Presented by: The Gordon Geeks

The Ohio State UniversityCurrent Students

Meet the Geeks!Bryanna Rinaldi- 4th year senior, from Cincinnati, OH

Music & Entertainment Industry SA, Warner Music Group Intern

Christine Hettinger-4th year senior, transfer student from Sinclair; Warsaw, OH native; Marketing & Intern’tl Bus

Abercrombie & Fitch Intern, FisherCares

Kathryn Edwards-3rd year senior from Dallas, TX; Psych MinorBusiness Scholars Leader, Fisher Alumni Mentoring Program Director

Mark Cunliffe-4th year senior, transfer student from Ohio UOSU Ticket Office Intern, Columbus International Film & Video Festival Volunteer

Kylie Pachol- 4th year senior from Warren, OHColumbus Blue Jackets, Kappa Alpha Theta

DeGerald Edwards-4th year senior from Columbus, OHCouncil of Black Student & Administration President

Presentation Overview

Research Findings

Target Segment

Marketing Strategy

Communication Strategy

Execution

Conclusion

Presentation Overview

Advertising Problem – Current students feel disconnected with The Ohio State University

Strategy Overview - Encourage student involvement by engaging students outside the classroom in ways that make our big university feel like a small community

Research Findings

7 focus groups + 18 individual interviews – 61 total76 respondents to online survey

Size: both an Asset & LiabilityLarge classes, students don’t feel special VS. diverse population, abundance of activities

Involvement: opportunities are paralyzingStudents uninformed or unmotivated to find niche

Pride: Students generally like “Midwest” atmosphereAttend OSU because of family & friends, worldwide respect

Research Findings - Brand DeliveryPositives: Sporting Events- Football, Baseball, Men’s Basketball Games

Entire town seems to wear scarlet & gray

Mirror Lake JumpAthletic Facilities- RPAC, ARC, JO, SchottensteinThe OvalOrientation, Convocation, GraduationAcademicsDiversity

Opportunities:ParkingCABS bussing systemClassrooms

No technology, crowded desks, uncomfortable seats

Contact with advisorsHard to make appointments, get information on scheduling

SafetyTransfer orientationStreamlining Student Events Calendar and Student Organizations

Research Findings - Visual Identity

Highly Recognized, Highly Liked“Classy, official, clean, easily recognizable”

Easily Recognized, Highly Liked Almost all respondents realized it was specifically for athletics

Very Low Recognition, Highly Disliked “Block O is too skinny, leaves/buckeyes awkwardly placed. Looks Weak”

Easily Recognized, Highly LikedRespondents feel it is very appropriate

Highly Recognized, Highly LikedStrong connection to OSU, but shouldn’t be an official logo

Target Segments

Dissatisfied StudentsUninvolved, lost in the crowd, wish they had chosen a different school, Transfer Students whose expectations not met

Apathetic BuckeyesGo to mainstream events, need push to get involved, involved late in college, not leaders

Buckeyes from BirthStrong connection, associate OSU with powerful & respected people, ambassadors, content with involvement

Target Segment - Apathetic Buckeyes

Profile: “Taylor Gramby”

2nd year Strategic Communication major; 20 years old

Works part-time at local Target, member of Block “O”

Follows President Gordon Gee on Twitter, occasionally checks OUAB Calendar for events on smartphone

Favorite Moment: Studied abroad & someone yelled “OH” to him in Athens, Greece airport

Research Findings - Consumer Insight

“I want to be someone more than just a dot number.”

- 4th year Transfer Student

Positioning Statement

For Apathetic Buckeyes, The Ohio State University offers a wide variety of ways to connect to the university that create a community within campus because compared to other Midwest universities, we use the size and diversity of the student body to maximize opportunities for students to engage in activities customized to their personal interests.

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Visual Advertisements - Research

Ad Placement Survey -76 respondents 76% of students ride CABS bussing system less than monthly. Football (92%) & Basketball (62%) games most popular programs watched on TV by current OSU students 61% of students read The Lantern, 49% Uweekly

Followed by 25% with the Dispatch, 12% reading 614

Students rarely frequent osu.edu sites. OUAB the most with 20% visiting

Visual Advertisements - Research

“Like” OSU-related things on Facebook VERY popular98% of students like an OSU related page such as their college, Gordon Gee, or Ohio State Football

98% visit Facebook daily; Most “too many times to count” 60% of students don’t use twitter

Most users have it synced with FacebookFollow Gordon Gee, Ohio State, specific colleges

