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October 18, 2002 (Edited for the Web 11/20/02) Marketing Campaign Presentation WPI Joint Advisory Boards Meeting.

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Presentation on theme: "October 18, 2002 (Edited for the Web 11/20/02) Marketing Campaign Presentation WPI Joint Advisory Boards Meeting."— Presentation transcript:

1 October 18, 2002 (Edited for the Web 11/20/02) Marketing Campaign Presentation WPI Joint Advisory Boards Meeting

2 Agenda Situation Overview Institutional Advertising Media Relations Other Plan Activity Measuring Results A Community of Marketers

3 Situation Overview

4 Why Market WPI? We believe in our educational system We believe in the positive impact WPI students and alumni have on society

5 Benefits of Marketing at WPI Attract more, and even more talented, undergraduate applicants Extend geographic and demographic reach Increase enrollments in full- and part-time graduate and non-degree programs Recruit additional outstanding faculty members Enhance national reputation among peers Increase financial support for research and education Build community pride Increase the value of all WPI degrees

6 Institutional Advertising

7 The Commercials Watch the TV Commercial Online

8 Media Relations

9 Results Substantial progress in ongoing story placements in most key areas Media training complete for President/Provost Two strongest successes, locally and nationally –Prof. Barnett, FPE, World Trade Center Tour –Massachusetts Gubernatorial Debate

10 Gubernatorial Debate Highlights -National and International Coverage: -C-Span; CNN; ABC News -Regional Coverage by every major Massachusetts television station and daily newspaper -Estimated viewing audience 507,000 -Estimated readership 1.4 million -Strengthening of existing media relationships and creation of new ones -Two references to WPI initiatives by O’Brien during debate

11 Other Plan Activity

12 WPI Technological Humanist Award

13 Campus Signage Entrance at West and Salisbury Streets

14 Advertorial in U.S. News &World Report Targeted advertising — Sept. 23, College-ranking issue Serious editorial format Three pages to position WPI and tell our story in depth Reprints are available for use around campus and to promote a wide range of individual areas

15

16 The WPI Magazine The WPI Journal and The Wire are forged into one new magazine: Transformations— A Journal of People and Change

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