The University of Iowa launched a major statewide marketing drive today, aimed at combining advertising, outreach visits and social media to promote the university to a larger audience.
The university is seeking to grow its enrollment after several years of maintaining the size of its student body while it focused on rebuilding facilities after the 2008 floods, according to a news release. Additional incentive to grow comes from a new funding model by the Iowa Board of Regents, which will base 60 percent of state funding on resident enrollment.
The “for Iowa” campaign will include include television and radio promotions on stations across the state, as well as online video and audio spots via Pandora and Hulu. The university will have an expanded presence at this year’s RAGBRAI and the Iowa State Fair. Faculty and staff will make presentations in communities across the state, which admissions staff plan to visit every high school in Iowa. On social media, campaign-related posts will appear with the hashtag #TheUforIOWA.
While this phase of the campaign is focused within the state of Iowa, Joe Brennan, UI vice president for strategic communication, said plans are underway to expand it to other states as well.
Some examples of the new promotional videos can be found on the university’s YouTube channel.