UM fails versus MSU in TV ad spots

[Copper Griz]

Just exactly how many prospective students do you think are watching a football game on TV and will be swayed by a commercial for the school who they are watching?

I am curious as to how many high students are going to sit at home on a saturday afternoon and watch a college football game to begin with let alone one for a school they aren't planning on attending.

I'm not sure what this years packake costs, but in past years it was a bad buy for most advertizers let alone such a small targeted audience.

Well I can't speak for others, but my kids have always watched the Griz games with me when they did not have their own sport that they were playing in. Yes, they like the Griz because I do, but seeing Main Hall and commercials about the U of M certainly would not hurt increasing the chances that they would choose to attend the U of M. They don't want to be engineers or nurses, so Bozo is off the plate. Unless of course they get a hankering for burly girls and a community of yuppies with no interest in supporting their home team. In that case Bozo would be perfect.

 

[rimrockgriz]

Just exactly how many prospective students do you think are watching a football game on TV and will be swayed by a commercial for the school who they are watching?

I am curious as to how many high students are going to sit at home on a saturday afternoon and watch a college football game to begin with let alone one for a school they aren't planning on attending.

I'm not sure what this years packake costs, but in past years it was a bad buy for most advertizers let alone such a small targeted audience.

uke: ... :egriz:

 

[Jaymerz]

Some. MSU is attracting quite a few out of state students now. Many of the MSU classrooms are are overwhelmingly out of state students. Someone I know who teaches at MSU has a couple of classrooms that are 2/3 non Montana students. Going out of state is expensive no matter where you go and if parents really had the most important voice, their kids would stay in the state they grew up in. We're not that great of a deal any more.

Interestingly, UM reports 74% of its students are in-state, and MSU reports 60% are in-state.

 

[lynn sellegren]

Some. MSU is attracting quite a few out of state students now. Many of the MSU classrooms are are overwhelmingly out of state students. Someone I know who teaches at MSU has a couple of classrooms that are 2/3 non Montana students. Going out of state is expensive no matter where you go and if parents really had the most important voice, their kids would stay in the state they grew up in. We're not that great of a deal any more.

Interestingly, UM reports 74% of its students are in-state, and MSU reports 60% are in-state.

MSU is paying their bills on out of state students

 

[IntuitiveGriz]

It's very disappointing to see virtually no UM advertising presence on TV during Griz game. It irritated me enough to email a letter to President Engstrom immediately following the game:
***************
Dear President Engstrom,

As I watch our University of Montana Grizzly football team on TV this afternoon, it's a pleasure to watch the players, coaches, and fans proudly and effectively represent UM. At the same time, I am disappointed that, for the second week in a row there is virtually no TV advertising placed by UM during the broadcast of a Griz showcase sporting event.

Meanwhile, MSU has placed some great TV spots during the Griz game, pitching their brand to prospective students. Their marketing department is doing a great job of reaching out to the youthful demographic, effectively articulating what MSU has to offer, both in academics and in overall student experience. The only TV ads I saw from UM we're some poorly-produced spots seeking GSA donations, which looked like they may have been created on someone's home computer in the back of a garage. It's embarrassing, frankly, given the unprofessional quality of the GSA spots.

As a UM graduate and alum, I am proud of my association with the University, and I believe the education and college experience offered at UM is second to none. Sadly, I also feel the UM leadership is missing the mark on communicating UM's excellence to the public in many cases. UM's marketing department can do better, and they must if UM wishes to compete for prospective students. The pride and excellence of UM should be on display at every opportunity, not hidden in silence or saved only for booster club meetings or alumni emails alone.

The recent spotlight on MSU's surge in enrollment versus UM's declining enrollment over the last couple of years, only reinforces how important it is for UM to deliver an ongoing, best-in-class marketing campaign, putting forth our superior value statement to residents of our great state and beyond, and to prospective students everywhere.

MSU shouldn't beat us at anything, on the field or off. Go Griz!

Regards,

:clap: I applaud your letter, and share the irriation that caused you to write it. I too, and know A LOT of others that, feel the same way you do. And I was just seconds away from writing President Engstrom myself, with weeks/months of frustration built up.

