WPI Marketing Campaign

On April 3, 2002, WPI launched a comprehensive, integrated advertising, public relations and marketing communications program. The product of two years of research and planning, the program's aim is to broaden awareness for the university's outstanding educational and research programs, and to gain increased recognition for the university's unique approach to undergraduate education.

Here are a few recent milestones in the campaign:

The centerpiece of the marketing program is a broadcast advertising campaign. A television spot was first broadcast extensively in the Boston and Hartford and New Haven markets in the spring and fall of 2002 and 2003. The same commercial went on the air again in the New York metropolitan area, which includes northern New Jersey and southern Connecticut, on Sept. 27, 2004 and will run through Nov. 14. The commercial and the TV broadcast schedules are available online.
Prospective students are known to be difficult to reach through advertising, but research has shown that the Web is an ideal medium for connecting with students who are conducting a college search. From mid-summer through late fall, 2004, banner advertisements will appear on USNews.com and Princetonreview.com, which are the two most popular college search Web sites. In addition, academic keyword placements will be run year round on Google. Read more about the campaign and view the banner ads...
Throughout the 2004 season at Tanglewood, the summer home of the Boston Symphony Orchestra, a WPI advertisement appeared in the concert program. The advertisement, viewed by more than 300,000 concertgoers, featured Sergio Salvatore '02, a concert pianist and computer engineer, and was intended to showcase both the breadth of the WPI curriculum and the diverse interests and talents its students. View the Tanglewood advertisement...

Other elements of the marketing campaign include an expanded media and public relations program; an electronic marketing (or e-marketing) program; the new university magazine, Transformations; a new visual identity system for the university, including a set of visual identity standards; and the WPI Web site and revised Web policies.

As the program continues to develop, we will post updates on this site - see Program News.

Maintained by webmaster@wpi.edu
Last modified: Mar 22, 2005, 15:55 EST