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March 30, 2006

Bradford campus announces new marketing campaign

Pitt’s Bradford campus is moving “beyond.”

UPB recently announced a new marketing campaign that campus officials said will help them better communicate the benefits of a Pitt-Bradford education.

The new campaign will feature the theme “beyond,” which represents the myriad opportunities open to all students at Pitt-Bradford and captures the essence of the experiences that Pitt-Bradford students have had, said Pat Frantz Cercone, director of communications and marketing.

The marketing campaign will be used in newspaper, radio, television, outdoor and on-line advertising throughout a six-county region and, in the future, in Erie.

The “beyond” theme also will be used in the campus’s publications, including recruitment materials used by the Office of Admissions and Pitt-Bradford’s web site, which is being redesigned.

“This campaign, however, is much more than just an advertising campaign,” said Livingston Alexander, UPB president. “While we will use a variety of methods and media to communicate our brand, we realize that the most effective way to do that is to live the brand. That is what we do on a daily basis, and we are poised to continue to do so.”

Alexander added, “We’re also confident that this new marketing effort will bring positive attention to the city of Bradford and the region of northwest Pennsylvania.”

The brand marketing campaign, the first of its kind at the campus, will focus on the benefits of a Pitt-Bradford education: The personalized attention that professors give their students; the breadth of academic programs available; the friendly atmosphere that exists on campus; the opportunities for students to participate in research projects and internships, and the chance for students to be exposed to ideas, places and experiences they may never have considered.

The campaign was designed by Stamats Inc., a nationally recognized marketing and communications consulting firm based in Cedar Rapids, Iowa, which conducted market research and compiled both quantitative and qualitative research to create the new brand marketing campaign.

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