Branding OHIO with a clear and consistent identity

Photo courtesy of: University Communications and MarketingGraphic courtesy of: Ohio University Brand StandardsRenea MorrisThe Ohio University signature, above, should be used on most University communication materials. It is composed of two elements: the University logo mark (depicting Wilson, Cutler, and McGuffey halls on the College Green) and the University logo type.

One of the overarching goals of University Communications and Marketing (UCM) is to increase awareness of Ohio University—its mission, core values, strategic priorities, culture, and academic programming across Ohio and the nation.

To that end, UCM has been on a stakeholder “roadshow” the past few weeks, meeting with more than 100 University stakeholders that included undergraduate and graduate students, faculty, deans, the Presidential Leadership Society, the Marketing Advisory Council, alumni, as well as prospective students and families.

Additionally, more than 200 University stakeholders participated in a survey that revealed common ways of perceiving and describing Ohio University.

The following truths about the University were gleaned from the conversations and survey feedback:

12 Truths about Ohio University

1. We have a strong commitment to undergraduate education and offer many nationally high-ranked undergraduate, graduate, and online programs.
2. We balance our commitment to teaching and research as well as to access and excellence.
3. Our community is welcoming and inclusive; forming connections is encouraged.
4. We are an institution that is large enough to provide a depth and breadth of opportunities but small enough for students to feel cared for and supported.
5. Our environment of respect for each person enable individuals to feel safe being themselves.
6. We incubate transformative learning experiences for our students and opportunities for faculty and staff to make a difference.
7. We attract employees who are committed to helping students find their paths to success; helping every individual succeed is valued by everyone.
8. We provide a wide range of first-rate opportunities for students through experiential learning, study abroad, and internships.
9. We are a fun and comfortable place to live, learn, and teach.
10. We offer opportunities for students to develop and grow in unexpected ways; students matter here.
11. Our alums take pride in their alma mater and provide enthusiastic support in meaningful ways to ensure the legacy of our education mission.
12. We are a student-centered lifelong learning partner, providing opportunities and support whenever needed.

This information provides the basis for how we will build an authentic set of core messages for Ohio University that will resonate with all of our stakeholders, with a priority toward prospective students.

In the coming weeks, UCM will be meeting with select University stakeholders representing undergraduate admissions, regional higher education and online learning to develop and finalize a unique marketing approach to support enrollment and set up opportunities to conduct market testing of new campaign concepts with prospective students.

Over the summer, UCM will reconvene the Branding Together group, which comprises about 40 individuals representing many aspects of the University. The group will be charged with finalizing a five-year integrated and comprehensive communications and marketing plan, the framework of which has been shaped by feedback by the Branding Together group and the Marketing Advisory Council as well as primary and secondary research about Ohio University’s perception and best ways to reach Generation Z and other higher education trends.

This afternoon from 1 to 3 p.m., the Ohio University community is invited to provide input on taglines that have developed based on stakeholder feedback. Stop by the Atrium Lounge on the Baker University Center third floor for a few minutes to share your thoughts!

Graphic courtesy of: Ohio University Brand StandardsThe Ohio University signature, above, should be used on most University communication materials. It is composed of two elements: the University logo mark (depicting Wilson, Cutler, and McGuffey halls on the College Green) and the University logo type.