University Advertises on a ‘Need to Know’ Basis

Ann McClure's picture

A new campaign for a university is borrowing a page from Dale Carnegie in trying to win friends and influence the influencers.

The campaign, now under way, promotes Boston University as a center for world-class research. The image-building campaign, in print and online, is different from the typical campaign from a college or university that is aimed at potential students and their parents. In this instance, the primary target market is so-called thought leaders who influence the rankings on the surveys of best colleges and universities published by the likes of U.S. News and World Report, The Times Higher Education, The Princeton Review and The Fiske Guide to Colleges. That target audience is composed of deans, provosts and presidents at other universities and colleges — the people who respond to those surveys. For example, Boston University is ranked 59th in the 2010-11 edition of The Times Higher Education World University Rankings.

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