“The campaign continues to evolve and adapt by presenting today's societal and higher-education issues,” reports Maeve Kiley, Loyola's communications director. “The flexibility of messaging extends the life of the campaign, whether to comment on current events or holidays, or to pique the interest of a new audience. It continues to provide a PR benefit by maintaining a buzz in the marketplace.”
For example, Loyola ran an ad in the Chicago Tribune when the Chicago Bears went to the Super Bowl, under coach Lovie Smith, that said, “You could negotiate Lovie's new contract.” The media relations team gave an exclusive interview to the Tribune for an article that ran the day of the Super Bowl, and the next day, all of the local Chicago TV stations critiqued the ads, with the NBC affiliate holding up the ad on camera.
When NBC's Today was in Chicago in October, the PR team staked out a spot in the crowd while wearing Loyola's “Cooler by the lake” T-shirts and towels, prompting weatherman Al Roker to mention the tagline.
The messages also have had a direct impact on specific schools within the university. Loyola's Graduate School of Business (GSB) was highlighted with the message, “Become the boss you wish you had.” Kiley notes that the GSB realized an 18% increase in prospects last year and is up 13% so far this year “as a direct result of the campaign focusing on the GSB for the first time.”
Loyola has also launched a Web redesign that reflects the look and feel of the campaign.