"Choose Red": University Branding and the Elaboration Likelihood Model
Hickerson, Heather M.
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State budget cuts, increased competition and a decreasing pool of new students are pushing higher education institutions to use marketing to try to differentiate themselves and gain market share. This is an explanatory, single-case study meant to provide a greater understanding of how the “Choose Red” campaign at the University of Central Missouri impacted the university’s enrollment, as well as how it affected the attitudes, beliefs and perceptions of students, faculty and staff members. The researcher collected quantitative and qualitative data. The study found that the “Choose Red” campaign did result in an increase in Web traffic to the websites that were promoted through the advertising. The researcher also found that while inquiries for information fluctuated from year-to-year, the overall enrollment of new students trended upward from 2007 through the first two semesters of 2012. Finally, the researcher found that the campaign had a positive effect on the attitudes, beliefs and perceptions of students, faulty and staff members toward the university