Gallaudet University Launches Recruitment Campaign
Gallaudet University premiered a new recruitment campaign February 21 in limited markets during the cable television broadcast of the hit ABC Family show, “Switched at Birth,” which features several prominent deaf and hard of hearing characters. The campaign features a 30-second advertisement promoting several upcoming open house opportunities for prospective students to visit the university’s Washington, D.C., campus this spring.
The campaign, entitled “Imagine Yourself Here,” leverages social media as well as broadcast venues. The 30-second advertisement featured on “Switched at Birth” is showcased on the university’s official Facebook page, Twitter account, YouTube channel, as well as Gallaudet University’s television station Channel 11.
“We selected ‘Switched at Birth’ to launch this campaign because the show’s viewership – deaf and hard of hearing teens – is exactly in line with our target market for recruitment,” said Gallaudet University President T. Alan Hurwitz.
The “Imagine Yourself Here” commercial spot was broadcast by select cable companies in eight test markets within the following metropolitan areas: Washington, D.C.; Austin, Tex.; Columbus, Ohio; Indianapolis, Ind.; St. Augustine/Jacksonville, Fla.; Rochester, N.Y.; San Francisco/Oakland, Calif.; and Los Angeles, Calif.
The “Imagine Yourself Here” recruitment ad features the university’s three primary recruitment messages: academics, community, and Washington, D.C. All of the participants in the advertisement are current Gallaudet students, faculty, or alumni.
Watch “Imagine Yourself Here” on the official Gallaudet University Facebook page, YouTube Channel, or on Twitter @GallaudetU.
Gallaudet University, federally chartered in 1864, is a bilingual, diverse, multicultural institution of higher education that ensures the intellectual and professional advancement of deaf and hard of hearing individuals through American Sign Language and English. Gallaudet maintains a proud tradition of research and scholarly activity and prepares its graduates for career opportunities in a highly competitive, technological, and rapidly changing world.
Kaitlin Luna, Coordinator of Media and Public Relations
(202) 448-7106 firstname.lastname@example.org