U of A

[Sergeant Zip]

Super Bowl Commercial LinkPer my email for the U of A today:"If you plan to watch the Super Bowl in Northeast Ohio, keep an eye out for our newest TV commercial. We have aired regional Super Bowl spots every year since 2000, reaching an average of about 1.4 million people in our market. These regional ads cost a fraction of the national spots, which have themselves become part of the Super Bowl experience. The ad focuses on the University's energy, excellence and opportunity, using dozens of campus images and some of the latest editing technology."

[Dr Z]

That's good news. Hope they use Frye, as he is recognizable to many in NE Ohio.Now, put up some fear the roo billboards. Go Bears...and under 48.

[zen]

The ads they make with Proenza promoting the university usually have a fairly good production quality. The ones you see made for our athletics usually look pretty cheap.

[zip81]

The ads they make with Proenza promoting the university usually have a fairly good production quality. The ones you see made for our athletics usually look pretty cheap.

I agree.The spots for the University are of a far better quality than for the athletic department.I'm sure the athletic budget is much smaller and the staffs different, however, when image building and promotion are big reasons to have athletics, in addition to developing the student-athlete, the messages should be clear, consistent and high-quality on both ends.

[Blue & Gold]

That's an absolutely great looking commercial! Wow, the athletic advertising budget must be absolutely anemic in comparison. The athletics ads are totally bush league.

[Big Zip]

Watched the game last night and saw the commercial with some other Akron alumni -- everyone thought the commercial was weak! God love Dr. Proenza but, you can't tell me high school seniors see him and say wow that's where I want to go to school.

[zen]

I agree BigZip. But I have a theory about the motive of this ad.It angle almost seemed like it was oriented toward parents, but I can't figure why, since parents rarely make the decision where to attend for their kids. I really think they need to find a way to show off the campus in a light that makes it look "fun" to go to Akron. I put "fun" in quotes because it's such a generic word, but seriously, "opportunity" is great but it's not a good angle to use on highschool aged students. Sure, you don't want to attract the type of students who only attend to party with limited academic pursuits, but it's pretty much a given that if a student is looking at colleges/universities, they already have ambition for a better future and 'opportunity'. When making their choice where to go to school, they assume that most any diploma is going to give them 'opportunity', so they are selecting a place that fits their budget but still gives them a quality student lift, which is another way of saying 'fun'.My theory about this ad is that it is not really intended to increase enrollement.It is intened to help image.I am guessing that they have studies, and focus groups, and other data which indicates that people think of U Akron as a cheap local commuter school. THAT is why they ran this ad. It is intended to promote the message that Akron is a quality, high-tech, on-the-edge, going-places type of school.

[zip81]

I agree BigZip. But I have a theory about the motive of this ad.It angle almost seemed like it was oriented toward parents, but I can't figure why, since parents rarely make the decision where to attend for their kids. I really think they need to find a way to show off the campus in a light that makes it look "fun" to go to Akron. I put "fun" in quotes because it's such a generic word, but seriously, "opportunity" is great but it's not a good angle to use on highschool aged students. Sure, you don't want to attract the type of students who only attend to party with limited academic pursuits, but it's pretty much a given that if a student is looking at colleges/universities, they already have ambition for a better future and 'opportunity'. When making their choice where to go to school, they assume that most any diploma is going to give them 'opportunity', so they are selecting a place that fits their budget but still gives them a quality student lift, which is another way of saying 'fun'.My theory about this ad is that it is not really intended to increase enrollement.It is intened to help image.I am guessing that they have studies, and focus groups, and other data which indicates that people think of U Akron as a cheap local commuter school. THAT is why they ran this ad. It is intended to promote the message that Akron is a quality, high-tech, on-the-edge, going-places type of school.

I agree Zen.I saw the tail end of the spot and the production value seemed high.However, quick edits of campus, sports activities, labs, parties, classrooms, studyrooms, dorms set to fast pace music or something to appeal to the students ...mix in some snappy graphics and you've got yourself a nice spot.From what I've seen from over the years, universities make the mistake of putting the president up front...stroking the boss, instead of communicating the correct messages.Companies also do this with the CEO.Instead of having Proenza talking about the Akron Advantage...lets show it to them!!!