University Advancement

Office of the Vice President

About the Vice President

Luanne Lawrence joined OSU in 2004 as the vice president of University Advancement. She works with a team of professionals dedicated to using their talent, experience and skills in communications to advance the image of the university. University Advancement is comprised of News and Communication, Research Communications, Marketing, University Events, Web Communications and Trademark Licensing.

Luanne came to OSU after serving as the executive director of Public Affairs and Marketing at the University of Maine. She spent several years in Baltimore as the executive director of University Relations at the University of Baltimore. She has also led the public relations and marketing activities at Lock Haven University (Pennsylvania) and The Pennsylvania State University at Harrisburg. Luanne holds an M.Ed. from Penn State and a B.S. from Millersville University (Pennsylvania).

In communicating the OSU Strategic Plan, the Advancement division has undertaken several major initiatives. Of foremost importance is the development of the university's core messages and consistent image. The division strives to ensure that various audiences ranging from alumni and friends to legislators to prospective students and their parents to peer institutions understand OSU's strengths, particularly in the five core thematic areas of the strategic plan.

• A new approach to Integrated Marketing Communications (IMC)
• Major regional and national media relations campaign including introduction of a new Summer 2008 Media Fellowship
• A new way of approaching internal communications
• Creation of a new department of Web Communications with a new approach to Web marketing
• Continued emphasis on a strong and vibrant Licensing program

A Word from the VP

Oregon State University has much to talk about – from being the state’s largest public research university and only Carnegie High Research institution in Oregon; to faculty whose discovery and new approaches to their disciplines earn them national recognition; to amazing and engaging classroom experiences that produce some of Oregon’s most dynamic, creative thinkers.

In the past several years, we have achieved much in terms of drawing more and more national attention to our great university. Using this momentum, the Division of University Advancement is working with Lipman Hearne to write a comprehensive Integrated Marketing Communications (IMC) Strategy and Plan. A presentation of what that will encompass can be found here. Over the next several months, Lipman Hearne will lead us in a process that will help us refine our messages and develop campaigns specifically targeted to our key external audiences: prospective students and their parents; legislators; media; corporate leaders; federal agencies; donors; and alumni.

To keep the University community informed and engaged in this process, we have developed a Web site that will list the activities being undertaken in this IMC process. Please review this site and check in frequently. Please contact me directly if there is an area where you would like to contribute. The results of this process will be shared broadly in the fall when the process is completed.

I thank you in advance for seeing the importance and value of having the University talk about itself in similar ways – ways that further enhance the reputation we are building in the Pacific Northwest and beyond.

Luanne Lawrence

Vice President for University Advancement
634 Kerr Administration Building
Corvallis, Oregon 97331-2155
541.737.4875 voice
541.737.3033 fax

luanne.lawrence@oregonstate.edu

Alice Tucker, Executive Assistant
541.737.4875 | alice.tucker@oregonstate.edu