Sneak preview of academic marketing campaign commercials planned Tuesday
Sept. 24, 2007
By Mary Alice Casey
Have you ever met Amy Ng, who nabbed a highly competitive internship with Nike and this academic year will earn two Ohio University master's degrees -- one in sports administration and facility management and the other in business administration?
Or Mirna Martinez, a second-year medical student in the College of Osteopathic Medicine conducting research on Chagas disease in Ecuador?
Or Brandon Rudd, an Appalachian Scholar studying geography and urban planning in the College of Arts and Science and the first person in his family to pursue a college degree?
These and nine other amazing Ohio University students are featured in three commercials that will launch "The Promise," an academic marketing campaign set to run in October and November in Columbus and Southeast Ohio, as well as other aspects of the campaign.
Jointly funded by the offices of the president, the executive vice president and provost, the academic deans and University Communications and Marketing (UCM), the $378,000 campaign showcases Ohio University's academic excellence. It was produced by UCM in cooperation with Richmarc Productions. Tom Hayes, assistant professor of film, and several film students handled editing and post-production.
The campaign represents the first large-scale university marketing effort in the university's history. Existing research; interviews with faculty, staff and students; focus groups; and stakeholder feedback informed the campaign, said Gina Calcamuggio, UCM's senior director of marketing communications, who spearheaded the project.
"This is truly a collaborative effort. We listened to our faculty, staff and students about what was important in telling Ohio University's story of academic excellence," Calcamuggio said. "Their input helped produce spots that we believe give a glimpse into our national prominence, our research opportunities, our commitment to service and the impressive real-world experiences our students enjoy," she said.
Calcamuggio added that it was a challenge to narrow the number of student stories highlighted to just 12. "We are rich with remarkable students and exceptional faculty," she said.
Advertisements will appear throughout central and southeast Ohio during October and November through network television, cable television, radio, billboards, the Internet and print. The production team chose specific times, locations and types of media to maximize visibility, Calcamuggio said.
In addition to those already mentioned, the campaign celebrates the accomplishments of:
- Karl Ackerman, a finance major in the College of Business whose student-managed investment group grew its portfolio from $1 million to $1.5 million in just two years
- Matt Barnes, a broadcast news major in the Scripps College of Communication and host of the Emmy Award-winning, student-produced "Gridiron Glory" TV show
- Luyi Chen, a doctoral student in electrical engineering in the Russ College of Engineering and Technology who is designing advanced antennas for GPS signals of the future
- Matt Eich, a photojournalism major who was named the nation's College Photographer of the Year in 2006
- Nishantni Josson, who is seeking a master's degree in film and helped edit "The Promise" commercials
- Heather Kufchak, a violin performance major in the College of Fine Arts who already has performed at Carnegie Hall and whose violin performance can be heard on the commercials' soundtrack
- Erica Poff, a graduate student in political science who credits faculty mentors for helping her discover her calling as part of a global movement to empower people in Africa
- Terrez Thomas, an education major researching school funding in hopes of improving access for all students
- Or Jess Wilhelm, a Goldwater Scholar and Honors Tutorial College student who has studied asteroids at one of the world's premier astronomical research facilities?