CMU introduces new TV, online and social ads

Campaign focuses on hands-on learning and collaboration

| Author: Logan Pellegrom

Student researchers testing a river's water quality, film students documenting their work and a curious hiker wondering what he just stumbled upon on a sunny Michigan afternoon.

This is the scene of one the new commercials in Central Michigan University's latest advertising campaign, focusing on hands-on experiences and delivering real-world results.

The campaign went live in market on Oct. 1 and includes several versions of the ad for various TV, online and social media placements.

John Veilleux, CMU vice president for University Communications and chief marketing officer, says you must be unique to break through the noise of higher education marketing.

"We want to show prospective students the hands-on, real-world and fired-up mentality we have here at Central Michigan University," said Veilleux of the new campaign.

CMU introduced its new brand and tagline "We do." in September of last year. The brand promise — "You will learn to lead in life" — encompasses four pillars: We focus on real-world results, we set the leadership standard, we lift each other up, and we exemplify a Fired-Up attitude.

The university's advertising efforts seek to demonstrate the real-world experiences CMU provides from day one – a differentiator in higher education. The ads are currently running throughout Michigan and the surrounding region.

More information on CMU's brand guidelines is available online and members of the CMU community may sign up for brand voice training if interested.



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