SOU marketing campaign a community service

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The June 15 Mail Tribune guest opinion article, "Investing in, not advertising for, SOU," criticized Southern Oregon University's ad campaign — and higher education advertising in general — as a desperate attempt to fill dorm rooms.

The reality of higher education in the 21st century requires colleges and universities to position and differentiate themselves so that potential students can make informed choices. The right fit between students and a campus is a key factor in whether they go to college, finish their first year and ultimately gain a degree. Marketing, from this perspective, is both information outreach and a service to the community.

In a state where funding for higher education is 47th in the nation, Oregon public universities must look to tuition and other nonstate funds to operate their campuses. The multiyear recession that began in 2001 caused significant cutbacks in campus funding, reducing SOU's ability to reach out to students and families regionally and elsewhere in the state.

Enrollment declines followed these cuts, as fewer students were aware of the Southern opportunity. Recognizing this, the 2007 Oregon Legislature gave SOU funding specifically to recruit and retain students — as only by increasing enrollment will SOU have the funds to expand programs and offer greater scholarship opportunities to low- and moderate-income students.

With this funding, Southern has mounted an outreach campaign that shows SOU as a university where students can "become a global citizen," "find your place," and "pursue your passions." These aren't taglines to entice the desperate, but key messages that reflect the SOU experience, mission and environment.

The vehicle of advertising is used to offer everyone information and a reminder that a high-quality education option exists in Southern Oregon. SOU is promoting an array of programs to accommodate all of the region's residents: high-school graduates who see the value of a small liberal arts university, transitionally unemployed workers seeking to upgrade their skills and adults seeking to complete degrees, earn certificates or pursue a master's degree.

Through SOU's marketing campaign, the community has the opportunity to see the exceptional environment, distinguished alumni and faculty and outstanding education students receive. SOU provides a diverse culture of local, regional, national and international students engaged in our communities through public service, internships, practice teaching and other efforts, and diverse academic offerings including vivid theater arts, music, art, education, outdoor leadership and business and science programs, to name a few.

The SOU TV, radio, movie theater and billboard ads remind the community that an excellent educational option is right here in their backyard. Advertising also makes students from other parts of Oregon and from other states learn about the quality and diversity of the SOU experience.

Unlike the bleak possible future painted in the June 15 opinion article, where the tagline for Oregon's higher education reads, "You cannot reach your potential in Oregon," the SOU ad campaign is letting the community know that this small liberal arts university in Southern Oregon has helped and is helping thousands of students reach their education dreams and goals.

Please visit our Web site to see the ad campaign at www.sou.edu/marketing/spring_ad_campaign.html.

Christine Florence is executive director of marketing and communications at Southern Oregon University.

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