HMC Breaks College Campaign | Adweek HMC Breaks College Campaign | Adweek
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HMC Breaks College Campaign

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The University of Vermont targets students looking to boost their GPAs over the summer in a campaign crafted by Harwood Moses Chambers.

The Stowe, Vt., agency fashioned print, radio and interactive work for UVM's Summer University campaign.

"The summer campaign is aimed at traditional students who want to boost their GPA in a fun, energetic environment," said Anne Loecher, creative director at HMC. "The challenge was how to attract students to stay in school during the summer."

Print ads get the message across with a mix of words and colorful pictures. Each execution pairs a school- or study-related icon with a recreational activity. For example, one ad shows a drawing of an atomic molecule beside a soccer ball. Another effort shows a magnifying glass and a scuba mask.

Copy on the bottom of one ad lists the programs available during the summer. "Courses on-line. On campus. Around the state. Travel study," the ad states.

"In addition to terrific academic opportunities, there are multiple recreational opportunities," said Loecher. "Burlington is an upbeat town where there are a lot of things to do for college-age people," Loecher said.

"The campaign focuses on recreation and education," said Jane Paluda, marketing manager, division of continuing education at UVM. "We targeted traditional students—undergraduates at UVM and other universities."

Three print ads were created to recruit the "traditional student" to summer programs. There is a separate effort for "non-traditional" students.

Ads are running in Vermont college publications, Burlington-area newspapers and consumer magazines. Loecher wrote the copy for the project; Nikol Hatzikalfas was the art director.

The Web banner component will run on Vermont ski information sites and general Vermont news sites.

The agency has worked with the university for nearly five years.

HMC's other projects include a new campaign for Blue Cross Blue Shield. The 15-person agency is also working on projects for the UVM School of Nursing.