Dear Colleagues,

I am excited to share with you today the kick-off of an awareness campaign for Illinois Institute of Technology.  After eight months of research and planning, the university will debut a new series of ads that will bolster the levels of institutional awareness in our Chicago-area markets.

The campaign, as you will see in the attached Brand Equiity brochure, visually captures key words that reflect the nature of our points of distinction.  Ultimately, the campaign is intended to position the university with the following foundations for messaging strategy:

• An academic experience grounded in engineering, science, and technology (Curiosiity)
• Exceptional students with an intense work ethic (Tenaciity)
• Innovation and entrepreneurialism (Ingenuiity)
• Chicago, a total urban experience (Ciity Life)

Over the past week you have seen the campus transformed with new banners along State Street, 33rd, and 35th.  We’re also changing signs on both the benches on State Street and the viaducts leading to campus, the mini-banners along Footlik Lane, as well as a variety of posters and boards throughout our buildings.

The external portion of the campaign, targeted to parents and business leaders, will also be featured on bus panels, on billboards along all major expressways, and at train stations and platforms.  In addition, a new radio campaign will be heard on five Chicago radio stations for three weeks beginning mid-April.  To listen to our radio commercials, or for a more detailed listing of the campaign promotions, please visit www.iit.edu/branding.

With a charge from Lew Collens to develop a full-fledged branding campaign for IIT, the Department of Communications and Marketing has engaged more than 250 members of the university community in brand development.  I thank you for your support throughout this process.  This is a strong first step towards enhancing the visibility of our university and building a more solid understanding of the great attributes of Illinois Institute of Technology.   

Sincerely,

Rose Milkowski
Chief Communications Officer