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Most of us at different points in life experience a
strong personal calling that can't be ignored. We
want to do more, be more and achieve more in
defining ourselves and our future, regardless of
what it takes or the obstacles we encounter.
That desire to achieve is what draws students to
Roosevelt, a place where nurturing dreams, goals
and ambitions is the linchpin of their experience.
Now the story of our students' aspirations and
the role that the University plays in preparing
them for their journey into the workplace and out
into the world at large is told in a new advertising
campaign—This Way Up—which launched September 16 across Chicagoland.
"The ads speak distinctly to prospective Roosevelt
students, whether they are 16 and considering
college as a first step in their journey, or are 50 and
feeling a desire to advance," said Lesley Slavitt, vice
president of government relations and university
"With this campaign, we will raise awareness
about the University as well as distinguish our
community as a welcoming place that can best
prepare today's students for the journey they will
take to achieve their goals," she said.
The ads are based on extensive research, according
to Patrick Lytle, associate vice president of
marketing and chief marketing officer for the
"We want advertising that is authentic, creative and
thoughtful in its representation of the University,"he said. "We have developed a distinctive campaign
built on the findings of our research, which clearly
identified why prospective students, who have
many options, choose to come to Roosevelt."
Chicago-based strategy firm Junction Lab was
brought to Roosevelt earlier this year to research
the University's market as well as its potential for
striking a chord with prospective students.
"The research shows us that those most likely to
consider Roosevelt tend to see success as a personal
journey," said Junction Lab founder and research
strategist Fergus O'Carroll. "Roosevelt's students
as well as its student prospects typically see
themselves as carving out their own opportunities
and paths to get to where they want to be. They
see the University as the bridge that best prepares
them to turn their dreams into rewarding
livelihoods and future success."
The campaign was developed by Chicago-based
advertising agency Tom, Dick & Harry Creative
Co. (TDH) under the direction of the University's
Marketing Department. "The job of advertising is
to create awareness," said Greg Reifel, co-managing
partner at TDH, whose ads aim to engage
prospective students through words and images
reflecting their mindset.
"It was imperative that the campaign drive
prospective students to want to learn more about
the University and to put Roosevelt in their
consideration set. We also wanted to ensure that
those who see or hear the ads come away with a
positive feeling about the University," he said.
"Tenacity Loves Company," "Be Humble in All
Things But Ambition," "For Those Whose Plans
Come in XL," "Give the Status Quo a Status Update,"
"Change the Equation" and "Will, Meet Way"
are rooted in the Roosevelt experience and are
designed to capture the attention of prospective
students for whom Roosevelt is the right fit.
The campaign prominently features Roosevelt
spaces and people, and puts forth an underlying
message about Roosevelt being a place that
understands its students—meeting them where they
are now and getting them where they want to go.
"The campaign reflects our University and the
incredible learning and opportunities for growth
that take place in it," said Beth Borum, creative
director at Roosevelt. "That is why we included real
Roosevelt people and places in the campaign."
Roosevelt senior Giacomo Luca is featured in
"Change the Equation." "I am proud to represent a
University that has taught me so much and given
me so many opportunities to advance toward my
future career," Luca said. "For me, the spirit of this
campaign captures what I love about Roosevelt."
Luca is shown in one of Roosevelt's modern, state-of-
the-art science labs. The Murray-Green Library,
a dorm room in the Wabash Building, as well as a
view from Chicago's lakefront to the South Loop
skyline and our Chicago Campus also are pictured
in the ads.
"It's definitely exciting to be part of a campaign
representing the place where I work and that I've
come to feel so connected with," said LaKisha
Young, the University's registrar, who is in "Be
Humble in All Things But Ambition."
"It's the first place I've ever worked where I feel like
I'm helping people—creating bridges between our
students' higher education and the rest of their
lives ," said Young, who believes her experience
working at Roosevelt is clearly reflected in the spirit
and meaning of the new campaign.
The Roosevelt experience and what it has to offer
will be shared far and wide in the ads, which will
run through mid-March online, in print, on radio,
in buses and on bus shelters, on "L" trains and
platforms, and on digital billboards and indoor
cinema and digital screens—and it is clear that the
ads are already having an impact.
"Now I'll put Roosevelt on the same scale as
other universities I'm considering," a prospective
undergraduate student said after seeing the
campaign when it was tested prior to today's
launch. "I have to come with the drive, then
Roosevelt provides the road," a prospective
graduate student in the test pool remarked.
"This is a campaign that
distinguishes Roosevelt University
from all others on the higher education
landscape," said Thomas
Richie, creative director at TDH. "It
achieves that goal by acknowledging
prospective students and saying to
them that Roosevelt understands
you and who you are."
In the days ahead, those who see
and connect with the ads will
become aware that Roosevelt
University is an option worth
learning more about, opening a door
for engagement with Roosevelt's
welcoming atmosphere, its diversity
and its people who care about the
University and students' success.
"What's especially gratifying about
this campaign is that it speaks
to the specific motivations and
decision-making factors that drive
prospects to consider Roosevelt and
makes them more likely to enroll,"
said Lytle. "We built this campaign
on the common thread that unites
our students: their desire to achieve
That desire encapsulates the
Roosevelt experience for our
students, and it is a truth that
those familiar with the University
have known for a long time.
Beginning today, it becomes a
universal message providing
impetus for those outside our
extended community to learn
more about Roosevelt and its many
opportunities for advancement and
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