The University of Colorado at Boulder is launching a new marketing campaign called "Be Boulder" to move away from its image as a party school. The campaign will promote the university's academic achievements and researchers instead of focusing on its reputation for partying and drug use. The director of strategic marketing hopes this campaign will influence outside perceptions because there is little chance of changing the views of those already familiar with the university. Initial focus groups associated the university more with celebrities known for drug and alcohol issues rather than scholars. The campaign faces an uphill battle to overcome the school's third place ranking on Playboy's top party schools list and the strong smell of marijuana that still lingers on campus.

1. University of Colorado Ends the
Party
by
Howard Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington MA

2. University of Colorado Ends the
Party
University of Colorado at Boulder is trying to call the police
on their own party. The Boulder Buffalo are attempting to
herd their incoming students away from their party school
image through their new marketing campaign.
The campaign’s tagline is to “Be Boulder” which will formally
start in December. The campaign will focus on the
intellectual aspects of the University of Colorado like
academics, school’s researchers, astronauts, entrepreneurs
and away from the school’s raging keggers run by the potheads.
Slide By :- Howard Davidson Arlington MA

3. CU’s director of strategic marketing Jon Leslie hopes that this campaign
will influence those people who do not know much about the university
and how they perceive it because there is absolutely no hope to
persuade those who are familiar with university. Leslie’s marketing
campaign expects to increase alumni participation. CU is currently at an
8-percent alumni participation ranking them dead last in the Pac-12
Conference.
Slide By :- Howard Davidson Arlington MA

4. In initial focus groups, CU officials asked
contributors what celebrity they identify with
the university. Main responses included
scholars like Charlie Sheen, Lindsay Lohan, and
a few astronauts sprinkled into the mix. The
response really reflects the campus which one
hosted an enormous 4/20 festival that
attracted more than 10,000 pot smokers.
Boulder was ranked third on Playboy’s list of
top 10 party schools in 2013. I don’t know
about you, but a simple pun for a tagline won’t
distract me from the reeking smell of weed
that clouds their campus. For that, Jon Leslie, I
wish you good luck.
Slide By :- Howard Davidson Arlington MA