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

Student Recruiting Campaign Concepts

Fall 2004

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

Internal Communications

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