UNLV ad series takes personal approach

UNLV on Monday kicked off an advertising campaign to recruit new students and educate the public about the high quality of instructors who are available to them in the classroom.

"This is part of our strategy-planning document," President Carol Harter said.

When she took over the reins of the 41-year-old university three years ago, she said a number of goals were outlined in the strategic plan for the future of the institution. Among those goals was to focus more on the needs of the students as well as to reach out to the community.

The ultimate goal is to become a premier urban university that is not beyond the financial means of the public it serves.

The university already has a quality teaching staff, Harter said, but not many people off the 355-acre campus are aware of it.

"Our faculty is the best-kept secret in Las Vegas," Harter said.

Lynette Boggs-McDonald, UNLV marketing director, said the advertising campaign that is beginning this month will feature selected professors, alumni and students revealing bits of information about their professional and personal lives.

The first five people to be highlighted include assistant professor of mathematics Juli K. Dixon, professor of Afro-American studies Rainier Spencer, professor of geology Margaret Rees, economist Nasser Daneshvary and associate professor of film studies Francisco Menedez.

By revealing information about those who attend classes and teach at UNLV, officials hope to entice more students and tell the university's story to the public at large.

Boggs-McDonald said the public is very aware of UNLV's presence, in large part because of its sports programs, but people don't know what the values of the university are or what goes on there.

"We have a great opportunity to share our story," she said. "We want to build on the equity of the Rebel name and redefine what it means to be a Rebel."

Though the ads are geared toward attracting potential students, they had to be created in such a way as to take into consideration the demographics of that potential base.

While most college students tend to fall into the 17-to-21 age group, those attending UNLV are slightly older.

Only about 7 percent of the population in the Las Vegas area is in the 17-to-21 category, Boggs-McDonald said.

The median age of residents is 45, with half of the households earning $35,000 annually or less.

Among those most interested in attending college, according to a survey for UNLV, are women and minorities, so they will be strongly emphasized in the advertisements.

Thomas Puckett Marketing, Advertising and Public Relations Inc. is directing the campaign.

archive