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The five new spots copy the look of spots produced last fall for Phase I and expand on the theme of "Quality Education. Lifetime Opportunities" by adding a focus on student recruitment.
This strategy was determined by marketing professionals throughout the IU system and based on marketing research that indicates a good positioning statement should be effective for at least three years. These professionals attributed positive results on their campuses in part to the first commercials and felt strongly that the theme should be reinforced.
"We ensured continuity in look and theme by working with the same agency and production house," explained Sandra Conn, director of marketing in the IU Office of Communications and Marketing. "We returned to the same set and, just as before, featured talent in the form of real IU students and graduates."
The messages upon which scripts were developed were also tested in the same fashion as those in the Phase I campaign.
"The scripts were written by staff members in the Office of Communications and Marketing, and then were tested in a dozen focus groups of IU students and potential students in Gary, Indianapolis, Kokomo and New Albany," said Susan Williams, assistant director of marketing. "Testing our messages is time-consuming, but worth every second.
I see our focus group participants as the real marketing experts.
They tell us in no uncertain terms what messages are meaningful to them."
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