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

* Where is the school's URL of contact information? The fact that neither the school's Web site nor general phone number is included in the ads is careless, and could hurt the campaign. Prospective students who see the ad and are interested in getting more information, have no apparent means to do so.

* How will the effectiveness of this campaign be measured? How many people will see these trucks? Will the university's target audience see the trucks? Is there any way to know if other display methods (such as billboards) are more effective?

Suggestions

* Add some action shots. Fewer vertical and formal poses and more of a sense of captured action could bring more life to the ads.

* After balance of diversity. Include minorities such as Asian Americans in addition to the African Americans in the ads.

* Keeps ads general. Instead of focusing on specifics (such as cancer research and technology), use more ads like the "Personal Frontiers" banner, to appeal to a wider range of prospective students.

* Include contact information. There should be some mention of the university's Web site or a general telephone number, so that prospective students can easily get in touch with the school

* Include the university's trademark red, the color many associate with Nebraska's legendary football team. This could be a valuable asset for the school and it's a shame not to include red in some manner.

* Enlarge the name of the university, and distinguish it from the rest of the ad type.

* Increase the size of the people, including the props around them. They may be too small to have an impact on a drive-by if the ads ate being spied in the midst of traffic and between buildings.

* Research demographics before launching the promotion. Did the marketing folks find out what kinds of people are driving the highways on which the trucks will be traveling? Do they know what percentage of those drivers may be: college educated? Prospective students or alumni? Already familiar with the University of Nebraska? They'll need to evaluate such criteria to determine if the campaign is successful

* Are trucks really an effective way to promote out-of-state enrollment? There ore many more economical and effective means of attracting out-of-state students. Some include advertising in regional issues of magazines read by the university's target audience, hosting recruiting nights before or after an out-of-state football game, or attending regional college fairs.

CAMPAIGN EVALUATION PANEL

Dr. Edward Klein is the parent of a college junior.

Keith Moore is principal of Keith Moore Associates (keithmooreassociates.com), a marketing and communications consultancy specializing in higher education.

Rosita Fernandez-Rojo is a guidance counselor at Choate Rosemary Hall (CT).

Sara Lindholm is a senior at Guilderland High School (NY).