April 21, 2008
Emory debuts first ad campaign
By Jan Gleason
Print ads featuring the work of several of Emory’s great faculty members are part of a pilot advertising campaign that Emory is running this spring. The campaign focuses on reaching affluent adults, over the age of 45 with high school-age children.
“Our objective is to increase Emory’s brand awareness and understanding,” said Una Newman, Emory’s chief marketing officer. “This advertising campaign emphasizes the amazing work of members of Emory’s great faculty, Emory’s location in Atlanta and Emory’s high ranking. This messaging strategy was developed based on audience understanding we obtained from Web surveys and focus group research that we conducted with target audience members.”
The print ads highlight the research of Frans de Waal, director of the Living Links Center at the Yerkes National Primate Research Center and C.H. Candler Professor of Psychology, and Katherine Yount, assistant professor in the Hubert Department of Global Health at the Rollins School of Public Health, and also focus on Emory College senior Julius Oatts’ experience doing research outside the classroom. The public radio sponsorship messages focus on measures of undergraduate student satisfaction with their Emory experience and the online ads focus on Emory’s location in Atlanta and its high ranking.
Chicago, San Francisco and Raleigh, N.C., were selected last summer as the cities for a pilot advertising campaign in fall 2007 based on a number of factors, including their size and market potential, synergies with alumni, admissions and Emory Healthcare activities, and a high concentration of schools and faculty.
The spring advertising campaign creative materials were developed by Radio Outhouse of Atlanta and include:
• Print ads that run in Delta Airlines’ in-flight magazine, Sky, during March, April and May, which complement NPR radio schedules by reaching a very similar audience;
• A six-week run of 15 sponsorship messages a week on “Morning Edition” on National Public Radio in Chicago, San Francisco and Raleigh; and
• An Internet advertisement, which complements the print and radio ads that will run for 500,000 impressions on U.S. News & World Report.com “Best Colleges” Web site.