Research Integrity

Advertising Department

Objectives The overall advertising goals were to increase awareness and consideration for the U.S. Department of State student internship program within the diverse UNM student population and to develop new advertising ideas and strategies for future recruitment efforts. Pre-campaign research indicated that students were both unaware of internship opportunities and not familiar with the U.S. Department of State. A main component of the campaign strategy was not only to raise awareness for the program, but also to increase the level of student knowledge with regard to the U.S. Department of State and the career opportunities available. “Big Idea” The advertising department considered several market approaches during the preliminary design stages. According to pre-campaign research, the opportunity to travel and be exposed to foreign cultures, were among the top benefits that attract students to internships. In order to have the greatest market appeal, the advertising theme was built around the idea of traveling and exploring new opportunities with the U.S. Department of State. It was determined that the most effective strategy for reaching busy UNM students would be through a series of simple and concise ads. Three ads were created that were similar enough to be recognized as part of the campaign but different enough to keep the target market interested and reinforce the campaign message while avoiding overexposure to a single ad. Each ad design had a different tagline with a corresponding image that reinforced the travel concept and each included the campaign slogan “Explore a World of Opportunity.” A flyer uniquely designed to resemble a U.S. passport was an important element of the campaign strategy, with the specific objective of “standing 1 out” among other typical brochures and flyers while representing travel and an international lifestyle.

Banners A total of 3 vinyl banners, each displaying a separate ad from the 3-ad series, were...