:rant: I like Pres E, but this is one area that I think he has been a complete and utter failure. UM marketing is non-existent, while MSU marketing is positioned to win awards, for their sheer number of campaigns and the quality of them.

I'm a huge Griz fanatic, but with being BOMBARDED with all of msu's advertising and marketing on a daily and nightly basis, all quite well done, one can't help but start to like them. If it is working on this die-hard UM fan, then I am absolutely certain it is winning people over that have no pre-disposed loyalty to either school. I am certain their advertising is winning over potential students and grown-up sports fans, and their all-time enrollement proves that out.

UM has turned it's football program around, now it needs to focus on the University itself. The first GRIZ football game had ZERO U of M commericalsI The second Griz football game had a whopping two Grizzly Scholarship Association commercials. AIl while our rival promoted the sh :!: t out of itself with well done commerical after well done commerical, during our games, coming out smelling like roses. I give UM an F in it's effort to promote itself, and that pisses me off.

Furthurmore, msu has marketing spots called, "Proud to be Bobcat". Where's the "Proud to be a Grizzly"? I guess university hall isn't too proud. It's pathetic. They need to get off their lazy ass. Engstrom has commented more than once how UM has failed in marketing (including at the state of the univ address), and that they are changing that, yet their is no evidence of that. :rant:

 

[IntuitiveGriz]

Just exactly how many prospective students do you think are watching a football game on TV and will be swayed by a commercial for the school who they are watching?

I am curious as to how many high students are going to sit at home on a saturday afternoon and watch a college football game to begin with let alone one for a school they aren't planning on attending.

I'm not sure what this years packake costs, but in past years it was a bad buy for most advertizers let alone such a small targeted audience.

I think parents play a big role in where their kids end up too...

You are exactly right Griz39. The target audience for UM would include parents who are influencers of their kids, and co-decision makers in the college selection process (and often footing much of the bill!). Furthermore, with their brand/image ads, universities or companies try to create "top of mind" awareness of their brand, to be sure they are given consideration in the future. When a school like UM has experienced a tarnished image (like last year's debacle with trial, tazers, etc) it actually becomes even more important for them to maintain or increase advertising, to bolster the brand image, and remind people of all the good things about the brand. Perhaps people remember how Toyota increased advertising after their brand experienced all the bad press over brake pads, and other mech issues...they increased their ad presence to reassure the consumer. Same with BP after the oil spill, etc...they "reminded" the public of all the money they spent to clean up their mess, to bolster their tarnished image.

When a huge percentage of your prospective students come from in-state, universities are wise to advertise on showcase TV events involving their schools' events. When you have a great sports team like Griz football, and an amazing stadium and backdrop like we see in Missoula, it is only wise to supplement the "wow" factor with a professionally-produced TV ad that touts all the great things about the school, beyond athletics. Televised football games involving one or more Montana schools are certain to have high in-state viewership, not to mention viewers from other states when the game involves their team. It's why MSU is running ads during the games, and it's why we've historically seen UM run very well-designed ads in past years, most of which you can still view on Youtube I suspect. It is definitely rare not to see ads from colleges during their televised games, especially from the home team's school, and the absence of TV spots from UM is very strange, considering they've done a pretty good job in past years.

Plus, to suggest school kids aren't watching college football is just wrong. Just like it would be wrong to suggest they don't watch NFL games on Sunday afternoons. I'm sure there's no market for game jerseys to be sold to high school kids either.....

:clap: :agree:

 

[EverettGriz]

UM's lack of marketing is odd and frustrating. They went through the entire rebranding, and then we've seen little or nothing of it.

I appreciate you sending the letter. I'm certain you'll get a reply, so ill be curious in RE's answer to it.

 

[IntuitiveGriz]

Just exactly how many prospective students do you think are watching a football game on TV and will be swayed by a commercial for the school who they are watching?

I am curious as to how many high students are going to sit at home on a saturday afternoon and watch a college football game to begin with let alone one for a school they aren't planning on attending.

