The campaign has a continued focus on online media and aims to increase awareness among prospective students in the core metropolitan Detroit area (up to 50 miles away from campus). Many elements of the campaign will be extended to new geographic regions around the state identified as opportunity areas now that housing is available.
The campaign targets prospective students using online media channels including Pandora radio, Google, Facebook and Rocket Fuel (which places rich media digital ads on prominent websites). Traditional and digital outdoor boards also are used to expand the university’s reach leading up to the fall open house on September 28. This week, in advance of the open house, radio spots are airing on some of the region’s top radio stations with the targeted demographic: 95.5 WKQI, 98.7 WDZH, 99.5 WYCD, 97.1 WXYT and 107.5 WGPR.
The campaign will switch focus next week to messaging that centers on key university differentiators—as shared by current students—including small class sizes, 700+ co-ops and internships, and professors who know them by name. This messaging will be extended through all of the university’s digital components of the campaign, which will appear throughout the fall. Messaging focused on The Union at Dearborn will be featured on outdoor boards in four outlying areas (Downriver, St. Clair Shores/Grosse Pointe, Wixom/Novi and Kalamazoo).
To view creative elements of the 2013 fall campaign please visit the Office of External Relations.
