Integrated Marketing Communications

Strategy and Plan

Oregon State University is in the process of working with Lipman Hearne on an Integrated Marketing Communications (IMC) Strategy and Plan that will take OSU’s branding to a new level. This plan, a presidential initiative developed under the guidance of President Ed Ray, will streamline our messaging and build targeted campaigns for delivering those messages to our key external audiences.

At this site, we will keep you updated on the progress of the planning, let you know of opportunities to contribute, and share the schedule of activities.

It is anticipated that this plan will be written by February 2009. Any inquiries or questions throughout the next several months can be addressed to Luanne Lawrence, vice president, University Advancement.

IMC Core Team

Leading the process for OSU, is a core team charged with:

• Working with Lipman Hearne to clarify objectives and expectations for this initiative;
• Providing input into leadership stances on messaging for the University and our various audiences groups (alumni and prospective students in Oregon and out-of-state; Portland metro decision-makers; national foundations and corporations; donors and friends; state and federal officials);
• Making recommendations on messaging and tactical approaches and implementation plans; and
• Working closely with Luanne Lawrence and University Advancement and serving as advocates for this plan and the process we are about to follow.

The team consists of:

• Sherm Bloomer, dean, College of Science
• Tammy Bray, dean, College of Health and Human Science
• John Cassady, vice president, Research
• Mike Goodwin, President, OSU Foundation
• Luanne Lawrence, vice president, University Advancement
• Ann McLaughlin, special assistant to the President
• Jock Mills, director, government relations
• Kate Peterson, assistant provost, Enrollment Management
• Larry Roper, vice provost, Student Affairs
• Todd Stansbury, senior executive athletic director
• Jeff Todd, executive director, OSU Alumni Association
• Alice Tucker (staff), executive assistant, vice president, University Advancement