Smith School Launches New Ad Campaign: The Smith Effect
The University of Maryland’s Robert H. Smith School of Business has inspired
and motivated young minds for nearly a century. Now, for the first time, the school
is leveraging the impact it can have on lives and careers in an advertising campaign
aimed at prospective students for its graduate programs.
Aptly called “The Smith Effect,” the campaign, created by the school's ad agency
Carton Donofrio Partners of Baltimore, showcases the impact the Smith School experience
had on part-time Smith MBA students Derek Shewmon and Deepa Janakariman. Shewmon
won first prize in a Smith-sponsored business plan competition and eventually pitched
his idea to some of the biggest names in the sport industry. Janakariman developed
a project to help the poverty stricken nations of Indonesia and the Phillipines
and eventually was awarded an internship with MercyCorps in Jakarta.
Shewmon and Janakariman’s stories can now be heard over the airways in radio
commercials on popular radio stations such as WTOP and WRQX in Washington, D.C., and WJZ
and WWMX in Baltimore.
Animated banners ads are also on display on numerous news
websites throughout the region. Print ads are also scheduled for Bloomberg BusinessWeek
magazine. As the campaign progresses, more student stories are planned. The campaign
began the first week of March 2011 and will last until mid-May and will continue
again through the fall and winter.
“The Smith Effect uses an ‘umbrella’ strategy to promote its academic programs
in one comprehensive ad campaign,” says John Hetherington, associate director for
marketing at the Smith School. “Previously, we focused strictly on driving enrollments
for a particular program, “ Hetherington said. “In this campaign, we pooled our
resources and developed a strategy that we hope will communicate the high quality
of the school—the Smith Effect – as well as help us reach enrollment targets for
our range of graduate programs.”
launched as a gateway to help prospective students identify the right program
and easily sign up for an information session. All traffic from the new ad
campaign is being funneled to this new website.
Three new virtual tour videos of the
part-time campuses – Washington, D.C., Shady Grove, and Baltimore – are
a great addition to the main Smith website to help students visualize the Smith