EMU introduces "I am TRUEMU" messaging campaign

by Walter Kraft, Published August 11, 2011

Walter Kraft announces new messaging campaign

Eastern Michigan University is introducing a new messaging campaign, "I am TRUEMU." The messages focus on upbeat, positive, bright imagery and key words identified as meaningful by students.

"I am TRUEMU" will soon be visible on billboards, online and print ads, T-shirts, campus posters, and television and radio commercials, as part of an integrated effort to unite the university's student recruitment, image and athletics messaging under a single theme. The new materials feature EMU students and faculty and are from their point of view.

The development of the campaign was led by EMU's Marketing Department in the Division of Communications. The student-driven process included the review of 11 initial concepts. The concepts were presented in discussion groups and displayed over a three-week period at the EMU Student Center Admissions Office, where staff and current and prospective students and their families had the opportunity to review, make comments and select favorites.

"The student voice was critical to the process," said Theodore G. Coutilish, associate vice president for marketing. "By creating a single, powerful, unifying theme, we will more effectively and efficiently be reaching our many audiences."

The chosen theme -- overwhelmingly favored by students -- was the brainchild of EMU alumnus Scott Pryor, principal, Pryor Design Company, Ann Arbor.

"As a proud graduate of EMU, and having worked with the university over the years, I was thrilled to be part of this creative process," Pryor said. "I care deeply about how this institution is portrayed, and I believe this new campaign epitomizes the true spirit that is EMU."

Walter Kraft, Eastern's Vice President for Communications, said, "Universities in Michigan and Ohio have dramatically increased efforts to attract prospective students in recent years. This campaign reflects Eastern's commitment to spreading the word about our outstanding students, faculty, staff, programs and campus in order to continue build on our positive momentum and growth."

About Eastern Michigan University

Eastern Michigan has led the state with three years of tuition restraint while investing in the quality of its programs and in the revitalization of academic buildings and student housing. The University offers more than 200-degree programs and was recently named as one of the "Best in the Midwest" by The Princeton Review, the ninth consecutive year the University has received the honor.

View images of the campaign materials

Walter Kraft

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