Wood's Hole Oceanographic Institute Case Study

Woods Hole Oceanographic Institute SWOT Analysis

Woods Hole Oceanographic Institute: A Case StudyAriel CampbellBrand DevelopmentAugust 2014Project 3.3.2

Competitors

Bermuda Institute of OceanSciences

BEFORE:After:

BIOSValues: Immersive education, scientific progress, ocean conservationOnliness 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 resourcesPrevious branding lacked specificity and intrigueNew look uses natural-inspired shapes, and content focuses on specific contributions to scientific community.

Ocean Institute

Ocean InstituteBrand Values: education, ocean conservation, immersionOcean 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.

Schmidt Ocean Institute

Schmidt Ocean InstituteBranding 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 differentiationIf nobodys doing it, youd be crazy to do it yourself, right? Wrong. In fact, if youre looking to become the leader in a new market space, the rule is just the opposite. If anybodys doing it, youd be crazy to do it yourself. (Neumeier 35)Strategy mirrors Tesla Automotives initiatives to release all patents.

Woods Hole Oceanographic Institute: Brand Brief

Woods Hole Oceanographic Institution

WHOI- Selected for RebrandingWHOIS publication colors, similarly to BIOS features green, and blueI would like to create differentiation using cheerful, eye-catching yellow to echo color of deep sea explorer vehicleLogo is outdated and uninspiring, I would like to create a new logo with updated colors.While the product created by WHOI is superior, the branding does not inspire interest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).

WHOIBrand Values: ambitious exploration and research, ocean conservation and education, cutting edge technologyOnliness 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.

How is WHOI funded?

Federal grants and contracts cover about 80 cents of every dollar needed by the Institution. Private philanthropy bridges the gap between the Federal resources WHOI wins through a competitive, peer-reviewed system and what it needs to remain a leader in innovative oceanographic research and education.-www.whoi.edu

SWOT Analysis

Positioning and Market PlanningPrivate donations are the key to unlocking further government investments and delivering innovative research.

Strategic Marketing Action1. WHOI gained alot of recognition after the premier ofTitanicthe 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).

NPR Underwriting

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. ."Bermuda Institute of Ocean Sciences."BIOS -. N.p., n.d. Web. 12 Aug. 2014. ."Blog."All Our Patent Are Belong To You. N.p., 12 June 2014. Web. 12 Aug. 2014. ."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. .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. .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.