Current university students can all recall the college fairs, glossy brochures and media coverage various universities used to invite prospective students to consider them for their future. Oregon State’s division of university advancement is responsible for sending out such invitations for the school.
“Most students have encountered university advancement before they even set foot on campus,” said Todd Simmons, the newly appointed interim vice president of university advancement at OSU.
At the end of the 2009-2010 fiscal year, Simmons took over for Luanne Lawrence, who had been the vice president for the past six years. Lawrence is moving with her family to South Carolina, where she has accepted a position as vice president for communications at the University of South Carolina in Columbia.
Simmons’ position as interim vice president, which he will serve until a permanent replacement is hired, comes after nearly two decades of working with communications in higher education. Simmons’ experience includes his most recent position as assistant vice president of university advancement and his position as director of news and communication services at OSU.
Simmons first began his career in the world of press when he was 18. Attending the University of Florida, he reported for the school newspaper, later branching out to advertise for five other universities within the state.
Colleagues of Simmons say that he has the knowledge and background to take full responsibility over many different aspects of university advancement. The department is organized into various sub-departments, all of which will be led by Simmons.
“It’s a mixed bag on any given day,” Simmons said. “Anything from writing news to writing up remarks on the university.”
Simmons’ co-workers look forward to his leadership, trusting that he will move them in the right direction.
“I don’t expect we’ll lose a step as he comes on board,” said David Baker, director of web communications, a branch of university advancement.
This last academic year, it would have been hard for any OSU student to miss the bright orange stickers that littered dorm windows and rear windshields of cars. The festive advertisements were all part of the Powered by Orange campaign, a massive undertaking Lawrence, Simmons and their coworkers delved into last fall.
“Powered by Orange is easily the biggest campaign in the last 10 years,” said Melody Oldfield, director of university marketing, also a branch of university advancement. The campaign will continue over the course of the next couple of years. Its purpose is to revamp the outdated views of OSU and to clue people in to what is happening in the present.
Simmons said it is important that the outside world knows why OSU is unique and why people should further their education here. “We wanted to create a stronger buzz about the university.”
Originally formed to target Portland, Powered by Orange broadened its scope to encompass much more. From spotlights highlighting OSU achievements on the university’s home page to various press releases throughout the country, millions can learn what it means to be a Beaver through Powered by Orange. Not only is it important that we are “powered by orange,” but that we know what that means, Simmons explained.
“It’s important to educate people on what OSU is today and what an outstanding university it has become and its impact on science,” Simmons said.