Niagara University’s “What’s On Your Mind?” advertising campaign garnered a silver medal in a national competition of college and university marketing materials.
Niagara’s 2012-2013 advertising strategy earned the Collegiate Advertising Award among competing colleges with between 2,001 and 5,000 students.
“What’s On Your Mind?” comprised a seven-part series of 15-second commercials that addressed critical issues students face when selecting a college. The spots were formatted in a manner that began with a student voicing his or her concern before concluding with an NU-related statistic that corresponded with the topic. Subjects included job placement, campus involvement, financial aid, and community service and study abroad opportunities.
“There are so many great stories here at Niagara, and it’s great to be able to communicate these through our advertising vehicles,” said Tom Burns, associate vice president for public relations, communications and marketing. “This is a great honor for the university, and our partners at Crowley Webb, and we look forward to continuing to tell the story of Niagara in our advertising.”
Conceptualized by Crowley Webb, the commercials aired during strategically targeted programming in the Western New York, Rochester and Syracuse markets.
These spots were also tied into online advertising campaigns on sites like Facebook, YouTube, SparkNotes and Pandora. In addition, the ads were featured prior to movie showings at Regal Cinemas throughout Western New York.
More than 700 entries from the United States and Canada were submitted in the CAA competition’s multiple categories, designed to highlight communication, marketing and advertising initiatives. Panels of industry experts judged such criteria as creativity, layout and design, functionality, message effectiveness, production quality and overall appeal.
Silver Awards were granted for a score of 90-94, comprising the top 12 percent of the nation.