About the Episode
n this episode of The Application, Corynn Myers sits down with Kevin Saghy, Head of Audience Engagement at The Ohio State University, to discuss Ohio State’s innovative approaches to student engagement, brand experience, and creating meaningful connections with their audience. From an impactful "Buckeye Love" kindness campaign to redefining audience engagement roles in higher ed, this conversation highlights how experiences can differentiate institutions in an increasingly competitive landscape.
Key Takeaways
- Kindness as a Brand Strategy: Ohio State’s "Buckeye Love" campaign centered on kindness and community, fostering meaningful, memorable moments across campus.
- Evolving Brand Equity: Institutions can strengthen their reputation by nurturing core values like a sense of community and belonging, especially in challenging times.
- Centralized and Decentralized Collaboration: Breaking down silos and empowering campus units to contribute to central campaigns can lead to impactful, authentic experiences.
- Surprise and Delight Marketing Works in Higher Ed: Personalized touchpoints, from handwritten notes to creative giveaways, can strengthen bonds with students and alumni.
- Measuring Experiences Beyond Numbers: Creating meaningful moments requires new metrics and qualitative feedback to measure emotional impact and long-term brand equity.
Episode Summary
Why Ohio State Created a Role for Audience Engagement
Kevin Saghy’s role as Head of Audience Engagement reflects a forward-thinking approach at Ohio State. With marketing and communications now united under the president’s office, the focus has shifted to creating cohesive, student-centered experiences. By integrating the audience’s perspective, the university seeks to deliver impactful, personalized interactions that resonate beyond traditional metrics.
This restructuring was inspired by new leadership and a recognition of the need for higher ed to better meet students’ evolving expectations. As Kevin noted, delivering the right content at the right time ensures that Ohio State becomes not only a choice for education but a community for life.
What Was the Goal of the "Buckeye Love" Campaign?
The "Buckeye Love" campaign, originally a Valentine’s Day-inspired initiative, has evolved into a broader kindness-focused effort. Recognizing the emotional toll of the past two years, the campaign aimed to spread positivity and reinforce Ohio State’s commitment to community.
The campaign included:
- Simple Acts of Kindness: Distributing 40,000 cards across campus with personalized thank-you notes and blank templates for students to pay it forward.
- Visibility Through Student Volunteers: Over 140 student volunteers placed cards in dorms, passed out treats, and displayed encouraging signs around campus.
- Empowering Units: Each department and college was challenged to create their own kindness activations, resulting in personalized experiences like free cookies at the library and therapy dog visits.
This day-long initiative emphasized the feeling of belonging and care, aiming to touch every individual on campus. As Kevin put it, "You couldn’t turn a corner without experiencing a moment of kindness."
How Do You Measure the Impact of Kindness?
One of the biggest challenges with campaigns like "Buckeye Love" is measuring their success. While traditional metrics like hashtag use or social media reach can provide some insights, the true value lies in the feelings and memories created.
Kevin highlighted the importance of:
- Qualitative Feedback: Gathering stories from students, faculty, and staff about their experiences during the campaign.
- Surveys: Assessing how students perceive Ohio State’s sense of community and their connection to the university over time.
- Memorable Stories: Tracking individual anecdotes, like students choosing Ohio State after a late-night social media response, as powerful evidence of impact.
Ultimately, the campaign’s success lies in fostering long-term loyalty and advocacy among students and alumni, even if the immediate results aren’t fully quantifiable.
What Can Higher Ed Learn From Surprise and Delight Marketing?
Ohio State’s approach to surprise and delight goes beyond one-off activations. By embedding personalized, memorable experiences into their marketing strategy, they’re creating a brand that students and alumni want to talk about. Whether it’s responding to a late-night Instagram DM or sending care packages to families, these small gestures build lasting connections.
Kevin’s advice for higher ed marketers:
- Leverage Collaboration: Partner with student life and other campus units to scale creative efforts without overwhelming central communications teams.
- Empower Students: Hand over creative control where possible, particularly on platforms like TikTok, to foster authenticity.
- Celebrate the Personal Touch: Even small actions, like handwritten cards or giveaways, can have an outsized impact on students’ perceptions of your institution.
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