New WSU ads debut next month, campus gets preview Oct. 4

10:48:14 AM CDT - Friday, September 24, 2004

By Amy Geiszler-Jones

First there were ads from students, faculty and alumni proclaiming "I am Wichita State." Now there are ads telling more about the university through a "This is Wichita State" campaign. The ads are part of WSU's branding campaign, which started three years ago.

The new "This is Wichita State" ads will launch Monday, Oct. 4, with television, print and outdoor billboard components. The campus community will have an opportunity to preview the ads at a come-and-go airing from 10 a.m.-noon Monday, Oct. 4, in the Rhatigan Student Center Fireplace Lounge.

"The entire campaign focuses on the contrasts that make up WSU: high culture and high tech; campus beauty and competitive athletics; student life and rigorous academics; in-the-classroom and on-the-job learning," said Tammy Allen, associate vice president for communications and marketing whose office oversaw the campaign's development. For example, the visual images for one television ad show students racing tricycles during Welcomefest while the audio features physics professor Elizabeth Behrman lecturing.

In marketing circles, building awareness about a product or company is known as branding. WSU started its branding campaign three years ago after WSU officials surveyed what Allen calls "campus stakeholders" the people who work here and community members and alumni who support the university in various ways. "They told us that they were proud of Wichita State, and they wanted others to be," Allen said.

WSU's Office of Publications and Advertising conceived both campaigns. The TV production company I-25 from Colorado and local photographer Steve Rasmussen provided assistance with producing the ads.

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