1. University Advertising/Awareness Hired ad agency, Russell & Herder, in 1999 1999-2004--focus on student recruiting 2004--added an institutional awareness campaign (graphic below is a billboard from that campaign)

2. Student Recruiting Campaign (with Russell & Herder) Budget limited campaigns to  eastern Minnesota  Wisconsin (new this year: Wausau, Milwaukee, Racine)  UP  northern lower Michigan

3. Student Recruiting Campaign For student recruiting, we use  Radio  Newspaper/print ads  Television ads  Outdoor ads (example below)

4. Student Recruiting Campaign Russell &Herder re: brand positioning:  Focus on student needs  Communicate well-rounded institutional image (not narrow academic niche)  Appeal to receiving a top-notch education

5. Student Recruiting Campaign Russell &Herder--key messages: Michigan Tech:  Offers best possible education option  Offers diverse opportunities for the future  Has a unique spirit matching what smart HS students value

6. Institutional Awareness Campaign Started in spring '04  Outdoor advertising  Print advertising  Markets: UP, Wisconsin, Minnesota, lower Michigan

7. Student Recruiting Campaign Concepts Fall 2004

8. Web Initiative--Flash/Postcard Series Mailed to students prior to junior year. Drive them to website. www.mtu.edu/build 2002 Admissions Advertising Award 2002 Communications Concept Award www.mtu.edu/write

9. Other Recent Mktg/Awareness Initiatives Highway Banners w/Student Activities Office Downtown Houghton Chamber Kiosk Ads for Summer Session in newspapers across UP “New Majors” page on web Environment brochure/website with feedback form

10. Media Relations  Write/promote research stories to local, regional, and national media  Write/distribute hometown news releases for commencement, dean's list, enterprise teams, senior design teams, other student organizations  Respond to media queries  Communicate awards, announcements  Video news releases  News web site (www.mtu.edu/news)

11. External Communications Alumni magazine (three/year) University annual report Research magazine (annual) Weekly alumni e-mail newsletter Web sites: alumni, Carnival, Clean Snowmobile Web cams Promotional videos

12. Internal Communications Tech Topics (weekly) In the News weekly compilation alldepts list