I'm not sure what this years packake costs, but in past years it was a bad buy for most advertizers let alone such a small targeted audience.

I think parents play a big role in where their kids end up too...

You are exactly right Griz39. The target audience for UM would include parents who are influencers of their kids, and co-decision makers in the college selection process (and often footing much of the bill!). Furthermore, with their brand/image ads, universities or companies try to create "top of mind" awareness of their brand, to be sure they are given consideration in the future. When a school like UM has experienced a tarnished image (like last year's debacle with trial, tazers, etc) it actually becomes even more important for them to maintain or increase advertising, to bolster the brand image, and remind people of all the good things about the brand. Perhaps people remember how Toyota increased advertising after their brand experienced all the bad press over brake pads, and other mech issues...they increased their ad presence to reassure the consumer. Same with BP after the oil spill, etc...they "reminded" the public of all the money they spent to clean up their mess, to bolster their tarnished image.

When a huge percentage of your prospective students come from in-state, universities are wise to advertise on showcase TV events involving their schools' events. When you have a great sports team like Griz football, and an amazing stadium and backdrop like we see in Missoula, it is only wise to supplement the "wow" factor with a professionally-produced TV ad that touts all the great things about the school, beyond athletics. Televised football games involving one or more Montana schools are certain to have high in-state viewership, not to mention viewers from other states when the game involves their team. It's why MSU is running ads during the games, and it's why we've historically seen UM run very well-designed ads in past years, most of which you can still view on Youtube I suspect. It is definitely rare not to see ads from colleges during their televised games, especially from the home team's school, and the absence of TV spots from UM is very strange, considering they've done a pretty good job in past years.

Plus, to suggest school kids aren't watching college football is just wrong. Just like it would be wrong to suggest they don't watch NFL games on Sunday afternoons. I'm sure there's no market for game jerseys to be sold to high school kids either.....

:clap: :agree:

President Engstrom said, in a statement, the turmoil was the reason UM marketing suffered. But what you said is exactly correct and the reason UM should have been marketing, and not the reason why they weren't. Either the powers that be need to take marketing 101, or they need to learn to mutli-task (handle the storm and market at the same time), good christ! :roll:

 

[tnt]

So nobody knows what the cost for the target audience is on Max Media spots....... I suspect nobody knows the effect of frequecey either. Its easy to spend money on media advertizing, its hard to get results.

UM is attracting more instate kids than MSU so whether you like their marketing or not doesn't matter. They are falling short in out of state recruiting. In fact if recruited as well out of state as did MSU we woild be having a substantial increase. For that matter if we picked up half the difference between the two, we'd be ahead.

In terms of the turmoil, most in the state know the truth, out of state is a different matter. Thats going to take some work to fix.

 

[lynn sellegren]

So nobody knows what the cost for the target audience is on Max Media spots....... I suspect nobody knows the effect of frequecey either. Its easy to spend money on media advertizing, its hard to get results.

UM is attracting more instate kids than MSU so whether you like their marketing or not doesn't matter. They are falling short in out of state recruiting. In fact if recruited as well out of state as did MSU we woild be having a substantial increase. For that matter if we picked up half the difference between the two, we'd be ahead.

In terms of the turmoil, most in the state know the truth, out of state is a different matter. Thats going to take some work to fix.

Bozeman has more sex appeal and name recognition for out of state students than Missoula does. You should see all the plates from the northeastern part of the US. BIg Sky, Bridger, Kayaking on the Gallatin. Cold snow and rock climbing, mtn biking. Kids want to be here even though they want liberal arts degrees. Plus STEM classes are in vogue.

 

[Grizzlies1982]

So nobody knows what the cost for the target audience is on Max Media spots....... I suspect nobody knows the effect of frequecey either. Its easy to spend money on media advertizing, its hard to get results.

UM is attracting more instate kids than MSU so whether you like their marketing or not doesn't matter. They are falling short in out of state recruiting. In fact if recruited as well out of state as did MSU we woild be having a substantial increase. For that matter if we picked up half the difference between the two, we'd be ahead.

