The Bell Tower/Ninja Conspiracy
If you missed the Abeedle-created Kettering University “School Daze” online ad that was unveiled two years ago, now is your chance to revisit one of the most creative higher ed ad efforts in recent years.
It was all the rage at the AMA Symposium and I must admit I ponder the bell tower conspiracy-notion every time I’m on a campus. When Kettering launched their new marketing program this past fall, they communicated the unveiling on Google Video, highlighting the university, its students and president. The Kettering admissions site now has student filmed “myth busters,” with the first installment featuring an analysis of samurai sword swings (hmmm… is there a ninja and samurai conspiracy at Kettering?). Nothing conventional here, and that is the point.
The reason I point out Kettering’s efforts is that they are maximizing the use of creativity, the web, and communication vehicles to create messages that resonate with their potential student base. Think about your admissions messaging and ask yourself if you are hitting the mark with potential students through your efforts. Market yourself OUTSIDE of the bell tower limitations and buck the conspiracy. It’s working well for Kettering.