Advisor(s)

Brit Rowe, MFA
Ohio Northern University
Art & Design, Visual & Performing Arts
w-rowe@onu.edu

Document Type

Conference Proceedings

Location

ONU McIntosh Center; Dean's Heritage Room

Start Date

22-4-2022 10:00 AM

End Date

22-4-2022 11:00 AM

Abstract

“For the Love of the Roar” summarizes Ohio Northern University’s athletics branding and how they present themselves to various audiences. The presence of the athletics branding even on social media platforms must communicate the brand essence of “team-orientation, ambition, pride, determination, integrity, and competitiveness” (ONU athletics Branding Guide).

Even with multiple varsity sports within ONU athletics, there needs to be consistency of how social media branding is used. It is important to communicate brand consistency in all social media platforms as branding is a critical aspect of any organization's identity and helps to distinguish an organization from its competitors.

By using different research strategies and tactics, I will be analyzing the effectiveness of the ONU athletics branding based on their social media platforms: Facebook, Twitter, and Instagram. A communication audit will evaluate the guidelines and branding of the athletic teams and find strengths and weaknesses. Marketing research strategies will evaluate demographics and other tactics and strategies will be used to determine the consistency of brand messages through graphic design. This research is still a work in progress and will be presented during the ONU Research Colloquium in April.

Open Access

Available to all.

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Apr 22nd, 10:00 AM Apr 22nd, 11:00 AM

For the Cry of the Roar

ONU McIntosh Center; Dean's Heritage Room

“For the Love of the Roar” summarizes Ohio Northern University’s athletics branding and how they present themselves to various audiences. The presence of the athletics branding even on social media platforms must communicate the brand essence of “team-orientation, ambition, pride, determination, integrity, and competitiveness” (ONU athletics Branding Guide).

Even with multiple varsity sports within ONU athletics, there needs to be consistency of how social media branding is used. It is important to communicate brand consistency in all social media platforms as branding is a critical aspect of any organization's identity and helps to distinguish an organization from its competitors.

By using different research strategies and tactics, I will be analyzing the effectiveness of the ONU athletics branding based on their social media platforms: Facebook, Twitter, and Instagram. A communication audit will evaluate the guidelines and branding of the athletic teams and find strengths and weaknesses. Marketing research strategies will evaluate demographics and other tactics and strategies will be used to determine the consistency of brand messages through graphic design. This research is still a work in progress and will be presented during the ONU Research Colloquium in April.