Mecha_Bulldog (9/1/2010)

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http://www.drake.edu/advantage/......That's embarrassing. I guess I get it, but wow. Hopefully Drake isn't bombarding high school students with D+'s. Maybe Drake+ would be slightly less stupid.

Gordon Gottschalk (9/2/2010)

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It doesn't matter what the actual campaign is because no one is going to get past the logo. For academics to not get how bad this looks is beyond me. I hope they did not spend any money developing this one.

Thank you so much for your continued interest in Drake. Your concerns are shared by others in the community and we are taking the feedback seriously. However, we undertook this campaign with care and with full thought into the minds of our target audience....15, 16 and 17 year old students. They receive so much college material, we were interested in a campaign which would help Drake cut through all the clutter of this material. Before any materials were printed, we completed extensive research with our target audience and our image actually made the students more interested in opening up our viewbook. For us, that's half the battle. In addition, once they open the piece, they can read very powerful words and language supporting all the advantages a Drake education provides...........As we have begun traveling with these pieces, we have continued to receive positive feedback from both students and college counselors. None of these individuals see the D+ as a correlation to the type of student Drake is seeking to attract or to the type of university we are. They see it for its intended purpose...to highlight Drake's advantages..........As the concept was being developed, the logic behind the idea was discussed. I've included a few of the phrases we discussed. "The Drake Advantage speaks to independent-minded students, applauding them for choosing to think for themselves. It encourages prospective students to look deeper at their own expectations of college. It invites them to inquire deeper into the benefits Drake offers (by visiting campus in person) instead of relying on second-hand opinions or perceptions. It challenges them to verify other (competing) claims of a well-rounded, well-balanced education by examining them at greater depth and in more detail. And finally, it clarifies the essential character of the Drake community upfront, thus empowering prospective students to make a better decision about whether this is the right choice for them.".......I hope this e-mail begins to share some of our thinking in introducing this campaign. If you have other questions, I would welcome them.

DUBulldog (9/2/2010)

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Des Moines Register article.

Big Bull (9/2/2010)

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At least they didn't put it in the middle of the floor!

Big Bull (9/2/2010)

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At least they didn't put it in the middle of the floor!

DUlawdog (9/2/2010)

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[quote]Big Bull (9/2/2010)

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At least they didn't put it in the middle of the floor!

“Our experience in the survey and in the field suggests that the kind of students whom we want to attract to Drake easily understand and appreciate the irony of the D+, and that it is having the intended effect of encouraging students to find out more about what makes Drake so special,” the e-mail said.