The campaign will be rolled out during a special preview event for the UH community on January 31, 2000. It will officially be launched the next day, February 1, with the placement of print ads as well as TV and radio spots in local media. When it is fully funded, it is set to run for five years. Ongoing research will be conducted to determine its effectiveness and to suggest needed improvements or changes as it progresses. Working with the Office of the Provost, a list of internationally and nationally ranked programs and faculty was developed.
Plans call for successful alumni to be added to the campaign by next fall.
In the long-term, the enhanced image of UH will help attract better students, more prominent faculty, larger gifts and donations and increased research dollars. It is becoming more common for universities to advertise in order to remain competitive. Image campaigns are becoming more common, particularly in support of fund-raising campaigns. It would be inappropriate not to publicize an institution's successes and world-class faculty and programs. In preparation for the development of this campaign, UH had a Master of Business Administration class conduct some market research to determine the public's feelings about non-profit advertising.