One of the perks for colleges and universities who play in bowl games during the holidays is the opportunity for some free marketing “facetime.” Playing football on national television brings major exposure for schools to recruit students.
The television networks also traditionally give each school 30 seconds of airtime as part of the game broadcast. This coveted 30 second promotional message is a way for marketing colleges with video.
The biggest challenge for colleges is where to focus the video message. Keep in mind the audience of sports fans filled with potential students and their parents. Where does a school like the University of Michigan start, with its 41,000 students and more than 200 different undergraduate majors? This video uses powerful images, few words and a unique version of the world famous Michigan fight song.
(If you can't see the video, click here.)
Companies in many different industries use video as a recruiting tool. Colleges who are fortunate enough to play games on television get the advantage of reaching a large audience in one shot. Just like in the business world, putting their best foot forward is important to attract the best and brightest students.