Adams & Knight urges future students to realize their full potential in a new television push for Saint Joseph College.
The broadcast effort, airing in Connecticut and Massachusetts, follows a print campaign that ran earlier this year and drove applications to the West Hartford, Conn., school fourfold. Spending with the Avon, Conn., agency is about $500,000.
In one TV spot, a young woman says, "I am someone. Someone who got sick of words like 'could've' and 'should've.' Someone who lived up to her potential, then just kept right on going. Someone who just threw open a million doors. Someone whose job doesn't feel like one. Someone who knows more or does more. Someone who finally impressed the most important person in the world. Me."
In another, people recite what they aim to be: "Smart-er. Happier. Bold-er. More confident. More aggressive. More adventurous. More optimistic. More important. More valuable. More successful. Wittier. Riskier. Louder. Prouder. More free. More me."
The TV ads, along with radio spots, are running through the end of the month on network and cable stations in Hartford and New Haven, Conn., and Springfield, Mass.