Smash Advertising here has joined forces with two New York firms to help market colleges to potential students.
Jan Krukowski & Co., marketing research firm Kane, Parsons & Associates and Smash have formed a separate entity called Generation Total Recruitment to provide branding and Web site development services to higher education. Its first client is Bowdoin College in Brunswick, Maine.
"Colleges are really off the mark when it comes to communicating with 16- and 17-year-olds," said Tom Sternal, creative director at Krukowski. "[Students] don't want to be sold. They want truthful, honest presentations."
Krukowski and Kane have teamed up for 25 years on higher ed accounts. --Lauren Wile