‘Youniversity’ campaign garners regional awards
FOR RELEASE: Wednesday, February 28, 2007
Huntington, Ind.-Huntington University's "Youniversity" campaign won nine honors at the local Advertising Federation of Fort Wayne ADDY (R) Awards show on Feb. 17. The ADDY (R) Awards are a three-tiered, national competition sponsored by the American Advertising Federation's 200 member clubs and 15 districts nationwide. Entrants compete at the local level, and winners advance to the regional and then national competitions.
Feb. 9, the "Youniversity" campaign also picked up awards in the 22nd Annual Admissions Advertising Awards, a national competition judged by a panel of advertising creative directors, marketing professors and the editorial board of Admissions Marketing Report.
Brand Innovation Group (Big) in Fort Wayne devised the "Youniversity" campaign theme to increase campus visits and capture the unique selling point of the university, its "whole-person" education. Big rolled out "Youniversity" in the summer of 2006 with five, high-energy, light-hearted brochures.
"We want the brand image of Huntington University to be associated with quality and excellence but also with a compelling and inviting personality," said Jeff Berggren, vice president of enrollment management and marketing. "The projects we have partnered on with Big have accomplished that, and we look forward to the ideas that will emerge for our next round of promotional materials."
Additional facets of the campaign included a national print ad series, theater billboard advertising and special event marketing. For college fairs, Big created interactive CDs featuring music from up-and-coming contemporary Christian bands as well as a link to www.huntington-youniversity.com.
In 2006, campus visits increased 44 percent over the previous year.
"Big's branding expertise has played a major role in the increase in prospective student traffic," Berggren said. "They've brought a fresh, progressive perspective to our higher education marketing. In our recruitment literature, in particular, they've helped us land not only on the top of the pile-but to create a pile of our own."
The ADDY (R) awards
Best In Show/Interactive: www.huntington-youniversity.com
GOLD - CD/DVD/VHS or Cassette Packaging: "Youniversity" Mini-Viewbook
GOLD - Four-Color Brochure: Youniversity Viewbooks
SILVER - Brochure - Campaign: Youniversity Viewbooks
SILVER - Flat - Campaign: Variable Print Postcards (Recruitment campaign)
SILVER - Specialty Advertising - Other Merchandise: Inspirational Postcards (Revolve Tour Inserts)
SILVER - Consumer-Interactive Multimedia: Youniversity Mini-Viewbook
SILVER(2) - Mixed Media(Cross Platform) Campaigns: Youniversity brochures/Web site & Variable Postcards/Web site
22nd Annual Admissions Advertising Awards
Brochure
Group 1: School under 2,000 students
GOLD - Admissions Brochure
Search Pieces
Group 1: School under 2,000 students
BRONZE - Printed Post Cards
Television Advertising/Series
Group 1: School under 2,000 students
BRONZE - TV Commercial Campaign
