Lawrence Technological University’s Office of Marketing and Public Affairs has won three awards at the 34th annual Renaissance Awards program of the Detroit chapter of the International Association of Business Communicators (IABC).
The design of the LTU Athletics Hall of Fame at Ridler Field House won an Award of Honor. Sofia Lulgjuraj, LTU’s art director, and Anne Adamus, director of university communications and academic editor, were the principals on this project. Other contributors included Phil Lucas, the makeLab, and Campus Facilities.
Lulgjuraj and Adamus also won an Award of Merit for the “Teaser” marketing brochure they designed and produced for the Office of Admissions.
LTU won another Award of Merit in the Marketing, Advertising, Sales Vehicles category for “Tech Updates,” a series of one-minute radio spots featuring comments from LTU faculty and students about academic programs at LTU. Eric Pope, managing editor of LTU’s News Bureau, and Bruce Annett, associate vice president of Marketing and Public Affairs, won this award, along with WJR AM-760 reporter Ken Rogulski and account executive Donald Schuster.
For the Athletics Hall of Fame, Lulgjuraj and Adamus turned to the makeLab, the digital fabrication facility in the College of Architecture and Design under the direction of Assistant Professor James Stevens. The result was a unique design in wood for the display and customized medallions for the retired jerseys.
Lawrence Tech has reintroduced varsity athletics after a 50-year hiatus, and the Hall of Fame was created to honor the University’s distinguished athletes in a dignified way, draw attention to the University’s previous athletic achievements, and instill pride in the reborn athletics program. The designers had a limited budget.
“The quality of the display is top-notch,” one IABC judge wrote. “The group has created a display to be proud of that gives students, alumni, staff, and visitors something to treasure for many years to come.”
The “Teaser” for The Department of Admissions was designed to provide a quick introduction to LTU for high school students and their parents. The brochure had to quickly present key facts while also creating a good impression about the overall experience of attending LTU. Since prospective students are bombarded with college literature, this small brochure was designed “to cut through the clutter.”
The brochure includes campus scenes that dispel the notion that LTU does not provide a full collegiate experience. “People photos” were selected to demonstrate diversity and show high-school prospects that there were students on campus who looked like them.
The marketing staff members met with admissions counselors to get an update on what prospects want to know and what messages are most effective.
One judge wrote, “Excellent blending of a compelling emotional appeal and a well-displayed set of pertinent facts that help make the case that LTU is the right choice. Nice work.”
The strategy of the radio advertising campaign was to have faculty members and students describe their own experiences at Lawrence Tech in order to provide a high level of authenticity. The ads were announced by a news reporter, and the scripts were crafted to sound like news stories. The three different spots recorded for each topic were rotated and played a total of 12 times on weekdays during the nine-week campaign.
“The approach is highly effective. While listeners know it’s an ad, the implementation adds to the credibility and authenticity of the message,” one judge wrote.
Last year, LTU’s Office of Marketing and Public Affairs won an IABC Award of Excellence for the redesign of the LTU.edu website. Christian Forrest, manager of web services, and Tracy Hopkins, digital media specialist, worked on that project.
In 2013, LTU won an Award of Excellence for President Virinder Moudgil’s holiday message video. That project was led by Sharon MacDonell, video producer and marketing specialist, with assistance from Hopkins.