| Tech launches new marketing campaign |
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Last fall, Tech debuted its first new television commercial in five years, along with new radio and online ads, all with the theme, “More Than Tech.” The university partnered with Dye, Van Mol & Lawrence (DVL) in Nashville to develop the new campaign. DVL is a full service ad agency and has worked with national accounts such as Goodwill Industries, Johnston & Murphy and Jack Daniels. “The TV commercial was produced with a fastpaced, attention-getting style that today’s prospective students expect,” said Tracy Black, marketing director for the university. The same music is used in both the TV and radio spots to provide consistency, and an online ad was developed to correspond to both. All of the advertising efforts are targeted to prospective students ages 15 through 18. The purpose of the campaign is to drive them to an introductory web site developed just for them — MoreThanTech.org. “We know that prospective students rely heavily on university web sites when searching for information,” Black said. “This web site was designed to give them an easy, one-click way to find the information that they are most interested in, such as available programs and majors, financial aid and scholarships, and student life.” A new tagline is part of the campaign. “More Than Tech — Tennessee Tech University” replaces the familiar “We’ll Take You There” tagline used on previous marketing and recruiting materials. |
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“Ideally, a tagline should say something specific about the institution,” Black explained. “‘More Than Tech’ plays to the fact that we are a great engineering school, but we offer so much more, including a wide range of programs and majors and a social, enjoyable environment.” The campaign also includes a video contest. Currently enrolled students can submit videos that creatively answer the question “What makes TTU more than tech?” All submissions that meet the contest’s criteria will be posted on YouTube, with the top three receiving prizes. (Spring 2008) |
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