Using IMC to Promote
Indiana University of Purdue and Fort Wayne have decided to use an Integrated Marketing communications system to promote their 5 key ideas on excellence to better tell their story. They hope that by getting this message out to perspective students they can increase enrollment. After doing some extensive research, the marketing department discovered that the public had a different image of the University then what they thought or wanted. It was not seen in a positive manner and thus enrollment had been steadily declining. Marketing had to find a way to get all the departments to start integrating and become unified in their comments about the school. The first step was to create what they now call their “5 key messages” and to ask all departments to use these in any media, publications, or advertising that they might do for the school. The messages were; • Access to an Excellent Education • Access to Internationally Recognized Degrees • Access to More Opportunities • Access to a Unique Experience • Access to Success The messages were put out to be changed and customized to suit each departments needs as long as the basic message was the same.