Utah State University’s new statewide advertising campaign positions the school as a high-impact brand with five 30-second video ads to communicate specific things Aggies are doing to make a difference.
Jay Wright is the Student Marketing and Communication’s marketing director at USU.
“At the end of the day, we want people throughout the state of Utah to understand that Utah State has an amazing impact,” Wright explained, “and has amazing stories to tell, and to be able to do it in :30 seconds, which is basically what TV ads are.
“It is something that is quick and easy and something that was memorable and can be quickly consumed by a viewer and still be impactful and tell a big story. That’s how we came up with it.”
Wright calls it a multi-screen campaign with ads running on TV, laptops, mobile devices and pads, as well as movie theaters along the Wasatch Front. Targeted audiences will primarily be in Utah and the Intermountain West, but the ads will also air nationally during Aggie football and basketball game broadcasts.
He said the concept was created about a year ago.
“A group of us got together and decided we really needed to be a little more aggressive in telling Utah State’s story and all the wonderful things it accomplishes,” he continued. “We met with Dr. Noelle Cockett, USU President, and ran a concept past her. Then we took it and ran from there.”
So far, the videos highlight growing plants in space, helping feed the world through genetic engineering, helping children hear through cochlear implants and speech therapy, making the world earthquake resistant, and helping the nation’s tallest dam recover from a near disaster.
To see the complete series of videos, go here.