In terms of the turmoil, most in the state know the truth, out of state is a different matter. Thats going to take some work to fix.

Out of state marketing isn't helped by articles in the New York Times with a former congressman's ranting about UM being overrun by thugs. Not many parents want to send their child to Missoula when it sounds like they're sending them off to the south side of Chicago.
Sending Pat Williams off to retirement again is a start "fixing" that issue.

 

[tnt]

So nobody knows what the cost for the target audience is on Max Media spots....... I suspect nobody knows the effect of frequecey either. Its easy to spend money on media advertizing, its hard to get results.

UM is attracting more instate kids than MSU so whether you like their marketing or not doesn't matter. They are falling short in out of state recruiting. In fact if recruited as well out of state as did MSU we woild be having a substantial increase. For that matter if we picked up half the difference between the two, we'd be ahead.

In terms of the turmoil, most in the state know the truth, out of state is a different matter. Thats going to take some work to fix.

Out of state marketing isn't helped by articles in the New York Times with a former congressman's ranting about UM being overrun by thugs. Not many parents want to send their child to Missoula when it sounds like they're sending them off to the south side of Chicago.
Sending Pat Williams off to retirement again is a start "fixing" that issue.

Exactly

 

[Jaymerz]

Out of state marketing isn't helped by articles in the New York Times with a former congressman's ranting about UM being overrun by thugs. Not many parents want to send their child to Missoula when it sounds like they're sending them off to the south side of Chicago.
Sending Pat Williams off to retirement again is a start "fixing" that issue.

:clap: I agree, great point! UM has had a lot of things (and people...) working against it over the last year or two, which is why they should have their marketing department in high gear right now. We are coming out of a difficult period of "damage control" and entering into a critical time of brand strengthening or rebuilding. There is so much to share about UM, Missoula, the Griz, and Montana that is amazing and worth bragging about, all of which are part of UM's brand, but I just don't see UM communicating the message well at all right now. For a University that has an outstanding Business School, you'd think that marketing is one thing they'd get right EVERY year. Very sad.

 

[Paytonlives]

[youtube]http://www.youtube.com/watch?v=rThXRVkXHjc[/youtube]

 

[grr]

Engstom axed the Marketing Director Christie Anderson earlier in the year if I'm not mistaken. Either that or didn't renew her contract...

 

[EverettGriz]

Engstom axed the Marketing Director Christie Anderson earlier in the year if I'm not mistaken. Either that or didn't renew her contract...

Ms. Anderson only marketed for athletics. And there were multiple reasons she is no longer employed.

We'll just leave it there....

 

[nzone]

I like msu commercials......gives me time to take a leak. :lol:

 

[Grizbeer]

good letter, hope you get a response. The enrollment decline at UM is coming from in-state students, according to Engstrom:

“The enrollment decline we’re experiencing at UM is in the resident undergraduate population,” he said. “The enrollment picture is the thing that keeps me awake at night. We have five key actions we’re putting into motion to address enrollment, and resident undergraduates are the target.”

Resident undergraduates are the very market that Max Media (in state broadcasts) commercials target. Roots Sports broadcasts would target out of state students more. Engstrom knows they need to target in-state prospective students, yet spends no money to do so. Where is the disconnect?

 

[Grizbacker1]

Engstom axed the Marketing Director Christie Anderson earlier in the year if I'm not mistaken. Either that or didn't renew her contract...

Ms. Anderson only marketed for athletics. And there were multiple reasons she is no longer employed.

We'll just leave it there....

I seriously doubt RE had a thing to do with her departure. I am guessing that decision came from within Griz Athletics. My friends who live in Missoula tell me that the Gameday experience has improved, so maybe her ouster was a positive step in Marketing Griz Athletics. As most know, the easiest way to market is winning and staying out of jail, the rest will take care of itself.

 

[PolsonGrizFan]

During the "turmoil" there was no damage control (U of M marketing strategy), only silence, almost to this day.

So no we have Rolls Royce hiring a company to determine why there's been a drop in enrollment. Pure genius atop incredible leadership. :roll: