In January 1997, IU's first marketing campaign introduced the theme "Quality Education. Lifetime Opportunities."
Then, during the summer, a second state-wide campaign challenged individuals considering two-year associate degree programs to "Take 2@IU."
Now, for 1997-98, IU's marketing campaign returns to expand the theme "Quality Education. Lifetime Opportunities" and focuses on student recruitment.
Probably the most recognizable strategy in the campaign, once again, is television advertising -- although the campaign uses a full range of integrated marketing communications strategies: media relations, direct mail, print and radio advertising, and billboards.
"Throughout the development of the marketing process, there has been growing collaboration and coordination among professionals on all eight campuses," noted JT. Forbes, assistant vice president for public affairs and government relations.
"With this campaign, we are working not only with marketing, but with admissions and technology professionals, integrating our outreach activities on each campus and university wide."
An important aspect of the new campaign is emphasis on providing personalized, informed response to people who call the toll-free number, 1-888-9 CALL IU, or visit the new admissions' page by clicking on the state logo on the university's home page.
"With our first two campaigns, we answered phone inquiries through the Office of Communications and Marketing. The associate of arts degree program calls were handled at the degree coordinator's office, using staff and voice mail," said Nancy Clensy, marketing assistant for implementation. "Increasingly, we felt it just wasn't good enough."
With this new campaign, IU's phone and Web inquiries are handled by a 24 hour service that provides each phone inquiry with a personal, live response and also captures a wide range of data from both sources for research and measurement. A view of the information collected from each contact can be found on the new admissions' home page.
"As we move forward, we will continue to expand our research and measurement capabilities and activities," said IU Vice President Christopher Simpson.
"Our integrated marketing program has made great strides in one year. Initiatives are underway in every area of the university to capitalize on the heightened visibility it is giving IU's academic excellence."
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