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University Launches Ad Campaign to Attract Students

Posted on: Monday, 8 May 2006, 18:06 CDT

By Dolores M. Bernal, Las Cruces Sun-News, N.M.

May 7--You've probably seen them. Television commercials featuring Reggie Theus and Danny Villanueva have hit the airwaves, touting New Mexico State University as an outstanding choice for a university education.

NMSU launched the television and radio campaign in an effort to attract more students after being hit with a declining enrollment for four consecutive semesters.

While the university has run commercials on television and radio in the past, it has intensified its recruiting efforts to reach out to prospective students.

Two new television commercials began airing in mid-January at stations in El Paso and Albuquerque. The commercials feature NMSU alum Villanueva, a former NFL football player and Spanish-television pioneer, and Theus, a former NBA player and Aggie men's basketball coach.

Two radio commercials, one in English and one in Navajo, feature student talent.

Radio stations in Farmington and Gallup have been airing the Navajo language commercial since the fall, while the English version has been airing in Las Cruces, El Paso and various other parts of the state.

"I got a lot of positive feedback and lot of people are very complimentary of the radio commercials and the television commercials as well," said Maureen Howard, NMSU's marketing services director.

Sonja Bergsagel, a graduate student studying Spanish, believes that advertising on television and radio can help get the attention of prospective students.

"It's a good way to appeal to a younger audience. That's a way to get their attention," Bergsagel said.

Nathan Nuttall, a senior majoring in community health, agreed.

"People usually watch a lot of television and they can see the commercials," Nuttall said. "I absolutely believe that it's a good investment."

Douglas Levy, a sophomore majoring in music education, said, he would like to see the university use different personalities for any future TV commercials.

"People want to see more than just the sports side of the university," Levy said. "People like me are interested in music and I would like to see someone like a band director featured as well."

Bernadette Montoya, assistant vice president for enrollment management, believes that advertising is a tool that can work to recruit more students.

"This shows that this is taking all of the efforts in the department and people to provide the necessary outreach so that students in and out of state see what the university has to offer," Montoya said. "We need to use all the media so that students get the message throughout."

Production cost of the commercials was nil, Howard said.

Villanueva was the underwriter for both television commercials, while the radio commercials were produced by NMSU staff, she said.

The commercials are reaching about 50 percent of the 18 to 34 age group, according to officials.

Howard and Ben Woods, senior vice president for planning, physical resources and university relations, presented the commercials to NMSU regents at their April 13 meeting .

"We had a committee with representatives in every department," Howard told the board. "(Associated Students of NMSU) was very involved in this, too."

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Copyright (c) 2006, Las Cruces Sun-News, N.M.

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Source: Las Cruces Sun-News

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