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Phase two of UWM's award-winning awareness campaign began in mid-August and will continue through mid-November. The student recruitment advertising campaign was judged third-best in the country among schools with more than 10,000 students by the Admissions Marketing Report, the national newspaper of admissions marketing. This year's campaign introduces new radio and outdoor ads (billboards and bus signs). UWM's gold-medal-winning television spot ("Are you aware?") continues to be used for the campaign. It will be joined by a new 60-second spot created by Eichenbaum + Associates.
The 1999 recruitment advertising effort includes 909 television spots, 590 radio spots, a series of high-visibility outdoor boards (primarily on area interstates), and a sequence of ads appearing on Milwaukee County Transit buses. About two-thirds of the television spots are airing on Time Warner Cable channels. The rest are running on WTMJ-TV 4, WITI-TV 6, WISN-TV 12, WVTV-TV 18, WCGV-TV 24, and WDJT-TV 58.
Radio spots are airing on WJZI-FM, WKLH-FM, WKTI-FM, WLTQ-FM, WLZR-FM, WMIL-FM, WMYX-FM, and WMCS-AM. Most of the radio ads are airing on stations and at times that reach younger people who may be in the process of choosing a college.
Assistant Chancellor for University Relations Sandra Hoeh-Lyon said, "The first phase of the recruitment advertising program was very successful. It not only connected very solidly with our primary target audiences, it worked wonders on UWM's overall visibility in the community. People not only noticed, they really liked the ads.
"Phase two, I am sure, will build on that momentum and help us capture the attention of an even larger part of the community."
Another new feature of this year's campaign is the inclusion of the new UWM logo. The logo and related graphics applications, introduced earlier this year, were developed by UWM alum John Thiel, head of Thiel Visual Design, Inc.