'Learn with Purpose' banners on Larimer, new button wall part of campaign's spring phase
By Chris Casey | University Communications
DENVER – The “Learn with Purpose” advertising campaign that’s got people buzzing and given CU Denver a signature brand moves into a new phase this spring that will build awareness of our schools and colleges.
The campaign, which kicked off in September at a Tivoli Turnhalle launch party, is rolling out print, online and radio advertisements that are customized to CU Denver’s eight schools and colleges, which offer more than 90 academic programs. The popular button wall that debuted in front of North Classroom last fall will be back for spring semester at a yet-to-be-determined site.
In March, “Learn with Purpose” banners promoting CU Denver will span the length of Larimer Square. The TV spots that have aired for the past several months will continue in the spring.
“Recognition, awareness and definition of who CU Denver is as a campus are still the objectives of the campaign,” said Karen Klimczak, university marketing director. “Now we’re incorporating messages of what makes up CU Denver — the schools and colleges and the breadth of programs that they offer.”
School and college-specific advertisements are also popping up on 16th Street Mall shuttle buses, while the CU Denver “Learn with Purpose” message shines brightly from digital signs at the Denver Performing Arts Center and the Colorado Convention Center.
A possible site for the button wall will be along the 16th Street Mall. Students, faculty, staff and alumni can participate in a button contest in which creative slogans that show your CU Denver pride will be accepted from Jan. 30 to Feb. 13. At cudenverbuttons.com you can submit as many designs as you’d like in either category — school (buttons specific to a certain school at CU Denver) or general (buttons that embody what it means to #LearnWithPurpose at CU Denver) — and the best submission will win an iPad Air.
First comprehensive campaign
“Learn with Purpose” is CU Denver’s first comprehensive advertising campaign in its 40-year history. The university has done some advertising in the past, but never in an integrated fashion that uses all platforms — online, TV, radio, print, outdoor signs and buses. The high-profile campaign is bolstering CU Denver’s identity as a vibrant urban research university where students are inspired to learn with purpose.
“Part of this is about ensuring that CU Denver stands out among our Auraria partners and within the CU System,” Klimczak said. “CU Denver is also claiming its own place among the universities in our local market.”
Discussions are also under way for a comprehensive marketing campaign for the Anschutz Medical Campus.
The “Learn with Purpose” advertising is generally targeted to community and business leaders and other influencers of the Denver metropolitan market. Because of where the advertising is occurring, it’s also reaching people who are making decisions about undergraduate and graduate programs. “So, there’s a halo effect,” Klimczak said. “Our secondary audiences are experiencing these advertisements as well.”
All of the advertisements drive viewers, listeners and readers to LearnwithPupose.org, which features a landing page for each school and college. From the landing pages, visitors can link to the home pages of the schools and colleges.
The nine-month campaign, which continues through the end of spring term, is being led by University Communications.
(Photo at top: School and college-specific advertising such as this advertisement in 5280 magazine is part of the spring phase of the ‘Learn with Purpose’ campaign.)
(Photo in middle: CU Denver advertisements have been appearing on bus shuttles on the 16th Street Mall. The ads will continue through the spring semester.)