Daily Resource Feed 02/14/2012
Posted: February 14, 2012 Filed under: Uncategorized
When the ‘A’ in U.C.L.A. Stands for ‘Achievement’ – Campaign Spotlight – NYTimes.com
Universities increasingly sell themselves to college bound high school students and their parents. In this article, UCLA’s campaign is described. There are traditional media components but also a heavy emphasis on social media.
The campaign has a section devoted to it on the U.C.L.A. Web site, ucla.edu/optimists, and is getting shout-outs on the U.C.L.A. fan page on Facebook and on the U.C.L.A. Twitter feed, where those who send messages are asked to use the hashtag #optimists.
The video clip can also be watched on YouTube.
The campaign, now getting under way, is for the University of California, Los Angeles
. The campaign proclaims that U.C.L.A. is the home of “the optimists,” people who are risk-takers, rule-breakers and game-changers.
The campaign is the first for U.C.L.A. from an agency named 160 Over 90, which is based in Philadelphia and recently opened an office in Newport Beach, Calif.
The agency has also created ads for institutions of higher learnin
g like Michigan State University, Loyola University Maryland and the University of Dayton.
That work underscores the growing presence of universities and colleges as advertisers in the media. Their goals include selling themselves
to prospective students and the parents of those students, seeking donations from alumni, recruiting faculty members and improving their standings in various surveys.
The U.C.L.A. campaign has a small budget, estimated at less than $500,000, for a couple of reasons. One is that much of the campaign is appearing online; there is also print advertising, in newspapers.
The video clip can also be watched on
The campaign has a section devoted to it on the U.C.L.A. Web site, ucla.edu/optimists
, and is getting shout-outs on the U.C.L.A. fan page on Facebook
and on the U.C.L.A. Twitter feed
, where those who send messages are asked to use the hashtag #optimists.
The new campaign is meant to celebrate “the optimism that abounds on our campus,” she adds, “even in challenging times,” and shine a spotlight on “the dynamism and vitality” as well as the history and legacy of the university.
The way to do that, Ms. Turteltaub says, is to focus on “the icons” from U.C.L.A. “who made their mark in whatever fields they choose” and describe their “accomplishment, success, barrier-breaking.”
“This is the place that gives you the opportunity to be a game-changer,” Ms. Turteltaub says, “and you’ll choose the game.”
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