"We are a community of students and professors who think differently."
At CU Denver, we're looking for students who are redefining the college experience—students who value our urban location and want to connect their academics to real-life experiences, students who are already looking ahead to meaningful careers and want a top-notch education that will get them there. Our new undergraduate enrollment campaign for the Denver Campus reaches out to these students through the "Think Tank."
The Think Tank advertising concept represents our strengths. Our students are interested in majors as diverse as they are. Our professors are teaching scholars doing groundbreaking research. Working together, they create an open exchange of perspectives and ideas explored from all different angles.
Objective and Target Audiences
The purpose of the new campaign is to raise the overall awareness and image for CU Denver and increase engagement and inquiries from future students.
We are focusing on three audiences:
- high school students in the metro Denver area;
- community college students preparing to transfer to a four-year school; and
- veterans using the G.I. Bill.
Campaign Strengths and Differentiators
In the Think Tank campaign, we are showcasing:
- availability of desired major (breadth of degrees available);
- quality of faculty and programs;
- location with easy commutes to an urban campus in the heart of downtown;
- diversity of cultures, backgrounds, ages and experience; and
- University of Colorado brand.
Think Tank Website
The campaign centers around a website: CUDENVERTHINKTANK.COM. The site invites future students to watch a variety of short videos of current CU Denver students and professors answering this question: “What are you thinking about today?” The site is also mobile-enabled so you can view the videos on a smart phone.
We also invite future students to tell us what they’re thinking about today through a live Twitter feed called the Tweet Tank. Tweeters can tweet their thoughts about going to college (#CUDenverThink).
The campaign uses several different media channels including:
We worked with superintendents and principals in three school districts to place advertising within five high schools. Ads include posters, banners, floor clings and stair clings. We will also have a 3D banner in the gymnasiums of several schools with a motion-sensitive light bulb that lights up as students pass under it.
We placed ads in high school and military newspapers.
We placed banner ads on networks and sites targeted to each audience. We are also utilizing Facebook ads and Google AdWords.
Radio, transit shelters and movie theaters
Radio ads on two of the top teen/young adult stations will reach the metro area, while transit shelters and bus bench placements surround our targeted schools. Ads are also in movie theaters frequented by our audiences.