FOR IMMEDIATE RELEASE
Director of Communications
Loyola Launches ‘Values’ Ad Campaign Integrated Marketing Approach Includes Internal Engagement, Public Relations, and Guerrilla Marketing
CHICAGO, March 28, 2006 Loyola University Chicago announces a new image advertising campaign, “Loyola Values,” showcasing the school’s unique approach to educating its students and the lasting values they take with them when they leave the University. The timing of the campaign coincides with a dynamic period of growth and accomplishment at Loyola.
The campaign aims to raise Loyola’s profile and draw people in to learn about how and why Loyola provides a different educational experience. The campaign supports enrollment and retention efforts, affirms the University’s mission with current students, faculty, and staff, and strengthens relationships with Loyola’s 120,000 alumni.
“Our campaign speaks to the heart and soul of Loyola and why a Jesuit education is incredibly relevant and valued in today’s world,” said Kelly Shannon, marketing and communications chief at Loyola University Chicago. “The Jesuit values we highlight in the campaign have broad appeal across religious beliefs, ages, and cultures because they speak to humanistic values such as serving others, social responsibility and justice, commitment to excellence, freedom of inquiry, and the pursuit of truth.”
In-House Development and Execution
Campaign development and execution was handled entirely by Loyola’s Division of University Marketing and Communications (UMC), a new integrated marketing department formed by Father Garanzini, S.J., president of Loyola University Chicago.
“The campaign’s design is contemporary, bold, and clean. We think the ads have stopping power and are easy to consume. They provide a smile, answer a question, and pique interest,” said Katie Hession, brand director of UMC. “The concept of the campaign also allows for a lot of flexibility, enabling us to tailor messages for specific schools and events and to instantaneously leverage important Chicago moments.”
The ads invite people to visit Loyola’s website at www.LUC.edu, where a new landing site will be launched in mid-April that further explains the Jesuit education and provides a virtual tour, student testimonials, virtual postcards, and other campaign information. Each ad also ends with the Loyola logo and promise line, “Preparing people to lead extraordinary lives.”
The first phase of the campaign will run through June with ads appearing in print, on the Internet, and in outdoor signage. The campaign will resume in the fall and will appear through distinctive channels such as on-campus signage, street banners, and possibly University retail (t-shirts, magnets, postcards, and buttons).
To generate excitement and awareness for the new campaign internally, the Loyola community will have several opportunities to be involved and to help promote the campaign. For the launch, a competition is underway for Loyola faculty, staff, students, and alumni to submit their own advertisement. The winning headline will run in a newspaper ad later this fall. In addition, the “Loyola Street Team,” a guerilla marketing group comprised of undergraduate and graduate students, many of whom are studying to be future advertising and marketing leaders, will help spread the word through various projects on and off campus.
About Loyola University Chicago
Committed to preparing people to lead extraordinary lives, Loyola University Chicago was founded in 1870 and is among the largest of the 28 Jesuit colleges and universities in the United States. Loyola has a total enrollment of more than 14,000 students, which includes 9,000 undergraduates hailing from all 50 states and 82 foreign countries. The University has four campuses: three in the greater Chicago area and one in Rome, Italy. Loyola’s nine schools and colleges include: arts and sciences, business administration, education, graduate studies, law, medicine, nursing, professional studies and social work. Loyola offers 66 undergraduate majors, 59 master’s degrees, 36 doctoral degrees, and three professional degree programs. Recognizing Loyola’s excellence in education, U.S. News and World Report has ranked Loyola consistently among the “top national universities” and “best values” in its annual publications. For more information, please visit our web site at www.luc.edu.