OCTOBER 20, 2004

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Northwestern launches integrated marketing program

“Learning and Leadership for Life!”

That’s the promise Northwestern Oklahoma State University is making to students and other constituencies as part of the institution’s first integrated marketing campaign launched this month.

The tagline “Learning and Leadership for Life” draws its roots from the University’s refocused mission statement and from the Northwestern motto of “Learn Today, Lead Tomorrow.”

“Students need to know that Northwestern offers them the opportunity to become lifelong learners and lifetime leaders,” said Dr. Paul Beran, president of Northwestern. “Our reputation for quality, affordable education has long been established, but we need to make the public more aware of the leadership role of Northwestern as a comprehensive regional university. Potential students also need to be informed of the leadership opportunities available to them.

The first visible elements of the campaign will be in newspaper advertisements in newspapers across northwestern Oklahoma and southern Kansas. Radio commercials also are airing.

Northwestern is working with KJ Productions of Enid to produce a new recruiting DVD and television commercials.

Steve Valencia, director of public relations at Northwestern and architect of the campaign, said the marketing effort is more than a simple advertising campaign.

“We want our audiences to view Northwestern as the public university of choice for this region,” Valencia said. “We will accomplish this by integrating the University’s communications and marketing efforts into a coordinated approach that presents our key message of “Learning and Leadership for Life!”

“The development of an integrated marketing campaign was one of the seven key directives of our strategic plan,” Valencia said. “Increasing competition for students, state budgetary challenges and the need to expand Northwestern’s primary recruiting territory also drove the development of the marketing plan.”

Beran said the plan will evolve over the next two years but that integrated marketing is here to stay at Northwestern.”

“People need to be constantly reminded about Northwestern and the outstanding opportunities provided to students,” Beran said. “We have a great university and a great message to share.”