2. BUDGET OUTLINE FY17
MARKETING COMMUNICATIONS!
A STRATEGIC, INTEGRATED MARKETING PLAN will support and
amplify the university’s broad communications objectives
through a thoughtful mix of paid media, mission-informed
partnerships, creative marketing tactics, and ongoing
research and evaluation.
A BUDGET OF $520,000 FOR FY17 will enable the university
to build on the momentum of the recent brand initiative,
refine messaging to key audiences, and effectively
transition the UO’s marketing and branding program from
an outsourced to a largely in-house model.
3. BUDGET OUTLINE FY2017
OVERVIEW!
A balance of paid media, strategic partnerships, and
creative tactics designed to integrate fully with the UO’s
broader marketing, public relations, and media plan.
4. BUDGET OUTLINE FY17
OVERVIEW!
Television commercial $225,000
Media buys 151,500
Strategic partnerships 78,500
Creative tactics 20,000
Research and evaluation 20,000
Consultation and administrative 25,000
$520,000
5. DESIGNATED MARKETING AREAS
60% Oregon | 40% national!
STATEWIDE FOCUS on student recruitment, particularly high-
achieving and underrepresented students, and showcasing
faculty research. Emphasis on Portland metro area.
NATIONAL FOCUS on faculty excellence and academic
stature, targeting:
• academic peer audiences and influencers
• Faculty in designated disciplines of interest
• student, parent, donor, and academic audiences in key
out-of-state recruitment areas
7. BUDGET OUTLINE FY17
TELEVISION COMMERCIAL!
“EXPLORE IF” served as the creative centerpiece to launch
both the university’s branding initiative and $2 billion
fundraising campaign. As we refine the visual brand and
sharpen our message of pursuing preeminence among the
nation’s research universities, this central marketing piece
requires a sequel that builds on the momentum of “Explore
If” while defining the University of Oregon’s message of
curiosity and discovery; of student success, faculty
excellence, and an academic and lifestyle experience
unlike that found anywhere else.
$225,000
8. BUDGET OUTLINE FY17
TELEVISION COMMERCIAL!
THE NEW COMMERCIAL should signal an evolution of the first,
rather than a departure from it.
AN OREGON-BASED CREATIVE AGENCY will help us produce a
commercial that equals or exceeds “Explore If” in quality
and impact. The spot will extend the UO’s brand and serve
as a foundation upon which the in-house creative team can
build. This will be a key piece in the transition from
outsourced to in-house creative communications.
$225,000
9. MEDIA BUYS!
BUDGET OUTLINE FY2017
Mix of print, digital, and broadcast media. Buys are
coordinated to support key student and faculty recruitment
cycles and objectives. DMA 60% Oregon, 40% national.
10. BUDGET OUTLINE FY17
MEDIA BUYS!
Chronicle of Higher Education (national) P D; 4x packages 55,000
Inside Higher Education (national) D; spot ads + e-news 45,000
Portland Business Journal (PDX metro) P; 8x 3/8 page 10,000
Pamplin Community Newspapers (PDX) P; 12x ½ page 10,000
Oregonian Media Group (statewide and
national)
P D; education guides,
related news
9,000
Open for Business (Eugene Chamber) P; 6x 1/3 page 2,500
Regional support of Enrollment
Management target markets
TBD with Enrollment
Management
20,000
$151,500
12. BUDGET OUTLINE FY17
STRATEGIC PARTNERSHIPS
OPB TV :10 spots bookending Nature and Nova (OR
programs have highest ratings among all PBS
stations nationally); plus 4 TEDtv programs
related to science and creativity.
9,500
OPB Radio Live :10 reads during Radio Lab (Sat. 6–7 pm),
TED Talks (Sun. 3–4 pm), Science Friday (Fri.
11–noon)
9,000
OMSI Science
Nights
Live events in Portland metro, Eugene, Bend.
30 events, minimum of 16 UO speakers.
Average 150–300 attendees. Topics highlight
UO excellence and research.
20,000
OPB content
partnerships
Develop content for delivery via OPB channels;
e.g., social media, speaker series, research-
focused stories, faculty-expert podcast series
25,000
Oregonian
Media Group
Develop science-related activity for statewide
activation, delivery via OMG channels
15,000
$78,500
13. CREATIVE TACTICS!
BUDGET OUTLINE FY2017
Integrated in-house communications teams are particularly
nimble when it comes to leveraging content and
coordinating opportunities. Creative marketing tactics
amplify the university’s communications with relatively low
associated costs.
14. BUDGET OUTLINE FY17
CREATIVE TACTICS
Faculty
Podcasts
Like audio TED talks, these 5-minute mini-
lectures expand the audience for the
compelling work of our faculty in an informative
and entertaining way. Partner with OPB or
OMSI for distribution.
5,000
Conferences Develop unexpected ways to add institutional
presence to key academic conferences (i.e.,
signature meetings for disciplines targeting
new faculty hires).
5,000
The Duck Continue partnership with Athletics to extend
the Duck’s brand beyond associations with
sports. To students, it stands for “community.”
3,500
Sponsorships Fully utilize existing sponsorship opportunities,
beyond program ads and table seats.
1,500
Brand
Ambassadors
Opportunities for faculty, staff, and students to
participate in marketing and brand
stewardship.
5,000
$20,000
15. MEASUREMENT AND
MISCELLANEOUS!
BUDGET OUTLINE FY2017
Ongoing research and evaluation is central to effective and
responsible use of marketing resources. The ability to draw
on outside expertise when needed will enable us to most
fully utilize our in-house team.
16. BUDGET OUTLINE FY17
MEASUREMENT AND MISC.
Research,
Analytics, and
Evaluation
Monitoring and interpretation of web analytics
Lockwood statewide perception survey
Additional surveys and measurement tools
20,000
Media Advisor/
Broker
Leverage volume discounts associated with
media-buying influence.
Supplement in-house team with focused
expertise and analysis.
20,000
Miscellaneous Administrative costs, travel 5,000
$45,000
