Wood's Hole Oceanographic Institution (WHOI) is a marine research institution that relies on private donations to fund ambitious ocean exploration and research. A rebranding is proposed to update WHOI's outdated brand image and inspire increased interest and donations. Strategic actions include producing an epic documentary of WHOI's ocean footage, securing underwriting on National Public Radio to attract informed donors, and providing immersive research experiences for donors. These actions aim to demonstrate WHOI's innovation and increase both private funding and government grants.

1. Wood’s Hole Oceanographic
Institute: A Case Study
Ariel Campbell
Brand Development
August 2014
Project 3.3.2

2. Competitors

3. Bermuda Institute of Ocean
Sciences
BEFORE: After:

4. BIOS
• Values: Immersive education, scientific progress, ocean
conservation
• Onliness Statement:
• BIOS is the only Bermuda research institute to use oceanic
monitoring and exploration to improve the health of marine
ecosystems.
• BIOS needed a rebranding effort in order to compete for
resources
• Previous branding lacked specificity and intrigue
• New look uses natural-inspired shapes, and content focuses
on specific contributions to scientific community.

5. Ocean Institute

6. Ocean Institute
• Brand Values: education, ocean conservation, immersion
• Ocean Institute offers a variety of educational programs,
including summer camps, sailing excursions, and day trips.
With a variety of fun activities, the Ocean Institute is a fun and
educational destination for individuals and families of all ages.
• Onliness statement:
• The Ocean Institute is the only California marine institution that
provides immersive educational experiences to K-12 students in
the Gold Coast area.

7. Schmidt Ocean Institute

8. Schmidt Ocean Institute
• Branding strategy creates a unique ‘science first’ dynamic that
fosters academic and research progress.
• Logo is a memorable and colorful mark that I think is effective.
• Extremely unique strategy creates differentiation
• “If nobody’s doing it, you’d be crazy to do it yourself, right?
Wrong. In fact, if you’re looking to become the leader in a new
market space, the rule is just the opposite. If anybody’s doing it,
you’d be crazy to do it yourself.” (Neumeier 35)
• Strategy mirrors Tesla Automotive’s initiatives to release all
patents.

9. Wood’s Hole Oceanographic
Institute: Brand Brief

10. Wood’s Hole Oceanographic Institution

11. WHOI- Selected for Rebranding
• WHOI’S publication colors, similarly to BIOS features green,
and blue
• I would like to create differentiation using cheerful, eye-catching yellow
to echo color of deep sea explorer vehicle
• Logo is outdated and uninspiring, I would like to create a new
logo with updated colors.
• While the product created by WHOI is superior, the branding
does not inspire interest
• Branding is about seizing every opportunity to express why
people should choose one brand over another (Wheeler 6).

12. WHOI
• Brand Values: ambitious exploration and research, ocean
conservation and education, cutting edge technology
• Onliness Statement:
• Wood's Hole Oceanographic Institution Is the only United States
based ocean research station funded by the National Science
Institute that performs deep sea exploration using technologically
advanced submarines.

13. How is WHOI funded?

14. SWOT Analysis
Strengths:
- Ambitious exploration
-Diverse fleet of ocean
vehicles
-State-of-the-art research
technology
-Romanticized image by
Hollywood in the Titanic
Weaknesses:
-Out-dated brand image
-$200 million dollar annual
operating budget
- Relies on individual donors
to close the gap between
grants and operating
expenses
Opportunity
-Increased interest in ocean
sciences and well-being
-Climate change receiving
increased funding from
government
149 million dollar increase
between 2013 and 2014
(www.whitehouse.gov)
Threats:
-Increasing concerns about
climate change has created
more competition for
government funding
-Uncertain economic times
hurt private funding

15. Positioning and Market Planning
Private donations are the key to unlocking
further government investments and
delivering innovative research.
Increasing private
donor contributions
helps fund “high-risk,
high-reward” ventures
(www.whoi.edu)
Taking risks creates
innovation in
technology and
research
Demonstrating
innovation increases
government funding

16. Target
Investors
Educated
Wealthy Pragmatic
Adventurous

17. Strategic Marketing Action
• 1. WHOI gained a lot of recognition after the premier of Titanic the
movie due to its cinematic nature. One of the strengths of WHOI is their
ability to document and video record the depths of the ocean. I think
that if WHOI were to use this footage to create an epic documentary to
be shown in art film houses or on non-fiction documentary television
station, they could generate buzz and attention.
• 2. Underwriting on National Public Radio is a wonderful way to attract
the right kind of donor. NPR listeners tend to be informed and engaged
in the world's most pressing problems, including climate change. This is
a great way to reach individuals who are likely to help fund oceanic
research.
• 3. I think immersive research experiences for donors could enhance
research and funding while inspiring elevated interest in ocean science.
This can be an exciting memorable experience and "A memorable
experience generates positive buzz and is fun to share" (Wheeler 18).

18. NPR Underwriting
Benefits Challenges

19. Sources
• "2013 REBRAND 100 Showcase - BIOS Bermuda Institute of Ocean Sciences - Rebranding by
Lippincott." 2013 REBRAND 100 Showcase - BIOS Bermuda Institute of Ocean Sciences -
Rebranding by Lippincott. N.p., n.d.Web. 12 Aug. 2014. <http://www.rebrand.com/merit-bios-
bermuda-institute-of-ocean-sciences>.
• "Bermuda Institute of Ocean Sciences." BIOS -. N.p., n.d.Web. 12 Aug. 2014.
<http://www.bios.edu/#!/healthier-oceans>.
• "Blog." All Our Patent Are Belong To You. N.p., 12 June 2014. Web. 12 Aug. 2014.
<http://www.teslamotors.com/blog/all-our-patent-are-belong-you>.
• "Federal Climate Change Expenditures Report to Congress." The White House. N.p., n.d.
Web. 20 Aug. 2014.
http://www.whitehouse.gov/sites/default/files/omb/assets/legislative_reports/fcce-report-to-
congress.pdf.
• "Ocean Institute." Ocean Institute. N.p., n.d.Web. 13 Aug. 2014. <http://www.ocean-institute.
org/index2.html>.
• National Public Radio. N.p., n.d.Web. 21 Aug. 2014.
http://www.npr.org/blogs/ombudsman/NPR%20Underwriting%20Credit%20Guidelines.pdf.
• "Vision and Mission." Vision and Mission. N.p., n.d.Web. 12 Aug. 2014.
<http://www.schmidtocean.org/story/show/366>.
• Neumeier, Marty. ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning
Solutions. VitalBook file.
• Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team,
4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.