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Jan. 31, 2007
CONTACT: Ron Podell
ron.podell@emich.edu 734.487.4400

EMU launches new billboard campaign to promote March 24 Explore Eastern event

YPSILANTI — Motorists in Washtenaw, Wayne and Livingston counties may see billboard along major area freeways sporting the numbers "3.24.07." These are not partial winning lottery numbers, but rather a date that may play a key role in the future of many area high school students.

Eastern Michigan University has launched a new billboard campaign to promote its March 24 Explore Eastern open house for prospective students. In addition to the date, the billboards — located at seven locations — include the words "Explore Eastern," "Eastern Michigan University" and the University's homepage, "emich.edu."

"We're switching our outdoor creative to promote the admissions open house and to support our student recruitment efforts," said Theodore G. Coutilish, EMU's associate vice president of marketing and communications.

"The reason we chose this creative is to promote intrigue and have the billboards stand out in a cluttered marketplace. The goal is to drive traffic to the Web site and to the event."

Billboards are located at the following locations: US 23, approximately one-half mile north of Spencer Road; I-96, 750 feet west of Mason Road; US 23, approximately one-third mile south of North Territorial Road; and I-96, about 1.1 miles east of Pinckney.

Two other billboards will go up later this week. Those billboards are located on I-94 at the 183 Huron exit and the other is westbound at the Detroit city limit.

In addition to the billboards, the Explore Eastern event will be promoted through a high-quality, well-branded campaign on youth-oriented local radio stations and the University's home page. E-mails and postcards also will be sent to prospective students, Coutilish said.

           

"We're layering communications, so prospective students have every opportunity to learn about and attend the admissions event," he said.

           

"The Office of Admissions is very enthusiastic about the new billboard campaigns, focused on bringing students and families to our campus for our upcoming Explore Eastern open house March 24," said Kathy Orscheln, EMU's interim director of admissions.

           

"With the billboards, the radio, the announcement postcard and the spot on the Web site — all with the same graphic — we think the message will really hit home with our targeted populations. We're expecting these combined strategies to work together to make this our largest winter term Explore Eastern yet."

In the past, the highest number of prospective students to attend Explore Eastern during the winter was 586. Orscheln is hopeful the advertising blitz will bring more than 750 students to campus for the event.

The open house event, sponsored by admissions, is scheduled 10 a.m. to 1 p.m. Students will have the opportunity to talk with faculty; listen to deans give brief presentations about programs in their colleges; and take a tour, which includes an opportunity to see a classroom building, the Bruce T. Halle Library, the Olds-Robb Recreation and Intramural Building, and a residence hall room.

Prospective students can register for Explore Eastern at www.emich.edu/admissions/register/eereg.html

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Eastern Michigan University is a public, comprehensive university that offers programs in the arts, sciences and professions. EMU prepares students with the intellectual skills and practical experiences to succeed in their career and lives, and to be better citizens.

Editor's Note: Looking for an expert source for a story? Check out EMU's Eastern Experts online at www.emich.edu/univcomm/easternexperts.


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