UH’s new billboard ads highlight institutional excellence. Photo by Thomas Shea

Capitalizing on the success of its award-winning positioning campaign, the University of Houston has launched a new series of billboard ads aimed at enhancing its reputation as an institution of excellence.

“The new ads communicate the message that the university not only offers high-quality education, but also conducts cutting-edge research and has distinguished faculty and outstanding programs,” said Wendy Adair, associate vice president for public affairs in the Division of University Advancement.

The ads can be seen from now through May on billboards in various locations, including at
Interstate 45 north of St. Emanuel Street and South Loop 610 west of Main Street. The ads highlight the number of alumni who are chief executive officers; the space architecture master’s program; molecular research; and Jody Williams, visiting professor in the Graduate School of Social Work and Nobel laureate. Early next month, the ads will be published in the Houston Chronicle.

Adair’s staff in the offices of University Marketing and Creative Services created the ads in response to research conducted last year at the end of UH’s five-year, $5-million positioning campaign, themed “Learning. Leading.”

Research participants indicated that they remembered the television and billboard ads, according to Darcie Champagne, director of university marketing. They also retained the message that UH is a great community partner, but less that it is a university of excellence, Champagne said.

“The campaign’s last round of billboard ads focused on the university’s strong community presence,” Champagne said. “So we decided to develop new ads that reflect the message of institutional excellence and use one of the most efficient and cost-effective mediums – outdoor advertising.”

After the decision was made, the challenge was to produce ads that would spark the interest of Houston motorists and relay the message in a few words. The result was four witty ads, two of which were written by Greg Holland, marketing manager at UH. Senior graphic designer Gini Reed designed the ads.

Before launching the ads, the marketing office asked alumni their opinion through a focus group.

“The biggest reaction from alumni was pride,” Champagne said. “They were proud and excited that the university is doing this. They also were honest and forthright because they want the ads to be successful. They were instrumental in honing the messages.”

The next series of ads, which begins in April, will spotlight research, the sciences and the new Cynthia Woods Mitchell Center for the Arts at UH, Champagne said.

Adair hopes the university will provide funding for additional ads next year.

“I believe very strongly that conveying these messages to the public constantly is the most effective way to increase awareness about the university’s academic excellence,” she said.

To view the billboard ads and the ads from the image campaign, visit http://www.uh.edu/learningleading/
portfolio.htm.

Where the UH Ads Are: