Idaho State University’s next round of television commercials will begin rolling statewide on Friday, January 21.
The TV spots are part of the third phase of the University’s comprehensive marketing plan, specifically focused on growing student enrollment. The commercials were written and produced to closely align with Idaho State’s Strategic Enrollment Management Plan, which was finalized last year. As identified in that enrollment plan, the marketing campaign targets high school, first-time, transfer, and Hispanic students, as well as parents and guardians.
The commercials will air statewide on cable and broadcast television, and also utilize over-the-top streaming to reach households through Hulu, ESPN+, PlutoTV, Peacock, and other streaming platforms. The University has also developed a robust social media plan to place the videos on Instagram, TikTok, Facebook, and YouTube. The marketing campaign also includes mobile display and newsfeed ads, billboards along interstates, and English and Spanish radio spots on Spotify and Pandora.
“The Bengal Family” (:30 / English)
“The Bengal Family” (:30 / Spanish)
“Futures Roar” (:30 / English)
“Futures Roar” (:30 / Spanish)
“In 2019, we launched our first-ever comprehensive marketing campaign focused on building general awareness about our University, and it was met with a lot of enthusiasm,” said Stuart Summers, Associate Vice President of Marketing and Communications. “The current phase of our campaign is focused on continuing the momentum. Effectively telling our University’s story is critically important, and this round of creative content does it in an authentic way.”
Idaho State’s new round of TV spots also include Spanish language versions that will air in key markets statewide. Last semester, the admissions portion of Idaho State’s website was translated into Spanish to better support the University’s outreach efforts. Additional recruitment materials and assets have also been translated into Spanish.
Over the last year, the Office of Marketing and Communications has been closely working with Enrollment Management to align the campaign with statewide data and strategically deploy resources. For example, Idaho counties that have growing populations and an increasing number of high school graduates will be a primary focus for content placement. Advertisements are also being placed to line up with recruitment events and outreach visits.
In Fall 2021, the University also produced a series of videos called “Generation ROAR” that feature current ISU students. The spots focus on what it means to ROAR and the excitement of being a Bengal. The videos have been heavily running on ESPN+ during Idaho State athletic games and across social media platforms.
Related: Watch Idaho State's Previous Commercials
Related: ISU’s New Bengal Logo Nationally Honored