Northeastern Illinois University is ready to distinguish itself among Chicago’s higher educational frontier. The university has recently placed print advertisements in several local news publications. Advertisements have run in the Chicago Sun-Times, Hoy, Chicago Defender, Red Eye and Diverse Issues in Higher Education, to name a few. The push for publicity is crucial for NEIU among the influx of schools taking advantage of new ways of attracting prospective students. Dr. Carla Knorowski, Vice President of Advancement, believes one of NEIU’s greatest strengths is diversity. NEIU chose to run print advertisements in publications such as Hoy because it wants to perpetuate its multiculturalism.
“We chose the publications; their readerships reflect the diverse composition of NEIU. We want to build on our diversity and certainly these publications, as well as others, can help us do that,” said Knorowski.
NEIU’s new admissions director, Dr. Eric Hilton, will also play a critical role in the print advertisement campaign. “NEIU has a great story to tell and it’s time for more people to hear it,” said Knorowski.
Reaching prospective students is crucial for NEIU. However, cost is a serious consideration. “Print advertisements vary in price depending upon a publication’s circulation, the size of the advertisement, placement, timing and other variables. So there is no one set price. We are very thoughtful in our approach to print advertising and while cost is a factor, the other variables such as audience and reach, which are tied to circulation, timing and ad placement are also factored in,” Knorowski said.
Advertising at NEIU does not have its own budget. It is a part of the marketing and communication budget. “There is not a specific line item in our budget called ‘advertising,’ but advertising is most certainly an integral part of any marketing and communications effort, and there is a budget in this regard,” said Knorowski.
Knorowski warns that the print advertisement cannot secure students to NEIU, but rather it can leave an impression. The Chicago Sun-Times, Hoy, Chicago Defender, Red Eye and Diverse Issues in Higher Education collectively reach more than 1.3 million readers.
“If only 1 percent–an industry standard–of the readers see the advertisements, that would be about 13,000 people, which is more than NEIU’s current total enrollment. Some readers might act right now and enroll for this semester or the coming school year. For others, the advertisement might make an impression, but they won’t act -that is to say, enroll, for two or three years down the road for whatever reasons,” Knorowski said.