Sept. 12, 2006
Friends of the University of Iowa and fans of the Iowa Hawkeyes have always known the UI campus and its people and its achievements to be remarkable. Earlier this month, the UI began ramping up efforts to share that vision of the UI.
In marketing terms, the Be Remarkable campaign is a branding platform for the UI.
“We want to emphasize our long history of remarkable achievements and the accomplishments and opportunities that the University represents today. We want to let people know that this is a remarkable institution that benefits Iowa, the nation, and the world,” explained Scott Kettelson, the UI’s associate director of University Relations and the staff member spearheading the campaign¹s planning and execution.
“Although we use terms like marketing and branding to describe this campaign, we fully understand that we¹re not selling a product like cereal or running shoes,” he added.
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“For many, athletics is all about numbers. Wins, losses, attendance figures,” said Rick Klatt, associate athletics director for external affairs.
“We believed an entertaining way to share the remarkable stories inside our intercollegiate athletics program was to build those messages around numbers.” Rick Klatt, UI associate athletics director for external affairs
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“We’re trying to capture the vitality and value of major research university, and we’re developing variations on a core message to reach all sorts of audiences
The “Be remarkable” message will be delivered in a variety of traditional ways ¬ print, radio and television advertising ¬ and a handful of non-traditional ways. Ketelsen also envisions that the colleges and departments of the UI will incorporate the ³Be remarkable² message into their efforts.
The campaign is the end-result of 13 months of brainstorming, research and testing.
“We have no shortage of remarkable stories to tell, but, for whatever reason or reasons, we¹re sometimes reluctant to talk about our achievements. This campaign gives us an opportunity to share those stories,” said Ketelsen.
The Iowa Hawkeyes and the intercollegiate athletics program at the UI is remarkable, too. Its extension of the “Be remarkable” initiative will be built around a series of “Remarkable numbers.”
“For many, athletics is all about numbers. Wins, losses, attendance figures,” said Rick Klatt, associate athletics director for external affairs.
“We believed an entertaining way to share the remarkable stories inside our intercollegiate athletics program was to build those messages around numbers.”
For example, Saturday’s football game against Iowa State is the second of seven to be played in historic Kinnick Stadium this season. It is also the second of seven that will be played before a sellout crowd of 70,535 fans and friends. Those seven sellouts will push the UI’s string of consecutive home game sellouts to 24 — a pretty remarkable number that stands without peer in the state of Iowa and stacks up pretty nicely nationally.
Klatt said the “Remarkable numbers” campaign will be brought to life via newspaper advertisements, video messages on HawkVision in Kinnick Stadium and Carver-Hawkeye Arena, and at hawkeyesports.com, the official world wide web site of the Iowa Hawkeyes. A “Remarkable numbers” web site is also currently under construction.
Fans of the Hawkeyes can send an e-mail to gohawks@hawkeyesports.com with the numbers 24 only in the subject line to receive “Remarkable number” wallpaper for their desktop. The wallpaper is a version of the first of a series of “Remarkable number” advertisements that will appear in a variety of publications.
REMARKABLE NUMBERS
Newspaper advertisement: Remarkable number 24
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Newspaper advertisement: Remarkable number 3
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Newspaper advertisement: Remarkable number 700
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