Ball State University is trying to achieve a more personal look by using actual instructors and students in a series of commercials debuting this week across Indiana.
The university launched three commercials Monday to show the programs, student-instructor relationships and special projects it has to offer.
The commercials cost $100,000 to make, Tom Taylor, vice president for Enrollment, Marketing and Communications, said. There is a possibility there will be another commercial shot for the spring.
Each commercial has a theme combining students and faculty in a two majors or departments. "Create + Collaborate" portrays a theatre class and students organizing programs for the Indianapolis International Airport in a computer lab. "Risk + Return" highlights the entrepreneurship program and research being done in the Science Department. "People + Ideas" covers what the Architecture and Telecommunication departments have to offer.
Ideas for a commercial were brought up in January, but planning began in early to mid-spring, Taylor said.
"The commercials were the product of a collaborative enterprise," Taylor said. "It consisted of throwing concepts around, focus testing to see what would be most effective and deciding which faculty and students to focus on."
A team within University Enrollment, Marketing and Communications decided on the concept after getting feedback from students and perspective students about what they would like to see in a commercial, Taylor said. The students said that they would like to hear from "real" people from the Ball State community.
Also, students were cynical and skeptical when only one person is shown, he said. The goal of the commercials is to show a variety of faculty and students so the audience will get a better sense of what kind of school Ball State is, he said.
Students and faculty in the commercials either knew people in University Communications or were recommended by project coordinators.
"I was in the Ball State Viewbook, which is given to prospective students," associate professor and commercial participant Jennifer Blackmer said. "From that they decided that the project was a good fit for the commercial campaign."
Senior Zac Adkins, a computer science and business major, said he was asked to do the commercial by Fred Kitchens, an associate professor of Information Systems and Operations Management.
"I'm not sure why he asked, but I have done a lot of presentations for him," Adkins said. "He knows I have no problem speaking in front of people,"
Each commercial will air in central Indiana, as well as in South Bend and Ft. Wayne. They will also be seen on Ball State's Web site.
Both Blackmer and Adkins said it was a fun experience and a great opportunity to be in a commercial since it's an unusual experience. Taylor said he liked having real students and faculty because it made them more personal.
"Everyone in the commercials got their 15 gigabyte of fame," Taylor said.
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