Oklahoma Hall of Fame - Case Study - Saxum

WorkOklahoma Hall of Fame


The Oklahoma Heritage Association focuses on telling Oklahoma’s story through its people, and each of its programs strives to accomplish that goal.

The organization has hosted the Oklahoma Hall of Fame for the past 87 years. Being inducted into the Hall is the highest honor an individual can receive from our state. The Association also supports education in a variety of ways and is the leader in publishing Oklahoma’s history. In the organization’s Gaylord-Pickens Museum, visitors can meet Oklahomans past and present through high-tech, interactive exhibits.

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The Oklahoma Heritage Association had low brand recognition among the general public, and the use of multiple names (i.e. the Oklahoma Heritage Association, Gaylord-Pickens Oklahoma Heritage Museum and Oklahoma Hall of Fame) had created confusion, further diluting the recognition of the brand. The public did not associate the Gaylord-Pickens Museum and Oklahoma Hall of Fame with the Oklahoma Heritage Association, and they wanted to take action to remedy the problem.


Saxum recommended undergoing a brand refresh in which we would analyze the association’s brand to find the pieces with the most brand equity in the state. From there, we would realign the brand under one name and refresh the brand messaging, tone, terms, logos, etc. We would also create a short-term road map of next steps to promote the refreshed brand and a new brand standards guide as a tool for current and future employees to utilize in material development.


Of all the names previously used by the association, the Oklahoma Hall of Fame was best recognized in the state. When emails had Oklahoma Hall of Fame in the subject line, the association saw a 44 percent increase in the open rate, and website visits increased by 84 percent during 2014 Hall of Fame week. With these analytics, Saxum recommended moving forward with the overarching brand name Oklahoma Hall of Fame.

We created a 10-page brand standards guide that outlined brand positioning, personality, preferred language and terms, key messages, image guidelines and logo, font and color rules and usage examples. We also provided short-term public relations, digital, website, social media and marketing collateral recommendations on when and how to revise all marketing materials and effectively promote the new brand to audiences across the state.


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