Ready to Use Print and Web Advertisements
Following an analysis of survey research conducted by NASPAA’s
Marketing Committee and staff, and in conjunction with a professional ad designer,
we are creating a series of ads for your school to use in printed publications (newspapers,
journals, newsletters) as well as on the web.
Both the print and web ads are provided at
no cost and are customizable to your school. This means with the print ads you can
place your logo and other relevant school/degree information in the white/blank
space that has been created in the bottom of the print ad. With the interactive
web ad you are able to have the viewer end up on your school's website when they
click 'find out more' at the end of the web ad.
We have created what we strongly
believe is an engaging, exciting and informative ad series that your school can
use to advertise your program, in turn contributing to a unified campaign for the
MPA/MPP degrees . The ads that are available for you to use now subscribes to the
concept of “Compel and Reward.” The visual message and headlines aim to attract
attention to “compel” the reader/viewer onto the “reward”; namely, further info
about the MPA/MPP degrees, links on the web and customized messages for each school.
Subsequent ads will also hold with the “Compel and Reward” concept.
Our slogan is GO PUBLIC! We chose this as a way to invite and
ask students to pursue our degrees and careers in public service; the slogan is
incorporated into each ad to help maintain consistent branding and messaging.
Each ad has or will have
an aspirational, visual element about an individual and his/her MPA/MPP career.
A key element of this is to move beyond simple “informative advertisements” to those
that provide emotional connectivity and resonance by providing relevant, cohesive,
and visual information to the audience.
How did we choose the 4
MPA/MPP alumni in the print ads?
In the Spring of 2008 NASPAA
requested alumni and recent graduates from our member schools across the country.
We then asked each alumni who was interested in being in the ads to respond to a
set of questions so we could select 4 candidates who could best represent the diversity
of our programs. The 4 MPA/MPP alumni who were selected are highlighted as representative
of our degrees and as such do not mention a specific school or the particular degree
they pursued. (We wanted to give you greater flexibility and choice in which ad
works best for you). We also highlighted key employment areas such as nonprofit,
government, international work and environmental careers as a further way to communicate
the benefits of our degrees.
WEB ADS
You have a choice of two interactive web ads that have been created in standard web sizes.
One is a banner size (725 X 90) that fits across the top of a web page/site.
The other is square (300 X 250) and can be placed elsewhere on a web page.
You should have the web/ad manager who is helping you (from your school or the website where you are placing the ad) link the MPA/MPP Ad to your schools website. This way when the ‘Find Out More’ phrase pops up at the end of the ad people can click through and be directed to your school’s web site.
Click here to see what each ad looks like:
MPA/MPP Banner Web Ad (725 X 90)
MPA/MPP Square Web Ad (300 X 250)
Use these versions for actual placement on a website
|
MPA/MPP Banner Web Ad (725 X 90)
|
 (right
click - save target as) |
|
MPA/MPP Square Web Ad (300 X 250)
|
(right
click - save target as) |
Action Items
·
Choose which you want to use depending on the degree(s) your program offers. .
·
Place your school's information and logo in the black space on the ad (ask your marketing/communications staff to help!).
·
Choose a color or black and white ad as well as the correct size of the ad you would like to use.
·
Be aware of your school’s
policy about using external designs for print and web advertisements.
Bright Ideas
·
Direct your program’s communications individual(s), graphic designer(s), or web
manager(s) or external newspaper or magazine staff to which ad they should use;
these individuals can then help you customize the ad.
·
Consider creating new ads for your school.
NASPAA suggests you contact Yellow Couch; you can learn more about the company by
visiting the Preferred Vendors section of the
Additional Resources and Preferred Vendors tab.
·
Check with your students about discounts they can get by sponsoring an ad in the
student or local newspaper.
·
Make this ad into a poster you can hang around your campus and community.
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