Does this campaign work? University of Nebraska semis are cruising the highways to boost out-of-state enrollment and build academic brand awareness—and they're carrying high hopes - First Look

University Business, March, 2004 by Alana Klein

The 53-foot semitrailers you see on the road do more than just cruise the highways, unload goods, and hit the rest stops. They also serve as an important advertising medium--one that can reach a broad, diverse audience, 24/7. In fact, food and beverage companies have been advertising via trucking for decades. But, higher ed hawking on semis? Administrators at the University of Nebraska seem to think the time is right to hop on board. The 46,000-student institution just shelled out $36,000 for a new marketing campaign in which five semitrailers, each bearing one or more promotional slogans for the university, will roll across the U.S., Canada, and Mexico over the next eight years. The trucks were donated by Crete Carrier (www.cretecarrier.com); the trailer maker Wabash National (www.wabashnational.com) applied the vinyl at no charge; and the University of Nebraska Foundation subsidized the campaign's production and design costs. The semis transport household goods and sport three ads in total (some trailers feature the same ad on both sides; others carry two different ads), according to Sharon Stephan, marketing director for the university. The campaign's theme, Pioneering New Frontiers, includes the slogans "Pioneering personal frontiers," "Pioneering new frontiers in cancer research," and "Pioneering new frontiers in technology."

"The slogans are part of an umbrella campaign designed to supplement the other measures we're taking to increase awareness," Stephan says. "We'll begin to layer the promotion by pitching stories to the media about, for instance, a breakthrough in cancer research." The effort is designed to build the university's academic reputation over time, she says. But with only about 13 percent of the university's undergrads and about 30 percent of its grad students out-of-state residents, "there is also a mandate for aggressive out-of-state recruiting over the next five years," she adds.

And the university hopes to reach alumni with the campaign. "We want them to stay connected to the university," Stephan explains. "We want them to see the trucks and think 'Wow! That's my university behind that campaign: "

Best Features

* The images and messages ore simple and memorable--all-important, considering the "drive-by" nature of the campaign.

* The truck ads ore eye-catching and visually distinctive--well shot, with bright and exciting attention-grabbing colors. "They will likely be the most attractive trucks on the road."

* All truck ads reflect the distinctive University of Nebraska logotype, which makes for good university branding.

* The artwork clearly conveys the university's academic offerings. The cancer research and technology slogans immediately identify the school's involvement in biotechnology and computer sciences. "Pioneering personal frontiers" portrays the university's commitment to diversity of student body and coursework.

* All text is easy to read due to strong color choices and contrasts.

* The artwork supports the campaign's purpose. The use of a background that invokes a sense of sky and atmosphere fits well with the theme of "pioneering new frontiers."

* The trucks ore likely to attract media coverage and compel journalists to write about them. Smart University of Nebraska PR staffers are ensuring coverage by contacting targeted media.

* The ads bring awareness of the university to students and parents who may not have heard of it, or considered it an option.

* The three ads reinforce and reprise each other. The banners are effective not only individually but also as a series. Several sightings could have excellent reinforcement value.

Needs Work

* Ads could use more action photos. The people images, though smiley, are a bit posed. A more candid approach would help.

* The ads" diversity seems a bit forced, while at the same time exclusionary. No Asian Americans appear in the ads, which could reduce campaign effectiveness in certain cities.

* The ads offer no sense of campus. Prospective students are interested in seeing pictures of the university's campus, since this is where they'll be spending most of their time.

* The university name fades into the background. The contrast is strongest with the white-on-blue print. The dark print drowns out the "University of" and all that is discernible is "Nebraska."

* The cancer research and technology ads are too specific. What about students who are not interested in those fields? They might be turned off to the promotion of even develop an aversion to the school because of the ads' specificity.

* The audience of the ads is unclear. Most students pursuing an undergraduate degree will most likely not be pioneering new frontiers in cancer research or technology, so who ore these ads for?

* The ads ore sophisticated and a bit intimidating. Despite their attractiveness, the acts do not seem to have much appeal for young, prospective students, especially those who have not figured out their career plans, let alone major of study.

* Basic information about the school is not included, such as class size, value, university resources--information that college-bound students and their parents want to know.