Advertising

General Observations

The judging committee was very impressed overall with the professionalism and quality of the entries. One of the judges had judged a regional CASE competition a decade ago and remarked that there was an obvious improvement in quality of ads since that time. We carefully took into account the cost of production and whether an institution had used an outside agency or not. Unfortunately, there was a sameness to many of the entries produced in-house, and the work that really caught our eyes was usually produced by an outside ad agency or design firm.

In this economy, we did notice institutions trying to get the most from their marketing dollar. This is why, though the rules state that the emphasis should be on "paid media," we found it acceptable (indeed, smart) to place ads within an institution's own publications and create messages on one's own campus, a trend that will likely continue. We were delighted to see some nontraditional executions.

Many executions, while attractive and cleanly designed, featured faculty and students in tired testimonials with hackneyed, clichéd headlines and completely expected visuals. Several campaigns featured multiple ads with the same exact headline each time; same ad, different photo. Another problem was a lack of a unique selling point, or an important message hidden within a block of overly long body copy. Often it took us too long to realize what the ad was really about. Copywriting for advertising requires a different talent and discipline that required for writing a chancellor's speech or a press release, a problem that we think keeps higher ed advertising from engaging its viewers. Colleges exist to make people think- so why can't their ads? The pieces that we noticed and remembered did so by breaking through the clutter, presenting clear messages and concepts in distinctive ways that set their school apart.

Advice to institutions

If you can afford it, hire outside advertising help. Some agencies will do pro bono work. Colleges that are able to differentiate themselves will see results. Don't run ads just to talk to yourselves and your stakeholders. Once you find the right media outlet(s), make sure your advertising message has focus. Simplicity is so important.

A few judging wrinkles

Several schools sent in more than one campaign, which could be confusing, since the entries are not titled on cover sheets. One school sent in three outdoor boards as an "Individual ad."

Regarding the trappings and presentation of entries-less is more. The simpler the entry was, the better. Some entrants felt obliged to over-present with large notebooks of "supporting materials." There was really no need to sift through detailed media and production schedules, pie charts and "What we presented to the dean." Simple notebooks were fine, but extra tear sheets and sample publications, tabbed pocket folders and sticky notes were too much information and really just got in the way of judging the entry. The entry forms provided everything we needed to know about an institution's entry. We wondered if CASE should provide guidelines about more streamlined submissions.

Advertising Campaigns

Grand Gold Medal

Walsh College (Mich.) - "Live. Breathe. Business." Ad Campaign

Walsh College blew us away with their campaign: a big idea in a simple but elegant execution. (Using handwritten headlines and hand-drawn visuals on facsimiles of yellow legal pads, they kept their messages clean and consistent: In a magazine ad, a sketched graph illustrates the headline, "100% business courses; 0% fluff courses." In another print ad, a handwritten headline IS the plunging graph line itself: "Has there ever been a time in Southeast Michigan when great financial minds were more valuable?") The print ads and materials were clever, eye-catching, and strategically placed, but when the committee saw the TV spots, we knew we were looking at something special- the yellow pads were seamlessly incorporated into the compelling spots. We were also impressed by the relatively small price tag. Some direct quotes from the jurors:

• "Definitely a big idea. Great branding."
• "It has ‘positioning'-it says ‘business' and it cuts through the clutter, with consistency through all media."
• "Unique. It has succinctness, nothing superfluous. It's hip, too!"
• "Super smart media crossover. It's fun, but not frivolous."
• "A lot of creative bang for the buck."
• "It not only stands out in the realm of college marketing, but mainstream product messages as well. I wish I'd done this."

Gold Medals

University of Chicago (Ill.) - Odyssey Scholarship Challenge Advertising Campaign
University of Kentucky - "see blue" Campaign

Silver Medal

Aarhus University/Aarhus School of Business (Denmark) - YOUCHEW Customize Your Own Business Study

Bronze Medal

Virginia Military Institute Foundation - "Don't Be Ordinary" Mall Kiosk Campaign

Individual Ads

Gold Medal

University of Central Florida - "Breaking New Ground"

Silver Medal

Troy University (Ala.) - Interpreter Training Program Ad