A trend in decreased applications from high school students was reversed in Marquette's primary Wisconsin markets. In addition, Marquette created continuity of the campaign and defined their message further through their Web site that has received increased hits over previous years. While we are honored to earn this recognition from our peers, it is like the cherry on top of the sundae. What matters most are results we were able to generate for Marquette through the effective use of television advertising. If your recruiting efforts are not generating similar results for your institution, perhaps it's time to consider television as a component in your next recruitment campaign.
Television is a powerful tool that has the ability to legitimize a product or service.
At Versant our fundamental approach has been to remember that television is an intrusion in people's lives, and therefore each layer of the story being told must be carefully analyzed so that the finished product makes a memorable statement for the viewer. For your college or university, the message would likely be much different, and reflect the personality and strengths of the institution. Finding out the answer to that question is vital to developing a successful campaign.