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Brenau radio ads win 3 national awards
Brenau University won three prestigious national advertising awards for a series of radio commercials credited with helping the university achieve record-breaking enrollment for the current academic year.
Called the "Extraordinary Lives" series, the 30-second commercials were aimed primarily at people outside the normal age bracket for college students.
Scott Briell, Brenau senior vice president for enrollment management and student services, said the advertising campaign helped the university reach a high-water mark for overall enrollment.
In its official October reports to the U.S. Department of Education, Brenau listed overall enrollment at 2,761, including nearly a 15 percent jump on the five Brenau nonresidential campuses and a more than 35 percent increase in students seeking graduate and undergraduate degrees online.
"We are particularly pleased with the results of the advertising campaign because it was directed primarily at nontraditional students, which are typically harder to reach that the traditional 18- to 22-year-old college prospect," Briell said. "This is a group that is older, more diverse and possessing a broader-range of interests and influences. As a result, they are harder to reach."
Brenau and its advertising agency, Catalyst Communications of Ellicott City, Md., produced a series of four commercials based on real-life circumstances of some Brenau students. Baltimore-based Rytter Group, which designs Brenau’s recruitment publications and advertising collateral, also assisted.
Three of the commercial won coveted Davey Awards, which are sanctioned and judged by the International Academy of the Visual Arts.
From more than 4,000 entries Brenau won two top Gold Awards. Brenau also won a Silver award.
The "Extraordinary Lives" campaign previously won two other national awards from the publication, Higher Education Marketing Report: a Silver Award for Radio Advertising and a Merit Award for Best Overall Marketing campaign.
Brenau operates campuses in Gainesville, Norcross, Fairburn, Augusta and Kings Bay.