion: How will the colleges make use of PBO?
- Use to engage people in more modern OSU; connect new students to OSU
- Engineering and Business are the only colleges using LinkedIn
- IMC Network to offer Social Media training at November 5th meeting
- Description of why people on campus banners are PBO is on Web site
- Expand message to connect orange dot to the Proof Points; drive them to Web site
- Executive Marketing Cabinet and new Presidential Goals
- Recruitment of a higher percentage of high ability and diverse students from Oregon, the nation and the world;
- the University Campaign; and
- University-Industry Partnerships
- Metrics TBA
- Discussion: Would the deans like to see additional overarching goals added to this list? Note: there is also a component that addresses weathering the budget challenges, Advisory Committee recommendations, etc. without damage to the OSU reputation.
- Deans’ IMC Council to review progress on these goals
- Presidential Goals are more input rather than impact
- Missing opportunity in California – high achievers cannot get into California universities; looking to schools on East Coast, instead of Oregon
- Need recruitment/retention of faculty and staff
- Stabilize grass roots support – reflected in legislative support
- Out of state recruitment budget cut
- UA – need metrics specific to messaging; deans offered to assist with this metric development
- New Committee on Marketing
- Expected budget savings?
- How will the work that Lipman Hearne performed be considered in the charge?