Ohio State Launches “BUY BUCKEYE” Awareness Campaign
Ohio State enjoys the spirit and support from one of the nation’s longest standing alumni associations (now nearly 500,000 strong) and one of the nation’s largest single-campus enrollment. One of the ways that Buckeyes show their pride is through Ohio State merchandise. What they may not be aware of is that every time they purchase official Ohio State gear, they are also supporting student scholarships and other university initiatives that maintain a legacy of tradition and excellence.
The Office of Trademark and Licensing, University Communications and the Department of Athletics, teamed up to create an awareness campaign to promote the importance of buying officially licensed merchandise called BUY BUCKEYE. The team engaged the Advancement internship program as a unique way to integrate student perspectives and provide learning opportunities for integrated branding. The results: an upbeat “Look for the Label” video to be deployed through social media and athletic media assets.
Ohio State’s trademarks are among the most popular collegiate emblems nationwide. To date, the Licensing Program has generated over $161 million in royalty revenue from approximately $3.25 billion in licensed retail sales.
The university trademarks have been registered in the state of Ohio and the United States since 1974, and continue to expand overseas. The Office of Trademark and Licensing is responsible for the registration and use of the Ohio State brand on products and services; university promotions and advertising; sponsorships; and affinity programs. By ensuring that all products and services bearing the university trademarks are aligned with the university mission, of high quality, the Office reinforces Ohio State’s reputation as one of the nation’s top universities.
For more information on The Ohio State University Licensing Program and how to BUY BUCKEYE, contact: trademarklicensing.osu.edu.