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Advancement Framework

Planning

Monthly Progress Review Meeting

March 6, 2012

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Agenda

Quantitative Brand Perception Analysis Progress update

Qualitative Brand Dynamics & Perception Analysis Review brand insights from interviews and focus groups

Advancement Objectives & Measurement Align on aspirations for Advancement initiative

Discuss key stakeholder groups and potential metrics

Brand Development Preview Overview of the upcoming Brand Development workstream

Project Next Steps Align on immediate next steps

Discuss proposed agenda for BOT meeting in April

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10 mins

1 hour

2 hours

30 mins

20 mins

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QUANTITATIVE BRAND PERCEPTION PROCESS UPDATE

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The quantitative research will be complete March 23

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• Establish objectives and working hypotheses to explore in

research in partnership with Hart/POS

• Draft questionnaire

• Establish definitions for who will be included in the survey and

in-depth research interviews

• Approve questionnaire

• Provide sample to Hart/POS

• Internal programming of survey into web interface, and testing

for quality control

• Collect online data for survey, conduct phone interviews for in-

depth interviews

• Process and quality control data; Develop analysis of data and

findings

TIMELINE

Completed

Completed

Completed

Anticipated: Feb. 7

Completed: February 22

March 10 – March 23

ACTIVITIES STATUS

In Progress – Complete by March 9

Completed

Completed

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Study Progress Update

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• Alumni: 1,423 completed surveys to date (goal: 1,600)

• Non-Alumni Donors: 370 completed surveys to date (goal: 400)

• IDI’s: 16 completed; 7 Scheduled

Both Efforts expected to be finished with data collection by March 9,

putting effort on pace to present final findings of research on March 23.

Preliminary top-line observations will be available March 16.

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ADVANCEMENT MISSION MEASUREMENT

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Objectives for today

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• Review measurement framework and how it fits into

Eminence plan

• Review potential measurements for awareness,

engagement and giving of key stakeholder groups

• Align on Advancement Scorecard measurements

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Guiding Principles

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In order for measurement to be effective, it must reflect the

mission, values and aspirations of Ohio State, because in addition

to consistently evaluating operational performance, these

measurements will guide strategy, behavior and culture of the units

and people within the organization.

Some of the measurements, particularly around awareness, may

require alignment with brand attributes that we will identify as part

of the brand positioning workstream.

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EXCELLENCE IN

TEACHING AND

LEARNING

RESEARCH

AND

INNOVATION

OUTREACH

AND

ENGAGEMENT

RESOURCE

STEWARDSHIP

EMINENCE

ACADEMIC MEDICAL

CENTER

RESOURCE

GENERATION ADVANCEMENT TALENT

PHYSICAL

ENVIRONMENT

Vision / Mission

University-wide Goals

Defines the aspiration for

the organization

Identifies strategic

imperatives that are

required to support the

vision/mission

Key Initiatives

Prioritizes the

measureable activities

required to accomplish

the goals

Ohio State: Excellence to Eminence Plan

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Advancement Measurement Methodology

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For Advancement, we will focus on metrics to support

awareness, engagement and giving

We identified relevant examples of metrics across key

stakeholder groups

To customize these metrics, we will select a short-list that

reflects Ohio State’s mission, values and aspirations

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Advancement Metrics: Examples

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AWARENESS ENGAGEMENT GIVING

PROSPECTIVE

STUDENTS

CURRENT

STUDENTS

ALUMNI

What percentage of top

students (e.g., valedictorians,

top 10% of SAT score) are

aware of Ohio State?

What % of prospective

students have applied to

Ohio State?

N/A

Do you believe Ohio State

offers a world-class academic

education?

What is the retention rate for

students with 3.0 or above?

What % of students intend

to donate to Ohio State in the

future?

Are Ohio residents

knowledgeable about the

economic impact of Ohio

State (e.g., job creation,

investment in community)?

What % of alumni indicate a

very satisfied rating for

providing opportunities to be

or stay involved with the

University?

What is the average gift

size?

ILLUSTRATIVE

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Identifying priorities will be critical, as you cannot measure everything

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AWARENESS ENGAGEMENT GIVING

PROSPECTIVE

STUDENTS

CURRENT

STUDENTS

ALUMNI

What percentage of top

students (e.g., valedictorians,

top 10% of SAT score) are

aware of Ohio State?

What % of prospective

students have applied to

Ohio State?

N/A

Do you believe Ohio State

offers a world-class academic

education?

What is the retention rate for

students with 3.0 or above?

What % of students intend

to donate to Ohio State in the

future?

Are Ohio residents

knowledgeable about the

economic impact of Ohio

State (e.g., job creation,

investment in community)?

What % of alumni indicate a

very satisfied rating for

providing opportunities to be

or stay involved with the

University?

What is the average gift

size?

ILLUSTRATIVE

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BRAND POSITIONING WORKSTREAM PREVIEW

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The Brand Positioning workstream deliverables directly contribute to our understanding of the core Brand Identity

Deliverables

• OSU Brand Perception

• Segmentation Analysis

• Brand Asset Inventory

• Prior Campaign Assessment

• Landscape Analysis

• Case Studies

• Umbrella Positioning for OSU

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Brand

Identity

Behavior

Environment

Product

Communication

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Defining Why A Brand Exists ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE

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What fundamental

human needs &

desires do you fulfill? (What would motivate them

to care?)

Your

uniqueness

in doing so

Who are you? (What do you want to become?)

