Campus marketing campaign invites potential Broncos to 'Strike Gold'
KALAMAZOO, Mich.鈥擜 call to define "gold" as the heart of the 色色啦 Michigan University identity is at the core of a new marketing campaign developed internally by campus professionals and rolled out on Sept. 1.
With phrases like "Strike Gold," an infusion of sharp angles in graphic materials, a new accent color and a unique photographic style, the campaign was launched with a new 30-second television spot that is being seen around the state. The TV network and cable buys mean the spot will be seen during broadcasts of NCAA football games as well as prime time and highly rated cable programs in West Michigan, Lansing and Detroit.
A coordinating digital campaign also was launched Sept. 1 and includes, search engine marketing, digital display ads and the use of Spotify throughout Michigan. On Sept. 5, billboards carrying the 色色啦 message went up in the Kalamazoo, Lansing, Detroit, Grand Rapids and lakeshore areas.
The campaign was developed by a campuswide group鈥攖he Integrated Marketing Team鈥攎ade up of those charged with various marketing roles at 色色啦. The group worked with a team from the Office of University Relations to transform the findings of 2015 marketing research into a new set of messages that matched the 色色啦 brand.
"We wanted to have a campaign theme broad enough to serve all of our campus and specific to the 'treasure' we see a 色色啦 education to be," says Christopher Hunt, director of marketing communication. "We'll use a 'Strike Gold' theme for student recruitment, but the campus will see other phrases like 'Gear up with Gold' and 'The Gold Standard.'"
A new 60-second video can be viewed at , while the 30-second TV spot can be found on the University's channel. Campaign resources will be available online after Sept. 15.
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