Every high-ed marketer needs to get on our new YouTube Channel and watch the TV ads that are posted. It's an extremely valuable exercise to get a sense of the various strategies colleges are using to communicate about themselves. Compare Loyola Chicago's ads to the University of Cincinnati. Loyola is quiet, slow, and thoughtful while UC is loud and booming. Great examples of each institution communicating their brands.
What will really strike you (if you watch them all) is the common use of certain words: innovative, community, hands-on, global. You will want to create a little list for youself of words to ban from your marketing vocabulary.
SimpsonScarborough did not create ANY of these ads. We are a research and strategy company. But, we think it is so useful to see this large repository of TV ads all in one place. Probably the best way to get a sense of the approaches that colleges are using for marketing.
Happy viewing!
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