Phase II of “Go Cougs” television campaign launches

 

Scene from new Go Cougs television spot on biofuels

 

 

PULLMAN – Four new television public-service announcements promoting WSU’s cutting-edge research will launch this week.

 

The TV spots, completed in late-October, continue the award-winning “Go Cougs” campaign originally launched in 2006. They feature WSU research in animal/human health, bio-fuels, antimatter and plant breeding.

 

“Because of our ongoing need to recruit the best students, faculty and staff, and support fund-raising efforts, it is important to keep WSU’s awareness levels high,” said Tim Pavish, vice president for University Relations. “Our last campaign had a very positive impact in those areas, and it was time to update and refresh the campaign.

“Like the original campaign, these spots demonstrate how WSU research has a global impact and enhances the lives of people. The focus is on research, but by using the ‘Go Cougs’ line, we end each spot with a smile.”

 

After taking a 20+ percent budget reduction this year, University Relations had to approach the project in a creative manner to get the most out of available resources.

 

“Going dark (by eliminating communication) is not an option WSU can afford right now,” Pavish said. “That would only hurt our long-term success.”

 

To that end, production costs were kept to a minimum, and the spots will be broadcast as public-service announcements free of charge.

 

 

“We have been working over the past several months with alumni and friends in the broadcast-media industry to help open doors for placement of the spots as public-service announcements,” Pavish said.

 

The public-service announcements will air on television stations in major Northwest markets beginning in mid-November and in the free time slots provided to WSU during televised Cougar-sporting events.

 

To increase the campaign’s exposure and reach, University Relations also will leverage the spots on the Web, via a viral/social networking campaign. The success of this strategy depends heavily on help from WSU faculty, staff, students, alumni and friends – sometimes referred to as the “Cougar Nation.”

 

The spots will initially be released on the WSU website, then via CougNews, and sites on YouTube, Facebook, and additional outlets.

 

Click the following link to see sneak previews of the new spots, and share them with friends.

 

Production costs for the four new spots were $169,000, down from the $184,000 to produce the original four spots in 2006.

 

According to a recent production cost survey by the American Association of Advertising Agencies, the average production cost for one 30-second TV spot in 2007 was $361,000.

 

“Our per-spot cost is a fraction of the national average, and it has actually gone down since the development of the original campaign in 2006 – while production costs nationwide have gone up,” said Pavish.

 

“We plan to use the new spots for at least five years, so the amortized annual per-spot production cost drops below $8,500. Similarly, we plan to continue rotating in some of the original ‘Go Cougs’ spots, which will further extend the life of those spots and the return on that investment.”

 

Having come to WSU from a career in the advertising industry, Pavish said he expects a meaningful return on investment.

 

He says the university’s return will come on several levels – raising the profile of the university’s academic and research activities, enhancing recruitment, and supporting the efforts to secure private donations to WSU.

 

“Producing high-quality spots is important in getting public-service announcements placed,” said Pavish. “Television stations are more apt to use the best spots because they contribute to the quality of the on-air environment of the stations.

 

“We believe the Cougar Spirit of our faculty, staff, students and alumni will help us make this campaign successful by sharing it with their colleagues and friends. As the campaign says, ‘Go Cougs.’”

 

 

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