What can higher ed learn from
Barack Obama?
presented by
Paul Redfern, Director of Web Communications & Electronic Media,
Gettysburg College
Liz Rotter, Principal & Creative Director, studio-e
CASE District II, Baltimore
March 2009

“Politics after all, is about marketing —
about projecting and selling an image
(brand), stoking aspirations, moving
people to identify, evangelize, and
to consume.
— Wired Magazine, fall 2008

What can we learn?
Effective marketing through
the seamless integration
of brand, the internet and
new media.
Done with skill, attention to detail, and a singular focus.

What can we learn?
A lesson in viral marketing.
Success driving the message
from one to the many.
Done with skill, attention to detail, and a singular focus.

First African American President
.5 Billion raised in 21 Months
now that is marketing!

.5 Billion in 21 months
By Jose Antonioi Vargas
http://voices.washingtonpost.com/44/2008/11/20/obama_raised_half_a_billion_on.html

How?
Simplicity, Singular Focus, Ease of Action Online
• First time visitors asked to “join”
• Primary Action “Donate Now” always prominent and in red
• Excellent Information Architecture
• Blog to communicate, with quick links
• Social networks used to the max
• Mobile marketing
by Alex Cleanthous July 23rd, 2008
http://www.webprofits.com.au/blog/2008/07/23/
6-lessons-we-can-learn-from-barack-obamas-online-marketing-strategy/

Triple O http://www.washingtonpost.com/wp-dyn/content/article/2008/08/19/
AR2008081903186_2.html?sid=ST2008081903613&s_pos=

The brand: Obama
Different.
Distinctive.
Consistent.
Relevant.
(new)

The Logo
Different. Distinctive. Consistent.
“O”: Obama, the rising sun, a new era, a change
Red stripes: American flag, rolling plains, farmland, moving forward
Colors: Red, white and blue with a slightly different blue
http://www.logodesign.org/component/option,com_myblog/show,
Why-Obamas-logo-helped-him-kick-John-Mccains-butt.html/Itemid,61/

http://www.logodesign.org/component/option,com_myblog/show,
Why-Obamas-logo-helped-him-kick-John-Mccains-butt.html/Itemid,61/

The Font
Different. Distinctive. Consistent.
Font: Gotham
http://www.youtube.com/watch?v=Ow6ajKO0XsM

The Message
Relevant. Distinctive. Consistent.

Easy to use. (grassroots; individual users)
Logos, brochure templates, email templates could (and still can)
be downloaded from the Obama site.
http://www.barackobama.com/downloads/

“Playful flexibility”
http://www.underconsideration.com/speakup/archives/004262.html

Technology
The internet was the heart
of the campaign.
Obama was everywhere: Internet, YouTube, Facebook, Twitter,
iPhone, text messaging, website, email

Social Networking (socnets)
studio-e communications for education

User Generated Media

iPhone Applications
Call Friends: A great volunteering tool that lets you
make a difference any time you want by talking to
people you already know. Your contacts are prioritized
by key battleground states, and you can make calls
and organize results all in one place.
Call Stats: See nationwide Obama ‘08 Call Friends
totals and find out how your call totals compare to
leading callers.
Get Involved: Do more. Find and contact your local
Obama for America HQ.
Receive Updates: Receive the latest news and
announcements via text messages or email.
News: Browse complete coverage of national and
local campaign news.
Local Events: Find local events, share by email and
get maps and directions.
Media: Browse videos and photos from the campaign
Issues: Get clear facts about Barack Obama and Joe
Biden’s plan for essential issues facing Americans.

:
Can higher ed
use these concepts?

studio-e communications for education

:
Rolling out a new president
at Gettysburg College.
· Planning (be strategic, befocused, be everywhere)
· Timing
· Collaboration
· Trust

Social media’s role as a part of your
overall web strategy

Planning: Strategic and Tactical

:
Text Message Campaign
· Fall 2008: Start Planning
· Jan 15, 2009
Advertise Alumni Magazine
· Feb 1, 2009
Advertise Alumni and
Parent E-newsletter

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e-communication

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Tips Taken
Developing, Communicating, and Evolving a brand takes
focus, attention, and daily (hourly) commitment.

Tips Taken
Deliver your message through every medium that
touches your audiences.

Be Consistent
Be Creative
Be Courageous
(have fun!)