College of Agricultural Sciences strategic intent conversation
Marketing
September 25, 2013
11:30-1:30, ALS 3005, lunch provided
New ideas about marketing abound in the marketplace. New theories match message to brain function, or engage customersto design their own message. But every marketing theory, new and old, includes a product, a promise, and a customer experience.
In this conversation we will discuss marketing the College of Agricultural Sciences, from student recruitment to stakeholder support.
Who are the primary “customers” of the College? What is the “product”they seek? What is the distinctive “promise” offered by OSU’s College of Agricultural Sciences?
And once engaged with CAS, is that promise fulfilled? Do students and stakeholders find value in their experience? Are they prepared to recommend CAS to others?
The intent of this conversation is to move the College forward to connect more effectively with prospective students and supporters. The following questions will guide the conversation:
Branding the College – what is the image we want to portray of CAS?
• How do we describe the College?
• How do others describe us?
• How is each department, unit, and branch station branded?
• What is the role of advertising? Of personal communication?
• What are we missing?
Attracting interest – what is the distinctive value of CAS?
• What do prospective students seek? How do we know?
• What do stakeholders seek? How do we know?
• How is the marketplace changing?
• What are we missing?
Aligning our claims – does our message matchthe real CAS experience?
• Where is the proof that people find what they seek at CAS?
• How can a positive experience create viral marketing for CAS?
• Whatis needed for all units todevelop a brand connection to CAS and OSU?
• What are we missing?
For those participating in the face-to-face conversation, please be ready to speak up with your thoughts and ideas. For all others, you may email your responses to me by September 30, at