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TODAY news for Thursday, April 20, 2006

Loma Linda University news

LLU receives two merit awards for marketing campaign materials

Virtual tour screen
Loma Linda University won two awards for new recruitment materials.
Loma Linda University recently received two merit awards for media associated with the student marketing campaign that was produced last year. The awards were a result of entries in the 23rd annual admissions advertising awards competition—a national competition that acknowledges exceptional admissions and recruitment marketing media. Entries were judged based on creativity, marketing execution, and the impact of the message. This honor is a testament to the efforts and dedication of the many people involved in these projects from across the University.

The first merit certificate was awarded to the LLU website recruitment package that was entered in the graduate school Internet/website category. The web recruitment package includes the new University website design, virtual tour <www.llu.edu/virtualtour>, online digital viewbook <www.llu.edu/llu/viewbook>, and interactive campus map and directions system <www.llu.edu/map>. The second merit certificate was awarded to the CD-ROM viewbook that was entered in the graduate school video viewbook category.

During the past year, Loma Linda University has implemented a new University-wide, integrated marketing campaign centered around the theme “Transforming Lives.” This theme was selected because B. Lyn Behrens, MBBS, president and chief executive officer of LLUAHSC, has often stated that the University is “in the business of ‘Transforming Lives.’” In addition to the campaign theme, the tagline of “A Seventh-day Adventist Institution Integrating Health, Science, and Christian Faith” was created to maintain consistent messaging between each of the new marketing materials. The materials were first displayed at last year’s General Conference session in St. Louis, Missouri.

The areas of enrollment management, information services, and public affairs have worked together closely with Earthbound Media Group (a creative media firm based in Irvine), the vendor selected to lead in the development of the campaign. Earthbound coordinated the process to research, strategize, and create a mix of print, electronic, visual, and software media for the purposes of student recruitment and marketing. The primary objective of the campaign was to create integrated marketing materials with unified messaging and consistent program information that was easily accessible—to serve as a prospective student’s guide to the seven Schools within the University. A secondary objective was to promote other organizations within LLUAHSC to these students, such as the LLU Medical Center and Children’s Hospital.

Earthbound principal Damien Navarro stated, “These awards are a testament to the dedication and commitment that have been fostered by Loma Linda University throughout our working relationship; one that has been embraced and supported by the management, support teams, and staff at both Earthbound and LLU from the very beginning.”

To date, the marketing campaign has produced new photography of students and campus, video, fact sheets, a searchable CD-ROM, an online digital viewbook, a traditional printed viewbook, and updates to the University’s website to create a new “look-and-feel.” The website also contains the new interactive campus map and directions system as well as the virtual tour application that enables online visitors from around the world to venture around the campus as they watch and listen to key highlights narrated from multiple University perspectives.

“It is gratifying to receive national recognition in two award categories with such strong competition from other prestigious graduate schools,” says Rick Williams, PhD, assistant vice chancellor for student services. “These awards are a testament to the vision and commitment of all of our colleagues throughout the University that collaborated in producing these new marketing materials. It took total involvement and support from the Board of Trustees, University officers, school deans, marketers, admissions directors, department chairs and program directors, and faculty and staff to develop this integrated marketing campaign. In many cases, these groups had never before collaborated on a marketing campaign of this magnitude. This transition to University-wide marketing is an ongoing and evolving process that will require input from not just the University, but will also need to include representatives from all the LLUAHSC entities.”

Dr. Williams continues by saying, “Our strategy to encourage and facilitate University-wide collaboration on this campaign reflects what has been learned at national conferences about the need for teamwork in order to develop successful campaigns. It is also a result of the work we’ve done in networking with national student marketing thought-leaders like Joe Head from Kennesaw State University, Jim Maraviglia at Cal Poly San Luis Obispo, and Jim Black (previously of the University of North Carolina Greensboro).”

As the University concludes its yearlong centennial celebration, Dr. Williams envisions an integrated website and marketing communications platform that takes advantage of the latest resources and technologies to provide targeted information and services to prospective students, current students, and other University constituents. “We want to increase the University’s visibility to those prospective students that would be attracted to a Christ-centered, mission-focused learning environment that promotes whole-person care and service,” says Dr. Williams.

To learn more about this marketing campaign, or to receive copies of the new marketing materials, please contact Dr. Williams’s office at extension 88161 or via e-mail at <ask@llu.edu>.

By Roy Wu

TODAY news for Thursday, April 20, 2006