Back to Recent Marketing Campaigns

A sample print advertisement
used in the Hats Off campaign

Hats off to Minnesota State Colleges & Universities

2006

In spring 2006, the system developed its first major statewide television advertising campaign. Advertisements ran on 26 cable and network television stations throughout the state. The spots, with simple messages regarding affordability, career programs and the scope of the system, ran 2,655 times by the end of June and made 14.8 million gross impressions.

Research

The advertising campaign benefited from a survey of business leaders conducted in fall 2005. The survey confirmed that business executives knew that a system of public colleges and universities existed in the state but were unclear on its scope and contributions. The survey results suggested that a focus on the contributions the system made to the state and regional economies would resonate with this audience.

Marketing Strategy

Supported by market research, a broad media "push" strategy was designed to enhance the system's advocacy efforts to keep public higher education affordable and accessible.

A series of three TV commercials was created to highlight:

• Minnesota State Colleges and Universities as the state's largest provider of higher education
• The system's contributions to producing highly skilled workers for the state
• The affordability of the Minnesota State Colleges and Universities

The timing of the campaign was designed to coincide with the start of the 2006 legislative session. As legislators deliberated the system's capital budget request, they would be seeing the spots on morning news programs.

Goals and objective

The goal of the campaign was to increase public awareness and visibility of the system and to strengthen state and public support for the Minnesota State Colleges and Universities. The objectives of the campaign were as follows:

1. Raise awareness and appreciation of the system's contributions to residents, communities, regions and the state as a whole.
2. Strengthen advocacy efforts for the system among the state's top government officials, legislators, business leaders and key influencers.

Audience

The primary target audience was the state's business and opinion leaders; a secondary audience was Minnesota adults, age 30 to 45.

How the TV ad campaign fits into overall institutional and/or advancement goals

The system's 2005 strategic plan includes goals to increase access and opportunity, particularly for underserved students; to increase support for higher education and to support state and local economic development initiatives. This campaign supports those goals by raising awareness of the system's reach and impact, the still-affordable tuition at the system's institutions and the system's contributions to producing highly skilled workers for the state.

Staffing

The system's Public Affairs staff consists of three public relations professionals, a marketing director, a Web designer, a graphic designer and an executive assistant. A representative group of six college and university public affairs directors from system institutions participated on a steering committee for this project. A Minnesota-based advertising agency was retained for production and media placement of the TV spots. An outside research firm designed, conducted and tabulated market survey results before the ad campaign began.

Budget and unit costs

A total budget of $400,000 was set aside for market research, creative strategy, commercial production and statewide media placement of three 30-second spots to be aired on broadcast, cable and interconnect networks. About $200,000 was used for research, planning and commercial production; the remaining $200,000 was used for media purchase and placement. In the coming year, the system will extend the reach of the campaign by using the previously produced commercial spots throughout the state.

Special circumstances or challenges

To reach a sizeable number of viewers and pack enough punch, this campaign took the bulk of the system's 2005-2006 marketing budget. This presented challenges in balancing the rest of marketing efforts for the fiscal year. However, the system will extend the reach of the campaign in the coming year by using the previously produced commercial spots, thus saving another round of production costs.

Documented results, measurements of effectiveness

• The ads ran 2,655 times between March and the end of June and created 14.8 million gross impressions. The target audience of adults ages 30 to 45 is estimated to have seen the ads an average of 5.5 times. And, an estimated 65 percent of Minnesota residents had seen the ads by the end of the campaign.
• The system had a successful session at the Legislature, securing $191.4 million for capital projects throughout the system. The approved amount was 134 percent above what the governor recommended and 68 percent of the system's request.