Marketing and CommunicationsUT and MUO "Merging Two Great Institutions" campaign
The University of Toledo and the Medical University of Ohio will be combined as one university on July 1, 2006. An advertising and marketing communications campaign has been created to support this significant and historic event. A number of online, print and broadcast elements have been created to facilitate this.
Campaign objectives Build awareness of the impending merger and reinforce the importance of the two institutions
Communicate the value and benefits of the merger
Build student, faculty, staff and community pride
Promote enrollment and solicit inquiries
Lay the foundation for future marketing efforts
Media Mix
Internal
Posters feature UT and MUO faculty, staff, students and alums to reinforce the value of the education and experience at the institutions
UT alumnus/MUO medical student UT alumnus/MUO doctoral student UT employee/MUO patient UT employee and MUO physician
MUO employee/UT alumna UT alumna/MUO occupational therapy student UT alumnus/MUO trained paramedic ExternalAdvertising media consists of print, outdoor and broadcast
Print
High profile business publications such as Crain's Detroit Business were chosen to reach major decision makers and compete directly with institutions like the University of Michigan
Crain's Detroit BusinessLocal and area papers carry the message of how more can be expected from the new University of Toledo.
Toledo Blade ad City Paper ad Outdoor
Outdoor boards have been strategically placed throughout the area and feature individuals and alums from both campuses have been created to underscore the value the two institutions provide.
Family Affair A Prescription for Success
Climbing the Ladder of Success A Healthy Combination
Broadcast
:60, :30 and :15 second television commercials were created and are appearing on local network stations. They feature historical and present day shots from both institutions, reinforce the positive impact this merger will have and have a call to action.
15 seconds commercial 30 seconds commercial 60 seconds commercial
