The TCU Marketing & Communication division has unveiled a new multi-channel advertising campaign that celebrates the university’s doers, dreamers and trailblazers. Coinciding with the beginning of the 2014/15 academic year, the campaign integrates TCU’s brand into a focused message that highlights TCU’s difference and competitive advantages.
“At TCU, our mission is to educate individuals to think and act as ethical leaders and responsible citizens in the global community,” said Tracy Syler-Jones, vice-chancellor for marketing & communication. “We hope this campaign lifts TCU’s visibility, raises its reputation and resonates with all members of the Horned Frog family – from prospective students and their families to faculty and staff to alumni. It highlights what makes the TCU community unique.”
A new video public service announcement (PSA) is the foundation of the campaign. The 30-second spot opens with a professor addressing a classroom of students. “This is what opportunity looks like,” he says, and continues with an inspiring message to seize opportunity.
“We were interested in the idea of taking a coach’s half-time pep talk out of the locker room and into an academic setting,” said Tracy Bristol, creative strategist for the campaign. “It speaks to the high academic quality of TCU and casts us in a light other than just an athletic powerhouse.”
Instead of using outside talent to record the voiceover, the spot features TCU professor Steve Woodworth as the narrator.
“We are lucky not only to have Steve Woodworth, one of the premier Civil War historians in the country on our faculty, but also to have such a great voice talent willing to contribute to our institutional campaign,” said Katherine Polenz, strategic communications specialist at TCU. “He really sets the tone and provides a personal touch – it’s a great illustration of what TCU is all about.”
TCU debuted its new video on social media in mid August. The spot will be televised during Big 12 athletic events and will also air on the local PBS station (KERA) and other digital media. The spot was produced by Nick Utter, ’10 TCU alumnus and founder of Nutter Productions.
In addition to the video PSA, TCU will run outdoor, print, radio and digital advertising, and launch a new microsite as part of the integrated multi-channel campaign. The microsite includes a series of profiles highlighting students, faculty and alumni who are doers, dreamers and trailblazers.
“There are so many people at TCU doing really amazing things,” said Polenz. “That’s why we thought to incorporate some of those stories into the advertising campaign and microsite. It’s a great opportunity to celebrate the TCU community.”