The Chronicle, September 10, 2018

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PAGE 3: Professor brings humor into classroom as vice president of AHSA

PAGE 7: Puppies and humans welcome in Logan Square pop-pup bar

PAGE 13: Illinois uses VW settlement funds to replace diesel engines PAGE 14: Divvy plans to add 36 new stations in next few months Volume 54, Issue 2

September 10, 2018

ColumbiaChronicle.com

Marketing Columbia: College rethinks recruitment strategies

THE COLLEGE RECENTLY hired Chicago advertising agency SOCIALDEVIANT to create a new marketing campaign for the college, designed to help increase student enrollment. The new campaign will target incoming fall 2019 students. SOCIALDEVIANT plans to roll out digital content starting in October. The agency plans to release the overarching campaign either by late fall or early winter, according to Stephen Mariani, senior account and strategy lead at SOCIALDEVIANT. “We’re going to map the right distribution channels based on what our concept and target is,” Mariani said. “We know

[we’re] looking at perspective students; we know we’re trying to drive enrollment for next year.” Forming an advertising campaign for Columbia is especially challenging and different from other institutions because of its unique culture and creativity, he said. “[Columbia students] are creatives, we’re a creative agency. That offers a lot of opportunity for collaboration,” Mariani said. “How can we use Columbia students as a part of the ad campaign? How can Columbia students be a part of SOCIALDEVIANT in things that we do to truly integrate our two brands?” Vice President of Enrollment Management Michael Joseph started his position Aug. 13, as reported July 31 by The Chronicle.

SEE ENROLLMENT, PAGE 3

» TESSA BRUBAKER NEWS EDITOR

PICTURED: VICE PRESIDENT OF ENROLLMENT MICHAEL JOSEPH » KEVIN TIONGSON/CHRONICLE


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