Case Study: “IU is Red Hot”
CHALLENGE
When Newsweek magazine named IU the “hottest big state school” in the summer of 2005, our challenge was to move quickly to capitalize on the accolade.
Working with University Marketing, IU Creative Services came up with the “IU is Red Hot” slogan and type treatment to communicate the honor in a quick, memorable message.
The original audience was the incoming freshman class. We felt they deserved to know that they were attending America's “hottest big state school.” We developed an “IU is Red Hot” design that was printed on stickers, which were widely distributed on water bottles and “Red Hots” candies. We also designed Red Hot T-shirts, which became a hot-selling item on campus.
PROCESS & SOLUTION
The campaign quickly expanded to a more general audience, and we developed billboards with the original message that were put up at nine locations around the state. We gave the idea “wheels” by designing a bus wrap. An IndyGo bus on one of Indianapolis' primary bus routes is completely wrapped in “IU is Red Hot” lettering with the Newsweek accolade.
As the campaign has matured, we have developed collateral media that demonstrate why IU is Red Hot. A new “Red Hot” Web site (redhot.iu.edu) in Flash format gives 10 reasons why IU is red hot, and a four-color brochure talks about IU's “red hot” activities in areas such as information technology, research and development, life sciences, and the arts. Numerous other pieces for special audiences, such as alumni, the foundation, and others, reinforce the message.
RESULTS
The campaign has generated a great deal of media coverage, a “buzz” on campus and beyond, and wide recognition of the “hottest big state school” honor. In addition, the campaign has become an effective vehicle for promoting ongoing hot topics at IU from the latest research findings to the arts.
