TCU's institutional advertising is an integrated, strategically planned campaign consisting of a variety of media including print ads; local theater programs; bus signs and billboards; a national TV spot; radio and theater ads. The featured creative elements of the campaign include the Schieffer School of Journalism; Campus Commons and the 24/7 University Experience; Study Abroad and Energy Institute/Institute for Environmental Studies.
The national TV spot also focuses on the four creative elements of the University, but this time, instead of one 30-second spot, they are segmented into four 15-second spots, of which two are spliced together to make two 30-second spots. The two spots are then rotated between the different football TV networks. Another component of the national TV spot is a behind-the-scenes documentary on the making of the commercial. TCU students participated in the spot and a video company, owned and operated by alumni, produced it.
A new aspect of the advertising campaign includes social media activities, focusing around the launch of new creative in October through the football season. The social media activities include postings on Facebook and Twitter, where comments and feedback will be encouraged. The comments will then be copied to the campaign Web site, located at www.ahead.tcu.edu. Additional activities will occur around publication of print ads in future months to encourage comments. The national TV spot and the documentary will also be featured on TCU's YouTube page.
The entire advertising campaign can be viewed at www.ahead.tcu.edu.