October 18, 2002

(Edited for the Web 11/20/02)

Marketing Campaign PresentationWPI Joint Advisory Boards Meeting

Agenda

• Situation Overview

• Institutional Advertising

• Media Relations

• Other Plan Activity

• Measuring Results

• A Community of Marketers

Situation Overview

Why Market WPI?

• We believe in our

educational system

• We believe in the positive

impact WPI students and

alumni have on society

Benefits of Marketing at WPI• Attract more, and even more talented,

undergraduate applicants• Extend geographic and demographic reach• Increase enrollments in full- and part-time

graduate and non-degree programs• Recruit additional outstanding faculty members• Enhance national reputation among peers• Increase financial support for research and

education• Build community pride• Increase the value of all WPI degrees

Institutional Advertising

The CommercialsWatch the TV Commercial Online

Media Relations

Results

• Substantial progress in ongoing story placements in most key areas

• Media training complete for President/Provost

• Two strongest successes, locally and nationally– Prof. Barnett, FPE, World Trade Center Tour– Massachusetts Gubernatorial Debate

Gubernatorial Debate Highlights

- National and International Coverage:- C-Span; CNN; ABC News

- Regional Coverage by every major Massachusetts

television station and daily newspaper- Estimated viewing audience 507,000- Estimated readership 1.4 million

- Strengthening of existing media relationships and

creation of new ones

- Two references to WPI initiatives by O’Brien

during debate

Other Plan Activity

WPITechnological

Humanist Award

WPITechnological

Humanist Award

Campus SignageCampus Signage

Entrance at West and Salisbury Streets

Advertorial in U.S. News &World Report

• Targeted advertising — Sept. 23,

College-ranking issue

• Serious editorial format

• Three pages to position WPI and tell our

story in depth

• Reprints are available for use around campus and to

promote a wide range of individual areas

The WPI Magazine

• The WPI Journal and The Wire are forged into one new magazine:

Transformations—A Journal of People and Change