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Golden Gate University Uses Mortar to Create Bond with Students New Campaign Focuses on Rewards of Education.
San Francisco, CA (PRWEB) January 10, 2005
A new campaign breaking this month on bus boards and in newspapers, from San Francisco integrated marketing agency Mortar, makes use of this insightÂÂfocusing on how a degree from GGU can improve the quality of life for recipients.
Entitled ÂÂGet there,ÂÂ the campaign targets aspirational learnersÂÂworking professionals who understand that continuing education can impact their lives and families as well as their careers. With headlines like ÂÂWhen you have a better job, you can afford to spend more time away from it,ÂÂ executions include warm, evocative images of children, relaxation, and outdoor recreation.
ÂÂFor years, weÂÂve all made similar claims in our advertising,ÂÂ says GGUÂÂs Marketing Director Tasia Neeve. ÂÂMost universities in the category focus on relevant programs, convenient locations, and flexible schedules. Not surprisingly, thatÂÂs created the impression that continuing education is a parity product. Unless your program is world-renowned, candidates donÂÂt have a clear impression of one institution over another. And thatÂÂs a problem because our offerings are pretty unique.ÂÂ
MortarÂÂs first step was to define GGUÂÂs students in attitudinal terms, a process that goes beyond traditional profiling to investigate the emotional connections between the university and its audience. According to MortarÂÂs Mark Williams, those efforts have shown meaningful results. ÂÂInstead of talking about ourselves and saying ÂÂare you right for us?ÂÂ weÂÂre showing top candidates why weÂÂre right for them. And by knowing exactly who weÂÂre talking to, weÂÂve been able to tighten up our media plan and eliminate waste.ÂÂ
The university is hoping not only to increase its share of voice in the local market, but to convince adult learners that a little more time spent selecting the right program could benefit them. GGU is convinced that when prospective students become more informed shoppers, the university will benefit as well.
Mortar was awarded the GGU account in early 2004. Billings are undisclosed. Mortar’s work for GGU can be viewed at http://www.mortaradvertising.com/select/index4.html.
About Mortar
Mortar is an integrated marketing firm that brings together expertise in consumer, business-to-business, employee, and investor communications. This strategy of 360° brand management helps organizations establish and maintain emotional connections with audiences at every point of contact. MortarÂÂs approach typically involves advertising, public relations, and a broad range of other online and offline communications programs. For more information, go to http://www.mortaradvertising.com.
About Golden
Gate University Golden Gate University offers quality educational programs designed to meet the needs of working adults, with undergraduate and graduate degrees in business, taxation, technology, and law. Day, evening, and weekend courses are available year-round at the San Francisco location and at other teaching sites in San Jose, Sacramento, Walnut Creek, and Monterey Bay, as well as online through the universityÂÂs CyberCampus. For more information, go to http://www.ggu.edu or call 800-GGU-4-YOU.
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