Advance Work: Hometown Heroes
CURRENTS Article Wilkes University is featuring prospective students in ads on pizza boxes, billboards, gas pumps, and cable channels and at movie theaters and malls.
Advertising Campaigns: University of Alaska-Statewide - Gold Medal
Best Practice The University of Alaska-Statewide-s fall advertising campaign consisted of a series of seven short videos, three print ads, and three cinema slides that advertised students and their experiences. Advertising pointed interested parties to the university’s Web site.
Advertising Campaigns: Alverno College - Gold Medal
Best Practice Launched in summer 2006, the primary objective of Alverno College's "The Alverno Art Campaign" was to generate interest, inquiries and ultimately applications.
PSAs and Commercial Spots: University of Alberta - Gold Medal
Best Practice University of Alberta’s new president, Dr. Indira Samarasekera asked for a national television advertising campaign that highlighted the university as embodying the Olympic ideal in its new “Dare to Discover” ethos (i.e., striving for personal best and serving peace, friendship, and understanding in the world). It was important that the ad make a connection between institutional pride and Canadian patriotism.
Advance Work: A Touch of Humor
CURRENTS Article How does a higher education institution catch the attention of the busy, no-time-for-school working stiff? Daniel Webster College might have found the answer. The college recently kicked off a series of ads aimed at attracting working adults to its accelerated undergraduate and graduate business-degree programs.
AdvanceWork: Ads with Bite
CURRENTS Article Problem/Solution: Disarming promotions from the College of New Rochelle catch listeners' and readers' attention.
AdvanceWork: Fruitful Marketing
CURRENTS Article Last year, Silicon Valley community-college administrators became concerned that the region's four-year institutions were attracting potential community-college students by incorrectly implying that community-college courses take longer to complete and are less relevant to the job market. Administrators needed to get the word out fast that their campuses offer convenient, online, weekend, and evening classes and cutting-edge programs for Internet-related careers. This article describes a collaborative public-service campaign to solve the communication problem.