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APSU'S new marketing initiatives show “the sky's the limit”

Austin Peay is going to market this fall with a new look and spirit.

For more than a year, staff in the APSU Public Relations and Marketing Office worked with Quarles/Tombras Advertising Agency, Nashville, to arrive at a design, copy and theme that reflect the Universitys new visionto provide a learning community in which students gain the knowledge and skills needed to succeed in a global society.
Austin Peay is going to market this fall with a new look and spirit.

For more than a year, staff in the APSU Public Relations and Marketing Office worked with Quarles/Tombras Advertising Agency, Nashville, to arrive at a design, copy and theme that reflect the University's new visionto provide a learning community in which students gain the knowledge and skills needed to succeed in a global society.

The student recruitment publications, newly designed Web site and all new print and broadcast advertisements depict APSU students in motionleaping, laughing, running, jumping, divingagainst a blue sky. The design elements imply both fun and limitless potential.

The landscape photographywhich is the image platform for the campaignwas created to be non-recognizable to support the theme, “Find Your Place in the World.”

The copy is youthful and straightforward, putting the challenge of what the student wants to become in his/her hands. The word that's repeated throughout the publications is “Go”a call for action, directed to the primary audiencehigh school students. Parents are the secondary audience. The message and visuals are expected to resonate with “influencers” of high school students, also.

Through the new campaign, APSU is repositioning itself from the inaccurate perception of “the local college with its one-size-fits-all education” to the image of APSU as a comprehensive university committed to preparing students to live and succeed in a global society.

Within the message is the brand promise: APSU will prepare students for life and all the opportunities life presents.

Besides echoing the new vision statement, the message is forward thinking and connotes preparedness. It is bold and nurturing, and accepts that learning is academic, social and practical. It allows room for interpretation and is applicable to all facets of the University. It connotes limitless geographical boundaries and limitless potential for personal and professional growth.

Several of the student recruitment publications break the traditional mold as the emotional connection and impact are driven by unique shapes and designs that provide minimal copy. The ultimate goal is to drive the audience to action or interaction.
—Dennie Burke