'CSUEB Ad Campaign Under Way'

  • August 25, 2005

From high atop the Cal State East Bay campus, much of the East Bay and parts of the peninsula are visible below.

CSUEB officials are now in the midst of a campaign to make the campus just as visible to potential students.

Numerous school advertisements can be seen on billboards, BART stations and buses throughout Alameda and Contra Costa counties.

There are also ads running on local radio stations that state, "Cal State Hayward is now Cal State East Bay. New name, new buildings, new programs, new ideas about education."

Officials say these advertisements are part of an "awareness campaign" to make the general public aware of the name change and the programs that the school offers.

An "awareness campaign" differs from a "response campaign," explained Jay Colombatto, director of university marketing communications, because the latter requires action be taken by the public. The campaign merely sets the stage for people to think about enrolling at CSUEB, he said.

"This is the time when people start thinking of going back to school," said Colombatto, noting that incoming high school seniors are now beginning to decide to which schools they will apply.

The billboards allow CSUEB to target "precise" audiences, Colombatto said, and people will see a consistent image over time.

The radio spots are currently heard on stations such as KQED and KMEL. Officials say that research shows that in the San Francisco market, 4.7 million people between the ages 18 and 54 have heard the ad four times.

There are also ads in 12 BART stations and on the sides of buses.

The school has also branched out to television, buying 30-second ads on cable TV. The ads feature celebrities such as disc jockey Silvia Chacon from Star 101 and Hall of Fame baseball player Joe Morgan. Both are CSUEB alumni.

According to Colombatto, the cost for the campaign will be about $350,000.

In addition to the ad campaign, Barbara Haber, interim associate vice president of facilities and operations, said the school is also working to change street signs and other signs around campus that bear the school's old name.

Their first task was to locate all the signs on freeways and streets, which Haber said has been completed. Officials are now estimating how much it will cost to replace those signs, and they hope to have an estimate in a month or so.

Haber said those projects would be paid for through a non-state fund, which is dependent on private donations.

Some work has already been completed, including the changing of the Hayward campus entrance sign in June. Officials hope to have the signs on the campus shuttles changed next.

Haber said that all the signs that bear the old school name should be replaced by the end of 2006.

Kim Huggett, director of public affairs, added that next year CSUEB will have a newlogo and seal. And Huggett said that the kinesiology department has a committee made up of faculty and students that is studying what to do about the school mascot.

Pioneer Pete will not be eliminated this year, but CSUEB may have a new mascot after that.

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