As a public university with stellar academics, big-time research, and a warm, welcoming culture, Indiana University of Pennsylvania needed unique ways to help future students learn what the school has to offer. The IUP team wanted to reach target audiences in a way that wouldn’t look or feel like any other college’s recruitment campaigns.
Brunner, as IUP’s marketing partner, got to work.
The result is the ‘Get in the Grove’ campaign, a set of videos featuring one of IUP’s most beloved campus features — its grove of towering, majestic oak trees — along with enthusiastic students engaged in all types of academic pursuits.
Winning Silver at 37th Annual Education Advertising Awards
In March, the ‘Get in the Grove’ campaign won the Silver Award for the Television Advertising-Series at the 37th Annual Education Advertising Awards. The competition drew more than 2,000 entries from more than 1,000 colleges, universities, and secondary schools. A national panel of higher education marketers, advertising creative directors, marketing, and advertising professionals judged the entries.
The campaign launched with videos of :30, :15 and :06 seconds airing on broadcast and cable channels. The spots have exceeded target rating point (TRP) goals across all markets.
Inspiring students to envision their future
Each ‘Get in the Grove’ video invites prospective students to envision their future at IUP. The voice-overs share inspiring messages about the opportunities IUP offers: “Welcome to the Oak Grove at IUP, where big-time research opportunities are for the many, not just the few, and world-renowned professors ignite ambitions. Search here and there’s no telling how far you’ll grow. Get in the grove … at IUP.”
The spots were filmed on the IUP campus to capture the grandeur of those mighty oaks, and include students from a cross-section of academic majors and programs. The Brunner team worked with Animal Media, Pittsburgh, for production.
At Brunner, we’re honored to work with the IUP team and excited to see this strategic and creative collaboration continue to deliver results. More to come!