University launches

BLACKSBURG, Va., Sept. 8, 2008 – Virginia Tech has launched, a new user-generated website that highlights how the university's innovative research, high-quality educational and outreach programs have impacted the daily lives of Virginians.

“The campaign is an innovative approach unlike anything we’ve done before,” said Cecelia Hovis, brand marketing manager at Virginia Tech. “We hope to capture the attention of Virginians across the state using unusual marketing techniques. Once we have their attention, we want people to share their stories of how they impact the lives of Virginians, just as Virginia Tech does every day.”

The goal of the campaign is to show how Virginia Tech serves Virginians through teaching, research, and outreach. Recognizing that individuals around the state also make a difference in their own communities, the university is asking people who visit to share the impact of those projects happening where they live and work.

“The campaign will run throughout the fall, and will be directed toward alumni and key opinion leaders,” said Hovis. “Using a variety of viral marketing methods in four primary geographic areas in the state (Northern Virginia, Hampton Roads, Richmond, and Roanoke), we expect the campaign will encourage traffic to the website where users may submit their stories.”

Viral marketing methods to be used in this campaign include airplane flyovers, yard flags, window statics, tree wraps, gas pump signage, social networking websites, and word of mouth. In addition, traditional advertising vehicles, including print and online ads and airport signage, will be a part of the campaign.