Status Report of Rutgers Comprehensive Communications ...

Leveraging the Success of the Scarlet Knights
The Rutgers football team achieved the nation’s number one ranking in the
Academic Progress Rate (APR) according to the multiyear APR figures released
by the NCAA in June. The historic accomplishment continues a trend
for the Rutgers football program of success both in the classroom and on
the playing field. Furthermore, 11 Rutgers teams earned perfect scores. To
showcase this significant accomplishment, a targeted media campaign has
been developed for the beginning of the 2010 football season. All materials
include text that reads “Academics. Athletics. At The Top.” Elements include:
billboards on the New Jersey Turnpike and Somerset Street
in New Brunswick;
a full-page ad in the New York Times (This will be the final ad to take
advantage of a deeply discounted rate negotiated two years ago.);
a full-page ad in Rutgers Magazine; and
an oversized postcard that will be mailed to leaders at peer
universities around the country and policy leaders in Trenton and
Washington, D.C.
Maximizing Scarce University Resources through
Collaborative Media Buys
University Relations will continue to use the university’s purchasing power to negotiate advantageous
pricing for advertising. An example is a five-week media buy that is a collaboration
of five units—University Relations, Mason Gross School of the Arts, the School of
Management and Labor Relations, Rutgers School of Business–Newark and New Brunswick,
and the Division of Continuing Studies. The media buy will have a rotating video presence
on all 13 New York-bound PATH train station platforms for five weeks, beginning October 4,
2010. This introductory offer will provide Rutgers with a total of 8.1 million impressions at a
discounted rate of $.0025 per impression.
Celebrating Rutgers Pride
University Commencement 2011 will be a completely revised ceremony that will be held in
Rutgers Stadium for the first time in decades. University Relations is partnering with the Office
of the Secretary to produce a video meant to instill a sense of pride and community and
convey that Rutgers is a first-class university. The primary audience for this video is the family
members and friends of graduates from our undergraduate and graduate programs across the
university who attend University Commencement. The video will be shown on the Jumbotron
at the stadium prior to the ceremony.
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