USP Launches Fall Advertising Campaign
"usp.edu" Makes Its Debut
its fall advertising campaign today, Monday,
October 29, focusing on undergraduate students and
their influencers. This campaign will run for nine weeks, and it includes
two new radio spots, traffic sponsorships, billboards, and bus backs.
Running through the end of December, the advertising also debuts USP’s
new domain name: usp.edu,
thus officially retiring the “i” in our web and e-mail addresses
(see box below for more detail).
First bus back
and billboard to be displayed.
Can you See It?
The outdoor advertising will launch on bus backs and billboards (located on I-95
and I-76) with HEALTHCAREER,
which applies to nearly all of USP’s majors, followed by PHARMACISTUDENT.
Next, will be SCIENTISTUDENT and STUDENTREPRENEUR,
only on bus backs. USP marketing staff were able to select bus routes that travel
through prospective targeted feeder high school communities. An aim of
the campaign is to drive prospective students and their parents to usp.edu for
more information where the images will be repeated for reinforcement.
Cutting Through the Clutter
The advertising was developed by the Brownstein Group, a Philadelphia-based
marketing firm, and was pre-tested by USP marketing staff to incorporate
feedback from prospective students and other stakeholder groups.
The outdoor campaign features four blended words against a solid
black background, creating a dramatic effect that is expected to
cut through the clutter of some other university outdoor campaigns
currently on display. The radio spots feature the accomplishments
of Kenneth Kinzler PH/TX’83
and Michele Fontana MPT’90 and mirror the ‘career transition’ message.
Listen to the radio spots: spot
1 | spot
- The advertising
message focuses on some specific qualities and outcomes of
a USP education.
- The campaign
extends the focused exposure for USP’s
pharmacy program, launched through a billboard and radio campaign
in 2006 and expanded through summer 2007. Click here for
- The fall
2007 campaign is the precursor to a larger and broader campaign that
will launch in 2008.
e-mail addresses lose the vowel, too
transition from @usip.edu to @usp.edu will be seamless for
faculty and staff and is currently in effect. The change
will be transparent to both the sender and the recipient.
The address change will apply to students in January 2008,
to give IT time to communicate and guide the students through
the process. There will also be some
implications for campus listservs. More information
will be forthcoming shortly from IT. So, stay tuned!
advertising commences progressive repositioning of USP in upcoming advertising and public relations,” said Rod Miller, senior vice president
of marketing and development . “USP must extend its visible presence
in the marketplace during this peak undergraduate recruitment period.
In addition, the campaign touches on the diverse character of USP
and strengthens the positioning of its OT, pharmacy, PT, and other health and science
URL Retires the "I"
to “usp.edu” recognizes
the academic identity of the University on the web. By eliminating the “i” in
our URL and e-mail, the identity of the University will be reinforced
in all of our communications.
and staff are asked to begin using the new URL and e-mail address in
all communication. To allow for use of existing letterhead stock, new
letterhead that also incorporates the addition of the Mayes College
of Healthcare Business and Policy will be distributed for use from
January 2008 onwards. New business cards may be ordered as needed to
reflect the "usp.edu" domain
and the e-mail address change for faculty and staff.
anyone like to buy a vowel?
Let’s give the “i” in usip a happy
send-off! Faculty and staff are requested to change e-mail
signatures (and anything else) to reflect the new domain
information on how this transition will take place will be described
in future issues of Inside USP. Technical concerns related to the e-mail
address will be addressed by Information Technology (IT).
be on the lookout for USP’s
new fall campaign.