The most recognizable logo was easily the Block O with “Ohio State” arcing across it. It was mainly associated with athletics, and was perceived as not being a serious, academic logo.The red box with “The Ohio State University” inside was largely associated with academics, alumni materials, and official Ohio State documents. It was the second most recognized logo behind the Block O with text, and preferred by many for materials sent to them from the university.Our respondents had few strong feelings toward other logos, using personal preferences and individual tastes to determine which of the other logos they preferred or disliked.
Research findings from our research show a number of trends with current OSU communications with Young Alums. Firstly, the communications are perceived as impersonal. These alums don’t want to be seen as numbers, or lumped into a mail merge that’s sent to 400 thousand other alumni; they want to be seen as the individuals they are. When Ohio State does take an interest in the current activities of its alumni, they sometimes perceive these communications to be for self-serving purposes, so OSU can brag about what great things its alumni are now doing.Next, OSU communications seem to be sporadic and uncoordinated. Some alumni are being contacted multiple times a month, while others have no recollection of any OSU communications for years.Ohio State communications are also perceived as being opportunistic much of the time. Materials requesting donations or enrollment in the alumni association are often seen in a negative light, and seen as OSU’s only reason for staying in touch with its Young Alums.Email communications are preferred by some more than others. Young Alums generally prefer these communications to be brief, relatively more frequent sources of information than direct mail or phone calls. Several alums said that they do not wish to read long articles online, but do enjoy being sent abbreviated versions of current Ohio State news.Direct mailing is often disregarded and thrown away when in a short format. When in magazine or newsletter format, alums are more likely to keep the materials on their coffee tables and casually read articles within. They also tend to have a higher interest in materials originating from their specific college as opposed to more general OSU magazines or newsletters.Phone calls are disliked, even detested by most respondents. Phone calls often come at inappropriate or difficult times (at dinner, just coming home from work), and make alums uncomfortable with direct requests for donations.
Many Young Alums lack current involvement with the university except for watching and attending athletic programs and events. Very few Young Alums interviewed were current members of the Alumni Association, with the remaining interviewees stated that the price and returned value on membership were deterrents. However, several Young Alums expressed a willingness to donate their time and/or experience on campus in their respected job fields as they believe this would be of similar or greater benefit to current students as monetary donations. A recurring theme that arose was alumni viewing donation as a way to give current students a better OSU experience, or the same great OSU experience that they had. Several alums also expressed a concern as to where the money goes when they donate. The majority said they would donate if they could choose a segment of the university to give to, such as former living communities or specific colleges. The majority of our interviewees still view OSU favorably, and did not hesitate to say they would want their children to go to OSU.
We are co-creating THE Ohio-State Experience. Our research has expressed a desire in Young Alumni to have an active involvement, one of creation (as opposed to financial donation). Young Alumni will be actively involved in the creation process of The Ohio State University ; Together Ohio State and Alumni can “Co-Create THE Experience”
Each of our communication objectives corresponds with one of three elements in the pyramid of communication effects: cognitive, affective, conative. Each objective is dependent on its prior objective, and each should be continually tracked on its own to better understand how well we are reaching the Young Alumni segment. Involvement is a continuous process and each objective met will help achieve latter objectives.
Each of our IMC elements are designed to get young alums reinvested in the Ohio State Brand. As we discussed earlier, many young alums are not in the position to invest directly, but it is our job as marketers to keep them participating in the university’s activities so that when they are able they will be more than willing to give back to the university.
Our IMC campaign is designed to first make Young alums aware of our new direct involvement activities, and then invites them to become an active participant in the buckeye experience.One thing I want to make sure to point out, is our Popsicle stick concept. We want to add short informational quips to various OSU printed materials that spur added traffic towards our mentorship and Day in the Life programs.
Our Direct mailing, which we have highlighted here would be sent in tandem with an email blast, that would make young alums aware of our new offerings. Highlighted by a note from President Gee, it asks students to give their time and experience in several different outlets.
Today I will be discussing with you two of the important tactics that are supporting our campaign. The first is Bye Week Bonanza. This is going to be the very first main event that kicks off our campaign. This will be the initial interaction between the students and young alums that starts to form the connection we hope to build between them.We have chosen this date because it is the Bye week for the OSU football team during their fall season of 2011. We believe that we needed a Saturday, and this is the only plausible date to do it on, to attract the most people, students and alums.Our projections numbers are our best estimates, we came up with these numbers from some of our groups active involvement in extra curricular activities such as OUAB.As you can see from the events on the slide, we are trying condone a fun filled, togetherness atmosphere between the two groups. They can experience this through the different games such as the cornhole tournament: alum vs. students. And may other events as well.Some of the promotions for our other events include.
