A University AND You
This spring, Shenandoah launched a campaign to raise awareness of its presence in the region with prospective students, parents and thought leaders across Northern Virginia and Washington, D.C. The university launched a 10-week, multimedia campaign that included television and radio commercials, a National Public Radio sponsorship, online promotions and a campaign landing page.
Our goal for the campaign was to clarify the university’s position and to clearly articulate what makes us unique. It was a first step in what will be an ongoing effort to raise our profile in the minds of individuals throughout Northern Virginia and Washington, D.C.”
—Scott Spriggs, chief marketing & creative officer
Comcast: Shenandoah’s 30-second television commercial ran on ESPN, CNN, FOX News Channel, The History Channel, MSNBC, CNBC and the Golf Channel. The commercial delivered 4.6 million gross impressions plus more than 413,000 online impressions for adults ages 18-plus, with a frequency of 4.* Of that number, adults ages 35-64, the number of gross impressions totaled 2,716,443.
WAMU-FM (Washington’s NPR station): Ran 98 sponsorship messages that delivered 2.7 million gross impressions, with a frequency of 4.* Net reach was 700,000 for adults ages 18-plus. WAMU also provided a newsletter link to 30,200 subscribers.
WINC-FM: Ran 400 radio spots and 250 online streaming spots, delivering 1,736,650 gross impressions with a frequency of 4.7.* Net reach was 369,500 with adults ages 18-plus across the coverage area.
* note: Frequency of 4 means the average person has heard the message four times
Television Commercial
“Who will lead tomorrow with passion and skill?
Who will shape the future with knowledge and grace?
Who will merge global vision and local action?
A university, nationally recognized for excellence in the arts and as an emerging leader in health care…
a University AND you.”
—Spring 2014 campaign message
Global Citizenship Project Celebrates 10th Anniversary
This spring, Shenandoah University celebrated the 10th anniversary of its Global Citizenship Project (GCP), a 10-day, introductory study-abroad experience. Since its inception in 2004, 612 GCP travelers — faculty, staff, trustees and graduate and undergraduate students — have visited 47 international destinations ranging from Argentina to Sweden, Morocco to South Africa and Singapore to Australia. Each year, a common theme — from power to family dynamics — provides the academic lens that unifies the experience. Anyone in the university community may apply by submitting an anonymous one-page essay explaining why they wish to be selected, and destinations are announced at International Convocation in November. The cost of the program is free to all participants.
This is one of the programs that distinguishes Shenandoah from so many others. GCP is the great equalizer. It gives people across campus — faculty, students, staff and trustees — the opportunity to listen and interact in a meaningful way. This is a unique experience, and the learning doesn’t stop when you get off the bus.
—Mary Shockey, trustee