UTM launches billboard campaign across West Tennessee landscape

UT Martin has implemented its first phase of an external awareness campaign with a series of 10 billboards posted around the West Tennessee area.

The purpose of the campaign is designed to increase the visibility of the university, for UTM is commonly called one of Tennessee's best kept secrets.

The campaign will also promote awareness of strengths and establish UTM's core values.

During the first phase of the campaign, UTM is also seeking to build an image that reflects the sense of pride felt on the campus and centers located in West Tennessee; however, there are questions that linger through the minds of many: why not have more road signs pointing the way to UTM?

Is it an inconvenience for travelers who do not know where our university is located?  

"The directional thing, or how to get here, we really didn't consider because of the way the world is now with the Internet. With the knowledge that people have and although we are a rural campus, people can easily get here without a problem," says Bud Grimes, director of University Relations.

"Our big thing to get out here is our core messages. We have 6 core messages in our marketing communications plan. With all the competition that's out there for higher education, we want to differentiate ourselves in the market place and we want to show how we are better. That's the purpose of this campaign."

For the record and for the campaign, UTM's core values include:

* Students – We're committed to our students.

*Strength – We're backed by the resources and strength that come from being a vibrant member of the UT System.

*Quality – We offer exceptional academic quality at a great value.

 *  Experience – We stress the value of experiential learning.

 * Results – We're invested in the success of our students.

* Economic Asset – We're dedicated to being an economic asset to the region and state.

"People have told us that they [the billboards] look good and we really haven't had any negative comments on that, but they understand the message ‘Discover UT Martin,'" said Grimes.

"We want a person to go out and explore and go to our website which is prominently displayed. In that, when you go there and want to come here, you can take the virtual tour or get directions to come here. We [University Relations] never really talked about that, but I will answer personally that with the way the world is with GPS devices, directing the way would be a waste of a message."

Grimes also said that some of the billboards are directional to promote the UTM centers located in Jackson, Ripley, Selmer and Parsons.

All others are to promote the university. University Relations are always looking for feedback.

As you travel, be on the lookout for the new billboards and send in your comments.