February 8, 2005

For more information, contact: Kimberly Stark (901) 333-4023

Southwest takes risks, ensures national success

Southwest Tennessee Community College’s Community Relations and Marketing Department took a risk in 2004-2005 by stretching the limits of what “collegiate” advertising has been viewed as by putting out an advertising campaign and marketing materials that were edgy and poignant in their message to the community.

This year’s advertising campaign consisted of a television commercial, print advertising, internet advertising, cinema advertising, and billboards and bus signs around the Memphis area. The television commercial, considered to be the edgiest part of the marketing and branding campaign, gave potential students a startling look at life without college. This hard-hitting and edgy advertising campaign was designed to reach a younger demographic of potential students that have not given much thought about the importance of attending college. The television commercial depicts 70- and 80-year-old actors performing lower-wage jobs that are typically held by the younger demographic and reminds viewers what life might be like if they never get around to furthering their education.

Through partnerships with archer>malmo and Running Pony, companies known in the Memphis area for thinking outside of the box, Southwest has been awarded numerous awards for their 2004-2005 advertising campaign and marketing materials.

The Department recently was notified that they are the winners of nine awards in the 20th Admissions Advertising Awards. Entries include both universities and colleges throughout the country. These record entries continue to make the Admissions Advertising Awards the largest of all educational advertising awards competition, featuring over two thousand entries each year. Southwest competed in the group, “school with 10,000-19,999 students.”

Southwest was honored with the “Best of Show” award for its 2004-2005 Television Commercial, making it the best television commercial of all entries in the competition. “Each of these entries (Best of Show) exhibited the highest production standards, creativity and professionalism,” states the Admissions Marketing Report. “They captured the attention and admiration of our panel of judges.”

Southwest was also honored with Gold awards for their Television Advertising , Outdoor Transit/Billboard advertising, both of which were co-produced with archer>malmo and the College’s Southwest Catalog CD, which was produced internally with the help of Southwest faculty member, Patsy Fancher. A Silver award was received for the College’s internally produced Credit Schedules. A Bronze award was bestowed for the Southwest Interactive Recruitment CD, which was co-produced with Running Pony. Three Merit awards were given for the College’s Strategic Marketing Plan, Magazine Advertising and Online Credit Schedule Poster.

Earlier in January, the Department was notified that they will also be receiving either a gold, silver or bronze honor from the National College Marketing and Public Relations (NCMPR) Paragon Awards in March for two of their marketing initiatives. The College’s Interactive Recruitment CD and the Viewbook were honored by this year’s panel of more than 40 national judges who reviewed nearly 1,750 entries in this annual competition that recognizes excellence in communications exclusively among two-year colleges.

The Department has also been selected as a finalist by the Memphis Advertising Federation for two ADDY Awards to be presented at the upcoming February 19 award ceremony. The two finalist entries include the interactive recruitment CD that the Community Relations and Marketing Department produced, with the assistance of Running Pony; and the 2004-2005 advertising campaign “Stop What You’re Doing. Enroll Now!”, which was co-produced with archer>malmo.

“I would like to commend each of the members of our staff and our partners, archer>malmo and Running Pony, for consistently producing advertising and marketing materials of the highest quality as evidenced in these national rankings,” states Elisa C. Marus, Executive Director of Community Relations and Marketing at Southwest. “The talents and dedication that Southwest’s employees and our partners bring to each project are the reasons for the overall success of not only this Department, but Southwest as a whole.”