University of Oregon Brand Management

Kevin M. Brett

June 2013

UO Strengths• Bigger• Smarter• Cachet• Gottfredson• “University”• Innovative• Research• Sustainable• Access• Quality• “Uncle Phil”

UO Weaknesses• Geography• “Mediocrity”• Limitations• Rising Tuition• Plummeting State Support• Faculty Retention• Two-Time “Offender”

UO Opportunities• Protect/Enhance Brand• Academic Reputation• Athletic Excellence• “University” = “Students”• SB 270; HB 3120• 40-40-20• Global Reach

UO Threats• Unbalanced CBA• Faculty “Action”• Tuition Issue• Faculty/Student Activism• Union Strength in Salem• NCAA• Safety Issues• “Uncle Phil” Dependency

Instant Social Media Classic

Manage or Be Managed

• Accept Inevitability of Disclosure• Set the Timing for Your Disclosure• Control the Method of Disclosure• Stakeholders hear from you first, not your competitors• Avoid being thrown on the Defensive

A Few Key Strokes by Anyone from Anywhere at Any Time

Your Brand is in Play 24/7/365

Live with It…

Deal with It…

Wisdom, Even from Corvallis

“I tell our players all the time, ‘As soon as you start going down the wrong track and you start doing something wrong, the clock starts ticking until the day you are caught, because it’s going to happen’…In our world today, you think it’s not going to be found out eventually?” -- Oregon State Football Coach Mike Riley

Basic Truths of Social Media

1. Ubiquitous, NOT Monolithic

2. Digital is Eternal

3. Conversational Marketing

4. Thought Leadership

Blogging: Digital, Yes• Search Engine Optimization (SEO)• Search Engine Marketing (SEM)• “Bots”/Web “Spidering”• How Many Readers?• How Many Page Views?• Search Engine Positioning?

Blogging: Analog, TooGood Old-Fashioned Journalism Matters!

Blogging: Tags Matter• Uncle Phil• Phil Knight• Nike• Chip Kelly• Autzen• Rose Bowl• Just Do It!

Credibility Matters• Do you have “standing?”

• Can you be a “thought leader?”

• Where do you have credibility?

• What are your strengths?

• What are your weaknesses?

Respect Matters

• Be Provocative; Not Notorious• Be Offensive Without Being Offensive• Eschew Invective, Name Calling, Slurs• Have Thick Skin …To a Point• Demand Respect; Offer Respect

Government/Political PR

• Public Affairs• Public Information• Government Affairs• Issues Management• Lobbying• Trade Associations• Campaigns

Message-Candidate-Campaign

And When In Doubt…

Declare Victory!

What Could Be…?• Top-Tier Research University• 40-40-20• University/Faculty Harmony• Academic/Athletics Balance• Double Endowment• NCAA/UO Cooperation• Enhanced “O” Brand