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 Fall 2011
The multimedia campaign will run throughout the fall. The promotional campaign includes two UDM 30-sec. TV commercials (Add link here to YouTube site) airing on metro Detroit cable TV sports programs (college football, Monday Night Football and other targeted sports 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, Oct. 31-Nov. 14:
- WKBD-TV
- WDIV-TV
- WJBK-TV
- WMYD-TV
- WWJ-TV
Print ads will appear in 23 high school and 6 community college newspapers as well as the following Education/College Guides:
- Macomb Daily and Daily Tribune, early Oct.
- Oakland Press, Sept. 18
- Signature Media, Oct. 14
- Toledo Blade, Oct. 2
Radio Traffic sponsorships ran Oct. 3-7 and also will run Nov. 28-Dec. 2 to promote “Visit Days” 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 throughout the fall on:
- Epic Marketplace
- Pandora
Billboard Locations
Four billboard messages will rotate in Detroit area locations from August 2010–April2011. Billboard locations for Aug. 29-Oct. 23 are:
- W. I-94 Fwy w/o Rouge River SS, WF
- I-75 Fwy & Dequindre e/s, SF
- I-275 Fwy .2 mi s/o Ecorse WS, NF
- E. I-94 Fwy 1000’ e/o Malcomb NS, EF
- Woodward & Carmel ES, SF
Billboard locations for Oct. 24-Dec. 18 are:
- I-96 Fwy w/o Chicago NS, EF
- Lodge Fwy s/o Oakman ES, SF
- E.I-94 Fwy & St. Aubin SS, WF
- Southfield Fwy & Tireman WS, NF
- E. Eight Mile 250’ w/o Dequindre SS, WF
Grand Rapids Billboards will rotate in the following locations during Oct.-Dec.:
- I-96 1.6 mi. e/o Nash Rd. NS, EF
- I-96 .75 mi. e/o 28th St. SS, EF
- US-131 .2 mi. s/o Hall St. WS, NF
- US-131.2 mi. s/o West River Dr. WS, SF
- I-96 .5 mi. e/o Portland Rd. SS, EF
- I-96 .7 mi. w/o Market St. SS, WF
- US-131 30 ft. s/o Wealthy St. ES, SF
Related Promotion
U.S.News Ranking Postcard —mailing to 8,500 high school juniors and seniors.
Home Team Marketing —Signage and insert in programs at fall athletic games at 37 Detroit area/Grand Rapids high schools.
Targeted Marketing —Targeted marketing in Grand Rapids area to increase number of prospective students from west side of the State. Promotion includes HTM at 5 Grand Rapids high schools, mall signage and 4 billboards in Grand Rapids area. To support expanded presence at out-of-state college fairs, UDM will have ads in the following fall College Guides:
- New Orleans
- Cincinnati
- Chicago
A new Road Piece was also produced to support expanded travel of Admissions counselors.
Engineering Recruitment Campaign
As part of the Engineering Centennial activities, an engineering marketing campaign is underway for student recruitment. The fall campaign includes:
Two rotating billboards at the following locations:
- W. I-94 Fwy & Rotunda NS, FE - 10/3-11/27
- Lodge Fwy s/o Oakman ES, FS - 10/3-10/16
- N. I-75 Fwy & Holbrook ES, FS - 10/17-11/27
- E I-94, 1/2 mi. w/o M-59 NS, FW - 10/3-11/27
- N. I-75 Fwy & Pontiac Rd. WS, FS - 10/3-11/27
- E. I-94 Fwy e/o Macomb NS, FW - 10/3-11/27
Radio ads, 9/26-11/13
- CIMX‐FM (88.7 FM) - 9/19‐11/13
- WJLB‐FM (97.9 FM) - 9/19‐11/13
- WKQI‐FM (95.5 FM) - 9/19‐11/13
Online/Streaming Advertising
- Facebook - 10/1/11-11/30
- Google - 10/1-11/30
- Audience Science - 10/12-10/31, 11/11-12/2
- Pandora - 10/5-11/30
Print Materials
An Engineering brochure is being produced to mail/distribute to 2,000 prospective students. Print ads or posters will also be produced for high school placements.