ESTIMATED READING TIME: 7 minutes
Powered By Orange, launched in March 2009 by Oregon State University, is the most comprehensive university social marketing campaign that we’ve seen to date.
With an integrated marketing communications plan already in place, OSU’s next step was to create a campaign to raise awareness of the university in Portland, Oregon’s biggest media market.
Unfortunately, the budget for TV time or outdoor advertising wasn’t available. But, drawing on insights from the original communications plan, a group of team members from the University Advancement division developed a plan and creative concepts to take advantage of an integrated social media campaign. They tested these ideas with a mixed group of campus staff and leaders, including representatives of the OSU Foundation, the OSU Alumni Association, college communications representatives, admissions staff, and others.
Original Youtube video here: Reach Influencer Demo