FY 2012 Integrated Marketing Initiative Plan

UDM’s Integrated Marketing Initiative for FY 2012 continues to enhance name recognition and recruitment of prospective students.

Recruitment Advertising Campaign Spring 2012

The multimedia campaign will run throughout winter and early spring. The promotional campaign includes two UDM 30-sec. TV commercials airing on metro Detroit cable TV sports programs (college basketball, Pistons basketball, Red Wings hockey, Tigers baseball and other targeted programs) in addition to sponsorship spots as well as banner ads on Comcast.net.

UDM’s ads will also run on the following local network TV stations, Feb. 27 - March 20:

• WKBD-TV
• WDIV-TV
• WJBK-TV
• WMYD-TV
• WWJ-TV

Print ads will appear in 20 high school and 6 community college newspapers as well as the following Education/College Guides:

• Macomb Daily and Daily Tribune
• Oakland Press
• Signature Media
• Grand Rapids Press

Radio Traffic sponsorships ran Feb. 13-17 and also will run March 3-20 to promote “Open House” at UDM on the following stations:

Traffic.com (Detroit)
Station

• WCSX (94.7 FM)
• WDMK (105.9 FM)
• WDRQ (93.1 FM)
• WDVD (96.3 FM)
• WHTD (102.7 FM)
• WJR (760 AM)
• WMGC (105.1 FM)
• WOMC (104.3 FM)
• WRIF (101.1 FM)
• WWJ (950 AM)
• WDIV (Channel 4 TV)
• WWJ (Channel 63 TV)

Clear Channel Traffic (Detroit)
Station

• WDFN (1130 AM)
• WDTW (106.7 FM)
• WJLB (97.9 FM)
• WKQI (95.5 FM)
• WMXD (92.3 FM)

Clear Channel Traffic (Grand Rapids)
Station

• WBCT (93.7 FM)
• WBFX (101.3 FM)
• WMAX (96.1 FM)
• WOOD (1000 AM)
• WOOD (105.7 FM)
• WSNX (104.5 FM)

Interactive Media will run on:

• Google (through May 31)
• Facebook (through May 31)
• Epic Marketplace (through March 20)
• LinkedIn (through May 31)
• Pandora (through March 20)

Billboard Locations

 Four billboard messages will rotate in Detroit area locations from present to April 8, 2012. Billboard locations for this period are:

• I-96 Fwy w/o Southfield NS, WF
• E. I-94 Fwy e/o Joy Blvd SS, WF
• W. I-94 Fwy w/o Inkster SS, WF
• Lodge Fwy & Pilgrim WS, SF
• Woodward & Greendale ES, SF

Related Promotion

A graduate student mailer was produced to promote UDM’s graduate program options. New designs were created for Admissions Orientation materials, Open House poster and postcard, Pre-college Workshop poster, and FAFSA reminder card.

Engineering Recruitment Campaign

As part of the Engineering Centennial activities, an engineering marketing campaign began this fall and runs through March for student recruitment. The current campaign elements include:

Two rotating billboards at the following locations, February-March:

• N. I-75 Fwy & Holbrook W/S F/S E.
• I-94 Fwy E/O Joy Blvd S/S F/E W.
• I-94 Fwy W/O Schaefer N/S F/W
• Lodge Fwy .7 mi S/O Seven Mile E/S F/N N.
• I-75 Fwy & Pontiac Rd. W/S F/N

Online/Streaming Advertising 

• Facebook- through 4/15
• Google - through 4/15
• Audience Science - through 3/20

High School Print Ads

An engineering ad is placed in 10 high school newspapers monthly through March.

Print Materials

An information sheet on the new Bachelor of Robotics and Mechatronic Systems Engineering program was produced to mail/distribute to prospective students. The print ad for high school newspapers was modified to reference the new bachelor degree.