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Roosevelt University unveils ads with contempo twist

By: Lewis Lazare, Chicago Business Journal

College is ultimately what students make of it. It has always been thus. And no doubt always will be.
That is the theme — projected with a rather contemporary touch — that Chicago's Roosevelt University aims to emphasize in a new out-of-home, in-cinema, radio and digital campaign from Tom, Dick & Harry Creative Company/Chicago that launches this week. The campaign tagline line is "This Way Up."
Several of the new ads mirror the mindset and capture the lingo that are very much a part of today's youth culture. One ad, for instance, features a student in cap and gown who is actually a finance major at Roosevelt University. The headline says "give the status quo a status update." The ad copy also points out that Roosevelt offers more than 70 bachelor's degree and 40 master's degree programs at campuses in Chicago and suburban Schaumburg.
Another ad with an image of student in a research laboratory carries the headline "change the equation." Other ads address prospective Roosevelt students with ad copy that says "be humble in all things but ambition" and "tenacity loves company."
The campaign is based on research that suggested Roosevelt students view themselves as carving out their own opportunities and paths to get to where they want to be in life. Noted Lesley Slavitt, vice president of government relations and university outreach at Roosevelt: "With this campaign we will raise awareness about the University, as well as distinguish our community as a welcoming place that can best prepare today's students for the journey they will take to achieve their goals."
Enrollment at Roosevelt has declined a bit over the past five years. According to a Roosevelt spokeswoman, 6,343 students were enrolled at the university in the fall of 2012, compared to 7,163 students enrolled in the 2007-08 school year.
The new Roosevelt campaign will run through mid-March of 2014.

09.18.13   The Vault

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