According to an Association of National Advertisers study released in October 2018, advertisers are using in-house agencies more, with 78% of ANA members reporting having some form of in-house agency in 2018, compared to 58% in 2013 and 42% in 2008. Still, many advertisers understand the various benefits of engaging an agency to help with their marketing efforts and pursue a relationship that fits the bill.
On the surface, milestones look like a perfect opportunity to share a historical perspective of an event that happened 50, 100 or even 200 years ago. A business might recognize the day it was founded, or the year an iconic product was launched, for example. And it would be logical for those recognitions to be historic in nature.
The question isn’t new to university marketing professionals. In fact, universities across the country have been trying to answer this question for decades. How do you effectively incorporate a highly acclaimed college, school or department into a comprehensive university brand?
Video as an advertising tool has been around for nearly 80 years. The very first TV commercial for Bulova Watch Company, which was 10 seconds long and ran during a Brooklyn Dodgers game in 1941, stated simply, “America runs on Bulova time.”
As funding decreases for many state-supported universities, philanthropy becomes a top priority. The gap that exists when state funding is reduced can only be closed by the generosity of those who support the university. There was a day when most higher education fundraising was about making a case to advance the college or university’s mission. Today, fundraising is as much about maintaining as it is advancing.