This campaign grew from a need to help people understand the nature of a research university. It was felt that Virginia Tech's specific accomplishments need to be communicated, to demonstrate the value of faculty research, to share the impact of research on our community and society, then position Virginia Tech as a place that has real world impacts. The strategy was to reach key opinion leaders through an advertising campaign. There was also time bought on ABC and NBC affiliates. A heavy campaign began the week of September 7, two weeks off, a light campaign began October 12, one week off, light campaign November 2, another heavy campaign during Thanksgiving week.
Programming is very heavy in news, a little in prime time, and some sports.
Advertising is an opportunity to distill extraordinarily complex topics in a simple easily understood manner. The creative approach is to identify three of seven cross cutting initiatives - information technology, biotechnology and learning communities. There has been a very positive response. From a telephone poll 7 out of 10 people said they saw the ads. Summer Productions out of Alexandria produced the ads.