Another very important tactic we came up with for our campaign is the day in the life program. This is a really neat way for students and alums to interact via the web. This involves young alums from around the world uploading videos, PPTs, text, or audio, to our alwaysabuckeye.osu.edu website to share with students from Ohio State. These videos, etc, will basically show what it is like for a “day in their life” and in their career. What students can do is once they become a member of the site, they can view all of these uploads that will be categorized by major, interest, profession, etc. Furthermore, we will monitor which ones get the best or most views and try and bring one of those people in per month or per quarter to speak about their day in the life.The way we plan on promoting this is to get a famous OSU young alum, possibly Les Wexner or someone along those lines to upload the very first video of their day in the life. We feel like this will grab the attention of students and if they like it, we can possibly do a famous person once a month or per quarter. The whole idea here is to start building upon the initial connection and involvement between students and young alums.
Highlight outstanding OSU figures who have done great things armed with their OSU education and share a bit about what they are involved in.
This program allows Young Alumni to become directly involved with students and donate their time. In doing so, we allow alums to maintain a continuing involvement with the buckeye experience and brand.
A walkthrough of the student’s customer journey in the mentor a buckeye program.
A walkthrough of the Young Alum’s customer journey in the Mentor a Buckeye program.
Bulk rates and potential sponsors Perhaps sell ad space? Mitigate cost18400 comes from http://www.zx-china.org/folded-brochure-printing/, quoted as around 4600/100k
1. M&L 755: Promotional Strategy<br />Winter Quarter 2011<br />Co-Create THE Experience<br /> -Young Alumni Promotional Plan<br />Team Scarlet: Tim Betz, Hannah Binder, Patrick Bond, Drew Goettemoeller,<br />Nicholas Kaldis, John Lepto, Xiaoyu Pan<br />1<br />Once A Student, Always A Buckeye.<br />
2. *The content of these documents is property of<br /> The Ohio State University and cannot be copied or referenced without the permission of OSU .<br />2<br />Once A Student, Always A Buckeye.<br />
4. Advertising Task<br /> Reinforce and amplify a longstanding and positive relationship between Young Alumni (5-12 years post-graduation) and Ohio State, laying the groundwork for their future donations and connections to the university.<br />4<br />Once A Student. Always A Buckeye.<br />
5. Marketing Strategy: Positioning Statement <br />For Young Alums, OSU promotes a feeling of fulfillment from giving back, because compared to other organizations and opportunities which Young Alums could be actively involved with, OSU provides outlets to share a commitment and connection with the future generations of their alma mater. <br />5<br />Once A Student. Always A Buckeye.<br />
6. Research Findings<br />Stage 1: 13 respondents<br />Stage 2: 5 respondents<br />All graduates of The Ohio State University, years ranging from 1999 to 2006<br />15 depth interviews and one focus group conducted through data collection process<br />6<br />Once A Student. Always A Buckeye.<br />
7. Research Findings – Visual Identity<br />Second most recognized logo<br />Associated with academics, alumni materials<br />Most recognizable logo<br />Associated with athletics<br />7<br />Once A Student. Always A Buckeye.<br />
8. Research Findings – Current OSU Communication<br />Impersonal<br />Sporadic<br />Opportunistic<br />E-mail<br />Direct mail<br />Phone calls<br />8<br />Once A Student. Always A Buckeye.<br />
9. Research Findings – Involvement and Donation<br />Uninvolved currently<br />Except athletics<br />Lacking financial means<br />Wish to donate in future<br />Willingness to donate time and/or experience<br />View donation as a way to give current students a better OSU experience<br />Concerned where donations go<br />Still view OSU favorably<br />9<br />Once A Student. Always A Buckeye.<br />
10. Research Findings: Target Consumer<br />Kyle Palmarino<br />29 years old<br />Middle class<br />Developing his career as accountant<br />Still paying off student loans<br />10<br />Once A Student. Always A Buckeye.<br />
11. Creative Strategy: USP<br />Big Idea<br />“Co-CreateTHE Experience”<br />11<br />Once A Student. Always A Buckeye.<br />
