UIowa Launches Major Marking Campaign

July  14, 2014

      Billboards, social media, and outreach visits are just a few ways that Iowa's oldest university wants to attract more students from the state. Today, the University of Iowa launched a major marketing campaign to grow its enrollment. 

     Joe Brennan, Vice President for Strategic Communication, says the school lost nearly one billion dollars after a flood damaged its facilities in 2008.

      "Replacement buildings are going up right now. They'll be open in 2016. We're opening up a new residential hall that will house almost 500 students.  The time is really right for the University of Iowa to step up and step out and say, 'Hello, we're here and we want you to come and join us.'"

       With the Iowa Board of Regents' decision to base 60 percent of state funding on resident enrollment, the university hopes to increase the number of in-state students. This spring, just over half of students were Iowa residents. The campaign incorprates the phrase "for IOWA" in ads to show a commitment to the state, Brennan says.

      "We went to our own people. Many of them are graduates of the Univrsity of Iowa, and I think they came up with a compelling and very likeable set of materials." 

      Phase one of the campaign will run through the end of August. It includes radio and television ads and faculty appearances at large events like the state fair.