2011 GoAbroad Innovation Awards Finalists: Marketing

GoAbroad Innovation in MarketingWe’re pleased to announce the 2011 GoAbroad Innovation Awards finalists in the category of Innovation in Marketing. We received many wonderful nominations and the selection committee has chosen five finalists, listed here in alphabetical order.


IES Abroad [redefined]

Born out of a desire to differentiate themselves from the competition through a fresh and inspiring message, IES Abroad’s “[redefined]” campaign has been part of all of IES Abroad marketing materials this year. In addition, it was used in outlets new for IES Abroad: bus ads, a banner ad in a metro station in D.C., and a movie theater ad shown in four cities. To strengthen the “[redefined]” message, IES Abroad encouraged student involvement by providing “[redefined] signs” to all students. The signs feature a blank line and the word “[redefined],” allowing students to write how their college experience has been redefined by study abroad. Many students have contributed pictures of themselves holding the signs and sharing how study abroad has changed them.


Purdue University Office of Study Abroad Programs “Global Greeks”

Purdue University’s Office of Study Abroad Programs has one of the largest Greek systems in the country, yet relatively small percentages of this community participate in international education. Friendship, knowledge, and opportunities for personal growth are values sought by Greeks — and are also provided by overseas programs. Believing that these students are receptive and capable, but uninspired, the office began by ranking the fraternity & sorority houses that had the most study abroad participants. Through efforts that range from targeted word of mouth advertising to strategic media coverage, Purdue brought attention to those houses and framed the story as a unique accomplishment. A tight race allowed them to encourage houses to strive for the top spots. The objective is not only to award success, but more importantly, to tap into the sense of competition that exists within this community. Purdue is defining a new area of distinction for them — international experience. A traveling trophy will be given annually to the most “Global Greeks” on campus.


University of Arkansas Office of Study Abroad & International Exchange Video

The University of Arkansas Office of Study Abroad & International Exchange‘s Why Study Abroad? video was a collaboration between the Office of Study Abroad & International Exchange and Media Services on their campus. The video is featured on the office’s website. The video has won a Telly Award.


University of North Texas International Global Learning & Experience Center Campaign

The University of North Texas’ Global Learning and Experience Center worked with their campus media coordinator to design a unified marketing campaign for study abroad and other international education opportunities. The design concept utilized university-wide branding characteristics and reaffirmed the burgeoning sub-brand of Global Learning and Experience, particularly with use of the tag line “When was the last time you did something for the first time?” and brand statement “Go where you want to be.” These were included on summary program listings, print advertisements, brochures, letterhead, safety checklists and website backgrounds. The centerpiece of the campaign is six outdoor pieces depicting former study abroad students wearing T-shirts containing a phrase that describes their international experiences, standing in front of a compelling photo of their study abroad location. These were made into life-size vinyl “clings” with front and back views and installed on large windows in major campus buildings. The campaign also ran as print ads in the campus newspaper and as videos depicting the same students. The campaign was originally targeted at 34k+ UNT students and will launch for non-UNT students in 2011-2012.


University of South Carolina Study Abroad Office MOSAIC Symposium

The University of South Carolina Study Abroad Office held the first annual MOSAIC (Meaningful Opportunities for Students to Achieve International Competences) Symposium. The goal was to promote diversity in international learning, and expose students the importance of international competencies. The Symposium included keynote speaker Myron Rolle, Rhodes Scholar and Tennessee Titans safety, who spoke about the steps he took to achieve his goals domestically and abroad. Students also heard from study abroad returnees and international student s. Breakout sessions, led by university faculty and staff with expertise in international areas on topics that included “Cross Cultural Communication: How Not to Offend Future Friends” and “Shifting Racial, Gender and National Identities Abroad”. The event was open to all students and traditionally underrepresented students were especially encouraged to attend. Following MOSAIC, 77% of attendees reported that they understood the importance of international competencies and the resources available and almost all attendees indicated a high level of satisfaction with the event.


Congratulations to the finalists! The winner of this category will be announced at the GoAbroad invitation-only reception during the upcoming NAFSA: Association of International Educators Annual Conference and will be posted to the GoAbroad blog. Other category finalists are being announced this week. Next week, we will announce the finalists in the Student Abroad Video contest and voting for best video will commence shortly after all the finalists have been announced.

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