INDIANA UNIVERSITY PURDUE UNIVERSITY INDIANAPOLIS

COMMUNICATIONS & MARKETING Administration Building, Suite 136 355 N. Lansing Street Indianapolis, Indiana 46202-2896 317-274-7711 Fax: 317-274-5457

IUPUI LAUNCHES SECOND PHASE OF AD CAMPAIGN, USING FOUR
STUDENTS TO BRING HOME "WHY NOT BOTH ?" MESSAGE

INDIANAPOLIS -- IUPUI has launched the second phase of an advertising campaign using four students whose faces will soon become familiar to hundreds of thousands of Hoosiers.

Between October 1 and November 12, television commercials featuring the students, Tiante Turnipseed, Christy Neal, Regina Jones, and Mark Lewis, will run a total of 186 times on major network channels in Indianapolis and cable channels, including MTV.

The television commercials are part of a nearly $300,000 campaign that is designed to generate more applications from high school seniors who will be first-time college students and build on the "Why Not Both?" brand that was the focus of the initial campus ad campaign earlier this year.

Neal is a senior, majoring in communications; Turnipseed is a sophomore, majoring in computer technology; Jones, also a senior, is majoring in physical/health education; and Lewis, is a non-degree graduate student, who plans to enroll in the School of Medicine.

In addition to appearing in the television commercials, the four students will be featured in print advertisements that will run in Time Magazine, college guides, community newspapers, Indianapolis Business Journal, and two local magazines, Indianapolis Women and Indianapolis Monthly.

An additional 343 commercials promoting the broad range of programs offered at IUPUI will be aired on two radio stations, WHHH and WNOU.

According to Troy Brown, executive director of IUPUI's Office of Communications and Marketing, the ads are part of an integrated marketing plan to attract the attention of potential students and their families. The ads make these points:

• Students at IUPUI earn Indiana University and Purdue University degrees.
• IUPUI offers the broadest range of programs of any campus in the state.
• IUPUI is located close to businesses offering internships, employment.
• IUPUI enables students to live where they want.
• Professional schools, including Medical, Dental, and Law are located at IUPUI.

Paired two to a commercial, one student is dressed in red, and the other in yellow to visually underscore the fact that students at IUPUI earn either an IU or a Purdue degree. The "Why Not Both?" brand is repeated again and again as students make the point that IUPUI offers more choices at an urban campus that provides unique advantages.

The students were chosen as representative of the traditional age students attending IUPUI, and are about the same age as the target audience, Brown said.

IUPUI set a record this fall for enrollment and credit hours, with 28,339 students taking 284,406 credit hours.

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