Brandman University in Irvine launched a “Your Partner is Here” campaign designed to help it stand out in the higher education marketing crowd.
The effort, developed by its agency of record, Vitro in San Diego, “departs from stereotypical lifestyle imagery and visuals by tapping into the creative talents of artist Davide Bonazzi.” The Italian artist’s illustrations—also animated for TV ads—depict difficulties mature students experience when returning to school and tell “how an experienced partner can turn those obstacles on their head. A fence becomes steps, a light beam becomes a bridge, and a blackboard becomes a mirror to a student’s future self.”
“We really tried to go against the trend of happy, smiling students that the ‘degree mills’ out there use in their advertising and speak honestly about the obstacles facing returning students,” Vitro Executive Creative Director Brian Dunaway said in a statement. “Not going negative, but being genuine and real about actual graduation rates—especially the fact that Brandman’s rates are much higher. Instead of just taking students’ money and promising a degree that may or may not materialize, Brandman sticks with you every step of the way.”
Media placements include TV, radio, digital video, digital display, search and social media in major markets in California and Washington, where Brandman University has 27 locations, and national ads highlight its online programs.
The private, nonprofit university is part of the Chapman University system, and provides undergraduate, graduate, credential and certificate programs. It’s accredited by the WASC Senior College and University Commission. The Brandman MyPath takes approximately 30 months to complete and costs $5,400 a year, including textbooks.
The school began working with Vitro in January, replacing El Segundo-based Siltanen & Partners, which had had the account since 2013.
Toshiba for Tigers
Toshiba America Business Solutions in Irvine is “the official copier provider of the Detroit Tigers.” Its e-STUDIO multifunction printers will be used to produce scouting reports, lineup cards, team statistics, and promotional materials for corporate and ticket sales and community affairs events.
The effort helps showcase Toshiba’s “unique value as a company, the one that helps manage information,” whether on paper or in digital format, said Chief Marketing Executive Bill Melo.
It also has similar deals with the Carolina Panthers, Pittsburgh Steelers and Detroit Red Wings, among others.
ASICS Hits the Road
ASICS America Corp. in Irvine sponsored a virtual race hosted via its Runkeeper App. The fourth annual Global 5K, held on July 15 and 16, enabled users to “come together as a global community, have fun, and challenge themselves to set new personal records,” according to the company. Last year more than 101,000 people participated, logging 569,000 miles.
The footwear and apparel manufacturer, a division of Japan-based Asics Corp., in February 2016 acquired FitnessKeeper Inc. in Boston and its Runkeeper app for $85 million. It also established a global digital division at FitnessKeeper’s headquarters, where it plans to open a Product Creation Studio.
Bits & Pieces
The IMW Agency in Costa Mesa added Paramount-based Champion Equipment Co. to its client roster. Its first work for the foundation drilling equipment specialist is themed “Consider It Done. Right.” It will be featured in print and digital advertising. … Cypress-based Clarion Corp. of America signed world-champion skimboarder and pro wakesurfer Austin Keen as a brand ambassador for its line of marine-grade multimedia audio systems and accessories. … The Hass Avocado Board in Mission Viejo hired John McGuigan as director of industry affairs. He’ll continue development of supply and demand data, quality and sustainability. McGuigan’s industry engagement efforts will “aim to strengthen the industry’s awareness and support of the board’s activities and programs.”
