The Office of Marketing and Communications is responsible for some of the most trafficked pages across the osu.edu domain. We manage the front door, the news, key utilities and hundreds of story pages to support the brand experience in the digital space.
Data reflected covers the first half of Fiscal Year 2025: July 1, 2024 – December 31, 2024
The team produces hundreds of stories each quarter – delivering the news, covering the strategic initiatives of the institution, supporting our partners, highlighting our accomplishments and featuring our students, faculty and staff. In total, the team produced 230 news stories, generating over 279K unique pageviews in the first half of FY25.
Explore examples of the most popular new stories across our storytelling sites, determined by the total volume of unique pageviews during the first half of FY25.
To support the Ohio State News ecosystem, we sent over 5.8M On Campus emails in the first half of FY25. By incorporating email design best practices and test and learn methodologies, On Campus click rates for faculty and staff improved by 7.5% during that period.
We utilize a strategic approach to media relations to enhance the reputation and visibility of the university through its work with local, regional, national and international media. The University was mentioned or featured more than 62,345 times in digital and print news publications during the first half of FY25.
Our teams develop timely, engaging posts with captivating videos and photos to inform, entertain and engage our audiences on a variety of subjects, guided by university initiatives and priorities. Our goal is to deliver the right content to the right audience through the right platform to increase audience affinity, audience growth and engagement. In the first half of FY25, the team published 1,089 posts and ran multiple paid social campaigns that generated 82.5 million impressions and 4.9 million engagements. The Ohio State University social media audience grew by 170 thousand followers (+7.4%) across six platforms.
First half of FY25 total followers: 2,479,620 (+7.4% increase compared to FY24)
Social media channels continue to drive a significant volume of impressions to bring awareness to the institution. Last fiscal year, we changed our strategy to a quality > quantity approach and adjusted our posting cadence to ~1x/day on each platform. We’ve also built a new strategy for paid social ads targeting multiple audiences. While this resulted in fewer impressions due to less volume, it positively impacted our audience growth, engagement and engagement rate.
*Includes paid and organic impressions for Facebook and Instagram
Q1-Q2 FY25 total impressions: 82,524,383 (+13% increase compared to Q1-Q2 FY24)
*Includes paid and organic engagements for Facebook, Instagram and TikTok
Q1-Q2 FY25 total engagements -- 4,868,155 (-6.7% decline compared to Q1-Q2 FY24)
In the first half of FY25 Ohio State was leading its public peers in total engagements in all public content related to the university generated across Twitter, Instagram and Facebook.
Ohio State is #1 compared to private peers in total engagements in all public content related to the university generated across Twitter, Instagram and Facebook.
Over the course of the year, professionals in the Office of Marketing and Communication will complete hundreds of projects in support of university initiatives. Explore the projects below to learn about some of our favorites, view our impact and see how we deliver a cohesive brand message throughout our work.
Data for this page is managed by the Marketing Performance Analytics team. Definitions are common across the Marketing and Analytics community. Learn more below about what is collected to create this page or contact adv-marketinganalytics@osu.edu with questions.
Three primary content vehicles are used by the Office of Marketing and Communication for storytelling and news publishing on the osu.edu domain.
Ohio State uses Cision to track media placements across news sites and blogs. Posts on social networking sites are not included in these values. Media placements include online outlets and offline print outlets.
Source: https://help.cision.com/help/how-news-monitoring-works
Ohio State uses Google Analytics to track web traffic and behaviors across the osu.edu domain.
Ohio State uses Sprout Social to track social media performance and SEMRush to monitor peers in the social space.
Ohio State uses Salesforce Marketing Cloud and PressPages to deliver email newsletters and email communication to external and internal audiences. The primary newsletters distributed include: