The campaign theme, "Unleash Your Awesomeness," was based on the idea that students who attend Tennessee Tech already have the ability to succeed in their life goals, and that the university has the right tools to help them unleash their full potential, both academically and personally.
"This campaign is about talking directly to the student with a positive message that is immediately understood," said TTU Vice President of University Advancement Mark Hutchins. "It's telling the students that the university believes in them and their talents, and that we have the right tools on campus to help them succeed in their chosen careers."
TTU Marketing Director Bobbie Maynard said the new campaign has broader branding applications since "awesomeness" is a word play on Awesome Eagle, the university's mascot. Awesome Eagle is also featured prominently in the campaign's graphics.
"For our students and alumni, Awesome Eagle is not just associated with Athletics," said Maynard. "He attends campus events and is out in the community representing the university. Our in-house creative team feels that he is the embodiment of all that is good and right about being at Tennessee Tech."
The marketing campaign officially kicked off in October with month-long TV, radio and billboard runs. The timing coincides with the Office of Admissions' recruiting season in the major markets of Nashville, Knoxville and Chattanooga. The campaign is also running on Facebook, and the university signed back on for the second year as the sponsor of the Cool Schools program on WSMV Channel 4.
"We wanted to create a bold visual style to help distinguish Tennessee Tech from other universities," said Dewayne Wright, director of Creative Services, a part of the TTU Office of Communications & Marketing. "Through research, we found that students knew plenty of facts about the university, such as our national rankings or best value designations, but they didn't have an understanding of TTU's personality. With the new campaign, we wanted to highlight that Tennessee Tech is dedicated to helping students succeed."
One of the best features of the campaign is its versatility and adaptability, said Monica Greppin, associate vice president for Communications & Marketing.
"With the rollout of the new campaign in our fall media buys, our office is now working with departments on campus to show them how elements of the new campaign can be integrated into their promotional materials," said Greppin.
The OCM is working on a visual identity/style guide for the campaign and hopes to share that with the campus soon.
To learn more about the new campaign and to see the university's new TV commercial, visit www.unleashyourawesomeness.org.