University Advertising/Awareness

1
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)

2
Student Recruiting Campaign (with Russell
Herder)

• Budget limited campaigns to
• ?eastern Minnesota
• ?Wisconsin (new this year Wausau, Milwaukee,
  Racine)
• ?UP
• ?northern lower Michigan

3
Student Recruiting Campaign

• For student recruiting, we use
• ?Radio
• ?Newspaper/print ads ?Television ads
• ?Outdoor ads (example below)

4
Student Recruiting Campaign

• Russell Herder re brand positioning
• ?Focus on student needs
• ?Communicate well-rounded institutional image
  (not narrow academic niche)
• ?Appeal to receiving a top-notch education

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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

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Institutional Awareness Campaign

• Started in spring '04
• ?Outdoor advertising
• ?Print advertising
• ?Markets UP, Wisconsin, Minnesota, lower
  Michigan

7
Student Recruiting Campaign ConceptsFall 2004
8
Web Initiative--Flash/Postcard Series Mailed to
students prior to junior year. Drive them to
website.
www.mtu.edu/write
www.mtu.edu/build 2002 Admissions Advertising
Award 2002 Communications Concept Award
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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

10
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)

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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

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Internal Communications

• Tech Topics (weekly)
• In the News weekly compilation
• alldepts list