CINCINNATI, Ohio--(BUSINESS WIRE)--Oct. 5, 2000--The second phase of a nationally recognized minority recruitment and awareness campaign produced by MYCOM Advertising for Miami University in Oxford, Ohio, debuted this week in several Midwest metro markets.
MYCOM Advertising, a subsidiary of MYCOM Group, Inc. (OTCBB:MYCO - news), said the campaign for the 2000-2001 recruiting period includes new outdoor, print, radio and cable TV advertising about the Miami experience from the point of view of minority students. The first phase of the campaign, which began last fall, focused on building awareness about Miami. Phase two emphasizes opportunities for growth, avenues for support, diverse cultural events and pride in the successful academic track record of minorities at Miami.
The regional campaign has proven effective in attracting minority students to Miami, and has garnered significant national attention. Women in Communications, a national professional association of more than 7,500 executives involved in advertising, journalism and related fields, presented its 2000 Clarion Award to Miami and MYCOM recently at the association's national convention in Austin, Texas.
Judging was based on substance, style, originality and achievement of objective. MYCOM Advertising's work was recognized for excellence in clear, concise communications across disciplines. Other national award winners included the Atlanta Journal Constitution and Dateline NBC.
MYCOM Advertising Vice President Dhana Banks said that the campaign demonstrates the effectiveness of MYCOM's collaborative approach to researching and creating messages that address the unique concerns and expectations of diverse audiences. ``MYCOM is proud to be a part of bringing the rich diversity of student life at Miami to the attention of a much wider range of potential applicants,'' Banks said. ``I'm grateful that our work has been recognized by Women in Communications, but I'm especially pleased that we have worked together to translate what Miami University represents to a much more diverse group of applicants.''
Interest in Miami among potential minority applicants has increased sharply since the campaign began. Applicants from minorities for the fall 2000 term increased 28 percent compared with the prior year.
``MYCOM has been a true partner in this very important initiative for Miami,'' according to Dr. Myrtis Powell, Vice President-Student Affairs at Miami. ``They listened to our ideas, did the research and delivered some very creative work that demonstrated their hard work and responsiveness. They deserve to share in all of the recognition that the `I am Miami' campaign has received.''
Miami selected MYCOM Advertising to manage the campaign in 1998. The first year of what is now a two-year, $500,000 project included extensive research and collaboration among minority students, Miami officials and MYCOM Advertising consultants. Campaign themes and messages are drawn directly from the responses of those students and their achievements at Miami. Targeted markets include Cincinnati, Dayton, Columbus and Cleveland in Ohio, plus Indianapolis, Indiana.
