Does this campaign work? St. Edward's University's (TX) "Learn to Think" campaign is expected to continue to boost enrollment and inspire alumni, staff, and faculty giving.If you Live in the Austin, TX area and haven't been exposed to the ads touting touting the making of personal representations by a veterinarian to persons who are not clients in an attempt to solicit their business. St. Edward's University
The school was founded by the Rev. Edward Sorin, CSC , Superior General of the Congregation of Holy Cross, who also founded the University of Notre Dame in Indiana. , then you probably either Live in a cave or avoid aLL forms of mass media communication. It's hard to escape the ads--and not just because they're clever and funny, but also because they've been circulating throughout the Austin region for the Last three years. The ads are part of the university's "Learn to Think" marketing campaign, which was Launched in 2001 and designed to build brand awareness and recruit coLLege-bound students. So far, it has achieved its goals and more. Not only has enrollment grown nine percent from the fall of 2001 to the fall of 2003, but retention rates have aLso improved, undergraduate inquiries and applications are at record Levels, and faculty, staff, and alumni giving is at an all-time high. Part of the campaign's success is due to its multimedia nature. Comprised of four radio ads, three TV ads, three biLLboard ads, and two print ads, the campaign is able to successfuLLy reach its target audience, which includes colLege-bound teens and their parents, working adults who are prospects for undergraduate or graduate education, and donors and alumni. The campaign's tagline "Learn to Think" is intended "to open people's minds to critical and ethical thinking and to inspire people to want to make a contribution in the world" says Paige Booth, vice president of marketing at St. Edward's. BEST FEATURES * A touch o,f humor humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was . Most institutions shy away from Verb 1. shy away from - avoid having to deal with some unpleasant task; "I shy away from this task" avoid - stay clear from; keep away from; keep out of the way of someone or something; "Her former friends now avoid her" humor to convey their messages. But not St. Edward's. The radio ads are very funny and spark Listeners to tune-in to the commercials. * Down-to-earth images. The ad series is fun, creative, and playfully implemented. It gives the impression that St. Edward's is a place to Learn down-to-earth knowledge from people who don't take themselves too seriously. * Relevant themes. The TV ads offer familiar images that all viewers can relate to. The images reference a Western movie, as depicted by two gunfighters, a horror movie featuring a mad physician, and news footage of a tornado tornado, dark, funnel-shaped cloud containing violently rotating air that develops below a heavy cumulonimbus cloud mass and extends toward the earth. The funnel twists about, rises and falls, and where it reaches the earth causes great destruction. , which is effective because of the modern day interest in storms. * Clear, succinct suc·cinct adj. suc·cinct·er, suc·cinct·est 1. Characterized by clear, precise expression in few words; concise and terse: a succinct reply; a succinct style. 2. messages. The ads strive to promote one or two messages. As a result, the messages are dear and well received. * Easy access to contact info. The university's phone number and Web site are conveyed cLearLy on the radio ads and are well displayed on the print ads. * Great tagline. "Learn to Think" realty realty n. a short form of "real estate." (See: real estate) REALTY. An abstract of real, as distinguished from personalty. Realty relates to lands and tenements, rents or other hereditaments. Vide Real Property. sums up what the campaign (as well as the coLLege Learning experience) is aLL about. The Logo is nicely incorporated into the ads and Leaves a Lasting impression on the viewer/listener. * Good color variety. Not onLy is there a nice mix of black and white and color ads, but they're aLso used in the proper context. The Frankenstein TV ad wouldn't be effective in color, just as the "Lighting Projects" ad wouldn't be as effective without coLor. * Punchy punch·y adj. punch·i·er, punch·i·est 1. Characterized by vigor or drive: "He speaks in short, punchy sentences, using plain, populist words that excite" logo. The bold blue and yellow are striking color choices for the toga. * Nice academic tie-in. Not only do the ads relate to specific courses offered at the university, but aLL of the courses high-lighted sound interesting and fun. * Good use of students. It is smart of St. Edward's to include students in the ad images. It gives the ads a human, interactive feel. * Soothing Voices. Listeners wiLL take notice of the pleasant voice-overs on the TV and radio ads. NEEDS WORK * Risky images. In the "Rise of the City" print ad, the observing student Looks as if she is in a potentiaLLy dangerous situation she is on top of a pile of shaky building blocks that are being carefully balanced by the young boy. This is not a positive image. * Lacks broad appeal. These ads are less likely to appeal to traditionally aged students, particularly the black and white "Medical Ethics medical ethics The moral construct focused on the medical issues of individual Pts and medical practitioners. See Baby Doe, Brouphy, Conran, Jefferson, Kevorkian, Quinlan, Roe v Wade, Webster decision. " ad. They could have used a more modern-day scenario to depict the same message. * Spell-out course offerings. Because the ads highlight only a handful of courses, many people will not realize that the university does in fact offer more courses. * Missing info. The ads focus only on the courses offered at the university. They make no reference to the size of the university, the campus, activities, or cost. * Static images. The "Group Dynamics group dynamics: see group psychotherapy. " print ad, in which a student is placed in the middle of a football table, is a very static shot. Where is the action? * Odd sound choices. In the radio ads, the animal sounds don't work as a precursor to the "organizational communications Organizational communication, broadly speaking, is: people working together to achieve individual or collective goals. [1] Discipline History The modern field traces its lineage through business information, business communication, and early mass communication " course. SUGGESTIONS * Include modern themes. In the Medical Ethics TV ad, a more modern-day scenario, such as a cloning scene, could be used instead. * Re-evaluate images. In the "Rise of the City" print ad, it would be better to place the student in a different observation position so that the student doesn't look like she is in danger. ALso, in the lighting projects print ad, a different scene might work better, such as a scene of a lighting specialist for a play or an electrical engineer observing city lighting. * More action shots. IncLude more action in the football print ad, or choose a different sport or activity to relay the ad's message. * Highlight course diversity. These ads could highlight more than one course each. The ads could have specified that these are just a few of the many courses offered at St. Edward's. * Emphasize undergraduate students. The TV ads should zoom in on the students to emphasize the fact that these students are undergraduates. * Advertise Web site. Give the university Web site some prominence by placing the URL URL in full Uniform Resource Locator Address of a resource on the Internet. The resource can be any type of file stored on a server, such as a Web page, a text file, a graphics file, or an application program. on the television ads below the university logo. RADIO AD: "Chemistry" Background: restaurant noises and laughter from Guy and Girl. Guy stops Laughing, Girl continues. Guy: You ... umm ... you have a LittLe something there on your cheek. A Little to the right. Yeah, right there. Girl: Ohh, that's a birthmark birthmark, pigmented maldevelopment of the skin that varies in size, either present at birth or developing later. Birthmarks may appear as moles (melanocytic nevi) that vary in color from light brown to blue, and are either flat or raised above the surface of the . Guy: Shaped like a piece of asparagus asparagus, perennial garden vegetable (Asparagus officinalis) of the family Liliaceae (lily family), native to the E Mediterranean area and now naturalized over much of the world. ? Girl: Yeah, it's weird, but you know ... Guy: No, it's wonderfuL. Girl: Really? Guy: Yeah ... I Love vegetables. Announcer: Chemistry ... just one of the courses at St. Edward's University that will make you Look differently at the world around you. So if you want to be exposed to the big picture, in an intimate setting, visit us on the Web at St. Edward's "Dot" 'E' 'D' 'U' or call 448-8400 ... St. Edward's University, Learn to Think. RADIO AD: "Organizational Communication" Background: A wide variety of barnyard animals making all of their unique sounds and "taLking" to each other. Announcer: Organizational Communication. It's just one of the many ... Announcer: Organizational Communication ... just one of the courses at St. Edward's University that will make you Look differently at the world around you. So if you want to be exposed to the big picture, in an intimate setting, visit us on the Web at St. Edward's "Dot" 'E' 'D' 'U' or call 448-8400... St. Edward's University, Learn to Think. CAMPAIGN EVALUATION PANEL Sherrill Kushner is the parent of a coLLege junior. Keith Moore
Keith Moore (born 12 October 1960) is the author and co-author of several IETF RFCs related to the MIME and SMTP protocols for electronic mail, among others: Study beyond the level of secondary education. Institutions of higher education include not only colleges and universities but also professional schools in such fields as law, theology, medicine, business, music, and art. . Sara Lindholm is a senior at Guilderland High School Guilderland High School is a public high school located in Guilderland Center, New York. It is part of the Guilderland Central School District. Constructed in 1953, the high school has since undergone additions in 1955, 1959, 1965, and 1997. (NY). Jim and Kris McKeever are guidance counselors guidance counselor Child psychology A school worker trained to screen, evaluate and advise students on career and academic matters at Antigo High School (WI). |
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