Judges 'Choose Red' in CASE District Awards
Contact: Jeff Murphy
WARRENSBURG, MO (Feb. 13, 2012) – The University of Central Missouri’s “Choose Red” marketing effort contributed to five honors – including three Gold certificates – during the 2012 Council for the Advancement and Support of Education District VI Awards competition. Top entries were announced during the district’s annual conference, which took place in January in Denver.
“For professionals in higher education marketing, the CASE Awards are an important validation of your efforts,” said Robin Krause, director of marketing and promotions in the Office of University Relations. “For UCM to win in several categories is really a tribute to the dedication and creativity of our designers, writers, and photography staff.”
He noted that the competition includes schools such as the University of Missouri, Kansas State University, University of Kansas, University of Nebraska, and many other public and private institutions in an eight-state region. Entries of items created during the 2010-11 academic year were judged during the event.
UCM captured Gold Awards in the categories: Excellence in Institutional Relations – Institutional Branding Campaign; Excellence in Writing – Radio and Video Script; and Excellence in Graphic Design – Series or Multiple Piece Project – Four or More Colors Single Page. Other recognition included a Silver Award for Excellence in Advertising – TV Ad, and a Bronze Award for Excellence in Communication – Overall Publications – Student Recruitment Series.
University Relations staff members who contributed to award-winning entries are: marketing writer Heather Hickerson; designers Sarah Murrill, Adrianne Fillinger, and Erin Livengood; video and still photographers John Kennedy and Bryan Tebbenkamp; and student designers Joey Gross and Brandi Sahlfeld.
“It was exciting to win in so many categories, but I think I’m most proud of earning Gold in the ‘Institutional Branding Campaign’ for Choose Red,” Krause said. “Many universities hire ad agencies to develop and run their marketing campaigns, but our campaign was done completely in-house.”
Hickerson said 17 different items were submitted for judging in the Institutional Branding category – all of them consistent with the Choose Red focus. This included posters, trading cards, billboards, video commercials, print ads, as well as social media examples.
“Choose Red is a recruitment-based campaign for undergraduates, which we initiated in November 2010 and officially launched in February 2011, so it had a very fast turn-around,” Hickerson said. “Considering the brief time we had to put all this together, we are especially pleased by the outcome and the continued positive feedback we have received on and off campus for the campaign.”
The entry in the Excellence in Writing – Radio or Video Script category consisted of a 30-second radio/television script, created in Spanish to reach the Latino audience. UCM faculty were instrumental in the translation.
In the Excellence in Graphic Design – Series of Multiple Piece Project, the university submitted a four-color brochure created for the Office of Military and Veteran Services. It provided information about the various services offered by UCM to active duty military personnel and veterans.
The Excellence in Communication – Overall Publications – Student Recruitment Series was created in cooperation with the Office of Admissions staff. Designed to reach prospective students, it included items such as newsletters, a viewbook, postcards, and the admissions representatives’ “road” publication.
For the Excellence in Advertising – TV Ad, University Relations submitted a 60-second commercial, which utilized students from the Department of Theatre and Dance as student actors.
“This helped us to introduce the Choose Red campaign in the Kansas City area on both the Missouri and Kansas sides,” Hickerson said. “We are very grateful to our theatre students for contributing their talents to this ad. We’ve also used it on our university website and have received excellent response.”
Krause said he is pleased with the way the staff collaborated to make the Choose Red campaign successful. He also added, “We appreciate the contributions of UCM’s Printing Services unit. Their dedication to quality publications helped make a number of these awards possible.”