Mason Comprehensive Advertising Campaign Targeted to Local Audiences

Posted: January 24, 2011 at 1:02 am, Last Updated: January 21, 2011 at 3:16 pm

By James Greif

Over the past few months, Mason engaged in a comprehensive advertising campaign that reached local audiences through television, radio and print outlets and highlighted the university’s new tagline, Where Innovation Is Tradition.

The radio and print campaign featured several members of Mason’s faculty and focused on their research covering some of the most important issues of the day, including health care policy, law enforcement, local economic development, voter turnout, air transportation safety, civic awareness and cybersecurity.

Participating faculty members included Barney Bishop, assistant professor of chemistry and biochemistry; Stephen Fuller, University Professor and Dwight Schar Faculty Chair who directs the Center for Regional Analysis in the School of Public Policy; John McClain, deputy director of the Center for Regional Analysis; Michael McDonald, associate professor of public and international affairs; Mark Rozell, professor of public policy; Lance Sherry, research associate professor of systems engineering and operations research and director of the Center for Air Transportation Systems Research; Toni-Michelle Travis, associate professor of public and international affairs; David Weisburd, Distinguished Professor of criminology, law and society; and many others.

Christine LaPaille, vice president for University Relations, led the advertising effort and stresses that the university received fantastic exposure at an excellent value.

“Advertising is an important tool in our efforts to promote the accomplishments of our faculty, staff and students, as well as the opportunities at Mason, especially in this market where there is a lot of competition,” says LaPaille. “We had a small budget, but we spent it very wisely, and the visibility and reach of the campaign was impressive.”

The television ad was seen locally on ABC, NBC and several cable channels, including USA, MSNBC, Fox News Channel, Discovery Channel and FX. The ad continues to be shown during local and national broadcasts of Mason men’s basketball games.

Written and produced by GMU-TV and University Relations, the television ad features students from theater professor Ken Elston’s acting classes who auditioned for the roles. Students from these classes also served as the voice talent for a radio ad that focused on student volunteering and public service.

“Working with Mason’s University Relations is a collaboration we hope to continue and grow into more professional partnerships,” says Elston, chair of the Theater Department.

“Utilizing the resource of a Department of Theater dedicated to professional training for stage and screen in Mason’s liberal arts environment goes a far way to prove the point that ‘innovation is our tradition.’ It was a delight to see our students on television and hear them on the radio, and they represented the school well.”

Five radio ads were broadcast on WRQX (Mix 107.3), WTOP (103.5), WASH (97.1) and WIHT (Hot 99.5). The ads were recorded at WGMU Radio’s studios in the Johnson Center.

Seven print ads appeared in Roll Call newspaper and Virginia Business magazine and focused on the university’s research impact on the government and regional economy. The print ads were designed and produced by Mason’s Creative Services.

The advertising campaign also included a WTOP.com banner ad and a diorama at the gate for the U.S. Airways shuttle from Washington, D.C., to New York City at Ronald Reagan Washington National Airport.

The ads can be viewed and heard below.

Radio Advertisements

Virginia Radio Advertisement

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Student Services

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Regional Economy

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Flight Delays

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Voter Turnout

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Television Advertisements

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