October 18, 2002

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Marketing Campaign Presentation
WPI Joint Advisory Boards Meeting
October 18, 2002 (Edited for the Web 11/20/02)
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Agenda

• Situation Overview
• Institutional Advertising
• Media Relations
• Other Plan Activity
• Measuring Results
• A Community of Marketers

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Situation Overview
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Why Market WPI?

• We believe in our educational system
• We believe in the positive impact WPI students
  and alumni have on society

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Benefits of Marketing at WPI

• Attract more, and even more talented,
  undergraduate applicants
• Extend geographic and demographic reach
• Increase enrollments in full- and part-time
  graduate and non-degree programs
• Recruit additional outstanding faculty members
• Enhance national reputation among peers
• Increase financial support for research and
  education
• Build community pride
• Increase the value of all WPI degrees

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Institutional Advertising
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The Commercials
Watch the TV Commercial Online
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Media Relations
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Results

• Substantial progress in ongoing story placements
  in most key areas
• Media training complete for President/Provost
• Two strongest successes, locally and nationally
• Prof. Barnett, FPE, World Trade Center Tour
• Massachusetts Gubernatorial Debate

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Gubernatorial Debate Highlights

• National and International Coverage
• C-Span CNN ABC News
• Regional Coverage by every major Massachusetts
  television station and daily newspaper
• Estimated viewing audience 507,000
• Estimated readership 1.4 million
• Strengthening of existing media relationships and
  creation of new ones
• Two references to WPI initiatives by OBrien
  during debate

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Other Plan Activity
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WPITechnological Humanist Award
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Campus Signage
Entrance at West and Salisbury Streets
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Advertorial in U.S. News World Report

• Targeted advertising Sept. 23, College-ranking
  issue
• Serious editorial format
• Three pages to position WPI and tell our story
  in depth
• Reprints are available for use around campus and
  to promote a wide range of individual areas

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(No Transcript)
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The WPI Magazine

• The WPI Journal and The Wire are forged into one
  new magazine TransformationsA Journal of
  People and Change