Term Paper # 3 - Higher Education

 

    While doing research for this project I realized that I really did not know which Higher Education institution to pick to focus on for this paper. However, after a couple of deep dive searches and even a search on Chat GPT one institution that stood out the most to me was Oklahoma State University. Years ago when I was researching universities that I wanted to attend Oklahoma State University stuck out to me then as well. From the Cowboy atmosphere to the humble roots of the university. But also one thing that stuck out to me the most is how easy it was to see all the events that went on around campus on social media. It was so easy for me to scroll through TikTok or Instagram and instantly want to find out more about the campus. Now I see why it was so easy and that Oklahoma State University earned their spot ranked number 3 out of the 365 Division one schools in the United States. 

    In Stillwater Oklahoma sits the beautiful campus of Oklahoma State home of the Cowboys. The University was founded on Christmas Day in 1890 under the Morrill Act as Oklahoma Agricultural and Mechanical college. The University has grown from its humble roots to become one of Americas premier land-grant universities.  

    One way that Oklahoma State University reaches their target audience is through their Media Relations teams dedication to building the brand of the university. The team "provides comprehensive media relations services to the university community and works closely with state, regional and national journalists and media outlets to publicize students, faculty and staff expertise and accomplishments."  The media and marketing teams realize the power that social media can hold over a person choosing which school to attend, and just about any other decision they make in their life. Because of this the Brand Management team oversees the main OSU social media account such as Facebook, Instagram,  TikTok and more. Something unique that the team offers is that they can help students and faculty promote events that are going on around campus or yearlong campaigns. 

    Over the years TikTok has had the social media world in a choke hold. And these institutions know this oh so well especially Oklahoma State with their 44.4 thousand followers and page full of free advertisements, I mean TikTok's, easily assessable for any possible student or even alumni that like to take trips down memory lane from time to time. A simple two minute, or sometimes even less than that, video can capture a potential student's attention and trigger their curiosity about the university. By using TikTok it shows all the fun experience that can happen by becoming a student at the university and what they could be missing out on if they went to a different university. Another great thing about TikTok is the potential free publicity that a university can get from people using the universities hashtag or by simple posting TikTok's about their time at the university. These TikTok's can be as simple as a Gameday outfit or even through Greek life TikToks. 

    Oklahoma State University's also uses campaigns to help encourage a potential student to research the University and hopefully plan to attend. The universities newest campaign is called "The Code Calls." The university was built on the foundation of a code- the Cowboy code which is "a promise to do what is right, even when it is hard." The Code calls campaigns builds on that legacy and is a "reflection of the university's enduring identity and the values that have guided it for over 125 years." 

    University President Jim Hess stated "As OSU enters a new era of growth and collaboration across its system, The Code Calls stands as both a reflection of the university's enduring character and a challenge to carry it forward. Because at Oklahoma State University, doing the impossible is not extraordinary- it is routine." 

    The campaign will highlight themes from the Cowboy Code that have helped to set OSU apart from other universities. These themes include:

• We dream as big as the sky. 
• Being a Cowboy isn't in our clothes; it's in our character. 
• We stand for what matters, even if we stand alone. 
• We end the day knowing we gave it everything we had. 
• We know challenges come with pain, but pain will not win. 
• We have a passion to do what's right, even when it's hard. 
• We finish what we start. 

    The campaign will feature video, print, digital and outdoor storytelling that will help to highlight students, alumni, faculty, and partners "in authentic moments of purpose and progress. All of these elements will come together to create a sense of belonging and to reflect the character of the university. 

    Another way that Oklahoma State University has helped to build their brand was through their traditions. One in particular is their homecoming  Homecoming. Again, drawing back to their humble roots OSU's homecoming celebration began as a small-town harvest carnival. OSU's Homecoming celebrations has turned into a week-long spectacular. There is even a whole app dedicated to events happening around campus. From the iconic orange fountain to the house decs lining the streets of Greek Row and on Library Lawn even to the Sea of Orange parade and since it is Homecoming of course you have to mention the main event; the football game. 

    The greatest thing about homecoming for the OSU media and branding team is all the free publicity. Imagine it. Over 70,000 alumni return to the university for the Homecoming events along with almost 27,000 students just imagine all those Instagram, Facebook, and TikTok posts that will come from that week alone. As well as all of the content that the media teams will be creating and posting that week as well it is a social media take over. And all it takes is one click on a TikTok or Facebook post and a sea of orange just instantly takes over your social media feed.

    In conclusion, no one does media management and brand marketing like universities do. Every university spends several thousand dollars if not more, usually much more, on marketing and branding. It is one of the only ways that they can reach potential new students. It can help them to build a fanbase of sorts of fans that may wish to have gone to the university or who are fans of their sports teams. One can argue that it is hard to determine which university actually has a better social media presence or brand marketing. However, I would like to make the case that Oklahoma State University should be considered for the top spot.