University's marketing efforts win national awards
Monday, April 6, 2009
ST. CLOUD, Minn. – Work done to market St. Cloud State University – a brochure, a magazine ad, television spots and a branding project – have brought the university recognition by two groups.
Two pieces developed for recruitment purposes won awards in the largest educational advertising awards competition in the country. A four-color magazine ad, "What’s Your World," took a Gold Award and a brochure, "Make It Your World," took a Merit Award in the competition sponsored by Higher Education Marketing Report.
The 24th Annual Admissions Advertising Awards competition had attracted more than 2,000 entries from more than 1,000 colleges and universities across the country. St. Cloud State competed in the category for schools with 10,000-19,999 students.
The Gold Award ad was developed for St. Cloud State by Stamats, a higher education marketing firm out of Cedar Rapids, Iowa, that based it on the results of extensive research at the university. "College is the road. Not the destination." has appeared in Metro Magazine, Mpls. St. Paul Magazine, Minnesota Monthly, the St. Cloud Times and other publications.
The "Make It Your World" brochure developed by St. Cloud State carried the stories of 17 successful graduates, 14 of whom achieved wide recognition in their fields, won competitive internships or landed their dream jobs within 10 years of graduation. Graduate profiles included a lead television anchor, the founder of a successful Internet marketing company, a special agent on a U.S. Immigration and Customs Enforcement narcotics task force and a scientist who has authored two popular layman’s guides to physics.
A series of television spots developed by Hatlingflint, St. Cloud, received a Silver Addy in the Central Minnesota Advertising Federation Addy Awards competition. The 15-second spots depict four St. Cloud State brand attributes as determined by 2006 market research – a global university, a smart investment, a broad and diverse academic program and a strong, outcomes-based education. The ads have been used on Charter Cable, Comcast Cable in the Twin Cities and Husky TV productions of Division I Husky hockey.
A second Silver Addy went to Hatlingflint for its rebranding of the Herberger College of Business (HCOB). The new positioning was launched last fall with clever plays on the "Get Ready to Work" tagline developed by the agency. An example is a sign placed at the entrance to the fourth floor of Centennial Hall, home of the HCOB: "You think that was hard? Try climbing the corporate ladder." reminds students who’ve climbed the stairs that the hard work they do in the program prepares them for the hard work of achieving career success.
See St. Cloud State marketing materials at www.stcloudstate.edu/ucomm/video/print.asp .