The SUNY Empire State College fall promotional campaign is underway, according to Director of Marketing Renelle Shampeny.
“The primary objectives of this campaign are to generate awareness and leads for the college. With that in mind, more resources have been shifted towards mass media, including television, radio, print ads and, in New York City, subway posters and street banners,” she explained. “These media will be combined with more targeted Internet marketing and direct mail to prospects to reinforce the college’s message, generating interest and leads.”
The radio broadcast campaign is built around traffic and weather sponsorships. These ads include 10- and 30-second spots.
The college’s award-winning T.V. commercials will run on stations chosen based on demographics, the popularity of their shows and cost.
Postcard mailings went to more than 50,000 prospects who have inquired about undergraduate studies with the college, but have not yet applied. The postcard features a cartoon by college graduate Barbara Smaller '96, a cartoonist for The New Yorker, which she is allowing the college to use without charge. (See the postcard here.)
A new print ad is running in newspapers.
New York City Subway
Four different subway posters were mounted in New York City featuring photographs of actual students and alumni. These posters will be up in 1,000 cars throughout the city; the college agreed to run them for one month, but ads sometimes remain up for as long as four months if they are not replaced by other ads. The subway posters provide excellent exposure and many leads.
Banners will be hung in two locations in New York City for one year.