IUP rolls out fresh advertising campaign
Indiana University of Pennsylvania is phasing out its “Get My Story” advertising campaign in favor of a new, although similar, one: “Find Your Success.”
Developed in-house, the campaign and its tagline already are being rolled out, according Michelle Fryling, the university’s executive director of communications and media relations.
Fryling said the Find Your Success tagline builds off the Get My Story slogan, which was adopted as part of a “show, don’t tell” strategy to market the university.
The idea, Fryling said, was to showcase the university by highlighting the achievements and back stories of select faculty and students instead of simply stating that the university has, for example, a beautiful campus and a commitment to academic excellence.
“We wanted to let folks tell their story, which is basically our story,” she said.
Fryling said the new campaign retains the overall concept of the former tagline, but takes it one step further by describing how it feels to attend IUP.
Fryling said the tagline was informally tested with a variety of groups and has been well received.
“We’ve had really good responses with it,” she said.
The first of the university’s commercials employing the Find Your Success slogan, a 30-second spot, has already aired and can be seen on YouTube. It borrows from a longer, promotional video the university created in conjunction with a local firm, Vinegar Hill Productions.
The university is working on other commercials, and, in fact, some filming is taking place today. A company named 7LineMedia is conducting aerial photography via a radio-controlled helicopter.
Filming tentatively was to have begun around 8 a.m. in the Oak Grove and over Sutton Hall. Additional filming is to take place from 11 a.m. to 1 p.m. around the residence halls and from 2 to 4 p.m. at the Kovalchick Convention and Athletic Complex.