'Proven value' radio ads to promote Purdue in Indianapolis area

'A pair of radio advertisements in which President Mitch Daniels describes the value of a Purdue education and invites interest in attending will begin airing today (Aug. 10) on Indianapolis-area radio stations.

The 30-second ad and its 60-second counterpart both begin by pointing out ways Purdue has had a record year -- research, donations, startup companies and student applications. Daniels continues with mention of the tuition freeze's continuation for two more years and the University's commitment to keeping a Purdue education within financial reach. All this adds up to "the highest value in higher education." The ads close with a Web address for more information. Listen to the 30-second ad and the 60-second ad. 

"We have been fortunate in making strides to fulfill Purdue's land-grant mission to the state of Indiana, maybe better than ever," Daniels says. "Purdue's people have demonstrated great purpose, great innovation and great support. We want to share that story and invite Hoosiers with energy and vision to join us."

The ads will continue through Aug. 30 on leading stations such as WFBQ (classic rock) and WFMS (country). The intent is to reach a wide audience, including students, parents and other adults, says Mark Craft, assistant vice president for marketing in Purdue's Office of Marketing and Media. The stations primarily reach listeners in Marion County and the eight counties around it. Purdue officials plan to give some thought to placing the ads in other Indiana markets.

Also, Purdue is placing banners on the free Pandora online music service, such that clicking on the banner takes the user to the 30-second ad.

The timing of the ad run is fortunate, Craft says, because the period for applying to colleges through the Common Application, in which Purdue participates, just began Aug. 1. That sets off a period of applications and careful looking by many families with high schoolers.