NSU's Advertising Campaign Wins 17 Distinctions in Two National Awards Competitions

Tanya Parnes, NSU News Editor

Issue date: 4/7/08 Section: News

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NSU's "Your Future. Your Terms." advertising campaign was recently awarded twelve distinctions in the 22nd Annual Admissions Advertising Awards competition on March 1, 2008. This competition included more than 2,100 entries from over 1,200 colleges and universities throughout the nation as well as several foreign countries. One of the distinctions included the prestigious "Best of Show" award. NSU also received five awards in the American Advertising Federation 2008 Addy Awards event held in Miami on March 1, 2008. The awards were based on the best work for top brands which include Fortune 500 companies.
Dave Dawson, Executive Director of University Relations, said that he is very happy with NSU's new branding campaign. "What we're trying to do with branding is make NSU stand for something," said Dawson. "We want to attach certain attributes to the name NSU so that when people hear it as they come here for recruiting purposes or for an event, it stands for something." Dawson said that the aim with NSU's new campaign is to attract perspective students as well as their parents to the university. "We have added music, an entertainment value, showing the campus in such a way that people have a sense of place and have helped to give them an idea of campus life," said Dawson. "You want to show and demonstrate the student body and I think that, arguably, it's here. If you want to come to college and have a work hard play hard atmosphere then it is all here to do so. We have to demonstrate that in our advertisements."
Dawson said that NSU is going to be adding to their current advertising campaign through new techniques including blogging about the university and adding YouTube messages on the internet. "People can either like or dislike your advertising but they will still stop and look at it if it is interesting," said Dawson. "A lot of people don't know about the fact that we have a great medical school or that our dental school is in the top ten schools in the country. All of this advertising is done with the intent of bringing prestige to the university, not only to get students to come, not only to get students to stay, but to add value to your degree."
"People don't know how great our university is," said Dawson. "The fact that you win awards because people like your advertisements and think that they are pretty is always good. It feels good. In our case, however, we are actually attracting more students and attention to the university." Dawson said that usually people see ads they really like because they are pretty, yet have absolutely no idea what the message was. "I like it when we win [awards] based on the fact that [the ads are] doing what was intended. They're not just pretty and fun but are attracting students," said Dawson. "There are an infinite number of messages and ways of messaging. The reward is that it's doing what we want it to do. The recognition comes from people's feedback and response to learning about NSU."

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