Task Force for Integrated Marketing

Final Report

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Executive Summary

In January 2005, President Daniel O. Bernstine formed the Task Force on Integrated Marketing, charging its members with guiding and engaging Portland State’s campus community in a process to translate the University’s mission, vision, and values into a set of key messages and a visual identity program to help close the gap between perception and reality. The following is a summary of the Task Force’s results and recommendations for future consideration.

Summary

To begin the process, the Task Force hired an expert firm to conduct a University-wide audit of marketing and communications operations. Over two years, an extensive list of outcomes has been achieved. The Task Force is pleased to report that its charge was successfully accomplished and all major recommendations and strategic issues identified in the communications audit report were addressed.

The chief outcome is the campus community’s work in clarifying the University’s brand message—articulating that “Portland State University’s intentional academic engagement and connection with the Portland urban area provides exceptional opportunities for learning, service, research, and achievement.” Defining themes are urban, sustainable, diverse, opportunity for all, research, partner, international, and surrounded by beauty.

A supporting visual identity program was also developed. It includes a new PSU logo, three sub-brand logos, eight school/college logo treatments, re-design of Portland State Magazine, publication design, top-level Web design, stationery, business cards, envelopes, electronic templates for stationery, flyers, and brochures, mailing labels, an identity standards guide, guidelines for logo, color, and typography, ad design, presentation folders, note cards, electronic signature, name tags, print newsletter design, and electronic newsletter design.

Nearly 4,000 members of the campus community participated over the two-year development period. The length of the process was critical to internal buy-in and laid the groundwork for a receptive campus climate. To date, the new identity has been broadly adopted and well received across campus. This process has also helped set the stage for further academic planning and prioritization of programmatic leadership positions.

Task Force Recommendations

  • Fund greater institutional promotion once academic planning solidifies in the form of a comprehensive marketing campaign that includes advertising.
  • Continue integrating brand messaging throughout campus.
  • Address issues with employee communications and morale.
  • Research and recommend strategies and tactics to build student pride and affinity for the University.
  • Reprioritize the work of University Communications and develop greater alignment with Admissions.
  • Benchmark brand identity progress and assess external perceptions about the University.
  • Assess internal perceptions of communications and understanding of strategic direction at regular intervals.
  • Continue to evaluate Athletics, PSU Alumni Association, PSU Foundation and other related entities such as Extended Studies for alignment within the overall University brand.
  • Implement subcommittee recommendations.

Subcommittee Recommendations

Internal Communications Subcommittee

  • Take additional steps to mend negative internal perception of Portland State. The “injured voice” identified in the creative brief was of considerable concern to the subcommittee. Problems with internal communication are identified as a significant barrier to accomplishing greater positive pride and morale on campus. (An employee communications task force has been formed to work on these issues.)
  • Develop employee events that foster collegial spirit. Consider bringing back a faculty lounge or similar space.
  • Explore steps to further integrate key messages in student and new employee orientation, faculty and student convocation, campus tours and Commencement in 2007/08. Consider giving every new employee a lapel pin, window decal, identity guidelines and key messages at orientation.
  • Engage Athletics, ASPSU, and others in leading or participating in a task force that evaluates and recommends institutional change that will help build student pride and event participation.

Sub-brand Subcommittee

  • Migrate Athletics to the new PSU green from Viking green over time.
  • Evaluate sub-brands periodically for alignment within the overall University brand.

Admissions and Enrollment Subcommittee

The Subcommittee focused on areas of best practice and identified these recommendations for improved recruitment and outreach.

  • Better incorporate the University’s primary and secondary messaging in admission acceptance letter copy, high school and community college visitation posters as well as housing publications.
  • Engage Admissions, Records, and Registration in developing a “How to Succeed in College” program for students in their junior year of high school. This targeted and personalized program across all academic majors is suggested to be a variation of the School of Business program for entering high achieving freshman.
  • Develop a more comprehensive Banner coding to track communication to prospective students and to track extended campus students all in the same system.
  • Engage University Communications in providing input to individual school/college website design, print and broadcast advertising as well as program brochures for two reasons. First, to promote integration of branding elements and second, to coordinate efficient purchase of broadcast and print media.
  • Increase admission yield by finding ways for the University to foster faculty engagement with prospective students at both the undergraduate and graduate level.
  • Provide more training for Orientation and Campus Tour guides about Athletics. Promotion of student involvement and support for athletic events at these early introductions to Portland State will help “imprint” prospective students interested in athletics with “Viking spirit.”
  • Develop a graduate brochure that provides prospective students with a “sense of place.” It would give prospects an idea of the graduate experience at Portland State. Messages included would focus on graduate enrollment and demographics, opportunities and examples of community engagement, Portland’s livability as well as information about housing and resources for graduate students. In addition, a comprehensive listing of graduate program offerings, departmental web links and information about application to the institution as well as the department would be included.
  • Assess graduate student recruitment methods, techniques, and practices including overall graduate studies at PSU. Utilize seminars and training programs available by organizations such as AACRAO and Graduate and Professional School Enrollment Management Corporation.
  • Fund promotion for University academic programs. The committee acknowledged the University’s resource challenges, but strongly recommends investment in institutional image marketing.