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APSU'S CD-ROM viewbook wins the gold in national competition

February 11, 2003

Austin Peay captured top honors in the 18th Annual Admissions Advertising Awards, sponsored by Admissions Marketing Report, the national newspaper of admissions marketing.

APSUs interactive CD-ROM viewbook for prospective high school students won the Gold Award in the category of institutions with 5,000-9,999 students. The University of Alaska-Fairbanks won the Silver Award, and Columbus State University took the Bronze. The University of Missouri-Rolla, Hampton University and New Mexico Tech earned Awards of Merit.
February 11, 2003

Austin Peay captured top honors in the 18th Annual Admissions Advertising Awards, sponsored by “Admissions Marketing Report,” the national newspaper of admissions marketing.

APSU's interactive CD-ROM viewbook for prospective high school students won the Gold Award in the category of institutions with 5,000-9,999 students. The University of Alaska-Fairbanks won the Silver Award, and Columbus State University took the Bronze. The University of Missouri-Rolla, Hampton University and New Mexico Tech earned Awards of Merit.

According to Dennie B. Burke, executive director of the APSU Office of Public Relations and Marketing, the CD-ROM viewbook was designed to appeal to teens through imagery, music, graphics and interactivity.

“Our admissions staff says teens love it, although parents may not,” said Burke. “Most parents don't absorb multiple mental images simultaneously as easily as their teens. Plus some parents might not care for the music or appreciate the humor. But parents weren't our audience.”

Striving to be a leader in current and effective student recruitment, last summer APSU's Office of Public Relations and Marketing, in collaboration with the Admissions Office, worked with Zebra3Media, Nashville, to produce the CD-ROM, which mirrors APSU's new 14-piece student-recruitment publications and mimics VH1 and MTV.

A one-minute opener with quick shots of campus and students grabs attention and arouses interest. From there, viewers go to the main menu page, where they can click on such options as “Hot Careers. Hot Majors,” “Student Life,” “Housing” and “Getting in.”

According to Debbie Denton, APSU marketing manager, the CD-ROM's strength is it links prospective students to APSU's Web site for more in-depth information.

“It's quick, it's direct and it smoothes the path to enrollment,” Denton said.

APSU director of graphic design Bill Persinger said, “With Internet hyperlinks, cool video images and funky music, our CD-ROM shows APSU is current, relevant and innovative.”

According to Amy Deaton, assistant director of admissions for Austin Peay, the CD-ROM has been well received. “This generation of prospective students loves technology,” said Deaton. “They are more likely to click on a mouse for information than to sit down and read a printed viewbook.

“And as recruiters, we love the fact that students can link to our Web site directly from the CD. The Web gives them lots of information about deadlines, student life, housing and financial aid.”

Besides the CD-ROM winning a Gold Award, APSU's 14-piece package of student-recruitment publications earned an Award of Merit in the category of institutions with 5,000-9,999 students. Charlotte Carlin, APSU manager of graphic design, was the coordinator for the year-long project.

In the same category, the University of Denver took the Gold, while Rowan University won the Silver. Vanderbilt University, Nashville, won the Bronze Award.