University Advertising/Awareness Hired ad agency, Russell & Herder, in 1999 1999-2004--focus on...
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Transcript of University Advertising/Awareness Hired ad agency, Russell & Herder, in 1999 1999-2004--focus on...
University Advertising/Awareness
• Hired ad agency, Russell & Herder, in 1999• 1999-2004--focus on student recruiting • 2004--added an institutional awareness campaign (graphic
below is a billboard from that campaign)
Student Recruiting Campaign (with Russell & Herder)
Budget limited campaigns toeastern Minnesota
Wisconsin (new this year: Wausau, Milwaukee, Racine)
UP
northern lower Michigan
Student Recruiting Campaign
For student recruiting, we useRadioNewspaper/print ads Television adsOutdoor ads (example below)
Student Recruiting Campaign
Russell &Herder re: brand positioning:
Focus on student needsCommunicate well-rounded institutional image (not narrow academic niche)Appeal to receiving a top-notch education
Student Recruiting Campaign
Russell &Herder--key messages:
Michigan Tech:Offers best possible education option
Offers diverse opportunities for the future
Has a unique spirit matching what smart HS students value
Institutional Awareness Campaign
Started in spring '04Outdoor advertising
Print advertising
Markets: UP, Wisconsin, Minnesota, lower Michigan
Web Initiative--Flash/Postcard SeriesMailed to students prior to junior year. Drive them to website.
www.mtu.edu/build2002 Admissions Advertising Award2002 Communications Concept Award
www.mtu.edu/write
Other Recent Mktg/Awareness Initiatives
• Highway Banners w/Student Activities Office• Downtown Houghton Chamber Kiosk• Ads for Summer Session in newspapers across UP• “New Majors” page on web• Environment brochure/website with feedback form
Media Relations
Write/promote research stories to local, regional, and national media
Write/distribute hometown news releases for commencement, dean's list, enterprise teams, senior design teams, other student organizations
Respond to media queries
Communicate awards, announcements
Video news releases
News web site (www.mtu.edu/news)
External Communications
• Alumni magazine (three/year)• University annual report• Research magazine (annual)• Weekly alumni e-mail newsletter• Web sites: alumni, Carnival, Clean Snowmobile• Web cams• Promotional videos