Does this campaign work? The College of New Rochelle uses humorous images to sell liberal arts and humanities programs - and sometimes provocative - First Looks

University Business, July-August, 2002

LIKE SO MANY SCHOOLS founded in the early 1900s that were dedicated to instructing Roman Catholic women, the College of New Rochelle (New Rochelle, NY) has since been pushed to appeal to a broader audience in order to stay competitive. But in recent times, the college has determined it has another goal to meet, as well: It also must sell students on the relevance of the liberal arts and humanities.

The school's newest and most ambitious advertising campaign is designed to tackle both of these challenges. It uses humorous--and sometimes downright provocative--images to draw attention to the liberal arts and spiritual topics covered in its curriculum, Fortunately for CNR, one of the world's most reknowned advertising firms--McCann-Erickson Worldwide--stepped in to produce the campaign gratis, since one of the company's executives is a CNR trustee. The school's communications department did, however, have to cough up the $2 million to place print ads in The New York Times (with circulation throughout New York City; northern New Jersey; Fairfield County, CT; and Westchester County, NY), Long Island's Newsday, dailies in Westchester County (just north of New York City, where CNR is based), and some regional Catholic newspapers such as the Brooklyn Catholic. Billboard ads also appear in New York City subways, and in commuter trains throughout the tri-state area. Radio spots air on news, sports, and music stations with broad reach in New York City and beyond. The campaign will run for two years, say CNR spokespeople, and will introduce a new set of images in fall 2002.

BEST FEATURES

* The "burka" ad is powerful and especially relevant, given the events of September 11. I'm sure this is top-of-mind for many these days, especially students in the College of New Rochelle's key marketing area, which is the New York City, tri-state area.

* The mysterious eyes in the "burka" ad attract attention, and I like the strong use of black in the ad layout. One of the objectives of the campaign is to communicate how vital intellectual curiosity and spiritual life are to CNR. The challenge is also to speak to a sophisticated audience. With its powerful imagery and sleek delivery, this campaign does that.

* The "burka" ad definitely got my attention. It told me that there are a lot more than just scholastic issues being talked about on this college campus. Through these ads, I definitely felt this was a school that offered a strong humanities environment.

* The College of New Rochelle broadens its audience by reminding potential students in each ad that they can take one course at a time, as opposed to signing up for a full load.

* The radio spots carry the tone of the print ads. Both use humor to get attention--and they make their point.

HEEDS WORK

* I commend the school for taking on this level of graphic sophistication. Unfortunately, the "burka" ad sets the bar high for the rest of the campaign. The problem is that the other ads seem to fall short of this sophisticated, intellectual approach. This inconsistency will send a mixed message to target audiences. For example, the image of a woman taking control of the TV remote in the "Women, Gender and Power" ad is a cliche. This ad is less sophisticated than the other.

* The print ads don't match the sophistication of the radio spots.

* To say a woman is powerful because she now has control of the TV remote is demeaning; you would think that advertising firms would know that by now, wouldn't you?

* Perhaps a more forceful "battle of the sexes" moment could have been captured in a different picture; maybe a husband getting the morning coffee while his wife reads the newspaper.

* The photos so dominate the ads that I wonder if the casual reader will be drawn in enough to recognize the ads as being CNR's.

SUGGESTIONS

* Be sure to "piggyback" the print ads with the same images on the Web; in other words, make sure the Web site reflects the ads that are currently running.

* The e-mail address given at the bottom of the print ads turns out to be the URL for the Web site, but who would know that? Why not add the more conventional URL that is being offered in the radio spots? Otherwise, it seems as though CNR is not trying to drive interest to the Web site--and the school actually is.

* The mix of light humor in some ads and the use of more serious images in others, creates a feeling of inconsistency in the campaign. Mixing these emotions confuses the reader. I prefer consistency--either use light humor throughout, or focus on intellectual curiosity. Don't mix the two.

CNR'S "INARTICULATE" RADIO AD

The 30-second spot is targeted at those who need to improve public speaking skills

[Spot, opens with a round of applause.]

Man: Thank you. Whoo! I didn't know there'd be so many of you today. Urn, I was planning to ... uh, there are just so many of you. Whoa! Is it hot in here?

Announcer: Public speaking. One of many courses at the College of New Rochelle. One of many chances to change the course of your life.

Visit us at www.cnr.edu.