QUEENS COLLEGE DEBUTS ITS FIRST-EVER TV AD CAMPAIGN
-- 30-Second Spot Starring Students Summons Viewers to ‘Take the Q ’ --
FLUSHING, NY, April 7, 2008 -- TV viewers who tune to Mets baseball games have begun to encounter Queens College students asking, “Do you have what it takes?”
“If you have what it takes,” they declare, “then take the Q”—a play on the word “cue” and the college’s well-known Q logo.
The students’ playful query is the opening hook for Queens College’s first ever TV ad, which can be viewed online at http://www.qc.cuny.edu/video_archives/ . The ad debuted on March 31 and airs through May 11.
“Our strategic plan calls for more communications to increase our visibility and recognition,” says Queens College President James Muyskens. “This television campaign is an important way to inform the public about our unique strengths. And it couldn’t please me more that our students, who come from 140 different nations and contribute so much to the educational richness and vitality of our college, are the stars of the campaign.”
Viewers see the students individually extolling QC’s great faculty, affordability and beautiful campus—the ad, which was created in house, includes a stunning aerial shot of the Quad. The overall narrator, student Timothy Carney, also notes Queens College’s selection by the 2008 Kaplan/Newsweek How to Get into College guide as one of “America’s 25 Hottest Schools” and perennial inclusion in such ratings guides as the Princeton Review America’s Best Value Colleges.
“Momentum is building for the college on so many fronts,” says Maria Terrone, Assistant Vice President for Communications. “The time is right to move to the next level—getting the word out more widely to those who may not be aware of how wonderful Queens College is. Our TV campaign is intended to generate that awareness of the college and to recruit more students.
“Our students embody the college’s diversity,” she continues. “In fact, so many terrific students auditioned that we created two versions of the ad—same script, different mix of people.”
You don’t have to be a Mets fan to see the ads, as they are now being broadcast on MTV, NY1, TNT, Comedy Central, News 12 (Long Island) and other stations. “We chose programming targeted to the youth market, their parents, and both, such as the baseball games,” notes Terrone.
Admissions Director Vincent Angrisani helped determine the best schedule for the ad to achieve maximum impact. It will broadcast more than 1,000 times, reaching nearly 3 million households via Time Warner Cable in Queens, Manhattan, and Brooklyn and Cablevision in Nassau and western Suffolk.
A special phone number and “Web landing page” appear throughout the ad so that the college can track responses from viewers. “Callers will be invisibly routed through this number because they’ll be connected right to Admissions,” explains Terrone. “Those who visit qc.cuny.edu/ad will go to a page that will allow them to leave their name and email address, if they choose to provide that. What counts is that everyone will end up in Admissions.”
Queens College of the City University of New York (CUNY) is dedicated to the idea that a first-rate education should be accessible to talented individuals of all backgrounds and financial means. Its more than 18,000 students come from more than 140 nations and speak scores of languages, creating an extraordinarily diverse and welcoming environment. Founded in 1937, the college offers an exceptional liberal arts curriculum, with over 115 undergraduate and graduate majors and a variety of specialized honors programs.
Located on a 77-acre campus in Flushing, Queens College enjoys a national reputation for its liberal arts and sciences and pre-professional programs. Queens College is also highly rated by leading guidebooks year after year—for example the 2008 U.S News America's Best Colleges lists QC #12 among "Top Public Universities- Master's, North," its U.S. News category.