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BUDGET OUTLINE FY2017

MARKETING COMMUNICATIONS!

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.


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.

BUDGET OUTLINE FY17 OVERVIEW!

Television commercial $225,000Media buys 151,500Strategic partnerships 78,500Creative tactics 20,000Research and evaluation 20,000Consultation and administrative 25,000

$520,000

DESIGNATED MARKETING AREAS60% 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


TELEVISION COMMERCIAL!Evolves “Explore If” and provides a foundation on which in-house teams may build.

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

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

MEDIA BUYS!


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.

BUDGET OUTLINE FY17 MEDIA BUYS!

Chronicle of Higher Education (national) P D; 4x packages 55,000Inside Higher Education (national) D; spot ads + e-news 45,000Portland Business Journal (PDX metro) P; 8x 3/8 page 10,000Pamplin Community Newspapers (PDX) P; 12x ½ page 10,000Oregonian Media Group (statewide and national)

P D; education guides, related news

9,000

Open for Business (Eugene Chamber) P; 6x 1/3 page 2,500Regional support of Enrollment Management target markets

TBD with Enrollment Management

20,000

$151,500

STRATEGIC PARTNERSHIPS!


Partnerships with OPB TV and radio, Oregonian Media Group, and OMSI to copresent science and research-focused content featuring UO faculty via broadcast, digital, and live events.

BUDGET OUTLINE FY17 STRATEGIC PARTNERSHIPSOPB 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

CREATIVE TACTICS!


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.

BUDGET OUTLINE FY17 CREATIVE TACTICSFaculty 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

MEASUREMENT AND MISCELLANEOUS!


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.

BUDGET OUTLINE FY17 MEASUREMENT AND MISC.Research, Analytics, and Evaluation

Monitoring and interpretation of web analyticsLockwood statewide perception surveyAdditional 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