choose houston tv spot
DESCRIPTION
National television commerical for the University of HoustonTRANSCRIPT
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Category 66, Video (marketing) – Choose Houston Video
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Situation/Challenge In January 2011, when the Carnegie Foundation for the Advancement of Teaching named the University of Houston one of the state’s three public Tier One research universities, the designation marked a critical time for UH. It became a prime opportunity to further UH recognition as the modern, dynamic, high-‐quality institution that ii has become. However, UH’s reputation historically had suffered. Preliminary brand research had revealed that some outdated and often completely erroneous ideas were negatively impacting the opinions of external audiences. Even key internal segments -‐-‐ faculty, staff, students and recent alumni -‐-‐ held some unflattering beliefs that UH was “Cougar High,” only a commuter school, and lacked a foundation like a UT or A&M for school pride. With that challenge, our overall goal was to produce a video that reflects a bold, emerging university full of confidence, power and pride. Research insights included:
• Focus on the students, not the “university” as the heart and soul of UH • Take the academic-‐speak out of our brand message • Re-‐engage the campus with brand love first, then reach out community-‐wide • Drive interaction and engagement among our students, faculty, alumni and business
community and give them permission to speak with enthusiasm about UH • Make an earlier, positive brand connection with students
Objective The UH video launched during the fall 2011 semester, but objective planning began early in the year. The marketing/communications goals included the following:
1. Produce a video that captures the strategic impact and relevance to further the UH brand – bold, confident, strong and professional/aligned with Houston businesses.
• introduce a new era in Texas education, indicative of the university’s emerging strength and power as a Tier One public research university
2. Broadcast the video during all local and nationally televised UH Football games during the fall ‘11 season, and at a minimum of six campus or media events designed to reach measurable audiences.
• promote Choose Houston video spot as a “choice of opportunity” to experience student life and reach professional aspirations
• capitalize on the Tier One Carnegie designation and connect that to continued success of each student and all alumni
3. Gauge positive (and measurable, when possible) feedback from audience segments. Strategy/Tactics We assigned a strategic marketing and communications team to develop the imagery and messaging for the video. Narrative performed by Russ Cassell from Sunspots Productions, Inc. The execution of the video was positioned around the remarkable year the University of Houston experienced in 2011, from its national Carnegie Tier One designation and Princeton Review recognitions to UH’s historic football season and invitation to join the Big East Conference.
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Category 66, Video (marketing) – Choose Houston Video
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Message Alignment The primary message was to communicate across multiple platforms using a broad range of different broadcast tools. By promoting the brand message on a wide range of video platforms, we could achieve message saturation, which would lead to more vocal statements of Cougar pride and brand awareness from our target audiences and change the perceptions noted in previous research. With a projected budget of $5,000 and internal marketing team, we launched the Choose Houston video spot in fall 2011. To create the video and achieve our above-‐mentioned goals, we knew we needed to communicate the following:
• Institutional Excellence o presenting one of the “Best Colleges” in the country (The Princeton Review)
• Campus Beauty
o lush, global campus for diversity at its best, which was named a “Green University” (The Princeton Review)
• Bold, confident pride
o presentation of the inner strength and determinism of UH as a university of choice for current and prospective students, in addition, invested business members
o positioning of split-‐screen shots: (1) close-‐up shot of student’s face; (2) shots of the city of Houston; (3) and shots of the students, facilities and campus life depicting only some of the UH college experiences that influence student success beyond the classroom and in their professional careers
o emerging success – UH is “on the move”
• UH Success o driven to excellence powered by student success, the University of Houston’s
priority as a Carnegie-‐designated Tier One institution o UH helps fuel Houston’s success o depicting one of the key “big rock” goals of President Khator’s strategic
initiatives
• UH Research o breakthrough research – positioned to make a major impact in research and
education in fields spanning biology and biochemistry, kinesiology, psychology, mathematics, pharmacy, nutrition, engineering, optometry, chemistry, physics, medicine and society and computer science
o depicting one of the key “big rock” goals of the President Khator’s strategic initiatives
• UH Energy o impact – powering the future with bold innovation in the energy capital of the
world o depicting one of the key “big rock” goals of the President Khator’s strategic
initiatives
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Category 66, Video (marketing) – Choose Houston Video
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• UH Arts
o vibrant life & arts -‐ testament to the strength of arts programs and collaborations that ignite the imagination of our students and connect the university with the Houston community at large.
o power of creativity and innovation -‐ depicted as cornerstones of a Tier One institution
Results Each of the strategic goals and communication strategies were evaluated and measured:
• The TV spot aired locally and nationally 14 times on ESPN, ESPN3.com, ESPN U, Fox Sports Network and ABC, with over 10 million in TV viewership
• The video spot was broadcast live on ESPN College GameDay (11/19/11) to a total audience viewership of 10,000
• Aired at Robertson Stadium during the UH Football season 14 times to a total audience viewership of 360,000
• Video spot received over 5,000 views on the UH YouTube page • Over 200 copies were distributed to high-‐end donors and Houston business leaders • Gelb Consulting conducted market research among our key constituencies to evaluate
our marketing and branding effectiveness in 2011. Key findings, many of which are embodied in the video, included:
o UH is “on its way up” and narrowing the reputation gap with other Texas institutions (Rice 90%, UT 88%, A&M 80%, UH 79%, Tech 45%)
o Key drivers of UH reputation: Tier One, professional, prestigious, preparation for the global workforce, passion