Apps VERY popular. Only 12% said they would NOT use an Ohio State application

Execution - Orientation

Distributed to every incoming Freshman

Execution - Convocation

Color-Coded Map with all organizations listed

Sticky Notes

Greek LifeReligiousAcademicStage, FoodSocialPhilanthropicMajor-Specific

A1-Alpha PhiA2-Kappa Phi Lambda A3-Kappa Sigma A4-Lambda Chi Alpha A5-Omega Psi Phi FratA6-Omega Tau A7-Phi Beta Sigma FratA8-Phi Delta Theta A9-Phi Gamma DeltaB1- Chinese ChristianB2-Christian Dental AsB3-Christian GraduateB4-Christian Legal SocB5-Christian Science OrB6-Coptic Youth FelloB7-Fellowship of CamC1-BuckWildC2- Academic TeamC3-Academy of ManagC4-Accounting AssociaC5-AGRIBUSINESS/NAMAC6-Agricultural Communicators of Tomorrow C7-Agricultural Education Society C8-Agricultural Systems Management Club

We’re Big. We’re Big On Involvement

Execution - Student Involvement Fair

Giant dry-erase board with vinyl lettering for students to input own their “Big Ons”

Execution - Student Involvement Fair

Go to BigOn.osu.edu/YourBigON/y2X7790

To retrieve your “Big On.”

Execution - Student Involvement FairWe’re Big. Big On…

Card with photo retrieval info

+Magnetic

picture frame with punch-out

calendar square magnets

Execution - Big On Random Acts of Kindness

Canned food drive; end of fall quarter/before break

Measure groups’ donations by weight

Winners receive a luncheon with Gordon Gee

Run time: one month

Execution - Big On Taste of OSU

Coordinate a booth providing buckeye candies

Distribute flyers denoting the 120+ ethnic and cultural student organizations

We’re Big. Big On Small

Samples

Execution – Big On 1-on-1 Conversations

Student/Faculty Picnic On the Oval

3rd Sunday in May

Costs to budget will include catering the food and drinks for the attendants

Execution – Big On Lasting Impressions

 Graduation is a pivotal and memorable time in an individuals life

Taking years of experience and education with you that shapes your future

Time of reflection on memories

A key chain, like the experience, can be taken with them wherever they go

Serves as a constant reminded of their connection to the university in years to come

Execution - BigOn.osu.edu

Links to: Ohio State event calendarBigON eventsStudent Organizations

Campus Map

CABS bus route information

Execution - Smart Phone App

Carmen accessEvents calendarStudent organization site

Execution - Mandatories

The Official Ohio State University logo on bottom right corner of all print ads

Big On Font “Century Gothic”, “khand” font inside blank

Website address on all creatives

Campaign Calendar

Freshmen orientation • Late June – Mid August 2011

Convocation: • September 19th 2011

Involvement Fair: • September 19th 2011

Food Drive:• Month of Nov

Taste of OSU:• Friday, January 27th 2012

Picnic:• Saturday, May 18th 2012

Graduation:• Sunday, June 12th 20102

Communication Objectives

By the end of the nine-month campaign period, increase the level of Apathetic Buckeyes involved in student organizations by 20%.

By the end of the nine-month campaign period, increase the lasting connection of Apathetic Buckeyes to Ohio State by 30%.

By the end of the nine-month campaign period, maintain the current loyal students interest in Ohio State by 100%.

Budget

Item Name Qty Cost per TotalT-Shirts 3,040 5.00$ 15,200.00$ Note-Pads 3,040 0.80$ 2,432.00$ Magnet Frames 3,040 0.65$ 1,976.00$ Maps 3,040 0.49$ 1,489.60$ Web Page 1 4,000.00$ 4,000.00$ Website Maintenance 1 530.00$ 530.00$ Cell Phone App 1 5,000.00$ 5,000.00$ Uweekly Ad Space 3 1,580.00$ 4,740.00$ Lantern Ad Space 3 1,823.10$ 5,469.30$ Large Print Ads (3x4ft) 10 58.00$ 580.00$ Lunch with Gee 25 15.95$ 398.75$ Student/ Faculty Lunch 500 12.95$ 6,475.00$ Big ON: Board 1 500.00$ 500.00$

Total Campaign Cost (Annual) 48,790.65$

We're big ON: SMALL BUDGETS

Campaign Effectiveness & Accountability

Web AnalyticsWebsite Hits, Hot Spots for popular links

Number of downloaded Applications

Compare the increase in percentage of students participation in campus organization

Conclusion

Research Findings

Get “Apathetic Buckeyes” more involved

Communication Strategy

Creative Strategy

Execution

Thank you on behalf ofThe Gordon Geeks

Questions?