December 22, 1997
By Teresa Buyikian
"Accomplishments are more important than a name" is the tagline for The Miller Group's first effort for the University of Redlands' evening degree program. The print campaign focuses on tangible accomplishments of Redlands' evening degree graduates, including the student who developed the technology allowing computers to accommodate the switch to the year 2000. One print ad shows a class ring engraved, "The university that created a non-invasive blood test." The accompanying text describes the university's ranking and attributes and includes a toll-free phone number.
"We had to change the image of night school, " said agency principal Renee Miller. "Redlands' evening program is as sophisticated as [daytime undergraduate programs]." Ads are running in regional editions of The Wall Street Journal, U.S. News & World Reports, Time, Newsweek and Sports Illustrated. Retail versions appear in the Los Angeles Times and the Orange County Register.
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