Coastal Carolina University has introduced a major new marketing initiative aimed at enhancing and promoting the institution's identity. The campaign was unveiled at a "Brand Roll-Out" event at Brooks Stadium last night.

The initiative includes a new University logo that has been streamlined and modernized, as well as a broad advertising campaign. Based on exhaustive research, the campaign emphasizes the high quality of the academic experience on campus. It also highlights core institutional characteristics such as the personal attention that students receive from faculty and signature academic areas including the University's Marine and Wetland Studies program and PGA Golf Management program. Additional ads showcasing other academic areas of the University are in production. The campaign will include TV and print ads in the local area, in Columbia and in the Greenville-Spartanburg markets. Radio ads and billboards will be placed locally.

"Coastal Carolina University: It's about you" is the theme of the advertising campaign. The advertisements and commercials for the first segments of the 18-month blitz were created through the Office of University Communication in cooperation with students and faculty from two of four academic colleges. Ads for academic programs in all colleges will be rolled out over the next year.

The ads presented during this event feature actual students who are enrolled in the programs highlighted in the campaign. They include Korey Marcello, a PGM golf management student from Seneca, and Laura Canton, a marine science graduate student working on oyster research at Waties Island.

"Our branding campaign is designed to reach local residents and visitors through a clear, consistent message on the Web and in mass media," said Mary Eaddy, interim vice president for university communication. "The entire campaign was conceived and developed in-house. We are reaching the people in these markets for less than the cost of a postcard."

University President Dave DeCenzo praised the new campaign: "The University is moving forward with these creative efforts that will establish the Coastal Carolina University brand in the marketplace, resulting in higher enrollment, increased giving and enhanced academic quality."

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For more information, contact Martha Hunn, director of news and public affairs, Office of University Communication, at 843-349-2962 or by e-mail at mhunn@coastal.edu.