12. Communication Objectives <br />Within one year of the campaign, increase cognitive awareness about new initiatives to 75% of Young Alums through direct mail components and informational e-mails.<br />Within one year of the beginning campaign, increase the percentage of Young Alums who perceive Ohio State as a continued involvement opportunity by 10%, measured by new memberships to alumni publications and unique visitors to the alumni website<br />Increase total monetary donations from Young Alums by 5% over the course of one year.<br />12<br />Once A Student. Always A Buckeye.<br />
13. IMC Elements<br />Direct Mailer/Brochure<br />E-mails<br />“Always a Buckeye” Website<br />Day-in-the-Life<br />Involvement Activities<br />Bye Week Bonanza <br />Mentor a Buckeye<br />13<br />Once A Student. Always A Buckeye.<br />
14. Campaign Flow<br />AlwaysABuckeye.osu.edu<br />Objective: Young Alums Primed for future donation<br /> Awareness Involvement Results<br />14<br />Once A Student. Always A Buckeye.<br />
15. Tactic: Direct Mail Component<br />15<br />Once A Student. Always A Buckeye.<br />
16. Tactic: Direct Mail Component<br />16<br />Once A Student. Always A Buckeye.<br />
17. Tactic: Bye Week Bonanza<br />Date: October 22nd, 11:00am-6:00pm<br />Location: The Oval<br />Capacity:<br />Alumni: 1,500<br />Students: 8,000<br />Events<br />Gordon Gee’s Address<br />Band, Meet the Players<br />Game Booths, Bag-Toss / Cornhole Game Event, Raffle, Food Contest<br />Promotions for other events: Booths + Brochures + Popsicle Stick Facts<br />Appeal/Incentive<br />Interaction/Connection between the young alums and students<br />Nostalgic reconnection<br />Follow-up<br />E-mails to remind the young alumni of the experience on Bye Week Bonanza+ other promotions (best photos of the day, and other event-based reminders)<br />17<br />Once A Student. Always A Buckeye.<br />
18. Tactic: Day-in-the-Life <br />Young Alumni can upload video/text/audio/PPT content describing a “Day in the Life” of their profession for student use<br />Invite the most actively involved Young Alumni to speak/meet in person<br />Database<br />Organized by major/profession/region<br />Utilize Famous OSU Figures to promote the program<br />18<br />Once A Student. Always A Buckeye.<br />
19. Tactic: Day-in-the-Life <br />19<br />Once A Student. Always A Buckeye.<br />
20. Tactic: Mentor a Buckeye<br />Young Alums register by field and profession<br />Mentoring a group of students to aid them in the growth of their career<br />Starts junior year or when accepted into major<br />Provided on AlwaysABuckeye.osu.edu<br />Creates a consistent involvement relationship<br />Suggested methods of interaction: E-mail, Skype, telephone, lunch meetings<br />20<br />Once A Student. Always A Buckeye.<br />
21. Tactic: Mentor a Buckeye (Student Walkthrough)<br />21<br />Once A Student. Always A Buckeye.<br />
22. Tactic: Mentor a Buckeye (Alumni Walkthrough)<br />22<br />Once A Student. Always A Buckeye.<br />
23. Campaign Flow<br />AlwaysABuckeye.osu.edu<br />August 20th<br />Objective: Young Alums Primed for future donation<br /> Awareness Involvement Results<br />23<br />Once A Student. Always A Buckeye.<br />
24. Proposed Budget for Tactics<br />Bye Week Bonanza<br />~$20-30,000 (Pending sponsorship with Coca-Cola or other major brands)<br />Stage Cost<br />Hired Workers for managing festival<br />Potential food and beverage cost<br />Day-in-the-Life and Mentor a Buckeye <br />Utilizing students and staff currently employed, cost of website and maintenance can be mitigated by use of current OSU servers and maintenance staff<br />Direct Mailer (Brochure) <br />1 Year of Quarterly Mailer, 100,000 Young Alumni<br />~$18,400 projected annual cost of brochures <br />Estimated Total Cost: ~$40,000-50,000<br />24<br />Once A Student. Always A Buckeye.<br />
25. Summary<br />Marketing Strategy: Positioning Statement<br />Young Alum Research Findings: Consumer Insight<br />Creative Strategy: USP<br />Co-Create THE Experience<br />IMC Elements<br />Tactics<br />25<br />Once A Student. Always A Buckeye.<br />
26. IMC Report: Notes and Appendices<br />Mandatories:<br />Tagline: Once A Student. Always A Buckeye.<br />Official University Red Box Logo<br />Scarlet and Gray theme<br />26<br />Once A Student. Always A Buckeye.<br />
27. t<br />M&L 755: Promotional Strategy<br />Winter Quarter 2011<br />Co-Create THE Experience<br /> -Young Alumni Promotional Plan<br />Team Scarlet: Tim Betz, Hannah Binder, Patrick Bond, Drew Goettemoeller,<br />Nicholas Kaldis, John Lepto, Xiaoyu Pan<br />27<br />Once A Student, Always A Buckeye.<br />
28. *The content of these documents is property of<br /> The Ohio State University and cannot be copied or referenced without the permission of OSU .<br />28<br />Once A Student, Always A Buckeye.<br />