New Marketing Campaign Making an Impact
A new, multi-platform marketing campaign initiated by Marketing and Communications Division this academic year has had an impressive impact to date, with increased responses on social media platforms, and increased turnout at information sessions for the University's graduate and professional prograrms
Fairfield hired a new agency, Silverman Group, located in New Haven, Connecticut, to help define and expand the University marketing strategy across an array of media platforms for a multifaceted campaign.
Strategically, the University’s external marketing efforts — outside of extensive admissions initiatives — focuses heavily on brand awareness and graduate programs across all University schools. The goal is also to increase awareness, ticket sales, and community attendance for Fairfield University Athletics and for events at the Quick Center.
The messaging strategy has emphasized the Universities many accolades and impressive rankings, showcasing prestigious academic programs and university offerings.
The advertising media buying strategy has slightly shifted from last year. The University is now rolling out a much more extensive out-of-home campaign which encompasses billboards, train platform posters, internal train car-cards, and additional media.
The billboard campaign is currently running within the Connecticut region, since people who apply to the graduate programs typically live within a 30-minute/ 30-mile radius from campus.
Fairfield has always advertised across many different radio stations, but this year is specifically working with Star 99.9 on a couple different new cross-promotion initiatives. One in which, Star 99.9 will be featuring a Star 99.9 Fairfield University/ STAGS Player of The Week. There will be updates of game highlights, stats, upcoming games, and coach and player interviews. Anna from Anna and Raven in the morning, have come to campus to host live broadcasts of events such as the Opening of the Rec Plex and will be court side for the November 11th Basketball doubleheader against Sacred Heart.
“Fairfield has so much to be proud of, from our academic programs and cultural events, to our athletic successes and service initiatives — and we pursue all of this while remaining true to our mission to form persons who will transform the world for the better," said Jennifer Anderson '97, MBA'02, vice president of Marketing and Communications. "Our objective through advertising and other channels is to ensure that this story gets told, and that Fairfield continues to be a top-choice destination for our students and our community.”