The

meaning

you create

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Defining Why A Brand Exists ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE

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Outside-In

Understanding

Brand

Positioning

Inside-Out

Understanding

Brand

Meaning

(Essence)

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Inside Out: Defining The Ohio State University OHIO STATE REPRESENTS A SET OF ASSETS, EXPERIENCES AND IDEALS THAT EXTEND INTO THE

PAST AND WILL EXPAND INTO THE FUTURE

PAST

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PRESENT • Founding Mission / Purpose

• Accrued Assets & Equities – Associations, Artifacts, Anecdotes, Adventures

– Loyalty, Awareness, Understanding, Attributes

• Capabilities / Sources of Excellence

FUTURE • Vision

• Investments

Brands, like people, mature and grow over time

What must NOT change is a brand’s CHARACTER

This constancy forms the basis of TRUST in the brand •

Va

lue

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Inside Out: Defining The Ohio State University OHIO STATE HAS BECOME A COMPLICATED ENTITY WITH NUMEROUS BRANDS THAT SHOULD ALIGN AND

MUTUALLY REINFORCE EACH OTHER, EVEN AS THEY CELEBRATE THEIR RELATIVE DISTINCTIVENESS

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Each individual institution must also be allowed to distinguish itself within

its own competitive set and set of stakeholders

Central Essence and

Enterprise Brand Equities of

Ohio State should be shared

and reinforced across all

entities to the mutual and/or

collective benefit of all

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Outside-In: Understanding the motivations of Stakeholders EDUCATIONAL INSTITUTIONS HAVE AN EXTRAORDINARILY COMPLEX SET OF AUDIENCES, WITH

WIDELY DIVERGENT NEEDS SERVED IN VERY DIFFERENT WAYS

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Recruits

Leaders &

Influencers

Ohioans Partners Faculty

Donors

Alumni Students

CULTURAL &

COMPETITIVE

CONTEXT • Shapes

perceptions

• Frames

comparisons

Shared Needs

& Desires

Differentiated Needs & Desires

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The elemental components of a brand ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE

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Brand

Positioning

• What is Ohio State’s purpose?

• Does it allow us to evolve?

• Is it inspiring?

• Why am I moved?

Brand

Meaning

(Essence)

• What’s relevant?

• What’s distinctive?

• What’s differentiating?

• What’s the proof?

• Do I feel a unique bond?

• Am I compelled to act? – From “I love it” to “I need it”

• Do I “buy” the brand or “join”

and support the brand?

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Our collective challenge SUCCESSFUL BRAND DEFINITION COULD STRETCH US INTELLECTUALLY, EMOTIONALLY AND POLITICALLY

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The essence of positioning is sacrifice ” “ • This old truism of marketing reminds us that being an engaging, unique

proposition for your stakeholders means that a brand can not

successfully be all things to all people—choices will need to be made

• This does not imply compromise but focus—indeed, some of the most

powerful brands appear to resolve opposites

– Can Ohio State be big and intimate at the same time?

– Yet balancing heritage with future growth, proven past success against an

ever-changing cultural context, comfort and safety vs. aspiration and

evolution will at times feel uncomfortable

• We must all strive to be both passionately involved and dispassionately

objective as we narrow in on an ideal brand definition

– We must feel it in our gut, even as we remember we are not the primary

audience

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Next Steps in the Brand Development Phase BRAND DEVELOPMENT PHASE OVERVIEW

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INTERNAL ASSESSMENT

QUALITATIVE BRAND DYNAMICS

& PERCEPTION ANALYSIS

QUANTITATIVE BRAND

PERCEPTION ANALYSIS

LANDSCAPE ANALYSIS

DISTILLATION,

SYNTHESIS AND

CREATION OF

POTENTIAL BRAND

ELEMENTS

Workshop on

Brand Equity (March 15)

Brand Advisory

Group Session:

Equities

(Date TBD)

REVIEW FINAL

OPTIONS WITH

THE STEERING

COMMITTEE

• Brand

Essence

• Brand

Positioning

• Brand

Architecture

REFINEMENT

MESSAGE

DEVELOPMENT

MESSAGE

TESTING

SOCIALIZING

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Enhancing the team’s success AUXILIARY TEAMS TO MAXIMIZE THE BRAND DEVELOPMENT AND IMPLEMENTATION PROCESS

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SESSION OBJECTIVES

• Leverage complementary P&G branding expertise and P&G Ohio

State alumni to explore and sharpen the definition of Ohio State’s

core brand equities

• Key deliverables: A working group perspective on Ohio State’s • Brand Values

• Core Brand Benefit

• Key Points of Difference (PODs)

• Brand Character

Workshop on

Enterprise Brand

Equity

Brand Advisory

Group Session:

Equities

• Presentation of key findings from the Discovery Phase to a broader

audience

• Brainstorm and evaluation of brand elements • Brand Values and central Meaning

• Key differentiators

• Brand personality

• Explore shared vs. distinctive equities between Ohio State and its

constituent parts (colleges, centers, athletics, etc.)

• Instill a sense of ownership, involvement, understanding and

ambassadorship for the Brand’s development across a larger group

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Deliverables of the Brand Development Phase

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DELIVERABLE DESCRIPTION

Ohio State Brand Essence The central purpose and reason to exist for The Ohio

State University; the central idea that informs and

inspires all that the University represents and

undertakes, wholly or in part

Mapping of shared, complimentary and conflicting

attributes and equities to outline a case for mutually

beneficial branding between Ohio State and its major

sub-brands

Ohio State Brand Architecture

Ohio State Brand Positioning Identifies and articulates a differentiated positioning for

The Ohio State University brand, and the mandatory and

unique enterprise-wide equities that support it

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NEXT STEPS

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Immediate Next Steps

Brand Positioning phase begins on March 19

Deliverables

• Friday, March 23, Quantitative Motivational Analysis

• Friday, March 30, Full Discovery Phase Synthesis

April Progress Review

• Synthesis of Brand and Motivational Analysis

• Organizational Alignment: Design phase will begin

April Board of Trustees Meeting

• Measurement & Scorecards?

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